4 min read

CPDs For Building Products: What Should I Talk About?

By Rich Newsome on 13-Aug-2020 13:42:24

This is the first question that anyone asks when considering delivering a new CPD session, followed by:

Can I deliver true value?

Will people be interested in what I have to say?

You then may have practicality concerns such as:

Do I have the time?

Is it worth it?

Before you know it, you’ve talked yourself out of delivering a CPD altogether.

Establishing the right topic is the first step in achieving a meaningful, educational CPD.

This post aims to provide some useful tips on how you can decide on an appropriate topic, and hopefully, steer your thoughts of negativity into something that you and your team will benefit from.

Read on!

Topics: Construction Marketing Strategy cpd
34 min read

5 CRM Systems Building Product Companies Should Consider

By Sandy Bassi on 13-Aug-2020 08:40:26

A Customer Relationship Management (CRM) system handles your data. 

 

A high-quality CRM system can encourage you and your building products to move away from lengthy spreadsheets and store your marketing, sales, and customer services data in one place. 

 

This blog post aims to help make your decision easier when deciding the best CRM system to implement. 

 

I’m going to provide the pros and cons of these 5 CRM systems: HubSpot, SalesForce, Fresh Sales, Zoho and Pipedrive. 

Topics: Construction Marketing CRM
4 min read

How do Barbour ABI and Glenigan work?

By Jack Meisinger on 12-Aug-2020 16:52:45

After you’ve tried a variety of tactics for finding new construction leads and they don't work, where do you turn? Maybe you’ve called all the companies you can find in directories. Your network is quiet and the phones haven’t rung in a while. 

Topics: Sales Strategy Construction Marketing Strategy Email Marketing
5 min read

How to Automate Your Email Marketing for Your Construction Business?

By Freya Oxton-Grant on 12-Aug-2020 09:32:18

Email is the traditional digital marketing format, and it’s still extremely effective. If your email is good enough, you get a decent chance to put yourself in front of your ideal customer and get them to hear your message.

Email marketing is one of the key components of marketing automation and can really be a game changer for your construction business’ marketing.

Especially in an industry where your target customer can range from an architect to contractor, segmenting your email campaigns and having them being run automatically, can improve your productivity fourfold.

Topics: Marketing Automation
5 min read

Construction Marketing: SEO vs PPC

By Olivia Atkinson on 07-Aug-2020 10:24:03

You might be in a position when you need to choose whether your marketing budget is spent on SEO or PPC or even spread between the two.

Topics: SEO
6 min read

Why Using a Construction Marketing Agency Is The Way To Go

By Bhav Bola on 07-Aug-2020 09:37:39

There are so many marketing agencies out there it can be difficult to know which one will help solve your issues. We understand that not every marketing agency is going to solve your problems.

Some questions that may have crossed you mind might've been:

  • Will a generic marketing agency do what needs to be done well?
  • Are there specialist agencies for my business niche?
  • Will they know exactly how to solve my problems?

You might think a generic marketing agency will have what it takes to solve your issues, but you might want to think otherwise...

Topics: Construction Marketing Construction Inbound Marketing Construction Marketing Strategy
5 min read

Increase Productivity With A CRM System

By Sandy Bassi on 06-Aug-2020 10:58:44

What would you do if you had more time in the day? Get ahead and use the time to generate more sales for your construction company?

According to research from Salary.com, 89% of staff waste some time at work every day.

Time is the one commodity you can’t buy more of and you can’t get back, you only have one chance to use the time you’ve got and in the most effective way possible.

A CRM can help you get organised and essentially, get more done in the time you’ve got.

Topics: Construction Marketing
7 min read

Top Tips for Automating Your Construction Business' Customer Service

By Freya Oxton-Grant on 05-Aug-2020 17:17:00

As part of the marketing automation blog series, today I will be digging deeper into the world of customer service automation (CSA).

Automating your customer service gives businesses the ability to provide a great customer experience at the exact moment they need help and advice.

This can be the difference between a happy and dissatisfied customer.

It can also be the difference between accessing a potential hot lead and a competitor swooping in before you.

Another amazing benefit of CSA is the fact that because it takes the burden off your sales or service team to answer time-consuming queries, they consequently have more time for the high-quality one-to-one interactions that important, sales-ready leads need.

Topics: Marketing Automation
4 min read

6 Tips for An Effective Building Product CPD

By Rich Newsome on 05-Aug-2020 10:24:30

Maybe you’ve decided to digitise your building product CPD; or maybe you want to create a fresh, new CPD from scratch.

Whatever your aims, you need to ensure that your end-result helps to develop your relationships, establishes thought leadership, and perhaps even leads to specification.

To increase your chances of the above happening, there are some key rules you can follow.

Read on to find out more.

Topics: Construction Marketing Strategy cpd
3 min read

5 fast ways to generate construction sales leads

By Jack Meisinger on 30-Jul-2020 16:30:01

Cold calling is one thing. Cold calling during a pandemic is another. One sales rep I talked to said receptionists are taking 20 minutes to transfer calls and many of his contacts have been furloughed.  That’s tough.

Topics: Sales Strategy
3 min read

Effective Formats for Building Product CPD Presentations

By Rich Newsome on 29-Jul-2020 14:51:30

It’s widely known that, for architects and design professionals, CPD is a vital part of career development. Many professional institutes (such as RIBA CIOB, RICS, RTPI, CIAT, ICE, IStructE) now require members to undertake a minimum number of CPD hours each year.

Topics: Sales Strategy Construction Inbound Marketing Construction Marketing Strategy cpd
7 min read

How Much Does A CRM System Cost To Set-up and Run?

By Sandy Bassi on 29-Jul-2020 12:17:39

‘A CRM is difficult to put a price on’ (Expert Market).

When it comes to pricing up your CRM, it depends on how big your building products business is right now, and how you’re looking to scale. It varies on the specific functions you’re looking for.

Adding extra features, such as marketing automation, sales and contact points – will naturally be more expensive.

However, the benefits you’ll get from this are valuable, you’re able to scale and everybody in your construction company can have an input.

This blog aims to help make this decision easier for you. We will go through 4 important factors: cost of acquisition, data migration, implementation, and user training.

Topics: Construction Marketing CRM
7 min read

Hiring In-House Or Outsourcing Your Construction Marketing: What Should You Do?

By Bhav Bola on 28-Jul-2020 16:48:47

Ahh the age old question, should you hire in-house or outsource?

A question that has most likely crossed the path of every business no matter the size or department.

Of course there is plenty of material about this online, so within this blog we are going to focus on the construction and building products industry.

Digital marketing is becoming a strong pillar in many business' marketing strategy so there's no doubt it needs to be handled one way or another.

So who handles your digital marketing?

Topics: Construction Marketing Construction Marketing Strategy
6 min read

5 Ways to Automate Your Construction Business' Lead Generation

By Freya Oxton-Grant on 28-Jul-2020 15:09:06

Wouldn’t it be great if technology could take up some of the strain and become your next technical sales rep? Well with marketing automation, it can!

Topics: Construction Marketing Marketing Automation
3 min read

Insynth Welcomes Freya Oxton-Grant To The Team

By Jack Meisinger on 27-Jul-2020 17:03:29

As Marcus Sheridan reports in They Ask, You Answer, 70% of the buyer decision is made online, before a potential buyer even speaks to a salesperson. 

We've observed that this largely holds true for buyers and specifiers in the construction and building product industry as well. 

In line with this trend, more and more building and construction product companies are increasing their focus on digital construction marketing. 

To keep up with demand, Insynth has grown its team. With four new hires, we are able to help you resolve any strategic and technical problems within your website, sales, marketing systems, and content.

We'd like to introduce you to the last of our new additions.

Topics: Content Marketing Construction Marketing Blogging
6 min read

5 Reasons SEO Marketing Can Transform Your Building Product Business

By Olivia Atkinson on 24-Jul-2020 11:04:05

One of the most effective digital marketing strategies out there is SEO. Business owners and marketing managers often have the same questions. What is SEO? Is it essential? How does SEO help with lead generation?

We’ll take a brief look at what SEO is, why it’s important and 5 reasons why SEO online marketing can change your business for the better.

Topics: SEO Website Design PPC
6 min read

The 5 Benefits Of Using A CRM System For Construction Marketing

By Sandy Bassi on 23-Jul-2020 16:07:41

What is a CRM system? Good question. A Customer Relationship Management (CRM) system handles your data. 

A high-quality CRM system can empower you and your building products business to understand your customers, sales data, and marketing like never before.

CRM Magazine showcases that 91% of business with 10+ employees use a CRM system.

So, let’s go and delve into the benefits to find out why they’re valuable to your building products business and your overall construction marketing.

Topics: Construction Marketing CRM
2 min read

Construction Marketing Agencies: The What And The Why

By Bhav Bola on 23-Jul-2020 09:12:44

Time and again construction / building products businesses choose a marketing agency because the agency has a good website or were referred to them by a trusted source.

However this may not be the most effective way to go about it. 

Finding the right specialised agency that really understands the construction industry, and all of it's nuances and dynamics, would provide more benefits than just a generalised marketing agency.

Let's find out why working with a construction marketing agency makes sense for your business.

Topics: Construction Marketing Construction Inbound Marketing Construction Marketing Strategy
4 min read

2 Ways COVID-19 has Changed the Face of building product Sales

By Will Morris on 23-Jul-2020 08:09:08

It’s no doubt that a lot has changed in the past few months. The COVID-19 outbreak has shaken the B2B sales force – with unprecedented speed and scale – across the globe.

However, as with most things,

When life gives you lemons, make lemonade.

In other words, times of great challenge often create amazing opportunities to transform the way we, as sales leaders, do things. Many within building products and construction would argue that this is exactly what the industry needed to give it a push towards a more digital future.

One example of how we’re adapting is the new dynamics that virtual selling has brought to the table – in the form of video interactions.

But, more specifically,

How is the COVID-19 crisis changing the future of sales within building products and construction as we know it?

Today we’ll be exploring two ways that this pandemic has accelerated the future of sales within the industry. Read on to find out more…

Topics: Sales Strategy Bouncing Back
8 min read

What is the Greatest Marketing Automation Tool for Your Construction Company?

By Freya Oxton-Grant on 21-Jul-2020 17:14:01

According to research carried out by Darren Lester at SpecifiedBy, 98% of specifiers prefer to carry out product research online.

Considering that so many decision-makers within the building products and construction industry are using the internet to help aid their specification process, it's crucial that companies take advantage of the delights of automation.

Automation has the ability to become 'your extra sales-person' so read on to find out what platforms are available to you.

Topics: Construction Marketing Strategy Marketing Automation
4 min read

Insynth Welcomes A New General Manager To Lead Project Prospecta

By Sandy Bassi on 21-Jul-2020 12:19:46

With a new age of millennial architects and specifiers and the endless pressure to stand out from a sea of competitors, we’re seeing a growing need for building product manufacturers to adopt a more digital approach to their business.

Topics: Construction Marketing
4 min read

What is Marketing Automation: How Does it Work, and Do I Need it?

By Freya Oxton-Grant on 17-Jul-2020 11:03:12

In our modern, technological era, more and more activities and services are being automated either as a way to reduce human labour or to streamline processes.

Marketing is no different – anything digital can be automated.

Automating your marketing processes can save your business time and money whilst improving ROI and customer experience.

Topics: Construction Marketing Marketing Automation
5 min read

What Is A CRM System & Do I Need It?

