Posts Categorized: Lead Generation

How to make Ecobuild pay for Building Product Manufacturers.

Ecobuild - Excell

Spud the Dulux dog – An exhibitor who doesn’t have a follow up process…

It’s Ecobuild time again for all us construction marketing folks.

 And for the sake of this post I will assume at this late stage, everyone exhibiting and visiting has a rock solid set of objectives and goals for this years Ecobuild.

From my own experience, most building product manufacturers will typically have three, now four (updated Nov 2013 and again in Feb 2015) key drivers for exhibiting. In no particular order:

The months leading up to any large exhibition are generally more about project management than marketing.Read More

Why a cut in marketing budgets might not be a bad thing for marketers

Over the last few months there has been various studies released focusing on headcount and marketing budgets as we approach 2013. Research conducted by Lead Edge ‘Construction Market Barometer‘ recently showed that 28% of companies are expecting no change to their marketing budget, with 36% expecting growth. Whilst that is a good sign I personally also think that leaves more room for random acts of marketing (do more! do more of the less effective stuff!!).

Which means the remaining 36% of companies surveyed are looking at reducing marketing budgets. I can only assume that the companies which belong in this bucket are trying to assess which tactics, channels and strategies to cut or eliminate as we move closer to 2013.Read More

Marketing to the construction industry in a multi device world

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

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

What makes a good construction products landing page?

When it comes to designing websites you have to understand and make note of how people interact and travel through your website (The user journey). Not all of your website visitors will enter via your homepage and therefore the messages on homepage such as what you do, your positioning statement. your most popular products etc have been completely missed. The page a visitor lands on first is therefore the landing page. A well optimised website will encourage visitors to land on pages which are relevant to their search terms and avoid the need to have to enter via the homepage and then make the visitor work hard to find the relevant content.

If you think about, this means every page on your website is essentially a landing page. But are you treating it as one?Read More

The Perfect Lead Generation Dashboard for Construction Marketing Websites

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

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

What is (not provided) in Google Analytics and why is it my number one keyword?

Have you logged into Google Analytics recently and noticed a certain keyword slowly rise to the #1 spot in your Keyword Report?

(not provided) google analyticsBack in October 2011, Google announced it would encrypt (SSL) searches performed by those who are logged into their Google Accounts (Gmail, YouTube, Reader, Analytics etc) which means sites will no longer receive the referral search term from these searchers. This makes it difficult for SEOs like us to optimise websites for particular keywords or search terms but it also helps us identify how many people could be seeing personalised search results. In Google Analytics you will see all encrypted searches grouped under (not provided).Read More

Measuring Brand and Non-Brand Search Traffic for Building Product Manufacturers

Using Google Analytics to measure the performance of your website can reveal so many useful insights and give you some really good actionable outcomes. At Pauley Creative, prior to doing any form of online marketing we carry out an extensive website technical audit which includes a full Google Analytics audit & analysis so that we can recommend actions, activities and projects based on data, and data which actually means something and can be benchmarked and measured against. It’s all well and good saying “Visits to our website increased by 130%” but what if I told you that 90% of those visitors stayed on your website between 1 second and 10 seconds? Not so successful now huh?

This is where Advanced Segments in Google Analytics can really help you understand and breakdown those larger numbers into more smaller, more meaningful numbers. Firstly, Google Analytics already comes with some pre-defined advanced segments for you to choose from. These are great but they are basic segments such as ‘search traffic’ which will display all the stats only for those who came to your website from a search engine or ‘mobile visits’ or ‘non-bounce visits’. However, Google Analytics does allow you to create your own segments based on the type of website you have and the information you want to extract from the analytics software.Read More

Analysing Assisted Conversions and Conversion Paths in Google Analytics

Many marketers struggle to identify which sources of traffic are most effective when it comes to converting web visitors into leads. Setting up Goals in Google Analytics for events such as downloads, registrations, subscriptions or enquiry submissions is the first step in working out which sources of traffic, and which campaigns, are most effective.

A few weeks back I decided to use one of our clients’ high volume traffic websites to test the new Assisted Conversion and Conversion Paths reports in Google Analytics V5 for a 4 week period. Assisted conversions in Google Analytics identifies which sources of traffic played a part in converting a visitor into a lead. This is an important report for identifying which sources of traffic are helping in converting visitors. Here is what the Assisted Conversion path report looks like:

Assisted Conversions

Read More

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