6 Effective Ways on How Building Materials Marketers Must Use Social Media

Social Media For Building Materials Marketers Social media marketing is no longer an afterthought strategy for companies and organizations, even if your company is in the building materials industry. Every major brand is already present across the social media platforms. Companies from every industry are taking advantage of the social media. But the building products industry is lagging behind.

One of the reasons is the lack of understanding about how social media works and how building materials marketers can integrate it with their marketing efforts.

Another reason is that building product manufacturers are behind their customers when it comes to social media. They are supposed to be the smart marketers. You would think they would embrace the newest marketing tools before their dealer, builder and contractor customers. You would think they would at least keep up with their consumer customers.

What the building materials organizations don’t realize is that these can be easily overcome. And they should never stand in the way of building a social media marketing strategy.

For a great article on social media for building material companies, I suggest reading 8 Ways Building Materials Companies Can Use Social Media by Mark Mitchell.

If you’re a building materials marketer, here are five ways on how to effectively use social media.

Use social media to interact and engage

Social media icons on smartphoneYour social media accounts should be used to give your organization a voice and a way to interact with your customers and homeowners.

Building materials companies are not so great when communicating with homeowners. You can stand out from the rest by showing a bit of personality when you homeowners in social media. One thing that you can do is to humanize your organization while you respond to inquiries and reviews. Use it as a customer service advantage.

Educate your customers and their customers

Need help with your Facebook marketing strategySocial media isn’t only a place to advertise your products but it’s also an ideal platform to share information about home building issues. Make sure that you limit self-promotional posts. Instead, focus on raising awareness of a certain problem in home building, remodeling or repair.

Another good idea for your social media use is to give customers even more reasons to buy your products. Oftentimes, if a person gets information from you about an idea they use, they will have a sense of loyalty towards you and your company.

Raise awareness through social media advertising

Building Materials Marketers Must Use Social MediaTake advantage of social media advertising to help raise awareness for your brand or drive leads to your premium content. In this way, you can nurture your visitors and turn them into customers.

However, when you do use social media ads, make sure that they’re relevant and well-written in a way that they can grab your reader’s attention. 

Give your readers something that they can’t find anywhere

Social Media Is A Must for Building Materials CompaniesWhen it comes to social media, the sky is the limit. One of the things you can give your readers that they can’t get elsewhere is to how-to videos or infographics with tips that bring our products to light in an interesting and educational way.

Not surprisingly, companies don’t see results from their building material social media campaign – and certainly not sales. Here’s what they are missing: You are helping someone solve a problem where your product is a possible solution.  You are not selling them why your product is the best solution.

Regardless of what segment your company is in the building materials industry, there’s a place for you in the social media. Give your audience something that’s unique so it will be shared, retweeted or favorited.

Social media isn’t scary

Social media shouldn't be scary for building materials marketersBuilding materials marketers should take advantage of social media to communicate with their customers and homeowners. If you don’t have any idea on what to post, try monitoring other consumer durable products companies (especially appliance manufacturers’ like KitchenAid) and find out what posts they publish on their accounts. Take notes of what truly resonates with you.

When you start engaging with your audience through social media, your building materials industry can reap the rewards for many years to come.

Good Selling!

Greg Bonsib is an author of the new Mighty Guides Ebook Data Disruption.

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19 Social Media Marketing Facts You Need To Know

Every now and then you come across some stats that tell a story better than any how to article ever could. These fast facts will arm you for those corporate arguments that generally start with “why are you spending time on social media” and end with the boss asking for “what’s the ROI?”

