Posts Categorized: Construction Marketing

It’s not about you…..part 2

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I’ve been compelled to write a follow up to an article I wrote a couple of years ago titled ‘It’s not about you’.

It was a recent tweet that prompted me, a brief but telling interaction that said a great deal about where the ‘Tweeter’ was in their marketing thinking.

Here’s the long and the short of it…

We ‘followed’ a company on the Twitter (we do this a bit) and their brief response went something like this:

“thanks for the follow, to find out more about us visit our website www.yadayadayada”Read More

5 Google Analytics questions you should ask your agency today

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For many who follow this blog you will be aware that we love working with data, especially Google Analytics data. Using Google Analytics to assess the performance of tactics, channels and content effectiveness over periods of time help marketers do better with their online marketing.

Some marketers will use Google Analytics quite a bit and some won’t so I’ve tried to include questions everybody can ask their agencies, designers or in-house web teams today.Read More

Marketing boils down to providing unique value

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I recently viewed a keynote by the great Guy Kawasaki who tells us the 12 things Steve Jobs taught him. One of the things Steve taught him was marketing and providing unique value. As always, I try to find ways to translate this information and insight and make it relevant to our complex industry full of intricate supply chains. As a building product manufacturer with lots of competitors how do you make yourself unique and valuable? Most products are ‘me-to’ products and the only difference is the size of the organisation.

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15 things Marketers must stop doing now!

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Here is a list containing 15 things marketers must stop doing now largely based on recent conversations I’ve had with marketers, things I’ve observed and also from my own previous experience working client side for a large product manufacturer.

<rant>

1. Stop wasting money on big, heavy, glossy product brochures

Start putting things online. Drive people to the website where the information is most up to date and can be viewed on mobile or tablet. Save money on print costs and valuable space in the back of sales reps car boot. That space could be filled with golf balls.

2. Stop doing the same things you did in 2007

Start experimenting. Try something new for a change. Challenge the status quo for once. Push the boundaries and start learning something new. Stop something and see what the impact it has on the business (hold-out test) then you’ll realise how valuable that tactic is.Read More

“We’ve just launched our new building products website” Now what?

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Most marketers would consider the launch of a new website the end of a successful project and off they move onto the next project or job on the list. For us at Pauley Creative and our clients it’s only the start. This is where the action begins.

After launching a new site it’s perfectly normal to allow for a few weeks to monitor the change over from old site to new site from a visitor level and from Google perspective. Visitors who were regular visitors to the old site are now having to adjust to the new site. New visitors will have never seen the old site so it will be the first time they navigate through your website. Where will they start and where will they end? This is the period where lots of information can be collected on how users behave on the new website.Read More

How to manage embargoes in a digital age

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Last week I used an embargo on a news story, it’s not something I do often (certainly not yet this year) and as a result it started to make me nervous that journalists didn’t respect the embargo any more… in this digital media relations age, was the ‘embargo trust pact’ dead, or alive?

What is an embargo? Well, technically it’s a ‘stop’ caveat on a piece of information that you’re sharing ahead of time with journalists, which hopes to stop sensitive material from being published before ‘full disclosure’ or a specified date.Read More

Better product positioning (and why it will help you become more profitable).

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We’re continuing to explore the challenges facing today’s construction marketers when it comes to putting together an effective web presence.
Delivering a website that not only qualifies new leads quickly, but builds confidence and credibility – encouraging prospects to buy or specify your products over the competition’s – is the key goal for building product manufacturers when improving their website.

This post on ‘Why better positioning will help you become more profitable’ is part 2 from our new series of posts that discuss how to get great results from the web-build projects you undertake.

We will expand upon a popular article on ‘Why your Construction Website needs Targeted Landing Pages’ and the more recent post on ‘What makes a good construction products landing page that generates leads?’.

Positioning for profit.Read More

The Perfect Lead Generation Dashboard for Construction Marketing Websites

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Are you a construction marketer who hates using Google Analytics because the information you require is so hard to find?

You’re a marketer who doesn’t have time and would prefer everything you need to know all on one screen?

Well, a Google Analytics dashboard might just solve your problems.

We’ve spent the last couple of days creating a number of dashboards in Google Analytics for the Pauley Creative website and our clients.

By creating a lead generation focused dashboard it allows us and others within the business and our clients to get a quick snapshot view. To see quickly how the website is performing and where leads are coming from.

Users don’t need to go through multiple reports or tabs and nor do they need o keep applying lots of filters to get the info we all need.

So what does this dashboard look like?

Dashboards are accessed and created in the ‘Home’ tab located at the top of the screen in Google Analytics. Dashboards are made up of a number of configured widgets which you can create depending on what you want to know.

The dashboard looks something like this (click to enlarge):Read More

Taking the first step towards complying with the EU Cookie Law

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So, we’re only a few days away until the EU Cookie Law deadline is with us and Pauley Creative have taken the first step in working towards complying with the law. With all the consultations, seminars, papers and posts already written on the subject we thought that by making a small step forward it is better than taking no step at all. In my opinion the majority of marketers, web masters and business owners have adopted a ‘wait and see what others do’ approach. Only yesterday we heard that the ICO will be sending letters to the top 50 website owners but did not state which 50 websites they were but site traffic was one of the criteria.Read More

10 ways to create viral videos as part of a construction products campaign

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Definition Viral video: A video which becomes popular through social sharing (Facebook, YouTube, Twitter etc)

Viral videos can be great – great fun, great for branding and great for reach without necessarily having access to spectacular budgets.

The brilliant thing about these videos is that they have the magical ability to take you out of your ‘construction’ pigeonhole. The techniques and tactics which make a great viral will transcend your industry labels and appeal directly to basal human instincts… curiosity, sympathy, humour, sociability.

Reviewing some of the greatest viral videos from the past few years, it’s clear to see trends in some of the more successful tactics employed by the creative agencies.Read More