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
So, we’re only a few days away until the EU Cookie Law deadline is with us and Pauley Creative have taken the first step in working towards complying with the law. With all the consultations, seminars, papers and posts already written on the subject we thought that by making a small step forward it is better than taking no step at all. In my opinion the majority of marketers, web masters and business owners have adopted a ‘wait and see what others do’ approach. Only yesterday we heard that the ICO will be sending letters to the top 50 website owners but did not state which 50 websites they were but site traffic was one of the criteria.Read More
In this episode of MDi TV we take a look at some important things to consider prior to developing an email marketing plan or campaign. Email is an area which many construction marketers look to increase the use of and by doing so end up just increasing the volume rather than increasing the quality of the database which is being targeted. Some key areas include segmentation and list management, by doing this you will see an increase in performance and effectiveness rather than a one message fits all approach through to considering what device the email will be read on. If it is a mobile device then think about what the landing page or website looks like on a mobile device one the recipient has clicked through from the email itself.Read More
As the sun sets on Ecobuild for yet another year we can only now take a look at some of the good uses of digital marketing and new technologies we spotted during our visit to the 3 day show. It was good to see an increase in the number of stands displaying some sort of online social element be it Twitter, Facebook or LinkedIn and testing new ways of getting people online or interacting through the use of QR Codes whilst at the show. We also noticed an increase in the number of exhibitors using iPads and mobile devices on stands which I can only assume was either a tactic to keep people on the stand or be able to show visitors the other ranges of products which were not on display. We did spot a dozen or so stands with QR codes but only a few codes we scanned led to a mobile friendly website which still backs up my theory that marketers are still only thinking about the first hurdle, not the next which what the website will look like on a mobile device and whether or not the viewer will be able to perform the actions you want them to take.Read More
Ecobuild is over for yet another year and as many of you know we set out to find the best uses of digital marketing before, and during, the show. We had a number of exhibitors enter our #digibuild award and were very impressed with what we saw in the run up to Ecobuild as well as what went on at the show. The winner faced some tough competition from runners up Alumasc and Jewson,who also did a brilliant job.
And the winner is …
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
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
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
We have taken the Ecobuild award criteria and expanded on some of the points to give you an insight into how we’ll be evaluating use of integrated digital marketing at the show.
Strength and breadth of digital marketing used in the approach to the show
- How many social/digital channels are being used to promote your presence at the event?
- Is the messaging consistent and regular?
- Does your website support your Ecobuild campaign eg. do you have a separate landing page or area that you’re directing specific Ecobuild traffic to?
Finalised your marketing for Ecobuild yet? Have you considered how you’ll maximise your presence at the show, collect qualified business leads, and measure your activities afterwards? We’re aware of just how frantic and fretful the approach to a big show can be, and often planning marketing activities at the show takes a back burner.
Below are a few straightforward ways you can make better use of your digital marketing toolkit at Ecobuild. If you would also like to enter our ‘best use of digital marketing award‘ then tweet @PauleyCreative with the hashtag #digibuild. For more information on the award criteria please see our award blog post.
Don’t worry we’re not going to bamboozle you with weird or wonderful technologies – hopefully these are all mediums you’ll be familiar with, if not engaging in already; we’re simply hoping to make your digital marketing tactics work harder for your business objectives.