Construction Sales Tips: Mind The Gap - Selling With Silence

By Leigh Simpson on 30-Nov-2018 11:45:00

One of the first things  that you’re taught in sales is that you have two ears and one mouth and to use them in that order.

However, you shouldn't use your mouth at all at crucial points in your sales conversations

Learn how silence can unlock a sales opportunity and when to use it.

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Luke Joins Insynth To Help Building Products Companies Grow Sales & Succeed

By Abby Buchan-Howard on 29-Nov-2018 10:45:46

To further our mission to bring inbound to the construction industry, Insynth Marketing are thrilled to introduce Luke Monterosso, who joins the team as a Business Development Manager. 

Luke is responsible for growing their client base by introducing sales & marketing professionals from the building products industry to the Inbound philosophy.

Read on to find out more…

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Readability Ranks: The Score You Didn't Know You Needed

By Abby Buchan-Howard on 21-Nov-2018 12:17:28

Google is always looking for good content. It wants to give the user the best experience and puts the best content at the top.

Content that’s easy to read is useful to the reader. It’s more likely to be on page one of Google and has a higher chance of being found online.

One of the best ways to do this is to write content for a wide audience.

Read on to find out more…

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Why Your Rankings Are Always Changing And How To Win

By Abby Buchan-Howard on 19-Nov-2018 10:00:00

Google algorithms are constantly developing. Their ever-shifting nature has created a dynamic space where competition is fierce to achieve and maintain top positions on search pages.

This constantly changing landscape of Google algorithms has a created what can sometimes feel like a hostile environment. Content creators and SEO experts are constantly having to adapt their strategies to maintain the top positions on Google or to climb the rankings on their keywords.

Let’s look more into the volatility of Google’s constantly changing set of rules…

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Construction Marketing Strategy: Chasing Growth - Are You Insane?

By Leigh Simpson on 16-Nov-2018 11:45:00

Growth.  It’s compelling, alluring and addictive.  It’s also tough.

It’s getting harder to generate more leads, win more customers, up-sell, cross-sell, increase market share and make more profit using the tactics that were so successful just a few short years ago.

It was Einstein who famously said, “insanity is doing the same thing over and over again and expecting different results”.

So, is your reluctance to alter your approach, tactics and mindset in your quest for increased growth madness?

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What The Best Content Writers Are Doing To Achieve Top Google Rankings

By Abby Buchan-Howard on 15-Nov-2018 13:48:36

Google algorithms are always changing. Their constant state of flux is directly related to our changing habits when searching online.

With 200 factors being analysed, picking a starting point for construction marketing can feel daunting.

Insynth have been blogging about how you can write content that conquers Google’s algorithms to help you win the top positions.

Read on to find out more…

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Are You A Storyteller Or An Opera Singer?

By Abby Buchan-Howard on 07-Nov-2018 11:00:00

Are you a storyteller or an opera singer?

This might seem like a strange question but stick with us.

Here are Insynth, we’ve been learning about content writing, and how working in the style of either an opera singer or a storyteller can impact on the reader’s perception of you.  

Keep reading to find out more…

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Creating Short Forms For Lead Generation

By Charlotte McCormac on 05-Nov-2018 13:30:00

When researching or shopping for building products online, we’re often faced with sign-up forms: Sign up to learn more, to access downloads, to create an account that will make your shopping experience easier.

Sometimes these forms are simple: they take seconds to complete because they’re short, clear and user-friendly.

Other times, they require information that we don’t know off the top of our heads, we’re not sure exactly what certain forms are asking for, or they’re just so long that we don’t have time to complete them.

This is when we revert back to the Google homepage and look elsewhere.

People don’t like parting with their personal information at the best of times, and if your forms ask for too much too early in the buyer’s journey, your website visitors are likely to find what they’re looking for on a different website.

This leaves you with limited leads, limited customers and essentially, limited sales.

But, with short forms, your conversion rates will soar.

Let’s think carefully about what information you really need from your website visitors when they first sign up for something on your building products website.

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How A.I Can Deliver First Class Customer Service Every Time

By Leigh Simpson on 05-Nov-2018 10:00:00

Positive customer experience is vital for referrals and maximising life time value from your customer relationships.  However, one of the biggest challenges any business faces is keeping customers happy and being consistent in the way we deal with customer challenges and needs. 

Unhappy customers can spread their dissatisfaction quickly with social media. But, a delighted client can be the most valued influencer in attracting new customers. 

Discover how A.I. can help you improve customer experience, build your brand reputation and grow your business. 

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What Google Looks For When Ranking Your Website

By Charlotte McCormac on 01-Nov-2018 09:41:00


The websites ranked at the top of Google listings are the sites that Google deems most relevant and trustworthy for search enquiries.

If your website ranks below the first few results, visitors are unlikely to click through to your page – and if you’re not on the first page of results, you can pretty much guarantee that no-one will scroll far enough to find you.

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Using Heatmaps To Improve Engagement

By Abby Buchan-Howard on 31-Oct-2018 14:08:13

In content marketing for construction, having a strong understanding of how prospects are interacting with your content can be an invaluable asset when structuring your website.

Heatmaps provide a valuable insight into which pieces of content are working best for you and can demonstrate where prospects are most engaged on your website.

Insynth is pleased to introduce heatmapping to our construction marketing services. Read on to find out more…


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Microsoft Future Decoded Conference: Keynote Speaker Cindy Rose

By Leigh Simpson on 31-Oct-2018 11:48:18

Kicking off this year's Microsoft Future Decoded event in London is Cindy Rose.

Cindy is the CEO of Microsoft UK. The event takes place at the ExCel Exhibition Centre at the Victoria Docks in London. The two day event covers a range of technological topics from A.I. to using the cloud and building trust around it. 

Read on to find out what Cindy's keynote speech was all about...

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See What Visitors Are Doing On Your Website

By Charlotte McCormac on 31-Oct-2018 10:12:00

Do you know what website visitors are doing when they’re on your site?

If they’re not converting, why not?

There’s always a reason why a visitor decides not to buy your product, download your guide, or book a meeting.

With Insynth’s technology, you can track user behaviour, identify the reasons why visitors aren’t converting and make an informed judgement about how to adapt your website for the next visitor’s conversion.

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How To Use Form Analytics To Maximise Conversion

By Charlotte McCormac on 30-Oct-2018 09:42:22

Well-designed online forms convert website visitors into leads, which is why they should be core to your building product brand’s lead generation strategy.

Once a visitor provides their details, it’s important to nurture them throughout their buying process until a sale has been closed and you’ve exceeded their customer service expectations.

But you can’t close sales unless your forms are generating high-quality leads. Here are the tips and tricks you need to use form analytics to ensure that the forms on your building products website convert successfully.

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Why Original Construction Photography Triumphs Over Stock Images

By Abby Buchan-Howard on 26-Oct-2018 11:30:00

In construction marketing, visual images can make a substantial difference to the impact that your content has one your readers.

Including them in your blog posts, website copy and social media posts can draw the eye of your readers and boost your traffic through the improved levels of engagement.

Original photographs are always more successful than stock images. Read on to find out why…

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4 Things That Architects Hate On Building Products Websites

By Charlotte McCormac on 25-Oct-2018 08:30:00

So, you’re a building products manufacturer with a website that clearly displays all your construction products, but you’re just not getting specified by architects, and you’re wondering why.

Is it possible that you’re guilty of the four pet hates of architects?

It’s time to find out.

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Success For Contour: Insynth Client Winning Top Google Rankings

By Abby Buchan-Howard on 22-Oct-2018 10:41:40

Contour Heating, a heating solutions manufacturer based in the West Midlands, has been working with Insynth to boost their Google rankings and site visibility and to produce content that helps them to stand out from the crowd in the HVAC community.

After less than one year of working with us here at Insynth, Contour Heating now hold multiple number one spots on Google rankings and have the highest site visibility over all their main competitors!

Impressive right? Read on to find out more!

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Rescue Your Sales Team: Saving Time To Maximise Productivity

By Abby Buchan-Howard on 18-Oct-2018 10:07:32

Did you know that you could be losing business because your sales team are wasting their time on tasks that don’t involve selling?

Scary right?

Over half of a sales person’s time is spent not selling to your customers. Your building products company could be losing business as a result.

Read on to find out more about Insynth’s examination of how sales team’s time is being misplaced.

