Steel and TMT brands fight on rate, and their dealers stock several brands at once. Orders swing with the market, and engineers want data most websites lack.
PromotEdge, an integrated marketing agency in India, has worked on each of these for steel brands. This page shows how. Client names stay private, and results are shared 1-to-1 under NDA.
Four problems come up again and again in this trade. Each one is on our steel and metals industry page. Under each we say what the work did about it.
Buyers ask for the rate, then buy from whoever is a little cheaper.
When price is all a buyer can compare, every sale turns into a haggle. The brand has to give a second reason: supply, and proof that the grade matches the tag. How we worked on it: A website, photoshoots, CGI content and digital films that give the buyer something to judge besides the rate.
Dealers stock several brands, and the brand is not the one they push.
A dealer who earns the same on four brands sells whichever is easiest. The brand has to make itself easy to ask for. How we worked on it: Social media and influencer work aimed at the people who ask for a brand at the counter, with QR codes that connect the shop to the phone.
Engineers ask for grade and size data, and the website has a plant photo and a phone number.
Site engineers and project buyers check specifications before they call. A website without them loses that buyer. How we worked on it: Website design and development so the site answers specification questions, then search work and blogs so engineers find those answers.
Orders rise and fall with the rate, and contact with buyers is lost when the market is slow.
When rates move, buyers hold back and book only what they need. A brand that goes quiet then has to start again when the market turns. How we worked on it: Email marketing and blogs to stay in touch through the slow months, with performance marketing and lead generation when buyers return.
Steel and TMT bar brands that sell through dealers and distributors, and to project and institutional buyers. We have worked with 4 steel and metals brands, and we do not name them.
We ran it as one connected plan, in the order a steel buyer decides.
Who decides, who recommends and who pays: the dealer, the site engineer, the project buyer. Each gets what they look for.
Design, development and maintenance, so the site answers specification questions and takes enquiries.
Search work and blogs for what steel and TMT buyers search, and email to stay in touch with buyers in slow months.
Performance marketing, judged on enquiries, and lead generation.
Social media, influencer work, QR codes, CGI content, photoshoots and digital films.
Our beliefOur job is to impress your customers, not you.
One team looked after the website, search, ads, content and films. A buyer saw the same brand wherever they met it.
The screens and results stay under NDA. A person from our team can walk you through the steel work in a 30-minute video call or at our Kolkata office.
The trade, the services used, and what clients say.
No. We work under NDA, so we do not tie a client's name, screens or numbers to the work on a public page. In a 1-to-1 call we can talk you through the method and the results, and tell you what we can and cannot show.
We do not publish a price list. The cost depends on the scope, the number of products and markets, and how much of the work you want us to run. Book the walkthrough, then ask for a written quote for your own business.
Start with the questions an engineer asks: grades, sizes and papers. Once those answers are on the site, search work and ads have somewhere useful to send people.