By Sandy Bassi on 17-Jul-2020 11:02:43

Do you struggle to keep track of customer information? Are your lists scattered across multiple spreadsheets, notepads, inboxes, files or even in a filing cabinet?

If so – you will see value in adopting a CRM system. Read on the find out more.

Topics: CRM Construction Marketing Strategy
4 min read

Introducing Sandy: Insynth's Latest Digital Marketing Consultant

By Bhav Bola on 17-Jul-2020 10:39:20

You know what’s getting more complicated? That digital tech stuff. Even at times I don’t know where to start and what info I should listen to, and guess what my job is to stay on top of that stuff!

I remember when marketing was either TV, radio or magazines / newspapers.

Now look there are things all over the computer and phone screen. Digital marketing has really changed how we live for good. 

Changing your focus to digital marketing is now the way to go, every one else is doing it, especially your competitors.

Now Insynth has taken four new hires onboard. More building product businesses are turning to us to help them get their online strategy right and help them to grow.

Last week's blog was written about me, so I thought to take the reigns this week and write one for another fellow new hire.

I'm introducing Sandy Bassi today; so carry on reading and find out more about her...

Topics: Content Marketing Construction Marketing
3 min read

Digital CPDs: The Dos and Don’ts for Your Building Product

By Rich Newsome on 14-Jul-2020 09:08:34

As more companies within construction and building products consider digitising their CPDs to reach a wider audience, many are tasked with the conundrum,

I’ve never digitised my CPD before.

Similarly, those who are new to the world of CPDs may be wondering where, even, to start.

If this is the case for you, our recent series on digital CPDs for your building product/construction company may help you.

Today, we’ll be exploring some essential ‘dos’ and ‘don’ts’ worth considering for anyone looking to digitise their building product CPD.

Read on to find out more…

Topics: Construction Marketing Strategy cpd
3 min read

Introducing Bhav: Insynth's Latest Digital Marketing Executive

By Freya Oxton-Grant on 10-Jul-2020 10:03:06

Founded in 2018, Insynth Marketing has been growing year on year. Providing inbound marketing services for the building products and construction industry has gained us a reputation for strong results in lead generation and business growth. This has meant we have recently been able to hire four new starters to join the team.

Topics: Content Marketing Construction Marketing
5 min read

How To Make A Digital Building Product CPD

By Rich Newsome on 10-Jul-2020 08:59:51

As more and more companies within building products and construction embrace technology as a new way of working, digital CPDs are becoming a key consideration for many.

If you’re new to CPDs, or if you’re more accustomed to the traditional, face-to-face style of CPD, this blog sets out to explore how to make your CPD digital, reaching out to a wider audience and increasing your chances of specification.

Topics: Construction Marketing Strategy cpd
4 min read

Insynth Grows its Construction Marketing Team

By Olivia Atkinson on 03-Jul-2020 11:53:17

The crisis at the start of the year threw a spanner in the works for a lot of businesses; trade shows were cancelled, face to face meetings banned and people were more difficult to get hold of being furloughed or not being in the office.

One positive take away from the situation is that more companies than ever are now embracing digital, having video calls instead of driving hours to meet a potential client, investing in their tech stack to work more efficiently and communicate effectively with their team, hosting webinars, creating Digital CPDs and investing time into their website.

Digital opens a world of possibilities with automation, personalisation, segmentation targeting, increasing reach, improving the quality of leads and so much more. To assist in the increased demand for digital marketing services, Insynth Marketing has 4 new additions to the team.

Over the next few weeks, we’ll be taking a closer look at each new member of our growing team, but for now, here’s a quick summary on each and their roles at Insynth.

4 min read

Construction Marketing Time Saving Tools

By Josh Simpson on 03-Jul-2020 08:50:02

Working in digital marketing for around a month now, I have learnt that time is one of your businesses most valuable assets. After all, time is money, and the more money you bring in as revenue, the more likely you are to be profitable. Therefore going off that, time leads to profits, right? That’s why you need to use your time wisely and in the right areas, so why wouldn’t you want to save time wherever you can?

There’s an endless amount of different software that can help you save time, from CRM systems, to social media scheduling, or even easy to use graphic design software. After working in digital marketing, I’ve been able to learn how to use these different software and now use them on a regular basis, showing just how easy they are to use, if somebody with no experience can pick it up, and effectively use these systems. All of which are designed with one goal in mind, to save you time in your business.

Topics: Construction Marketing Construction Inbound Marketing Construction Marketing News Social Media
4 min read

How To Gain CPD Accreditation For Your Building Product

By Rich Newsome on 01-Jul-2020 13:54:57

Before we begin, I should outline that gaining CPD accreditation isn’t mandatory. You can still create a CPD without accreditation. You can still deliver value without accreditation. You can still increase specification without accreditation. CPD doesn't have to come from, be accredited by, or approved by the RIBA, for example, to count.

However, many organisations across all industry sectors decide to gain accreditation for various training courses. This is mainly because it is a recognised approach to learning and almost a ‘seal of approval’ for anyone looking to help educate people on new trends, initiatives or practices.  

For anyone considering getting their building product CPD accredited, this blog sets out to explain the process, the positives, and the considerations.

Topics: Construction Marketing cpd
8 min read

Changing The Way You Sell To Bounce Back

By Olivia Atkinson on 25-Jun-2020 23:40:05

As people are returning to work and a sense of normality returns, you might need to re-access the way you sell whilst bouncing back. Your business might have triumphed during this crisis or been at it’s lowest depending on the sector you provide to.

Topics: Sales Strategy Construction Marketing Strategy
4 min read

5 Tips For A Great Building Product CPD

By Rich Newsome on 25-Jun-2020 09:48:19

Continuing our topic on digital CPDs for the construction industry, today we share some quick (and hopefully useful) tips for anyone thinking about creating a new CPD or improving their current learning experience.

If you’ve read any of our previous posts on this subject, you’ll know that we’re keen advocates for CPDs.

Inbound marketing is all about educating and helping your prospects, and CPDs – when done effectively – can do the same.

Let’s get into some useful tips…

8 min read

Bouncing Back: Reviewing Which Tactics Work Best Now

By Olivia Atkinson on 19-Jun-2020 10:10:51

It's likely that your 2020 marketing plan has changed drastically in response to the disruption caused earlier on in the year. You most probably had events or trade shows booked in, even if you were just visiting, which have all quickly been shifted to online events.

Data should be the main driver for your strategy approach anyway, but now more than ever you need to dig down and find out which tactics are working best for you.

Each company will have different metrics, some may find that email marketing is really working for them, others may find producing guides and sharing them on social is keeping their customers engaged and interested.

However, there are some typical tactics which shouldn’t be adapted out of pure desperation and others that you should seriously consider for improving your presence online.

Topics: Construction Marketing Strategy Bouncing Back
4 min read

THE APPRENTICE: Insynth Edition

By Josh Simpson on 19-Jun-2020 09:04:04

As more building products and construction companies become more educated on the Inbound marketing methodology, Insynth is pleased to welcome our new Digital Marketing apprenticeJosh Simpsonto the ever-growing team. 

As the only HubSpot certified agency to major on construction marketing, Insynth is leading the way with the latest inbound marketing techniques and welcomes this opportunity to help develop individuals' professional skills further. 

Topics: Content Marketing Construction Inbound Marketing Construction Marketing Strategy Social Media
5 min read

How To Create a Digital CPD Presentation

By Rich Newsome on 18-Jun-2020 10:28:42

Many companies within the building products and construction industry are implementing CPDs as part of their core marketing approach.

Why? CPDs serve a multitude of purposes. Firstly (and perhaps most importantly), they help to educate. By providing professional development to an architect, you’re developing their practice, helping them to make more informed choices in the future.

Secondly, CPDs are a great way to demonstrate thought leadership. As a company within the building products and construction industry, reputation is everything.

Thirdly, CPDs could drive architects and specifiers to choose your solution for one of their upcoming projects. This may only be the case if done right, however.

Today, we share some top tips on how to create an effective digital CPD presentation that will help you to educate, demonstrate thought-leadership and, ultimately, sell.

Topics: Construction Marketing Strategy cpd
4 min read

What Are The RIBA CPD Requirements?

By Rich Newsome on 12-Jun-2020 09:49:11

Chartered members of the Royal Institute of British Architects (RIBA) are obliged to undertake thirty-five hours of CPD a year. This equates to around 45 minutes per week. Of these thirty-five hours, twenty of them should be based on the ten topics of the RIBA CPD Core Curriculum.

So, what does this mean for building product manufacturers?

Topics: Construction Marketing Construction Inbound Marketing Construction Marketing Strategy cpd
6 min read

Bouncing Back With Content Marketing

By Olivia Atkinson on 11-Jun-2020 15:25:03

When searching on the Internet we all consume content without realising, our daily queries get answered by featured snippets, Q&A, forums, articles, and blogs.

However, when it comes to creating content for your building product brand, many companies fall short. This is partly down to time and skill, although people also struggle in knowing what to produce.

There’s no denying that content creation is a skill, but nothing is stopping you from learning the basics of how content marketing works and how it can help raise your profile online at a time when digital is the go-to place for research.

Topics: Content Marketing Bouncing Back
4 min read

What Is CPD and Why Should You Consider Delivering One?

By Rich Newsome on 05-Jun-2020 10:20:00

Regardless of your profession, Continuing Professional Development (CPD) is a great way to enhance your personal proficiency, whilst keeping up to date with the latest technologies and trends within your industry.

For those operating in the architectural and design space, CPDs play a pivotal role within each professional’s career requirements.

Topics: Construction Inbound Marketing cpd development
5 min read

How To Win More Building Product Specifications: Buyer Personas

By Rich Newsome on 04-Jun-2020 10:39:05

Winning more building product specifications is not something that can be answered in one sentence, or even one blog post. It’s a complicated process involving a multitude of skills and techniques that encapsulate a deep knowledge and understanding.

Today, we’re focusing at the start of the journey: Your audience.

We often refer to your audience as ‘Buyer Personas’, and understanding your BPs is crucial to winning more building product specifications.

Topics: Construction Marketing personas audience
8 min read

How To Use Free CRM Software To Bounce Back Smarter

By Olivia Atkinson on 29-May-2020 10:51:56

Having a CRM system is key to bouncing back from this years events, it gives you data about your contacts that you never knew you needed, helping you reach out at the right time and track how they interact with your website.

This blog will take a look at what a CRM is and how they can help with not only marketing activities but sales too.

Topics: CRM Construction Marketing Strategy Bouncing Back
5 min read

Bouncing Back: How To Reach Your Audience

By Rich Newsome on 28-May-2020 13:16:52

The proportion of construction workers furloughed has fallen below 25 per cent, according to research from Build UK this week, highlighting a slow return to normality within the industry.

As construction sites begin this long and challenging process, this blog aims to give your building products company some useful tips to help reach out to your audience. Right now, communication is key if you want to gain specification with those decision-makers in the industry. Read on to find out more.

Topics: Social Media Email Marketing
6 min read

How To Bounce Back Using Social Media

By Olivia Atkinson on 22-May-2020 09:48:51

Social media is a powerful tool and a crucial part of your bouncing back,strategy. Some companies struggle to make quick changes to their website or create notices letting visitors know if they’re open or not. Social media can be posted on in seconds, allowing you to effectively and consistently communicate to your audience.

Read on to find out what content to share on social media at this time and how to use it to inform your audience on the latest updates.

