Digital wake-up call: a missed opportunity.
At my previous company, a major building materials manufacturer, we relied heavily on traditional sales tactics such as dealer networks, word-of-mouth referrals, and trade shows.
But something began to change.
We observed that our competitors who used digital marketing were generating more leads, completing more deals, and entering new markets faster than us.
While we waited for incoming enquiries, they actively sought and engaged new customers through SEO, social media, and Google Ads.
This wasn’t just a craze. It represented a paradigm shift in how the industry operates.
The Problem: Why Traditional Marketing Is No Longer Enough
The construction materials industry has traditionally been slow to adopt digital marketing for a variety of reasons:
❌ “Our customers don’t search online for materials.” (They do—Google searches for “uPVC windows” and “best doors for home” have skyrocketed.
❌ “Trade shows and word-of-mouth are enough.” (Not anymore; competitors now target clients before they ever attend an event.)
❌ “Digital marketing is for retail, not B2B.” (False: B2B buyers now do web research before making decisions.)
Meanwhile, organisations that adopted digital were experiencing:
✅ Increased inbound leads by 3X with SEO and Google Ads.
✅ Improved brand recognition through social media marketing.
✅ Boosted conversion rates through email and lead nurturing.
“Businesses that don’t adapt to digital marketing will be left behind by those that do.” – Jeff Bezos
The Solution: How Building Materials Companies Can Catch Up
After seeing how competitors were conquering the industry with digital marketing, it was clear that we needed to adapt or risk becoming irrelevant.
📌 1. Invest in SEO and site optimisation.
Create SEO-optimized blogs and product sites to rank for terms with high intent, such as “best uPVC window suppliers.”
✅ Ensure mobile-friendly and fast website performance.
📌 2. Use LinkedIn and Social Media to share industry developments, consumer feedback, and project case studies. Create LinkedIn ads for architects, contractors, and real estate developers. Participate in LinkedIn groups and discussions.
📌 3. Run targeted Google Ads and retargeting campaigns
✅ Create PPC ads for high-intent searches, such as “buy doors for commercial buildings.”
✅ Use retargeting ads to re-engage website visitors.
✅ A/B test landing pages and ad copy to improve conversions.
“Email has an ability many channels don’t: creating valuable, personal touches—at scale.” – David Newman
Final Thoughts: The Future of Digital Marketing in Building Materials
If my company had started using digital marketing sooner, we could have competed better, generated more leads, and expanded our market presence faster.
The construction materials industry is evolving, and companies that do not adopt digital processes may lose market share to those that do.
🚀 Don’t wait for your competitors to dominate—start using digital marketing right once.
💡 What are your ideas on digital marketing for the building materials industry? Please share your thoughts in the comments!
As a sales professional transitioning into marketing, I’ve seen firsthand how digital tactics can impact lead generation and business performance. This change has provided me with the opportunity to research SEO, content marketing, and data-driven decision-making, bridging the gap between customer acquisition and long-term brand positioning.
Curious about my journey? Read more about how I transitioned from sales to marketing and the lessons I learned. 🚀
1 Comment
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Write more, thats all I have to say. Literally, it seems as though you relied on the
video to make your point. You obviously know what youre talking about, why throw away your intelligence on just posting videos
to your weblog when you could be giving us
something enlightening to read?
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