Let’s say you’re at the start of your journey when it comes to content creation and you’re wondering where to begin.
There are many social media tips, tricks and tactics to ensure your content gets shared and eventually goes ‘viral’. Through producing content for social media, its ultimately every businesses goal for that content to be seen by as many people as possible.
Other than paying for exposure through paid ads or magazine and directories, the only other way your content will get shared is if it’s great.
What one person might perceive as great might be boring and un-engaging to another. This is why we’re going to take a deeper look into the reasons behind why people share content.
Over the last few years sales enablement as a business buzzword has taken off. We take a deeper dive into the definition, whether it's here to stay and what it means for your business.
Building product companies with sales enablement in place have benefited from higher win rates, larger deal sizes and faster sales cycles. In an environment where project delays can be inevitable, organisations with sales enablement in place have a much more predictable sales cycle.
When it comes to using social media for construction marketing there are few tips on how to ensure you're doing it right.
Social media is not a phase, it's here to stay so make sure you know how to get the most out of it with these marketing strategies for building product companies.
Would you like to learn more about content creation and how it relates to your building products brand?
Read on to find out:
- The fundamentals of content creation for your building products brand
- The different types of content creation you could (and should) be making
- Which agricultural and construction brand paved the way for content marketing back in the 1800s
While getting inbound leads through your website might be the easy part, assessing whether they are ready for a sales conversation can be trickier.
Mastering this will help you waste less time with poor fit prospects or annoying those who are not yet sales ready.
Before beginning this process, it is important to recognise the stages of your customer journey. This will help with identifying prospects who are ready to buy and those who may need more help or nurturing.
Once you’ve identified a number of good fit leads, you can begin the sales qualification process by taking a look at your prospect’s level of engagement with your website and marketing content.
In an unusual move for Google, the officially announced an impending algorithm update this week. Google described it as the June 2019 core update.
The update began rolling out on the Monday 3rd June, impacting Google search ranking and listings positively and negatively across the globe.
Do you want your building products brand to stand out online? Do you want your company to be a household name? Read on to find out what brand awareness is and how important it is to develop effective brand awareness for your building products and materials.
In the building product and construction industry, there are a number of factors that can disrupt the sales process. Losing out on specification to a competitor, projects being delayed and legislation changes.
A shorter sales cycle can free up time to generate additional leads. Ultimately improving your sales pipeline and helping you achieve your targets.
When you’ve got more deals progressing through your pipeline, the sales cycle will feel shorter. Done well, it can also become your competitive advantage.
Here are five effective techniques to speed up your sales cycle.
Lead nurturing is the purposeful process of engaging a defined target group by providing relevant information at each stage of the buyer's journey. It focuses on marketing and communication efforts to listen to prospects, and provide valuable information and answers.
Effectively you’re guiding prospects to eventually purchase from you, but in a way that is helpful and not sales driven. The more a lead is nurtured, the more knowledgeable they become about your specific product.
This ultimately creates a more qualified lead, ensuring the sales team only get involved when the lead is ready to purchase.
For marketers Google Analytics can provide a wealth of information about your website and audience. Sometimes it’s easy to get caught up in the day to day marketing activities and gloss-over warning signs.
We’ve highlighted 3 red flags you should be looking for in your Google Analytics data. We also reveal how you can combine it with dynamic heatmaps and visitor recordings to increase the number of leads from your website.
Social media is an ever-changing platform that continues to create new ways to engage with our customers effectively. On average we spend 2 hours 22 minutes on social media platforms a day.
This can't be ignored, so make sure your content stands out, grabs peoples attention and makes an impact. With so much time spent on social media, our attention span is decreasing. This makes it an even bigger challenge so we've got 4 social media techniques that are dominating in 2019.
When it comes to re-designing your website, traditionally it’s a long process and it can be 6-12 months before results are delivered. Growth Driven Design is a methodology that takes a systematic approach to optimising your website in a much shorter time period.
It’s about learning what is working and what isn’t based on user data from the outset. In the GDD process you can then assess what changes will have the best impact on increasing visitors, leads and sales.
Growth Driven Design rethinks the traditional website design cycle of changing your site every 2-3 years. Instead, it focuses on learning and improving based on user feedback and behaviour in incremental design sprints.
With an estimated 39% of sales people missing their targets every month, any tool that you can use to help your team succeed has to be seriously considered.
One key problem that many sales teams has is getting access to key information and knowing how they are doing hour by hour, day by day.
Using ‘live’ reporting on dashboards can fix this, increasing competition amongst the sales team, improving focus and raising team morale - all leading to an increase in sales. Learn more here.
According to research by HubSpot the top sales priorities in businesses are closing more deals, improving sales funnel efficiency and improving sales technology. In a study by LinkedIn, 82% of top sales people cite tools ‘critical’ to their ability to close deals.
With so many tools on offer, it can be difficult to decide on what is best for you and your team. We thought we’d tackle those top priorities by listing some of our favourite tools.
Include are tools for prospecting, sales intelligence, lead capture, video and more. Each are listed with a free trial so you can decide what works best for you.
You may be in a position where you want more leads from your website or the amount of leads you've been receiving have slowly dropped off. No matter what your marketing strategy is, your website is always used as a reference point.
Many building product websites come across as brochures rather than lead generation sites. Although it's a good idea to have product information on your website, it's wise to structure and segment it to make it easier to understand.
When people visit your website they will be at different stages of the buyers journey, your content needs to be appropriate for all 3 stages - awareness, consideration and the decision stage.
Ad blocking isn’t a new concept but is increasingly growing in popularity. People are becoming more aware of how cookies and websites track what they look at and how adverts are targeted to them.
Ad blocking software’s and internet extensions prevent adverts from being served. Whilst most internet users are fine with this, many advertisers and publishers are not.
Hiring a marketing agency can help take your company to the next level. You get to work with top strategic and creative talent without the huge overhead, training and recruitment costs. There’s no shortage of digital marketing agencies, so how do you go about choosing an agency that best suits your needs?
There are plenty of good articles with questions to ask your prospective agency but rather than getting concerned with the small details, I want to give you the questions to:
PPC (Pay-per-click) is an advertising model that allows building product companies to have their company appear both above and below the organic search engine results. You’ll pay the search engine every time somebody clicks on your ad regardless of how many times its shown.
Rarely do we speak to a building product company that hasn’t tried paid advertising at some point in their marketing strategy. Do we blame them? Not at all, testing different marketing strategies to find out what works best for your company is part of growing a business. That said, there is a point at which too much paid advertising becomes a problem.
Sometimes when creating content, you can get carried away with so much detail that you end up with a chunk of text that looks blocky and unappealing.
Below are 7 different types of visuals you can use to make your blogs more alluring to the eye, ensuring people stay on your page and take something in even if they're quickly scanning over it.
We want to help you get the data & facts to showcase the ROI of your construction marketing efforts. In this blog we talk about the problems marketers face and how they can be solved.
Next time it comes to asking for headcount or budget you’ll have the data and facts to showcase marketing as a direct driver to revenue.
Building product companies are putting a lot of time and effort into their marketing strategies to support brand awareness, customer satisfaction and their sales team.
How can you be sure your campaign collateral, social media posts and blogs are making an impact with specifiers, architects and contractors and growing your business?
Most websites have a FAQ page somewhere on their website but they’re not always optimised for search engines. You may not even need a FAQ section but its become a page that is seen as important as ‘About Us’ and ‘Contact Us' pages.
David Hamill advises that if your FAQ page is answering questions that the rest of the website should answer, then you have a problem with your site content.
Some people overlook the potential and the opportunity FAQ pages offer, with many including questions that are very samey and repetitive, providing answers that come across as patronising.
A lot of time, effort and money is spent on marketing and advertising each year for building product companies, through trade magazines, building product directories, online marketing, emails, tradeshows or a combination of these. Often, they all point back to one place… your website.
Taking a mystery shopper approach, in our The State of Building Product Digital Marketing 2019 Report, we discovered that 80% of building product companies didn't respond to a product enquiry through their website in any way. Of the 20% that did, only 6% answered the phone to enquire about our requirements and offer additional help.
From our conversations across the construction industry, it’s clear that building product Sales Leaders view content marketing with suspicion, feeling it could hinder their chances of getting in front of prospects and customers.
Once we explain the benefits to them and their teams of a well executed inbound marketing strategy, they soon understand the potential to help them improve lead generation and lead quality.
Making their sales team busier, more respected in their sector and getting them in front of more influential decision makers and specifiers.
