High-Quality Digital Marketing for Stone Fabricators
With almost all consumers starting their purchasing decisions online, digital marketing for stone fabricators has become a crucial part of attracting new customers and staying a step ahead of the competition. But many stone fabrication shops miss out on key opportunities to increase their profits through digital marketing, instead only relying on a basic website for stone fabricators or waiting on referrals to come through the door.
So what is the best online marketing strategy for a stone fabricator? Your approach will depend on the size of your company, your customers’ needs, and your unique skills, but successful online marketing for stone fabricators harnesses the power of a combination of the following tools and tactics.
User Experience: Ensure Your Stone Fabricator Website Is Easy to Navigate.
Effective website marketing for stone fabricators involves more than just having a functioning website — it requires a site with seamless navigation. Because, let’s face it, if your visitors can’t quickly find what they’re looking for or feel confused, they’re not going to stick around. But by employing thoughtful UX design (User Experience Design), you can increase user satisfaction and convert visitors into qualified leads.
More than 50% of web traffic is generated on mobile devices, so a responsive and mobile-friendly design is a key part of user experience on a stone fabrication website. Responsive design for mobile devices simply means that you’re providing the same info as you would for a desktop but the layout uniquely loads to fit the mobile device. This can include where the CTA buttons are located, where photos go, and colors/sizes of fonts.
You can avoid overwhelm and increase readability by making sure your stone fabrication company logo, photos, and text stand out from each other by using distinct colors and minimal patterns and by adding enough white (empty) space. In addition, using a clearly defined and well-organized navigation bar ensures the reader can easily search through your site to get all the info they need about your stone fabrication company. Make sure it’s easy to locate, its color stands out, and that it is laid out in a thoughtful order — beginning with the most relevant content.
Loading Speed: How to Make Your Stone Fabricator Website Load Faster
We’ve all been there. Waiting on a website to load only to end up closing it out and moving on because it’s taking so long. Not surprisingly, 47% of consumers expect a website to load in two seconds — or less. If it takes more than three seconds to load, 40% of people will leave the page. So even if you’ve got the most modern, informative stone fabricator website out there, you’ve got to make sure all of your pages load quickly in order to convert site visitors to customers.
According to Google, three seconds is the best practice for loading speed. So what can you do to make sure your stone fabricator website loads at least that quickly? Choose a high-quality and reliable hosting service, compress your files, defer files (preventing it from loading until after other elements have loaded), and seek out a qualified stone fabrication digital marketing agency to tweak your site into optimal speed.
Readability: How to Make Your Stone Fabricator Website Content Client-Friendly
Most site visitors to your stone fabrication website won’t know industry jargon or want to read super-detailed descriptions. They need simple, easy-to-understand content that explains what you do and how your stone fabrication services will benefit them. But be sure you provide all the information they’ll need, just as clearly and concisely as possible.
Super fancy fonts have their place in advertising, but it’s definitely not on your website. When doing any kind of website marketing for stone fabricators, you want to use easy-to-read, legible fonts for your main content. You can mix it up and use a few different fonts as long as they both go well together. Once you’ve chosen your font, you can help break up the text, highlight important phrases, and keep readers’ eyes moving down the page by increasing the font size and utilizing various colors in different areas of your site.
Content Marketing: Provide Informative and Attractive Stone Fabrication Content
Successful selling involves educating a customer and making it easy for them to see why your product is the best fit for their project. So while aesthetics are undoubtedly important, potential buyers will need to see more than photos to be educated — they’ll need content.
Digital marketing for stone fabricators relies heavily on a fully-optimized website that provides informative, clear content that helps consumers make their purchasing decision and assures them they’ll be working with a stone fabrication industry expert.
Stone fabrication content may come in the form of a blog on your website, the website pages themselves, email campaigns, case studies, or social media posts. These channels can be used to promote your stone fabrication business, special offers, accreditations, and more. A blog is also a great way to boost your SEO, but they’ll all help you drive more traffic, get more leads, and convert those leads into sales.
Modern Design: Competitive Web Design for Stone Fabricators
You know the importance of showing customers you’re experienced and on the cutting edge of the industry. A modern website does just that and is the hub of internet marketing for stone fabricators. But what exactly is modern design for a stone fabricator website? Modern website design can include dynamic scrolling to create a 3D effect, using a video for your site’s background header, adding custom illustrations, using a collage or card layout for your stone fabrication portfolio, adding colors that match current trends, and purposeful white (blank) space.
If you need a modern upgrade to your site and aren’t sure how to incorporate these behind the scenes tactics, connecting with marketing services for stone fabricators is an ideal way to get the hub of your digital marketing campaign ready to bring in customers.
