Advanced Digital and Social Marketing Strategies

With all the digital and social media platforms available today, managing your company’s online marketing is something that requires a solid strategy.  

While knowing the basics is important, it is also helpful to have a more in-depth understanding of your digital marketing tools so you can successfully engage with architects, engineers and building owners online, in a way that will eventually lead to a sale.

The following are a few strategies you can use to ensure you are creating the right marketing opportunities for your company and using them to their fullest potential. 

Search Engine Optimization (SEO)

When it comes to your website, your goal should be to attract the kinds of visitors that would be interested in the products you sell. Once you have the right types of visitors coming to your site, your relevant traffic increases. All of this can be achieved with search engine optimization (SEO).

Simply put, SEO makes your website easier for search engines to find. Good SEO increases the quantity and quality of traffic to your website through organic search engine results (results you do not pay for).

How Does SEO Work?

So, what exactly happens when you type into a search engine? Search engines (like Google, Bing, Yahoo!, etc.) have digital programs, or crawlers, that search and gather information about all the content they can find on the web. 

These crawlers bring the content they find to the search engine to build an index. That index is then fed through an algorithm that tries to match the data with the words you typed into the search engine.

Types of SEO


If you want people to find your website, you will want to make sure you come up as a top result when they do a Google search. The graph above shows the important role words play throughout your website. There are two types of SEO you should focus on: content SEO and technical SEO.

Content SEO 

Content SEO includes everything to do with the writing and structure of the content on your website. Search engines read your website, so your word choice will help determine where you rank in search results. Therefore, you want to have:

  1. A good keyword strategy: You want a list of keywords included in your site that you would like to show up in rankings for when they are searched online.

  2. A solid site structure:  The way your site is structured will give search engines a good idea of what your site is about and how relevant it is to search terms. It’s also a good idea to link to other pages within your own website so you won’t end up competing against yourself in the results page.

  3. Clear, concise writing: Well-researched and well-written, original content that contains keywords and subject matter relevant to your audience will go a long way where SEO is concerned.

Technical SEO

Technical SEO refers to website and server optimizations that help search engines crawl and index your site to improve your rankings. Search engines prefer websites that have certain characteristics like a secure connection, responsive design and fast loading times. 

Your website should be fast for users and easy to crawl for search engine robots. This helps search engines understand the purpose of your site and eliminates confusion like having duplicate pages or pages with non-working links. Click here for a more in-depth look at what you can do to get a technically optimized website. 

Marketing Automation

Marketing automation tools are great for helping you create more personalized experiences for current and prospective customers. In fact, according to new research, 44% of marketing leaders believe automation will become more important as a skill in 2020.

There are many types of marketing automation software available that will help you increase efficiency, decrease costs and enhance your customers’ experience. 

Depending on the type of program you choose, you will be able to create unique interactions with your email, nurture leads, manage and track your social media posts, and get detailed analytics. There are some more advanced programs available that will even help you with your SEO, paid media and digital advertising.

Reach Customers at All Points in Their Journey

Marketing automation can help you get more leads, conversions and sales without stretching your resources to make sure you are reaching all interest levels. 

When done correctly, automation can allow you to reach out to all of your customers with messaging tailored to their specific place in the customer journey, even when they are in completely different areas of interest. 

This type of marketing also works well for all customers because it gives you the ability to set “triggers” that will help you reach your audience while they are actually in the process of engaging with your content — regardless of the day or time. You could be nurturing leads while you’re sleeping. 

Creating Automated Landing Pages That Convert

One way to leverage the benefits of marketing automation is to create custom landing pages. Sending a customer to a landing page that is tailored to their search results or their known needs helps increase conversion rates and creates a more personal relationship with the customer.

Unbounce and Landingi are examples of landing page tools that are easy-to-use and full of features to help you create unique landing page experiences. Best of all, these resources save you and your team from doing hours of planning, coordination and creating.Google Analytics

Google Analytics gives you a better understanding of how architects and builders are engaging with your content, so you know what’s working and what’s not. This free service lets you analyze detailed information about your website traffic so you can improve your online content to match what customers are looking for.

While Google Analytics is designed to work with all other facets of Google marketing products, you can also connect systems used to measure CRM, points of sale and other touchpoints with your customers for a more complete view of how well your marketing campaign is working.

Google Data Studio

Use the Google Data Studio to create performance dashboards and generate reports to show how people are interacting with your site, understand the roles that different communication channels are playing in getting users to the site and target customers that are most likely to have revenue potential.

