While masonry manufacturing may not be the most glamorous industry, it’s just as important in this niche to leverage marketing as it is for any other B2B business or industry. Using digital tools and software like 3DiQ gives masonry manufacturers the ability to put their products in front of the perfect architects and builders at the perfect time, every time — but that’s not enough.
As the field of competition grows, it’s imperative that manufacturers continue to use those tools and software to position themselves as industry leaders. This extends to marketing, and while it’s an effective way to broaden your client base, it’s something that’s often overlooked by masonry manufacturers who may be confused about how to start or who may think it’s unnecessary.
The good news? You already have the tools to get started on B2B marketing for your masonry manufacturing business. Whether you’re just getting started on a marketing strategy for your organization or you’re looking to build on what you have, it’s wise to implement these strategies to see how you can build your brand (and your bottom line).
Search Engine Optimization (SEO)
The first place that buyers will look for masonry products is where most consumers search to research a buying decision: Google. It’s the most-used search engine, and if your business website doesn’t show up on the first page of search results, it could be hurting sales.
When it comes to B2B companies, Google searches can generally be divided into two categories; either branded or non-branded searches. Branded searches mean that the user already knows the name (brand) of the company they’re looking for. For non-branded searches, users are looking for specific keywords like “masonry products” or “brick distributors.”
B2B masonry manufacturers have a better chance of being found in non-branded search results. Here’s where SEO comes into play. Your business website needs to be easy to navigate, mobile-responsive, full of high-quality content (more on that later) and keyword-optimized. If it’s been a while since you last updated your business website, or if you don’t have one at all, work with a web designer with experience in B2B marketing.
Conversion Rate Optimization (CRO)
SEO is a great tool to get traffic to your website, but converting those visitors into leads is the next step. Capture those leads by asking potential customers to fill out forms for company newsletters, inviting them to sign up for webinars, and incorporating chatbots that can help answer questions they may have about your masonry products.
Another way to boost B2B conversions is by offering visitors premium content. In the B2B world, you’re facing a savvy audience of business decision-makers who likely use the same marketing strategies your masonry manufacturing organization does. They’re probably well-versed on the ins and outs of your basic product; this is where you’ll want to showcase why it’s better than the competition.
Testimonials, customer stories, videos and case studies are a great way to highlight your technical expertise. You should also leverage your collaboration with MasonryIQ. As a MasonryIQ masonry producer, your architectural line of products will be photographed and those photographs are put into MasonryiQ’s library. Share these photos in a gallery on your site to give architects and builders a real-time glimpse of how your products can be used in their construction projects.
Even the most robust B2B marketing efforts will be like spinning your wheels if you’re not clear about who you’re targeting. Each website visitor is in a unique position when it comes to making a purchase from masonry manufacturers, and personalizing your marketing message based on where they are in the buyer’s journey can help increase the chance of closing that deal.
Buyer personas are hypothetical representations of your ideal customer. Start with the basic demographics and past history of your customers. Are they architects or builders? Commercial or residential? High or low purchase volume? One-offs or regulars? Reconcile this information with the data collected from case studies, surveys, and testimonials. Enhance the value of your product even further by showing them how they can easily design their projects with a tool like MasonryiQ.
From there, create a blueprint (buyer persona) that you can follow to offer marketing messages that address their masonry and architecture pain points. This is especially important when a potential customer finds your masonry manufacturing website through a non-branded search and has no previous experience working with your organization. Remember that the messages you send new customers should be much different than those you deliver to repeat B2B decision-makers. Customers will need a bit less education about your products and more relationship nurturing to keep them loyal.