Read on, to find out how we explain the key benefits to sales of inbound and content marketing.
Part 1 discussed how important creating content for your specific audience is and platforms in which you can not only create awareness of your brand but also understand pain points within the sector.
Part 2 focuses on social media, engaging with your audience, influencers, paid ads and getting a professional to create your content for you.
Many of these promotional strategies overlap and interlink so try and do them together rather than picking one and focusing on one thing.
Content marketing is increasingly becoming a successful method of digital marketing as it allows you to represent yourself as the experts within your specific sector. Meaning leads come to you more educated about your product.
Writing great content is a huge part of content marketing but there are also a number of strategies to help increase and grow your audience. Part 1 includes how forums, guest posting, re-purposing old content and segmenting your audience can increase your audience reach.
Print advertising has been around since earlier than the 17th century. It’s a very traditional method of advertising, but is it still the most effective way to reach your audience?
As the digital age continues to present us with online marketing tools, does print still have a place in our marketing strategy or should we we be discarding it all together.
Digital tools allow us to see who viewed content, what platform they came through, what device they are using, how many pages they viewed, how long they viewed those pages and even live recordings how they move around the website.
You can’t get this data from print advertising.
An architect likes the look of your building product. In fact, it has the potential to offer the ideal solution for the architect’s project. They just need to check the product specifications on your website.
But these haven’t been included in the product information.
The architect has no way of knowing whether your building product is right after all. The architect could find your contact information and get in touch to clarify the details.
Or they could Google your competitor. The latter takes a fraction of the time.
Product directories are used and trusted by thousands of specifiers, clients and installers. They are widely used to access information about building products and generate high levels online traffic.
Their aim and purpose is to provide specifiers, architects and consultants with comprehensive, up to date information, inspiration and the latest news on product and technology innovation.
Discover how to get the most out these valuable resources to create awareness for your brand, increase specification, improve your organic rankings on Google and generate new sales leads.
Architects, specifiers and contractors are all comfortable using live chat. The immediate response allows for a better customer experience, an increase in conversions and for the building product industry especially - a competitive advantage to those who use it.
The technology isn’t particularly new, it’s been around for the last 10 years. You may have seen live chat while you’ve been shopping online or talking to your bank. We found that 94% of building product companies didn’t have it on there website. If you’re part of that percentage, don’t worry – it’s fairly straightforward to setup.
By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017.
For building product sales teams, it allows those with complex, bespoke and difficult to explain products to deliver their message to potential customers.
It will also save your company time. Every 10 seconds of video you record is equivalent to 81 seconds of typing.
It doesn’t have to be expensive, it can be a screen-recording of you explaining your technical drawing to your customer or perhaps a smartphone recording answering a question they have about your product. At Insynth, we use video because sometimes it’s quicker and more personal than typing an email.
Yesterday, Insynth presented on how digital marketing is changing the way that specifiers and buyer engage with building product brands, and how you should adapt your marketing plans to keep up to date with these changes.
Old fashioned traditional ways of reaching your audience such as cold calling, trade shows and brought contact lists are all suffering.
This blog summaries the struggles and challenges that building products companies face and how you can approach them. We’ve also included our presentation from the day for you to view.
Did you know 92% of B2B buyers are more likely to purchase after reading a trusted review?
Google doesn’t read images, search engines only read text, so if your image is named ‘DSC_006’ then it’ll never be found.
You might not think that the name of your image matters, but a third of all searches performed on Google are for images.
That’s a third of the traffic you’re missing out on just because your image isn’t named correctly for Google to find it.
Read on to find out more…
Blogging is not a new way of marketing but has improved and continues to change as technology progresses, for instance many now include videos.
Websites have become an essential platform for all businesses, whilst a blog is increasingly being recognised as a must-have on your website.
There are a number of reasons why having a blog is vital, one being when people visit your site they can see you are active, another is to implement SEO and rank higher on Google for your specific audience.
To generate website traffic, you need people to visit your site. To get them to come, you need to understand what they’re looking for, what phrases they’re using and what type of content would best fit their needs.
Fundamentally, a keyword strategy is needed in any successful building product company's content marketing plan. Let’s explore what keyword strategy is and how it complements keyword research.
Secure Socket Layer can be shortened to SSL.
When a web browser contacts your secured website, the SSL certificate enables an encrypted connection. It’s kind of like sealing a letter in an envelope before sending it through the mail.
Without SSL encryption any computer could intercept the transmission from your browser to the server.
This includes the transmission of credit card numbers, usernames and passwords, and other sensitive information.
29% of Building Product websites were not secured with an SSL certificate – (The State of Building Product Digital Marketing, 2019)
Fear is one of the most common reasons people procrastinate on taking action towards their goals. Psychologists like to say that fear means False, Experiences, Appearing, Real. We want to provide you with actionable steps to help you in the process of overcoming your fear of cold calling.
A recent report from chiefmartec.com found that there was a 27% increase in the number of marketing technology solutions available in 2018.
While the fear is that the increasing use of technology in sales and marketing will depersonalise the customer experience, the reverse is actually true if these systems and techniques are used correctly.
So, how can technology be utilised to give you more time with customers and improve their experience with your brand?
I jumped into 8 weeks of sales training with Mr Dan Tyre, HubSpot’s first sales executive of the now multi-billion-pound company, serial investor and co-author the ‘Inbound Organization’. If anyone was going to dispel the common preconception that top salespeople are born with certain personality traits and sales can’t be taught – this was the right person for the job.
All to often we could do with some help in getting out sales and marketing strategies right, or just improving them a little.
So, we thought it would be helpful to provide a library of useful guides, reports, cheat sheets and our research for you to access whenever you need it.
Part one discovered the importance of strong storytelling, communication and how a good online presence is imperative for the building materials sector.
Content marketing consists of a variety of methods to ensure you’re attracting prospective clients, combining these tips should represent your company as the thought leader in your specific sector.
Using content marketing for your building products brand is about educating your prospects so they can make informed decisions, rather than directly selling. The correct use of content marketing will position your company as an expert in your sector, building awareness for your business.
Building product companies can begin to implement content marketing with the following marketing tips.
In part two 5 more essential tips for successful content marketing are revealed and how they apply to the building products sector.
Case studies create credibility for your business, providing specifiers with social proof that your solution is a good fit for their current or next project. Think of a case study as an expansion of a testimonial.
But, with only 46% of building product websites including case studies, it is evident that they are under utilised.
With digital and smart technologies changing that we live our lives, the construction industry is set to experience some swift changes in order to adapt to the way that buyers are now researching and making purchase decisions.
To keep up with the trends set to sweep the building products industry, your construction marketing strategy should encompass several key elements that are changing the way that prospects are converted into customers.
Read on to find out more...
The building products industry is renowned for being traditional when it comes to marketing and not getting on board with new technologies. This makes it ideal for you to get ahead of the curve and start implicating these tools today.
A well performing marketing stack will improve communication, efficiency, productivity and increase the knowledge you have on your customers. Allowing you to target and nurture your leads with the right content at the right time, ensuring you are providing the best service in your sector.
Insynth have been running a blog series on the upcoming SEO trends of 2019 that your construction marketing team need to embrace in order to succeed in the Google rankings.
In this final instalment, we’ll be exploring image search. This developing search method allows users to carry out organic search using there camera.
For SEO professionals in the building products sector, this is a game changer for how you’ll carry out your construction marketing strategies.
Read on to find out more…
In this 3 part series on the upcoming SEO trends that you need to know in 2019, we’re looking at the most important factors that you need to consider when applying your SEO strategy for construction marketing.
In this second instalment, we’ll be exploring how you can leverage your SEO strategy to showcase your building product’s company
Read on to find out more…
The new year is now well underway. For many SEO professionals in the construction marketing industry this is the time to start looking forward to the upcoming trends for 2019 and leverage the latest techniques to dominate in the SERPs.
It’s a well-known fact that search engines are getting more intelligent every day. If you want your building products company to achieve top rankings in 2019, you need to be ready for the latest SEO trends and developments that are coming up.
Read on to find out more…
It’s 2019! Time to start looking forward to how you will promote, network and connect your building products company to drive growth and success in the new year.
Throughout 2019, there are a number of trade shows for the building product’s sector across the UK. Here at Insynth, we have complied a list of the shows that you can’t afford to miss if you want to launch your building products company to the next level!
Read on to find out more!
It’s a new year! It’s time to take a step back, review how the last year has gone for your building products company and begin to put together your new goals for your team to strive towards.
Choosing the right marketing goals for your business ensures that your teams are working towards achievable, realistic targets that will help drive growth for the company as a whole.
