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8 min read

Elevating Your Construction Product Brand: HubSpot's CRM and AI Integration

By Ainhoa Rodriguez-Muguruza on 10-Jan-2024 11:04:00

The pivotal shift towards customer-centric philosophies has asked from companies within all industries the adoption of advanced tools. HubSpot emerges as the industry leader, seamlessly blending CRM with AI to redefine marketing and sales processes specifically for the construction sector. From intelligent content creation and dynamic image generation to precise email communication and strategic sales forecasting, HubSpot's offerings align seamlessly with the needs of building product manufacturers.

Topics: HubSpot
3 min read

Performance Websites: What's the ROI?

By Leigh Simpson on 02-Jan-2024 10:17:00

If you build a performance website, you should expect your overall website activity to be driving over 90% of your net new growth. Net new? That’s new business from companies or specifiers you’ve never dealt with. The rest will probably be coming from outbound sales activity and word-of-mouth referrals.

Topics: Website
22 min read

25 HubSpot Features You Should Use in 2024

By Ainhoa Rodriguez-Muguruza on 20-Dec-2023 12:44:00

This year, in 2023, HubSpot's platform has undergone significant updates, enhancing its efficiency and effectiveness. Anticipate further improvements throughout the year, necessitating awareness of all available features. Continue reading for a recap of the most crucial changes and updates from this year, along with insights on maximizing their benefits as we progress into 2023.

For those unfamiliar with my blogs, I'm Ainhoa, Insynth's Head of Platform Consulting and their in-house HubSpot expert. Since April 2021, I've been  compiling monthly updates to ensure you stay informed about HubSpot's developments. This post provides a summary of the essential updates from the past few months.

If you haven't followed my blogs previously and wish to explore every new feature introduced to the platform in 2023, you can access my monthly blog posts for the current year below!

Topics: HubSpot
3 min read

Performance Websites: How Much Should You Spend?

By Leigh Simpson on 18-Dec-2023 17:03:00

As construction decision-makers increasingly use digital channels to search for products and services, you must elevate your construction website design. Your website is your most important sales and marketing asset and is worth investing in accordingly.

Topics: Website
3 min read

Performance Websites: Keeping Specifiers Up-to-Date

By Leigh Simpson on 13-Dec-2023 09:04:00

Keeping your performance website up to date is critical and time should be allocated every month to add or update new content, but what about keeping people up to date with these changes?

Topics: Website
3 min read

Performance Websites: Capturing User Feedback

By Leigh Simpson on 06-Dec-2023 15:38:00

When designing a performance website, gathering user feedback can help you identify potential issues and areas for improvement before the website is launched. It’s worth allocating the budget to pay independent users to spend an hour going through the website and giving you honest, objective feedback.

It’s worth doing this at least annually.

Topics: Website
3 min read

Performance Websites: The Right Website Analytics

By Leigh Simpson on 29-Nov-2023 14:40:00

When building your performance website, consider the analytics you need to track and analyse once the site is live. This will help ensure that the website is developed to allow for accurate tracking and analysis of key metrics.

Topics: Website
7 min read

HubSpot: What Is New In November

By Ainhoa Rodriguez-Muguruza on 23-Nov-2023 15:19:00

As we get into the final stretch of the year, it's a strategic moment to think about the trajectory of your business. In the dynamic landscape of today's business environment, adaptability is key, and there's no better time to assess your business goals than now. This blog serves as your compass, navigating you through the significant updates that HubSpot has unveiled this November.

Topics: HubSpot
4 min read

Performance Websites: How Architects want Content Structured

By Leigh Simpson on 22-Nov-2023 12:52:00

For specifiers, clear and consistent technical information is essential to make informed decisions about building products and materials. Architects rely on manufacturers product data. Making sure this information is structured correctly on your website is critical.

Topics: Website
3 min read

Performance Websites: Never Too Early for SEO

By Leigh Simpson on 15-Nov-2023 14:47:00

When building a performance website a common mistake is leaving SEO until the end.

This often stems from working with a designer who sees their role as taking care of the visual experience and that SEO is a separate project to be taken care of by a different team post-launch. This is the wrong way to go about it.

Topics: Website
4 min read

Performance Websites: Great Design = Inspired Specifiers

By Leigh Simpson on 08-Nov-2023 12:50:00

“What I want to see is websites being better curated – more thought about graphically. Because there is nothing worse than having a really good technical resource that is awful to look at.” - Ged Couser, Architect Director, BDP 

Topics: Website
4 min read

Performance Websites: 7 Essential Sections For Max Impact

By Leigh Simpson on 01-Nov-2023 14:59:00

Most people would agree that their website is a critical tool for connecting with their target audience and driving growth - not just a digital brochure. Now let's dig into the 7 sections that really make the difference.

Topics: Website
3 min read

Performance Websites: Assembling & Organising the Team

By Leigh Simpson on 25-Oct-2023 10:30:00

The success of a construction website design project depends on effective project management, clear objectives, adequate planning and excellent communication among team members. 

How do you make sure all these things are in place? By making sure the right people are in the right roles and that those roles are clearly defined and understood across the team.

Topics: Website
9 min read

HubSpot: What's New In October 2023

By Ainhoa Rodriguez-Muguruza on 24-Oct-2023 12:14:00

As we step into the latter part of the year, it's the perfect time to contemplate the future of your business. We're amidst a rapidly changing landscape, and now more than ever, it's crucial to align your business aspirations with a flexible and customised CRM solution. This blog serves as your portal to stay informed about the most significant HubSpot updates this month.

Topics: HubSpot
3 min read

Performance Websites: 10 Tips for Choosing The Right Partner

By Leigh Simpson on 18-Oct-2023 15:52:00

How do you select the right partners for your construction website design and development projects?

Topics: Website
7 min read

Marketing to Architects: How to Create a Plan & Get Exec Buy-In

By Brennan Chui on 18-Oct-2023 11:35:51

Here’s the hardest part about marketing to architects. You have to focus on this singular audience.

Many are afraid of missing other opportunities - “We want to speak to distributors, contractors, and clients too.”

We get it. But there's a better way to approach this.

