Google “how to get traffic” and no doubt loads of blog posts, tutorials, and marketing gurus will come to the rescure. While much of the information is helpful, you’ll be hardpressed to find anything that is tailored to your particular niche.
That’s because, like all businesses, digital marketers want to make money – and therefore share a wealth of content intended to reach a wider audience.
The consequence is that many business owners are left to filter through a mountain of information to find what is relevant to them.
And, unfortunately, not all of the traffic-building advice will be effective for your building materials manufacturing business.
That’s why we have put together this guide to the top 7 traffic channels for your industry–and how to use them to attract quality leads to your website.
What is the best way to drive traffic to your website?
When driving traffic to any type of business, it’s important to consider where one’s target audience is engaging with content online. Since industries target different audiences, it makes sense that the traffic-building strategy will differ as well.
Following generic digital marketing advice just isn’t going to be effective.
With a building material manufacturing business, you know that your audience is turning to channels like Google, Facebook, and YouTube to find information.
Your digital marketing strategy then consists of getting your content in front of their eyes in the right way at the right time.
The 7 Most Effective Traffic Channels for Building Material Manufacturers
The list below covers the 7 channels you should be utilized to drive traffic to your website. Plus, we have included some tips on how to make the most of these platforms and create content that is tailored toward your target market.
1. Search Engine Optimization (SEO)
SEO is by far the most important source of traffic for businesses in the build materials industry. That’s because it is a data-driven approach that gets your content in front of people that are already actively searching for products and services like yours.
While other traffic sources are more passive – like users happening upon your content on social media – SEO involves targeting keywords that users are typing into Google. By optimizing your website and mastering your content, you have a fighting chance at capturing those users in the search engine results.
SEO is especially important for building material manufacturers because it allows you to target a local market, generate highly-targeted leads, build partnerships with contractors, and drive users to your blog content.
How to Use SEO Effectively
SEO can be an affordable and sustainable form of traffic for your business. However, it’s not always easy to get right, especially if you have limited digital marketing experience.
While investing in SEO services is typically the best way to go, there is a strategy you can follow to get started on SEO on your own.
We call this the “4 Step Epic SEO Content Formula”.
This formula involves:
- Identifying a high-volume keyword to target
- Creating an epic piece of content targeting that keyword
- Promoting your content to generate more traffic
- Converting that traffic into leads
The first step involves conducting thorough keyword research to find a keyword that is worth targeting for your business. This could be something like “building materials in Columbus”. Ideally, it will be a high search volume keyword that has low competition.
Then, you will create a piece of content that targets this keyword. It could be an informational how-to article, a roundup post of industry experts, an ultimate guide article, or something else that is epic and gets users engaged. Then, you will promote it across social media, email, etc. to help broaden the reach.
By targeting a keyword that users are searching for, you increase your chances of attracting organic traffic to your website. Users will read your epic piece of content and – hopefully – navigate through your site for more information. If your content is amazing and users find what they are looking for, they are likely to turn into a new lead.
2. Search Engine Marketing (SEM)
Both SEO and SEM serve to increase your website’s visibility in search engines. However, the difference is that SEM involves using paid advertising to do this as opposed to relying on website optimizations.
While SEO is the most effective traffic channel for this industry, it can take a great deal of time. The results are long-lasting, but sometimes you simply need that extra boost or to generate leads quickly. With SEM, you are paying to speed up the process.
The use of Google Ads is the most well-known form of SEM. It involves targeting relevant keywords that users are searching for and paying per each click on your ad that sends a user to your website.
The beauty of SEM is that it is a form of intent-based marketing. You are capturing warm traffic that is more likely to buy than those that are simply browsing for information.
That’s why Google Ads usually target terms like “best kitchen remodel services (location)” or “affordable plywood wholesale”. These are users that know what they want – they just need to find the right business for them.
Again, it is best that you work with a Google Ads professional to ensure that you get the best conversion rate possible and the greatest return on your advertising investment.
3. Facebook Advertising
While SEM is a form of intent-based marketing (meaning that users are ready to take action), Facebook Advertising (another paid traffic source) is interest-based – meaning that users are targeted based on their specific interests.
You can set certain parameters on your Facebooks ads to target users of a particular demographic (age, location, gender, and the like) and what their interests are. For example, if a user is interested in home makeover shows, DIY projects, and interior design, they may be interested in your content as well.
