Marketing Building Products to Architects During Pandemic Crisis

MARKETING BUILDING PRODUCTS TO ARCHITECTS DURING PANDEMIC CRISIS

The impact of COVID-19 will be felt long after this crisis has settled, including how we view the spaces in which we live, work and play. Architects and interior designers are now challenged to design spaces that support social distancing and infection control, hence researching products from a new perspective. The products specified will play an essential role in creating healthy, safe, and functional living and workplace environments.

Clients will be looking for the following:

• New layouts with flexible space design 

  • folding sliding glass wall systems for interior and exterior applications. 

• Materials that can be easily disinfected

  • non-porous, solid surface materials such as glass, steel, or quartz.

• Access controls, low-touch, and hands-free door hardware solutions

How we market these products will have to change as well. As we adapt to the “new normal”, we must become more innovative in how we sell products to our customers, including how we inform and educate specifiers and influencers. 

Virtual communication has become a requirement with the stay-in-place requirements and many employees are still working remotely. As architects and designers start to make the transition back to the office, outside visitors and face-to-face meetings may be restricted long term.

If you are concerned about getting your building products in front of architects, explore some of these options:

• Online Meetings with platforms like Google Meet or Zoom.

• Increase your social media presence

• Virtual Showrooms - Here is a guide on how virtual showrooms can help you.

• Email Broadcasts

• Text Marketing - Research shows a higher percentage of people would prefer text communication over email.

While in some cases construction has proven itself to be essential, there has been a disruption to many construction companies globally. McKinsey and Company explain COVID-19’s effects on supply, demand, and industry dynamics and how construction can emerge stronger after COVID-19. With these new challenges comes the chance for new learning opportunities.

As building manufacturers and suppliers, we must adapt our marketing [and sales] approach to meet the current needs of the target audiences we serve. Architects and designers, as well as direct buyers, should have ease of access to product information, technical data, and sales support.

If you don’t have the time and resources to offer your AIA continuing education courses direct via webinars, consider utilizing a third-party platform such as AEC Daily to promote and manage your AIA content. This will support your brand while also allowing architects to stay current and obtain much-needed AIA CE credits. 

Division 08 Marketing is prepared to support your business as you continue to navigate the COVID-19 world. Division 08 can develop AIA’s, facilitate new online processes, and help you transition to a form of marketing that is relevant in the current climate. Schedule your free 30-minute consultation to explore your options today.

How do you drive more traffic to your website? 3 Words: Search Engine Optimization

EVERYONE WANTS FIRST PAGE RANKINGS ON SEARCH ENGINES, BUT THAT DOESN'T HAPPEN OVERNIGHT.

We all want our websites to be top ranking in the major search engines, right? But how do we accomplish effective SEO? We hear a lot of “I want to be on the first page when someone searches for…”—but, this is not something that can be accomplished overnight.

Before you spend a handful of money for paid SEO to increase your rankings, let us help you gain a better understanding of what Search Engine Optimization is really all about.

What is SEO?

Search Engine Optimization is the process of generating traffic to your website because of having quality content on your website—more specifically, content that is structured properly.

When your website content is properly formatted, search engines such as Google, Bing, and Yahoo have enhanced ability to find your site with ease. There is a science to this, and you can achieve effective SEO without having to spend a lot of money for PAID SEO. Keep in mind, there are benefits to paying for SEO based on the type business you have—retail, consumer-driven, etc.—but it’s worth focusing on organic SEO first.
 

So, what is ORGANIC SEO? Simply put, organic SEO is the free, natural way to improve your rankings on the major search engines and drive traffic to your website!

Think of it this way: when someone lands on your website, are you offering a user-friendly experience? Does your home page inform the viewer (in a matter of seconds) about what you do and how they should specify your brand? Or, better yet—how they can buy from you?

Have you heard the viral quote “Content is King”? There’s a reason this quote is used so frequently—it’s the key to effective marketing. It’s the engine that ultimately drives your SEO rankings.

How do you know if your website content is SEO friendly? Here’s a fool-proof checklist for easy reference:

• Do you have at least 500 words of relevant content on your web page with no spelling errors? Don’t forget to check for typos!
• Do you have quality images that send great visual messages? Nothing blurry, grainy or otherwise poor quality.
• Name your images and describe your images with captions using keywords and highly-searched keyword phrases.
• Do a grammar check. While grammar has been thrown out the window to a strong degree in favor of a more conversational, emotional style writing, we still need content that flows properly. Search engines don’t like poor grammar and typos.
• Is your content informative? Are you keeping your website updated? Does it motivate one to have an “ah-ha!” moment or learn something new?
• Consider adding recommendations or review page to your website.
• Provide well-written content with downloads and links to additional information.
• Include keywords, search phrases, and meta description tags on each page

Digital marketing is the most efficient approach to building brand awareness, and your company website is the single most valuable tool you can use to create customer loyalty.

