Five Smart Tips for Choosing a Winning Domain Name

10 Jul

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Have you considered how important your domain name is or will be for your business? It could be the first thing a customer sees when he or she encounters your company. In addition, you’ll use that domain name as part of your advertising campaigns for years to come. So, you’d better like what you choose! We’ve put together five smart tips to help you choose a winning domain name.

  • Be Brandable – Your domain naming system is more than just the address for your website—if you have a strong online presence, it becomes a recognizable part of your brand. Think about companies like eBay and google—they likely would have had a more difficult time gaining a foothold in their niches if their domains were not ebay.com and google.com, but were instead ebayonlineauctions.net or googlesearchtheweb.biz. While it may be a little harder to get those short, punchy .com domains today than it was in 1997, it is still important to make it brandable.
  • Make it Easy to Spell – When you’re sharing your domain verbally, imagine spelling your domain to someone over the phone—would it be easy, or insanely hard? That’s something to keep in mind. While adding extra ZZZ’s or changing a C to a K may make the name look clever, it will have you constantly correcting spelling and may inadvertently send your customers to a competitor.
  • Go Short (But Not too Short) – Shorter can be good, but if you go too short pointlessly, it can be confusing. For example, if your company name is Chicago Building Supply, the domain ChicagoBuildingSupply.net might be a great choice, but CBS.info not only probably isn’t available, but it likely would not resonate with your customers as having anything to do with your company.
  • Choose .com if Possible – There is nothing inherently wrong with a .net or .org, but .com extensions are the preferred option. If you can find something you like, that “checks all the boxes” in a .com, go that route. You’ll find your visitors find it much easier to find you this way.
  • Think Keyword Savvy – While it’s not necessary, remember that if you’re struggling for domain ideas you can incorporate a valuable keyword into your domain. For instance, if your company name is Smith Plumbing, you may not be able to obtain smithplumbing.com, but perhaps you can get smithplumbingchicago.com. In doing this, you still have a memorable domain, and you added the local keyword that may help with your search rankings.

While domain names are important, remember that many of your customers will simply be typing your “domain” into Google anyway, so as long as they get close, they will find you—so having something unique and memorable is best. Spend some time finding the ideal address for your site but realize it is just one of many things that goes into making your website a success.

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Creative Digital Marketing Ideas to Help You Appeal to Contractors

28 Jun

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The world is continually evolving into a digital sphere. We all now reach for the internet through our digital devices to search for information or to get things done. Most professionals rely heavily on the internet for information and socialization, and building contractors have not been left behind by this wave.

In the past six years or so, building contractors have had a dramatic shift in the way they source for building products information, purchase construction materials, and interact with manufacturers as well as building products’ distributors. More and more contractors now prefer to research information about construction products online, as well as make purchases through the channel.

Therefore, as a product manufacturer or distributor seeking to appeal to contractors, your brand must have a powerful digital presence. You must provide a wide range of online connection points for interaction, including social media, website content and digital advertising.

Here are a few ideas to help you develop a marketing plan with creative digital marketing ideas that appeals to them:

  • Learn as much as possible about your target

Do comprehensive research on the contractors and what they look for online about building products. Find out details such as the size of their businesses, what information they regularly look for, where they go to look for that information, and what they expect from you either as a manufacturer or distributor. All these details will help you know exactly how to tailor your digital marketing plan to appeal to the contractors.

  • Establish yourself as a reliable knowledge source

Building contractors are professionals in their field, but they are constantly looking for information to boost what they already know or solve emerging challenges. They want ideas on how to perform their job better and more effectively. They are also looking for information on new industry techniques and products that can grant them a competitive edge.

And where do they go to look for this information? Online! So, build a digital marketing program that seeks to establish your brand as a reliable knowledge source for this information. Provide written content and videos demonstrating the use and benefits of new products or techniques. Make sure that your digital platform answers most questions that contractors often ask on search engines.
If you succeed in establishing yourself as an expert source, you will be one step closer to converting potential contractors into customers and building your brand’s loyalty.