Getting Started with Facebook Ads
Similar to Google Ads, you pay for each click that you get on an ad. But testing your targeting, ad copy, and calls-to-action, you can optimize your cost-per-click to be as low as possible. Then you are paying less but getting better quality leads for your business.
Facebook has created a comprehensive guide to setting up and optimizing your ad campaigns. Over time, you will figure out what works best for your audience and what targeting parameters yield the best results.
Loads of business are hopping on the trend of video content and the building materials industry is no different. The popularity of video-based content is likely here to stay – and savvy business owners are reaping the rewards.
YouTube is a great traffic source because it also utilizes SEO. Therefore, you can target keywords that you are already targeting on your website, only through a different platform.
YouTube is the second largest search engine out there. With engaging video content, you can tap into that massive user base and even drive traffic through to your website.
Creative Video Marketing Ideas
Video content allows you to turn what would otherwise be “boring” content into interesting, share-worthy videos.
How-tos, tutorials, expert interviews, product reviews, and promotional videos are all types of videos that building material manufacturers can create and share on YouTube.
These videos can then be shared on social media to increase brand awareness, attract organic traffic, or send to users via email. There are many ways to repurpose video content to generate as much traffic as possible.
As a building material manufacturer, you’re not always targeting the average homeowner. You may be wanting to reach professionals in your industry – such as contractors, architects, builders, and designers. LinkedIn allows you to do just that.
LinkedIn is essentially a social networking site for professionals. However, that doesn’t mean that it can’t be used as a traffic source and for lead generation. The trick is sharing the right type of content and mastering authentic outreach.
Generating Leads Through LinkedIn
No one likes to be spammed with messages and blog posts – especially industry thought leaders and professionals. That’s why simply cold pitching people on LinkedIn isn’t an effective approach.
You will want to extend connection requests to users that are your target demographic. Most people will include some indication of this in their profile. Then, make an authentic introduction and ask them if they would like to connect. Do not use this time to pitch them on your services.
Here is an example LinkedIn message script you can use:
Hi [ name ],
I see that you also work in [ industry ]. As a [ your position ] myself, I am always interested in connecting with like-minded professionals. Are you working on any interesting projects at the moment? Looking forward to chatting soon!
This way you are opening the door to a connection and potential partnership without scaring them off by pitching your services. Let the conversation naturally go there.
In the meantime, share content on your profile that makes it evident that you are an expert in your space. Eventually, users will start reaching out to you.
We have already covered SEM, Facebook Ads, and YouTube as effective traffic-generating platforms, but there’s an added benefit to these platforms as well. Each of them allow you to retarget users through ads.
You know how when you click on a website you often end up seeing ads for their products everywhere? Well, that’s remarketing in action. The website essentially tags you as interested in their content/services and then retargets you through display ads.
This works really well because when a user visits a website or clicks on a video, you can be fairly confident that they are a “warmer” lead compared to someone who is encountering your content for the first time. By retargeting them with content they also might be interested in, you increase your chances of converting them into a customer.
This can be executed a variety of ways. For Facebook Ads, for example, you will set up a pixel that captures the data of users that visit your website. This data is then fed into your Facebook ads account, where you can use it to run remarketing campaigns to those users.
These three platforms (Google display ads, Facebook, and YouTube) can work together as well. Check out this guide to learn more about remarketing techniques for your business.
Pinterest isn’t just for mommy bloggers and arts-and-crafters. It is actually an extremely powerful (and underutilized) search engine that can drive traffic to a variety of industries.
In fact, content relating to building materials, interior design, construction, and remodeling is very popular on this platform. Pinterest utilizes keywords in order to direct users to content as well. So, not only can you master the art of Pinterest SEO, but you can attract Google traffic to your Pinterest posts as well.
What Content Performs Best on Pinterest?
Pinterest is perfect for businesses that sell to homeowners that are looking for design inspiration, tutorials, and interesting products. A highly visual platform, posts about siding, interior design, acoustic panels, reclaimed wood, and other aesthetic components perform particularly well.
Check out this complete guide to Pinterest marketing on Marketing Land.
Drive Targeted Traffic to Your Building Material Manufacturing Business
That generic marketing advice just isn’t going to cut it. In order to attract your target audience, you need a strategy that’s built around your unique industry.
The above traffic channels are tried-and-true sources for highly-targeted traffic for building material manufacturing businesses. By implementing these tactics, you increase your opportunities for attracting organic traffic and converting that traffic into quality leads.