Insynth have been blogging about some of the best construction marketing goals that you can you include in your strategy for 2019 and how they can help you to grow and thrive in the new year!
Read on to find out more…
The Insynth team love to attend digital marketing events. We’re lucky enough to attend quite a few over the year, even heading out to the States to pick up on the latest insights into how to improve construction marketing in the UK.
It’s the best way to stay ahead in the ever-changing marketing industry. We meet with fellow industry professionals, share our knowledge and get inspired by exciting new ideas.
We’ve created a list of marketing conferences that focus on a wide range of topics from SEO, to social media to content marketing and everything in-between. Maybe have a chat with your boss, convince them to let you go, and we might see you at one of these events this year.
We’ve also managed to bag you a few discount codes to tempt you!
As America is bigger, it’s only natural that they are the first to start some trends and take on new technology. An advantage to us is they can test out these trends to find out which ones work better than others.
We can then implement the successful trends into our marketing strategy. It’s equally important to be aware of what may be about to take off and get ahead of your competitors.
Whether you’re a manager handling an exceptional sales team, an executive looking after a whole sales organisation or a sales rep looking to hit your numbers, 2019 is a fresh start. However, it may not be wise to leave 2018 completely behind you.
The building products industry has a reputation of being very traditional in its marketing approach and relativity cautious about adopting new technology.
This presents an opportunity for more adventurous brands to seize the intuitive and steal the march on their competitors by taking advantage of latest tech to help them better engage with the market.
Listed below are 9 trends and new technologies which you could take advantage of in 2019 to grow your business.
In 2018, Insynth were blogging extensively to promote content marketing for construction and how inbound marketing can benefit the building products sector.
We’re kicking off 2019 with a reflection of last year’s blog posts and revisiting the most successful pieces we produced.
In total we wrote 146 blog posts- averaging 3 every week-, generating huge volumes of traffic to our site. We thought it was be a great start to 2019 if we shared our top 7 blog posts with our readers!
Read on to find out more!
Building product companies are continuing to see positive results from content marketing. To meet demand for their inbound marketing services, Insynth’s team has expanded with the introduction of a new Digital Content Marketer.
As the only HubSpot certified agency to major on construction marketing, Insynth is leading the way with the latest inbound marketing techniques.
Read on to find out who’s joined the team…
Welcome to 2019! Happy new year from everybody here at Insynth!
With the new year upon us, it’s time to start thinking about what your construction marketing objectives will be in 2019. Do you want to see growth? More leads?
Whatever your goals for 2019, it’s vital that you identify the right objectives for your business that are realistic and deliverable, maybe even beatable, to give your building products company the best chance of success this year!
Read on to find out more…
In construction marketing, images are an effective way to communicate your message to your audience. Not only do they help the audience to understand your content better, they are more appealing and easier to read than large chunks of text.
Images are used in every aspect of content marketing for construction; this can be blog posts, eBooks, web copy or social media posts.
Insynth have been blogging about the top 5 things you should remember when using images in your construction marketing.
Read on to find out more…
It’s late, you’ve run out of teabags and the in-laws are coming in the morning. The shops are shut for the night and you have a million things to do tomorrow before the family arrive.
No problem! Just shout “Alexa, order me a packet of tea bags” safe in the knowledge that by the time you mother in law pulls up outside your tea caddy will be freshly filled and you won’t have had to brave the supermarket to achieve that.
Now imagine you want to move to a new house and you can’t find quite what you’re looking for on the market. Why can’t you just ask Alexa to build you a house?
Well, with Amazon Fund making a move on the construction industry you may soon be able to do just that. Read on to find out more…
One of the biggest frustrations that senior commercial and financial teams have with marketing is their lack of accountability and vagueness when it comes to planning and ROI.
All too often, objectives are woolly and ambiguous, with no real clarity over what the expected outcome will be in a measurable and time bound fashion. This is where SMART goals can help build your credibility as a marketer and pull together your marketing activities around an overarching objective.
One of the first things that you’re taught in sales is that you have two ears and one mouth and to use them in that order.
However, you shouldn't use your mouth at all at crucial points in your sales conversations
Learn how silence can unlock a sales opportunity and when to use it.
To further our mission to bring inbound to the construction industry, Insynth Marketing are thrilled to introduce Luke Monterosso, who joins the team as a Business Development Manager.
Luke is responsible for growing their client base by introducing sales & marketing professionals from the building products industry to the Inbound philosophy.
Read on to find out more…
Google is always looking for good content. It wants to give the user the best experience and puts the best content at the top.
Content that’s easy to read is useful to the reader. It’s more likely to be on page one of Google and has a higher chance of being found online.
One of the best ways to do this is to write content for a wide audience.
Read on to find out more…
Google algorithms are constantly developing. Their ever-shifting nature has created a dynamic space where competition is fierce to achieve and maintain top positions on search pages.
This constantly changing landscape of Google algorithms has a created what can sometimes feel like a hostile environment. Content creators and SEO experts are constantly having to adapt their strategies to maintain the top positions on Google or to climb the rankings on their keywords.
Let’s look more into the volatility of Google’s constantly changing set of rules…
Growth. It’s compelling, alluring and addictive. It’s also tough.
It’s getting harder to generate more leads, win more customers, up-sell, cross-sell, increase market share and make more profit using the tactics that were so successful just a few short years ago.
It was Einstein who famously said, “insanity is doing the same thing over and over again and expecting different results”.
So, is your reluctance to alter your approach, tactics and mindset in your quest for increased growth madness?
Google algorithms are always changing. Their constant state of flux is directly related to our changing habits when searching online.
With 200 factors being analysed, picking a starting point for construction marketing can feel daunting.
Insynth have been blogging about how you can write content that conquers Google’s algorithms to help you win the top positions.
Read on to find out more…
Are you a storyteller or an opera singer?
This might seem like a strange question but stick with us.
Here are Insynth, we’ve been learning about content writing, and how working in the style of either an opera singer or a storyteller can impact on the reader’s perception of you.
Keep reading to find out more…
When researching or shopping for building products online, we’re often faced with sign-up forms: Sign up to learn more, to access downloads, to create an account that will make your shopping experience easier.
Sometimes these forms are simple: they take seconds to complete because they’re short, clear and user-friendly.
Other times, they require information that we don’t know off the top of our heads, we’re not sure exactly what certain forms are asking for, or they’re just so long that we don’t have time to complete them.
This is when we revert back to the Google homepage and look elsewhere.
People don’t like parting with their personal information at the best of times, and if your forms ask for too much too early in the buyer’s journey, your website visitors are likely to find what they’re looking for on a different website.
This leaves you with limited leads, limited customers and essentially, limited sales.
But, with short forms, your conversion rates will soar.
Let’s think carefully about what information you really need from your website visitors when they first sign up for something on your building products website.
Positive customer experience is vital for referrals and maximising life time value from your customer relationships. However, one of the biggest challenges any business faces is keeping customers happy and being consistent in the way we deal with customer challenges and needs.
Unhappy customers can spread their dissatisfaction quickly with social media. But, a delighted client can be the most valued influencer in attracting new customers.
Discover how A.I. can help you improve customer experience, build your brand reputation and grow your business.
The websites ranked at the top of Google listings are the sites that Google deems most relevant and trustworthy for search enquiries.
If your website ranks below the first few results, visitors are unlikely to click through to your page – and if you’re not on the first page of results, you can pretty much guarantee that no-one will scroll far enough to find you.
In content marketing for construction, having a strong understanding of how prospects are interacting with your content can be an invaluable asset when structuring your website.
Heatmaps provide a valuable insight into which pieces of content are working best for you and can demonstrate where prospects are most engaged on your website.
Insynth is pleased to introduce heatmapping to our construction marketing services. Read on to find out more…
Kicking off this year's Microsoft Future Decoded event in London is Cindy Rose.
Cindy is the CEO of Microsoft UK. The event takes place at the ExCel Exhibition Centre at the Victoria Docks in London. The two day event covers a range of technological topics from A.I. to using the cloud and building trust around it.
Read on to find out what Cindy's keynote speech was all about...
Do you know what website visitors are doing when they’re on your site?
If they’re not converting, why not?
There’s always a reason why a visitor decides not to buy your product, download your guide, or book a meeting.
With Insynth’s technology, you can track user behaviour, identify the reasons why visitors aren’t converting and make an informed judgement about how to adapt your website for the next visitor’s conversion.
Well-designed online forms convert website visitors into leads, which is why they should be core to your building product brand’s lead generation strategy.