Download The Definitive Guide To Social Media

Topics: Social Media Bouncing Back
6 min read

Bouncing Back: How To Build Your Tech Stack

By Rich Newsome on 21-May-2020 15:13:09

If we can take anything from the past few months, it’s how reliant we have become on technology. For most of us, working from home has prompted us to discover new and interesting ways of working.

How many of you have discovered the ‘virtual background’ on Zoom?

Remote working aside, however, we have noticed that many organisations within building products and construction are turning to technology as a way of running certain business operations more efficiently.

With trade shows being cancelled and sales reps not out on the road, our online presence has had to step up – turning our website into an ‘extra salesperson’ in many ways.  

Building a technology stack can be a daunting task – particularly with so many options out there. This blog hopes to give you some advice on how you can get the most out of your tech stack, and which tried and tested tools work best.

Read on to find out more.

Topics: Technology tech stack
4 min read

Insynth Welcomes New Head of Design To The Team

By Rich Newsome on 15-May-2020 08:58:32

In a world where companies are now judged by the quality of their online presence, a high-performance website is crucial. This is particularly true of companies within building products and construction, as architects and specifiers are spending more time researching products online than ever before.

In the past fifteen to twenty years, we’ve noticed a significant shift in the way businesses operate, and it’s fair to say that a company’s website is a key tool in delivering a strong brand identity (and message). This is particularly true for those operating within the construction space. As competition soars, there’s certainly a need to stand out above the rest.

To help meet this demand, Insynth is proud to welcome our latest member of the team: Head of Design, Louise Urquhart.

Topics: Website Design
6 min read

How To Bounce Back With The Right SEO Tactics

By Olivia Atkinson on 14-May-2020 17:33:02

As the world starts to repair itself and we see a gradual change in behaviours, make sure your company can be found in a time where there may be less choice.

Each company’s approach has been different to this crisis, for some it’s given them the realisation that being digital plays a key part in future proofing your business, others will adapt the way they work forever, with less office and requesting staff to work from home and some sadly might not make it.

Discover how you can bounce back with a kick-ass approach to digital marketing, starting with your SEO.

Topics: SEO Construction Marketing Strategy Bouncing Back
4 min read

Insynth Celebrates HubSpot Gold Solutions status

By Rich Newsome on 07-May-2020 18:08:37

As all industries face an uncertain future (certainly within the short-term), we are being forced to re-evaluate our approach to business strategy - and look to new ways of working smarter, not harder. 

Today, we celebrate our recently awarded 'Gold Solutions Status' as a subtle self-pat on the back for our team's hard work over the past couple of years. In times like this, we should all celebrate our successes and remind ourselves of the wins along the way.

Read on to find out more...

Topics: Content Marketing Website Design Sales Strategy Construction Inbound Marketing
5 min read

How Sales & Marketing Can Be Aligned To Help You Bounce Back!

By Will Morris on 07-May-2020 15:39:23

1: Selling Solo

Being an old-skool salesman I thought I knew it all. Results were powered solely by my own hands and my own way of thinking. My way had always worked, hitting the phone as hard as I could, sniffing out buying signals in order to get that next sale. I didn’t need anyone apart from my own desire, and I had bucket loads of that.

Topics: Construction Marketing Sales Strategy Construction Marketing Strategy
5 min read

How To Conduct Successful Remote Interviews

By Olivia Atkinson on 01-May-2020 09:19:04

As we’re adapting to work remotely via calls and videos, it’s worth considering remote interviews.

You might be thinking why at a time when people are being made redundant and furloughed should I be thinking about interviewing people, but it’s actually more relevant than ever.

This whole experience has been an eye opener for a lot of businesses, people are realising they don’t need their team to live in a 20 mile radius, they don’t actually need to see them to get the job done and they might even be questioning having such a big office space after this.

Topics: Construction Marketing Strategy Technology Video Creation
5 min read

How To ‘Pivot’ Your Content Plan During COVID-19

By Rich Newsome on 01-May-2020 08:44:48

Let’s rewind to January 2020. The year was laid out before us, new strategies were in place, new products were going to be launched and big projects were due to begin.

And then the unexpected happened. Out of nowhere, a global pandemic altered every aspect of our personal and professional lives. Projects were put on hold, jobs lost, and businesses forced to adapt to this ‘new normal’.

It’s been several weeks now - and for most - the initial shock has settled. In some cases, we’re even seeing glimpses of what life used to be like. However, we’re all aware that it’ll take a long time before we get back to the pre-Covid life that we all took for granted.

With that in mind, this blog aims to give some actionable ways for you to pivot your content strategy in order to adapt to these unusual times.

Topics: Content Marketing Construction Marketing
5 min read

5 Things I Learnt About Selling From Keenan

By Will Morris on 24-Apr-2020 10:44:23

As an experienced Salesperson, I had my own methods and philosophy which worked and had made me a success in the past. I had been a top biller for many previous employers, and the notion that one book could change my thought process was unthinkable.

I remember the first time my CEO introduced me to Keenan’s “Gap Selling”. At first, I had my doubts: yet another sales guy trying to tell me that his way is the best.

Topics: Sales Strategy
5 min read

How To Utilise Social Media During Covid-19

By Olivia Atkinson on 24-Apr-2020 10:22:17

Customers are researching brands more heavily online and initiating more online interaction with businesses today than they were a year ago. Part of researching is checking out the companies social media accounts and their website to get a feel for what they’re about.

Facebook and Instagram have seen a 40% increase in usage due to Covid-19, this can’t be ignored.

This is why your social media activity shouldn’t be put on pause at this time. You may need to adapt and tweak the way you approach it and the language you use but it shouldn’t be stopped all together.

We’ll take a look at how you can adjust your social media posts with a tone of voice that will resonate the most with your audience.

Topics: Social Media
5 min read

What's Causing Your High Email Bounce Rate During Covid-19?

By Rich Newsome on 23-Apr-2020 13:33:07

It’s a sad fact that Covid-19 has brought about an abrupt halt to people’s livelihoods. Individuals are being furloughed-and in some cases-even losing their jobs.

With that in mind, the construction marketer needs to be aware that people just aren’t as contactable as they once were, and this means that you may have to adjust your strategy in order to reach out to the right people.

From an email marketing perspective, those who have sadly lost their jobs will have inevitably had their email accounts switched off, meaning that your email campaigns will not achieve the level of engagement you’re aiming for, causing your bounce rate to soar. 

We want to avoid this at every possible opportunity as a consistently high bounce rate will cause you to get penalised by your service provider-affecting your ability to send future campaigns. And of course, you want people to actually read your emails.

This blog sets out to give you some useful tips and tricks to reduce your email bounce rate, ensuring the right people read your emails.

Topics: Sales Strategy Construction Marketing Strategy Email Marketing
6 min read

5 Tips To Boost Your Content During Covid-19

By Rich Newsome on 16-Apr-2020 21:00:00

We all know that words are the currency of the web. The more SEO-driven content you have, the better chances you will have at ranking highly in search. If you’ve read any of our previous posts, this message will come as no surprise.

What’s different, however, is this ‘new normal’ that we’ve all been forced to adopt. Working from home is giving us more time to reflect, and it’s even allowing us to catch up on the things that we’ve let slip in recent months.

And for many, this means addressing your content strategy.

The purpose of this blog is to give you some practical guidance that you can implement now, in order to prepare for the post-covid future.

Topics: Content Marketing SEO Construction Marketing
5 min read

Website Development For Building Products And Construction

By Olivia Atkinson on 16-Apr-2020 09:59:04

Suddenly we find ourselves with a lot of down time. You may still be working but priorities may have changed. Not everyone’s workload has been affected by this pandemic, but there’s definitely a shift.

Those jobs that always get dropped to the bottom are suddenly on your to do list as other customer work is put on the back bench.

If you’re in this situation then see this downtime as an opportunity to make some improvements. That way when a version of normality returns, you’ll be ready for business.

Topics: SEO Website Design
10 min read

Email Marketing For Building Products & Construction During Covid-19

By Rich Newsome on 10-Apr-2020 09:34:28

If you attended our webinar a couple of weeks back, you’ll have learnt that email marketing is more crucial than ever during these unprecedented times, and the data-which we will be sharing-certainly backs this up.

We’ve seen some great results from companies within building products and construction who have used this as an opportunity to focus on two key areas:

  • Growing their contacts database and;
  • Reaching out to their current database

The purpose of this blog is to give you some useful tips and tricks (that are backed up by data) to ensure that you stay on top of your email marketing game during Covid-19.

Read on to find out more…

Topics: Email Marketing
7 min read

SEO Housekeeping: 6 Tips During The Covid-19 Lockdown

By Olivia Atkinson on 07-Apr-2020 14:17:19

Although many companies have stopped working, Google hasn’t. Which in turn means your SEO efforts shouldn’t stop either. If you stop it’s likely that you’ll have your top positions on Google taken away from you by competitors that are putting the work in now.

Getting ranked highly isn’t achieved overnight, it’s a long game and takes Google a while to notice you as the best. By getting in the work now, you’re preparing your company for when a version of normality returns, and your service or product is needed.

We've seen traffic stay consistent or rise with our own clients website traffic, those that have seen a big increase are those that supply to the healthcare sector.

Topics: SEO
8 min read

Great Books For Sales & Marketing During The Covid-19 Lockdown

By Rich Newsome on 02-Apr-2020 08:55:53

Many of us will be using this time away from the office to focus on improving our practice-and what better way to do this than with a great book?

As an avid reader myself, it’s not the reading that’s the hard part; it’s actually finding the right book to read in the first place. There are so many texts out there; trying to pin-point the ones that will resonate is half the battle.

This blog aims to take the hard work out of looking. Whether you’re a Business Owner, Managing Director, Sales Professional, Marketer or even Student, these books are the very best in self and business development.

So let’s dive in…

Topics: Content Marketing SEO Construction Inbound Marketing Construction Marketing Strategy
4 min read

Essential Benchmarking Before You Furlough - Responding To Covid-19

By Olivia Atkinson on 01-Apr-2020 15:26:21

Although some industries production lines or sales have come to halt, our advice is where possible, carry on with your marketing. Google is not going to stop so the SEO shouldn’t be stopping.

Topics: Construction Marketing Strategy
8 min read

Free & Paid Software Businesses Can Use Through Covid-19

By Olivia Atkinson on 26-Mar-2020 17:50:19

As businesses are forced to work from home, concern grows of how you and your team will continue productivity and communication whilst still fulfilling your roles.

Although working remotely is embraced by many, it’s not perceived the norm for a lot of companies.

This worldwide crisis has forced companies to adapt, making the digital tools you use essential to your new daily work life.

This blog runs through just some of the different tools that are available in an over-saturated market of technology.

Topics: CRM Construction Marketing Strategy Email Marketing
5 min read

Your 2020 SEO Strategy: Adapting To The ‘New Normal’

By Rich Newsome on 25-Mar-2020 11:56:14

We’re three months into 2020, and all of a sudden, this unusual state of isolation and distancing has become the ‘new normal’.

People’s individual priorities have changed, and businesses are being forced to adapt to the negative economic impact that will result from your customers and clients changing their habits for the foreseeable future.

Any 2020 plans and initiatives that you’ve put in place will undoubtedly be called into question, so it’s worth re-visiting your SEO strategy in this rapidly changing environment.

In this blog, we aim to outline both short and long term SEO considerations as part of your building products company’s larger response to COVID-19. Understanding how you can adapt areas of your SEO strategy will be crucial in order to plan effectively against the impact of this virus.