  • Build strong connections with the contractors

Building strong, long-lasting relationships with contractors is critical. Not only will they provide you with constant return business, but also refer you to many other builders looking for a reliable business partner. The best way to connect with them is through your website, social media, email marketing, content that establishes you as an expert or industry leader, and many more digital channels.

You can offer contractors regular offers on products through social media channels. You can also easily engage them to talk about your products; how they help them in the field, the challenges they face when using them, and any improvements they would suggest to make them better. This engagement makes the contractors feel recognized and hence develop a strong connection to your brand.

  • Provide technical support

Contractors will also visit your website to resolve issues and challenges they face in the field. If you can provide this information to them consistently, they might just become your customers for good. Provide illustration videos on products’ application and installation on social media, your website, or channels like YouTube.

If possible, give a contact to a professional with immense experience and expertise in your products. Contractors can call them to request for advice on how to resolve issues.

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Influencer Marketing Ideas for Building Materials

26 Jun

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In the olden days, when a customer was impressed with your product or service, they would tell others about it hence driving more customers to your shop. It was called word-of-mouth marketing. Before the internet, this is how businesses became popular. Today, in the internet age, the exchange is still viable; the only difference is the vehicle carrying the message. Most consumers today value opinions come from a breed of influencers who include bloggers, forum moderators, and product reviewers. They are able to express their opinions on a given product or service faster and further than ever before.

There is no better and effective way to market your product than through someone that your audience views as reputable to vouch for your product; that is influencer marketing. To successfully add influencer marketing ideas to your marketing strategies, there are some aspects that you need to consider. They are:

Develop the influencer’s campaign goals, analysis framework, and metrics

For every marketing campaign, you have to have a goal in mind. With influencer marketing, you must have a concrete goal and communicate it to the influencers. Once you have a goal and shared it with the influencer, you need a success metrics to help track your performance and analyze the final results. For example, if your goal was to raise brand awareness, you can measure your success by measuring fan growth, video views, and brand recall.

Find the company’s ideal influencer

The company’s ideal influencer and the persona of the intended audience have to align. If you are trying to reach out to a new segment, partner with an influencer who can communicate to your new audience. Before you can settle on an influencer or a micro-influencer, you need to answer a few questions:

  • How large is the influencer’s audience?
  • How active is the influencer on different social media platforms?
  • Are they relevant to your industry?
  • What is the industry’s response to them?

The above questions help when evaluating how relevant the potential influencer is to your campaign. Looking at the potential influencer’s past partnerships can give you an idea of how successful they are.

Focus on a specific platform

Your social media strategy will influence the platform you choose. For example, if your main audience is on Pinterest, you will need an influencer with a substantial presence and a large following on Pinterest. Take the time to understand the community attracted by your influencer. It will help you identify if they are a perfect fit for your targeted audience.

Manage expectations by giving content deliverables and requirements

Having identified the best influencer for your niche, you need to think about their content deliverables. The success of the campaign is dependant on the ability of the influencer to create valuable content and the frequency they post content to your benefit or on your behalf. You might want the influencers to use certain keywords or hashtags in their post or even product placement.

Measuring ROI on your influencer marketing efforts

If you cannot measure it, it probably is not worth your time and effort. Results from the campaign should be collected and measured. There are three ways to measure return on investment, they are:

  1. Product visibility
  2. Traffic engagement through traffic data to your site and followers.
  3. Content tracking through clicks, likes, shares, brand mentions and comments.

For any marketing strategy you embark on, you need to focus on the purpose and the results. Influencer marketing can prove to be a valuable strategy as long as you know who your audience is, what you are doing and who you contract. Influencer marketing is just one trend marketers can choose to tap into and stay ahead.

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Tap into the power of social media video marketing for your building products

21 Jun

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In recent years, social media video marketing has grown and outdone most traditional content marketing types. It is currently among the top most-effective social media content marketing type, and it’s expected to even double by 2021. Most brands, particularly those in the service industry have tapped into this content type and exploited it to great depths. Now it’s time for building product manufacturers and distributors to do the same.

But first, what’s so grand about video marketing?

Videos give potential customers an unmatchable, interactive product or service experience even when they are miles away. They enable a person to get an up-close-and-personal feel of the product or service, creating more authenticity to it and hence trust.