Topics: Lead Generation Inbound Marketing Marketing Strategy
4 min read

#INBOUND23: How Companies Are Achieving Massive ROI by Moving to CMS Hub

By Ainhoa Rodriguez-Muguruza on 10-Oct-2023 15:35:00

Businesses must constantly adapt and evolve to stay competitive.

A significant part of this adaptation involves the effective management of their online presence. A robust online presence is crucial for construction companies to attract potential clients and showcase their portfolio of projects.

Topics: HubSpot
4 min read

Marketing to Architects: Auditing Your Efforts

By Jack Meisinger on 10-Oct-2023 11:00:00

So you want to market to architects and are ready to go all in? What’s the next step? The key to any project is a solid bit of analysis. 

Topics: Marketing Strategy
4 min read

#INBOUND2023: What if You Could Build the CRM of Your Dreams with HubSpot?

By Ainhoa Rodriguez-Muguruza on 03-Oct-2023 15:05:00

So, what if you could build the CRM of your dreams? What if you could seamlessly integrate your processes and data into a powerful CRM that not only meets but exceeds your unique needs? As HubSpot Partners, we believe you can, and we can help you with that!

Topics: HubSpot
5 min read

Marketing To Architects Through CPD Presentations

By Jake Derry on 03-Oct-2023 10:00:00

Building product companies face a significant hurdle when marketing to architects. Connecting with architects is vital as they hold the key to shaping architectural projects and specifications, but they aren't easy to reach through traditional marketing channels.

This is where CPD comes in.

Topics: CPD Marketing Strategy
9 min read

HubSpot: What's New in September 2023

By Ainhoa Rodriguez-Muguruza on 28-Sep-2023 09:33:00

As we step into the latter part of September, have you contemplated the future of your business? Most of us are already seeing a paradigm shift, it's vital to harmonise your aspirations with a flexible and custom-tailored CRM solution. This blog is your gateway to staying in the loop on the most significant HubSpot advancements this month.

Topics: HubSpot
4 min read

#INBOUND23: The 10 Challenges Building Product Companies will Face in 2024 and How HubSpot Can Help

By Ainhoa Rodriguez-Muguruza on 26-Sep-2023 14:48:00

The landscape of building product companies is constantly evolving, and as we approach 2024, new challenges and opportunities are on the horizon. In this blog post, we'll delve into the ten key challenges that product companies are likely to face in 2024 and explore how HubSpot, a leading CRM and marketing automation platform, can help address these challenges.

Topics: HubSpot
4 min read

Marketing To Architects: Technical Content

By Emma Gibbons on 21-Sep-2023 15:33:28

In the built environment, technical content serves as the backbone of every new project, so understanding the sources architects turn to for this information is crucial for your marketing strategy.

Topics: Content Marketing Inbound Marketing Marketing Strategy
7 min read

#INBOUND23: 15 Things Every HubSpot Admin in the Construction Industry Needs to Know

By Ainhoa Rodriguez-Muguruza on 19-Sep-2023 14:24:00

In an increasingly competitive business landscape, companies in the construction industry are turning to advanced CRM tools like HubSpot to streamline their operations, enhance customer relationships, and boost growth.

Topics: HubSpot
5 min read

Leveraging Content Marketing to Reach Architects

By Brennan Chui on 14-Sep-2023 15:59:31

In a notoriously competitive industry like construction, standing out from the crowd requires some hard work. Effective content marketing can help you achieve this goal by strategically positioning your brand on search engines for relevant topics, which in turn attracts more qualified leads to your business.

Topics: Content Marketing
4 min read

#INBOUND2023: Revolutionise Your Website Creation with HubSpot's New AI Website Generator

By Ainhoa Rodriguez-Muguruza on 14-Sep-2023 14:56:00

As we enter the last quarter of 2023, having an online presence is not merely an option; it is an absolute necessity. Nevertheless, crafting a website that genuinely reflects your business ethos and engages your audience has frequently entailed a labour-intensive and costly undertaking, replete with intricate coding and design work.

Topics: HubSpot
5 min read

#INBOUND23: HubSpot's AI Product Launches in 2023

By Ainhoa Rodriguez-Muguruza on 11-Sep-2023 14:05:32

Staying ahead of the curve is essential for success. And, yes, that might involve AI.

HubSpot understands this better than most.

That's why, in 2023, HubSpot has rolled out a slew of exciting AI product launches aimed at helping businesses supercharge their marketing and sales efforts. According to The HubSpot Blog's State of AI Report, over 85% of marketers and sales professionals agree that AI enhances content quality and prospecting efforts.

Topics: HubSpot
4 min read

Growth Driven Design: A Smarter Approach to Web Design

By Leigh Simpson on 07-Sep-2023 12:22:10

Growth Driven Design (GDD) is a website design and development approach that emphasises continuous improvement and optimisation that is is particularly effective in the built environment.

Here's how it can help you launch website projects more quickly while improving results.

Topics: Website
6 min read

Marketing to Architects: Mastering SEO-Driven Content

By Jake Derry on 07-Sep-2023 10:49:27

Building product companies often grapple with the challenge of reaching architects at the opportune moment. But standing out amidst the competition demands more than just great products.

To reach the right audience at the right time, a marketing approach that aligns with architects' concept and design research process is essential.

Topics: Content Marketing Inbound Marketing Marketing Strategy
4 min read

4 Benefits of Integrating Your CRM & Website

By Leigh Simpson on 01-Sep-2023 09:48:13

Integrating your CRM with your website is a serious super power. For example, it enables you to see which pages of your website a contact has looked at, when, and how many. And that's just the beginning. But most companies aren't doing it.

Topics: Website
6 min read

Marketing To Architects: The Power Of Integrated Marketing

By Jake Derry on 01-Sep-2023 09:19:38

Reaching architects at the right time presents a formidable challenge for construction companies seeking to promote their products and services effectively. In this digital era, the key to success lies in building meaningful connections and personalised interactions.

Topics: Content Marketing Inbound Marketing Marketing Strategy
8 min read

HubSpot: What Is New In August 2023

By Ainhoa Rodriguez-Muguruza on 24-Aug-2023 12:30:00

As we leave August behind, let's take a moment to consider how your business is looking to wrap up the third quarter of 2023. Envisioning the months ahead, it's clear that data and, moreover, quality data, will play a pivotal role, and a strategic CRM system will likely be at the forefront. Aligning your aspirations with a dynamic and customised CRM solution is more crucial than ever.

