10 ways construction companies can use QR codes

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This post was updated in 2015.

Developments in technology, especially web and mobile, have changed the way we engage with each other as well as with places and objects around us. A few years ago we were all tied to our desktop computers and now there is an ever increasing amount of technology allowing us to be mobile and plugged into the Internet wherever we are, thanks to smartphones and tablets like the iPad. New figures show that smartphones now account for 64% of all phones sold in the UK. Nielsen also predicted last year that smartphones will be the dominant device by the end of 2011, so there certainly is a reason to be taking this area more seriously. Opportunities to connect the physical world with the digital one are therefore great and construction companies can learn to use QR codes to their advantage.Read More

Building strong brands: Essential for construction companies

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The current economic climate is tough for many businesses in the AEC sector and seeing companies such as ROK go into administration was a real eye-opener. It is exactly in times like these that branding becomes even more important. Achieving growth and acquiring new business opportunities is increasingly challenging, especially when the industry is becoming even more competitive. In order to stand out you need to focus on your brand and remind prospects and clients why you are ‘the right man for the job.’ A strong brand is not achieved over night. It needs constant investment to sustain it and build strong brand equity.

A brand is much more than a logo or positioning statement. It is a promise. A promise from the company to its customers and clients that they will receive a product or service that consistently delivers added value.

“A brand is an identifiable entity that makes specific promises of value.”

Without branding all products and services are perceived to be the same without any differentiation. Strong branding sets you apart from the competition by providing benefits that others do not. Through this, a relationship is formed. The construction industry is built on many relationships – relationships with clients, suppliers, employees, architects, contractors. The list goes on. It is these relationships that fully define your brand. You may think your brand represents reliability, performance and sustainable development but if your clients, customers, prospects, employees and even the general public do not think (or see) that, then something is wrong.

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CIMCIG Digital Marketing Workshop Presentation – Measure what matters

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We recently presented at the CIMCIG Digital Marketing Workshop in London about measuring what really matters to your bosses and directors .

The presentation focused on what construction marketers should be measuring if the aim of your marketing is lead generation. Your website is and should be the heart of your digital marketing strategy and it is a lead conversion tool – but is it doing its job? How do you know your marketing activities are working if you are not measuring leads by source or campaign?

Lead generation and conversion is an important marketing and business goal, so are you measuring how your website is performing? How many leads is your website generating and how many of them are converted into prospects? Which campaigns are working better than others? Where are you spending most of your budget and is it generating you leads? How can you reduce your spend yet increase conversions or generate good qualified leads?

Some marketers only report metrics such as visits and page views which doesn’t tell you anything. Marketers should instead report results and outcomes, not observations. Measure what matters!

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5 Ways to Increase your Online Lead Generation

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First and foremost let’s get the definitions out of the way. What exactly is a lead you say? Well, a lead is simply a company or group of companies that you have identified as expressing some kind of interest in your products and/or services.  Lead generation is the marketing term for the process of creating and generating the interest of potential prospects. It occurs when a visitor to your site (or other company touchpoints) takes action and makes additional contact with your company.  There are several ways to increase lead generation and the main 5 will be discussed in further detail in this post. The purpose is to offer your target audience a wealth of relevant information that will shorten their buying cycle and convert targeted traffic into ‘hot’ prospects. This can be done through establishing your business and your team members as thought leaders in your industry.

*** If you are a construction product manufacturer that has all the necessary (and more) product information on your website, including online applications such as product selectors, pricing guides, downloadable brochures or product specification datasheets, you are making an architects’ or specifiers’ product selection that much easier. Good, relevant technical information creates loyalty amongst those who specify products or require assistance from those who manufacture products.

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Why your Construction Website needs Targeted Landing Pages

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Studies have shown that nearly begin the buying process by searching on the Internet. They use specific keywords to find companies that provide the products and services that they are looking for. Since they have a specific need in mind, they do not want to spend hours searching through large amounts of jargon and useless information. Instead they want valuable facts, information, results and most importantly, why they should pick you over your competitors. What makes you stand out? What is your USP? Your website represents you, your company and the products and services that you provide to your target market. Each page on your website has a different purpose with a set objective. Therefore all pages need to be optimised to work effectively and communicate your brand message to visitors.

