Why Experience Should Spearhead Your Digital Marketing Strategy


Why Experience Should Spearhead Your Digital Marketing Strategy


When an architect, engineer, or contractor (AEC) is visiting your company’s website, they need to be able to find exactly what they’re looking for in a few easy steps.

AECs shouldn’t have to spend a lot of time searching for what they need and maybe never finding it at all. If they haven’t already left your website to search somewhere else, they would have to contact your company directly. This would make the process longer and more complicated for everyone involved.

A Digital Experience Platform can help align your digital marketing strategy with an AEC user’s unique goals. That way, your commercial customers can have a better web experience overall.

1. Digital Transformation Is the Future

No matter what kind of vertical you’re in, if you haven’t already begun the process of digitization, then you’re behind your competitors. In the digital age that we find ourselves in, it’s data and algorithms that are paving the way for everything from marketing to client retention.

Of course, another way that digitization is revolutionizing the way business gets done is that it allows a company to put the experience of their clients first. Gone are the days of ordering catalogs, waiting on them to arrive, flipping through them to find what you want, and then making your order over the phone. It’s also not necessary anymore for companies to meet their clients and person, which can save everyone precious time. In fact, the majority of business today is conducted online.

Having a web presence will allow your AEC buyers to find you online. However, it takes more than simply having a website. In order to drive product specification and sales, your website must to be designed with the experience of the user in mind so that your commercial customers can find what they need quickly and easily.

2. Customer Acquisition and Retention

Even in the digital world, first impressions are everything. They can make the difference between losing a client and gaining them.

Not only will a website with a high-quality user experience allow you to gain more clients, it will also increase the chance that they’ll continue to come back to you.

The power of word of mouth hasn’t diminished in the digital age, either. AEC buyers who have a positive experience while using your site will be much more likely to recommend your company to their colleagues and beyond.

The ethos of a positive web experience is that it’s not enough to get the business of a single or a dozen customers. Rather, the goal is to make it easy enough that the AEC buyer will choose your company over any other. With their loyalty, they’ll make sure that other AEC buyers know about you as well.

3. Showcase Sustainable Products

Do you manufacture eco-friendly and sustainable building products? That’s great, but unless you make your product sustainability ratings easily searchable, you won’t be able to leverage the full advantage offering green products.

More and more commercial architectural firms are looking for products that are both eco-friendly and sustainable. In fact, green construction continues to grow with time, offering more job opportunities for AECs and more potential customers for your company. With more clients, there will be increased demand for a web experience that makes finding your sustainability information simple.

To improve your commercial customers’ web experience, they should be able to quickly find, evaluate, and download technical content for all the products on your website that meet the sustainability requirements of their project.

Concora’s purpose-built selection tools allows your customers to search based on sustainable characteristics, delivering all the information they need as quickly and efficiently as possible rather than having to scroll through long lists of products in the hopes of finding what they’re looking for.

4. Become a Resource for AECs

Just as an ideal library would help a reader find the exact book they’re looking for in the quickest time possible, your product library should adapt the concept of ideal customer experience to an AEC buyer’s unique buyer journey.

The best product library will allow the user to search through thousands of products and download the technical product content (BIM, CAD, specs, etc.) they need with little effort.

As the saying goes, content is king, and AECs will specify your products again and again if your product library is a reliable resource for product content.

With the right software, you’ll be able to track of the activity of AEC buyers, including what they’re searching for and what they’re downloading. These valuable statistics will allow you to further enhance your digital strategy and website experience.

Are You Ready to Use Digital Strategy for a Better Web Experience?

Now that you know why experience should spearhead your digital strategy in 2020, you can look for a holistic solution that will align your strategy with AECs’ unique buyer journeys.

Concora is the only end-to-end solution purpose-built to increase building product selection through providing excellent customer experience, enabling sales and marketing teams with data capture and analytics, and simplifying the management of BIM and other product content.

You shouldn’t have to take our word for it. See for yourself with a platform demo with one of our product experts.

Drive more product specifications