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Beyond Digital: A Seminar To Grow Your Building Products Brand

By Charlotte McCormac on 16-Oct-2018 14:27:59

Today, Insynth met with marketing and sales executives from construction companies across the UK for a seminar hosted by CEO, Leigh Simpson, on transforming digital marketing strategy for business growth.

Sponsored by Barbour ABI, Insynth's seminar gave insights into content marketing, promotion, video, SEO and ever-evolving technology, sparking conversation amongst guests. 

Here's an overview of today's digital marketing lessons.

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CIMCIG Event Review: Independence, Trust & Modern Media

By Leigh Simpson on 09-Oct-2018 10:38:42

Billed as a ‘Question Time’ style debate, the CIMCIG evening focused on the role that traditional UK construction media plays in an age of social and content marketing, and which, if any, media can you trust.

What did we learn?  Which media channel is right for your audience? What will publishing look like in 10 years’ time? Who can be trusted in the age of ‘fake news’?

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How Professional Photography Helps Architects To Specify

By Abby Buchan-Howard on 05-Oct-2018 10:45:26

In an industry driven by expectations, professional photography for construction marketing is more important than ever.

High-quality images of completed building projects or developments-in-progress make up a portfolio of success to show to prospective clients who can meet their needs.

Insynth have been working alongside Paul Scott of Front Elevation to discuss why professional photography is so important and the impact that it is having on Paul and his clients.

Read on to find out more…

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Why Blogging Is Like Growing An Orchard

By Charlotte McCormac on 04-Oct-2018 09:24:08

Recently, we to spoke a company that had tried content marketing and had given up after a couple of months.  They’d written a handful of blog posts, but once the blog posts were live, nothing happened.

They didn’t gain any leads and their traffic barely increased.  The company concluded that no-one was interested in reading their blog posts.

But questions exist around every topic.  Humans have an innate curiosity; they want to know why, and then, they want to know how.

If your blogging strategy isn’t consistent and optimised to answer your prospects’ questions, it might seem that no-one’s interested in reading your content.  But, if you blog for your construction market, there’s always ways to bring traffic to your building products website, attract leads and maximise sales.

Blogging, when done right, can work for everyone.  

Insynth explained to the company that a few unconnected blog posts aren’t enough.  To drive results, they need to treat construction blogging like growing an orchard.  Just as trees in an orchard need consistent nurturing to be healthy, blog content needs to be gradually built up to drive traffic.

Here’s how you can grow blogging as part of your construction content marketing strategy to reap the fruits of your labour.

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Top 10 Things Architects Want On Building Product Websites

By Charlotte McCormac on 28-Sep-2018 11:37:16

As construction marketers, Insynth often work with building product manufacturers whose aim is for their products to be specified by architects, consultants and engineers. 

But, all too often, building product manufactures aren’t sure what architects are looking for.

They tend to ask us the same question:

‘What content should be included on our website to appeal to architects?’

Insynth have conducted research with architects to establish exactly what they are looking for on a building product manufacturer’s website.

Contrary to common misconception, your website design doesn’t need to be a glossy marketing brochure.  Architects are looking for clear, concise information that gets straight to the point. 

Architects are looking for information and inspiration.

Here are the 10 main things that architects are looking for when they land on your building products website.

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First-Class Content Marketing: Abby Buchan-Howard

By Charlotte McCormac on 24-Sep-2018 09:57:00

Insynth are delighted to congratulate in-house Digital Content Marketer, Abby Buchan-Howard on graduating from the University of Wolverhampton with a first-class degree in Creative & Professional Writing and English.

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Construction Marketing 2030 - Are You Prepared For The Future?

By Leigh Simpson on 20-Sep-2018 10:55:31

Just as Amazon has created turmoil in high street retail, Apple disrupted the music industry and Facebook changed the way we keep in touch, new technology, most of which is becoming available now, is about to change the way we do business in Construction.

Is your business going to be the next Blockbuster – killed by an obsolete business model, or will you be the Netflix of building products, taking action now to take advantage of the disruptive potential of AI?  It's time to incorporate this new technology into your construction marketing strategy.

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INBOUND 2018: What Could You Learn?

By Charlotte McCormac on 14-Sep-2018 13:44:19

As 3 of over 24,000 attendees from just one of 110 countries involved, Insynth travelled to the USA for the 2018 INBOUND conference: three days of keynote and breakout sessions, brimming with learning, inspiration and connection.

Hosted by HubSpot, the Inbound sessions covered everything from content tricks, to SEO techniques, to the neuroscience of engagement.

We're ready to offer the secrets uncovered at the conference for our clients. 

Below, you'll find links to our live-blogs of sessions that will help you to meet your marketing goals.

Each category of Inbound sessions brings a wealth of new, inspirational tips that are designed to help your building products company grow better.

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Insynth Subscriber Offer: Exclusive Discount For Sales Specification Training!

By Abby Buchan-Howard on 14-Sep-2018 11:22:47

Insynth have teamed up Competitive Advantage to offer an extended early-bird discount to our blog subscribers for their one-day course on “Creative Demand Through Specification”!

Read on to find out more about this training and how you can get an exclusive discount...

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Live @ #INBOUND18: Moz + Hubspot = SEO Mastery at the Pace of Google

By Abby Buchan-Howard on 07-Sep-2018 18:28:07

Hosted by Sarah Bird, SEO Mastery focused on how to use Moz to master the fast-paced world of SEO and keep up to date with Google’s working along the way.

The session also focused on finding out how your company compares to the competition in search results and the best topics to get that coveted “position zero”.

Topics: SEO Inbound2018
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Live @ #INBOUND18: Is The Keyword Dead? The New Role Of Intent In SEO And Content Marketing Success

By Charlotte McCormac on 07-Sep-2018 18:27:46

With the rise of voice search and evolving Google algorithms, many are beginning to question whether keywords are still important in the modern world.

Since one piece of content can rank for a range of keywords, the focus is on quality, not quantity. The focus should no longer be on keywords, but on key topics.

Here's how you can keep your keyword research and SEO strategies alive in the context of modern search.

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Live @ #INBOUND18:How To Get Started With Conversion Rate Optimisation on Your Website

By Abby Buchan-Howard on 07-Sep-2018 16:19:49

Hosted by Pamela Vaughn of HubSpot, How To Get Started With Conversion Rate Optimisation was an Inbound 2018 session focused on sharing the skills needed to use content marketing for the purpose of conversion rate optimisation.

This goal was to learn how to increase lead generation and traffic to your site through the production of fully optimised content that will encourage visitors to convert when they come to your website.

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Live @ #INBOUND: Video Curation In 20 Minutes For The Aspiring Content Marketer

By Charlotte McCormac on 07-Sep-2018 16:10:27

90% of customers say that video helps them make buying decision and 65% say that seeing video makes them more likely to buy.

Here's how you can make brand videos with next to no cost to increase your sales in under 20 minutes, maybe under 10, and just possibly, under 5.

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Live @ #INBOUND18: A Keynote Session With Scott Harrison

By Charlotte McCormac on 07-Sep-2018 14:47:24

Scott Harrison opened the final day of the 2018 Inbound conference with his inspirational story about changing his life to bring good to others.

Scott talks about how you can change your story to change your life - and the lives of others - and this applies to business too.

Through Scott's organisation, Charity: Water, millions of lives have been saved through the provision of safe drinking water. You can save lives too.

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Live @ #INBOUND18: Principles Of Viral Content

By Charlotte McCormac on 06-Sep-2018 22:22:54

How do you create content that sticks in your audience's minds?

How do you leave your readers with questions?

How can you tell compelling stories?

These are the questions that Nadya Khoja answers in her 2018 Inbound Conference session. With her answers, you too can create viral content.

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Live @ #INBOUND18: Conquering Consistency: Tools & Tactics to Become A Prolific Blogger, Podcaster & Broadcaster

By Abby Buchan-Howard on 06-Sep-2018 22:18:37

Hosted by Colin Gray, Conquering Consistent Tools & Tactics, was an Inbound 2018 session about learning to use podcasting as part of a wider digital marketing campaign and how to apply the tools learned throughout to the product of amazing content for everybody to consume.

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Live @ #INBOUND18: Reading Visuals To Write (Right) Stories

By Abby Buchan-Howard on 06-Sep-2018 21:23:30


Hosted by David Hooker, Reading Visuals To Write (Right) Stories focused on teaching marketers how to use visuals to tell stories about their brand in a readable and exciting way.

The Inbound 2018 session was aimed at marketers wanting to produce visual content that tell stories and send messages that audiences and customers can engage with and enjoy.