Once a visitor provides their details, it’s important to nurture them throughout their buying process until a sale has been closed and you’ve exceeded their customer service expectations.
But you can’t close sales unless your forms are generating high-quality leads. Here are the tips and tricks you need to use form analytics to ensure that the forms on your building products website convert successfully.
In construction marketing, visual images can make a substantial difference to the impact that your content has one your readers.
Including them in your blog posts, website copy and social media posts can draw the eye of your readers and boost your traffic through the improved levels of engagement.
Original photographs are always more successful than stock images. Read on to find out why…
So, you’re a building products manufacturer with a website that clearly displays all your construction products, but you’re just not getting specified by architects, and you’re wondering why.
Is it possible that you’re guilty of the four pet hates of architects?
It’s time to find out.
Contour Heating, a heating solutions manufacturer based in the West Midlands, has been working with Insynth to boost their Google rankings and site visibility and to produce content that helps them to stand out from the crowd in the HVAC community.
After less than one year of working with us here at Insynth, Contour Heating now hold multiple number one spots on Google rankings and have the highest site visibility over all their main competitors!
Impressive right? Read on to find out more!
Did you know that you could be losing business because your sales team are wasting their time on tasks that don’t involve selling?
Over half of a sales person’s time is spent not selling to your customers. Your building products company could be losing business as a result.
Read on to find out more about Insynth’s examination of how sales team’s time is being misplaced.
Today, Insynth met with marketing and sales executives from construction companies across the UK for a seminar hosted by CEO, Leigh Simpson, on transforming digital marketing strategy for business growth.
Here's an overview of today's digital marketing lessons.
Billed as a ‘Question Time’ style debate, the CIMCIG evening focused on the role that traditional UK construction media plays in an age of social and content marketing, and which, if any, media can you trust.
What did we learn? Which media channel is right for your audience? What will publishing look like in 10 years’ time? Who can be trusted in the age of ‘fake news’?
In an industry driven by expectations, professional photography for construction marketing is more important than ever.
High-quality images of completed building projects or developments-in-progress make up a portfolio of success to show to prospective clients who can meet their needs.
Read on to find out more…
Recently, we to spoke a company that had tried content marketing and had given up after a couple of months. They’d written a handful of blog posts, but once the blog posts were live, nothing happened.
They didn’t gain any leads and their traffic barely increased. The company concluded that no-one was interested in reading their blog posts.
But questions exist around every topic. Humans have an innate curiosity; they want to know why, and then, they want to know how.
If your blogging strategy isn’t consistent and optimised to answer your prospects’ questions, it might seem that no-one’s interested in reading your content. But, if you blog for your construction market, there’s always ways to bring traffic to your building products website, attract leads and maximise sales.
Blogging, when done right, can work for everyone.
Insynth explained to the company that a few unconnected blog posts aren’t enough. To drive results, they need to treat construction blogging like growing an orchard. Just as trees in an orchard need consistent nurturing to be healthy, blog content needs to be gradually built up to drive traffic.
Here’s how you can grow blogging as part of your construction content marketing strategy to reap the fruits of your labour.
As construction marketers, Insynth often work with building product manufacturers whose aim is for their products to be specified by architects, consultants and engineers.
But, all too often, building product manufactures aren’t sure what architects are looking for.
They tend to ask us the same question:
‘What content should be included on our website to appeal to architects?’
Insynth have conducted research with architects to establish exactly what they are looking for on a building product manufacturer’s website.
Contrary to common misconception, your website design doesn’t need to be a glossy marketing brochure. Architects are looking for clear, concise information that gets straight to the point.
Architects are looking for information and inspiration.
Here are the 10 main things that architects are looking for when they land on your building products website.
Insynth are delighted to congratulate in-house Digital Content Marketer, Abby Buchan-Howard on graduating from the University of Wolverhampton with a first-class degree in Creative & Professional Writing and English.
Just as Amazon has created turmoil in high street retail, Apple disrupted the music industry and Facebook changed the way we keep in touch, new technology, most of which is becoming available now, is about to change the way we do business in Construction.
Is your business going to be the next Blockbuster – killed by an obsolete business model, or will you be the Netflix of building products, taking action now to take advantage of the disruptive potential of AI? It's time to incorporate this new technology into your construction marketing strategy.
As 3 of over 24,000 attendees from just one of 110 countries involved, Insynth travelled to the USA for the 2018 INBOUND conference: three days of keynote and breakout sessions, brimming with learning, inspiration and connection.
We're ready to offer the secrets uncovered at the conference for our clients.
Below, you'll find links to our live-blogs of sessions that will help you to meet your marketing goals.
Each category of Inbound sessions brings a wealth of new, inspirational tips that are designed to help your building products company grow better.
Read on to find out more about this training and how you can get an exclusive discount...
Hosted by Sarah Bird, SEO Mastery focused on how to use Moz to master the fast-paced world of SEO and keep up to date with Google’s working along the way.
The session also focused on finding out how your company compares to the competition in search results and the best topics to get that coveted “position zero”.
With the rise of voice search and evolving Google algorithms, many are beginning to question whether keywords are still important in the modern world.
Since one piece of content can rank for a range of keywords, the focus is on quality, not quantity. The focus should no longer be on keywords, but on key topics.
Here's how you can keep your keyword research and SEO strategies alive in the context of modern search.
Hosted by Pamela Vaughn of HubSpot, How To Get Started With Conversion Rate Optimisation was an Inbound 2018 session focused on sharing the skills needed to use content marketing for the purpose of conversion rate optimisation.
This goal was to learn how to increase lead generation and traffic to your site through the production of fully optimised content that will encourage visitors to convert when they come to your website.
90% of customers say that video helps them make buying decision and 65% say that seeing video makes them more likely to buy.
Here's how you can make brand videos with next to no cost to increase your sales in under 20 minutes, maybe under 10, and just possibly, under 5.
Scott Harrison opened the final day of the 2018 Inbound conference with his inspirational story about changing his life to bring good to others.
Scott talks about how you can change your story to change your life - and the lives of others - and this applies to business too.
Through Scott's organisation, Charity: Water, millions of lives have been saved through the provision of safe drinking water. You can save lives too.
How do you create content that sticks in your audience's minds?
How do you leave your readers with questions?
How can you tell compelling stories?
These are the questions that Nadya Khoja answers in her 2018 Inbound Conference session. With her answers, you too can create viral content.
Live @ #INBOUND18: Conquering Consistency: Tools & Tactics to Become A Prolific Blogger, Podcaster & Broadcaster
Hosted by Colin Gray, Conquering Consistent Tools & Tactics, was an Inbound 2018 session about learning to use podcasting as part of a wider digital marketing campaign and how to apply the tools learned throughout to the product of amazing content for everybody to consume.
Hosted by David Hooker, Reading Visuals To Write (Right) Stories focused on teaching marketers how to use visuals to tell stories about their brand in a readable and exciting way.
The Inbound 2018 session was aimed at marketers wanting to produce visual content that tell stories and send messages that audiences and customers can engage with and enjoy.
Live @ #INBOUND18: Content Remixing - How To Succeed At Content Marketing Without Creating Anything New
'The hard part isn't coming up with ideas. It's picking the best ones' - Brittany Berger
Quality isn't about the number of blog posts that you publish. It's about the number of qualified leads that you can generate from compelling content.
Here's how you can remix and re-purpose content strategically to generate leads without constantly running on the hamster wheel of content creation.
Live @ #INBOUND18: Contagious Content: 7 Key Steps To Creating Content That Move The Sales And Marketing Needle
Hosted by Marcus Sheridan at the Inbound 2018 conference, Contagious Content was all about how to understand your buyers and to ensure that your content is answering the questions that they need answering in order to get them to come on board with your brand.
The aim of the talk was to takeaway the ideas and steps needed to move your content marketing process forward so that the sales AND marketing needle starts to shift for your company.
'Your actions are a huge part of your story' - Lisa Gerber
Humans are wired for stories. We don't remember statistics; we remember how we felt when he heard hard-hitting, emotional stories.
But telling stories takes work, thought and time if you want to connect with your audience.
Here are the powerful techniques that you need to implement for your stories to resonate with your readers and generate leads.
Live @ #INBOUND18: Not So Sexy Marketing - Building Creative Campaigns For Complex Or Cliche Products
'Customers are people first and buyers second.' - Patrika Alis Cheston
No matter what your product is, you're marketing to customers. Even for 'boring' products, people care about their experience with your brand.
Focus on meeting the need instead of selling the product.