Topics: Content Marketing SEO Construction Marketing Strategy
6 min read

Adapt Your Construction Sales & Marketing Strategy During COVID-19

By Rich Newsome on 19-Mar-2020 12:29:00

Almost every business in building product and construction has been planning for the inevitable impact that the coronavirus will have on our industry. It's unexpected, and sadly for most, unplanned for. 

In these uncertain times, a strong sales and marketing strategy is your closest defence to ensure that you come out of this the other side. 

But, what does a strong sales and marketing strategy look like for building products and construction?

A lot of the time, it means working smarter (not harder) and adopting a digital approach to help streamline processes.

All of a sudden, adopting a 'digital approach' has gone from a 'consideration for the future' to an actual necessity for business' survival. Digital is here. It's real. So let's start doing something about it. 

Topics: Construction Marketing Sales Strategy Construction Marketing Strategy
5 min read

6 Top Tips For Managing A Remote Team

By Olivia Atkinson on 17-Mar-2020 17:29:48

Current affairs have meant companies are reluctantly forcing themselves to embrace their teams working remotely, even if they don’t want to. However this is not a new concept for so many workers, 70% of people work remotely at least once a week, with 53% working remotely for at least half the week.

Some believe that ‘working from home’ is a cop out. However there are little excuses for not working at home with the technology and software that is readily available to download for free.

This blog runs through 5 tips to help you manage your team remotely-successfully- including the must have tools.

Topics: Construction Marketing Strategy
7 min read

6 Tips To Stop Coronavirus Impacting Your Sales Efforts

By Rich Newsome on 12-Mar-2020 02:15:00

With the coronavirus pandemic continuing to spread, you’d be forgiven for thinking, how will this affect my building products and construction business?

We’re unsure on how long it’ll last and the true extent of its severity, but one thing’s for certain: it will have a lasting impact on the industry.

And we’re not only talking about the distance it’s placed between us and our prospects. COVID-19 has forced us all to think about new approaches to how we work and the steps we should take to protect ourselves and our business.

No doubt, most of the articles you’ve read on coronavirus will have all been doom and gloom and ‘panic stations.’ Here, our intention is clear:

With the correct digital sales and marketing strategies, you can begin to take steps to adapt and prepare.
Topics: Sales Strategy Blogging Construction Marketing News Construction Marketing Strategy
4 min read

The Fundamentals of Successful Digital Marketing For Building Products

By Olivia Atkinson on 11-Mar-2020 11:23:47

Digital marketing can sometimes seem overwhelming. There are thousands of pieces of software out there to streamline and structure your marketing efforts.

However, successful digital marketing doesn’t come down to the tools they use. Although they help, the fundamentals of digital marketing amount to educating, planning and executing.

Topics: Content Marketing Construction Marketing Construction Marketing Strategy
4 min read

Creating Your 2020 Construction Marketing Plan

By Olivia Atkinson on 05-Mar-2020 10:10:59

Hopefully by now you’ve got a pretty good idea of what 2020 looks like for your building materials company. If not, this blog should open up some areas that you might not have considered, or start discussions internally.

It’s healthy to review where you’re at as a company and how you are being perceived in your market. Most marketing reviews and strategy planning takes place yearly. This is your opportunity to not ask why but why not?

The construction and building sector is one known for it’s traditionalism, with this comes the reserved approach to trying new things and experimenting.

This blog consists of questions to try and kick-start your marketing strategy plans. Ask yourself…

Topics: Content Marketing Construction Inbound Marketing CRM Construction Marketing Strategy
8 min read

Adjust Your Construction Marketing Strategy And Win Projects Like This

By Rich Newsome on 03-Mar-2020 13:30:00

When we talk to different companies within the building products and construction industry, we always begin with one question:

What are your goals?

Quite often, companies want to explore an area of the market that they feel has been ignored or neglected; other times, companies want to launch a new product that’ll hopefully bring a new revenue stream to their business.

But, more often that not, companies simply want to win cooler projects.

The types of project that’ll make their case studies section on their website pop.

The types of project that’ll position them as innovators and thought-leaders in their space.

This post aims to highlight some of the UK's most impressive building renovations, whilst giving you insight into how you can win these types of project. 

Topics: Content Marketing Construction Inbound Marketing Social Media Technology
3 min read

Voices From The Construction Industry: What Influences The Decision Makers?

By Rich Newsome on 27-Feb-2020 12:54:47

A couple of weeks ago, I was lucky enough to hear some words of wisdom from some of the big players in the world of construction.

The event: The NBS Construction Product Leader’s Summit.

It was a great opportunity to network and learn from the experts on all things affecting the construction industry today.

Topics: Construction Marketing Construction Marketing Strategy Technology
6 min read

6 Things You Should Stop Doing To Your Content

By Olivia Atkinson on 24-Feb-2020 09:29:43

When it comes to revitalising and updating your content it can be easy to throw aside content pieces that you feel aren’t working for your target audience.

Before doing so it’s worth considering these 6 options that often get forgotten about. Then you can focus on producing content that’s not only relevant to your audience but also content that Google will love.

Topics: Content Marketing SEO Blogging Construction Marketing Strategy
2 min read

Our Why: Marketing The Value Of Construction

By Leigh Simpson on 21-Feb-2020 11:45:00

It started as a debate about why I want to improve the image and value of marketing in the construction industry.

Topics: Construction Marketing
4 min read

A Message From Dame Judith Hackitt: How To Get Your Products Specified

By Rich Newsome on 20-Feb-2020 10:15:00

Last week, I attended the Construction Product Leader’s Summit: an event hosted by the NBS, which set out to highlight the importance of adopting a digital approach to construction.

We were lucky enough to listen to the words of Dame Judith Hackitt. Dame Judith has been instrumental in the much-needed improvement of current building regulations, through her recent implementation of the new Building Safety Regulator.

This post aims to highlight the key takeaways from Hackitt’s talk, and how Insynth applies these principles within our digital marketing approach.

Topics: Construction Marketing Strategy
4 min read

SEO Trends To Live By In 2020 For Construction Marketing

By Olivia Atkinson on 18-Feb-2020 11:18:14

Every year experts assess the SEO trends of the last month, year and decade. However, not all of them directly apply to the construction and building materials industry. Although the likes of influencer marketing can be used in construction marketing, it’s the minority that implements it.

As we kick off the new year, now’s the perfect time to create new SEO habits for your building products website.

3 min read

Construction Product Leaders Summit 2020

By Olivia Atkinson on 13-Feb-2020 17:23:55

Today part of the Insynth team attended The Construction Product Leaders Summit ran by the NBS. The day included keynote speakers from Dame Judith Hackitt  and Jonathan MacDonald.

NBS (National Building Specification) is a global platform for everyone involved in design, supply and construction of the built environment. They connect over 5000 companies with over 15,000 projects available with the potential of tapping into £50billion worth of specifications available in the UK.

5 min read

4 Measurable Goals For Construction Content Marketing

By Rich Newsome on 11-Feb-2020 12:42:53

Download content marketing guide CTA

Have you ever wondered why content marketing works so well for some construction/building products companies, whilst failing miserably for others?

You might be one of those companies who has hired a team of exceptional writers yet aren’t seeing the ROI that you needed or expected.

Topics: Content Marketing Construction Marketing Strategy
6 min read

Top 2020 Trade Shows For Building, Construction & AEC

By Rich Newsome on 07-Feb-2020 08:31:43

With January out of the way and our construction marketing strategy in place, we imagine that your sights are firmly set on how you will promote and network your building products company to drive growth and success in the new year.

Throughout 2020, the UK is playing host to a variety of trade shows aimed at those in the construction and AEC industry, and Insynth has compiled a list of the shows not to be missed.

Read on to find out more.

Topics: Construction Marketing Tradeshows Construction Marketing Strategy
5 min read

The Top Digital Marketing Events To Attend In 2020

By Olivia Atkinson on 05-Feb-2020 17:18:37

When it comes to training and expert knowledge you can never know enough. There are a variety of events held all over the world solely for marketers, informing them on the latest trends, tip and methods.

You could be doing things the longest way possible and you don’t even know it. By listening to the experts and having conversations with other people in similar roles you can work smarter not harder.

6 min read

SEO For Construction Marketing: What Are Header Tags?

By Rich Newsome on 29-Jan-2020 12:35:13

There are a ton of companies in the building products and construction industry who spend countless hours and thousands of pounds producing content and developing webpages that go unnoticed by Google.

You may hire an expert copywriter who writes beautifully but has little knowledge of your target audience.

You may spend thousands on a web developer who’s an amazing visual designer but knows very little about SEO.

And what are you left with? A website that acts as a product brochure (I’m aware that I’ve used this term several times).

This post will provide you with the tricks and hacks that’ll ensure you structure your blogs in a way that gets you noticed by Google, giving you the biggest slice of the pie.

Topics: SEO Construction Marketing Blogging Construction Marketing Strategy
5 min read

Construction Marketing Habits to Leave Behind In The 2010s - Part 2

By Olivia Atkinson on 28-Jan-2020 10:15:00

Following on from part 1 which featured ‘Not Talking About Ourselves’ and ‘Thinking Short Term’ are the next habits you should be leaving behind in the last decade.

A decade bring new trends and new ways of working. Although some have been around for a while sometimes people take a long time to see what’s the best thing to do.

5 min read

5 Reasons Why Your Building Products Site Isn’t Showing Up On Google

By Rich Newsome on 23-Jan-2020 14:00:01

There’s nothing more frustrating than your website not showing up on Google when you type in a particular keyword.

You spend so much time improving your website’s content; you’ve got an attractive website; you’re promoting your brand in the best light.

Yet, when you’re sat there, ready to rake in all the traffic…

Nothing happens. No increase. No ROI.

For construction marketers who are new to digital marketing, this can be disheartening. Fear not, however. There could be one of five reasons why you’re not finding your building products website on Google. This post aims to identify them.

Topics: Construction Marketing Construction Inbound Marketing Construction Marketing Strategy Social Media
5 min read

Construction Marketing Habits To Leave Behind In The 2010s - Part 1

By Olivia Atkinson on 22-Jan-2020 11:52:57

This blog runs through the marketing habits that should be left behind, a new decade brings new possibilities. You should use this milestone as a reason to re-evaluate your marketing efforts and let go of old tactics that continue to deliver disappointment.

Over the last decade it’s clear a lot has changed within the industry. Not only are we using mobile more than desktop but we also rely heavily on the internet for the majority of our answers, using the term ‘Google It’ daily.

9 min read

What Will Make Your Construction Content Marketing Stand Out In 2020?

By Rich Newsome on 15-Jan-2020 15:36:34

Want to make your construction content marketing stand out in 2020?

You’ve come to the right place.

As we enter into the new decade, we need to understand that the times are changing. So, before I break into a clichéd Bob Dylan quote, I’m going to share some key tips to make your construction marketing content stand out, increase specifications and win you the projects you deserve.

Topics: Blogging Construction Inbound Marketing Construction Marketing Strategy
8 min read

Insynth's Top 10 Blog Posts Of 2019

By Olivia Atkinson on 14-Jan-2020 08:45:00

2019 was another great year for the team at Insynth, it saw a few changes and additions to the team ensuring we continued blogging about everything and anything construction marketing related.

In total we wrote 135 blogs in 2019, including live blogging from HubSpot’s biggest event, Inbound. Throughout the year we covered SEO, social media, sales alignment, content marketing, email marketing and so much more specifically for the building products industry.

