MDi TV Episode 11 – Planning your digital marketing for 2012

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Happy new year and welcome to the first MDi TV episode of 2012. This episode will help you benchmark your current position and plan your marketing activities for the year. Conduct a review of 2011 to discover whether you achieved your objectives, how your website is performing, where the majority of your traffic is coming from, what web pages are doing well (and which aren’t) and also look at the brand and non-brand keywords that are driving traffic to your site. How can you increase traffic for non-branded keywords this year?

Doing a regular review of your competitors and the general environment is also vital. Are there any new companies in your sector? What campaigns are your competitors running? Is there any new industry regulation that you (or your customers) should be aware of? Once you have benchmarked your position, you can then allocate your marketing budget according to the specific and measurable goals that you have set for the year ahead.

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5 digital marketing predictions for 2012

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At the start of every new year there are always a host of blog posts and articles listing predictions for the next big thing or trend that will define the year. I think 2012 is going to be mainly about the maturity of social media and the acceptance that it’s now a fundamental part of business. Construction marketers have to focus on producing more relevant content and ensure that it reaches their target audience at the right time in the buying cycle and through the right channels. Using social data to gather valuable insights will enable the creation of more effective, measurable marketing campaigns. This year the continued merging of mobile, search and social will play an important role as content production and sharing takes centre stage. Below are some predictions about what digital marketing trends are going to shape the construction industry in 2012.

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Glossary of digital marketing and social media terms

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The new terms and abbreviations used online can be confusing for someone who is new to digital marketing and the world of social media. Therefore, we have compiled a list of some of the most commonly used words and terms to help you make sense of what people are talking about. This list is not conclusive and if you have any other terms that you think we should add then please let us know in the comments section.

Blog: A blog is an online journal that is updated on a regular basis with entries that appear in reverse chronological order. Blogs can be about any subject and are usually written in a conversational style to encourage comments and discussion.

Bounce Rate: the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. Use this metric to measure visit quality – a high bounce rate generally indicates that site entrance pages aren’t relevant to your visitors.

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MDi TV Episode 10 – Using social media to improve your PR activities

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This episode of MDi TV explores the relationship between PR and social media. PR has changed over the years with the focus shifting from just getting news into the press to writing content that speaks directly to your audience and encourages conversation. Journalists are under a lot of pressure and need PR professionals to provide them with content that is relevant and written in a style that can be easily copied and pasted, hence the rise in popularity of the social media news release. This content is optimised for both search engines and the media looking for news on a certain topic.

Distributing your content and PR activities through social media channels can dramatically increase the reach of your news, whilst engaging in personal conversations and sharing relevant information online can strengthen your relationships with journalists and reporters.

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MDi TV Episode 9 – Optimising page titles for product manufacturer websites

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The latest episode of MDi TV illustrates how product manufacturers within the construction industry can optimise their product page titles. When architects and specifiers are searching online they might already have a specific product in mind and will type this brand or product name directly into search engines. If your page titles are not optimised then you could be missing out on a large volume of quality traffic. Watch this screencast to learn how important unique page titles are and how you can ensure that your website appears in search results for your products.

Please let us know if you have any questions that you would like answered in a future episode by sending a tweet to @PauleyCreative or emailing us.

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How a UK architect practice uses social media to increase brand awareness

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This is the second post in our interview series with different members of the construction industry. Dave joins us from SNOW architects to talk about how his practice use social media to communicate with their audience, raise awareness of the business and generate leads.

I ‘virtually’ met Dave through Twitter over a year ago and then finally saw him in person at our digital marketing seminar in October. He has built up a large online following and often shares interesting articles on industry news and developments as well as blogging about how architects can use the latest technologies for their projects. Now, I will let him take the stage, so to say, and tell you a bit more about the company and how social media has helped him.

Introduction to SNOW architects

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MDi TV Episode 8 – How search engines use social signals as one of its ranking factors

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Welcome to the latest episode of MDi TV. This week Pritesh explains how search engines use social signals to determine which websites or web pages to rank highly within search engine results pages. The key take away from this is that whilst this isn’t just about a link from Twitter or Facebook pointing to your website, it’s more about producing quality content and then allowing your website visitors to share that content within social networking sites. The more social shares your content has and authority is built, the stronger the signal to Google that this content is of quality and is shared by authoritative people online (influencers) and should rank higher within search engines.Read More

Infographic: Social media analysis of the top 15 UK construction companies

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Following on from our 2010 and 2011 analysis of how the top 15 UK construction companies are using social media, we have created an infographic to illustrate the difference a year can make. To see the detailed 2011 analysis, read our blog post ‘how are the top 15 UK construction companies using social media.’ Feel free to share the infographic on your blog, just remember to please link it back to this post. Thanks!

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