So we thought we’d share our top five tips to help you make sure, whether you are marketing building products or creating an interior design PR campaign, your marketing activity reaches your target audience.
Tip 1: Understand your audience
It is key to first understand your audience. Ask yourself ‘What motivates them’, ‘What sector are you trying to reach’, ‘What trade titles do they read?’
Often marketing strategies are too broad in their scope, so you expend a lot of time, resources and ultimately money adopting a one-size-fits all approach in the hope that your activity reaches the right people.
Consider setting up more focused campaigns with narrower audience profiles, so that you can set tight SMART (Specific, Measurable, Achievable, Realistic & Time-bound) objectives. Another way to fine-tune this in the early stages of your campaign development is A-B testing. Here you can use different tactical approaches to find out which works best and establish the audience profile who will deliver the return on investment you need.
Tip 2: Optimise your customer journey to generate leads
One of the key things for construction marketing is generating leads for your sales teams to covert. However, there can be a number of areas where there are blocks in the customer journey causing them to leave your marketing funnel.
Google Analytics can play a key role in establishing where the visitors to your website are coming from, and also at what point they leave your site. For example, if your visitors are leaving your all-important lead generating landing page – it could be that your form needs some work.
In a very black and white sense, all of your marketing activity should aim to reach your target audience, secure their interest to bring them to your website and capture their details into a lead for you to convert. Finding and any potential roadblocks in that journey is crucial to make the user experience as seamless as possible.
Tip 3: Position yourself as the experts in the field
While thought leadership might seem to be a sector buzzword, if you are a market leader of building products then it goes without saying that the senior members of your company will be seen as experts and people will want to hear what insight they can share. You can capitalise on that interest by either staging or taking part in events.
A great format to consider under the current restrictions are virtual events since you can again use this as a lead generation mechanic.
Added to the exposure and lead generation an event can generate, thought leadership will also strengthen your brand’s position as the experts in the field. Check out this Linkedin article for a deep dive.
Tip 4: Build a community
Your customers can also become advocates for your brand. Satisfied customers can step in to defend you on social media, expand the reach of your activity and convince others to use your products, so make sure to cultivate them!
A straightforward way of doing this is setting up an email list where you can share product news, updates, corporate social responsibility activity, team updates and more. Thinking wider, if you have a sufficient social following you can look at how you incentivise your followers to share your content.
And lastly, if you are fortunate enough to have influential followers you could consider paid partnerships, or you could even look to those not following your brand to introduce your products or services to a new audience.
Tip 5: It doesn’t always need to be a hard-sell
Finally, it might sound obvious, but it is always worth remembering that your customers are people. They will have different needs at different times and will not always be open to a ‘hard-sell’. Consider using different types of content to either inform, educate or entertain your audience.
For a great overview of research into social trends then I’d recommend Hootsuite’s Digital 2021 report as a great starter for ten to understand the broader context of how people interact with different social platforms.