Topics: HubSpot
7 min read

6 Keys to Website Strategy in the Built Environment

By Leigh Simpson on 22-Aug-2023 11:15:03

Before you begin a website update or redesign, it is important to ensure that your website strategy is well-defined and aligned with your business goals.

Topics: Website
6 min read

Website Design Essentials for Effective Marketing To Architects

By Brennan Chui on 22-Aug-2023 09:27:26

Your website is an essential part of marketing to architects and, according to our research, it is their "first port of call" when researching new products. 

However, many building product companies consider their website a brochure. A static page. 

Your website can be so much more than that!

Topics: Website
5 min read

Why Most Construction Industry Websites Fall Short

By Leigh Simpson on 17-Aug-2023 12:32:27

A good website is a critical asset for every business, but the unique dynamics of the construction industry make website design more complex than in other B2B sectors.

Topics: Website
10 min read

Marketing to Architects: The Specification Process & RIBA PLAN OF WORK

By Jack Meisinger on 16-Aug-2023 17:05:54

Before you start getting into the tactics of how to market to architects, it’s important to understand the specification process they go through, and how that fits into the project life cycle.

This enables you to convey the right messages, andprovide the right materials, at the right time. 

Topics: Inbound Marketing Marketing Strategy
4 min read

What Is a Performance Website (and Why Do I Need One?)

By Leigh Simpson on 08-Aug-2023 16:16:13

When a performance website kicks in, your business will feel it.

A performance website is purposely designed to be easy to find online by your target audience when they are looking for information that relates to your industry. It is packed full of useful content and is easy to navigate and understand.

But that's just the beginning...

5 min read

Marketing To Architects:  Preferred Channels

By Emma Gibbons on 08-Aug-2023 15:20:52

As a building product company, it’s important to know which channels architects prefer, so you can make sure your content shows up in the right places. 

If you’re aiming to capture an architect’s attention, this could be different to the channel you use to target other members of the construction industry.

Topics: Content Marketing Inbound Marketing Marketing Strategy
5 min read

Marketing To Architects: The Persona

By Emma Gibbons on 01-Aug-2023 16:22:11

How does an architect think?

Unless you undergo seven years of intensive training, it's hard to understand fully. 

Marketing to Architects is a challenge because of this. Their persona is complex - technical, analytical, and creative. Drawn to self-expression but restrained by regulations and limitations.

Also, architects are exacting and have high standards for their suppliers. They are constantly under time pressure, and the easier you can make their life, the better.

Understanding their point of view is crucial to marketing to them.  

Topics: Content Marketing Inbound Marketing Marketing Strategy
8 min read

HubSpot: What Is New in July

By Ainhoa Rodriguez-Muguruza on 27-Jul-2023 10:36:00

Looking ahead to the end of Q4 2023, how do you expect your business finishing the year? It is likely that that vision will involve the right tech and, most likely, the right CRM. It is essential to align your goals with a flexible and tailored CRM solution. In this blog post, I will share with you how HubSpot can be the CRM that help you drive your business forward and achieve your 2023 goals.

Topics: HubSpot
14 min read

The Challenge of Marketing to Architects

By Jack Meisinger on 27-Jul-2023 10:25:52

Why should you read an article about marketing to architects? 

There are two potential reasons.  

1. you are a marketer for a building product company.

2. You are responsible for revenue for a building product company and are seeing a decrease in sales performance and wondering whether marketing can help.

Topics: Inbound Marketing Marketing Strategy
15 min read

How FAQs can Drive Traffic and Visibility for Building Products Businesses

By Henry Jones on 24-Jul-2023 09:00:00

This blog will uncover the untapped power of Frequently Asked Questions (FAQs) – the game-changer your marketing strategy has been seeking!

In this guide, we'll unveil the immense potential of FAQs in driving traffic and boosting your website's rankings on Google, all while supplementing your content marketing and SEO-optimised product pages.

Get ready to discover the secret sauce that showcases your content like never before!

Topics: SEO
7 min read

How To Leverage AI Content Generation For Your Business In 2023

By Jake Derry on 17-Jul-2023 10:30:00

It feels like there are two very opposing camps when it comes to using AI for content marketing in 2023. Those that are looking to embrace the latest innovation, and those that are apprehensive of what AI could mean for the world, or even for them personally.

Topics: Content Marketing Trends Inbound Marketing
4 min read

How to Define Your Vision & Mission Statement

By Leigh Simpson on 14-Jul-2023 11:25:39

A clear vision and a well-crafted mission statement are the foundation of any successful business.

In the construction industry, companies often focus on project timelines and profit margins, overlooking the importance of a broader, long-term vision.

In this blog post, we will discuss why defining a vision is important, what elements should be included, and how to produce a mission statement that supports your vision and guides your marketing strategy.

Topics: Marketing Strategy
8 min read

INTERVIEW: Dennis Helderman, Co-founder easyToolHire

By Jack Meisinger on 28-Jun-2023 14:49:27

In our most recent episode of SNAGGED (the construction sales and marketing podcast) we interviewed Dennis Helderman, Co-Founder and CCO of EasyToolHire, about the challenge of modernising a "hand shake" industry.

EasyToolHire has successfully brought an eCommerce experience to their customers. Dennis revealed that the key to their growth has been a strong focus on SEO (Search Engine Optimization). However, he also acknowledged the challenges they have faced in getting it right.

Topics: SEO Marketing Strategy
8 min read

SEO: Your Construction Marketing Rocket Fuel

By Leigh Simpson on 28-Jun-2023 14:00:00

"Ready to launch your online marketing strategy sky high? SEO is your rocket fuel, get ready to ignite."

Picture a space rocket. It's awe-inspiring and full of potential, but without the right fuel, it stays grounded. In the realm of digital and inbound marketing, Search Engine Optimisation (SEO) is that much-needed propellant. It's the high-octane fuel that ignites your online presence and launches it into the stratosphere.

Let’s explore the key concepts of SEO, with a few space-related puns thrown in.

