We can all agree that 2020 was a bit of a rollercoaster, but times of turmoil are often the best opportunities to rethink your goals and get strategies set in place for how your building product business can continue to move forward and grow. 

Most businesses have already got most of the ingredients for success in place, but they’re either poorly aligned, under-resourced or missing something crucial. This blog will help to give you key strategies for success for how you can put all those critical pieces of the puzzle together to drive growth. 

We all know that today’s architects and contractors are now irreversibly online-first specifiers.  

Putting digital marketing strategies into place now will mean when you step back to look at your final masterpiece puzzle you will hopefully see a building product business that is set for success.  

Read on to find out what those puzzle pieces are… 

Write Engaging, Niche Content FOR Your Buyers 

Reaching high fit prospects through engaging, niche content that perfectly targets them and their pain points is the first step to developing a content marketing strategy that produces high-quality leads. 

Producing content that explores how your building products deliver exactly what an architect wants for their current and future projects will generate enormous ROI for you. Through this strategy, you can become the thought-leader in your space and hold top ranking spots on google for those niche keywords. 

The type of content you should go for will depend a lot on what kind of specifiers or engineers you are targeting. Ideally, you should use a combination of few different content formats that resonate with your prospects. 

You can read more about how to do this in our recent blog: Building Products Content Marketing Essentials For 2021. 

Nurture Relationships with Consistent Email Marketing 

Using email as a direct and personal communication tool is something not to be missed out on in 2021. When implemented correctly, email can be super targeted and effective at delivering key messages to current and future prospects to stay top of mind with decision makers in your industry. 

A monthly newsletter of your case studies can demonstrate your bespoke offerings and solutions, or a selection of recent blog posts can answer key questions from prospects resolving their pain points.  

Even better, an email discussing recent regulation changes in your sector will establish your authority in the space and an eBook explaining more can be a strong lead magnet for future customers.  

Insynth Marketing | 2021 Free consultation

Guarantee Good Fit Leads with Account-Based Marketing (ABM) 

For those of you who are unfamiliar with ABM, it’s essentially a strategy that directs marketing resources to engage a specific set of target accounts. 

By personalising your marketing approach to a specific architectural firm or large contracting company, you can achieve stronger engagement with less effort. 

If you know exactly who you want to target, you can build relationships with key gatekeepers at that company to get your foot in the door. This will elevate your chances of being specified in future projects they work on. 

Optimise Your Website for Search and Conversions 

Creating a high-quality website that works as your lead generating engine is a mainstay of any digital marketing strategy. After all, all your marketing leads back to your website and how easily your prospects can find information and contact you. 

Optimising your website through technical and on-page SEO gives you a greater opportunity to rank on the first page on Google for keywords linked to your building products. Focussing on this strategy will increase your reach and produce a healthy flow of leads, making your website an extra salesperson that works by an inbound strategy, not outbound tactics. 

In 2021 everyone will be focussing their efforts online. A structured content strategy with informative blog articles, buyer-focused landing pages, and high-quality lead magnets are crucial elements of a sales funnel that not only works but stands up against competitors.  

Engage Architects with an Online Digital CPD 

Due to coronavirus and everyone working from home, digital CPD’s have been booming, but it’s not too late to get yours online too! 

CPDs are perfect for building product businesses to engage architects as they deliver important and informative knowledge that they want to hear, whilst also showcasing your products, and establishing your brand’s thought-leadership. 

Using a platform like Teachable is a great way to deliver an effective and easy to use digital CPD as it hosts your CPD video clips and allows people to enrol themselves and work through them. 

A digital CPD allows you to automate the process while also being able to monitor sign-ups so you can keep the conversation going, increasing your chances of specification. 

Insynth Marketing | 2021 Free consultation

Utilise LinkedIn and Twitter 

Using social media to generate awareness of your building product brand is a great idea as these platforms have huge organic reach meaning some posts can generate thousands of impressions and likes. 

Making sure your sales reps and MD/CEO utilise the power of social for networking and product promotion is a great strategy to reach prospects you might not have been able to before. It can also help build your brand in the eyes of your network as it shows you are forward-thinking and on the ball. 

Invest in a Tech Stack that Works 

tech stack is a term used to describe the tools, services, software, operating systems and programs used by a company to build work systems. 

It's known as a stack because each component builds on top of one another, thus stacking up.  

Creating the best tech stack you can means you can benefit from increased communication, using tools such as Slack, and increased productivity, with task management, such as Click Up or Monday, which are task management tools.  

A more marketing and sales-focused software for your tech stack should be HubSpotThis technology offers an all-in-one marketing, sales and service platform which means you can create and monitor your entire sales pipeline.  

The benefits of a tech stack are limitless to your business, which is why getting it right is so important. 

Utilise Construction Specific Platforms 

Thousands of building products are specified every day through platforms such as NBS, Barbour and SpecifiedBy. Getting your brand on one or all of these websites means you can get in front of specifiers that might not have heard of you before. 

These platforms allow you to publicise information about your brand and products that give prospects everything they need to find, select and specify your products. You should spend as much time promoting your products on their websites as you do on your own. 

Insynth Marketing | 2021 Free consultation

Automate Your Lead Nurturing 

Architects and contractors don’t make decisions overnight. Like any other buyer, they need to be nurtured with marketing materials that build their understanding of your brand, products, benefits, and experience. 

Some marketers believe the magic number is 7 touches – how many times you need to engage a buyer before they trust you. Then that trust needs to be backed up with rational and emotional reasons to buy from you. 

Marketing automation delivers ongoing and consistent messages, usually through emails, that move buyers from prospects to sales qualified leads in an efficient and well-structured way. 

Automating this process will save your business time and money by nurturing prospects for you and leading them further down the sales pipeline from awareness to consideration, and finally decision. 

Outsource Your Marketing to An Industry Specialist Agency 

Developing your marketing strategy for 2021 can seem like a big task but getting someone on board to help you with planning, strategy, design, content creation, website development and more will help your share the burden.  

Hiring a digital marketing agency that is a specialist in the building products industry means you can take advantage of years of marketing experience to help you propel your building product business to the top of the construction space. 

With the digital transformation of the construction industry ramping up, developing digital marketing strategy will enable your business to focus on the goals you want to achieve so you can remain competitive. 

At Insynth we are here to guide and support your transition to a digital-first sales and marketing approach so you can scale your marketing efforts and go full-force into 2021. 


There's a lot to consider and do, but times are changing, and buyer behaviour is changing with it.   

Developing a construction marketing strategy and breaking it down into actionable tasks is what we do best. Tapping into 30 years of experience delivering exceptional results in the building product sector and growing businesses is what we love. 

Just give us a call, or book a meeting, and we will take care of all of it for you. 

Insynth Marketing | 2021 Free consultation

About Insynth

Insynth Marketing is a leading UK construction marketing agency based in Shifnal in the West Midlands. 

They use the latest inbound marketing techniques such as construction inbound marketing, to support building product companies to grow their business by proactively driving sales lead generation activity. 

As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website designSEOcontent marketingemail marketingsales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.

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Freya Oxton-Grant

Written by Freya Oxton-Grant

Freya is a Digital Content Marketing Consultant at Insynth Marketing Ltd. She has a passion for all things marketing and an eye for creative details.