Here's how you can make sure you're always talking your customers' language.
And are you often featured in newspapers, magazines and other media outlets?
No? There are so many uncovered methods of getting press coverage for your company. And it's all about getting credibility to gain authority in the marketplace.
But remember, 'you can't be vanilla if you want to engage with the press' - Janet Murray.
Hosted by Nathan Rawlins at Inbound 2018, Lessons Learned In Viral Marketing focused on giving insights into the highs and lows that come with viral marketing. Rawlins, who has experienced the force of viral marketing from both of these sides, hosted the talk at Inbound to share his insights.
Live @ #INBOUND18: How To Create Relevant Videos (That Your Customers Won't Skip) With Native Content
Hosted by Frank Maguire at Inbound 2018, Head Of Marketing Development for Sharethrough, How To Create Videos was all about the importance of video in a world where it is becoming one of the most consumed medias out there. The insights gained today will be being applied to Insynth’s marketing strategy moving forward!
Live @ #INBOUND18: Google Snippets and SEO - How a Tiny Piece of Content Is Radicalising The SEO Game
'Create content that deserves to rank' - Adam Piotrowski.
When people search online, they're looking for quick answers.
They don't want to scroll for information.
When there isn't a featured snippet, searchers may look at the first few results. But featured snippets take up the same room as around 3 search results, so viewers are unlikely to scroll any further when one appears at the top of their page.
Featured snippets currently only appear in around 12.2% of search results, and when there is a featured snippet, only 19.6% of people will click on results beneath the snippet.
This means that there's plenty of room to win featured snippets, and when you do your website traffic will soar.
Shonda Rhimes, writer of the hit TV series Grey's Anatomy, opens Thursday at Inbound 2018 with her keynote speech on performance, writing and her career.
Rhimes's company; Shonda Land is now teaming up with Netflix to exclusively produce content for that platform. Her talk about Inbound is focused on her career and time on set of Grey's Anatomy and how the production process have influenced her work moving forwards
The pace of innovation and new features in the HubSpot ecosystem is mind blowing. Since Inbound 17 there have been more changes than I can keep track of and every week there is a new feature to impress.
Learn about the big changes to the suite that were announced at the Inbound 2018 conference, and how these could help you supercharge your business growth.
Hosted by Maryna Hradovich of SEMrush, Secrets To Search Dominance is an Inbound 2018 session about teaching marketers to ensure that their content is always optimised for SEO and positioned to dominate search results across the internet.
With Maryna’s techniques being applied, marketers learnt how to make sure that they can stay one step ahead of the competition.
Live @ #INBOUND18: The Unrelenting Value of Narrative Elements - Tying Stories to Your Inbound Approach
'Create journeys fuelled by an undercurrent of emotional value.'
In Karin Krisher's storytelling session at the Inbound 2018 Conference, Karin discussed the secrets of framing your company stories with emotional context.
Emotion needs to be integrated into the six main narrative elements: plot, character, theme, conflict and setting.
Opening this afternoon's keynote at Inbound 2018, HubSpot's Brian Halligan kicked off with a discussion about applying a flywheel to your business for accelerated growth.
HubSpot's flywheel moves from an attract phase, into an engage phase, into a delight phase in order to convert website traffic into free users, then into customers, and finally into promoters.
Here's how you can use a flywheel to fast-track sales success for your company.
Hosted by Andrew Tarvin, a humour engineer from New York, Funny To Money educated the Inbound 2018 audience about how using humour in your marketing can the key to succeeding in both your sales and marketing efforts.
Funny To Money, although geared towards sales, was full of information that marketers could employ in their content strategies to attract new customers to their company.
Humour is important to a marketers because making people laugh makes people want to sit up and pay attention to your message. Including your brand message in your humour marketing is an effective way to draw people into your company while having fun along the way.
'What is the relationship between a great story and change?' - The question that Bridgit-Antoinette Evans opened her session at the 2018 Inbound conference with.
To answer this, you'll need your imagination.
Bridgit focuses on brand-building and compelling stories that resonate. She discusses how to change customer perception and create positive impact through media and communications.
53% of B2B buyers said they would prefer to gather information online and not have to talk to sales (Forrester Research, Inc). The unpleasant truth is, most people don't want to talk to you.
Gaetano DiNardi's session at the Inbound 2018 conference teaches important lessons in leveraging technology to build a modern sales process to maximise results.
Here's what you can apply from Gaetano's lead generation tips and tricks.
Hosted by Sangram Vajre, co-founder of Terminus, The Future of Marketing is an Inbound 2018 talk focusing on how to gain the focus and attention necessary to implement an effective marketing strategy that will continue to grow into the future in the ever changing digital marketing landscape.
The lesson to be taken from Sangram's talk is to go forward to change attitudes and approaches to marketing to make it a better understood industry in the future.
Why No One Gives a Shit About You or Your Company
Think about what boredom means to you. Is it guilt about wasting time? Loss of incentive or purpose? Lack of concentration?
Neuro-scientifically speaking, some people are biologically more prone to becoming bored than others. Those who are less likely to become bored tend to have a clear purpose, mature interpersonal relationships and autonomy. But what if you're lacking these things?
Here are our key takeaways from Carmen Simon's session on The Neuroscience of Engagement at the 2018 Inbound conference.
If Failure Isn’t An Option, Then Neither Is Success
Talking about how organisational change begins with the individual, ground up and how this approach strengthened GE and led to exciting developments for the business.
If you’re an architect, you’ve more than likely completed an array of projects that could be shared on an architectural blog to develop authority, expand your website traffic and generate new leads.
When you combine technical, descriptive writing with a strong architectural blog design, you can build a solid online presence, improve your web rankings and reach a wider audiences to win new commissions. This is all part of a winning construction content marketing strategy.
Every September, Boston Massachusetts becomes the staging area for one of the largest sales and marketing events centred on inbound marketing.
Inbound is about bringing together experts in content and inbound marketing from all over the world and getting them to share their knowledge and expertise with the thousands of attendees to this growing annual event.
Next week, Insynth will be attending alongside the 22,000 others set to land at Inbound. They will be attending talks with sales and marketing experts and learning more about the latest in the world of Inbound.
Keep reading to find out more about Insynth’s upcoming Inbound adventure…
What’s the difference between marketing and publishing? Are they the same thing, or too different to be compared?
In recent years, more and more companies have been adopting an inbound methodology into their marketing strategy. While it is not commonplace in the construction industry yet, we predict that it could have a major impact on the way businesses engage with the market.
Inbound marketing makes publishers of marketers. Using ideas such as content marketing to attract your customers, it can be a huge benefit to your company.
Read on to find out how you can turn your marketing efforts could become publishing opportunities for your building products company.
You’ve written a piece of content about your building products. You’ve proofread it for technical accuracy, you’ve added alt-tags to your images and optimised the piece for SEO. You press ‘publish’.
Job done, right?
Just because a blog post or web page is now out there for the world to see doesn’t mean that you never have to look at it again. In ever-shifting industries, such as construction where products, protocols and building regulations are often being updated, content can quickly be out of date.
Read on to find out how you can avoid falling into this trap and why reviewing your historical content regularly is so important.
Successful content marketing for construction requires high-quality technical articles with a steady frequency of publishing output.
Most businesses without a dedicated content marketing resources find this a real challenge and for digital marketers who are producing content; inputting technical knowledge into their content is not always easy.
Discover how to build collaborative teams to pump out high-quality content on a regular basis, improving your rankings and performance along the way.
Having a blog or news page on your website is core to your content marketing for building products strategy.
Blogging allows you to keep your clients and prospects up to date with your construction news, building product updates and current market insights. By providing them with educational content that builds authority, you’ll encourage them to engage with you instead of your competitors.
Your blog helps you to build rapport with your prospects. When you regularly update it, you’ll constantly be fresh in the minds of your readers, and they’ll be more likely to convert into leads.
In fact, B2B companies that blog generate 67% more leads than companies who don’t (HubSpot).
Read on to find out how you can generate more leads by getting the most out of your construction blog or news page.
Digital content marketing is an ever-changing industry that, when utilised properly, can be hugely beneficial to those embracing it.
In the construction industry, a setting that is still taking its earliest steps towards bringing together the building products culture and the digital marketing mindset, there is a risk that marketers can get carried away, jump in head first without first understanding the full scale of a digital marketing task thinking that they understand it all.
The result is this; The Dunning-Kruger Effect.
Let’s look at how The Dunning-Kruger Effect can infect a Digital Marketing workplace.
