When we think about influencer marketing, the first images that pop into our minds are beauty bloggers reviewing new anti-wrinkle creams. Most men would likely think of video game streamers. However, there are influences for every single industry out there. And so, if you are in the construction business, teaming up with the right person can help you grow your business considerably. Therefore, this article will focus on how influencers can boost building material sales. The right influencer can also help you build your brand awareness. All in all, partnering up with influential figures in the industry can increase the chances of your marketing strategy succeeding. So, read on to see how you can make it happen.
Finding the right influences to promote building material
The person you need has to possess the knowledge necessary to highlight your products’ quality and benefits. Thus, it would be best to consider what you are selling to find the influencer who can do that. For instance, if you sell wall panels, you will probably connect with architects and engineers. Or, if you sell flooring materials or tiles, you might want to team up with interior designers and installers.
Where to look and what to look for?
And to find some of them, it can be as easy as searching through different social media platforms. For starters, take a look at YouTube and Instagram alone. If you were looking for a beauty guru, these are the first places you would look. But believe it or not, social media networks are teeming with contractors, designers, and many other people in your industry. And they have a huge follower base.
So, once you find some, you will want to contact those with not only a high number of followers and subscribers but with high engagement as well. High engagement is reflected in the number of likes and comments on their posts. Also, it’s essential that their channel is relevant for your product and their values align with your brand’s. Finally, pay attention to their posting frequency. They have to be consistent because that its the way to keep the audience interested and coming back.
Do your part
Remember that people trust non-sponsored recommendations. So, your influencers can be the people who have had a good experience with your business and products. Your company may be on the list of favorite tools of an influential contractor, and they would heartfully recommend you. Therefore, by doing your best to be an excellent brand, you encourage influencers and others to share their experiences without being asked or paid to do so.
Influences can boost building material sales with evergreen content
When working with influencers, you have to be very careful. If the influencer marketing campaign is done correctly, you can reap the benefits and enjoy its results for decades to come.
Thus, you need an influencer who can create high-quality, evergreen content that will have long-lasting effects and stay relevant longer. You don’t need a one-off endorsement because you can achieve the same result with a paid ad on Facebook or Google. For example, let’s say an influencer of your choice creates a post endorsing your product, saying it’s great. Even if a million people see it, they will likely quickly forget about it.
However, if they create a video using your product, showing how to use it and explaining the reasons for picking that exact product, it will bring a lot more value to your brand. Moreover, a genuinely valuable influencer will know how to create content that will have organic reach and attract attention without paying for it.
Let influencers use their creativity
When you start collaborating with an influencer, you should provide them with general directions and guidelines as to what you are trying to achieve. However, you must allow them to use their creativity because they have a lot to bring to the table. So, while you do know your products the best, remember that influencers are also experts in their field. See what ideas they have and learn why influencers can boost building material sales.
Reaching multiple audiences
As a building material manufacturer, you will likely want to reach both consumers and contractors. However, don’t assume you can kill two birds with one stone. It can only backfire. Contractors and homeowners will have different interests, preferences, and pain points. Therefore, you will need to address them separately.
For example, consumers will like to see interesting design ideas. They will be interested to learn about design solutions that will increase their home value, improve the functionality of the space and beautify the area. On the other hand, contractors will want to know how your material will benefit them. For instance, if you sell flooring or insulation material, they will want to see how to install them. Also, they will want to see how using your product can help their reputation.
So, you need to figure out what your target audience needs and what their pain points are. Then, you must think of adequate solutions to their problems. And finally, you should share your ideas with the influencer to help them develop content that will target the right people.
Increased brand awareness doesn’t automatically boost building material sales
Huge view numbers and increased following are fantastic and very difficult to achieve. Still, it doesn’t mean that your sales will automatically increase. What this means is that high viewing numbers shouldn’t be your first priority. Making effective sales numbers should.
Provided you have picked the right influencer who can create engaging, evergreen, and valuable content, cooperation with them can be very advantageous. The key is to develop a campaign that will resonate with the right audience. And remember, the goal is not an astronomical number of views. So, it would be best if you focused on the right numbers – sales.
Are you ready to start your influencer campaign?
As in other industries, influencers can provide tremendous help in your efforts to boost building material sales. Using their unique methods, they can increase your engagement and forever transform the way you interact with your customers. They can also help you respond to your customers’ needs and offer practical solutions to their problems in an engaging, fast, and direct way.
About author: Joshua Mattison is a marketing specialist who works primarily with contractors. One of his clients is generalcontractorlosangeles.us, for whom he also writes blogs. Joshua aims to help people understand the power of digital marketing and influencer marketing which has become indispensable for many businesses. In his free time, he loves working on various DIY projects.