The complexity of the building materials sector | Amara

In the building materials sector you also need to be able to inform about the different options your potential buyers have, don't you?

Whether your purpose is to sell your products to end customers (B2C) or to industry professionals (B2B), you need to be able to inform about the multiple and complex options available to your potential buyers and referrers. But the truth is that, if you think like a user (a consumer, a professional), and you search the Internet for information on this topic, it is difficult to find attractive websites with well-documented content and easy to navigate.

If you feel alluded, because your online channel is like this or you don’t even have one, now is your moment to take advantage of this situation: the moment to promote your business and your products on the Internet. So, do you want to know what are the basics to achieve it?


A blog to be found

Reflect on your business. On who your potential customers are. In order for these potential customers to find you on the Internet, you have to be able to create interesting content that they demand.

Let’s start with the easy part, with an example. Retail distribution. If a final consumer wants to make a renovation, what will be the purchase cycle? What will be your queries on the Internet? He will look for inspiration in magazines, publications and blogs on the Internet . Once you have defined the guidelines for the renovation, you will look for materials. And here he encounters a major problem; he is not a professional in the sector, he does not know the different construction materials and, much less, the new developments that arise driven by the enormous technology and innovation applied in recent decades to the sector.

That is why it needs training and information like water of May. And here you must be present. you must be able to explain the different options available to them, what each option is used for, the pros and cons, and the justification for their cost. This type of consumer has access to content of interest in different online channels (websites, social networks), although it is true that this content is often in a single format: photography. And the truth is that users, despite appreciating images over other content formats, need more information to trust your company. Offer them frequently asked questions that are already ahead of what most people, in their circumstances, are asking themselves. This will make him trust you and advance the buying phase to the next step.

Do you want to meet him now? How about offering something useful? A calculator to easily calculate a renovation budget? A guide to selecting the most insulating enclosures? Maybe the questions you should ask the professionals who quote you so you don’t have problems later?

Once you have all the information, you will go into budgets until the purchase decision is made. And for that we will take you to our website, where we will tell you, in detail, about our products and the advantages of each one of them.

However, what happens if we talk about B2B companies? In this case, the information content found on the Internet is rather chaotic. And to alleviate this chaos, a blog in which to publish information about building materials (new, useful, resistant, classic) from a search approach to your potential consumer could make you get more qualified traffic to your online channel. And by this we mean, more users who are really interested in what you offer.

Marketing for building materials

A website to show off

If a blog can help your business increase the number of views, a website has to be the showcase of your products and/or services. Think of it this way:

  • With the blog you attract the right consumers who are interested in information that helps them.
  • With an ad hoc website you can show the potential of your company, what you offer and why you want to stand out in the industry.

The content of your website and the way you present it will be the channel through which your potential customers will identify you. The idea is that the set of your channels allows you to compete with other websites that are not exactly direct competitors, but that are positioned to offer what you have.

Your business needs a website that is adapted to the preferences of your potential customers in terms of content, design and functionality. You know better than anyone who they are and what they are looking for, so it’s time to take advantage of the Internet. 

An online marketing strategy

Let’s say you now have your online channels in place, what’s the next step? Opt for an online marketing strategy. And when we talk about a strategy, what we really mean is choosing the marketing methodology that includes the actions that will work best for your business. Actions that will allow you to attract potential customers and build customer loyalty.

These actions would start from the positioning in search engines such as Google, with the selection of the words with which your potential consumers would search for you. Following by conversion strategies to get their contact information, which will allow you to implement other marketing actions to help them in their search and to make them trust you as a brand.

This methodology will also allow you to retain those customers you have now. Think of the facilities you offer them when it is not your salespeople who have to be constantly on the lookout to show them new products, for example. With the right methodology, your marketing actions can help you acquire new customers and secure existing ones.

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