Topics: SEO Marketing Strategy
8 min read

HubSpot: What Is New In June 2023

By Ainhoa Rodriguez-Muguruza on 28-Jun-2023 11:27:00

As we reach the halfway point of the year, it's time to reflect on how your business has progressed and envision its future by the end of Q4 2023. To facilitate your transformation, it is crucial to align your strategies with a flexible and tailored CRM solution. This blog aims to keep you updated on the most noteworthy HubSpot advancements throughout the month of June!

Topics: HubSpot
3 min read

The Power of Strategy: Moving Beyond Tactics in Construction Marketing

By Leigh Simpson on 21-Jun-2023 22:45:31

Have you ever found yourself, or your team, drowning in the whirlpool of daily tasks, bogged down by social media campaigns, content creation, and lead generation?

You're doing everything that your marketing handbook tells you to do. And yet, something seems amiss. There's a void that these tasks aren't able to fill.

But what is it?

Topics: Marketing Strategy
7 min read

HubSpot: What Is New In May

By Ainhoa Rodriguez-Muguruza on 25-May-2023 10:41:00

How do you envision your business by the end of Q4 2023? If you're ready for a transformation, it's crucial to align it with a flexible and tailored CRM solution. This blog will keep you updated on the most noteworthy HubSpot advancements throughout the month of May.

Topics: HubSpot
10 min read

4 Stages of Creating a Content-Driven Marketing Engine

By Henry Jones on 18-May-2023 16:43:13

In the ever-evolving landscape of digital marketing, content remains king. A well-executed content strategy can drive organic traffic, engage target audiences, and lead to conversions. However, building a robust content-driven marketing engine requires a systematic approach that spans multiple stages of development.

Topics: Content Marketing SEO Lead Generation
12 min read

Join Us For HubSpot's World Certification Week 2023

By Ainhoa Rodriguez-Muguruza on 12-May-2023 10:37:19

Did you know that the construction industry has gone digital?

Well, you cannot say that we did not warn you! Since 2020, the built environment has undergone a significant transformation recognising the need to keep up with new trends and to ensure that they have the right tools and resources to grow their building product business. And, for that, people are finding that the key to success in this digital world is communication. Is your marketing geared to work in 2023?

Topics: HubSpot
8 min read

HubSpot: What Is New In April

By Ainhoa Rodriguez-Muguruza on 27-Apr-2023 11:22:00

As the Q1 2023 fades away in the distance, product brands are actively seeking innovative ways to boost their marketing, sales, and service processes. How do you want your business to look like by Q4 2023? If you are looking for a change, it is likely that this needs to happen hand-in-hand with an adaptable, fully customized CRM. This blog will keep you in the loop on the most significant HubSpot updates throughout the month of April.

Topics: HubSpot
6 min read

How to Optimize Your Videos for Better Search Rankings

By Henry Jones on 20-Apr-2023 17:07:17

Whether you're supplying to contractors, architects, or specifiers we'll show you how to get your videos ranking higher on search engines, driving more traffic to your website, and helping you grow your business.

Topics: SEO
7 min read

Top 5 Building Product Websites (April 2023)

By Jack Meisinger on 19-Apr-2023 15:45:39

Here's a list of 5 of the best building product websites.

This is in no way a complete list – it is 5 of our favourites! Over the coming months we will continue to highlight building product companies that are also doing a great job serving their customers online (stay tuned). 

Topics: Website Design
9 min read

Creating An Effective CPD of Value: DO's and DON'T's Checklist

By Brennan Chui on 11-Apr-2023 14:45:07

A QUICK RECAP OF WHAT A CPD IS… 

Continuing Professional Development (CPD) refers to the ongoing process of learning, developing skills, and improving knowledge in one's chosen profession. It is an essential part of personal and professional growth for construction professionals as it allows them to hone their skills and knowledge, and stay up-to-date with the latest developments in their field.   

An effective CPD can enhance the professionals’ competencies, improve their job performance, and advance their career prospects. But as a CPD provider, you’ll also earn a role as a trusted advisor and have a higher chance of getting your products specified. 

 

Here are all the Do’s and Don’ts when it comes to CPD creation.  

Topics: CPD
7 min read

HubSpot: What Is New In March

By Ainhoa Rodriguez-Muguruza on 28-Mar-2023 12:43:00

As the first quarter of the year gains momentum, product brands are actively seeking innovative ways to optimize and streamline their marketing, sales, and service processes, while elevating the achievement of key performance indicators and goals. Does this resonate with you? An adaptable, fully customized CRM is the key to conquering these objectives, and staying current with the latest features ensures you're maximizing the potential of your chosen platform. This blog will keep you in the loop on the most significant HubSpot updates throughout the month of February, empowering your brand for success.

Topics: HubSpot
5 min read

Expertise, Authority, and Trust: A Beginner's Guide to E-A-T in SEO

By Henry Jones on 24-Mar-2023 09:07:09

If you're new to the world of SEO, you may have heard the term E-A-T thrown around a lot lately. But what exactly is E-A-T, and why does it matter for search engine optimization? In this beginner's guide, we'll break down the basics of E-A-T and offer practical tips for improving it on your website.

Topics: SEO
5 min read

The Basics Of Backlinking

By Emma Gibbons on 23-Mar-2023 11:00:00

Confused about backlinks, how they are curated and why they are useful?

Backlinks are a key component of SEO and can help your website to rank higher in search engine results pages (SERPs).

Topics: SEO
5 min read

Specification Marketing: Why Digital Specialists Get it Wrong

By Jack Meisinger on 16-Mar-2023 16:28:42

Building product businesses are racing to support specifiers’ online specification research process, but are not getting the best advice on how to do this. Digital specialists are not generally construction specialists, and often don’t understand the complexities of the industry and the specification route to market.

Before we go any further on this, first let’s address what makes the digital specification research process so important.

Topics: Content Marketing Website
6 min read

CPD in 2023: The Post COVID Era

By Brennan Chui on 15-Mar-2023 11:00:00

A lot has changed since the pandemic.  

Even though the pandemic period is over, it seems that some changes are here to stay.  

As remote work and video conferencing are becoming more prevalent and establishing a new norm, we are seeing increasing demand for online CPD

Topics: CPD
8 min read

10 Reasons Your Growing Building Product Business Needs A CRM

By Ainhoa Rodriguez-Muguruza on 10-Mar-2023 11:52:05

Managing contact and client information might seem simple in the early stages of the development of a company. An Excel spreadsheet is comfortable enough and, even if some members of your team struggle to find documents in the endless loops of folders within folders that you have on your shared server, there is no need to panic. Yet, as your company expands, you bring on more clients, and you recruit more staff, and… panic.