One of the core principles of construction inbound marketing is aligning your marketing and sales teams so that you can provide holistic services that close leads and delight your clients.
When your sales and marketing teams are aligned, your brand message will be amplified and your services will be more consistent, helpful and customer-centric.
This is why marketeers in smaller building product companies wear many hats when driving growth for their clients. One of these hats is the sales services hat.
But you don't have to be a sales guru to provide value to your prospects...
Content sharing is full of reciprocal benefits. When you collaborate with reputable companies in the construction space, you can expand your audience, generate a stash of backlinks to improve your domain authority and increase your website traffic.
And although it may not seem obvious, you have so many collaboration and guest-blogging opportunities. Your clients? Guest blog for them. Suppliers? Share testimonials. What about any events or campaigns that your products or services were pivotal in? There’s a case study waiting to be written.
It’s time to begin.
Calls To Action, or CTAs, are about getting your site visitors to take action. This could be downloading a piece of content, such as an eBook, or subscribing to your weekly email newsletter.
CTAs are critical when it comes to encouraging engagement from your site visitors, no matter what stage in the buyer’s journey they may be.
Insynth have created a list of check points for you to follow when creating CTAs for your construction marketing; keep reading to find out what they are and how CTAs can be a benefit to you.
You've heard the phrase "a picture tells a thousand words". Did you know that images in your website can improve your SEO?
By loading your images with the right words in the alt-text, titles, file names, while considering a range of other factors, your images won't just say a thousand words, they will help grow you website traffic and increase your chances of having great rankings on Google.
Read on to find out how images can be a great addition to your SEO and construction marketing campaigns.
Using video will increase your reach and engagement.
It is the preferable way of viewing content for 59% of executives according to HubSpot, making it a content format that cannot be ignored.
With video content you can educate potential clients and drive them to become leads and customers.
Read on to find out which topics will be the most beneficial for your construction strategy.
Negativity can manifest in a variety of ways on social media: written abuse from trolls, emojis, seemingly light-hearted comments that are actually damaging. All attack your building product company’s brand credibility, and all require a response.
Learn how to respond to negative comments on social media to preserve your building product company reputation while solving your customers’ problems, even when they’re not your fault.
Overcome the fear of social media with our tips for social media marketing.
But, why is this important?
Because 1 in 3 social media users prefer to use social media customer care services over telephone or email.
Because 67% of social media users seek resolutions using Facebook and Twitter.
Because nearly 70% of consumers use social media to resolve customer service issues.
And the companies who offer social media customer care get 20 – 40% more business.
Insynth prides itself on having a team of talented content writers working alongside clients to produce amazing results for their companies.
This week, Insynth is delighted to congratulate Digital Content Marketer, Charlotte McCormac on graduating with first-class honours in her English degree from Birmingham City University.
Building a social media strategy for your building products company?
Use our glossary of social media terms to support your construction marketing strategy. With our glossary, you can explore every corner of a variety of social media channels before jumping in and sharing your content with the world.
Video content is a booming power source in construction marketing. 82% of Twitter users use social media for video over text.
Though time-consuming to make, it is one of the most rewarding content formats when it comes to click-through and views.
With video being such a popular format, should businesses be neglecting textual content in the place of the video format? In this blog post, Insynth examines the benefits of maintaining a balance between video and text content. Read on to find out more.
Social media has become an integral part of every business’s P.R strategy. The world is shifting to a more social platform when it comes to promotion and marketing. It’s about being customer-centred.
Using social media for P.R in construction marketing can bring many benefits to your company. Read on to see how social media can improve your public relations.
Using video for construction marketing is a technique in content creation that is now a critical element of any content marketing plan. HubSpot states that in today's market, 59% of executives prefer to consume content in a video format, rather than as a block of text. Keep reading to find out why is it important?
It can be difficult enough to know which social media platforms to use when marketing your building products company, let alone understand the most effective times to upload your content.
But with our simple guide, you can find out how to strategically schedule your social media posts for maximum visibility and engagement.
Social media is a key tool in the arsenal anybody working in the building products industry. It is a way of making connections with potential customers and promoting building products outside of your company website. Read on to find out how to identify the perfect platform for your business.
In the building products industry, the traditional marketing approach of advertising, P.R, direct mail and telesales has been the preferred method of creating leads and engaging customers. But this is changing.
Tech-savvy building product sales and marketing professionals are using social media more and more to connect with customers, generate leads and win new work.
Let’s found out how they're doing it.
Think you haven’t got time to respond to your followers on social media? Think again.
Your responses tell consumers whether they can trust your building products brand. If you don’t respond, consumers won’t trust you, and you’ll quickly lose business to your competitors.
Responding to your prospects on social media is as important as responding to their calls and emails. Ironically, not responding is actually a form of response. When you don’t respond, you ignore your followers.
You wouldn’t ignore them in the street, so why would you ignore them online? That just doesn’t make sense, yet so many companies feel that they ‘don’t have time.’
But surely responding to a message is just basic manners?
Read on to find out how you can respond to your followers to convert them into leads.
YouTube is a video sharing website owned by Google. It is designed to allow users to post and view video footage and subscribe to creators whose content they are most keen to stay up to date with. It is quickly becoming a key tool to have in your marketing arsenal and for , this is hugely important to success online.
Compared to other social media platforms, LinkedIn is more of an editorial and publishing focused channel.
As the most professional social media platform, LinkedIn is the ideal place to share construction academia and articles to stay up to date with industry topics and engage in conversation with other building product sellers and users.
Pinterest is a platform for finding and providing inspiration, particularly for potential purchasers.
Ideal for building products companies who can showcase the practicality of their products in images and graphics, Pinterest is a highly visual platform. If you’ve got eye-catching, original photographs of your construction materials, Pinterest is the place to upload and share them. Remember, people are highly visual, and photos are the most effective means of remembering products.
While Pinterest isn’t one of the most widely used social media platforms, it is up there with the most popular platforms for product research. 93% of Pinterest users are active on the site for purchase research, and over two thirds of users have discovered new brands using the site.
Instagram, owned by Facebook, is a photo-sharing social media platform that allows users to post photographs and videos and instantly repost them across multiple channels at the same time. For construction marketing, Instagram is a key social media tool that can be extensively utilised for the purpose of content production and marketing.
Facebook is the most popular, widely-used social media channel. Pretty much everyone uses it, from your boss, to your grandma. By using Facebook to share your company’s product and service details, you can access a huge market, creating a community around your building products business.
The use of hashtags and mentions on social media is an old concept constantly being made new. Every year more and more sites make them a key feature of the user experience revolutionising the ways in which businesses on social platforms can reach out to potential clients.
There are 4.021 billion internet users in the world. 3.196 billion of these are social media users, and more are joining social media platforms every day. This is where your future customers are waiting for you, so make the most of social media for your building products company.
But a building products social profile is only worthwhile if you give people a reason to follow or connect with you.
You’ll need to constantly update your social media channels with fresh content if you what to continuously reach prospects and hold their interest in your construction business. Social media marketing requires constant upkeep and effort.
Having said that, this guide will give you all the important tips to manage your social media accounts as efficiently and easily as possible.
Twitter, a social media platform designed with the intention of becoming a universal SMS service for its users, has become a key marketing tool being employed by businesses across the world. In the last eight years, Twitter’s subscribed user count increased to over three hundred and thirty million, making it a critical place for businesses to meet and connect with potential customers.
As of January 2018, Twitter was boasting 336 million members. The average Tweeter posts new material up to five times every day. In one twenty-four-hour period that means that there is over half a million new Tweets being posted online. For construction marketers, using Twitter in a way that allows them to stand out in all of this noise is quickly becoming a key issue that companies need to address.
With new technology appearing increasingly frequently, promising to disrupt traditional methods of sales and marketing and make business success a breeze, it’s easy to be tempted to throw the baby out with the bathwater and overlook some of the main principles of growing your business.
No matter how you deliver your message and what methods you use, it’s important to remember to use technology to support your sales and construction marketing strategies, not replace them.
To support their mission to use storytelling and bring more colour to the world of construction marketing, Insynth has recruited a published creative writer to their growing content team.
When blogging, you always need to be sure of why it is that you’re writing. What is it that you want to achieve? What’s the point of this post? Your overarching goal?
These are some big questions.
Perhaps the best place to start is to consider why it's important to blog about construction and building products at all.
Are you looking for a construction marketing agency to bring reality to your building products growth goals?
Unlike standard marketing agencies, Insynth are a specialist construction marketing consultancy. We use our in-depth construction industry knowledge to fill your content with relevant context, strategies and technical and creative expertise.
