TECHNOLOGY & EQUIPMENT
on the internet . Internet marketing for construction product companies is really in its infancy , with websites clearly not designed for the specifier . The traditional way of marketing construction products is never to talk about other companies ’ products , so we are unable to make genuine comparisons . There is frequently a focus on features rather than benefits , and technical information is often hard to come by . I have friends who have spent hours trying to get someone to send a standard detail when it could have been on the website 24 / 7 , ready for them to download immediately .
Many manufacturers are reluctant to share their digital information , hiding it behind a pay wall that they expect us to pass by giving up email addresses . We don ’ t like giving our email addresses for product information unless there is a genuine benefit for us , because construction product companies are notorious for spamming us afterwards . So we curse the extra time it takes us to fill out forms .
So how can we find what we want ? How do we know the information is up-to-date ? And how can we do all this when we are in a hurry ?
‘ If you ’ re not already using LinkedIn and Twitter to find and build relationships with construction product companies , give it a go ”
– Su Butcher , Just Practising
10 January 2016