As a result we also created eBooks, guides and resources for you to download, check out our resources page to see.

We’re kicking of the new year by reflecting on which blog posts you liked the most.

5 min read

Construction Marketing Strategy: Outsourcing Your Content Creation

By Rich Newsome on 09-Jan-2020 09:15:00

There are so many opportunities to make your building products and construction website a content-rich beacon of information.

Our industry is full of content opportunities. Whether it’s BIM objects, technical specifications or product information, there's a lot of accessible information for our audience of architects, contractors and designers.

But, in the building products and construction industry, there’s an overlooked and neglected facet of content…

And it’s blogging.

A series of keyword-rich blogs can have the ability to drive substantial traffic to your website, increasing specification potential and placing you ahead of your competition.

Topics: Content Marketing Construction Marketing Construction Inbound Marketing Construction Marketing Strategy
5 min read

Digital Content Creator Olivia: 1 Year In Marketing For Building Product Companies

By Olivia Atkinson on 08-Jan-2020 12:05:53

Today marks a year since I stepped into the Insynth Marketing office and started my new journey, providing construction and building product companies with-not only marketing services-but expert knowledge and consultancy.

So how’s it gone? I’ll be reviewing what the last year has entailed and how I have learnt more in the last year than I have working in a B2B marketing department for just under 3 years and studying a 3 year University degree in Marketing, Advertising & PR.

Of course, my past experience acted as a great buffer for this position, but the last year is the first time I’ve experienced marketing done properly, seeing the impactful results generated by our inbound methods.

7 min read

Construction Marketing Strategy: New Year, New Me, New….MSPOT?

By Rich Newsome on 02-Jan-2020 12:32:00

You planned too much for 2019. There were specifications you didn’t get, money you didn’t make and goals you didn’t accomplish. Sound familiar?

In many cases, we find that this is largely down to a lack of strategy and focus.

So, why not kick-start 2020 with a new source of inspiration that creates focus and alignment for your team.

Topics: Construction Inbound Marketing Construction Marketing Strategy
6 min read

Life Lessons From My Sales Bootcamp Experience

By Will Morris on 24-Dec-2019 10:09:00

My Dublin visit to the HubSpot head offices was over. My brain felt comfortably loaded with the wealth of knowledge and training that I had undertaken.

Dan Tire, ‘The Boom Man’ as he is so affectionately known, had excelled himself. It had been a pleasure to be in the company of the individuals I admire most within the sales world.

As I sat in the window seat of Ryanair’s Boeing 737-800 aircraft, I wondered if this was how Bruce Lee felt when he first met IP Man.

It was fun. We worked hard.

But I knew the hard work had only just begun.

Topics: Sales Strategy
7 min read

Construction Marketing Strategy: Insynth’s Free Resources 2019

By Rich Newsome on 18-Dec-2019 10:30:00

As an inbound marketing agency that specialises in the building products and construction industry, one of our main aims is to educate our audience. Part of the ‘education’ process involves producing high-quality, free resources aimed at up-skilling your front-facing teams.

The resources that we’ve produced this year will be shared in this post.

Topics: Content Marketing SEO Construction Marketing Sales Strategy Construction Inbound Marketing Construction Marketing Strategy
12 min read

Social Media Marketing For Your Building Product And Construction Companies

By Olivia Atkinson on 17-Dec-2019 14:42:33

Social media can be a huge part of companies marketing efforts, contributing to brand awareness, increased traffic and lead generation. There is no one way that will work for every single company as they differ so much, especially in the building products sector.

However, there are best practises and techniques that have proven successful for companies in the past that we are sharing with you. To get an even deeper insight - download our definitive guide to social media.

Kick-start your marketing efforts, if you're feeling sceptical then trial a few suggestions, you've got nothing to lose.

Topics: Social Media
4 min read

Construction Marketing Strategy: What Is A Value Proposition?

By Olivia Atkinson on 13-Dec-2019 10:06:50

A value proposition is a promise of value to be delivered. It’s the main reason a prospect should buy from you and not your competitor.

Your value proposition is a cost vs. benefit equation that shows your prospect’s motivation.

Topics: Construction Marketing Strategy
6 min read

Construction Marketing Strategy: Segmentation Analysis

By Olivia Atkinson on 05-Dec-2019 16:27:46

Segmentation is often described as a foundational piece; a cornerstone of any marketing strategy.

Correctly segmenting your market can draw focus to where your sales efforts will have the best return. We take a deeper look into segmentation, why it’s important and how many segments you should have.

Topics: Sales Strategy Construction Marketing Strategy
6 min read

Construction Marketing Strategy: What Is The Role Of Marketing In 2020?

By Rich Newsome on 05-Dec-2019 15:37:04

Continuing with our series on construction marketing strategy, this post sets out to assess the current state of marketing within the building products and construction industry, and what you can do to ensure a successful and prosperous 2020… and beyond.

You’ll find many posts out there that talk about marketing in 2020, and you’ll no doubt be bombarded with buzzwords like KYC, Digital Marketing Transformation and insights-driven marketing.

These words all have their place in the marketing sphere, but they don’t necessarily resonate with the challenges that the building products and construction industry face. So, we’ll set out to assess the current state of marketing within your industry, allowing you to progress further and smash your goals.  

Topics: Content Marketing Construction Marketing Sales Strategy Blogging Construction Inbound Marketing Construction Marketing Strategy
5 min read

Construction Marketing Strategy: Identifying The Gap

By Olivia Atkinson on 29-Nov-2019 08:43:28

You’re sat in your annual directors meeting thinking how am I going to add £1million revenue in a year when your best sales guy has just left, a new company has entered the market and you’re putting prices up this year.

Worry not as it’s likely you’ve not identified your gap correctly. The term ‘gap’ is used throughout strategy meetings, gap in the market, gap research, performance gap and more.

Topics: Construction Marketing Strategy
7 min read

Construction Marketing Strategies: Why Inbound Works For Building Products

By Leigh Simpson on 28-Nov-2019 09:29:13

Post Grenfell, the attitude around specification has become more stringent and cautious, with legislators and specifiers alike demanding greater reassurance about the performance, safety and provenance from the materials that are being used in construction.

So how does this impact your construction marketing strategies and why does Inbound Marketing become the ideal method of adapting to this change?

Topics: SEO Website Design Construction Inbound Marketing Social Media Email Marketing
5 min read

Construction Marketing Strategy: How Much Should You Invest In Growth?

By Rich Newsome on 27-Nov-2019 16:29:44

For this post, I picked the brain of our CEO, Leigh Simpson, who shared his extensive knowledge and thirty-years' experience of helping businesses grow in the building products and construction sector. 

A lot of companies tend to underestimate (or wrongly estimate) their investment figures in order to achieve their goals. But, through a systematic, data-driven approach, you’ll be able to calculate realistic and achievable targets, allowing you to invest the correct capital in the correct places.

So, where do we start?

Topics: Construction Marketing Strategy
9 min read

Construction Marketing Strategy: What is TAM?

By Rich Newsome on 22-Nov-2019 09:55:14

How big is your market? Are you accessing a reasonable chunk of it? Is there room for development? These are all common questions that companies within the building products and construction industry often ask themselves.  

And there’s good reason for this. Last year, the construction products manufacturing sector consisted of 23,884 companies in the UK. With a market of this size, there’s a lot of competition 

Now of course, your market share will vary depending on your sector within the construction and building products industry, and this is where TAM comes in.  

TAM stands for Total Accessible Market and is a key strategy in determining market size and your potential for growth.  

Topics: Construction Marketing Construction Inbound Marketing Construction Marketing Strategy
3 min read

Be Part Of Our Upcoming Construction Marketing Blogs

By Leigh Simpson on 14-Nov-2019 16:38:56

We want your opinion of the marketing channels and resources you love and find most useful for promoting your building product brand.

We’re kicking off a series of blogs about building awareness amongst specifiers and installers in the building product space.  Rather than just giving you a bland overview of “what the experts say”, we thought it would be great to get your thoughts too.

To get featured, all you need to do is pick the blog, or blogs, that you want to be included in, follow the link and answer a couple of questions.  Leave us your website URL and Twitter/LinkedIn handle and we’ll drop a nice backlink into the blog for you and mention you in our social promotion.

We’re looking forward to you sharing your knowledge with our audience. Don’t be shy.

Topics: Sales Strategy Construction Marketing News Construction Marketing Strategy Social Media
5 min read

Construction Marketing: When’s The Best Time To Send An Email?

By Rich Newsome on 14-Nov-2019 11:32:14

It only takes one contractor to specify your products. But what is it that makes them choose your company? The chances are, these decisions will be based on reputation and presence.

A good reputation is something that we all strive for, but presence requires a few strategies to ensure that you stay at the forefront of your contractor’s minds.

One of the best ways to establish presence is through your regular content marketing efforts, and how these efforts feed into your social media and email campaigns.

Topics: Email Marketing
6 min read

SEO In Construction Marketing: Meta Titles And Meta Descriptions

By Olivia Atkinson on 13-Nov-2019 17:20:46

When it comes to optimising your site for search there are a number of things you can do, including keywords, image optimisation and much more.

One of the things that can directly affect click through rates are meta titles and meta descriptions.

Topics: SEO
5 min read

SEO In Construction Marketing: The Importance Of Analytics

By Olivia Atkinson on 08-Nov-2019 09:49:19

Data and analytics are the key to making sure you’re continuously improving your marketing tactics. You might be familiar with seeing your data presented in the form of a monthly report.

Google analytics (GA) is a free tool that every single company should be using to track performance of their companies website.

You may check it daily, weekly, monthly or even yearly. Ideally you need to be checking it at least once a week in case any problems arise.

Topics: SEO
6 min read

6 Email Newsletter Best Practices For Your Building Products Brand

By Rich Newsome on 07-Nov-2019 17:02:32

Email newsletters are one of the best ways to stay on top of your architects, contractors and specifiers’ minds.

However, getting it right requires thought and strategy. Follow some of these top tips that we apply to our clients to make sure that their newsletters are relevant and read-worthy.

Topics: Email Marketing
5 min read

8 Email Mistakes To Avoid For Your Building Products Brand

By Rich Newsome on 01-Nov-2019 12:29:39

Active email accounts are expected to hit 5.6 billion by the end of 2019, so it’s no wonder that email continues to stand out as the number one sales and marketing resource.

Considering its popularity, I’m sure architects, contractors and specifiers are experiencing a fair bit of noise in their inboxes, too. Therefore, the need to stand out is imperative.

So, how do we stand out?

For starters, avoid making the following mistakes which are sure-fire ways to ensure your emails end up in the spam folder.

 

Topics: Email Marketing
6 min read

Tales From The Oldskool Salesman: Embracing Change

By Will Morris on 30-Oct-2019 16:22:22

It was Autumn 2016. I was sat outside my CEO’s office awaiting the annual meeting to discuss next year’s targets.

All these thoughts were running through my head:

“Will we have new products?”

“Will I be able to hire the two new guys needed for my Sales team?”

“Have we achieved enough this financial year?”

 

Topics: Construction Marketing Construction Inbound Marketing CRM Construction Marketing News
4 min read

SEO In Construction Marketing: Monthly Reports

By Olivia Atkinson on 28-Oct-2019 10:19:26

If you already work with an agency of sorts you’ll probably be familiar with monthly reports. It’s a report you receive at the start of every month reflecting on the data from the previous month.

