Digital marketing can sometimes seem overwhelming. There are thousands of pieces of software out there to streamline and structure your marketing efforts.
However, successful digital marketing doesn’t come down to the tools they use. Although they help, the fundamentals of digital marketing amount to educating, planning and executing.
Educating Your Building Product Audience
Helping your audience gain clarity on the factors around your specific product/service industry niche sets you on the right path for long-term success.
You’ve most probably found yourself in this position once before- you’re searching a query, end up on a website and you just can’t figure out exactly what it is they do. They must do something relating to your query but it’s not clear.
You scour the website looking for a sign, content, anything that screams out this is what we do and relates to your problem. To the websites disappointment, a prospect not finding what they’re looking for will leave and go to the next search engine result.
Companies can get bogged down with sales talk, this can sometimes be so overwhelming that it’s not even clear what it is you’re trying to sell.
By educating your audience you build trust and present yourself as the go to company when it comes to your solution.
Educating your audience includes:
- Understanding the core consumer of your product.
- Instilling confidence within this consumer segment that your product is a good choice for their problem.
- Leveraging this position with evidence to back up your expertise e.g. case studies, data sheets, certificates for passed product testing, guides and more.
Planning Your Construction Marketing Strategy
Now you know how you’re going to approach your content marketing, through education. It’s time to clarify your markets current understanding, building customer trust and leveraging your product or service.
The first step to take is to identify how you’re going to use your current resources to identify the consumers most likely to buy your product. You then need to establish trust within this segment through the creation of educational content.
You should break your plan down to what you want to achieve in a year, 6 months and 3 months. Then you can start to break down your action plan for the next 3 months, making clear what needs to be achieved at the end of each specific month.
Executing Your Plan With Action
Now you have a good understanding of the steps you need to take in order to drive sustainable growth, set out to tackle them in a timely manner.
Understand that the goal of step 1 will be to use data to determine the consumer segment that’s the best fit for your product or service. The objective is then to not convert or collect consumers right away but to understand which consumers respond favourably to your content and competitors content.
Do your competitors offer digital resources that you don’t? Do your audience find value in this content? Can you provide better content?
Plan when this content will be created and launched, with the correct promotional strategy and ensure you stick to your schedule.
Consider other work load you have and make achievable goals. As, if you fall too far behind you're at risk of giving up all together.
Digital marketing doesn't just cover the tactics you use to reach out to your audience but it also helps rectify your message as a company. Email marketing, content marketing and creating guides won't be worth your time if the fundamental reason why you're creating them is to sell.
Understanding your companies mission will help identify why you sell what you sell. If this isn't clear to you then find out What Is Your Mission?
Remember that people don't like to be sold to, they like to access as much informative information as possible and make a decision on their own. Your job is to ensure you provide the best educational content, to allow them to make that decision easier and with confidence.
If you need some guidance on understanding the fundamentals of digital marketing, get in touch today. Our mission is to help as many building product companies with their marketing as possible. Whether that's a 30 minute chat, a website rebuild, a content pack, a workshop, consultancy or full control of your digital marketing.
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.