Building material suppliers naturally face quite a marketing challenge. They often have feet in two doors, with both a commercial side and a residential side to their business. That was the case for our client Trowel Trades Supply.
Reaching the Right People at the Right Time
Trowel Trades Supply provides building stone, brick, landscaping stone and other building materials for any application—whether it’s a construction company ordering enough thin stone veneer to cover an entire building, or a homeowner looking to install a patio with clay pavers. When we first started working with this client, they were looking for ways to increase their visibility in the residential space. Specifically, they wanted to become the first choice for homeowners who were looking for stone to complete their home projects, and in order to do that they needed to stand apart from the competition by educating their potential customers instead of simply advertising to them.
We started by redesigning the Trowel Trades Supply website, creating a new site that was inbound-focused and driven by performance. For the first content offer on the new site, we wanted to create an Awareness-stage eBook that would speak to homeowners who were considering ideas for landscaping projects. The result? The Landscape with Stone 2016 Idea Book.
Since Trowel Trades Supply is located in Vermont, their residential customers have a limited amount of time to complete landscaping projects before winter hits. We were creating this resource ahead of the spring and summer project season, so the timing was ideal.
We decided to design a magazine-like eBook that was driven by images and told the story of the products and ideas being showcased. With the rise of platforms like Pinterest and Houzz, we know that Trowel Trades Supply’s residential buyer persona likes to look through inspiring images as part of their decision process.
To complete the eBook conversion path, we also designed corresponding CTAs and a landing page.
Creating Shareable Content That Converts
The Landscape with Stone 2016 Idea Book was Trowel Trades Supply’s first inbound marketing content offer, and it was successful in delivering the results they were hoping for. After posting this resource on social media, it was shared organically on Facebook. This contributed heavily towards a 300+% increase in website traffic from social media and a 25% increase in overall website traffic from the previous month. The social sharing of this resource also contributed to a 2.15% visit-to-contact rate in the month it was shared, up from 1.34% the previous month.
The fact that conversions from this eBook were a direct result of social media sharing is an ideal situation—Trowel Trades Supply was attempting to reach more homeowners, and Facebook is one of the most prominent platforms where their audience can be found. This eBook continues to generate new contacts each month. By updating the idea book each year, Trowel Trades Supply has an Awareness stage content offer that will continue to attract new opportunities.