Were you surprised to see the acronym in the subheading? And in some respects – that isBut if you’re new to manufacturing or feel like you need a quick specifier marketing rehash, it’s an important comparison.

You see, designers are not customers considering products for personal consumption. They are professionals who design buildings and suggest product purchases. To Private or public clients please.

The specification process begins with the client’s concept brief. Architects and engineers then create designs and consider suitable products. Once the perfect solution for the project is found, it will be added to the specification.

At first glance, it may not seem all that complicated. But yes. The decision-making process includes coordination with project stakeholders, regulations and even green building certification systems.And remember that every stakeholder has their own triggers When I need information.

As a manufacturer, this means you’re trying to reach out to someone who needs to coordinate your decision-making process with other experts and moving parts. When As long as it’s an expensive purchase with long-term performance goals.

Does it closely resemble the characteristics of B2B marketing and sales?The reason is It’s kinda. The difference is in the structure of the business in construction where specifications represent conversions and closings (or intent to close*).

*Some countries prohibit brand-specific items in public works specifications. However, designers can create a workaround by detailing their own item characteristics.

What are the benefits of digital marketing for building materials manufacturers?

The construction industry may be one of the oldest industries, and many long-standing organizations are successful with traditional methods. On-site installation training, an interactive booth at a trade show, or being part of a building trade association can help you win leads and can workBut in today’s digital environment, it’s not enough to rely on old-fashioned messaging and traditional ways of doing things.

The first thing I want to make clear is that marketing is not a one-size-fits-all. A building materials manufacturer’s (BPM) marketing strategy can differ from most other industries. Traditional tactics may work for your business, but your digital route should be part of it too. Otherwise, you risk being left behind.efficient and well thought out Digital The right strategy is essential to today’s success. Here’s why and what it offers:

1. Digital Presence Drives Brand Awareness

Digital natives are a big part of the decision-making process. These individuals do not see digital channels as a necessary evil. Quite the opposite. For millennials (and other generations)digital tools are essential for work and play.

Want evidence in the context of construction? His 59% of users in architecture, engineering and construction discover new products through digital media such as search engines and his websites for manufacturers. You can read a full breakdown of specifier survey patterns here, but only 9% say trade shows are their primary medium.

If you lack a digital presence, experts conducting research online won’t be able to find you. If you want to raise awareness, your brand and products should be discoverable on Google Search, social media platforms, or digital marketplaces in the construction industry. preferably all.

2. Data helps manufacturers understand what specifiers want

Before you start selling anything to anyone, you need to fully understand who are sold toNow, you might think you already know who these people are. biased. If you really want to know what the specifier is looking for, you’ll have to dig into the audience data.

So what is data in digital marketing? Simply put, audience data is information about people who respond to your ads and engage with your brand on digital outlets. With each visit, click, scroll, like, download, or follow, you’ll better understand who your audience is and what they want.

Apart from creating a more factual overview of your prospects, audience data also helps you create audience segments.When Create relevant messages based on known attributes and actions.

3. Communicate and nurture to generate ongoing engagement

Have you ever experienced MQLs (Marketing Qualifying Leads) skyrocketing after an industry event and noticed your pipeline failing the next month? No 1 person. Many manufacturers (and marketers in most industries) struggle with his inconsistent influx of MQLs.

Digital tools cannot guarantee a steady flow 24/7. can Your job is to grow your brand presence, expand your communication channels, and nurture leads through promotional activities like email campaigns, search ads, and automated nurture programs.

4.Thorough dissemination of accurate information to build trust

Limiting interactions with traditional media increases the risk of misinformation. Now, this may sound like a blanket statement, but when it’s printed or broadcast, it’s out.

There is no withdrawal.

But why does this matter? Well, it can tarnish your reputation and your relationship with the specifier. Architects, engineers, and construction professionals want quick and timely access to information need to do it. And they have to trust it. Product descriptions and technical specifications tend to be outdated or inaccurate within a year. And you don’t want them floating. Bargain sale It’s an updated product solution.

Digital media, on the other hand, can be edited, updated, or deleted at any time. For example, you can remove type-os, add new information, or replace it with just a few clicks in the product documentation.No (literal) There is no need for sales reps to spend time retraining or reselling specifiers on updated products and features, as well as paper trails.

5. Enable social interaction with designators around the world

Physical interaction is the key to building human-to-human connections. But if the hardships of the last two years have made us suffer, it means we shouldn’t take them for granted. And in many ways, digital technology has proven to be our social savior.

It goes without saying that digital technology enables people, businesses and colleagues to connect, wherever they are in the world. This gives brands the opportunity to expand their horizons without spending a single moment on the road or in the air.

6. Results that can accurately evaluate efforts

Traditional media can get your message across to the masses, but it falls short of demonstrating results in a quantifiable way.

of course, There are ways to improve measurability, such as adding QR codes and links to websites in print. This can help you identify spikes in traffic or conversions, but it won’t reveal impressions or interactions or, most importantly, conversions. rate.

Cookies, UTM tags, and platform analytics: Digital tools track every interaction, provide valuable insight into your efforts, and help you calculate a more accurate ROI. Anders Johansen, European Channel Manager at Electrolux, gave a very compelling discussion in a recent webinar on how manufacturers are navigating the new digital landscape.

7. Increased productivity and cross-functional collaboration

Digital tools are not just for reaching architects and engineers. They also bring many internal benefits. One of them is productivity improvement.

The power of digital tools is multifaceted. They are useful for calculating and analyzing exact numbers. With them, you can move from one-to-one to one-to-many. You can also automate mundane manual tasks. Freeing up time means you and your team can spend more time on goals and actions that help you reach your goals.

The productivity debate is also important on the other side of the table. Architects, engineers, and interior designers are familiar with the idea of ​​employing digital tools to improve the building process. One of the key catalysts for digital transformation is the widespread adoption (and mandate) of BIM (Building Information Modeling).

Using BIM as a marketing strategy

Well, having a product out in the world and expecting specifiers to bite is all very well, but it’s not always that easy. In his 2021 survey by AIA, 90% of architects say they want manufacturers to be involved in the specification process. Another 88% believe collaboration is essential to success. But how can manufacturers take advantage of it?

We have previously argued that BIM should be included in every manufacturer’s marketing plan. And the point still stands. Whether you’re looking to build brand and product awareness, build awareness, build and nurture engagement and leads, and reduce time to specification and cost, BIM has become the most important tool in your toolbox. may become.

BIM content creation satisfies specifier needs on multiple levels. An informative 3D replica of a physical product gives architects and engineers easy access to the data they need to add products to their designs. A big step in the right direction. But if you want to turn your steps into leaps. Promoting your content requires the right marketing tools.

BIMobject’s marketplace provides marketers with the tools to do just that. In addition to exposing BIM content to over 3 million registered users, we also analyze brand interactions, identify trends and create audience segments to deliver relevant emails to your targeted audience for his campaigns and search ads. You can also send.

Want to read more about this topic? Check out this blog on how to maximize brand awareness and BIM object downloads.

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