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Connecting with Resourceful Consumers through Digital Marketing

Marketer looking at data analytics of marketing campaignThe Internet age empowers consumers, making them more informed and resourceful. Potential construction and renovation clients, in particular, often do their own research before starting a project. They read up on different material and design options and prepare a list of preferences, rather than relying solely on the advice of their contractors or designers.

This, in turn, makes a business’s online presence more significant. It can serve as a 24/7 resource and salesperson for consumers doing pre-project research. It can also help market building materials and finishes that contractors may overlook.

Become a Thought Leader

Use your company website wisely. Provide your visitors with helpful information, instead of just presenting your products. It’s better to explain the benefits of your products and on which projects it would fit best. Remember, customers are looking for a dependable resource.

Producing online content helps establish your reputation as a “thought leader.” Create a blog on your website and start putting out informative articles that can answer the questions of your target customers.

Consider making videos and infographics, as well. These types of content are not only more fun but also more appealing for busy people.

Be Approachable

Social media is an excellent way to spread the word about your business and the content you make. After all, 78% of adults between 30 and 49 years old use social media. These include platforms, such as Facebook, Instagram, Twitter, and more.

Moreover, social media allows you to connect with your target audience. It’s a chance to interact with them more informally and build rapport. Having a more approachable online persona also helps create trust.

Build Trust

Building trust with your target audience doesn’t happen overnight. Take time to create a wide selection of valuable content — from blog posts and videos to white papers and case studies — and become their go-to resource. Take note to maintain the quality of your content, too.

Offer helpful tools, such as product calculators, if you can. Tools that address consumer pain points can convert a passive visitor into an active lead.

Optimizing your online presence is essential in the digital age. Moreover, embrace your target consumers’ proactiveness in searching for information to help build trust and generate leads.