Posts Categorized: Marketing Strategy

Using LinkedIn as a Relationship Marketing tool

LinkedIn boasts the largest network of professionals on the Internet, with over 70 million members from 200 countries and representing 170 industries. What makes it unique is its focus on ‘networking’ rather than ‘socialising’. This crucial point makes it a key business tool for any industry but specifically the construction industry. Where else can you get unlimited access to so many potential clients, product manufacturers, industry opinion leaders, architects, contractors, fellow marketing professionals and even your competitors? If you are still not convinced, here is a brilliant infographic, designed by Hubspot, which illustrates some surprising statistics about LinkedIn and the way it is used.

LinkedIn Statistics

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What makes a blog successful?

Many of you have already started a personal or business blog, and there will be some of you who are contemplating starting a blog in the hope of driving additional traffic to your website. If you are in the ‘contemplating’ category then I suggest you probably need to start pretty soon.

The content you write is visible for all on the web and particularly those who are searching to find the answers to their issues, problems and questions. Search engines love blogs too. This is because, unlike your website, the content within your blog is always changing depending on your posting frequency.Read More

Wrapping up a busy 2010 for construction marketing

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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The construction industry is gradually embracing digital communication strategies and tactics

Last week Pritesh and I attended the 2010 CIMCIG conference held in London. The event was full of marketing professionals and construction industry experts. It offered a great networking opportunity and the chance to meet influential people with whom we had been talking to on social media sites such as Twitter and LinkedIn.

A major sign that the industry has come a long way is the fact that the #cimcig10 hashtag on Twitter was more popular that day than news about Gillian McKeith in the jungle. On average there were about 10 individuals tweeting live throughout the event (including us), thereby giving professionals, who were not able to attend the event, exclusive up-to-date insight into the topics being discussed. The overall reach accomplished by the #cimcig10 hashtag was over 54 000 people which is phenomenal and would have been very difficult to achieve without social media.

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Building loyalty and reducing one night stands

We’ve spent a lot of time over the last few years re-analysing clients’ web data and measuring the performance of their website(s) against their competitors, business objectives and plans set out for the forth coming year in preparation for the next. Mining through the data to find the insights which will enable me to answer real business questions such as:

  • “Is my website attracting quality traffic?”
  • “Are visitors, and in particular Architects, engaging with my website?”
  • “How many visitors entered my website via my key product pages?”
  • “Is my website converting traffic into leads?”
  • “Which sources are performing the best in attracting traffic and then converting?”
  • “Why do people leave the site from the homepage?”
  • “Which search terms are performing the best against their rankings in Google?” (Hint: Ranking first in Google does not always produce results)

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Integrating your online and offline construction marketing strategies

The new year is quickly approaching and many businesses have already planned their 2011 marketing strategies. However, for those who haven’t yet, this post provides useful tips and guidelines for integrating your online and offline marketing activities to ensure maximum impact and effectiveness. Some companies in the construction industry still keep their offline and online marketing activities separate, leading to confused messages, inconsistency and wasted budgets.Read More

14 Things to Consider for the Perfect Construction Website Home Page

The home page of any website should be a sign post. It should be built to move your audience on.

You don’t want your audience on the home page, there is nothing of depth there.

The quest for quick targeted knowledge means the more focused, more relevant, faster loading pages will start ranking higher in the search engines.

If your home page is the only page your construction company is being found for in Google then you have a big problem…

This post is about how to leverage the popularity of your home page to get visitors to where they need to get to quickly and with minimum effort.

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Random acts of Marketing

Had a great meeting with a clever guy (nearly five years ago now) who unprompted, confessed to implementing ‘Random acts of Marketing’.

It made me wonder how many agency and client-side senior managers and marketing managers within the construction industry are actually brave enough to step forward and say;

“Yep, that was random. That was probably a complete waste of time and money. Truth is I don’t know”

I know I’ve been prone to a few random acts over the years*

Post updated – October 2014

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