The fenestration industry has always been built on strong relationships, product performance and reputation. Those fundamentals haven’t changed. What has changed, however, is how and where those relationships are formed, how reputations are reinforced, and how products are discovered in the first place. Mark Walker, marketing manager at Selecta Systems, talks about why digital visibility now matters more than ever.

Social media, video and, more recently, artificial intelligence are no longer ‘nice to have’ marketing tools. They are becoming essential channels for visibility, education and engagement across every level of our industry – from fabricators and installers through to homeowners.

Social media

Social media is often misunderstood as being purely promotional. In reality, its greatest strength lies in the reassurance and credibility of a business and its range of products and services. Platforms such as LinkedIn, Facebook, Instagram and also Tik Tok allow fenestration businesses to consistently demonstrate their professionalism, reliability, personality and expertise without overt selling.

For trade-focused brands, LinkedIn is not just an invaluable space for sharing product and service information and spec. It’s also the perfect platform to share industry insight, celebrating staff achievements, highlighting accreditations whilst engaging with partners.

For installer-facing or homeowner-led audiences, Facebook, Instagram and Tik Tok offer a visual, accessible way to show real installations, customer feedback and behind-the-scenes activity.

The key benefit with these platforms, is consistency. Regular, well-considered social content helps keep a brand front of mind and reinforces trust long before a sales conversation ever takes place.

Video: showing, not telling

Video has transformed how products are communicated. Window and door system offerings can be complex, but video allows those technical and performance aspects to be explained clearly and visually.

Short-form videos are particularly effective for product highlights, installations, new launches or common questions. Longer-form content can be used for education and training, factory tours or in-depth system explanations. Importantly, video humanises brands and brings personality into the fold. Seeing the people behind the products, whether that’s fabrication, installation and technical teams, sales staff or management, these can build familiarity and confidence.

From a marketing standpoint, video content is also highly versatile. A single filmed piece can be repurposed across websites, social media, presentations and email campaigns, maximising return on effort.

Artificial intelligence

Artificial intelligence is perhaps the most talked-about development in marketing, and understandably so. Whilst AI isn’t a replacement for experience or industry knowledge, it has quickly become a valuable assistant.

When used responsibly, AI can help generate first drafts of content, suggest social media ideas, analyse engagement trends and streamline repetitive tasks. This allows marketing teams and staff responsible for digital marketing, particularly in smaller businesses, to focus more time on strategy, creativity and accuracy.

In an industry where compliance, performance data and technical detail matter, human management remains essential. However, AI can significantly improve efficiency, speed and consistency when used as a support tool rather than a shortcut.

One of the most important reasons to embrace social media, video content and AI is simply that customers expect it. For instance, homeowners increasingly research products online before contacting an installer.

Trade customers want quick access to information, visuals and reassurance. If a brand isn’t visible or active digitally, it risks being overlooked, regardless of your product quality and service capabilities.

This doesn’t mean abandoning traditional marketing or personal relationships. Instead, digital tools should complement them – reinforcing messages, extending reach and supporting conversations and topics already taking place offline.

Supporting customers

At Selecta Systems, our marketing team works closely with customers to help them make practical and effective use of social media, video and AI as part of their wider marketing activity. We support fabricators and installers by creating content that is both professional and relevant, from ready-to-use social media posts and product visuals through to video assets.

We can also assist in the formation of campaign ideas, which can be tailored to individual businesses. By combining our understanding of the fenestration market with modern marketing tools, we help customers communicate more clearly, stay consistent and present their products with confidence across digital channels, without adding unnecessary complexity or pressure to their day-to-day operations.

A long-term mindset

Ultimately, effective digital marketing in our industry is not about chasing trends or viral moments. It’s about creating and providing consistency, authenticity and clarity. Businesses that take a measured, personal yet professional approach to social media, video and AI are better positioned to educate their audience, strengthen their brand and adapt to an evolving marketplace.

Ultimately, these tools are not about selling more aggressively, they’re about communicating more effectively. And in an industry that is largely built on trust, that can make all the difference.