A landing page is a page that prospects reach either through a direct link (maybe sent through email), search engine results, online advertising banners or PPC campaigns. Landing pages are not a website’s homepage but instead are separate pages that contain keywords matching the search phrases used by visitors. They should be designed to give visitors all the necessary information in one place so that it is easier for them to make an informed purchase decision. Visitors do not want to click through various website pages to find what they are looking for. They will simply move on and find one with a targeted landing page. There goes yet another missed opportunity! Therefore, targeted and optimised landing pages need to be a core part of your online marketing strategy to maximise lead generation.

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A list of UK Architects on Twitter

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For many construction marketers who are creating social media plans or are already participating in social media, their first task should have been to find out whether their audience is using Twitter (or not) as a communication tool. If they are, then there is potential to engage with this audience and achieve valuable business goals such as lead generation, brand awareness, relationship development, research and general networking.

So how do you go about finding your audience?

I came across this handy tool the other day called Follower Wonk. It basically allows you to find Twitter users by searching for keywords within their biographies. Most professionals’ bios contain their job title, who they work for or which industry they work in.

So to help product manufacturers to kick start their social media campaigns, we have created a list of Architects within the UK on Twitter using Follower Wonk.

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The #Ecobuild hashtag provides a unique Marketing Opportunity

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Ecobuild is one of the largest events for the construction industry and the build environment. With more than 1,300 exhibitors, 750 speakers and 50,000 visitors expected over the three-days event focusing on the sectors biggest challenge: creating a sustainable build environment. This blog posts looks at the marketing opportunities created by such a huge event and how the #ecobuild hashtag can be used to connect with exhibitors, fellow visitors, speakers and allow those not able to attend a chance to ‘get a piece of the action’.

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A week in the life of a Specification Manager using Social Media

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Meet Steve. He is the new Specification Manager for a company that manufactures and supplies rainwater harvesting systems for the commercial sector. Steve has just started using social media to connect with specific audiences online and his objective is to tap in to those Architects and Designers who communicate online and don’t respond to his emails or cold calls. We take a look at how he is getting on……..

MONDAY 4th JUNE 2011

8.47am – Got into work, started searching for some Architects on Twitter using the Twibes website. Very interesting, found a large group of Architects and then some smaller niche architects who specialise in specific areas of design and architecture. I found the category ‘Environmental Architects’ which has about 150 architects within the group, or ‘Twibes’ as they call themselves. Maybe they are the ones I should follow. Give it a try.Read More

CIMCIG ‘Social Media Marketing to Architects’ Presentation

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CIMCIG kindly invited me to present at the Marketing to Architects half-day seminar on the subject of ‘Social Media Marketing to Architects’. Majority of the audience were marketers from Product Manufacturing companies and a handful of marketers from software providers and design services. 89 marketing and business development professionals attended the event which was great news for the organisers and presenters. The event provided a unique networking opportunity and gave delegates a chance to learn about enhancing existing communication channels and integrating new channels into their marketing mix to target and communicate with Architects more effectively.

Key points from the presentation:

  • Plan and research your audience. Where are they discussing topics online? What forms of communication channels do they use?
  • Take the time to listen to what architects discuss and talk about online.
  • Respond and engage with Architects. Provide them with content which is of value and helps Architects, Specifiers and Engineers to choose your products and establish a relationship with your brand.
  • Nurture Architects and help them through the specification process at various touch points.
  • Don’t always talk about yourself. Provide informative content to Architects.
  • Get other departments involved, social media can be a business tool.

Social Media Marketing to Architects for Product Manufacturers

View more presentations from pauleycreative.

CIMCIG organise and host a wide variety of events aimed at construction marketing professionals. Have a look at what else is happening this year: http://www.cimcig.org/events.php