Posts Categorized: Marketing Strategy

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

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 type of Architect are you marketing to? Part 3 of 3

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

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What type of Architect are you marketing to? Part 2 of 3

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

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What is greenwash and why will it affect your construction business?

Post updated in November 2015.

Since this post was first written in 2012, CAPS [the Committee of Advertising Practice] have published new information on ‘Green claims in Advertising‘ which is well worth getting familiar with.

The UK market place is now flooded with products and services shouting about their ‘green’ credentials. There are now over 73% more ‘green’ marketed products in the UK market place today, than at the end of 2009.Read More

Marketing implications of Google’s latest feature ‘search, plus your world’

Last week Google launched their latest feature called ‘search, plus your world’ or search+ for short. This change sees a deeper integration of Google search with its social network Google+, thereby turning search into a more social experience. They want to improve the search experience by making results more relevant and personal to users when they are signed into their Google.com accounts. Read More

Measure what matters with Google Analytics

In this digital world we are overwhelmed with large amounts of data, some of it useful and some not so much. The big problem with data is that many people do not know what to look for. Insights can only be developed when data is properly analysed against business goals and objectives. Why are you wasting time looking at reports if you have nothing to compare them to or benchmark them against? How will you know if you are succeeding? Reporting just website views or page clicks doesn’t tell you anything about how it’s helping to grow the business and increase profits. Marketers need to work harder at reporting outcomes not just observations.Read More

Don’t blame the technology: Social media marketing requires a solid strategy

Some construction professionals still view social media as a waste of time and cannot see the benefits it can have to their business. Sure, social media takes up a significant amount of time and effort but what marketing doesn’t? How much time do you spend in meetings discussing how to raise your brand awareness, how to plan and execute the next product launch, where to place your next ad and how much of your budget will be allocated to all these different activities? Hours? Days? Even weeks?!

Social media is simply another channel that can help communicate, listen, engage, react and educate your target audience. Time is only wasted on social media if you have not developed a solid social media strategy and set clear objectives. If you are scared your employees will waste time online instead of using it to productively grow your online community and build up your reputation – then do not blame the technology, blame the internal education and culture. Inspired and motivated employees will gladly take up the job to use social media to promote and strengthen your brand online. This quote from Mitch Joel explains the point I am making:

“We’re always quick to blame the technology and not the people. I always argue that those who are not wasting their time on YouTube (because a company has blocked it) have probably figured out something else to do to waste their time (hint: they’re not happy and energized to be doing their jobs … it’s not YouTube).”

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