Google Search Console 

Google Search Console helps you understand and improve your performance on Google Search. Here, you can access tools and reports that measure your search traffic and performance and see what types of searches are driving users to your site. This will help you produce more relevant content.

Be sure to regularly submit your sitemaps and individual URLs to the Search Console to make sure Google has the most updated version of your site. You can also be alerted to fix website issues that Google has identified as well as take measures to improve your standing in search results. 

PPC Ad Optimizations 

Essentially, all PPC (pay per click) optimization means is that you are managing, testing and improving your PPC advertising campaigns. There are several ways you can do this to improve the effectiveness and performance of PPC ads.

  1. Keywords: Make sure all of the keywords you use have a close connection to your campaign and limit them to 15-20 per ad group. This will increase the overall success of your campaign.

  2. Search Terms & Negative Words: Be sure to find the search terms given in the keyword tab of each campaign and review the search terms triggering ads for the match type and keyword. Look for specific keywords and overarching themes that could make your ads show up as a result of searching for topics unrelated to your company. For example, look for products and service names you do not provide or competitors’ names you don’t want to be associated with.

  3. Google Display Network Negative Keywords: While many experts suggest you shouldn’t use negative keywords for ads on the Google Display Network, there are some reasons for when it may be a smart consideration. Negative keywords tell the Google Display Network “Don’t show my ad on pages that contain this word.” This can be important from a public relations and current events perspective. For example, a tragic fire causes multiple fatalities. This is not where you want to be advertising smoke curtain protection.

  4. Ads Per Ad Group: Google recommends creating three to four ads for each ad group using different messages for each to see which does the best. AdWords will rotate ads automatically to show the best-performing ads more often.

  5. Ads on Mobile Apps/Games: Think twice about placing ads in these areas. They tend to have low conversion rates, especially for B2B sales like building materials.

  6. Geotargeting: Make sure you are serving ads to the right locations for your business. Advertising to areas you cannot service is a waste of your marketing resources.

  7. Conversion Actions: Always take the time to look over and question what you are doing in terms of conversion tracking to ensure you’re doing the right things that will be profitable for your business.

  8. Budget: Sometimes it is important to move additional funding to the campaigns that are working the best, but that isn’t always true. If your campaign isn’t getting a lot of last-click conversions, save your money. Another instance is for popular brands. If you have a product that is always popular and has brand recognition, it may not need more funding.

Google Ads Remarketing

Google Ads Remarketing campaigns show your ads to people who have visited your website or used your app. When you use this tactic, you will have access to extra settings and reports that are specifically geared toward reaching previous visitors and users. 

There are several benefits to remarketing on Google Ads. It’s a guaranteed way to reach customers who have shown interest in your company before and may be searching within your industry again. 

You are also able to create a more focused area for advertising. For example, you can target people who only viewed specific types of building materials on your site or they were customers who were only interested in commercial building.

LinkedIn Premium

Most businesses and business professionals have a LinkedIn account. The standard free account allows you to create a profile, build connections, provide and receive recommendations, search profiles and use LinkedIn’s InMail system (on a limited basis). 

When creating a LinkedIn account, you can choose to upgrade to one of their premium account options. Upgrading increases some of the features you have access to and can allow you to target your LinkedIn experience based on your goals. 

LinkedIn Premium Options Include: 

  • Premium Career: Aimed at job seekers, this option allows users to reach out directly to recruiters and be listed as a “featured applicant” when applying for jobs.

  • Premium Business: Targeted at users who want more in-depth analytics for their business, this option provides business insights and online video courses. 

  • Sales Navigator Professional: Designed for users focused on using the platform to sell, this option includes sales insights and a lead builder tool.

  • Recruiter Lite: Targeted at users who are building their team, this option includes integrated hiring, automatic candidate tracking and smart suggestions to help you find talent. 

Premium accounts also let you track profile views and conduct unlimited profile searches. The price of premium accounts varies, but there is a one-month free trial available for every plan to help you figure out which Premium features work best.

Increase Your Digital and Social Presence

As a building materials distributor, if you want to leverage the opportunity to consistently engage with your audience, you should gain a deeper understanding of the tools you have available.

Incorporating these ideas into your strategy doesn’t have to be expensive or time-consuming. All it takes is organization and planning to make a greater impact on your overall marketing plan.