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How to market building products to get more sales
Selling building products is more competitive than ever. With hundreds of manufacturers competing for attention from construction firms, retailers, specifiers and homeowners, it takes more than a decent brochure or a trade show appearance to stand out.
The brands that win are the ones that communicate clearly, understand their audience and make smart use of every available channel from content and social media to search engines and CRM. At Purplex Marketing, we help building materials companies do exactly that.
Here’s how to sharpen your marketing efforts, reach the right people and boost sales in the construction industry.
Know who you are speaking to
The first step is to define your audience. Are you trying to reach distributors, installers, architects or end users? Are your building products aimed at high-end interior designers or value-focused housebuilders? Each group has specific needs and expectations, so your marketing strategy must reflect this.
Market research is essential. It helps uncover what matters most to your customers – whether that’s durability, price, sustainability or ease of use – and shows how your products fit their world.
Make your USP clear
What sets your product apart? Perhaps it’s a certification, a technical innovation or something as simple as better lead times. Whatever it is, make it the focus of your marketing. Your USP should run through your website, brochures, social media channels and every email campaign.
A strong value proposition builds trust and makes it easier for potential customers to choose you over competitors.
Use content to drive interest
In the building materials industry, a good blog is more than just a place for updates. It’s a way to answer questions, show expertise and help customers make better choices. A regular blog post with useful guidance including installation tips, product comparisons or sustainability advice supports your search engine rankings and builds credibility.
Case studies and testimonials are equally effective. Showcasing real projects and customer feedback is a great way to demonstrate quality, service and results. This content also works well on YouTube and social media platforms like Instagram and Facebook.
Improve visibility with SEO and email marketing
Customers often begin their search for building products online. If your website is not appearing in search results, you are already behind. SEO improves your online presence by using the right keywords, metadata and structure so search engines can find and recommend your pages.
Alongside this, email marketing keeps your audience informed. Newsletters, product launch plans and targeted campaigns help build brand awareness and generate enquiries. A good CRM system allows you to track engagement and plan smarter campaigns.
Use trade shows to connect directly
Despite the shift to digital, trade shows are still a powerful tool. They give customers a chance to see and touch your products while your team has meaningful conversations face to face.
Success comes from preparation. Promote your presence through email, blogs and social media ahead of the event. Afterwards, follow up with tailored messages to convert interest into sales.
Strengthen your brand on social media
Social media is not just for visibility; it supports your wider marketing plan. Posting useful, engaging content helps build your brand identity, encourages interaction and keeps your business front of mind.
Each platform has its strengths. Instagram is ideal for visual products. LinkedIn is better for reaching decision-makers. YouTube works well for tutorials and case studies. Choose channels that match your audience and be consistent.
Build long-term success
Marketing building products takes time, focus and the right message. It’s not about pushing products. It’s about becoming the brand people trust. Purplex Marketing supports building product manufacturers across the UK with joined-up strategies that deliver results. From SEO and social media to case studies, email campaigns and trade show promotion, we help businesses grow their market share and meet their goals.
For more information and advice, contact us here.
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