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3 Digital Marketing Updates Building Product Brands Need

When it comes to digital marketing, brands in the building industry lag behind. These brands and their marketing firms tend to either misuse key digital opportunities or fail to use them altogether.

While the building industry as a whole may be behind the curve with technology, the individuals who choose and use building products are not. So if you're targeting these decision-makers, you may be missing (or wasting) golden opportunities to influence them. And you may need an experienced digital marketing agency to help.

Take a minute to honestly ask yourself: Is your building product brand truly making the most of these critical digital marketing opportunities?

1. Think mobile — yes, you

Some marketers tend to think of mobile marketing as relevant primarily to consumers and/or younger demographics. Not true. If you're targeting building professionals, take note.

A survey by JBKnowledge, Inc. found that as many as 77.6% of construction professionals use company-provided smartphones on the job. And that's just on the job. Pros don't stop being pros when they're off the clock.

With this much mobile usage going on, you need to make sure your website and emails are responsive, and you are considering mobile ads.

Your online content should be available to your audience on the go, like this loyalty program website hfa designed for LP Building Products.

2. Take your targeting to the extreme

Technology offers increasingly more precise ways to target and capture more share of your audience, from mobile geo-fencing to search targeting to website re-targeting and much more.

In an ideal world, your team would have an integrated digital plan (with measurement) that covers all the desired touchpoints of those most likely to have an interest in your brand or product. This will allow you to target the right people with the right messages at the right times. And it will help you prove the ROI of your marketing efforts by showing how it translates directly into leads.

An agency with digital marketing experience, like hfa, can help you find the right combination of targeting techniques and technology to help you get the most out of your marketing investment.

For example, hfa created a digital plan for Bosch Power Tools and achieved these results:

  • Paid search driving 38% more site traffic
  • Winning 87% of top search terms
  • 2x+ landing page visits
  • 7x the average number of video ad views

3. Provide content with REAL value

With the amount of media fragmentation today, it's not enough to have a website. It's not even enough to make sure it follows current user experience best practices. Yes, user experience is critical. But so is the practical value your audience gets from your content.

Brands today need to shift from simply providing information online to providing useful, engaging tools. Think calculators, how-to content, visualizers, etc. — based on audience insights.

For example, when hfa learned that the #1 regret among shed buyers is choosing a shed that's too small, we created this interactive size selector to help them choose the right size the first time. Content like this will make your target audience more likely to visit your site in the first place and to return again and again.

The need for valuable content is even more important in social media marketing. That value may take the form of helpful tips, special offers or even pure entertainment value. But simply promoting features and benefits won't cut it, even for B2B brands. To get results, you need a user-focused approach.

Infographics, like this one hfa created for Bosch Power Tools, can engage your target audience across multiple devices. Make sure the content is optimized for viewing on tablets and phones as well as desktops.

The good news for you is, embracing the incredible opportunities digital marketing offers can be a game-changer for your brand. Because the building category lags behind, simply doing what's considered the minimum in other industries could propel you leaps and bounds ahead of your competition.

For example, in a Construction Marketing Association survey, 96.4% of respondents said they plan to increase their marketing in 2017, but only 46.2% plan in increase their mobile marketing. Now is the time to seize the digital marketing opportunities of today — and beat your rivals to it while you still can.

Sources:
2016 Construction Technology Report. JBKnowledge, Inc. 2016.
2017 Construction Marketing Outlook Survey Results. Construction Marketing Association. Feb. 8, 2017.