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It’s a new Day for online marketing
Online marketing strategy today is like running a modern building project. You would not pour concrete, fit windows, and wire electrics without a plan. Marketing works the same way. When activity is joined up, results follow. When it is not, the leads slow down.
Most buyers now research online before they speak to a supplier. That applies whether you sell windows, doors, roofline, glass, or wider building materials. If your online presence is unclear, outdated, or hard to trust, enquiries suffer.
Why online marketing strategy now matters more than tactics
The short answer is simple. Tools change, but buying behaviour does not. People want clear information, proof, and reassurance before they act.
An effective online marketing strategy brings key channels together:
- Your website as the main sales tool
- Search visibility so buyers can find you
- Content that answers real questions
- Paid media to support demand at key moments
When these work in isolation, budgets get wasted. When they work together, lead quality improves.
What buyers now expect before they enquire
Most prospects will visit your website before making contact. That first visit sets expectations.
They look for:
- Clear product or service detail
- Evidence that you work in their sector
- Up-to-date content that solves problems
- Easy ways to take the next step
If any of these are missing, buyers move on. This is one reason online marketing strategy now focuses less on volume and more on relevance.
How content supports long-term lead generation
Websites are no longer static brochures. They need regular, useful updates that reflect how customers think and search.
For construction and manufacturing businesses, this often means:
- Explaining technical products in plain language
- Answering common trade and homeowner questions
- Supporting buyers through longer decision cycles
This type of content supports search visibility and helps build trust. It also gives sales teams better-informed enquiries.
Balancing paid activity with long-term growth
Paid media still has a role. Search ads and targeted campaigns can generate enquiries quickly. The issue is reliance.
Short-term activity works best when backed by long-term foundations.
| Short-term activity | Long-term foundation |
|---|---|
| Paid search campaigns | Search-friendly website structure |
| Promoted social posts | Helpful, sector-focused content |
This balance helps manage cost while keeping leads consistent.
Why some online strategies fail
Many businesses struggle because they focus on tools, not outcomes.
Common problems include:
- Outdated websites that no longer convert
- SEO activity with no clear direction
- Paid campaigns that run without follow-up
- No clear view of which leads turn into sales
An online marketing strategy should link activity to real enquiries, not just clicks.
Next steps to keep growth moving
Think of your online marketing strategy like maintaining a production line. Small checks, regular updates, and clear ownership keep everything running.
If your leads have slowed, start by reviewing how your website, content, search, and paid activity work together. Fix the gaps first. Then build from there.
Talk to us about your online marketing strategy
If your online marketing strategy is not producing the right level of enquiries, it may be time to review how your website, content, search visibility, and paid activity work together. The Purplex team supports construction, glazing, and manufacturing businesses with practical marketing plans that focus on lead quality, visibility, and long-term growth.
For more information, contact Purplex, call 01934 808132, or email grow@purplexmarketing.com.
Our services include marketing consultancy, web design, e-commerce, PR & communications, SEO, PPC, filming & video production, social media, design & branding, and LeadTracker.
You might like to read
If you found this article useful, these related insights explore how marketing, content, and digital strategy support growth for construction and building product businesses.
- How to build a winning marketing strategy – A practical look at planning marketing activity that supports long-term business goals.
- What does a marketing agency do? – Explains how specialist support helps fenestration companies improve visibility and enquiries.
- Lead generation: an essential guide – Covers the foundations of generating consistent, qualified leads online.
- SEO for construction marketing – Shows how search visibility supports sustainable lead flow in the construction sector.
About the Author – Martyn East
Martyn East is an SEO Executive at Purplex, working with construction, glazing, and manufacturing businesses to improve visibility, traffic quality, and lead performance. His focus is on clear structure, useful content, and search-led growth that supports real sales outcomes.
Connect on LinkedIn or read more articles by Martyn East.
Published: 6 June 2014 · Last updated: 19 December 2025
This entry was posted in Purplex News