Topics: HubSpot
6 min read

8 Common Mistakes Building Products Businesses Make In Website Design

By Sandy Bassi on 28-Feb-2023 11:22:00

A unique and compelling website isn’t an option anymore. If a building products business has a poorly designed website, it can result in losing customers and potential leads turning to competitors.

Regrettably, this happens frequently as many small building product businesses create their websites to cut costs rather than working as a lead magnet.

In this blog post, we'll explore the top six website design mistakes to avoid so you can ensure users have positive experiences on your website…

Topics: Website
4 min read

5 Tips To Optimise Your Building Products Website For Lead Generation

By Sandy Bassi on 24-Feb-2023 10:30:49

Is your website design made to help individuals move through the buyer's journey?

The issue is that 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, the design itself might be causing users to bounce and click off your website. 

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

Here’s how you can get started…

Topics: Website
5 min read

How to Beat Bigger Brands with Modern CPD Strategy

By Jack Meisinger on 24-Feb-2023 10:13:17

Many businesses don't understand the full potential of CPD.

They have KPI’s for their sales team to deliver x number of CPD’s per year. Or they have a goal to get RIBA approval. Or they have a series of slideshows hosted on their website.

But most companies don't have a CPD educational program delivered over multiple channels despite the fact that this has massive potential to drive sales.

Topics: Content Marketing CPD Inbound Marketing
9 min read

HubSpot: What Is New In February 2023

By Ainhoa Rodriguez-Muguruza on 21-Feb-2023 11:38:00

As we ease into the year, Q1 KPIs and goals get more and more real, and building product brands are looking into different ways to optimise and streamline their marketing, sales, and service processes. Sounds familiar? A fully-customised CRM is a fantastic way of achieving that, but when choosing a CRM, it is important that you keep up with its new features so you can make the most of your platform. This blog will provide you with a summary of the most important HubSpot news during the month of February.

Topics: HubSpot
7 min read

How To Create An Effective SEO Content Strategy

By Henry Jones on 16-Feb-2023 12:57:38

Creating an effective SEO content strategy can seem daunting for anyone unfamiliar with the intricacies of search engine optimization. However, having a planned and organized approach to your content marketing efforts can be incredibly rewarding in the long run.

Topics: Content Marketing SEO
7 min read

What is CPD & why do you need it?

By Brennan Chui on 09-Feb-2023 10:00:00

Professional success is an ongoing journey with no end.

As the world and technology evolves at rocket speed, especially throughout the last decade, Continuous Professional Development (CPD) is how professionals maintain their skills, knowledge, and understanding to remain up-to-date with industry best practices and stay on top of their game.

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

Topics: CPD
13 min read

6 Principles Of Good Building Product Website Design

By Sandy Bassi on 02-Feb-2023 14:00:00

With the vast majority of customers turning to the internet to search and find businesses, it’s essential to have a good, solid website design. 

Web design can make or break the user experience, and ultimately determine whether or not people will return to your building product website.  

That's why it's important to understand the principles of good building product website design and to apply them to ensure your site is built to convert traffic into customers.

Topics: Website
2 min read

How AI is Changing Marketing

By Jack Meisinger on 30-Jan-2023 15:20:14

Microsoft recently made a $10 billion investment in an artificial intelligence company called Open AI.

Topics: Content Marketing
9 min read

HubSpot: What Is New In January

By Ainhoa Rodriguez-Muguruza on 24-Jan-2023 11:53:28

A new year, a new HubSpot update! At HubSpot, there has certainly not been time to rest. We have started 2023 with one of the most interesting and exciting set of updates, concerning marketing, sales, service, website, and operations. 2023 opens a wide range of opportunities for the built environment and it is important to ensure that your company has the right tech stack to deliver these goals. Are you ready?

2 min read

Specification Marketing: Marketing to Architects

By Jack Meisinger on 19-Jan-2023 16:47:58

Marketing to specifiers can be a daunting task.

Topics: Lead Generation Inbound Marketing
8 min read

Why Should HubSpot Be Part of Your 2023 Marketing Strategy For Your Building Product Brand

By Ainhoa Rodriguez-Muguruza on 12-Jan-2023 16:58:00

A CRM is a key component of a philosophy that approaches the customer as an invaluable asset around which your construction brand should evolve and grow. HubSpot represents a change of paradigm in marketing and sales processes, including the specification process, and helping building product brands become more customer-centric, ensuring their growth. Is your 2023 strategy benefiting from all the perks of using the right CRM?

Topics: HubSpot
10 min read

3 Sales Tips to 20x Your Win Rate

By Leigh Simpson on 06-Jan-2023 09:06:13

For many businesses, a common assumption is that more web traffic is needed to drive growth. Upon closer inspection, this is rarely the case.  

Topics: Sales
9 min read

HubSpot: What Is New In December

By Ainhoa Rodriguez-Muguruza on 23-Dec-2022 09:31:00

Well, the clock is ticking and... 2023 is almost here! A new year comes with new opportunities and, even if it might seem daunting, when supported by specialised consultants, platforms like HubSpot can optimise your processes, making sure that we make of 2023 your year.

Topics: HubSpot
12 min read

25 HubSpot Features You Should Use In 2023

By Ainhoa Rodriguez-Muguruza on 20-Dec-2022 09:39:13

This year has seen major updates to HubSpot's  platform, which have made it even more efficient and effective! We're expecting even more improvements in 2023, so it's important to be aware of all the features available. Keep reading for a summary of the most important changes and updates for this year, and how to make the most of them moving into 2023.

Topics: HubSpot
8 min read

HubSpot: What is New In November?

By Ainhoa Rodriguez-Muguruza on 28-Nov-2022 11:19:00

Someone needs to say it… There are only 8 weeks until the end of the year! It might seem that 8 weeks is not a lot of time, not enough, at least, to get something meaningful done, but that is not necessarily true. When supported by specialised consultants, platforms like HubSpot can make a difference in less time than we think, allowing you to start the new year with the best platform currently available for marketers, sales and service representatives, and operations managers.