We understand the construction industry in ways that standard agencies don't. With our knowhow, we turn good construction campaigns into great construction campaigns.
A last-minute decision to visit Barcelona was a wonderful surprise from my wife; we’ve been talking about it for 20 years! But with my Inbound mindset, it was more than the food, drink, architecture and culture that left an impression on me.
Here are a few of my experiences from the weekend and how my passion for Inbound was stoked again.
Now that we are 6 months into the year 2018, how well is your construction content marketing performing? How are your content marketing campaigns coming along? It's tragically common for advertisers and business visionaries to set far-reaching New Year's resolutions, only to see their motivation and exertion slack a couple of months later.
One of the main challenges you can face with trade shows is managing the leads that are generated from visitors to your stand. A successful show can generate hundreds of leads, all of which need to be followed up quickly.
So learn 3 SIMPLE tips to help you process them and identify the hottest leads.
Do you have a digital marketing strategy? Are your digital marketing efforts ad-hoc or aligned with broader business goals? Do you understand the return your digital marketing is delivering to your business?
In recent years, everything has gone online and ‘on-demand’, adding to the pressure to join the digital race; new websites, social media, email marketing, CRM systems. Most businesses now see digital channels as the mainstay of their marketing strategy.
But, in this rush to get online, is strategy being left behind?
How many people confess that they’ve questioned whether content marketing really works?
Maybe you’ve read countless construction blogs before sitting down to write your own and are wondering whether it’s worth the effort.
It’s important to remember that while it’s easy to write, it’s not easy to write well. Your content needs to support and impact the overall success of your business. It needs to stand out from
So, is it worth it
Is blogging part of your construction marketing strategy? How useful Is blogging for generating leads? How do you write a good blog post and how long does it take?
If you’re not using your blog yet, then you should be. Various studies show that businesses that regularly blog get 3.5 times more website traffic and 4.5 times more leads than those that don’t (HubSpot 2015).
With 96% of B2B buyers wanting insightful content from industry thought leaders (Demand Gen Report 2016), there is an appetite for your views and opinions on your sector and specialist knowledge.
Charlotte McCormac brings a passion for writing and a first-class degree in English to the role.
Shropshire based construction marketing specialist, Insynth, is delighted to announce the appointment of Charlotte McCormac as their new digital content marketer. Charlotte is responsible for creating exciting content for clients, as well as search engine optimisation and implementing inbound marketing strategies. Charlotte will be producing blogs, eBooks and whitepapers, as well as managing social media channels.
One of the biggest challenges of sales management is figuring out how involved you need to be with your team. Too much and you can be accused of interfering and getting in the way. Too light a touch and activity can start to stray away from your carefully constructed sales strategy.
So how do you get the right balance, and where should you and your team focus your time and energy to make the biggest improvements to your sales performance?
If you want to hit your sales targets this month, this quarter, this year and beyond, you will need to consistently produce the right results.
The problem is that many business owners and entrepreneurs can find it difficult to understand their sales pipeline and know where to focus their efforts and resources to really build the sales engine that will produce repeatable results week after week, month after month.
This simple formula for sales success will show you where to focus your efforts and help you grow your business with more consistency and a scientific approach to performance improvement.
In one of our recent blog posts, we discussed how long it takes for content marketing to work. Blogging frequency and quality were the key topics, but it led to questions about more subtle signs that things are starting to work.
So, here’s a quick list of the sort of signals that you should be on the lookout for when starting out on your construction inbound marketing journey (we'd love you to add your own ideas in the comments at the end of the post).
A common question that we get when discussing inbound marketing with potential construction clients is "how long does content marketing take to work?".
There are a number of factors at play, but we'll give you some insight into how long it takes and when you can start to see results.
Developing buyer personas for the decision-makers and influencers in your target market should be one of the first tasks that you carry out when developing your construction marketing strategy.
Unfortunately, the research and effort that goes into creating your buyer personas will go to waste if the document is not kept up-to-date and constantly evolving. So, how often should they be updated?
Content Marketing is starting to become more commonplace in the marketing strategies of building product manufacturers and construction companies. The businesses that really grasp the nettle and execute great content will soon become the thought leaders in their fields and grow their market share.
One big challenge that everyone kicking off their content marketing strategy faces is, who is going to write all of this content? Producing 2 – 3 blog posts every week plus white papers, webinars and eBooks takes time and skill. And, let’s face it, not everyone enjoys writing. So how do you tackle this problem?
Developing a marketing strategy for your construction or building products business can seem like a daunting task. While it’s not a 5-minute job, it doesn’t need to be a huge burden for you to create your new marketing plan.
Without one though, your time, effort and money can easily be misdirected and even wasted, negatively impacting your ROI and personal success.
A well-researched and crafted strategy document will add real clarity and focus to all of your marketing, and sales, activity, improving your brand, market share, product offering and profitability.
By following a systematic process, you will be able to quickly establish where you are currently, where the opportunities are and how to realise them. Here are a few pointers, describing how we approach construction marketing strategy with our clients.
What's interesting in our regular website reviews and health checks is that most businesses have already got most of the ingredients for success in place, they’re either poorly aligned, under-resourced or missing something crucial.
All that's needed is to shift a few elements around, refine a few areas and fill in some missing elements. Couple this with a firm commitment to digital and you have a winning combination. So, what are the critical pieces and how should you bring them together?
Addressing this 5-10% can make a huge difference to website traffic, conversion, lead generation and ultimately sales.
Follow this 15 part guide, full of simple tips and hacks, to pull your online construction marketing strategy together.
Understanding who your perfect customers are is a vital part of your construction marketing strategy, but one that is often skimmed over or missed altogether.
If you intend to tailor and segment your content and message to your different audiences, profiles and personas will be very useful. So, what’s the difference between a buyer profile and a buyer persona?
As the way that building professionals research products and services changes, it is only right to consider the relevance of brand building in your construction marketing strategy.
So, why do why brands exist, what is their role in the decision-making process and what will be their future value as they come under increased pressure from search, artificial intelligence (AI) and digital marketing?
In most building products businesses, link building is misunderstood, seen as a dark art or handed over to their SEO company to handle. Effective construction marketing will have link building and outreach as an important element of the marketing plan.
Having a strong and growing foundation of authoritative, good-quality links to your site is the juice that high ranking websites are made of, they give you the kind of authority that Google loves and brings you referral traffic.
It’s not a difficult as you may think, so find out how to build your backlinks and improve your organic rankings.
The main observation from the vast majority of our site audits is that most building product websites are only designed to be an online catalogue or a brochure website.
Building product manufacturers are missing a golden opportunity to turn their websites into sales lead generation engines which provide their sales teams with regular high quality enquiries.
Business guru and well-known provocateur, Tom Peters once addressed a crowd of over 400 sales and marketing executives saying: “I hate sports analogies. They’re just a bunch of male macho…” Yet, in the world of sales and marketing, sports analogies are de rigueur and tossed around like a rugby ball during at Twickenham.
To properly understand the difference between sales and marketing, however, another analogy seems more suitable: that of musical theatre. Salespeople are the performers in a West End musical, whereas marketing folks are the set designers, producers, and choreographers.
Our regular website audits and reviews are consistently highlighting missed opportunities and common shortcomings of building product websites.
The way that specifiers and buyers search and select products is evolving quickly and construction marketing professionals need to adapt or risk losing market share and sales to smarter operators.
A building product directory is an online resource for building specifiers, such as architects and engineers, that enables the research, selection and specification of building materials for current or future construction projects.
With marketing budgets constantly under pressure, it can be difficult to know where to allocate your budget, especially where the return on investment (ROI) can be difficult to prove.
Online Building Product Directories and Trade Directories offer more than just a link to your business but can be tricky to measure, so what should you be thinking about when considering directories as part of your communications plan?
The Marketing Technology Expo has just wrapped up for 2018. So, what were the key takeaways for construction marketers? How can the latest technology be used to improve engagement, generate leads and increase sales for forward-thinking and innovative building product manufacturers?
I recently returned from a major trade show. I felt both angry with the disappointing effort from the majority of exhibitors, but also excited that there was hope that there would be a future for trade shows if exhibitors employed inbound marketing tactics.
This is why.
Content Creator Role - Shifnal, Shropshire (£25k + benefits)
We’re looking for a talented content creator who can scale our marketing efforts and grow the audience of Insynth and our clients. This role requires exceptional writing skills, a creative mindset, and a results-driven attitude.