Videos make all other content types come to life. They combine photos, text, and audio into one; delivering almost on every aspect of marketing that businesses and customers are looking for.

As a building products’ manufacturer or distributor, it is imperative that you tap into social video marketing for your construction products. Many contractors and DIY homeowners are constantly browsing through the internet or social media platforms to find video content on what or how to use specific products for their projects.

Here is a guide to how you can proceed to tap into the power of social video marketing for your construction materials:

Start by creating a video marketing strategy

A strategy is always crucial when setting out to try a new marketing strategy. Start by determining your target market. Are targeting contractors or DIY homeowners? It’s important to understand the persona you will be marketing to so that you can customize your videos to meet their specific needs.

Determine where you will be sharing your video and the requirements of the platform. Each platform, say YouTube, Facebook or Instagram has different rules, and your videos should adhere to them. Then establish the quality of video that you want and whether it’s necessary to consult an expert for help. Also, depending on the purpose of your video, decide what CTA to include so that you can capture potential leads.

Establish the types of video you want to create

There are different types of video that you can choose to use in promoting your building products. Some of them include;

  • Explainers- These videos help you explain to potential buyers what your products do or how they operate. They just provide information without illustrations.
  • Demos- With these videos, you can demonstrate what your building products do, how they function, or how to build with them by giving an illustration. These videos are an excellent source of information for builders using your products.
  • Vlogs or live videos- With these, you can capture live videos of your product during manufacturing or when in use.
  • Interviews- Here you can provide interviews with professionals as they explain how best to use your building products.
  • Video ads-These are videos to help you promote your building products by listing their benefits, where to find them, their prices, and any current offers.

It is always advisable that you use a combination of several video types to run a successful campaign. However, make sure that most of your videos seek to provide a solution to a customer’s problems – such as what measurements to use when installing a shut-off valve on a pump system.

Sharing your video

Your video can be of different lengths depending on the channel you want to share it on. Make sure that the videos are mobile friendly because most customers are on mobile today. Also, ensure that you optimize your videos according to the SEO standards and best practices of the particular channel where you will share them.

Social video marketing can help you answer most of your customer’s questions, be their expert source for building product’s information, and establish strong relationships with them. Tap into this marketing channel today!

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4 Top Marketing Fails You Need to Avoid Digitally

19 Jun

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Whether you have focused on digital marketing for a while or you are just getting started, you want to make sure you are doing the right things to get noticed. These are the four top marketing fails you want to avoid.

Not Having a Brand Design

One of the first, and easiest, mistakes to make in the beginning is not coming up with your brand design. You should know what you want your overall brand to look like which will also detail what you want your digital marketing to consist of. Once you have your brand design, you will know what you want your digital marketing to start to look like so it can convey your overall brand message and design. If you do not have this defined yet, then it is time to take a deeper look into it so you can move towards your next marketing steps.

Not Testing

Another big mistake that a lot of digital marketers make is not testing some of their digital products or designs with their target audience. This is the best way to determine if your design is being noticed and is actually creating the right impact based on your goals. As a rule of thumb when it comes to your digital marketing, you should be testing out a few different options, or two at a minimum, to make sure you are choosing the best one to help you reach your goals.

Not Knowing Your Target Audience

If you do not know your target audience or you are not trying to target your digital marketing, then you are wasting a lot of time. Just like you need to know what you want your brand image to be, you also need to know who you are targeting so you can make sure you are writing to that audience. If you are not doing that, then you will not make any real traction with any of your digital marketing efforts. If you do not know your target audience, take some time to figure it out before you work on any other marketing plans.

Creating for Mobile

In today’s fast paced world, you need to think about where people are getting their information. It is no longer something people are going to desktop computer’s for anymore. Instead, people are using their mobile devices to find exactly what they need and they are spending more time on these devices than ever before. Because of this, you would be making a huge mistake if you were not focusing on how your digital marketing came across on mobile. You could be missing out on a huge amount of people. You need to be making sure that your digital creations look great on mobile as well as on a desktop. This may take some time but it is something that you need to do for success.

Now that you know the mistakes that you do not want to make, it is time to get started with your digital marketing success.

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