5 min read

6 Elements Your Building Product Website Needs

By Louise Urquhart on 23-Nov-2022 14:15:19

What separates a good website from a bad one?

Unfortunately, construction websites are normally associated with being unattractive, outdated, difficult to navigate and lacking when it comes to providing the content specifiers need.

It’s so important that your website is made to convert, but it can be difficult to decide which elements to put on your site.

Your building product website's overall user experience will determine its success or failure; here are 6 elements your site needs…

4 min read

SPECIFICATION MARKETING: 6 Steps to Project-Based Marketing

By Jack Meisinger on 18-Nov-2022 16:53:13

Over the past decade, many marketing departments have initiated account-based marketing (ABM) campaigns.

Topics: Inbound Marketing
5 min read

5 Social Media Trends You Must Know For 2023

By Alex Miles on 18-Nov-2022 10:51:40

2023 is just around the corner!

And with a new year comes new trends to follow and and utilise in our marketing strategy.

Topics: Social Media
4 min read

Considerations For Getting Your RIBA CPD Approved In 2023

By Jake Derry on 08-Nov-2022 15:46:31

Continuous Professional Development (CPD) is needed more than ever within the construction industry. With evolving regulations and a global push for more sustainable and ethical practices, architects are leveraging CPD to seek out the latest industry developments in the construction environment.

Topics: CPD
5 min read

7 Construction Marketing Themes You Should Be Writing About To Improve Your SEO

By Henry Jones on 04-Nov-2022 11:36:53

Ever found yourself wondering what your building products business should be blogging about? Have you established a content strategy but you’re struggling to turn it into action? Have you been asked to write about a topic but you’re not confident that Architects and Specifiers will want to read what you have to say?

Topics: Content Marketing SEO Inbound Marketing
6 min read

How Architects Really Feel About Your Website (10 Specifier Insights)

By Jack Meisinger on 03-Nov-2022 16:44:52

At the beginning of the year, we interviewed 7 architects in Manchester to help us understand what they think about building product websites.

Topics: Website Inbound Marketing
9 min read

HubSpot: What Is New In October 2022

By Ainhoa Rodriguez-Muguruza on 31-Oct-2022 10:33:00

We start the last quarter of the year with a new list of updates that HubSpot is releasing as we finish the year. HubSpot is positioning itself as one of the go-to CRM platforms for 2023, having been named by Gartner as a Leader in the Magic Quadrant for B2B Marketing Automation Platforms. The evaluation was based on specific criteria that analysed the company’s overall "Completeness of Vision" and "Ability to Execute. Want to learn more?

Topics: HubSpot
5 min read

5 Construction Instagram Accounts to Add To Your Feed

By Alex Miles on 28-Oct-2022 11:59:27

In the past year we have covered our top construction accounts for LinkedIn and TikTok, this time we will be covering Instagram.

Topics: Social Media
5 min read

Sales Efficiency: 4 Tips For Building Products Manufacturers

By Leigh Simpson on 27-Oct-2022 17:01:29

Sales is about selling, yet we see many building product companies working with a different definition. 

In some companies, salespeople spend most of their time keeping existing customers happy instead of finding new ones.

In other companies, they measure their success in terms of activity, like ‘How many people did you call this week?’ Which doesn’t focus on key sales goals and finding good fit leads.

These types of salespeople follow a simple approach:

  1. We have a product we want to sell
  2. There are customers who should buy it
  3. If we call on enough of them, we’ll eventually stumble upon someone who will buy our products

Simple, yes. But not very effective or efficient.

Thankfully, there’s a better way. Here are 4 ways you can make your sales team more productive…

Topics: Sales
6 min read

The Rare Skill Of Specification Marketing

By Jack Meisinger on 27-Oct-2022 15:53:45

There is a huge need for specification marketers. But there are not many of them out there. And not many people understand what specification marketing is and how it’s different from traditional construction marketing.

Topics: Inbound Marketing
10 min read

Top 5 Construction TikTok Accounts You Should Be Following

By Alex Miles on 07-Oct-2022 11:46:59

TikTok has come a long way since its global release in 2018, it’s safe to say you can find a TikTok account and videos for every industry and major business in the UK. There are still many businesses that haven’t fully adopted TikTok in their marketing strategy, as the app isn’t taken as seriously due to the misconception of being a “dance app.” But those who have, show their success through their high number of followers and engagement.

Topics: Social Media
4 min read

Why Your Building Product Business Should Consider Podcasting

By Sandy Bassi on 06-Oct-2022 15:45:48

7.1 million people in the UK are now listening to podcasts every week, with regular listeners consuming an average of 7 episodes each time.

These numbers have increased by 25% since last year and are still rising.

However, what does this mean for building product businesses like yours? And how can you leverage the growth of podcasts to reach your audience?

Incorporating podcasts in your construction marketing plan can help your small business in a variety of ways, including sharing information about products/services, company news, and general industry news.

Chances are, architects and specifiers are listening to podcasts and it’s your chance to reach them with podcasting.

Here’s why you need to consider podcasting…

8 min read

HubSpot: What Is New In September

By Ainhoa Rodriguez-Muguruza on 30-Sep-2022 11:43:00

We just came back from INBOUND22 and, wow! HubSpot has definitely given us a few surprises. Whilst no products were released, it is clear that HubSpot is maturing and it is stablishing itself as an end-to-end one-platform CRM software that can work in tandem with other integrations. As HubSpot users, INBOUND22 gave us the confidence that we are in safe hands.

Topics: HubSpot
6 min read

Prepare Your Construction Marketing Plan in 2023

By Ainhoa Rodriguez-Muguruza on 30-Sep-2022 11:38:42

With Q4 drawing near, building product businesses are contemplating how they can improve their performance in preparation for the upcoming year.

This is the time marketing plans get drafted, modified, discarded, and reformulated, to be the pillar on which the company rests as the team steers the business to success. A marketing plan should help you stay on track with company objectives, mission, and KPIs and achieve maximum potential for your building product brand.

In 2022, the average percentage of the revenue spent on marketing has been 11%. This budget increased year-on-year since the pandemic, reflecting the new role marketing is playing in the success of the industry in the post-pandemic world.