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Live @ #INBOUND18: Content Remixing - How To Succeed At Content Marketing Without Creating Anything New

By Charlotte McCormac on 06-Sep-2018 21:06:55

'The hard part isn't coming up with ideas. It's picking the best ones' - Brittany Berger

Quality isn't about the number of blog posts that you publish. It's about the number of qualified leads that you can generate from compelling content.

Here's how you can remix and re-purpose content strategically to generate leads without constantly running on the hamster wheel of content creation.

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Live @ #INBOUND18: Contagious Content: 7 Key Steps To Creating Content That Move The Sales And Marketing Needle

By Abby Buchan-Howard on 06-Sep-2018 20:30:12

Hosted by Marcus Sheridan at the Inbound 2018 conference, Contagious Content was all about how to understand your buyers and to ensure that your content is answering the questions that they need answering in order to get them to come on board with your brand. 

The aim of the talk was to takeaway the ideas and steps needed to move your content marketing process forward so that the sales AND marketing needle starts to shift for your company. 

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Live @ #INBOUND18: Powerful Storytelling Techniques That Influence Action

By Charlotte McCormac on 06-Sep-2018 19:52:12

'Your actions are a huge part of your story' - Lisa Gerber

Humans are wired for stories. We don't remember statistics; we remember how we felt when he heard hard-hitting, emotional stories.

But telling stories takes work, thought and time if you want to connect with your audience.

Here are the powerful techniques that you need to implement for your stories to resonate with your readers and generate leads.

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Live @ #INBOUND18: Not So Sexy Marketing - Building Creative Campaigns For Complex Or Cliche Products

By Charlotte McCormac on 06-Sep-2018 18:30:20

'Customers are people first and buyers second.' - Patrika Alis Cheston

No matter what your product is, you're marketing to customers. Even for 'boring' products, people care about their experience with your brand.

Focus on meeting the need instead of selling the product. 

Here's how you can make sure you're always talking your customers' language.

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Live @ #INBOUND18: How To Get Media Famous (Without Even Trying)

By Charlotte McCormac on 06-Sep-2018 17:26:33

Are you regularly blogging? Updating your social media accounts? Emailing your leads?

And are you often featured in newspapers, magazines and other media outlets?

No? There are so many uncovered methods of getting press coverage for your company. And it's all about getting credibility to gain authority in the marketplace.

But remember, 'you can't be vanilla if you want to engage with the press' - Janet Murray.

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Live @ #INBOUND18: Lessons Learned In Viral Marketing

By Abby Buchan-Howard on 06-Sep-2018 17:17:45

Hosted by Nathan Rawlins at Inbound 2018, Lessons Learned In Viral Marketing focused on giving insights into the highs and lows that come with viral marketing. Rawlins, who has experienced the force of viral marketing from both of these sides, hosted the talk  at Inbound to share his insights. 

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Live @ #INBOUND18: How To Create Relevant Videos (That Your Customers Won't Skip) With Native Content

By Abby Buchan-Howard on 06-Sep-2018 16:20:50

Hosted by Frank Maguire at Inbound 2018, Head Of Marketing Development for Sharethrough, How To Create Videos was all about the importance of video in a world where it is becoming one of the most consumed medias out there. The insights gained today will be being applied to Insynth’s marketing strategy moving forward!

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Live @ #INBOUND18: Google Snippets and SEO - How a Tiny Piece of Content Is Radicalising The SEO Game

By Charlotte McCormac on 06-Sep-2018 16:10:48

'Create content that deserves to rank' - Adam Piotrowski.

When people search online, they're looking for quick answers. 

They don't want to scroll for information.

When there isn't a featured snippet, searchers may look at the first few results. But featured snippets take up the same room as around 3 search results, so viewers are unlikely to scroll any further when one appears at the top of their page.

Featured snippets currently only appear in around 12.2% of search results, and when there is a featured snippet, only 19.6% of people will click on results beneath the snippet.

This means that there's plenty of room to win featured snippets, and when you do your website traffic will soar.

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Live @ #INBOUND2018: Keynote Speaker- Shonda Rhimes

By Abby Buchan-Howard on 06-Sep-2018 15:19:11

Shonda Rhimes, writer of the hit TV series Grey's Anatomy, opens Thursday at Inbound 2018 with her keynote speech on performance, writing and her career. 

Rhimes's company; Shonda Land is now teaming up with Netflix to exclusively produce content for that platform. Her talk about Inbound is focused on her career and time on set of Grey's Anatomy and how the production process have influenced her work moving forwards

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Live @ #Inbound18 - HubSpot Product Announcements

By Leigh Simpson on 06-Sep-2018 13:11:10

The pace of innovation and new features in the HubSpot ecosystem is mind blowing.  Since Inbound 17 there have been more changes than I can keep track of and every week there is a new feature to impress.

Learn about the big changes to the suite that were announced at the Inbound 2018 conference, and how these could help you supercharge your business growth.

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Live @ #INBOUND18: Secrets To Search Dominance Revealed

By Abby Buchan-Howard on 05-Sep-2018 21:49:51

Hosted by Maryna Hradovich of SEMrush, Secrets To Search Dominance is an Inbound 2018 session about teaching marketers to ensure that their content is always optimised for SEO and positioned to dominate search results across the internet.

With Maryna’s techniques being applied, marketers learnt how to make sure that they can stay one step ahead of the competition.

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Live @ #INBOUND18: The Unrelenting Value of Narrative Elements - Tying Stories to Your Inbound Approach

By Charlotte McCormac on 05-Sep-2018 21:45:00

'Create journeys fuelled by an undercurrent of emotional value.'

In Karin Krisher's storytelling session at the Inbound 2018 Conference, Karin discussed the secrets of framing your company stories with emotional context.

Emotion needs to be integrated into the six main narrative elements: plot, character, theme, conflict and setting.

Here's why.

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Live @ #INBOUND18: A Keynote Session With Brian Halligan and Dharmesh Shah

By Abby Buchan-Howard on 05-Sep-2018 20:53:34

Opening this afternoon's keynote at Inbound 2018, HubSpot's Brian Halligan kicked off with a discussion about applying a flywheel to your business for accelerated growth.

HubSpot's flywheel moves from an attract phase, into an engage phase, into a delight phase in order to convert website traffic into free users, then into customers, and finally into promoters.

Here's how you can use a flywheel to fast-track sales success for your company.

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Live @ #INBOUND18: Funny To Money: The Science Of Selling With Humour

By Abby Buchan-Howard on 05-Sep-2018 19:28:16

Hosted by Andrew Tarvin, a humour engineer from New York, Funny To Money educated the Inbound 2018 audience about how using humour in your marketing can the key to succeeding in both your sales and marketing efforts.

Funny To Money, although geared towards sales, was full of information that marketers could employ in their content strategies to attract new customers to their company. 

Humour is important to a marketers because making people laugh makes people want to sit up and pay attention to your message. Including your brand message in your humour marketing is an effective way to draw people into your company while having fun along the way.  

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Live @ #INBOUND18: How You Can Elevate Your Business Using Compelling Storytelling

By Charlotte McCormac on 05-Sep-2018 18:41:00

'What is the relationship between a great story and change?' - The question that Bridgit-Antoinette Evans opened her session at the 2018 Inbound conference with.

To answer this, you'll need your imagination.

Bridgit focuses on brand-building and compelling stories that resonate. She discusses how to change customer perception and create positive impact through media and communications.

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Live @ #INBOUND18: Hacking Inbound Sales - Building a High-Velocity Lead Generation Machine

By Charlotte McCormac on 05-Sep-2018 18:02:45

53% of B2B buyers said they would prefer to gather information online and not have to talk to sales (Forrester Research, Inc). The unpleasant truth is, most people don't want to talk to you.

Gaetano DiNardi's session at the Inbound 2018 conference teaches important lessons in leveraging technology to build a modern sales process to maximise results.

Here's what you can apply from Gaetano's lead generation tips and tricks.

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Live @ #INBOUND18: The Future Of Marketing

By Abby Buchan-Howard on 05-Sep-2018 17:27:48

Hosted by Sangram Vajre, co-founder of Terminus, The Future of Marketing is an Inbound 2018 talk focusing on how to gain the focus and attention necessary to implement an effective marketing strategy that will continue to grow into the future in the ever changing digital marketing landscape.

The lesson to be taken from Sangram's talk is to go forward to change attitudes and approaches to marketing to make it a better understood industry in the future.

