It’s absolutely essential for every business to have a website. When it comes to marketing your brand to building materials distributors there is no exception. You should look at distributors as an asset and even an opportunity for a new brand ambassador.
That’s why it’s important to have the right online presence in place with messaging that will resonate with distributors.
Here are six tips you'll want to use as you think about how to market online to building materials distributors.
1. Make your site responsive.
Since April of 2015, Google has instated mobile-ready requirements which websites must meet in order to receive good scores. In fact, Google actually has algorithms that measure how mobile-friendly a site is. Depending upon the results, the site receives higher rankings in the search index, which increases the amount of organic, inbound traffic. And an increase in inbound traffic to your site means that you have the opportunity to make more sales.
2. Engage in social media and e-mail campaigns.
Increase your inbound marketing by utilizing all the main social media channels your target audience spends time on and by sending out e-mails to the companies that have demonstrated an interest in serving as a distributor for your building materials. Once you've defined the needs of your target audience, start posting away.
For example, besides letting building material companies know about the high quality of your products, include tips on how to solve everyday issues that they face in the distribution process.
3. Provide landing pages that bring viewers in and reduce the bounce rate.
After you successfully bring an online viewer to your website, you'll want an attractive landing page that reduces the "bounce rate" -- that is, the amount of time between which a viewer lands and leaves your page. In between those two points lies your window of opportunity to convert that viewer into a paying customer.
4. Own a blog that contains original, high-quality material.
In order for a website to receive higher rankings in the search index, Google's algorithm changes require that you provide exclusive, meaningful content. Use that material as something of value to offer viewers once they have landed on your page. Then, obtain contact information for your email and social media campaigns.
5. Build an online community.
With the use of interactive, engaging material that invites shares, likes, and commentary from loyal followers, you are building brand awareness. Plus, by focusing on the viewers, presenting an appealing brand, and encouraging online customers to relate to others who use your brand, you create an online community.
Over time, online community members build a lifestyle around your brand and actively spread the word to others. Members of these types of online communities go by a variety of names -- brand heroes, brand champions, brand ambassadors, and brand evangelists.
The important fact to remember is this: Online communities are far more effective in promoting your brand as a group than you are as a single individual or company. See this article by the Huffington Post on how to build a robust online community that will get the word out.
6. Create a variety of content.
Create content in different forms for potential customers to view once they've landed on your page. The content should gain their trust of your site, maintain their interest in what you have to say, and keep them engaged so that they continue on a path where they undergo the conversion process from viewer to customer. Besides blogs, you can provide videos, consulting services, interactive forums, infographics and more.
Now that you’ve learned a few tips about marketing to distributors online, we hope you will take action by planning a new strategy and implementing tasks for a more successful web presence.