Monthly reports can include data such as traffic, page views, social media stats, engagement, rankings, domain authority, visibility, enquiries, PR, what’s been actioned that month and what’s to be actioned next month.

Topics: SEO
5 min read

SEO In Construction Marketing: Link Building

By Olivia Atkinson on 23-Oct-2019 12:20:45

Link building can and should be a vital part of your SEO marketing tactics for your building products brand. You may have been link building without realising the benefits it can have, or may not have a clue what it is or why it’s done.

This blog will explore the basics of link building and how it can benefit your marketing tactics when creating content.

Topics: SEO
4 min read

Email & Social Media For Your Building Products Brand

By Rich Newsome on 22-Oct-2019 16:56:00

I’m sure there have been times where you’ve thought, ‘social media or email marketing: which is better for my building products brand?’

Rather than arguing over which one is better, let’s look at how we can integrate email marketing and social media for a better customer experience.

Digital marketing is most successful when you adopt a holistic view as it helps you to build a brand image.

And we can’t stress enough the importance of presence. Being present in as many places as possible will ensure that your journey to success is easier, and you’ll be at the front of your architects and specifiers’ minds.

Topics: Email Marketing
5 min read

SEO In Construction Marketing: How To Create Content

By Olivia Atkinson on 18-Oct-2019 09:40:26

A big part of ensuring your website is optimised for search is the content you provide. Creating content gives your building products company the opportunity to become a thought leader in your specific sector.

This is not something you do once and its done but you continue doing to ensure Google is constantly recognising you as the expert on a specific topic/product/service.

SEO content is any content created with the goal of attracting search engine traffic.

Topics: SEO
5 min read

Measuring Your Building Products Brand’s Email Efforts

By Rich Newsome on 16-Oct-2019 11:41:33

As with every aspect of digital marketing, you need a process for tracking and measuring important metrics, and this is most definitely the case for your email marketing. After all, email continues to be one of the most important and effective marketing tactics.

We’ll aim to cover some of the key email metrics you should consider measuring. Bear in mind, however, that you’ll be measuring different metrics based on your individual goals.

And, of course, your goals will vary with your building products company over time.

Take note, because your sales team, managers and directors will want figures, return and results.

Topics: Construction Inbound Marketing Construction Marketing Strategy Email Marketing
6 min read

Different Kinds Of Email For Your Building Products Company

By Rich Newsome on 10-Oct-2019 10:40:23

Do you want to supercharge your email marketing strategy? If so, you need to understand the different kinds of email that you could (and should) be sending.

So let’s uncover the different types of email, and how they can work for your building products and construction brand.

Topics: Email Marketing
4 min read

SEO In Construction Marketing: Keyword Research

By Olivia Atkinson on 09-Oct-2019 14:35:59

Keyword research is the first step to optimising your website for certain keywords. Without effectively using keywords, how else can you ensure your website gets found on search engines?

Discover how to do keyword research and the how different types of keywords can generate different results.

Topics: SEO
6 min read

Construction Marketing: 5 SEO Myths To Leave Behind in 2019

By Olivia Atkinson on 03-Oct-2019 15:46:43

SEO can be confusing and a bit overwhelming, everyone has opinions on what they think's best practise. Below are 5 myths that should be left behind in 2019 for your building materials company.

Topics: SEO
4 min read

Automating Emails For Your Building Products Company

By Rich Newsome on 01-Oct-2019 13:00:00

As a building products manufacturer, you’ll undoubtably be looking for ways to save time. Enter: email marketing automation. Streamlining set features on autopilot ensures that your business stays relevant and your brand stays at the front of your architects’, specifiers’ and contractors’ minds.

Topics: Construction Marketing Strategy Email Marketing
4 min read

Google Turns 21: How Google Continues To Dominate Digital Marketing Tactics

By Olivia Atkinson on 27-Sep-2019 11:36:49

Today Google turns 21 years old. It’s hard to imagine a time when we didn’t look to the search engine for a query or question let alone relying on it for lead generation and business.

Google has changed the rules for marketing in the 21st century. 

Today innovators can disrupt markets by understanding how Google indexes content to put their brand at the top of serps and get found by anyone and everyone looking for the solutions they provide.

6 min read

Discover Just How Effective Visuals Are On Social Media With These 7 Stats

By Olivia Atkinson on 26-Sep-2019 16:34:42

Hopefully you’re aware of how impactful images and videos are from your own experiences on social media. However are you mirroring this when scheduling your social media for your company?

Understanding just how impactful visuals can be and how they increase conversion rates is key to ensuring you’re engaging with your target audience on social media.

Below are 7 stats on how visuals are received on social media and how they effect the viewers behaviour.

Topics: Social Media
6 min read

Growing Your Building Product Company’s Email List

By Rich Newsome on 24-Sep-2019 09:22:05

Getting positive email results firstly requires you to look at your email list. A new email marketing campaign won’t be effective if you haven’t built a list of recipients to get your messages, or you haven’t grown the existing list you currently have.

By creating an audience with an email list, you will have the opportunity to nurture and develop your prospects in a way that keeps them interested and engaged with your content.

After all, they’ve signed up for your emails. This means that they’ve expressed that first level of interest and are seeking your help for a solution. This makes selling what you’re offering a lot easier down the line.

Topics: Construction Marketing Strategy Email Marketing
6 min read

My Top 5 Highlights From Inbound 2019 In Boston

By Olivia Atkinson on 19-Sep-2019 10:32:57

As a team we made it a week together travelling to Boston for HubSpot's annual Inbound event. 

Each team member had a topic focus, weeks in advance we secured our seats at our chosen sessions. Each session was blogged live so you could gain from the same insights we did!

Below are my 5 highlights from the trip and what I've took away from the event.

5 min read

What I Learnt From My American Adventure

By Rich Newsome on 17-Sep-2019 10:05:12

It’s been a couple of weeks since the Insynth team returned from our visit across the pond. The main aim of our trip was to attend Inbound 2019: an annual sales and marketing conference that brings together industry leaders to deliver high-quality, educational sessions.

As you can imagine, I learnt a lot! You can read about my top five highlights here.

Topics: Blogging Construction Marketing News Inbound2019
4 min read

What I Learnt Whilst Visiting The USA

By Olivia Atkinson on 12-Sep-2019 15:39:01

The Insynth team visited Boston last week for the annual event called Inbound. It's a marketing event which features hundreds of speakers, ranging from experts in social media, content, SEO, sales, and so much more. It's held by HubSpot. 

Other than finding out everything you see in American films is real, such as the FedEx vans, the manholes in the streets that let out steam and the fact there are donut shops everywhere, I learnt a lot of interesting progressions within marketing and business.

Topics: Inbound2019
6 min read

My Top 5 Highlights From Inbound 2019

By Rich Newsome on 11-Sep-2019 09:49:06

I’m finally back in the UK after what has been an incredibly rewarding week in Boston, USA for Inbound 2019.

Inbound is an annual event that unites industry thought leaders in sales and digital marketing. With over 250 speakers, the Insynth team was able to learn from those most involved in reshaping the future of our industry.

And what better place to do it in? The USA: Home to the most innovative practices in sales and digital marketing.

Topics: Inbound2019
7 min read

Insynth @INBOUND19 - Social Media Marketing in 2019: What's Changed, and Why Your 2016 Playbook Is Broken

By Olivia Atkinson on 06-Sep-2019 18:41:44

Tell me if this sounds familiar: you're producing content, and regularly sharing everything on social media, but your engagement is down.

The network's new algorithms don't help, and you start thinking, "Social media is old news, I'm not putting more effort into this."

Truth is, social media isn't played out, the playbook you've been using since 2016 is. In this session, you'll learn how to reinvent your social media strategy for 2019 and beyond.

Topics: Inbound2019
2 min read

Live @Inbound2019  - You’ve Got Email: How to Scale Your Personalized Email Campaigns

By Rich Newsome on 06-Sep-2019 17:52:52

Email marketing continues to be the most powerful way to reach your target audience—90% of emails reach the correct consumer’s inbox, and 91% of consumers check email daily.

For marketers using a people-based email strategy (a strategy where the offers, messages, and frequency of communication are tailored to subscribers), the challenge is scaling effectively without sacrificing the personalisation that makes email work so well in the first place.

Topics: Inbound2019
2 min read

Live @Inbound2019 - Do This, Not That! The Best Practices for Email Marketing Campaigns That Drive Customer Engagement

By Rich Newsome on 06-Sep-2019 17:03:47

Jay’s Twitter: https://twitter.com/worldata

Jay Schwedelson, President and CEO of Worldata, goes through the top do’s and don'ts for email marketing campaigns.

Whether you’re a marketer for a B2C or B2B company, email campaigns are a must to support sales and drive customer engagement. But how do you stand out with your campaigns and ensure you’re “checking all the boxes?”

Topics: Inbound2019
2 min read

Live @Inbound2019  - Don't Just Create Content, Create Experiences!

By Rich Newsome on 06-Sep-2019 15:38:14

Dan’s LinkedIn: https://www.linkedin.com/in/dangingiss/

Dan’s Twitter: https://twitter.com/dgingiss

Dan's 20-year career has consistently focused on delighting customers, spanning multiple disciplines including digital customer experience, marketing, social media and customer service. He has held leadership positions at three Fortune 300 companies – Discover, Humana and McDonald’s.

Dan is the author of the book, ‘Winning at Social Customer Care: How Top Brands Create Engaging Experiences on Social Media’, a host of the Experience This! podcast and a regular contributor to Forbes. He is a recognized thought leader:

Topics: Construction Marketing Strategy Inbound2019
4 min read

Insynth @INBOUND19 - How We Grew HubSpot’s Monthly Organic Traffic by 3.2 Million In 1 Year

By Olivia Atkinson on 05-Sep-2019 23:31:55

Aja Frost, a Senior SEO Strategist at HubSpot discusses how their team grew organic blog traffic. Aja’s session includes the reveal of the exact strategies they used and how you can use them to grow search traffic.

Topics: Inbound2019
5 min read

Insynth @INBOUND19 - How To Become A Thought Leader On LinkedIn

By Olivia Atkinson on 05-Sep-2019 21:49:34

Ty Heath, the Global Leader for Marketing Solutions at LinkedIn, teaches B2B marketing, inbound strategy, social selling, content marketing as well as leadership, diversity and inclusion.

Topics: Inbound2019
3 min read

Insynth @INBOUND19 - How to Generate Revenue with Content Marketing

By Rich Newsome on 05-Sep-2019 20:25:06

Download content marketing guide CTA

 

Kelsey’s LinkedIn: https://www.linkedin.com/in/kelseymeyer1/

Kelsey’s Twitter: https://twitter.com/Kelsey_M_Meyer

One of the biggest concerns most marketers have today regarding their content marketing efforts is ensuring they're creating revenue for their company.

It can be difficult to identify the methods and forms of content that are actually turning a profit, or what you should be doing with your content to make sure you're meeting your revenue goal.

Kelsey Raymond, Co-founder and CEO of Influence & Co. shares her thoughts on the right strategy, the correct method for tracking revenue, and a tried-and-true process.

Topics: Inbound2019
2 min read

Insynth @INBOUND19 - How To Take Your Marketing From Good To Great

By Olivia Atkinson on 05-Sep-2019 20:04:14

How to Take Your Marketing from Good to Great

There are nearly endless marketing strategies to pursue, but it can feel nearly impossible sometimes to know if you’re on the right track or should consider another approach.