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Live @ #Inbound18 - Problem Centric Selling

By Leigh Simpson on 05-Sep-2018 17:00:52

Why No One Gives a Shit About You or Your Company

Bringing insights from his new book Gap Selling, Keenan, CEO of The Sales Guy talks at Inbound 2018 about why the only thing that drives sales is the creation of value.

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Live @ #INBOUND18: How To Think Like A Journalist And Create Better Brand Stories

By Abby Buchan-Howard on 05-Sep-2018 16:31:18

Hosted by Melanie Deziel, founder of StoryFuel , How To Think Like A Journalist And Create Better Brand Stories focused on how to bring journalistic writing and content marketing together for the purpose of storytelling success. 
Melanie's Inbound 2018 session was intent on teaching brand marketers to apply journalistic writing to their content in order to produce high standard journalism across their entire content portfolio.

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Live @ #INBOUND18: The Neuroscience Of Engagement

By Charlotte McCormac on 05-Sep-2018 16:17:38

Think about what boredom means to you. Is it guilt about wasting time? Loss of incentive or purpose? Lack of concentration?

Neuro-scientifically speaking, some people are biologically more prone to becoming bored than others. Those who are less likely to become bored tend to have a clear purpose, mature interpersonal relationships and autonomy. But what if you're lacking these things?

Here are our key takeaways from Carmen Simon's session on The Neuroscience of Engagement at the 2018 Inbound conference.

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Live @ #Inbound18  - Beth Comstock Keynote

By Leigh Simpson on 05-Sep-2018 14:51:51

If Failure Isn’t An Option, Then Neither Is Success

Opening the first full day at Inbound 2018 is Beth Comstock, former Vice Chair of one of the world’s largest companies, GE.

Talking about how organisational change begins with the individual, ground up and how this approach strengthened GE and led to exciting developments for the business.

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6 Big Wins For An Architect’s Blog

By Charlotte McCormac on 31-Aug-2018 12:50:00

If you’re an architect, you’ve more than likely completed an array of projects that could be shared on an architectural blog to develop authority, expand your website traffic and generate new leads.

When you combine technical, descriptive writing with a strong architectural blog design, you can build a solid online presence, improve your web rankings and reach a wider audiences to win new commissions.  This is all part of a winning construction content marketing strategy.

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Inbound 2018: Insynth To Attend Marketing Event In Boston

By Abby Buchan-Howard on 31-Aug-2018 11:25:01

Every September, Boston Massachusetts becomes the staging area for one of the largest sales and marketing events centred on inbound marketing.

Inbound is about bringing together experts in content and inbound marketing from all over the world and getting them to share their knowledge and expertise with the thousands of attendees to this growing annual event.

Next week, Insynth will be attending alongside the 22,000 others set to land at Inbound. They will be attending talks with sales and marketing experts and learning more about the latest in the world of Inbound.

Keep reading to find out more about Insynth’s upcoming Inbound adventure…


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What Do you Want to Learn At Inbound 2018?

By Leigh Simpson on 28-Aug-2018 17:36:26

There’s a real buzz at Insynth this week. 

On Monday, we’re heading off to Inbound 2018 in Boston.

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Content Marketing For Construction: Building Publishers Out Of Marketers

By Abby Buchan-Howard on 24-Aug-2018 14:37:40

What’s the difference between marketing and publishing? Are they the same thing, or too different to be compared?

In recent years, more and more companies have been adopting an inbound methodology into their marketing strategy. While it is not commonplace in the construction industry yet, we predict that it could have a major impact on the way businesses engage with the market.

Inbound marketing makes publishers of marketers. Using ideas such as content marketing to attract your customers, it can be a huge benefit to your company.

Read on to find out how you can turn your marketing efforts could become publishing opportunities for your building products company.

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Content Marketing For Construction: Reviewing Historical Content

By Abby Buchan-Howard on 24-Aug-2018 11:21:06

You’ve written a piece of content about your building products. You’ve proofread it for technical accuracy, you’ve added alt-tags to your images and optimised the piece for SEO. You press ‘publish’.

Job done, right?


Just because a blog post or web page is now out there for the world to see doesn’t mean that you never have to look at it again. In ever-shifting industries, such as construction where products, protocols and building regulations are often being updated, content can quickly be out of date.

Read on to find out how you can avoid falling into this trap and why reviewing your historical content regularly is so important.

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Content Marketing For Construction: Writing With Technical Experts

By Abby Buchan-Howard on 23-Aug-2018 16:37:11

Successful content marketing for construction requires high-quality technical articles with a steady frequency of publishing output.

Most businesses without a dedicated content marketing resources find this a real challenge and for digital marketers who are producing content; inputting technical knowledge into their content is not always easy.

Discover how to build collaborative teams to pump out high-quality content on a regular basis, improving your rankings and performance along the way.

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Content Marketing For Construction: Make The Most Of Your Website’s Blog or News Page

By Charlotte McCormac on 23-Aug-2018 16:13:46

Having a blog or news page on your website is core to your content marketing for building products strategy.

Blogging allows you to keep your clients and prospects up to date with your construction news, building product updates and current market insights.  By providing them with educational content that builds authority, you’ll encourage them to engage with you instead of your competitors. 

Your blog helps you to build rapport with your prospects.  When you regularly update it, you’ll constantly be fresh in the minds of your readers, and they’ll be more likely to convert into leads.

In fact, B2B companies that blog generate 67% more leads than companies who don’t (HubSpot). 

Read on to find out how you can generate more leads by getting the most out of your construction blog or news page.

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Digital Construction Marketing: The Dunning-Kruger Effect

By Abby Buchan-Howard on 16-Aug-2018 09:53:32

Digital content marketing is an ever-changing industry that, when utilised properly, can be hugely beneficial to those embracing it. 

In the construction industry, a setting that is still taking its earliest steps towards bringing together the building products culture and the digital marketing mindset, there is a risk that marketers can get carried away, jump in head first without first understanding the full scale of a digital marketing task thinking that they understand it all.

The result is this; The Dunning-Kruger Effect.

Let’s look at how The Dunning-Kruger Effect can infect a Digital Marketing workplace.

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Supercharge Your Sales Enablement Strategy

By Charlotte McCormac on 15-Aug-2018 08:30:00

One of the core principles of construction inbound marketing is aligning your marketing and sales teams so that you can provide holistic services that close leads and delight your clients. 

When your sales and marketing teams are aligned, your brand message will be amplified and your services will be more consistent, helpful and customer-centric. 

This is why marketeers in smaller building product companies wear many hats when driving growth for their clients.  One of these hats is the sales services hat.

But you don't have to be a sales guru to provide value to your prospects...

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Guest Content: Write Your Way To Success

By Charlotte McCormac on 14-Aug-2018 11:38:09

Content sharing is full of reciprocal benefits.  When you collaborate with reputable companies in the construction space, you can expand your audience, generate a stash of backlinks to improve your domain authority and increase your website traffic.

And although it may not seem obvious, you have so many collaboration and guest-blogging opportunities.  Your clients?  Guest blog for them.  Suppliers?  Share testimonials.  What about any events or campaigns that your products or services were pivotal in?  There’s a case study waiting to be written.

It’s time to begin.

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Calls To Action: 7 CTA Checkpoints For Construction Marketing

By Abby Buchan-Howard on 13-Aug-2018 13:50:36

Calls To Action, or CTAs, are about getting your site visitors to take action. This could be downloading a piece of content, such as an eBook, or subscribing to your weekly email newsletter.

CTAs are critical when it comes to encouraging engagement from your site visitors, no matter what stage in the buyer’s journey they may be.

Insynth have created a list of check points for you to follow when creating CTAs for your construction marketing; keep reading to find out what they are and how CTAs can be a benefit to you. 

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Using Images: How Can Visuals Improve Your SEO?

By Abby Buchan-Howard on 10-Aug-2018 17:00:45

You've heard the phrase "a picture tells a thousand words". Did you know that images in your website can improve your SEO? 

By loading your images with the right words in the alt-text, titles, file names, while considering a range of other factors, your images won't just say a thousand words, they will help grow you website traffic and increase your chances of having great rankings on Google. 

Read on to find out how images can be a great addition to your SEO and construction marketing campaigns.

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Social Media And Marketing: 7 Video Topics For Construction Marketing

By Abby Buchan-Howard on 02-Aug-2018 10:49:55

Using video will increase your reach and engagement.