  1. $8.3 billion will be spent only on social media advertising in the upcoming year.
  2. Integration of social media with retail businesses will increase the number of people who share products on their personal profiles for up to 60%.
  3. 96% – 89% – 84% The percentage of social media advertisers that measure fans, traffic and mentions.
  4. Almost 46% of the people who want to buy a product will check out the social media page of the company or product they’re trying to buy.
  5. 67% – 78% marks the increase of companies that have specialized social media teams compared to 2012 stats.
  6. 66% internet marketers believe that social media affects their business, but only 9% of them actually know how to measure this impact in their revenue statement.
  7. The total amount of social media marketing budgets will increase its value by 100% over the span of five years from now.
  8. Consumer comments are important because the customers is on the first place after all, but only 20% of those comments get a response and the average time that companies spend in figuring out that response is 11 hours.
  9. 17% of bloggers and internet marketeers plan to improve their podcast or introduce them to their online business.
  10. B2B entities need to improve their social media exposure because 85% of buyers in this sector think that these companies should present their info pack on the social grid.
  11. Facebook stands as the number one influencer when it comes to online purchases in the US. Over 47% of American say that they check the validity of the product on Facebook.
  12. Facebook has a usage rate of over 94% in the B2C sector when it comes to social media platforms.
  13. Two thirds of the marketers that are active on Facebook claim how they’ve gained new customers using paid advertising.
  14. The same number stands for a post engagement in its first 5 hours after publishing.
  15. On the other hand only 34% of marketeers use Twitter to create a list of leads.
  16. 28% of the retweets you see on tweeter happen due to the fact that many marketeers include the “please RT” phrase in their posts.
  17. Google+ is a lonely rider on the Internet, but this is due to change because 19% of online marketeers plan to increase their activity on this social platform.
  18. 40% – 70% – 67% is the number of marketeers that use, want to learn more, plan to increase their activities on Google+.
  19. Users still spend four times more time on Tumblr and Pinterist rather than on Twitter

The original post was written by Aleksandar Spasevski and can be found at 19 Social Media Marketing Facts You Haven’t Known About.

Good Selling!

Image credit: Twin Design | Shutterstock

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Are You Relying On Social Media To Reach B2B Buyers?

B2B buyers like social media but communicate with e-mailIf you think social media is the best way to reach B2B buyers, then you’re going to be disappointed.

Here’s why: B2B buyers like social media but communicate mainly by e-mail.

A recent survey of B2B buyers done by research firm eMarketer found that 97% of respondents listed e-mail as their main way sharing content on product research with their colleagues.

It’s not that B2B buyers are afraid of using social media

The survey found that 78% of them use LinkedIn as their main social media channel, followed by Twitter at 59%, Facebook at 40%, Google+ with 36%, Slideshare had 32% and Pinterest at 20%.

How B2B buyers view key business content also is changing. “A good deal of content consumption has shifted to mobile and video,” the report says, citing data from IDG Global Solutions. “More than half of B2B buyers now use mobile devices to make purchase decision research.”

B2B buyers communicate mainly by e-mail67% of survey respondents use their web-enabled smartphone to visit a vendor site for product information compared with 65% to compare prices and products. Additionally, 57% use their smartphone to read feature articles about trends and strategies, 48% to watch videos, 47% to browse and participate in forums and social networks, 41% to read case studies and 34% to read white papers.

“Buyers vastly prefer sharing via e-mail, but have shown preference for LinkedIn and Twitter for social media sharing purposes,” the report says. “Blog posts, infographics and videos were the most popular formats of content for sharing.”

B2B buyers may not be embracing social media but B2B marketers are

B2B Buyers may not be embracing social media but B2B marketers areOn the other hand, B2B marketers love social media. They tell stories of introducing new products via social, saving money when questions about their products are answered by followers from other companies and earning credibility when influencers tout their brand. All this, they believe, will help them capture viable leads.

“Social media marketing is no longer a nice to have—it’s a must have,” said Mark Yolton, senior vice president of digital, social and communities at business software and services purveyor SAP. “Our customers expect it. Our competitors are all doing it. And unless we embrace and excel at social media marketing integrated into the full marketing mix, we’ll be at a competitive disadvantage.”

There are plenty of challenges, however. B2B marketers complain that it is nearly impossible to track leads captured through social through to sales. Nevertheless, through trial and error they have learned that social media’s value for top-of-funnel engagement and for nurturing targeted leads makes it a vital marketing tactic.

Don’t waste your marketing money with the wrong tools aimed at the wrong audience

Don’t waste your marketing money with the wrong tools aimed at the wrong audienceIt’s clear that social media plays a role for both B2B marketers and B2B buyers. But as you consider your marketing mix, keep your eyes on the tools – like email – that your customers are using. Too many companies waste money on marketing. They spend a lot of money on the wrong message with the wrong tool aimed at the wrong audience.

Don’t be so caught up in the latest new tactics that you lose sight of the goal: making the sale.

Good Selling!