I was recently walking on the Cornish Coastal Path; it's a beautiful, windswept trail with plenty of challenging climbs and descents. On one particularly steep ascent, I remembered a tip I read many moons ago in a mountain biking magazine.
The tip was about tackling long arduous climbs: it described how if you only focus on the top, your mind will begin to doubt that you can get there, and you are more likely to fail. However, if you look just a few yards ahead, far enough to avoid any obstacles, you will grind out the climb almost without fail.
The trick is to focus on the task ahead, only occasionally glancing up to make sure that you are on track to achieve your ultimate goal. I applied this trick and tackled every climb comfortably.
The experience brought to mind how setting short-term goals can be the perfect way to crush longer-term targets, and this is why.
Getting your product news, case studies or opinion pieces published in reputable trade titles and industry blogs is a great way of publicising your brand, creating awareness, authority and trust.
If you are marketing to Architects and producing content to engage with them, what is the best media to use to reach them?
If you want to improve your website rankings with high quality backlinks, which websites are going to give you the best 'backlink juice'?
Insynth has produced a comprehensive study of all of the main UK architectural titles and ranked them in terms of backlink authority, social reach and circulation, both online and offline.
How would it improve your sales figures if your website was actually an extremely useful and enjoyable experience for your customers and specifiers? What if your content made people want to not only specify and buy your product, but actually come back to your site time after time?
A well designed and executed Content Marketing strategy can deliver increased traffic, improved search ranking and more sales leads, specifications and orders from your website. But it can't do any of that if you're not sure what it actually is or how to do it.
I was helping a friend a few days ago. We were looking at his website and he was telling me that he was getting some really unusual enquires. He has his own powder coating business and loves to win contracts for coating in high volume, but he was getting calls about powder coating motorbike frames.
We took a good look at his website and upon finding the likely cause, it reminded me of a very similar situation a few years ago.
(Check the end of the blog to find out why he was getting bike frame enquiries!)
Our podcast on the upcoming GDPR regulations features Rob Andrews of Andrews Ritson Solicitors. Rob attempts to cut through the scary headlines about massive fines and red tape and offers common sense advice on what Construction Marketing professionals need to be aware of to ensure that they don't fall foul of the new guidelines.
Impress your boss and your colleagues by getting 'position 0' on Google and winning the race for prestigious featured snippets in Google.
Here is a 6-step guide to how Insynth replaced the Construction Marketing Association on a prized snippet in just 10 days.
A new forecast from the Construction Industry Training Board (CITB) revealed today that over 150,000 construction jobs are set to be created over the next five years despite Brexit uncertainty and Carillion’s collapse.
Key predictions include;
- Infrastructure and housing are likely to be the best performing sectors
- Carpenters, process managers and professional staff will all in be in short supply
- The Commercial sector could be hit hard by Brexit nervousness
Insynth Marketing has announced that it has joined HubSpot as a Certified Agency Partner. HubSpot, a leading CRM, marketing, sales, and customer experience platform, works hand-in-hand with Agency Partners to grow their businesses through inbound software, services, and support.
A conversation we always have with our clients when discussing their content marketing strategy is, "are you open about price on your website?".
Most of the time we get an uncomfortable response, something like;
- "No, we don't want our competitors to find out how much we charge"
- "We prefer to talk to our customer face to face about price", or
- "Until we know exactly what customer wants, we can't give them a price"
Now, that's all well and good, but let's look at those arguments one-by-one and challenge the thinking behind them. Then we will tell you why talking about price on your website can drive efficiency, increase conversion rates, win you new business and should be a key element of your construction marketing strategy.
In 2018, at the heart of every strong construction marketing strategy should be a sophisticated CRM system which manages the sales funnel, automates marketing campaigns, records customer engagement, provides clear insights into campaign success and tracks ROI. Ultimately a system that makes it easier to win more orders and grow your business.
CRM is a rapidly changing space, driven by cutting-edge technology, some serious brains and major investment. The choice of CRM systems can be overwhelming. Considering that there are over 200 platforms, choosing the right system for your business may not be straightforward.
In fact, many offerings are now far more than just a CRM, they are fully formed growth stacks, encompassing CRM, sales automation, sophisticated marketing capabilities and reporting, all in one place.
So, let’s look at some of the key questions that you should be asking yourself to identify your needs, and then you can match these against the capabilities of platforms you are considering.
Too often content marketing is perceived as simply publishing lots of project case studies and product news on your website and social media channels and expecting it to improve your brand image and increase your reputation and authority.
This is an over simplistic approach, one which really doesn't utilise content marketing to it's full potential. Find out more about the strategy behind blogging and content marketing.
Research shows that 90% of people don't go beyond the 1st page on Google, and about 34% of searchers click on the number 1 result. This shows that Search Engine Optimisation SEO is something that you really must take seriously if you want your building products to be found on the internet by your target market.
If you're not on page one for the keywords that matter to your business then you will be feeding on scraps or forced in the online auction that is pay-per-click (PPC) advertising, trying to outbid the other also-rans for the top spot in the ads.
So how do you get to number 1? Here is a quick guide to bagging the top spot and being seen by your ideal customers.
Is Your 2018 Sales And Marketing Approach Working?
Will you be trying the same sales and marketing tactics and strategies this year as you did in 2017? How successful was last year for you? Would you like 2018 to be better? Adapting your approach to the way your market is specifiying and purchasing is critical if you want to beat your targets.
The way that people buy and specify today has changed. Your potential specifiers and customers will seek solutions to their problems on the internet and social media, and reach out and engage with the businesses that they best trust to help overcome their challenge. Research suggests that over 80% of the buying process is now conducted online.
To tap into this new dynamic requires a different approach centred around content marketing, social media, search engine optimisation and website design to fully engage with your potential customers and deliver qualified leads to your sales team.
Here are 5 great tips to help you get started
Your website should be your best salesperson, generating leads, helping customers, working 24/7, consistent, always on-message, technically proficient and measurable.
Often, building products companies view their website and digital marketing activities as independent marketing communications activities, instead of joining the dots and seeing the big picture - how they can work together in a systematic way to drive leads and, ultimately, sales.
With every improving technology and software, it can be hard for you to keep up with what websites can do these days, and how sales and marketing automation can improve customer service, increase conversion rates and shorten sales cycles.
With the end of the year on the horizon and countless marketing plans being finished off ready for budget approval, you may want to check whether you are taking advantage of the latest trends for construction marketing to leverage your marketing ROI and cost-effectively increase web traffic, leads and sales.
Here are some of the latest developments and technologies that could make all the difference to your business in 2018.
Overcoming buyer fear is critical to converting leads into sales. A key component in eliminating the fear of dealing with you is to build trust. So how do you build trust with your potential customers, when they may never have bought from you before?
Buyer fear can kill any deal. If you can’t identify, address and alleviate those fears, you probably won’t win that work – no matter how great your product or service may be.
When it comes to marketing, building product manufacturers are a very specialist group.
Your route to market is more complex than typical B2B companies, thanks to the roles of the project, specifiers and multiple tenderers for the same project.
Each group has different challenges and information needs and often want to consume your information in different formats too.
In your sector, Inbound Marketing should be a highly effective strategy for engaging with all of the key decision makers and influencers in a personalised and cost-effective manner.
Shifnal in Shropshire, nestled between Telford and Wolverhampton in the West Midlands, is a vibrant and growing small town, with great road and rail infrastructure. For a small town of just over 7,000, it boasts an impressive number of Marketing Consultants, Marketing Agencies and Designers within its borders - 7 to be exact! That's one Marketing Consultancy in Shifnal for every 1000 people.
Your blog should be one of your company’s most valuable sales and marketing assets and blogging is a cornerstone of Inbound Marketing.
Blogging builds trust with your customers, generates leads, educates readers, builds brand awareness and drives sales. In short, great blogging grows businesses. Learning how to improve your blogging can make a big difference to your bottom line and your career.
If you could unlock more sales leads of a better quality, with a proven change to your marketing approach, would you want to find out more? If you thought that your fiercest competitor was going to beat you to it and get those leads instead of you, would you be more compelled to act?
If you’re not using Construction Inbound Marketing techniques soon, your competition will be, and once they do you will feel the impact on your bottom line – fast.
I’m a dyed in the wool marketer, with a love of numbers, tech, and sales!! After recently exiting my own start-up, I have been immersing myself in the latest marketing phenomena – Inbound Marketing, and for the first time, I feel like I belong.
A community that loves data, creativity, and results. Here are my initial thoughts on Inbound and why and how the UK B2B SME community needs to get on board.