It is the preferable way of viewing content for 59% of executives according to HubSpot, making it a content format that cannot be ignored.

With video content you can educate potential clients and drive them to become leads and customers.

Read on to find out which topics will be the most beneficial for your construction strategy.

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Dealing With Negative Comments On Social Media

By Charlotte McCormac on 01-Aug-2018 16:19:12

Negativity can manifest in a variety of ways on social media: written abuse from trolls, emojis, seemingly light-hearted comments that are actually damaging.  All attack your building product company’s brand credibility, and all require a response.

Learn how to respond to negative comments on social media to preserve your building product company reputation while solving your customers’ problems, even when they’re not your fault.

Overcome the fear of social media with our tips for social media marketing.

But, why is this important?

Because 1 in 3 social media users prefer to use social media customer care services over telephone or email.

Because 67% of social media users seek resolutions using Facebook and Twitter.

Because nearly 70% of consumers use social media to resolve customer service issues.

And the companies who offer social media customer care get 20 – 40% more business.

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Congratulations: Insynth's Content Marketer Graduates University

By Abby Buchan-Howard on 27-Jul-2018 11:59:21

Insynth prides itself on having a team of talented content writers working alongside clients to produce amazing results for their companies.

This week, Insynth is delighted to congratulate Digital Content Marketer, Charlotte McCormac on graduating with first-class honours in her English degree from Birmingham City University.


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The Insynth Social Media Glossary For Construction Marketing

By Charlotte McCormac on 25-Jul-2018 09:49:30

Building a social media strategy for your building products company?

Use our glossary of social media terms to support your construction marketing strategy.  With our glossary, you can explore every corner of a variety of social media channels before jumping in and sharing your content with the world.

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Social Media And Marketing: Balancing Text And Video Content

By Abby Buchan-Howard on 24-Jul-2018 15:35:28

Video content is a booming power source in construction marketing. 82% of Twitter users use social media for video over text.

Though time-consuming to make, it is one of the most rewarding content formats when it comes to click-through and views.

With video being such a popular format, should businesses be neglecting textual content in the place of the video format? In this blog post, Insynth examines the benefits of maintaining a balance between video and text content. Read on to find out more.


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Social Media And Marketing: 5 Ways Social Media Improves P.R

By Abby Buchan-Howard on 24-Jul-2018 10:14:44

Social media has become an integral part of every business’s P.R strategy. The world is shifting to a more social platform when it comes to promotion and marketing. It’s about being customer-centred.

Using social media for P.R in construction marketing can bring many benefits to your company. Read on to see how social media can improve your public relations.    

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Social Media And Marketing: 5 Key Elements For Construction Marketing Videos

By Abby Buchan-Howard on 20-Jul-2018 15:10:00

Using video for construction marketing is a technique in content creation that is now a critical element of any content marketing plan. HubSpot states that in today's market, 59% of executives prefer to consume content in a video format, rather than as a block of text. Keep reading to find out why is it important?

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How Often Should You Post On Social Media?

By Charlotte McCormac on 20-Jul-2018 15:03:01

It can be difficult enough to know which social media platforms to use when marketing your building products company, let alone understand the most effective times to upload your content.

But with our simple guide, you can find out how to strategically schedule your social media posts for maximum visibility and engagement.

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Social Media And Marketing: Identifying Social Media Platforms That Your Audience Use

By Abby Buchan-Howard on 20-Jul-2018 10:00:00

Social media is a key tool in the arsenal anybody working in the building products industry. It is a way of making connections with potential customers and promoting building products outside of your company website. Read on to find out how to identify the perfect platform for your business.

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Social Media And Marketing: Using Social Media To Promote Building Products

By Abby Buchan-Howard on 19-Jul-2018 13:57:10

In the building products industry, the traditional marketing approach of advertising, P.R, direct mail and telesales has been the preferred method of creating leads and engaging customers. But this is changing.

Tech-savvy building product sales and marketing professionals are using social media more and more to connect with customers, generate leads and win new work. 

Let’s found out how they're doing it.     


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Social Media and Marketing: Responding To Your Followers

By Charlotte McCormac on 19-Jul-2018 10:55:23

Think you haven’t got time to respond to your followers on social media?  Think again.

Your responses tell consumers whether they can trust your building products brand.  If you don’t respond, consumers won’t trust you, and you’ll quickly lose business to your competitors.

Responding to your prospects on social media is as important as responding to their calls and emails.  Ironically, not responding is actually a form of response.  When you don’t respond, you ignore your followers. 

You wouldn’t ignore them in the street, so why would you ignore them online?  That just doesn’t make sense, yet so many companies feel that they ‘don’t have time.’

But surely responding to a message is just basic manners?

Read on to find out how you can respond to your followers to convert them into leads.

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Social Media and Marketing: Using YouTube for Construction Marketing

By Abby Buchan-Howard on 13-Jul-2018 10:04:47

YouTube is a video sharing website owned by Google. It is designed to allow users to post and view video footage and subscribe to creators whose content they are most keen to stay up to date with. It is quickly becoming a key tool to have in your marketing arsenal and for  , this is hugely important to success online.


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Social Media And Marketing: Using LinkedIn For Construction Marketing

By Charlotte McCormac on 12-Jul-2018 15:41:47

Compared to other social media platforms, LinkedIn is more of an editorial and publishing focused channel.

As the most professional social media platform, LinkedIn is the ideal place to share construction academia and articles to stay up to date with industry topics and engage in conversation with other building product sellers and users.

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Social Media and Marketing: Using Pinterest For Construction Marketing

By Charlotte McCormac on 12-Jul-2018 13:51:35

Pinterest is a platform for finding and providing inspiration, particularly for potential purchasers. 

Ideal for building products companies who can showcase the practicality of their products in images and graphics, Pinterest is a highly visual platform.  If you’ve got eye-catching, original photographs of your construction materials, Pinterest is the place to upload and share them.  Remember, people are highly visual, and photos are the most effective means of remembering products.

While Pinterest isn’t one of the most widely used social media platforms, it is up there with the most popular platforms for product research.  93% of Pinterest users are active on the site for purchase research, and over two thirds of users have discovered new brands using the site.

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Social Media and Marketing: Using Instagram For Construction Marketing

By Abby Buchan-Howard on 12-Jul-2018 10:54:39

Instagram, owned by Facebook, is a photo-sharing social media platform that allows users to post photographs and videos and instantly repost them across multiple channels at the same time. For construction marketing, Instagram is a key social media tool that can be extensively utilised for the purpose of content production and marketing.


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Social Media And Marketing: Using Facebook For Construction Marketing

By Charlotte McCormac on 11-Jul-2018 16:34:02

Facebook is the most popular, widely-used social media channel.  Pretty much everyone uses it, from your boss, to your grandma.  By using Facebook to share your company’s product and service details, you can access a huge market, creating a community around your building products business.

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Social Media and Marketing: Using Hashtags and Mentions for Construction Marketing

By Abby Buchan-Howard on 11-Jul-2018 14:34:00


The use of hashtags and mentions on social media is an old concept constantly being made new. Every year more and more sites make them a key feature of the user experience revolutionising the ways in which businesses on social platforms can reach out to potential clients.

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Social Media and Marketing: Guide To The Key Social Media Channels For Construction Marketing

By Charlotte McCormac on 11-Jul-2018 11:50:18

There are 4.021 billion internet users in the world.  3.196 billion of these are social media users, and more are joining social media platforms every day.  This is where your future customers are waiting for you, so make the most of social media for your building products company.

But a building products social profile is only worthwhile if you give people a reason to follow or connect with you.

You’ll need to constantly update your social media channels with fresh content if you what to continuously reach prospects and hold their interest in your construction business.  Social media marketing requires constant upkeep and effort.

Having said that, this guide will give you all the important tips to manage your social media accounts as efficiently and easily as possible.

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Social Media and Marketing: Using Twitter for Construction Marketing

By Abby Buchan-Howard on 10-Jul-2018 13:33:59

Twitter, a social media platform designed with the intention of becoming a universal SMS service for its users, has become a key marketing tool being employed by businesses across the world. In the last eight years, Twitter’s subscribed user count increased to over three hundred and thirty million, making it a critical place for businesses to meet and connect with potential customers.

As of January 2018, Twitter was boasting 336 million members. The average Tweeter posts new material up to five times every day. In one twenty-four-hour period that means that there is over half a million new Tweets being posted online. For construction marketers, using Twitter in a way that allows them to stand out in all of this noise is quickly becoming a key issue that companies need to address.

