As a building materials business, you are constantly marketing to other businesses and consumers. Your goal is to show how you have the better building materials and how you can be the better strategic partner than the other companies out there. In order for this to happen, you have to build the perfect marketing team.
It takes the right team of people to create an excellent marketing strategy for your building materials business and that's because there are so many components. This means you may need to have multiple “specialists.”
The Coach
A marketing coach is one of the first people you need. This is going to be the leader of the team who will guide everyone towards the various goals that you have in place. The coach should be strategic and be able to take on multiple roles. You want someone who can properly communicate, and who can work well with others.
Typically, this is one person because we all know what can happen when there are too many leaders. However, if you find a few people who work together, it could be beneficial to have them lead everyone.
SEO Experts
With the complexity and frequency of algorithm updates, you definitely want a few search engine optimization (SEO) experts. These are the people who are going to focus on search engine optimization.
Even though this concept has been around for years, it can still be confusing. You don't want to try and do any digital marketing campaigns without the help of at least one SEO expert. These are the people who are going to help with the keywords, backlinks, content, and all of the other techniques that will get your site up to the top of the search engine results.
Content Creators
The majority of your marketing efforts will be content. This includes what is featured on your building materials website, your blog, social media, as well as any promotions and advertisements that you run. The text has to be high quality, informative, and engaging. You want to work with someone who understands this and has superior writing skills.
People can tell when the content wasn't written by a writer – and it generally fails in more ways than one.
The Webmaster
Your webmaster is going to be someone who can integrate all of the content into the design of the website so that it makes sense and is eye-catching at the same time.
Additionally, this person should also be responsible for the analytics. This way, you can tell how much traffic is coming to your site and more importantly, how much of it is converting into qualified leads. You may want to have a webmaster as well as an analytics expert, or roll them into one roll. Either way, it is important that they are able to do both for you as the design and the metrics are both vital to the success of your building supplies website.
The “perfect” marketing team is not easy to build. You want to be successful, and this means having access to all of these individuals. The problem is that most companies don't work with all of the necessary experts.
They hire one person at most and are then disappointed by the results. This is because one person simply cannot do all of what is needed. A person may have one specialty within the world of marketing, maybe two. Chances are, you won't find someone who is a great content writer and an amazing webmaster.
The best option may be to go with a full-service digital marketing agency that specializes in the building materials industry. This will allow you to tap into the skills of everyone on the team, without having to place everyone on your payroll.
There’s one more really crucial element to consider; what is it like to work with this talented team of individuals. If you decide to go the agency route consider engaging in a small project first like SEO or a landing page design before you go all in. You want to make sure that the agency is able to collaborate with you and understands your marketing needs.