Is it great to have lots of traffic pushed to your website? Absolutely! But not if they don’t like what they see once they get there. Having viewers opt-out of your site as quickly as they find it may indicate that you need to improve the content you are sharing.

If you still aren’t quite sure where to begin, let’s talk.

There’s more to SEO than what we’re covering here, but it’s important to get the basics down first. Let’s look at your website together and discover how we can optimize your viewer's experience—and work to drive more traffic to your website while we’re at it.

When you’re ready to drive demand and make a bigger impact in the industry, send an email to info@division08marketing.com. Or, give us a call at 678-916-3872. 

How often do you hear yourself saying, "We don't need to invest in marketing right now: We've got plenty of business"?

Here’s what successful building product marketers do in good times and bad…

Let’s face it—it’s easy to look at the work rolling in during a solid year and feel like you can kick your feet up for a while. Why invest in marketing when you have all the business you can handle, right?

That’s where many businesses get into trouble.

Here’s a real life story for you—

A friend shared his personal experience working for a large corporation that did this very thing.

They had several huge projects keeping their team of employees very busy. Unfortunately, they weren’t filling their pipeline with what was coming next. Once those huge projects were over, the company had offices filled with people, but not enough work to keep them busy. This was not a good move for the business or the team.

Eventually, the reductions started and our friend began looking for a new job. He went to a smaller company that prided itself on working lean and efficiently—never needing to cut staff.

But, guess what happened—this company fell into the Exact. Same. Trap.

They were having a busy year and everyone was focused on working “in the business”—while forgetting to work “on the business” (… marketing to generate new opportunities).

Sure enough, they to had cut team members and reduce others to part-time. It took almost six months to get back up to speed and fill the pipeline again.

You don’t want this fate.

And, we don’t want you to make these mistakes either—you’re better than that.

Believe it or not, it’s possible to implement a successful marketing plan that works in your best interest during good and not so good times. If you’re a building product supplier and you’ve made it this far reading—we’d say it’s a fair statement you need a little guidance on marketing during all business phases. Agreed?

What is marketing really about?

Do you find yourself asking questions like, “My business is great, why should I invest in marketing?” Or, “My business is slow. How can I afford to invest in marketing?”

Hmmm…

If this sounds familiar, you might be suffering from a form of marketing myopia. That’s right—we just diagnosed you with a condition that means you look at marketing as nothing more than “advertising” to drive sales for the short term.

Marketing is so much more than this… It’s not just about investing in a few ads, having a website, and some slick brochures.

Effective marketing is about building a relationship with your customers. A deeper relationship leading to customer loyalty and brand preference.

Take a look at the leading companies in your industry. And ask yourself:

• Are they marketing some years but resting on their laurels during others?

• Do they disappear from trade publications and events when the economy is going well?

Absolutely not. They look for new opportunities to expand their business. New marketing techniques.

The leaders keep leading. They continue to market their strengths. New products. New services. They develop channels to allow customers and prospective buyers to engage with them. They market every day to ensure solid business growth for the future.

“If you’re out of sight, you’re out of mind…” This is how you need to look at your own marketing efforts.

Take a lesson from market leaders. They market full speed ahead, in good times and bad. Learn from them.

Marketing isn’t intended to be a “silver bullet” to instantly boost sales.

In order to develop trust with potential customers, you have to establish credibility and build brand awareness for who you are as a company—as well as brand awareness for your products. How can you make your customers’ lives better with your brand and products? Marketing throughout the year, every year, no matter current economic situations, will encourage solid business growth and healthier profit margins in the long run.

As we’re heading into a new year, let’s start brainstorming together. How can you take your marketing efforts to the next level in 2018?

Here’s are a few ideas for you to take action and get started:

1. Digital Marketing helps level the playing field. It allows you to reach a large audience efficiently and cost-effectively. Are you informing, educating, and engaging your audience? 

2. Are you monitoring your website analytics? Is the content on your website optimized so that search engines will find you? Let's create an SEO strategy that drives more traffic to your website.

3. Develop a Social Media strategy to maximize your exposure and create a relationship with your customers, prospective buyers, and influencers.

4. How well does your marketing database serve you? Don't wait for the calls, the website visits, or customers and prospects to reach out to you first. Connect with them via email marketing—this should be part of your digital strategy. Let's develop targeted messages that develop meaningful relationships with your buyers and influencers.

Does any of this sound like a good idea to you? Let's stop here for now, though there are more ideas we can share.

If you’re still feeling overwhelmed, or are clueless about where to find the skills and time to even begin these projects, we’re here to help.

Our team is packed with over 37 years’ industry experience. We’re experts at driving demand, building brands, and generating more leads and sales in the industry (it helps that we have tremendous building product knowledge and understanding of the construction process).

Get your free 30 minute consultation with our marketing team today and let's get to work.