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Winning The Battle For Hearts And Minds, Not Just Clicks And Ranks

By Leigh Simpson on 07-Jul-2018 14:45:00

With new technology appearing increasingly frequently, promising to disrupt traditional methods of sales and marketing and make business success a breeze, it’s easy to be tempted to throw the baby out with the bathwater and overlook some of the main principles of growing your business.

No matter how you deliver your message and what methods you use, it’s important to remember to use technology to support your sales and construction marketing strategies, not replace them.

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Construction Marketing News: Specialist Creative Writer Joins The Insynth Content Team

By Abby Buchan-Howard on 06-Jul-2018 12:57:30

To support their mission to use storytelling and bring more colour to the world of construction marketing, Insynth has recruited a published creative writer to their growing content team.

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Why Construction Blogging Is Important

By Charlotte McCormac on 04-Jul-2018 12:30:14

When blogging, you always need to be sure of why it is that you’re writing.  What is it that you want to achieve?  What’s the point of this post?  Your overarching goal?

These are some big questions.

Perhaps the best place to start is to consider why it's important to blog about construction and building products at all.

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How To Avoid The Seven Sins Of Construction Marketing Agency Selection

By Charlotte McCormac on 04-Jul-2018 11:07:28

Are you looking for a construction marketing agency to bring reality to your building products growth goals?

Unlike standard marketing agencies, Insynth are a specialist construction marketing consultancy.  We use our in-depth construction industry knowledge to fill your content with relevant context, strategies and technical and creative expertise

We understand the construction industry in ways that standard agencies don't.  With our knowhow, we turn good construction campaigns into great construction campaigns.

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Barcelona: How It Shaped My View Of Inbound

By Leigh Simpson on 27-Jun-2018 11:50:16

A last-minute decision to visit Barcelona was a wonderful surprise from my wife; we’ve been talking about it for 20 years!  But with my Inbound mindset, it was more than the food, drink, architecture and culture that left an impression on me.

Here are a few of my experiences from the weekend and how my passion for Inbound was stoked again.

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Follow These 8 Practices To Improve Your Construction Content Marketing

By Charlotte McCormac on 20-Jun-2018 16:18:09

Now that we are 6 months into the year 2018, how well is your construction content marketing performing?  How are your content marketing campaigns coming along?  It's tragically common for advertisers and business visionaries to set far-reaching New Year's resolutions, only to see their motivation and exertion slack a couple of months later.

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3 EASY Tips For Managing Tradeshow Leads

By Leigh Simpson on 20-Jun-2018 14:22:47

One of the main challenges you can face with trade shows is managing the leads that are generated from visitors to your stand.  A successful show can generate hundreds of leads, all of which need to be followed up quickly.

So learn 3 SIMPLE tips to help you process them and identify the hottest leads.

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Why Digital Marketing Strategy Is Integral To Growth

By Leigh Simpson on 15-Jun-2018 14:37:55


Do you have a digital marketing strategy?  Are your digital marketing efforts ad-hoc or aligned with broader business goals?  Do you understand the return your digital marketing is delivering to your business?

In recent years, everything has gone online and ‘on-demand’, adding to the pressure to join the digital race; new websites, social media, email marketing, CRM systems.  Most businesses now see digital channels as the mainstay of their marketing strategy. 

But, in this rush to get online, is strategy being left behind?

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Does Construction Content Marketing Really Work?

By Charlotte McCormac on 12-Jun-2018 16:10:52

How many people confess that they’ve questioned whether content marketing really works?

Maybe you’ve read countless construction blogs before sitting down to write your own and are wondering whether it’s worth the effort.

It’s important to remember that while it’s easy to write, it’s not easy to write well.  Your content needs to support and impact the overall success of your business.  It needs to stand out from competition .  You don’t want to be shouting along with the rest of the chorus at the back of the stage.

So, is it worth it ?

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Construction Marketing Tips:  A Beginner's Guide To Writing A Blog Post

By Leigh Simpson on 11-Jun-2018 17:47:03

Is blogging part of your construction marketing strategy?  How useful Is blogging for generating leads? How do you write a good blog post and how long does it take?

If you’re not using your blog yet, then you should be.  Various studies show that businesses that regularly blog get 3.5 times more website traffic and 4.5 times more leads than those that don’t (HubSpot 2015).

With 96% of B2B buyers wanting insightful content from industry thought leaders (Demand Gen Report 2016), there is an appetite for your views and opinions on your sector and specialist knowledge.

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We’re Growing: Insynth Welcome Content Creator

By Charlotte McCormac on 05-Jun-2018 17:18:40

Charlotte McCormac brings a passion for writing and a first-class degree in English to the role.

Shropshire based construction marketing specialist, Insynth, is delighted to announce the appointment of Charlotte McCormac as their new digital content marketer. Charlotte is responsible for creating exciting content for clients, as well as search engine optimisation and implementing inbound marketing strategies. Charlotte will be producing blogs, eBooks and whitepapers, as well as managing social media channels. 

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Why Micromanagement Is The Best Strategy For Sales

By Leigh Simpson on 05-Jun-2018 15:50:25

One of the biggest challenges of sales management is figuring out how involved you need to be with your team.  Too much and you can be accused of interfering and getting in the way.  Too light a touch and activity can start to stray away from your carefully constructed sales strategy.

So how do you get the right balance, and where should you and your team focus your time and energy to make the biggest improvements to your sales performance?

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Your Easy Formula For Sales Success 

By Leigh Simpson on 01-Jun-2018 17:34:33


If you want to hit your sales targets this month, this quarter, this year and beyond, you will need to consistently produce the right results. 

The problem is that many business owners and entrepreneurs can find it difficult to understand their sales pipeline and know where to focus their efforts and resources to really build the sales engine that will produce repeatable results week after week, month after month. 

This simple formula for sales success will show you where to focus your efforts and help you grow your business with more consistency and a scientific approach to performance improvement.

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17 Signs Your Construction Inbound Marketing Strategy Is Working!

By Leigh Simpson on 30-May-2018 17:41:21

In one of our recent blog posts, we discussed how long it takes for content marketing to work.  Blogging frequency and quality were the key topics, but it led to questions about more subtle signs that things are starting to work.

So, here’s a quick list of the sort of signals that you should be on the lookout for when starting out on your construction inbound marketing journey (we'd love you to add your own ideas in the comments at the end of the post).

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How Long Does Content Marketing Take To Work?

By Leigh Simpson on 25-May-2018 08:15:00

A common question that we get when discussing inbound marketing with potential construction clients is "how long does content marketing take to work?".

There are a number of factors at play, but we'll give you some insight into how long it takes and when you can start to see results.

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Construction Marketing Tips: When Should You Update Buyer Personas?

By Leigh Simpson on 24-May-2018 09:29:24

Developing buyer personas for the decision-makers and influencers in your target market should be one of the first tasks that you carry out when developing your construction marketing strategy.

Unfortunately, the research and effort that goes into creating your buyer personas will go to waste if the document is not kept up-to-date and constantly evolving.  So, how often should they be updated?

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Who's The Best Person To Write Your Content?

By Leigh Simpson on 22-May-2018 19:19:59

Content Marketing is starting to become more commonplace in the marketing strategies of building product manufacturers and construction companies.  The businesses that really grasp the nettle and execute great content will soon become the thought leaders in their fields and grow their market share.

One big challenge that everyone kicking off their content marketing strategy faces is, who is going to write all of this content?  Producing 2 – 3 blog posts every week plus white papers, webinars and eBooks takes time and skill.  And, let’s face it, not everyone enjoys writing.  So how do you tackle this problem?

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How To Develop A Construction Marketing Strategy

By Leigh Simpson on 17-May-2018 17:13:16

Developing a marketing strategy for your construction or building products business can seem like a daunting task.  While it’s not a 5-minute job, it doesn’t need to be a huge burden for you to create your new marketing plan.

Without one though, your time, effort and money can easily be misdirected and even wasted, negatively impacting your ROI and personal success. 

A well-researched and crafted strategy document will add real clarity and focus to all of your marketing, and sales, activity, improving your brand, market share, product offering and profitability.

By following a systematic process, you will be able to quickly establish where you are currently, where the opportunities are and how to realise them.  Here are a few pointers, describing how we approach construction marketing strategy with our clients.

