It doesn’t matter whether the target market for your building products are wholesalers, distributors, purchasing agents, or even the end consumers. The ultimate outcome of your marketing efforts should be leads and sales. But are sales better served by more numerous or qualified leads? The most successful builders are emphasizing the latter according to Lauren Hunter in an article for Hanley Wood, It’s Who You Know. According to Hunter, several builders and remodelers have found success by de-emphasizing traditional media tactics in favor of relationship marketing efforts such as social media and event sponsorship. Although the phone rings less frequently, advances in digital tracking has better enabled marketers to identify which channels are producing sales. Marketers should still maintain a traditional presence however, Hunter says, lest complete radio silence leads prospects to believe you’ve gone out of business.
@NeilAndrewJames
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