Posts Categorized: Digital Marketing

Ideas, hints and tips for your Ecobuild 2012 marketing plan

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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?

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How to make the most of your digital marketing at Ecobuild 2012

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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.

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Digital marketing seminars and workshops for building product manufacturers

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Last year we held two very successful digital marketing events in London and Manchester with delegates from all over the construction industry. Due to the popularity of the events, we are running a series of digital marketing seminars and workshops throughout this new year, targeted at business owners and marketers from building product manufacturers. The full day seminars will be held in London and Manchester while the more intensive and hands-on half day workshops will take place at our office in Milton Keynes.

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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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Fresh Thinking: Data drives effective mobile marketing strategies

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On Tuesday I attended the second Fresh Thinking session hosted by Jobsite in London. The first one featured Scott Stratton and Amanda Hite talking about social media and its impact on businesses. This time round, Tomi Ahonen and Tony Fisher spoke about the topic of the day, which was mobile. It’s the widest reaching technology today with over 5.8 billion active mobile users expected by the end of 2011. How has it changed the way people and businesses communicate? What digital footprints (identities) are we leaving behind and what do we do about the growing privacy concerns? Essentially, I came to find out what place mobile has within construction marketing plans and how it can be used to add value to our customers and clients.

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Internet World 2011 – Summary of the Social Media Seminars

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Yesterday I took a trip to Internet World at Earl’s Court in London. It’s a leading digital marketing and social media event with hundreds of companies exhibiting their latest products and software solutions. Thousands of visitors attend the 3 day event to learn about the latest developments in social media strategy, ecommerce, online marketing, content management and analytics, amongst many others.There were some speakers from the big names in the industry such as Google, Facebook, Ogilvy and E-bay but you had to pay to attend most of those.

I chose to go for the cheap route and queue up for the free seminars that were available in the different seminar theatres. The main ones I was interested in was ‘The Future of Social Media‘, ‘Digital & Mobile Marketing‘ and ‘Content Management‘. There were a wide range of topics and sometimes it was difficult to chose which ones to go to. However, the fact that you had to queue for about 20 minutes to get into every seminar meant that the day passed pretty quickly without being able to attend as many sessions as I would have liked. Read More

5 Ways to Increase your Online Lead Generation

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First and foremost let’s get the definitions out of the way. What exactly is a lead you say? Well, a lead is simply a company or group of companies that you have identified as expressing some kind of interest in your products and/or services.  Lead generation is the marketing term for the process of creating and generating the interest of potential prospects. It occurs when a visitor to your site (or other company touchpoints) takes action and makes additional contact with your company.  There are several ways to increase lead generation and the main 5 will be discussed in further detail in this post. The purpose is to offer your target audience a wealth of relevant information that will shorten their buying cycle and convert targeted traffic into ‘hot’ prospects. This can be done through establishing your business and your team members as thought leaders in your industry.

*** If you are a construction product manufacturer that has all the necessary (and more) product information on your website, including online applications such as product selectors, pricing guides, downloadable brochures or product specification datasheets, you are making an architects’ or specifiers’ product selection that much easier. Good, relevant technical information creates loyalty amongst those who specify products or require assistance from those who manufacture products.

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5 Construction Marketing Trends for 2011

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We have compiled a list of 5 digital marketing trends that we think will affect the construction industry this year. Before adapting any of these strategies, look over your company objectives to determine whether it will work for you and your business. Always have your goals in mind and don’t rush into anything without taking a step back and asking ‘what is my target audience looking for and how will this benefit them?’

1. Social Media Marketing

In 2010 social media exploded onto the marketing scene and several savvy construction companies jumped on board. Now in 2011, social media marketing will evolve from experimental campaigns ‘testing the waters’, to becoming an essential part of integrated marketing campaigns. Social media does not simplify a marketer’s job because, like traditional tools, it still requires investment, attention and innovation to keep prospects interested. But its greatest strength is the ability to reinforce and humanise brands by energising advocates to talk about the company. It helps  foster meaningful relationships with potential clients through online conversations and sharing of industry knowledge.

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Wrapping up a busy 2010 for construction marketing

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As the saying goes “Hasn’t this year just flown by?”

Indeed it has and what a year it has been too. 2010 has seen the rise of social media and how construction companies, large and small, look to embrace social platforms for pushing out content and increasing networking opportunities. Interesting discussions have taken place regarding the uses of social media within the industry and whether any form of ROI can be calculated. It seems as though many companies and marketers are still trying to work out how it can be used to assist with their business objectives and goals.

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