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15 SIMPLE Construction Marketing Strategy Hacks To Boost Sales

By Leigh Simpson on 12-May-2018 17:20:39

What's interesting in our regular website reviews and health checks is that most businesses have already got most of the ingredients for success in place, they’re either poorly aligned, under-resourced or missing something crucial.

All that's needed is to shift a few elements around, refine a few areas and fill in some missing elements.  Couple this with a firm commitment to digital and you have a winning combination.  So, what are the critical pieces and how should you bring them together? 

Addressing this 5-10% can make a huge difference to website traffic, conversion, lead generation and ultimately sales.

Follow this 15 part guide, full of simple tips and hacks, to pull your online construction marketing strategy together.

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Construction Marketing Tips: Buyer Profiles & Buyer Personas

By Leigh Simpson on 10-May-2018 11:45:29

Understanding who your perfect customers are is a vital part of your construction marketing strategy, but one that is often skimmed over or missed altogether. 

If you intend to tailor and segment your content and message to your different audiences, profiles and personas will be very useful.  So, what’s the difference between a buyer profile and a buyer persona?

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Construction Marketing Strategy: Does Your Brand Matter Anymore?

By Leigh Simpson on 03-May-2018 19:19:13

As the way that building professionals research products and services changes, it is only right to consider the relevance of brand building in your construction marketing strategy.

So, why do why brands exist, what is their role in the decision-making process and what will be their future value as they come under increased pressure from search, artificial intelligence (AI) and digital marketing?

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Construction Marketing Tips: A Beginner's Guide To Link Building

By Leigh Simpson on 30-Apr-2018 19:07:46


In most building products businesses, link building is misunderstood, seen as a dark art or handed over to their SEO company to handle.  Effective construction marketing will have link building and outreach as an important element of the marketing plan.

Having a strong and growing foundation of authoritative, good-quality links to your site is the juice that high ranking websites are made of, they give you the kind of authority that Google loves and brings you referral traffic.

It’s not a difficult as you may think, so find out how to build your backlinks and improve your organic rankings.

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How To Turn Your Building Products Website Into A Sales Lead Machine

By Leigh Simpson on 24-Apr-2018 10:26:16

The main observation from the vast majority of our site audits is that most building product websites are only designed to be an online catalogue or a brochure website.

Building product manufacturers are missing a golden opportunity to turn their websites into sales lead generation engines which provide their sales teams with regular high quality enquiries.

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Marketing vs. Sales: The Big Differences and How They Work Together

By Leigh Simpson on 20-Apr-2018 12:48:07

Business guru and well-known provocateur, Tom Peters once addressed a crowd of over 400 sales and marketing executives saying: “I hate sports analogies. They’re just a bunch of male macho…” Yet, in the world of sales and marketing, sports analogies are de rigueur and tossed around like a rugby ball during at Twickenham.

To properly understand the difference between sales and marketing, however, another analogy seems more suitable: that of musical theatre. Salespeople are the performers in a West End musical, whereas marketing folks are the set designers, producers, and choreographers.

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How Millennials Are Changing Specification & Purchasing

By Leigh Simpson on 17-Apr-2018 08:45:00

Our regular website audits and reviews are consistently highlighting missed opportunities and common shortcomings of building product websites.

The way that specifiers and buyers search and select products is evolving quickly and construction marketing professionals need to adapt or risk losing market share and sales to smarter operators.

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What Is A Building Product Directory?

By Leigh Simpson on 13-Apr-2018 12:39:26

A building product directory is an online resource for building specifiers, such as architects and engineers, that enables the research, selection and specification of building materials for current or future construction projects.

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Are Online Building Product Directories Worth Paying For?

By Leigh Simpson on 06-Apr-2018 09:53:45

With marketing budgets constantly under pressure, it can be difficult to know where to allocate your budget, especially where the return on investment (ROI) can be difficult to prove.

Online Building Product Directories and Trade Directories offer more than just a link to your business but can be tricky to measure, so what should you be thinking about when considering directories as part of your communications plan?

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5 Key Construction Marketing Takeaways From The Marketing Technology Expo 2018

By Leigh Simpson on 26-Mar-2018 08:15:00

The Marketing Technology Expo has just wrapped up for 2018.  So, what were the key takeaways for construction marketers?  How can the latest technology be used to improve engagement, generate leads and increase sales for forward-thinking and innovative building product manufacturers?

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Lazy Marketing is Killing Trade Shows

By Leigh Simpson on 23-Mar-2018 15:26:55


I recently returned from a major trade show.  I felt both angry with the disappointing effort from the majority of exhibitors, but also excited that there was hope that there would be a future for trade shows if exhibitors employed inbound marketing tactics.

This is why.

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We're Hiring! Content Creator Needed

By Leigh Simpson on 22-Mar-2018 09:29:45

Content Creator Role - Shifnal, Shropshire (£25k + benefits)

We’re looking for a talented content creator who can scale our marketing efforts and grow the audience of Insynth and our clients. This role requires exceptional writing skills, a creative mindset, and a results-driven attitude.

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Insynth Media Grader Report Featured In Dezeen

By Leigh Simpson on 14-Mar-2018 12:40:40

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How Short-Term Targets Help You Achieve Long-Term Goals

By Leigh Simpson on 14-Mar-2018 10:04:19

I was recently walking on the Cornish Coastal Path; it's a beautiful, windswept trail with plenty of challenging climbs and descents.  On one particularly steep ascent, I remembered a tip I read many moons ago in a mountain biking magazine.

The tip was about tackling long arduous climbs: it described how if you only focus on the top, your mind will begin to doubt that you can get there, and you are more likely to fail.  However, if you look just a few yards ahead, far enough to avoid any obstacles, you will grind out the climb almost without fail.

The trick is to focus on the task ahead, only occasionally glancing up to make sure that you are on track to achieve your ultimate goal.  I applied this trick and tackled every climb comfortably.

The experience brought to mind how setting short-term goals can be the perfect way to crush longer-term targets, and this is why.

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3 Easy Tips To Boost Your PR In The Construction Media

By Leigh Simpson on 08-Mar-2018 10:32:30

Getting your product news, case studies or opinion pieces published in reputable trade titles and industry blogs is a great way of publicising your brand, creating awareness, authority and trust.

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Top 10 UK Architectural Titles For Promoting Your Content

By Leigh Simpson on 07-Mar-2018 11:13:01

If you are marketing to Architects and producing content to engage with them, what is the best media to use to reach them?  

If you want to improve your website rankings with high quality backlinks, which websites are going to give you the best 'backlink juice'?

Insynth has produced a comprehensive study of all of the main UK architectural titles and ranked them in terms of backlink authority, social reach and circulation, both online and offline.

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Increase Your Building Product Sales With Content Marketing

By Leigh Simpson on 22-Feb-2018 08:45:00


How would it improve your sales figures if your website was actually an extremely useful and enjoyable experience for your customers and specifiers? What if your content made people want to not only specify and buy your product, but actually come back to your site time after time?

A well designed and executed Content Marketing strategy can deliver increased traffic, improved search ranking and more sales leads, specifications and orders from your website. But it can't do any of that if you're not sure what it actually is or how to do it.

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Construction Marketing Tips: The Secret Of Choosing Great Photos To Improve Sales Lead Quality

By Leigh Simpson on 19-Feb-2018 12:28:02

I was helping a friend a few days ago.  We were looking at his website and he was telling me that he was getting some really unusual enquires.  He has his own powder coating business and loves to win contracts for coating in high volume, but he was getting calls about powder coating motorbike frames.

We took a good look at his website and upon finding the likely cause, it reminded me of a very similar situation a few years ago.

(Check the end of the blog to find out why he was getting bike frame enquiries!)

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GDPR For Construction Marketing

By Leigh Simpson on 16-Feb-2018 12:46:02

Our podcast on the upcoming GDPR regulations features Rob Andrews of Andrews Ritson Solicitors.  Rob attempts to cut through the scary headlines about massive fines and red tape and offers common sense advice on what Construction Marketing professionals need to be aware of to ensure that they don't fall foul of the new guidelines.

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Construction Marketing Tips: How To Get Featured Snippets On Google

By Leigh Simpson on 09-Feb-2018 08:15:00

Impress your boss and your colleagues by getting 'position 0' on Google and winning the race for prestigious featured snippets in Google.

Here is a 6-step guide to how Insynth replaced the Construction Marketing Association on a prized snippet in just 10 days.

