Building materials marketing presents several unique challenges for manufacturers. Building product manufacturers play a vital role in the construction products industry by supplying different building materials to builders, architects, and contractors. However, the building material industry is highly competitive, with many players vying for contracts and bidding on projects.
Building materials marketing is a complex and highly competitive field that requires manufacturers to understand the needs and concerns of their customers, stay up-to-date with the latest building technologies and sustainability practices, distinguish their brands, and generate a consistent flow of leads. Manufacturers need to differentiate their brands from the rest of the market by emphasizing their unique features, reputation, and quality.
To succeed, building product manufacturers need to implement effective online marketing strategies that generate leads and improve their brand visibility. This guide will give a detailed overview of marketing strategies for building materials manufacturers. We will also discuss raising the roof with innovative marketing strategies for building product manufacturers.
This process involves creating a target audience portrait or buyer persona, a fictional representation of your ideal customer. To create a target audience portrait, you can conduct market research to gather information about your existing or ideal business customer demographics, psychographics, behaviors, and preferences. This information may include age, gender, income, location, education level, language, values, interests, pain points, buying habits, and more.
Once you have this information, you can create a buyer persona, a document describing your ideal customer in detail. Your buyer persona should include the following elements:
The benefits of creating a target audience portrait include the following:
By implementing the following search engine optimization (SEO) strategies, building material manufacturers can improve their online visibility and attract more potential business customers to their websites. It is important to remember that SEO is an ongoing process and requires consistent effort and monitoring to achieve the desired results.
The first step in any effective SEO strategy is to research and identify the keywords potential customers use to search for building materials business. This will help the manufacturer to optimize their website content, product descriptions, and other pages to rank higher in search engine results pages (SERPs). The following process can be utilized for creating a keyword list:
Building material manufacturers can benefit greatly from creating high-quality content that provides valuable information about their products, industry trends, and other related topics. Fresh and informative content can attract visitors to the website, increase user engagement, and help establish the building manufacturer as an industry expert. Some types of content that may fit the digital marketing strategy for building product manufacturers may include:
There are various platforms where manufacturers can promote their content. Some of them are:
For building material manufacturers who serve local or regional markets, optimizing your website for local SEO is crucial as it helps you dominate your local market. Manufacturers can leverage the power of local SEO by creating Google My Business listings, optimizing their website for local keywords, and getting local backlinks. They can also create location-specific landing pages on their website to target customers in specific locations.
Google My Business (GMB) is a free tool that building material manufacturers can use to manage their online presence on Google. GMB profile optimization involves creating a business profile, adding accurate information, gathering customer reviews, and more.
Optimizing GMB profiles helps manufacturers improve their local search engine marketing rankings and attract more customers. It also allows them to showcase their products, services, and location to potential customers. Additionally, by responding to customer reviews, they can build a positive reputation and establish trust with their target audience.
Each ad type has unique advantages tailored to specific business needs and marketing goals. We will explore them in detail below.
Local Service Ads are Pay-Per-Click (PPC) advertisements at the top of Google’s search engines. They are designed for local service providers, such as plumbers, electricians, or repair technicians, to help them get noticed more easily.
Advantages: Local Service Ads are prominent on Google’s search results page, with a distinctive green checkmark, and are instantly recognizable to users. They also include more relevant information, such as specific services offered, customer rating, and hours of operation, which can improve click-through rates and conversions.
Google Ads is a platform for creating and managing PPC advertising campaigns that target specific keywords and user demographics. Advertisers can create text, image, or video ads and choose to display them on Google search results pages or other Google-owned properties.
Advantages: Google Ads offers flexible targeting options, including keyword matching, location, device type, audience demographics, and more. Advertisers can also choose from various bidding strategies to optimize their campaigns for conversions or clicks. Google Ads also provide detailed insights into campaign performance, allowing building materials manufacturers to make data-driven decisions and adjust their content marketing strategy accordingly.
Bing Places is a business listing service for local businesses to create a profile page that displays basic information about their company, such as contact information, hours, and location.
Advantages: Bing Places is free to use and can help businesses improve their online presence by appearing in Bing’s search results and Maps. The service is also easy to set up and maintain. It has a user-friendly interface that allows businesses to update their information or add photos easily. Additionally, Bing Places integrates with other Microsoft services, such as Cortana or Outlook, to provide a more comprehensive experience for users.
With billions of daily active users, social media platforms offer plenty of opportunities to reach a large audience.
Here is how a manufacturer can use some of the most popular social media platforms for building material marketing.
Instagram: Building material manufacturers can showcase their products and processes on Instagram, using high-quality visuals to create an engaging feed. They can use hashtags to reach a wider audience and encourage followers to share their content. By adding a link to their website in their bio, they could capture leads by regularly publishing sponsored content associated with architecture and construction.
LinkedIn: Manufacturers can connect with architects, contractors, and other industry professionals. They can share informative articles and news about their company, engage with followers by answering questions and comments, and promote case studies and their own expertise. This way, they could create potential opportunities for networking and collaboration.
Facebook: Building materials manufacturers can leverage Facebook’s powerful ad-targeting capabilities to reach a targeted audience of potential buyers. Using Facebook lead generation ads, they can capture contact information from interested prospects who can fill out a lead form to learn more about their products and services.
Twitter: Manufacturers can share quick updates, news, and announcements about their company, construction projects, or industry-related events. They can connect with and capture new leads by engaging with followers based on topics and hashtags related to construction, architecture, and manufacturing.
For several reasons, email marketing can be an effective marketing channel for construction product businesses. First, it allows companies to reach a large audience easily and cost-effectively. By sending targeted emails to a mailing list, businesses can promote their products and services to interested parties without incurring the high costs associated with traditional advertising methods.
Secondly, email marketing for building materials allows businesses to personalize their messages to each recipient. This can increase open rates, click-through rates, and overall engagement with the email. By using customer data to tailor marketing messages to specific interests and preferences, businesses can create a more engaging and relevant experience for each recipient.
Thirdly, email marketing for building materials allows for the automation and tracking of campaigns. Businesses can use email automation to send follow-up or reminder emails for abandoned carts after a purchase. Businesses can track and analyze their email campaigns through metrics such as open rates, click-through rates, and conversions. This allows building materials companies to refine their email marketing strategy and improve their ROI.
Tracking the performance of a building material marketing campaign over time can help identify trends and patterns that can improve future marketing strategies. It enables marketers to optimize their campaigns by allocating budgets to the most effective channels and targeting the audience based on their behavioral patterns. It also helps measure the overall impact of the building product manufacturers’ marketing strategy on the company’s revenue growth.
There are several ways to track the performance of a marketing campaign for building materials:
Building product manufacturing constantly evolves, and innovative marketing strategies are becoming increasingly essential for companies wishing to thrive in the market. Raising the bar to stand out from the competition requires investing in creativity and out-of-the-box thinking. With the right approach, building product manufacturers can target their ideal audience and increase their brand awareness and, most importantly, revenue.
If you’re looking to take your building product manufacturers’ marketing strategy to the next level, Comrade Digital Marketing Agency can help. Our team of experts uses cutting-edge techniques and tactics to help your building materials business stand out from the crowd. Whether you need assistance with SEO, PPC, social media marketing, or website design, we’re here to help.
Do you want a marketing plan that fits your individual needs? Let us craft a strategy that drives results to your company based on your objectives.
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