How to do digital marketing for the fiberglass pool industry for retailers?
Posted: Tue Dec 03, 2024 9:13 am
Digital marketing for the fiberglass pool industry is a powerful tool for significantly increasing profitability. However, everything needs to be planned strategically for the results to be truly positive.
To begin with, you need to keep in mind that the approach you take when talking to product resellers cannot be the same as the one you use with the end consumer. Therefore, it is important to understand concepts such as personas and B2B and B2C marketing.
We will explain all of this in the following topics. We will also present practical tips for you to do digital marketing for the fiberglass pool industry for retailers. Check it out!
Understand the concept of personas
Before you start any digital marketing strategy for the fiberglass pool industry , you need to learn what personas are. To do this, you need to take a little trip back in time!
Until a few years ago, some theorists such as Fábio França , author of the book Públicos: como identidade-los em uma nova visão estratégica , worked with concepts such as stakeholders.
Based on this theory, audiences, which were previously classified as internal, external and mixed, began to be divided into smaller groups. Customers, prospects, suppliers, competitors and the media, among other groups, were called stakeholders.
However, this definition is still too broad for digital marketing in the fiberglass pool industry. It is understood that the internet is a very broad space and reaches many niche audiences that are not served by traditional means .
Thus, the concept of persona was created. This is a character created by the company that represents the ideal customer. It is built based on research with real people and serves as a guide for marketing strategies, such as the production of content for blogs and social networks.
A company can have several personas, based on the customer niches it serves. In the case of digital marketing for the fiberglass pool industry, one persona can be used for actions aimed at the end consumer and another for product resellers, for example.
Learn what B2B and B2C marketing is
Once you understand the idea of personas, you will find it easy to understand what B2B and B2C marketing is.
In B2B marketing, we are referring to a Business to australia business fax list Business strategy, that is, from company to company. B2C marketing is Business to Consumer, that is, from company to customer.
Therefore, it is understood that, in each case, it is necessary to take specific care and outline strategies according to the needs and desires of the different personas.
When we talk about digital marketing for the fiberglass pool industry for product resellers, we are referring to a B2B strategy. After all, the relationship established is that of one company selling to another company. The end consumer is not the focus!
It is worth noting that behind every legal entity, there is a natural person. Even if the relationship is B2B, the person buying is not a company, but rather the person representing it.
Therefore, the owner of a pool product store or the purchasing manager of that organization should serve as the basis for creating a persona for their digital marketing strategies.
Here are some practical tips for digital marketing in the fiberglass pool industry for B2B
As we have explained, digital marketing for the fiberglass pool industry for product resellers is B2B. Below, we will share some tips that you can put into practice to be successful in this strategy. Stay tuned!
Find out which social networks your persona is on
Once you have built your persona — which, as we explained, is the person responsible for purchasing pool products at the store — you need to know where they are.
Conduct in-depth research with store representatives who have already purchased from your industry to find out which channels they use most on the internet. If you find that your audience is present on LinkedIn, for example, you can intensify your marketing strategies on this social network.
In addition to social media, it is interesting to check whether your persona routinely searches on Google, to develop content marketing actions on blogs. This way, you can work to ensure that your website appears on the first page of the search engine .
Be careful with the tone of voice you adopt.
The tone of voice adopted for content published on company channels is not the same for B2B and B2C marketing. When we are interacting with another company, care must be taken to ensure that communication is as expected for this type of negotiation.
When developing an ad for retailers, for example, the focus should be on how the product you produce can be a good alternative for this persona's business. They need to have aroused their interest in reselling what you offer.
Produce rich materials and success stories
Rich materials can be in the form of e-books, infographics, and videos, among others. They are more in-depth content and aim to help retailers understand the relevance of their products for pool-specialized businesses.
Success stories feature successful companies that are already your customers and are reaping the benefits of the partnership. By seeing this, your potential customers may be interested in learning more about your products.
Invest in after-sales
After winning over your customers, digital marketing should also be used in after-sales. To do this, it is advisable to keep all your channels active so that store owners can contact you to make criticisms, compliments or suggestions.
It’s also a good idea to continue producing content to stay in touch with these people. This way, they can buy from your business again and, little by little, establish a lasting relationship.
