Michelle Wright, Glazerite UK Group’s head of marketing, shares how the leading trade fabricator can help you stand out from the crowd.

After a challenging few years financially, it is little wonder one in three UK homeowners are choosing to stay put and make improvements to existing properties.

It’s a trend that is set to continue into 2025 and, encouragingly for our installers, new doors and windows feature frequently on the list of areas to upgrade. Combined with increasing consumer desire to improve energy efficiency, there’s no better time for an installer to level up their marketing to grab the attention of potential customers.

So how can you increase awareness of your brand, stand out from your competitors and win new business? Understand your customer, be where they are, and answer their need. In today’s digital era, that is very much online, so a website and active social media channels are non-negotiables.

When it comes to building a great online presence, we support our installer partners with marketing in a range of ways so that they can differentiate themselves from competitors. We work with around one third of our existing customer base to provide marketing assistance and every form of support is tailored to their individual needs.

It is an offering that is worth more than £5,000 to those currently making use of it. Alongside digital marketing it also includes traditional marketing in the form of rebranding, product brochures, point of sale material and drop cards, which can be branded with the installer’s own credentials.

So how do we work with our installers to improve their digital presence in particular?

We kick off the project by learning more about our customer and their business to better understand their end customer profile as well as their company aims. We then carry out a digital audit, using social media analysis of their existing online presence and, where an installer already has a website, conducting a deep dive on the site’s performance using formal analytics and our own analysis. From there, we will recommend changes to maximise opportunities so that the installer can rank higher in local Google searches for example.

Meanwhile, our social media audit looks at and highlights areas which are working well, or which could be improved. We will check for consistency, branding, messaging, and if company details and links are correct and in place. We’ll also look at content, engagement and visuals. We’ll then work closely with the installer to help them optimise their social media channels for greater reach, response and interaction, which will, in turn, convert a potential customer into a business win.

For those of our installer base who are already managing their own social media channels and looking to better understand what is available and how to improve it, we’ve put together a Glazerite social media toolkit. This is an easy-to-use guide for installers on how to get the best from their social media channels by outlining the who, what, why, where, and how of platforms like Facebook and Instagram. We also share tips and examples on the best kind of content to win new customers and maintain an engaging social media presence to keep your business top-of-mind, alongside how-to guides on using handy tools like Canva to produce visuals.

Meanwhile, we’ve also recently launched our new Glazerite ‘Vista’ system to give installers instant access to a range of strong visual imagery and the ability to create their own-brand printed POS materials and brochures.

For those installers who don’t have the time or resource to create and manage their own website, our marketing team is on hand to create one. We will work with you to build a dynamic website fully tailored to your business, using local messaging to ensure it is relevant for potential customers. The site we help you create will of course be user-friendly and search engine optimised, creating the perfect showcase for your company and product range, with flip technology brochures and video content embedded ready for customers to browse.

Whatever an installer’s goals or end market, we tailor our marketing support to position you in the best possible light and remove the burden so that you can focus on your core activities – delivering exceptional installs.