A few days ago I came across a very interesting slide deck by Michael Lanz, Industry Director at Google (shared by one of my Google+ buddies) about ‘Making the Web Work for You’. The presentation was focusing on the recent web trends, behaviour changes and the choice of devices available which in turn causes an acceleration in sharing on the web today.Read More
Posts Categorized: Marketing Strategy
3 common construction email marketing myths debunked
An effective email distribution list can achieve a number of key goals for marketers within building products manufacturers.
- It can improve the online REACH of your products (and consequently extend the knowledge of your brand and other products).
- It can help build confidence and trust in your prospects to ACT on your integrated marketing messages.
- It can encourage prospects to CONVERT into leads through permission-based* calls-to-action on your building product landing pages.
- It can start the relationship-building process with your prospects by opening a channel to ENGAGE in conversation.
But before you all go and spend a small fortune on a big old list from a broker, based on SIC codes and other useless data drivel. There are two points to remember here:Read More
How to manage embargoes in a digital age
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).
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
Benchmarking Website Performance
As a follow on from the popular post ‘5 questions to ask before redesigning your construction company website‘, over the coming weeks and months I’ll be sharing the phases and processes that we take our clients through to deliver their engaging and measurable online experiences.
Looking at benchmarking and auditing to implementation; building the website to driving new traffic and finally, keeping loyal visitors happy and turning them into brand advocates and product referrers.
We’ll explore the challenges facing today’s marketers. 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.
This post on ‘Benchmarking Website Performance’ is part 1 of our series of posts that highlights how we get the very best results from the web-build projects we undertake.Read More
5 (and a half) things to consider before developing a mobile marketing strategy or app
As mobile device usage increases amongst architects, engineers and on-site professionals, it’s the perfect reason to start thinking about developing a mobile app as part of your sales and marketing toolbox.
What type of Architect are you marketing to? Part 3 of 3
Over the previous two days I’ve introduced you to two types of Architects you could be marketing to. Firstly there is John, the traditionalist, whose preferred communication method is phone and print. Then yesterday you met Geoff, the transitionalist, who uses a ‘mash-up’ of communication channels to obtain information about your company and products and is slowly moving towards a fully paperless office and managing to get online a little more than he did 5 years ago. How will you market to these personas? Do you even know what type of Architects you are marketing to?
Let’s meet our final character.
The Transformationalist: Joanne
What type of Architect are you marketing to? Part 2 of 3
Yesterday you met John, the 56 year old Architect. He is the traditionalist who loves to read material and his preferred choice of communication channels is print. John is your ideal Architect who hopes you don’t spend more money on mobile apps, online advertising to promote a new product, SEO to get the right product in front of him, microsites for him to visit, blogging with product content and social media to inform of an upcoming event. It just doesn’t appeal to him and nor does it add any value to him. In other words ‘don’t try to get him online’ if you are looking to strengthen your relationship and inform him of company info or product related information.
Let’s meet our second character.
The Transitionalist: Geoff
What is greenwash and why will it affect your construction business?
Post updated in November 2015.
Since this post was first written in 2012, CAPS [the Committee of Advertising Practice] have published new information on ‘Green claims in Advertising‘ which is well worth getting familiar with.
The UK market place is now flooded with products and services shouting about their ‘green’ credentials. There are now over 73% more ‘green’ marketed products in the UK market place today, than at the end of 2009.Read More
Marketing implications of Google’s latest feature ‘search, plus your world’
Last week Google launched their latest feature called ‘search, plus your world’ or search+ for short. This change sees a deeper integration of Google search with its social network Google+, thereby turning search into a more social experience. They want to improve the search experience by making results more relevant and personal to users when they are signed into their Google.com accounts. Read More