Concerns as industry faces new challenges
Posted on 17/06/2022
Andrew Scott, founder and CEO of leading full-service agency Purplex, explains why it’s more important than ever for businesses to invest heavily in their marketing activity to successfully overcome the latest industry challenges.
With the state of the market looking very different now from how it did in 2020, things are becoming much tougher for the industry as the surge in demand slows.
Over the past two years, companies weren’t proactively marketing their services because, with overflowing order books, it wasn’t a priority. Window companies stopped investing their time in sales and marketing, and instead focused their efforts on order taking.
But, with a reported dip in the market, businesses must act now to get ahead of the game.
Consumers are being hit with rapid increases in the cost of living, rising interest rates, and fuel prices which will over time have an impact on the home improvement industry.
Waiting for the market to crash will be detrimental for companies as they’ll find themselves far behind their competitors. Instead, they should start thinking about raising their profile and building brand awareness as soon as possible.
Businesses who invest in their marketing during uncertain times are guaranteed to bounce back sooner and grow faster than those who don’t.
The trouble is, how do companies know which marketing channels and platforms they should be utilising to maximise their brand?
Digital marketing is fundamental
From investing in a new website, getting their brand name into the media or increasing their presence on social media, there are a multitude of marketing methods that can help to raise brand awareness and build a company’s reputation throughout the industry.
Whether a business operates in the B2B or B2C market, the first thing to remember is that the majority of people are online and have an online presence. Therefore, digital marketing is fundamental for a company.
Start by laying the foundations and get the basics right. With digital marketing, this means making sure the website is up to date, provides fresh and engaging content, and is easy for all users to navigate.
Then, consider the importance of consistent messaging. When a business has profiles on several social media platforms, has a website and also uses other online marketing methods, like Pay Per Click advertising (PPC), the key messages communicated should be the same.
The best way to build a strong brand is by aligning all digital marketing techniques with a clear strategy to achieve outstanding results and boost leads.
Remember traditional marketing tactics
Although it may seem old hat, companies shouldn’t disregard traditional marketing methods.
Offline marketing provides a host of additional opportunities to build brand recognition and reach an even bigger target audience.
From maximising sponsorship opportunities to securing local ads on public transport, bus stops, billboards and regionalised publications, there are countless alternatives to promote and raise awareness of a business.
The power of video
Video is another marketing technique that has become increasingly popular in recent years.
In fact, research shows video content accounts for 11% of all content uploaded to Facebook and amasses eight billion views per day. While it’s estimated that one billion hours are clocked up daily from watching video content on YouTube.
Although video has always played a part in a marketing toolkit, as technology advances further it now needs to play a more central role as it’s the perfect way for any brand to engage with new and existing customers.
Work with the right team
At Purplex, we pride ourselves in having both the industry knowledge and marketing know-how to help any business navigate through uncertainty.
Since launching in 2004, we have worked with hundreds of companies to overcome turbulent times by utilising our 30 years’ industry experience to support those across the trade, retail and commercial sectors.
Our 80-strong team of specialists focus on implementing strategies that will achieve the best results for any business, including boosting leads and increasing brand awareness to drive real growth.
It may seem like a daunting time but it’s not all doom and gloom. With the right marketing and business growth support in place, companies can get ahead to overcome these challenging times.
For more information on full-service agency Purplex and how they can help to raise your business’ profile to generate leads, visit: https://www.purplexmarketing.com/