Now you know a little more about how to do digital marketing for the fiberglass pool industry for product resellers. We are sure that you will have good results if you put what you have learned into practice!
To begin with, you need to keep in mind that the approach you take when talking to product resellers cannot be the same as the one you use with the end consumer. Therefore, it is important to understand concepts such as personas and B2B and B2C marketing.
We will explain all of this in the following topics. We will also present practical tips for you to do digital marketing for the fiberglass pool industry for retailers. Check it out!
Understand the concept of personas
Before you start any digital marketing strategy for the fiberglass pool industry , you need to learn what personas are. To do this, you need to take a little trip back in time!
Until a few years ago, some theorists such as Fábio França , author of the book Públicos: como identidade-los em uma nova visão estratégica , worked with concepts such as stakeholders.
Based on this theory, audiences, which were previously classified as internal, external and mixed, began to be divided into smaller groups. Customers, prospects, suppliers, competitors and the media, among other groups, were called stakeholders.
However, this definition is still too broad for digital marketing in the fiberglass pool industry. It is understood that the internet is a very broad space and reaches many niche audiences that are not served by traditional means .
Thus, the concept of persona was created. This is a character created by the company that represents the ideal customer. It is built based on research with real people and serves as a guide for marketing strategies, such as the production of content for blogs and social networks.
A company can have several personas, based on the customer niches it serves. In the case of digital marketing for the fiberglass pool industry, one persona can be used for actions aimed at the end consumer and another for product resellers, for example.
Learn what B2B and B2C marketing is
Once you understand the idea of personas, you will find it easy to understand what B2B and B2C marketing is.
In B2B marketing, we are referring to a Business to australia business fax list Business strategy, that is, from company to company. B2C marketing is Business to Consumer, that is, from company to customer.
Therefore, it is understood that, in each case, it is necessary to take specific care and outline strategies according to the needs and desires of the different personas.
When we talk about digital marketing for the fiberglass pool industry for product resellers, we are referring to a B2B strategy. After all, the relationship established is that of one company selling to another company. The end consumer is not the focus!
It is worth noting that behind every legal entity, there is a natural person. Even if the relationship is B2B, the person buying is not a company, but rather the person representing it.
Therefore, the owner of a pool product store or the purchasing manager of that organization should serve as the basis for creating a persona for their digital marketing strategies.
Here are some practical tips for digital marketing in the fiberglass pool industry for B2B
As we have explained, digital marketing for the fiberglass pool industry for product resellers is B2B. Below, we will share some tips that you can put into practice to be successful in this strategy. Stay tuned!
Find out which social networks your persona is on
Once you have built your persona — which, as we explained, is the person responsible for purchasing pool products at the store — you need to know where they are.
Conduct in-depth research with store representatives who have already purchased from your industry to find out which channels they use most on the internet. If you find that your audience is present on LinkedIn, for example, you can intensify your marketing strategies on this social network.
In addition to social media, it is interesting to check whether your persona routinely searches on Google, to develop content marketing actions on blogs. This way, you can work to ensure that your website appears on the first page of the search engine .
Be careful with the tone of voice you adopt.
The tone of voice adopted for content published on company channels is not the same for B2B and B2C marketing. When we are interacting with another company, care must be taken to ensure that communication is as expected for this type of negotiation.
When developing an ad for retailers, for example, the focus should be on how the product you produce can be a good alternative for this persona's business. They need to have aroused their interest in reselling what you offer.
Produce rich materials and success stories
Rich materials can be in the form of e-books, infographics, and videos, among others. They are more in-depth content and aim to help retailers understand the relevance of their products for pool-specialized businesses.
Success stories feature successful companies that are already your customers and are reaping the benefits of the partnership. By seeing this, your potential customers may be interested in learning more about your products.
Invest in after-sales
After winning over your customers, digital marketing should also be used in after-sales. To do this, it is advisable to keep all your channels active so that store owners can contact you to make criticisms, compliments or suggestions.
It’s also a good idea to continue producing content to stay in touch with these people. This way, they can buy from your business again and, little by little, establish a lasting relationship.
Now you know a little more about how to do digital marketing for the fiberglass pool industry for product resellers. We are sure that you will have good results if you put what you have learned into practice!