We sometimes hear a common belief that marketing LBM materials is difficult because they are “boring” or that “it’s hard to get people to care.” Well, we don’t think so! And while the B2B audience you’re marketing to may see a whole lot of similar products and services during their research, there are still plenty of ways that you can stand out. Let’s talk about some of the most effective when you’re selling Building Materials Industry products and want people to take notice.
1. Unveil the Process
One of the most effective ways to attract new clients is to provide knowledge – especially unique or “hidden” knowledge that isn’t usually shown. In other words, give them a behind-the-scenes look. Make people understand the work and care that goes into your process. For those producing specific supplies, this may mean a tour of the factory and an example of how basic materials get turned into a finished product. For those providing building services, it could be a sped-up look at the building stages you are in charge of and the different they make.
2. Educate Around Your Product
If you feel like you’ve exhausted everything you can talk about regarding your products and services, you don’t have to beat a dead horse! Instead, provide your audience with useful information adjacent to your product. One of the easiest ways to do this is to look at popular topics in your industry and start talking about them in unique ways. For example, “5 Tips for Getting the Best Natural Light in (specific area or town)” or “The Best Safety Gear We’ve Ever Used.” These related LBM topics and many, many others are a great way to encourage more traffic and increase your brand reputation.
3. Show the Product in Use
There’s a reason that “Show, don’t tell” is such popular advice when creating any type of content. Most of your audience doesn’t have the time or patience to read lengthy descriptions, and will usually have trouble visualizing what you’re trying to say even if they do read it. For such a hands-on industry like LBM, it’s far preferable to show your products in action. Create short videos that show how they’re delivered, how they’re unpacked, how they save time, how they’re put into place, and how they’re installed correctly. Use these videos to create a guide that specifically shows the advantage in sticking with your company.
4. Market Your Conversations
Social media continues to grow as a powerful marketing tool, and one reason is the impact of conversations. One-way marketing materials can come off as annoying, drab, or ignorable. Conversations are dynamic, interesting, and show multiple facets of your business (tone, customer service, product offerings, etc.) at the same time. Encourage your audience to initiate conversations with tools like chatbots, and don’t be afraid to use snippets of conversations (with permission) as marketing materials to show how you are solving real-world problems.
5. Use the Powerful Case Study
Speaking of solving problems, never forget the humble case study! This is another very effective way to show your products in action, helping people solve problems. Remember the key parts of a case study: Explain the problem, talk about how your product works, and go over the steps you took to fix the problem and make clients happy. Remember to use plenty of visual media in your case studies to show the difference. Details like general costs, time to completion, and other data are also ideal case study content and can help leads make up their minds more easily.
6. Highlight New Building Projects in Your Area
This is a simple way to get some local audience attention and keep up on what’s happening in your area. Note that these don’t have to be building projects that your business is involved in! You can just talk about exciting new building and construction plans that are nearby. Educate your audience about them, and then use that as a lead into your own products and services. You may be surprised how much people appreciate learning about local projects they weren’t familiar with, or plans for specific areas under construction.
7. Take Time to Talk About Sustainability
Sustainability gets a lot of attention these days in the construction world. Tap into that interest by creating content that talks about sustainability. This is especially powerful if you can highlight how your own products can save energy or waste less. You can also talk about sustainable practices around the site, new sustainable materials that look interesting, and other news related to green construction movements.
8. Watch for the Trends
Sustainability is an important trend, but it’s far from the only one! Take a look at other popular trends, especially in your region, and discuss them – how they are impacting the industry, and how your business is taking part. For example, “aging in place” has become a popular topic for many construction sectors as more buildings are planned for independent living for the elderly. This and many other topics make worthy subjects for interesting content that will engage readers.
9. Bring On Some Influencers
This is a more advanced tactic, but you should also think about working with influencers to help spread news about your brand and products. Influencers are active voices in your industry that typically have platforms of their own – blogs, magazines, social media accounts, etc. They often have innovative ideas on content, and can reach larger audiences to help you find more leads. Reach out to influencers that you respect and create a discussion about marketing your content, and how these influencers may be able to help out.