Leigh Simpson
When it comes to marketing, building product manufacturers are a very specialist group.
Your route to market is more complex than typical B2B companies, thanks to the roles of the project, specifiers and multiple tenderers for the same project.
Each group has different challenges and information needs and often wants to consume your information in various formats.
In your sector, Inbound Marketing should be a highly effective strategy for engaging with all key decision-makers and influencers in a personalised and cost-effective manner.
So, What Is Inbound Marketing?
In one sentence, inbound marketing is about engaging with your customers on their terms by attracting an audience rather than bombarding them with sales and marketing messages.
The Inbound Marketing methodology uses two key elements to align your business with the way Specifiers and Contractors research the products and services they consider buying and using.
Firstly, Content. Producing high quality, educational content such as web pages, blog articles, videos and social media messages is essential. A steady stream of unbiased, informative content will build trust and, if well written and optimised for search, will improve your rankings and visibility on Google.
Now, you will get found by your potential customers when they are looking for the products and services you provide. This is important as research indicates that as few as 19% of B2B buyers contact supplier salespeople for advice and that 80% of the buyer journey is now carried out online.
The way people buy has changed. If you do not evolve to this new dynamic, it will negatively impact your sales and your bottom line and could even wreck your business.
Now a start-up business can quickly be battling it out, toe-to-toe, with long-established multi-nationals in terms of audience share on the internet. Success is no longer dictated by advertising spend; It is driven by engagement. The better you reflect your audience’s needs, the more successful you will be.
This is where the second element comes into force, Context. If you understand your ideal customer’s problems and issues and address these challenges with content produced to help solve their issues, they will begin to trust you and want to work with you to solve their problems.
Think about calculators, case studies, specification downloads, Technical Literature, CAD drawings, BIM Models, installation videos, etc. Inbound Marketing for Building Products is a natural fit. Your decision-makers and influencers are hungry for information, and you are perfectly poised to meet this need.
You become the go-to company in your space because you are the most helpful and solutions-oriented.
So, in a nutshell, Inbound is a philosophy adopted by those who understand that providing helpful content that prospects need on-demand is more profitable than traditional methods that interrupt your potential customer to tell them what you want to sell to them.
The great news is that the Inbound approach is proven to be cost-effective and a long-term solution, but it also produces better and more traceable ROI on your sales and marketing activity.
Align this marketing approach with your sales process, and you can drive your business growth and achieve your professional and personal goals more quickly.
Aggregated Lead Growth From Weekly Blogging
A vital element of the Inbound method is the regular and consistent production of content on your blog or website.
The first few blogs will generate some traffic to your site and hopefully the odd lead from humble beginnings. However, Google will soon notice that you are regularly adding new content to your site, improving the indexing of your site and leading to a greater authority.
Sites with a higher authority rank better, and so your content will soon start to appear higher in Google, generating more traffic and leads. It is not uncommon for lead volume to grow 3x, 4x or more.
Theoretically, regular blogging improves your PageRank, which improves traffic and leads.
Finding Your Perfect Marketing Partner
When looking for your Marketing Partner in the Building Products sector, it can be challenging to find an agency that understands the specific challenges and dynamics the complex specification and distribution channels pose.
Treating a Building Products manufacturer like any other B2B client would be dangerous and inevitably lead to poor delivery.
It would help if you had a partner that has successfully worked in the industry and understands the different needs of all of the parties along the buying journey.
Different contexts exist for Architects, as they do for M&E Engineers, as they do for the QS or the Installer. Yet each has a vital role to play in ensuring your product is used.
With Insynth’s experience in the sector, you can be assured that you are working with experts who can help you integrate the Inbound methodology into your business to drive growth and better performance.
If you would like to find out how Insynth can help you start your Inbound Marketing journey, why don’t you talk to us?
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About Insynth
At Insynth we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to reach a technically demanding audience.
We use the latest marketing techniques such as construction inbound marketing, to equip building product companies to grow sustainability in this era of digital transformation.
As the only HubSpot certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM Implementation, Web Design, Sales Automation, SEO, and Email Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.