Suppliers have a great opportunity to expand their relationships with contractors to help create more Lead Generation opportunities for their websites. The contractor makes more sales and follows with more material purchases from their suppliers. It’s a true win-win relationship. Unfortunately too many suppliers do not take the initiative since it is easier to guide contractors to lead generation companies, but that doesn’t help with long term marketing objectives. Here we feature Great Lakes Window, a division of Ply Gem (NYSE:PGEM), to demonstrate how they are aggressively helping contractors get more quality leads.
Disclaimer: Operational details are omitted to protect the featured supplier’s business strategy.
Great Lakes Window is one of the most respected suppliers of replacement windows in the U.S.A. and well known for their quality product and service. In addition to enhancing their own reputation and sales opportunities, Great Lakes Window has an objective to enhance the relationships and lead generation opportunities for contractors and their distributors. Great Lakes Window is able to help by co-marketing the contractor’s services. It sounds easy, and it is – with the right strategy in place supported by both the contractor’s efforts and Great Lakes Window’s efforts.
The key ingredient to co-marketing success is when both parties (the contractor and supplier) work synergistically to support each other’s efforts. The contractor has to capture pictures, obtain a testimonial and create a dedicated website landing page with a handful of SEO items organized to promote the contractor’s business, the materials used and the supplier’s business. The supplier has to create their own website landing page that is of a similar story except more of a focus on how the products are used for a contractor’s particular job.
Disclaimer: A contractor should have a modern responsive website to support the cosmetic appeal for the supplier. In other words, a supplier will want to generate leads to a website that is consistent with a nice image. Older websites may not be applicable to all devices such as a smartphone or tablet.
Great Lakes Window is helping strategically support the Search Engine Optimization (SEO) topics for a contractor to improve the rankings of target keywords while also helping website credibility with inbound linking. In this joint presentation we use a real contractor job to promote how co-marketing with a supplier can be achieved. The content was wonderfully unique. And surrounding the unique content is an abundance of SEO items such as Title Tags, Anchor Text, Alt Text and Linking. None of this is hard to understand. But it does take a partnership to put it all together. It was done so well that MyOnlineToolbox and Great Lakes Window decided to promote it as an Educational Webinar included here.