Marketing in the new normal
As the industry gets back to work, the UK is left facing the turbulent aftermath of the Covid-19 pandemic. For the Glazerite UK Group, that has meant adapting the support it offers its installer partners in line with the new normal. Glazerite’s group marketing manager Michelle Wright explains.
Following lockdown, we wanted to ensure our installer partners had access to everything they might need when adjusting to working in the new normal. This includes the launch of our microsite, www.homeimprovementshub.co.uk, and the Getting Back to Business guide, which links to government guidance on working safely in other people’s homes during the Covid-19 crisis.
We’ve also included other areas that might be relevant to our installers and their employees, ranging from government business help and funding schemes through to mental health resources.
A key part for me in particular was to share how to talk to the market post-lockdown, whether that’s highlighting what steps the installer will take while working in a homeowner’s property (in line with the latest guidance), or showcasing the option to quote for an installation remotely, for example.
In these uncertain times, we all have to look at and review every aspect of our business to ensure its survival; it certainly shouldn’t be a time to reduce marketing efforts. As a fabricator, we work closely with our installer partners not only to deliver a comprehensive range of products, but also with bespoke marketing support, which enables them to stand out from their competitors.
It’s more important now than ever that installers look to strengthen their digital marketing presence, especially given that the internet was such a lifeline to so many during lockdown. While apart, we were able to stay together thanks to the wonders of video communication tools like Zoom, and use social media to connect with our local communities in ways we may never have done before.
Digital marketing can make a real difference to your business so it’s key to have an online presence, and one that aligns with your social media channels if you have them. Homeowners do their research online, whether that’s via reviews or asking for recommendations on social media.
Updating or overhauling a website with up-to-date and dynamic content, making it easy to navigate with concise and compelling copy, strong visuals like pictures and video, as well as adding a clear call to action on every page can really boost engagement and lead to sales.
Similarly, keeping your social media updated and sharing picture and videos of your installs is important, as is encouraging customer reviews wherever possible.
We currently work with around a third of our customer base on their marketing activity, which would otherwise cost them several £thousands per year. It’s all part of our aim to put our installer partners on a par with national competitors and ahead of their local competition. It’s also an area we are continuing to develop this year with the launch of a fresh new website for installers, which can be tailored with their own messaging and branding.
We also have a range of marketing tools available for use by installers, including a retail sales presenter. The presenter can be tailored to the installer’s business and used in video calls to walk customers through the range of products and services, as well as demonstrate the installer’s capabilities, and the key benefits of working with them. It’s a strong sales tool, and ideal for the current climate.
Our brochures have also been digitised using flip technology, which gives installers another way to showcase products available simply by embedding a code within their websites or including in their emails with quotes.
The second half of 2020 will see the launch of our social media toolkit, which will help our installers use better content, as well as imagery and video for their own use. Videos and content are great when it comes to influencing the buying decisions of the end customer, and it’s something we’re keen to explore further for our installer partners.