2023 is a likely contestant to see some of the biggest marketing budgets to date, asking marketers across the industry to be more resourceful with how they design their marketing plans.

Topics: Content Marketing
4 min read

#INBOUND22 Branded Podcasts - Getting Real About The Challenges

By Jon Gamble on 23-Sep-2022 11:57:17

Podcast gurus Nadjya Ghausi, Karen Burgess and Michael Gilay speak on the challenges brands face cutting through the digital marketing noise, and reveal the creative-bravery formula that makes a successful branded podcast.

Topics: INBOUND22
3 min read

#INBOUND22: From the Front Lines of Libya to Tech Entrepreneur

By Jack Meisinger on 23-Sep-2022 11:01:57

Trint CEO and founder Jeff Kofman talks about how his previous career as an Emmy award winning wartime reporter from places like Iraq and Libya prepared him for life as the Founder of a tech company. Jeff draws on five key lessons that he learned from the field and how they can be applied to the tech world as he has navigated this chapter of his career.

Topics: INBOUND22
5 min read

#INBOUND22 They Snooze, You Lose: How to Take Your Webinars from Boring to Buzzworthy

By Alex Miles on 22-Sep-2022 08:05:49

Since the height of the COVID-19 pandemic in 2020, webinars which were once considered outdated, have made a tremendous comeback. They allow businesses to host webinars as CPD, product placement and even thought leadership pieces, all hosted from the comfort of your own home or office space.

Topics: INBOUND22
3 min read

#INBOUND22 Turning Creativity Into A Marketing Funnel

By Sandy Bassi on 20-Sep-2022 16:16:00

LIVE FROM #INBOUND22

Netflix, Disney+, and even TikTok have raised the bar on audience expectations. What’s the result of this?

Whether you're creating on behalf of Pixar, or your small building product business, you've got to get creative if you want to compete. 

This creates pressure in the marketing space of today, especially in construction. But, it's also an opportunity.

Those who get creative, authentic, and engaging will be rewarded. However, what about the ROI on that creativity? In this INBOUND22 session by Lindsay Tjepkema, we covered how to maximise your return on creativity by starting with core creative content, breaking it into smaller pieces, and amplifying it.

Topics: INBOUND22
3 min read

#INBOUND22 How You Can Use Video Across Your Customer Journey

By Sandy Bassi on 16-Sep-2022 09:16:00

LIVE FROM #INBOUND22

As video usage is increasing, our attention spans online are decreasing. Whether we’re quickly watching 10 second videos or along the 79% of individuals who watch videos on mute – getting your video strategy right is essential.

As many companies are now adopting video marketing, don’t let your building product business fall behind.

This #INBOUND22 session ran by Taylor Corrado and Chris Lavigne worked through an interactive framework for creating the most impactful videos and getting them in front of the right audience at the right point in the customer’s journey.

There are three core marketing goals where video can make a big difference - Acquisition, Adoption, and Brand.

The session covers where to focus your creative team, and how you can scale and measure the impact of video on your business. Here’s the rundown…


Topics: INBOUND22
3 min read

#INBOUND22 Your Event Is Over. Now What?

By Sandy Bassi on 14-Sep-2022 12:31:00

Live From #INBOUND22

Your event is over, now what?

What happens after the event is often more important than the event itself. Attendees are buzzing with enthusiasm from your event, but marketers often miss the prime opportunity for targeted follow-up.

In this session by Lauren Grady, Sara Essember, Rachel Heller and Oren Berkovich we'll explore how to turn a freshly captivated audience into an ongoing community ready to take action. 

Read on to find out how to captivate your audience after your live event…

Topics: INBOUND22
5 min read

#INBOUND22 Thinking About Changing Your CRM? This Is Why It Sounds Scary

By Ainhoa Rodriguez-Muguruza on 13-Sep-2022 16:11:58

LIVE FROM #INBOUND22

When someone that talks the talk has also walked the walk. We joined Frank Loughan, VP and Revenue Operations at ARC Document Solutions, Dilo Wijesuri, President and COO of ARC Document Solutions, and Kari Fairbanks, National Sales and Marketing and Operations Manager at ARC Document Solutions to learn about how they migrated from Salesforce into HubSpot and how that has led them to a 133% increase in new business growth year-on-year.

Topics: INBOUND22
3 min read

#INBOUND22 Humanising Content Analytics

By Henry Jones on 12-Sep-2022 15:12:36

LIVE FROM #INBOUND22

How do we build content that drives future decisions? Stephanie Schwartz, Manager of Strategy And Education at Parse.ly, and David Cardiel, VP of Marketing at WordPress VIP aimed to answer this question in their talk on Day 3 of INBOUND22.

Topics: INBOUND22
4 min read

#INBOUND22 THE FUTURE OF CUSTOMER PRIVACY WITH GOOGLE

By Alex Miles on 09-Sep-2022 19:17:25

LIVE FROM #INBOUND22

The ecosystem of digital marketing is experiencing a major shift. With more customer demands, new regulations and updates in technology have made privacy the forefront of a marketer’s mind.

But can you keep up with all these recent changes and rules? And what does this mean for marketing as a whole?

Topics: INBOUND22
4 min read

#INBOUND22 What's Next The Power Of Creativity In B2B Marketing

By Jake Derry on 09-Sep-2022 17:59:10

LIVE FROM #INBOUND22

Topics: INBOUND22
4 min read

#INBOUND22 What's Next: How To Navigate Marketing Around Search And Social Algorithms

By Henry Jones on 09-Sep-2022 17:51:13

LIVE FROM #INBOUND22 

In recent years SEOs and Content Marketers have found that search engine algorithms have gotten harder to understand and therefore finding methods for ranking their content has become tougher. Meanwhile, on social media platforms, we’re also finding that organic reach is being reduced. All whilst paid ads are continually getting more expensive to set up and manage. 

Topics: INBOUND22
4 min read

#INBOUND22 The Future of Growth Is About Connections

By Ainhoa Rodriguez-Muguruza on 09-Sep-2022 16:02:33

LIVE FROM #INBOUND22

We kicked off INBOUND22 speaking about the price of disconnection, and, throughout the event, different speakers tried to help us better understand the different strategies that we can apply to reduce the disconnection between people, systems, and community. We joined Rob Giglio, CCO, at HubSpot and Emilie Wells, CMO of Triage Staffing, to explore how the right CRM can help unlock an interconnected environment with data at its core.