After all, even if your marketing is yielding good results, what if they could be even greater?

Topics: Inbound2019
3 min read

Insynth @INBOUND19 - Brand Story + Customer Journey = Your Marketing Power Equation

By Rich Newsome on 05-Sep-2019 16:49:52

Gabriela’s LinkedIn: https://www.linkedin.com/in/mgabrieladpereira/

Gabriela’s Twitter: https://twitter.com/DIYMFA

Contrary to popular belief, marketing is not about a snappy slogan, fancy algorithms, or complex design. As someone who must champion your company’s message, your job is to craft a story, a narrative that engages your audience.

Brand storytelling is an immersive experience between your customers and your product, and the best way to unleash this marketing superpower is through a multi-dimensional approach, combining your brand’s identity and your customer’s journey.

Topics: Inbound2019
2 min read

Insynth @INBOUND19 - How to Write Newsletters People Actually Want to Read

By Rich Newsome on 04-Sep-2019 22:15:45

Margo’s Twitter: https://twitter.com/margoaaron

The email newsletter is making a comeback. Tim Ferriss, Austin Kleon, TheSkimm, and others are seeing wild success from this channel, and yet in-house marketers and agencies remain SO BAD at newsletters.

Topics: Inbound2019
4 min read

Insynth @INBOUND19 -  7 Secrets To Content That Generates The Greatest Results, ROI and Lasting Impact

By Olivia Atkinson on 04-Sep-2019 20:33:26

 

Led by Marcus Sheridan, the web marketing guru, reveals 7 secrets to content that generates the greatest results.

Named 1 of 20 speakers you don’t want to miss by Forbes, Marcus will be sharing elements of what he calls ‘magical content’. A formula that’s been derived after analysing hundreds of the most successful case studies in the inbound space, and what they did to achieve such results.

Topics: Inbound2019
2 min read

Insynth @INBOUND19  - What's In a CTA? Tips, Tricks, & Statistics

By Rich Newsome on 04-Sep-2019 20:12:16

 

Topics: Inbound2019
2 min read

Insynth @INBOUND19 - The Inside Scoop: HubSpot’s Email Program

By Rich Newsome on 04-Sep-2019 20:02:06

Jordan’s LinkedIn: https://www.linkedin.com/in/pritikinjordan/

Topics: Inbound2019
2 min read

Insynth @INBOUND19 - How To Grow (Your Organic Traffic) Better

By Rich Newsome on 04-Sep-2019 19:56:06

Victor’s LinkedIn: https://www.linkedin.com/in/victorpan/

Topics: Content Marketing Construction Marketing Strategy Inbound2019
3 min read

Insynth @INBOUND19 - How To Future Proof Your Content

By Olivia Atkinson on 04-Sep-2019 17:16:07

As organisations and marketing departments we talk a lot about the future. The end result is we make our content dated, we’re here now.

Reflecting on the past and our shared culture truths, is the most efficient way for a brand to both tell its story and transcend our insane content ecosystem.

They reflecting on the past and they’re embracing our shared cultural truths.

Topics: Inbound2019
3 min read

Insynth @INBOUND19  - 5 Things You Need to Do to Create a Category.

By Leigh Simpson on 04-Sep-2019 16:28:04

Building a company is hard enough, but what if there's no clear market to launch into? That's the situation Gainsight CEO Nick Mehta found himself in when he joined the company that would become Gainsight in 2013.

Topics: Construction Marketing Strategy Inbound2019
5 min read

How To Convert Social Media Followers To Buyers

By Olivia Atkinson on 30-Aug-2019 10:03:53

Many companies struggle to justify time spent on social media as they can’t see a ROI.

Depending on your business, especially in the building materials sector it can be hard to see how social media contributes to your sales.

As the products are a higher risk due to price, the nature of the product and how long they can be booked in for with companies, social media is an opportunity to reassure.

Topics: Social Media
6 min read

5 Things A Building Products Manufacturer Could Write About

By Rich Newsome on 28-Aug-2019 19:50:43

Your words are golden on the web. The more you write around a topic, the more Google recognises you as a reputable source. Google’s algorithms dictate that your website will rank highly based on keyword usage, relevance, site design and other factors.

Google provides the highest quality, most relevant results based on the keyword(s) used by the searcher.

As a building products manufacturer who wants more traffic on your site, you need a secure content strategy that puts you in the best position to rank highly on search results.

Topics: Content Marketing Blogging Construction Marketing Strategy
4 min read

Why Education Is Important To Your Construction Marketing Strategy

By Olivia Atkinson on 22-Aug-2019 17:25:30

Training within your marketing team is just as important to how you educate your prospects and leads. To ensure you provide the best service you need to be in the know and up to date with the latest trends.

As technology advances all the time the key is to be aware of the opportunities available. This is to ensure that when the time comes for your services to advance you’re already aware of how it works.

Topics: Construction Marketing Strategy
3 min read

Getting Started with Sales Enablement

By Luke Monterosso on 21-Aug-2019 08:53:33

Searches for sales enablement has grown almost 50% over the last two years. Aberdeen found that 74% of high-performing organisations have strong sales and marketing alignment; a key aspect of sales enablement.

Although impressive statistics, correlation does not always imply causation. Many sales directors have invested in training, technology, and content that’s supposed to help their sales team perform at higher levels. The benefits don’t materialise or are marginal at best.

Why are some companies reaping the rewards while others feel like they’re pouring money down the drain?

We take a look at what sales enablement isn’t and how to get started with sales enablement that’ll actually be worthwhile for your team.

Topics: Sales Strategy
5 min read

Why You Should Be Measuring And Analysing Your Construction Content

By Rich Newsome on 15-Aug-2019 09:10:54

Colleagues want facts and figures. They want measurable and profitable results.

What evidence do you have that your content marketing efforts are successful? This information  will allow you to see if the content you’ve invested so much time on producing is actually working, and most importantly, whether it’s driving sales.

Topics: SEO Blogging Construction Marketing News Social Media
6 min read

How To Re-Purpose Blogs For Building Products Social Media

By Olivia Atkinson on 13-Aug-2019 15:47:19

If you’re actively creating content for blogs, you may struggle to find the time to create new content for social media too. When creating content, its quality over quantity so you might have spent a lot of your valuable time on writing a blog.

To ensure you get the most out of your blog content, below are a few tips on how you can re-use material to create social media posts.

Topics: Content Marketing Social Media
6 min read

5 Social Media Mistakes Your Building Products Business Might Be Making

By Olivia Atkinson on 08-Aug-2019 14:46:45

Normally its highlighted what you should do when it comes to social media rather than what you shouldn’t do. However most of you will resonate more with common mistakes that have turned into habits when promoting on social media.

If you don’t have the right strategy and plan your content on social media you risk alienating your audience.

Social media is a huge opportunity to engage and interact with your audience. If you don’t dominate the space within your specific sector then someone else will.

Topics: Social Media
6 min read

Create Less And Promote More Content For Your Building Products Company

By Rich Newsome on 06-Aug-2019 12:53:03

The Importance Of Content Promotion

Content promotion refers to the distribution of content through a variety of media channels. These include social media networks, blogs, emails, and live events, to name a few.

A common viewpoint shared by many is the notion that you should create less and promote more. We understand the weight of this argument. What’s the point, for example, in organising a birthday party without promoting it? No one would turn up.

Topics: Content Marketing Blogging Social Media
6 min read

Should You Re-Use Old Content In Your Building Products Company?

By Rich Newsome on 01-Aug-2019 09:00:00

Consistently Creating content takes time. In fact, most building products and construction companies attribute the fall in progress with content creation to lack of time.

Repurposing content allows you to extend the life and value of your content by changing it to serve a different purpose. For example, you could change a blog into a video. The message might be the same, but the channel or format through which it is consumed will be different.

Topics: Content Marketing SEO Blogging Construction Marketing News
6 min read

Social Media Content For Building Material Companies

By Olivia Atkinson on 30-Jul-2019 11:51:30

Social media is essential for the building product industry as the products can be a big investment.

It gives prospects another platform to get a feel for your company and an opportunity for companies to show why they're the experts in their field.

It can be a challenge to create content that's right for social media, read on to find out how.

Topics: Content Marketing Social Media
6 min read

5 Social Media Tips For Construction Marketing

By Olivia Atkinson on 25-Jul-2019 08:04:00

Unfortunately with social media there’s no one answer or technique that suits all companies. Successful social media campaigns vary due to a number of factors as well as the company itself and its target audience.

Specifically for the building products industry are 5 tips that contribute to having a successful social media campaign.

Read on to find out more...

Topics: Social Media
5 min read

Content For Construction: 6 Blogging Tips You Should Master

By Rich Newsome on 23-Jul-2019 09:00:00

To begin this post, I’d like to share some statistics that might surprise you:

Topics: Content Marketing Blogging Construction Marketing Strategy
6 min read

How To Promote Your Building Products Business On Social Media

By Olivia Atkinson on 16-Jul-2019 15:05:00

 

Social media can be a great platform to promote your business and its content. However people still have doubts about it. Social media isn't a fad or a phase and it continues to be a big part of companies marketing strategy.

This blog looks at 5 ways you can promote your building products business through social media. Read on to discover new ways of approaching social media and how you could increase engagement.

Topics: Social Media
6 min read

Construction Marketing: How To Improve Your Writing

By Rich Newsome on 15-Jul-2019 10:00:00

Getting words down on the page is step one. Getting your work published is a different matter. Quite often, your first draft will look largely different to your final piece.

During the editing and improving phase, you’ll be using it as an opportunity to cut out any unnecessary and irrelevant points that don’t support your core ideas and refine your language to be stronger and more action orientated.

Topics: SEO Construction Marketing Blogging Construction Inbound Marketing Construction Marketing News Construction Marketing Strategy
7 min read

Why Social Media Is Essential For The Construction Industry

By Olivia Atkinson on 11-Jul-2019 11:01:00

The first reason to be on social media is because its free. The only cost is time; having someone who manages it. You can invest in tech to make things easier but a lot of tools and schedulers are free to use anyway. As it’s free it means that everybody’s on it, which in turn means there’s a lot of competition.

Topics: Social Media
5 min read

Can Sales Enablement Work for My Building Product Brand?

By Luke Monterosso on 10-Jul-2019 08:49:45

Targets, pipelines, prospecting, closure rates, deal sizes, the list goes on. Your sales team has a lot of things to think about throughout the sales process. Sales enablement can feel like it’s adding to the overload of information, tactics and tools out there.

Fortunately, it’s very simple. It’s about making selling as easy as possible by providing salespeople with everything they need to move the sale forward.

Are customers frequently asking what similar projects you’ve worked on? Create a case studies section, by sector, on your website and now your sales team will now have a standardised document to share with customers.

Topics: Sales Strategy
7 min read

Construction Marketing: Becoming An Effective Writer

By Rich Newsome on 10-Jul-2019 08:29:47

Why Does Effective Writing Matter?

Words are the currency of the web. The words that people see are what prompts a decision. An action. With that being said, your content is what will make or break a decision to buy into your brand.

Topics: Construction Marketing Blogging Construction Marketing News
5 min read

Ranked: UK’s Top 51 Architecture Magazines  - 2019

By Leigh Simpson on 05-Jul-2019 11:45:00

The latest edition of the Insynth Digital Construction Media Guide – Architecture Edition has ranked and named the UK’s top 51 architectural magazines for 2019.

