Posts Categorized: Building Product Manufacturers

4 things we did to grow organic search traffic by 208%

One of the key objectives of any search engine optimisation strategy is to increase the amount of traffic you get from search engines from non-branded keywords/search terms to increase brand awareness. Another objective is to then convert that traffic growth into leads (sample requests, registrations, enquiries, call backs etc) but lets focus on traffic growth for the time being.

Non-branded search phrases are queries which users enter into search engines without using your company name or product names/brands. If you want to know more about non-brand search optimisation then please do check out this MDiTV video.

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What Architects want when seeking sustainable product information – 3 must-haves for your website.

This is a guest post written by our close friends over at Competitive Advantage who recently completed some research to find out what types of information Architects are looking for when sourcing sustainable products:

Designing with Sustainable Products Research

The architect is probably the most important member of the design team, distilling the requirements and advice of the other members. Recently Competitive Advantage completed research called Designing with Sustainable Products, this looks into how Architects design non-residential sustainable buildings and the information they need from manufacturers.Read More

Webinar: What does a well optimised building product manufacturers website look like?

Over the last couple of weeks I’ve noticed quite a few construction and building product manufacturer websites being launched – without even the basic signs of any search engine optimisation. I’ve been trying to work out why that could be. Could it be that the marketer didn’t plan for SEO? Or does the marketer even know what SEO is, is more education required? Could it be that marketers or their agencies just simply don’t know what to look for even if they think their website has been optimised for search engines and people?Read More

It’s not about you…..part 2

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

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

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

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.

  1. It can improve the online REACH of your products (and consequently extend the knowledge of your brand and other products).
  2. It can help build confidence and trust in your prospects to ACT on your integrated marketing messages.
  3. It can encourage prospects to CONVERT into leads through permission-based* calls-to-action on your building product landing pages.
  4. 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

What if your key audience on Twitter use it the most after 7pm? Who’s at work at 7pm?

So you have identified the need for your company to be on Twitter and will be at an advantage over competitors if you jump onto Twitter before they do. Let’s assume you have done your homework and identified that there is a large audience, one which you want to communicate with, already on Twitter and seem to be quite active. Let’s also assume that you have taken the necessary steps to give the control of the corporate Twitter account to the right person within the business. We’re not talking about personal accounts or profiles here, we’re talking about company accounts and profiles.

Here’s the big one.

What if your key audience is most active on Twitter, and most likely to be responsive to your communication, after 7pm!Read More