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Construction Marketing News: CITB Predicts 150,000 New Jobs Over Next 5 Years

By Leigh Simpson on 05-Feb-2018 16:37:59

A new forecast from the Construction Industry Training Board (CITB) revealed today that over 150,000 construction jobs are set to be created over the next five years despite Brexit uncertainty and Carillion’s collapse.

Key predictions include;

  • Infrastructure and housing are likely to be the best performing sectors
  • Carpenters, process managers and professional staff will all in be in short supply
  • The Commercial sector could be hit hard by Brexit nervousness
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Insynth Marketing Becomes A HubSpot Certified Agency Partner

By Leigh Simpson on 30-Jan-2018 15:41:58

Insynth Marketing has announced that it has joined HubSpot as a Certified Agency Partner. HubSpot, a leading CRM, marketing, sales, and customer experience platform, works hand-in-hand with Agency Partners to grow their businesses through inbound software, services, and support.

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Should You Discuss Price On Your Building Products Website?

By Leigh Simpson on 30-Jan-2018 10:27:13

A conversation we always have with our clients when discussing their content marketing strategy is,  "are you open about price on your website?".

Most of the time we get an uncomfortable response, something like;

  • "No, we don't want our competitors to find out how much we charge"
  • "We prefer to talk to our customer face to face about price", or
  • "Until we know exactly what customer wants, we can't give them a price"

Now, that's all well and good, but let's look at those arguments one-by-one and challenge the thinking behind them.  Then we will tell you why talking about price on your website can drive efficiency, increase conversion rates, win you new business and should be a key element of your construction marketing strategy.

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Construction Marketing Strategy: How To Select A CRM System

By Leigh Simpson on 29-Jan-2018 16:50:50

In 2018, at the heart of every strong construction marketing strategy should be a sophisticated CRM system which manages the sales funnel, automates marketing campaigns, records customer engagement, provides clear insights into campaign success and tracks ROI.  Ultimately a system that makes it easier to win more orders and grow your business.

CRM is a rapidly changing space, driven by cutting-edge technology, some serious brains and major investment.  The choice of CRM systems can be overwhelming.  Considering that there are over 200 platforms, choosing the right system for your business may not be straightforward.

In fact, many offerings are now far more than just a CRM, they are fully formed growth stacks, encompassing CRM, sales automation, sophisticated marketing capabilities and reporting, all in one place.

So, let’s look at some of the key questions that you should be asking yourself to identify your needs, and then you can match these against the capabilities of platforms you are considering.

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Using Your Blog To Build Your Building Products Brand

By Leigh Simpson on 25-Jan-2018 10:58:16


Too often content marketing is perceived as simply publishing lots of project case studies and product news on your website and social media channels and expecting it to improve your brand image and increase your reputation and authority.

This is an over simplistic approach, one which really doesn't utilise content marketing to it's full potential.  Find out more about the strategy behind blogging and content marketing.

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How to Improve Google Rankings For Building Products

By Leigh Simpson on 22-Jan-2018 10:15:00


Research shows that 90% of people don't go beyond the 1st page on Google, and about 34% of searchers click on the number 1 result.  This shows that Search Engine Optimisation SEO is something that you really must take seriously if you want your building products to be found on the internet by your target market.

If you're not on page one for the keywords that matter to your business then you will be feeding on scraps or forced in the online auction that is pay-per-click (PPC) advertising, trying to outbid the other also-rans for the top spot in the ads.

So how do you get to number 1?  Here is a quick guide to bagging the top spot and being seen by your ideal customers.

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5 Tips for Growing Building Products Sales in 2018

By Leigh Simpson on 20-Jan-2018 09:40:52


Is Your 2018 Sales And Marketing Approach Working?

Will you be trying the same sales and marketing tactics and strategies this year as you did in 2017?  How successful was last year for you?  Would you like 2018 to be better?  Adapting your approach to the way your market is specifiying and purchasing is critical if you want to beat your targets.

The way that people buy and specify today has changed.  Your potential specifiers and customers will seek solutions to their problems on the internet and social media, and reach out and engage with the businesses that they best trust to help overcome their challenge.  Research suggests that over 80% of the buying process is now conducted online.

To tap into this new dynamic requires a different approach centred around content marketing, social media, search engine optimisation and website design to fully engage with your potential customers and deliver qualified leads to your sales team. 

Here are 5 great tips to help you get started

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How To Get Your Building Products Website To Sell

By Leigh Simpson on 18-Dec-2017 03:25:38

Your website should be your best salesperson, generating leads, helping customers, working 24/7, consistent, always on-message, technically proficient and measurable.

Often, building products companies view their website and digital marketing activities as independent marketing communications activities, instead of joining the dots and seeing the big picture - how they can work together in a systematic way to drive leads and, ultimately, sales.

With every improving technology and software, it can be hard for you to keep up with what websites can do these days, and how sales and marketing automation can improve customer service, increase conversion rates and shorten sales cycles.

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Latest Trends for Construction Marketing in 2018

By Leigh Simpson on 29-Nov-2017 20:09:15

With the end of the year on the horizon and countless marketing plans being finished off ready for budget approval, you may want to check whether you are taking advantage of the latest trends for construction marketing to leverage your marketing ROI and cost-effectively increase web traffic, leads and sales.

Here are some of the latest developments and technologies that could make all the difference to your business in 2018.

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How to Build Trust to Overcome Buyer Fear

By Leigh Simpson on 16-Nov-2017 14:29:45

Overcoming buyer fear is critical to converting leads into sales. A key component in eliminating the fear of dealing with you is to build trust.  So how do you build trust with your potential customers, when they may never have bought from you before?

Buyer fear can kill any deal. If you can’t identify, address and alleviate those fears, you probably won’t win that work – no matter how great your product or service may be.

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How Building Products Manufacturers Can Use Inbound Marketing

By Leigh Simpson on 07-Nov-2017 17:58:04

When it comes to marketing, building product manufacturers are a very specialist group.

Your route to market is more complex than typical B2B companies, thanks to the roles of the project, specifiers and multiple tenderers for the same project.

Each group has different challenges and information needs and often want to consume your information in different formats too.

In your sector, Inbound Marketing should be a highly effective strategy for engaging with all of the key decision makers and influencers in a personalised and cost-effective manner.

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Inbound Marketing Arrives In Shifnal, Shropshire

By Leigh Simpson on 07-Nov-2017 16:05:31


Shifnal in Shropshire, nestled between Telford and Wolverhampton in the West Midlands, is a vibrant and growing small town, with great road and rail infrastructure.  For a small town of just over 7,000, it boasts an impressive number of Marketing Consultants, Marketing Agencies and Designers within its borders - 7 to be exact!  That's one Marketing Consultancy in Shifnal for every 1000 people.

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9 Blogging Tips for Writing a Great Post - And Getting It Read!

By Leigh Simpson on 29-Oct-2017 09:18:43

Your blog should be one of your company’s most valuable sales and marketing assets and blogging is a cornerstone of Inbound Marketing.

Blogging builds trust with your customers, generates leads, educates readers, builds brand awareness and drives sales.  In short, great blogging grows businesses.  Learning how to improve your blogging can make a big difference to your bottom line and your career.

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Is Inbound Marketing Dangerous For Your Business?

By Leigh Simpson on 26-Oct-2017 23:08:25

If you could unlock more sales leads of a better quality, with a proven change to your marketing approach, would you want to find out more? If you thought that your fiercest competitor was going to beat you to it and get those leads instead of you, would you be more compelled to act?

If you’re not using Construction Inbound Marketing techniques soon, your competition will be, and once they do you will feel the impact on your bottom line – fast.

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Why is booking sales meetings getting harder?

By Leigh Simpson on 18-Oct-2017 14:04:02


Are you finding it harder to book a sales appointment?
Booking sales meetings used to be the key to sales success.  Now it is almost impossible to fill your diary.  What is happening and how can you change things?
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Top 5 Highlights from Inbound 2017

By Leigh Simpson on 04-Oct-2017 09:21:35

A quick rundown of my highlights of the week at my very first Inbound 2017.  If this is anything to go by, then it will be the first of many trips to Boston.

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Why Inbound is way more than just marketing

By Leigh Simpson on 03-Oct-2017 19:04:02

I’m a dyed in the wool marketer, with a love of numbers, tech, and sales!!  After recently exiting my own start-up, I have been immersing myself in the latest marketing phenomena – Inbound Marketing, and for the first time, I feel like I belong.  

A community that loves data, creativity, and results.  Here are my initial thoughts on Inbound and why and how the UK B2B SME community needs to get on board.

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