Know Your Audience: Give Your Prospects What They Want
Don’t shoot in the dark — market to your ideal customer. If you don’t currently attract those customers, dig to find out more about who they are and what they need in a stone fabrication shop.
It’s almost a given that prospects will go online and read reviews from other customers, and it’s helpful for you to do the same! Stone fabrication client reviews or testimonials offer a wealth of free insight into what your customers most need from your services.
Knowing precisely who your audience is and what they successfully received from stone fabrication work can easily be turned into content for your website, social media posts, or blog. Use this information to speak to the prospects’ pain points and desires, helping them quickly connect with you and your products.
Planning: Create a Comprehensive Plan to Grow Your Stone Fabrication Shop
It’s clear why stone fabricators need digital marketing, so coming up with a tailored plan is crucial to stand out in the crowded market where buyers typically research and compare many companies before making their decision. Start out by gaining as much insight as possible about your potential customer base, i.e. their location, socio economic level, their social media platforms of choice, their search terms, and of course their stone fabrication needs. This data will help you decide which digital marketing channels you’ll use and how to tailor your approach. You’ll be using your marketing dollars effectively and spend a lot less time weeding out unqualified leads.
SEO (Search Engine Optimization) is often one of the most cost-effective tools in web marketing for stone fabricators. Once optimized, your site only needs minimal monitoring and will continue to drive free, organic traffic to your site. Many stone fabricators have a SEO agency to help optimize their content and boost their search engine rankings. Digital marketing services for stone fabricators can also help you get the highest results on your PPC advertising, social media management, content, and stone fabricator website design.
Keep in mind that each social media platform has their advantages and disadvantages, especially depending on if you’re a B2B or B2C stone fabrication company. Part of knowing your audience is knowing what channels they use. Facebook, Instagram, Twitter, and LinkedIn are the top choices. But Reddit can be helpful with mining those reviews we talked about above.
Email campaigns offer a large return on investment, and email addresses are usually one of the easiest pieces of information for you to gather from prospects. If you’re thinking you don’t have time to sit around and send out a bunch of emails, you’re right — and you don’t have to. By using an email marketing automation platform for stone fabricators, you can send timed and event triggered emails to increase brand awareness, share personal company stories, show off new projects, and connect with readers’ pain points. Remember though that nobody wants super salesy messages — use your emails to foster authentic connection with your readers.
The best part is you don’t have to reinvent the wheel each time for most digital marketing tasks. Using marketing automation tools allows you to automatically manage and complete tasks digitally. And perhaps even more important, it allows you to track your visitors and leads, improve your prospects’ experience, and send dynamic stone fabrciation content. Set up your framework on your preferred marketing automation platform and let it do the heavy lifting. Remember you’ll need to check in to monitor the analytics and adjust things/add content as necessary.
How Can PPC Benefit Stone Fabricator Companies?
Pay-Per-Click (PPC) advertising involves purchasing online ads that you pay for only when a user clicks on your specific ad. PPC in online advertising for stone fabricators can be an ideal way to quickly get your name in front of prospects during their internet search. The advantage of PPC for stone fabricators is that you only pay when a user clicks on your ad, but you’ll need to make sure your ad is optimized with content that connects with the customer and contains the right keywords. When not well managed, the price per click can get expensive due the competitiveness of the online advertising market. To avoid this, make sure you continue to use analytics and adapt your ad as needed or contract a digital marketing company for stone fabricators.
Social Media Marketing for Stone Fabricators
Stone fabrication might not be the first thing that comes to mind when you think about scrolling through Facebook, Twitter, or Instagram, but don’t write off its power. Social media for stone fabricators has been shown to be a very cost-effective and important part in attracting and keeping customers.
Why? Potential customers won’t only visit a stone fabricator’s website, they’re also likely to browse your social media pages looking for photos, reviews, and even the latest industry products and news. The home remodeling process is long, and the sooner and more often you get on their radar, the better. Helpful tactics for ultimate engagement include posting videos, creating contests to give away prizes or discounts, and linking to blog posts on your website.
EBS is a social media marketing agency in Chicago, IL, with experience helping stone fabricators with advertising and online marketing. We’ll collaborate with your stone fabrication company to create a tailored social media campaign that will grow your business all while saving you money.
Digital Marketing = Sustainable Business Growth
Whether you decide to work with a marketing agency that specializes in digital marketing for stone fabricators or you create your own online marketing campaign, putting these tools and tactics into practice will help you boost and sustainability grow your business.