Using a proprietary algorithm, Insynth has ranked over 50 titles based upon circulation, social media following, domain authority, spam scores and other factors, to produce an independent and objective picture of which titles are most likely to support SEO and PR activity.

The guide is written to assist construction marketing professionals understand the effectiveness of various to their marketing communication plans, PR activity and online marketing strategy.  It’s also a valuable tool when negotiating rates.

Topics: SEO Insynth Grader Reports Construction Marketing Strategy
19 min read

Social Media: 50 Best Hashtags For Construction Marketing

By Olivia Atkinson on 04-Jul-2019 17:14:45

Using hashtags in construction marketing is a brilliant way of extending your reach and connecting with a wider audience on social media.

Insynth have been looking at ways to use hashtags and mentions in a post to fully optimise your content for social media platforms.

Read on to find out which hashtags are the best to use for construction marketing and building products promotion on social media.

Topics: Social Media
6 min read

What Is Really Happening to Your Marketing Content?

By Luke Monterosso on 04-Jul-2019 12:57:12

According to The State of Sales Enablement, 90% of marketing content goes unused by sales. Reps are often unhappy with what marketing is producing and create 40% of all enterprise content themselves.

Not only does this leave less time for sales teams to sell but also its wasting time and resources (through duplicated or unused content) in often an over-strained marketing department.

This issue frequently goes undetected, according to the same report the perception is that marketing creates 80% of content whereas, in reality, that figure is more like 30%. The remaining 70% is created by sales (40%), engineering (10%), services (10%) and other (10%).

Topics: Sales Strategy
5 min read

Generating The Best Content Ideas For Your Building Products Company

By Rich Newsome on 03-Jul-2019 10:23:58

You can’t (and shouldn’t be expected to) pluck ideas out of thin air. This expectation would be both unobtainable and unrealistic. That’s why you need to consider a way in which you can generate ideas that work for the benefit of you and your team.

Topics: Content Marketing SEO Blogging Construction Marketing News
5 min read

Why Use Sales Enablement for Your Building Product Brand?

By Luke Monterosso on 27-Jun-2019 15:53:55

What if everybody on your sales team understood the needs of your customer, the problems they face and how your company solves them? Better yet, what if they loved your solution, shared your vision and immersed themselves within your sector?

How do you bridge the gap between this idealistic view and reality? You need to support your sales team with processes, you need content, training and technology. How do you get these things?

Topics: Sales Strategy
8 min read

The Art Of Storytelling for your Building Products Company

By Rich Newsome on 25-Jun-2019 17:29:17

What Can You Expect From This Blog?

At this stage, you should understand what content is and how to implement a framework for content creation.

You have your blog titles and a time-frame in which to distribute them. Now, you’re tasked with actually writing the content itself. 

Topics: Content Marketing Blogging Construction Inbound Marketing Construction Marketing Strategy
4 min read

Planning A Framework For Content Creation In 6 Steps

By Rich Newsome on 20-Jun-2019 12:45:47

Let’s say you’re at the start of your journey when it comes to content creation and you’re wondering where to begin.

Topics: Content Marketing Construction Inbound Marketing Construction Marketing Strategy
6 min read

Social Media: What Drives Sharing Of Online Digital Content?

By Olivia Atkinson on 19-Jun-2019 17:10:31

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.

Topics: Social Media
6 min read

What Is Sales Enablement?

By Luke Monterosso on 19-Jun-2019 12:47:16

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.

Topics: Sales Strategy
6 min read

Top Social Media Marketing Strategies for Building Product Brands

By Olivia Atkinson on 13-Jun-2019 17:15:56

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.

Topics: Social Media
6 min read

What Is Content Marketing In The Building Products Industry?

By Rich Newsome on 12-Jun-2019 15:45:07

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 
Topics: Content Marketing Blogging Construction Inbound Marketing Construction Marketing Strategy
5 min read

Are Your Building Product Leads Sales Ready?

By Luke Monterosso on 11-Jun-2019 14:21:51

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.

Topics: Sales Strategy
4 min read

Has Google's June Core Update Hurt Your Rankings?

By Leigh Simpson on 07-Jun-2019 10:55:41

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.

Topics: Content Marketing SEO
5 min read

Marketing Metrics: A Simple Guide To Brand Awareness

By Rich Newsome on 07-Jun-2019 08:42:06

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.

Topics: SEO Construction Marketing Strategy Technology
5 min read

5 Tactics to Shorten Your Sales Cycle

By Luke Monterosso on 07-Jun-2019 08:39:36

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.

 

Topics: Sales Strategy
2 min read

Back to School for Rich

By Rich Newsome on 31-May-2019 11:25:11

As more building products and construction companies become more educated on the inbound marketing methodology, Insynth is pleased to welcome our new Digital Content Marketer, Rich Newsome to the ever-growing team.

Topics: Construction Marketing News
7 min read

What Is Lead Nurturing?

By Olivia Atkinson on 30-May-2019 15:30:09

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.

Topics: Sales Strategy Construction Inbound Marketing Construction Marketing Strategy
6 min read

Look for These 3 Red Flags in Your Google Analytics Data

By Luke Monterosso on 29-May-2019 10:20:47

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.


Topics: SEO Website Design
7 min read

4 Social Media Techniques That Are Dominating 2019

By Olivia Atkinson on 24-May-2019 11:24:20

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.

Topics: Construction Marketing Strategy Social Media
6 min read

Growth Driven Website Design vs Traditional

By Luke Monterosso on 24-May-2019 09:38:27

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.

Topics: SEO Website Design
6 min read

Using Dashboards To Increase Sales

By Leigh Simpson on 17-May-2019 11:19:10

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.

Topics: Sales Strategy CRM Technology
7 min read

9 Tools to Help Your Sales Team Succeed

By Luke Monterosso on 17-May-2019 10:37:46

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. 

Topics: Sales Strategy Technology
7 min read

5 Signs Your Website Design Is Costing You B2B Leads

By Olivia Atkinson on 14-May-2019 10:40:07

 

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.

Topics: Construction Marketing Website Design
6 min read

Will Ad Block Eventually Kill Online Advertising?

By Olivia Atkinson on 10-May-2019 11:45:07

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.

Topics: Construction Marketing Strategy PPC
6 min read

What To Ask When Hiring a Digital Marketing Agency

By Luke Monterosso on 09-May-2019 17:39:53

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:

Topics: Construction Marketing Construction Marketing Strategy
6 min read

Are You Hooked on PPC Advertising?

By Luke Monterosso on 03-May-2019 11:48:13

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.


Topics: Content Marketing PPC
7 min read

Make Your Blog More Attractive With These 7 Visuals

By Olivia Atkinson on 02-May-2019 17:26:41

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.

 

Topics: Content Marketing
5 min read

Attributing Construction Marketing to Leads and Sales

By Luke Monterosso on 26-Apr-2019 11:56:43

 

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?


Topics: CRM Construction Marketing Strategy
6 min read

How To Optimise Your Frequently Asked Questions Page

By Olivia Atkinson on 26-Apr-2019 11:48:16

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.

Topics: Content Marketing Construction Inbound Marketing
5 min read

Is Sales Wasting Construction Marketing Leads?

By Luke Monterosso on 23-Apr-2019 13:39:54

A lot of time, effort and money is spent on gathering construction marketing leads each year. For building product companies, this may be 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.

Topics: Sales Strategy
8 min read

7 Reasons Why Content Marketing Helps Building Product Sales Teams Succeed

By Leigh Simpson on 18-Apr-2019 09:01:04

 

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.


Topics: Content Marketing Sales Strategy
6 min read

Construction Marketing: Proven Content Strategies - Part 2

By Olivia Atkinson on 17-Apr-2019 16:44:21

 

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.

Topics: Content Marketing Construction Marketing Strategy Social Media
6 min read

Construction Marketing: Proven Content Strategies - Part 1

By Olivia Atkinson on 16-Apr-2019 17:07:52

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.

Topics: Content Marketing Construction Marketing Strategy
6 min read

Is Print Advertising Dead In The Construction Industry?

By Olivia Atkinson on 12-Apr-2019 09:01:18

 

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.

 

Topics: Construction Marketing Strategy
6 min read

What Architects Want: The Key Content Your Website Needs

By Luke Monterosso on 11-Apr-2019 17:05:55

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.

Topics: Content Marketing Construction Marketing Website Design
5 min read

Building Product Directories Should Be Part Of Your Content Plan

By Olivia Atkinson on 08-Apr-2019 16:59:02

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.

Topics: Blogging Construction Marketing Strategy
6 min read

How Can I Use Live Chat for My Building Product Business?

By Luke Monterosso on 05-Apr-2019 08:45:31

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.

Topics: Website Design Technology
6 min read

7 Ways You Can Use Video Email for Building Product Sales

By Luke Monterosso on 03-Apr-2019 12:46:59

 

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. 

Topics: Technology Video Creation Email Marketing
6 min read

Beyond Digital: Growing Your Building Products Brand

By Olivia Atkinson on 29-Mar-2019 15:32:47

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.

Topics: Content Marketing SEO Construction Inbound Marketing Technology
6 min read

10 Vital Trust Signals Your Website Might Be Missing

By Luke Monterosso on 27-Mar-2019 16:57:44

Did you know 92% of B2B buyers are more likely to purchase after reading a trusted review?

Topics: SEO Website Design
6 min read

Construction Marketing Tips: How To Optimise Images For SEO

By Olivia Atkinson on 21-Mar-2019 12:02:13

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…

Topics: SEO Construction Inbound Marketing Construction Marketing News
4 min read

What Is Blogging And Why Is It Important For Building Material Businesses?

By Olivia Atkinson on 20-Mar-2019 09:17:11

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.

Topics: Content Marketing Blogging Construction Marketing Strategy
5 min read

Construction Content Marketing: Getting Your Keyword Strategy Right

By Leigh Simpson on 13-Mar-2019 12:15:00

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.

Topics: Content Marketing Blogging Construction Inbound Marketing
4 min read

What Is a Secure Socket Layer and Why Should You Care?

By Luke Monterosso on 12-Mar-2019 11:40:27

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)

Topics: SEO Technology
4 min read

Sales Enablement: Overcoming Your Fear Of Cold Calling

By Luke Monterosso on 11-Mar-2019 09:34:00

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. 

Topics: Sales Strategy
5 min read

Marketing Tips: Automate And Humanise Your Construction Marketing

By Leigh Simpson on 07-Mar-2019 15:39:44

 

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?

Topics: CRM Technology
4 min read

The Good, The Bad and The Ugly – My Pipeline Generation Bootcamp Experience

By Luke Monterosso on 06-Mar-2019 10:06:00

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.

Topics: Sales Strategy
4 min read

Your Futurebuild 2019 Tradeshow Checklist

By Luke Monterosso on 04-Mar-2019 09:19:10

Attracting over 26,000 visitors and 500 exhibitors, Futurebuild 2019 in London is a much-anticipated event for the construction industry.

Topics: Sales Strategy Construction Inbound Marketing Tradeshows
1 min read

New Construction Marketing Resources Available

By Leigh Simpson on 28-Feb-2019 09:17:05

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.

Topics: Construction Inbound Marketing Insynth Grader Reports Construction Marketing Strategy
5 min read

Content Marketing Tips For Building Materials – Part 2

By Olivia Atkinson on 27-Feb-2019 16:28:03

Part one discovered the importance of strong storytelling, communication and how a good online presence is imperative for the building materials sector.

Topics: Content Marketing SEO Construction Inbound Marketing Technology