Five digital marketing tips for building product manufacturers

Here in our regular blog, we look in more detail at what building product manufacturers can do to generate more sales enquiries from contractors, merchants, architects and specifiers:

  1. Formulate a strategy

It is important that building product manufacturers work with a clear digital strategy rather than hoping that simply relying on social media to generate interest. This is why we create a digital marketing strategy that encompasses PR, SEO, Content and paid search.

So, rather than devising a separate strategy for SEO, social media and PR, we view all these as elements of an overall Marketing Communications strategy. That makes it really simple for our clients because it allows us to adjust the weighting of each element depending on what their objectives are. For example, if our client is looking to generate sales leads, then SEO and paid search may work best, whilst for brand awareness or a company anniversary, PR is the natural choice.

The beauty is that whichever element of the mix is required, we can make sure that they all align with the overall marketing communications strategy.

  1. Digital is the new battle ground for your brand

There’s no getting away from the fact that the vast majority of your customers will begin their search for products and services online. Gone are the days when building product manufacturers could rely on traditional PR appearing in trade magazines such as Construction News or Architects Journal. Important that these are – many architects still prefer the printed magazine – the only way of getting real traction when it comes to growing your sales is to make sure your brand can be found digitally.

The most effective way of doing that is to get support from our team. We’re devising content and digital marketing strategies for clients all the time in the manufacturing and construction sectors and can guide you through the process. You will probably have most of the marketing collateral you need to make a step change in your online presence; it’s just a matter of letting our digital marketing specialists make it easy for your target market to find it.

  1. Content is king

Within the construction sector, content has always been important; architects and specifiers need excellent quality information to make informed choices about design. As an agency we specialise in helping our clients to get this across in a powerful way. We know you’re busy though and that’s where we can really make a difference - our team of writers have over 20 years’ experience in the construction sector, which allows them to write interesting and persuasive content.

  1. Back links count

An important point to remember when it comes to backlinks is that algorithms no longer rely solely on the quantity of backlinks to rank websites in search results. A whole variety of other factors are now important, including - localisation, mobile, contextualisation of on-site content to name a few. Read our blog to find out more about these.

As a result our Communications Strategy makes sure that your website has the right quantity and type of backlinks – it’s no longer viable to rely on loads of backlinks whilst having a website that underwhelms visitors. As well as creating backlinks, we make sure our clients’ websites are technically informative, provide highly relevant content to specific search queries and are mobile friendly.

Remember, too, that there’s a difference between acquiring a backlink by manually placing a text link in a case study, blog or white paper (link building) and having someone link to you externally on merit (earned links). Our ability to write high quality content ensures that we maximise ‘earned backlinks’, which can increase keyword visibility eightfold.

Only then will link building really make a difference to your Digital Marketing Strategy.

  1. Paid search can help

Search advertising can help generate sales leads, drive traffic, and boost brand recognition, although it needs to be done in a targeted way. The first step we take is to define goals and budgets. You may be pleasantly surprised by how cost effective our PPC campaigns are. We’ve run campaigns from as little as £30 per day and generated excellent results though this targeted approach.

And, because it’s all part of our Digital Marketing Strategy, we can use the high quality content and keyword research from our PR and SEO elements to make sure that the PPC campaign is aligned to the overall objectives.


What is significant about a digital marketing strategy is that most building product manufacturers have the resources necessary to start generating more sales leads. It’s just that they’re not being deployed in the right place or the right way.

That’s where we can help. Move things around, switch to the right channel, getting a clear strategy in place and make sure the content is relevant, and you’re well on the way to generating those all-important sales leads.

If you would like to find out more about enhancing your digital marketing strategy, please don’t hesitate to get in touch with our team by emailing or calling 0114 349 5344.

Call us on: 0114 349 5341