I recently was involved in a LinkedIn discussion about the value of a website and how much budget should be allocated to a redesign. I asked what the objective of the website was and to which I got the reply ‘no objectives, it’s just a shop window to our business’. My answer was ‘then spend £0’.
A website for any building product manufacturer should never be considered as a shop window. This is the old 1990’s way of thinking about websites, the web has moved on since then and so should you if you still use this phrase. Read More
Spud the Dulux dog – An exhibitor who doesn’t have a follow up process…
It’s Ecobuild time again for all us construction marketing folks.
And for the sake of this post I will assume at this late stage, everyone exhibiting and visiting has a rock solid set of objectives and goals for this years Ecobuild.
From my own experience, most building product manufacturers will typically have three, now four (updated Nov 2013 and again in Feb 2015) key drivers for exhibiting. In no particular order:
- To show off new and existing product.
- To meet existing and prospective clients.
- Because the competition are there.
- Because they’ve always gone*
The months leading up to any large exhibition are generally more about project management than marketing.Read More
We kindly asked Stephen Hamil, Director of Design and Innovation at NBS/RIBA Insight to answer some questions which we had regarding BIM and getting started.
We’ve had lots of conversations with clients and prospects over the past 12 months and many are in the ‘wait and see’ boat and then there are some who are doing the hard work now to maybe reap the rewards later on when everyone will be playing catchup. Following on from our infographic on BIM Survey 2012 I thought it’d be good to get a quick low down on what manufacturers need to know about BIM and where to get started.
PC – If there was one message to manufacturers with respect to their BIM strategy what would it be?Read More
Many product manufacturers who will be involved in the Green Deal scheme will probably be ramping up their marketing activity to gain some attraction from all the talk about Green Deal.
One of the things which has interested me over the last 12 months is whether or not the interest levels in the Green Deal is growing (are people googling ‘green deal’) as awareness increases (or not as we found out recently) or if it’s flatlined throughout the last 12 months.Read More
If you are a product manufacturer then you’ll be targeting Architects and Contractors in the main and be marketing to them through a variety of campaigns and channels.
What I like to do for clients is to show them which specific Architects and Contractors they have increased awareness, engagement or even goals (registrations, downloads, sign ups, enquiries etc) by using Google Analytics:Read More
Google Analyics have just produced a very entertaining video to show what Google Analytics is like in real life.
The video is aimed at e-commerce businesses but there is no reason why this video also contains a message for us marketers in the construction specification market. Can the specifiers who visit your website find what they want? What are they searching for when they hit your site?Read More
A few weeks back I discovered SpecifiedBy via LinkedIn Groups, a digital file sharing platform for building product manufacturers. I approached the founder of the platform, Darren Lester to see if he would be up for explaining what SpecifiedBy is and who its for.
We know our readers are predominantly marketers from building product manufacturers and therefore felt this would be useful for our readers. If you would like to be part of the BETA testing team of SpecifiedBy platform then please email them here. You will also receive a 12 month FREE subscription to the platform for doing so.
Firstly thank you to everyone who joined the webinar today on ‘What good SEO looks like on a website’. I hope it was useful and allowed you to assess your own sites and see if it included the basic elements of good search optimisation.
Below are 3 bits of material, firstly, the video recording and secondly the slides from the webinar – if you would like to download the powerpoint file then please click on the small link below the slideshare presentation below.
Finally, right at the end we have a bonus PDF checklist which you can download and go through your site to do your own assessment. It also includes links to some other useful resources which I’ve mentioned in the webinar. Check it out!Read More
One of the key objectives of any search engine optimisation strategy is to increase the amount of traffic you get from search engines from non-branded keywords/search terms to increase brand awareness. Another objective is to then convert that traffic growth into leads (sample requests, registrations, enquiries, call backs etc) but lets focus on traffic growth for the time being.
Non-branded search phrases are queries which users enter into search engines without using your company name or product names/brands. If you want to know more about non-brand search optimisation then please do check out this MDiTV video.
This is a guest post written by our close friends over at Competitive Advantage who recently completed some research to find out what types of information Architects are looking for when sourcing sustainable products:
Designing with Sustainable Products Research
The architect is probably the most important member of the design team, distilling the requirements and advice of the other members. Recently Competitive Advantage completed research called Designing with Sustainable Products, this looks into how Architects design non-residential sustainable buildings and the information they need from manufacturers.Read More