No doubt, you’ve discussed the concept of aligning with a buyer’s journey for your sales & marketing team. In the construction industry, the traditional buyer’s journey offers unique opportunities for Building Product Brands. Understanding that specific path is key to nurturing more building material sales.
After all, channel professionals – from architects to contractors – navigate a complex process before committing to a purchase. Examining unique challenges – and creating considerations at each stage – provides important opportunities for tailoring more effective sales & marketing strategies.
Awareness – Audiences who may be aptly identified as “suspects” begin their journey in the awareness stage… they’re identifying challenges. And exploring solutions. To capture that attention before considerations become even more limited, sales & marketing programs must provide useful and highly relevant educational content. A home building blog, whitepapers and informative videos can highlight industry trends, innovations and potential solutions. Effective search engine optimization (SEO) practices ensure that the most helpful content is displayed prominently… exactly when and how these professionals prefer to seek information.
Consideration – As prospects delve deeper, they begin to evaluate specific solutions and yes, providers of those products and services. This stage calls for more detailed content marketing… including case studies, project profiles as well as product comparisons and expert guides. Webinars and live demonstration – experiential marketing – provide closer looks at the practical applications that create unique selling propositions. Thought leadership campaigns can help establish a Building Product Brand as an industry authority… that continues to build credibility and ultimately, trust.
Evaluation – In the evaluation stage, potential customers are narrowing their options. They may be identifying themselves, allowing your efforts to better resonate. To stand out, offer personalized experiences. Engage in direct communication through highly targeted email campaigns. One-to-One marketing. Personalized outreach. Provide in-depth product information – even beginning to explore pricing details – making it a point to address specific concerns. And alignment for creating mutually-rewarding opportunities. Frame “unique value propositions”. And demonstrate how a highly differentiated offering… addresses the buyer’s specific needs.
Purchase – The moment of decision – is where relationships cultivated earlier – culminate in a purchase. Or perhaps simply a trial. Ensure a seamless process by simplifying transactions. Offer flexible payment options. And provide transparent communication. Offer exclusive promotions – or dare we consider, discounts – to incentivize commitment. Post-purchase… continue nurturing the relationship with onboarding resources and excellent customer support.
Implementation – Once the purchase is made… the buyer transitions to the “implementation” stage. This phase is critical, as frictionless traction solidifies customer satisfaction. Provide comprehensive support – with detailed product documentation – including onboarding and training sessions. As well as dedicated, customer success management touch point programs. Most importantly, sell back the “wisdom” by showcasing how the product integrates seamlessly… into the buyer’s operations.
Post-Implementation – Beyond implementation, continuous engagement is vital. Gather feedback on the user experience. Address any concerns promptly. And offer ongoing support. Encourage customers to participate in testimonials – better yet, comprehensive case studies – amplifying positive experiences. Utilize customer feedback to refine “research and development” process for new products and services… demonstrating a commitment to continuous improvement.
Unique Challenges and Opportunities to Consider
- Long Sales Cycles
New construction and rehab projects often have extended timelines. Marketing strategies must account for prolonged decision-making processes. Emphasize long-term benefits and durable rewards in messaging. - Multiple Decision-Makers
Projects can involve diverse stakeholders… from architects and designers, to building owners or project managers. Tailor content to address the specific concerns and priorities of each decision-maker. Ensure that targeted messaging resonates with every persona’s unique need. - Regulatory Compliance
Yes, the construction industry can be highly regulated. Adjust marketing strategies to highlight how specific products or services comply with industry standards. And regional concerns. - Complex Product Information
Builder products used in construction often require intricate specifications. Simplify complex information away from technical jargon in marketing materials… ensuring that even non-experts can understand the value and features. To achieve a more compelling platform. And a clear “reason-to-believe”.
Tailoring Marketing Strategies Accordingly
- Educational Content
Leverage informative content to address challenges at the awareness stage. This could include blog posts, infographics and videos… that simplify complex concepts. And to showcase expertise. - Personalized Outreach
In the consideration and evaluation stages, engage in personalized outreach. Customize emails and conduct targeted webinars. Offer one-on-one consultations to address specific needs and create opportunities. - Interactive Demonstrations
For products with intricate specifications… use interactive demonstrations. Even virtual reality visualizations, to provide a convenient alternative to hands-on experience. - Ongoing Support and Education
Never forget that the buyer’s journey extends well beyond the initial purchase. Provide ongoing support – educational resources and opportunities for training – to ensure successful implementation and a platform to create long-term loyalty.
By recognizing the unique challenges and opportunities at each stage – while adapting approaches accordingly – will contribute to creating meaningful connections, building trust, and positioning brands as valuable partners.
If you’d like to talk more about how to harness an understanding of the unique buyer’s journeys in Sales & Marketing alignment, we’re here to help. Send an e-mail to Steve at sk@kleberandassociates.com to get the conversation started.
