Forget Predictions, What Will You Do Differently in
Updated Jan 2015
It’s still true that the majority of generic B2B marketing predictions mean very little to the modern construction marketing professional.
Whether its building products, materials, contractors or professional services within construction generally, the route to market is typically protracted and complicated.
Let’s be kind to ourselves again this year.
So I am two months in and my first task of finding out our Net Promoter Score [NPS] is complete.
My name is Steph and I am the newest recruit to the Pauley Creative team. My role within Pauley creative is Accounts Manager, it is my job to ensure all our customers are happy and to make sure the level of service we provide is the best it can be. So finding out our NPS was a good starting point.Read More
If you’ve logged into Google Analytics this morning you’ll no doubt be seeing the new reports on the left hand side: Acquisition and Behaviour.
Acquisition section replaces the Traffic Sources section along with two new additional reports – Overview and Channels reports.
The Behaviour section replaces the Content section but still contains the same reports as before.Read More
Updated Sept 2016
Is your marketing strategy for the year ahead in hand?
Are you ready to hit the ground running?
Are your monitoring tools, marketing measures and tactical approaches (PPC, SEO, CRM, lead generation, content plan, automation etc) agreed for the coming year?
As James Cameron (Film Director – Google him) once said;
Hope is not a strategy. Luck is not a factor. Fear is not an option.
If the last week or three are a barometer for the coming few months, it seems this year more than previous years, is going to the busiest ever for Pauley Creative and it’s clients.
Understanding what worked this year, what needs improving and what needs killing stone dead will be an essential foundation for building the next years plan…
I’m like a sponge to information that is relevant to me, but…
If I don’t learn something relevant immediately, like in the title, or at least on the first page, books tend to get binned.
Other stuff gets done. I’m a pragmatist, that’s just the way it is.
In fact, I’ll only actually read an entire book if it is so unmissable, so relevant, so enthralling that I’m hooked from the word go. Maybe you’re the same?Read More
First things first, read this quote 3 times before reading the rest of this post:
“The only sustainable competitive advantage you have over your competitors is the ability to learn faster than them and act on it”
Now that you have this drilled into your head, think about how your business is currently going about its marketing. Are you learning faster than your competitors?Read More
There is something about the way the construction industry buys marketing services and the way some ‘full service’ or traditional agencies sell their services that has an ever-decreasing-circles feel about it.
Einstein is often credited to have said that the definition of insanity is; Doing the same thing and expecting different results.
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
Over the last 12 – 18 months or so Google has introduced a number of major updates/rollouts to its algorithm all of which are to bring better quality results to its users. By doing so it has to down rank, sometimes eliminate, some sites from its index which are deemed as spammy, contain low quality content or just simply sites which contain content available elsewhere (duplicated content). One of the biggest updates caused sites to be penalised because of unnatural link profiles – if you have been caught with an unnatural link profile then your webmaster (who ever looks after your website) should have received a notification from Google regarding this and that action is required.Read More
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