Topics: INBOUND22
2 min read

#INBOUND22 The Logic of Emotion: How to Make Inaction possible

By Dom D'Angelillo on 09-Sep-2022 15:54:11

Problem / Solution.

It’s with that formula that many, many marketing campaigns have been created. Offering solutions to our customer’s problems seems like the most logical approach doesn't it?

Topics: INBOUND22
4 min read

#Inbound22: Podcast Interviewing Masterclass

By Jack Meisinger on 09-Sep-2022 15:05:34

LIVE FROM #INBOUND22

If you’ve ever turned on a podcast microphone and recorded yourself asking someone else questions about their life and work, you know that interviewing is far more than an innate ability. In this session at INBOUND22, former journalist and long-time podcaster Michael Ashford explained how to master your interview technique to create powerful conversations. 

Topics: INBOUND22
3 min read

#INBOUND22 Ignite Your Brand With Empowerment Over Interruptions

By Louise Urquhart on 08-Sep-2022 20:07:11

LIVE FROM #INBOUND22

I’m live at #INBOUND22 and one of the talks I was particularly excited about was a session with one of the world’s top advertising executives. Jeff Rosenblum is the founder of Questus, a multi award-winning agency that has worked with a plethora of prestigious clients including Apple, Disney and Amazon amongst others. He’s also the author of Exponential, the Wall Street Best Seller and the creator of the Naked Brand documentary, the Author of Friction.

Topics: INBOUND22
4 min read

#INBOUND22 RevOps And How To Achieve Scaled Growth

By Ainhoa Rodriguez-Muguruza on 08-Sep-2022 19:47:22

LIVE FROM INBOUND22

Without a unified foundation, RevOps is just a buzzword. Alison Elworthy and Sid Kumar explain to us at INBOUND22 how this new methodology aligns with the popular flywheel and the customer journey. They shared with the audience how HubSpot has elevated operations teams, helping to build an operating system that supports scaled growth. To ensure that all businesses can apply this methodology, the summarised the key pillars to get your RevOps journey started.

Topics: INBOUND22
5 min read

#INBOUND22 How To Standout Amongst The Crowd On LinkedIn

By Sandy Bassi on 08-Sep-2022 18:33:35

LIVE FROM #INBOUND22

Tapping into creativity will help your brand stand out on LinkedIn. Is your building product business making the most out of LinkedIn?

We’re live from INBOUND 2022 and this session tapped into how you can grow your LinkedIn presence through impactful and differentiated content.

Felipe Ortolano and Amanda Green cover the best practices for creative on LinkedIn, how to maximise different content types on LinkedIn, such as sponsored content, or newsletters, and create a content plan for LinkedIn.

Here’s the run-down…

6 min read

#INBOUND22 How Great Brands Scale SEO: A Behind The Scenes Look

By Henry Jones on 08-Sep-2022 15:25:00

LIVE FROM #INBOUND22

“Has your organic traffic plateaued?” A great question asked by Dale Bertrand, President at Fire & Spark in his talk at INBOUND22. Dale is someone who I had the pleasure of listening to at BrightonSEO back in April. This time in Boston, he’d be covering scaling SEO as your company grows, and using examples of how some of the best have done it previously.

Topics: INBOUND22
3 min read

#INBOUND22 Reddit & Hubspot: Community For Businesses In An Increasingly Disconnected World

By Jake Derry on 08-Sep-2022 15:00:57

LIVE FROM #INBOUND22

INBOUND22 kicked off with a great HubSpot Spotlight this morning. Hubspot CEO Yamini Rangan discussed the crisis of disconnection that businesses all over the world are struggling with today.

Topics: INBOUND22
3 min read

#INBOUND22 Using ABX To Survive (And Thrive) In An Economic Downturn

By Sandy Bassi on 07-Sep-2022 21:57:31

LIVE FROM #INBOUND22

Whether you call it a dreaded “recession” or economic downturn, it’s vital that B2B brands look to the future for GTM success in 2022 and beyond.

As companies are forced to slash budgets, it’s more important than ever to focus where ROI is quantifiable and consistent.

The future of thriving in a recession is here, and it’s Account-Based Experience (ABX). Reachdesk co-founder and CRO Alex Olley share his expertise and insights on evolving from ABM to ABX to align your marketing, sales, and customer success strategies and drive success, even with budget cuts and economic uncertainty. Read on for a summary of this session…

Topics: INBOUND22
2 min read

#INBOUND22 What's Next? Connecting with Future Buyers: Winning Mindshare to Grow Market Share

By Louise Urquhart on 07-Sep-2022 20:47:40

LIVE FROM #INBOUND22

Topics: INBOUND22
4 min read

#INBOUND22 Email Marketing Tips: DO This, Not That

By Jake Derry on 07-Sep-2022 20:38:07

LIVE FROM #INBOUND22

Topics: INBOUND22
2 min read

#INBOUND22 The Seller Free Economy: The Future of Sales & Marketing

By Dom D'Angelillo on 07-Sep-2022 19:12:30

LIVE FROM #INBOUND22

Recent studies have shown a "seller-free" sales experience is what end users want.

As generations go by, familiarity with the e-commerce approach is likely to become the norm, whatever industry you're in. 

So what can marketing teams do to work more closely with sales and be more responsible? 

Topics: INBOUND22
2 min read

#INBOUND2022 Marketing Rules of Thumb: "Trust it" or "Bust It"

By Dom D'Angelillo on 07-Sep-2022 17:50:14

LIVE FROM #INBOUND22

There are so many so-called 'rules of thumb within marketing. 

Things like "keep your copy short", "lead with the customer's problems", "be relatable" or "feature positive testimonials". The problem is, this advice isn't universal, while sometimes it helps other times it can be a hindrance. 

Topics: INBOUND22
7 min read

#INBOUND22 Has Just Started! First HubSpot Spotlight

By Ainhoa Rodriguez-Muguruza on 07-Sep-2022 17:36:06

LIVE FROM INBOUND22

It is here! It is happening! Today, at 10:30AM in Boston, US, we joined the HubSpot Spotlight on the INBOUND Main Stage to hear from Yamini Rangan, HubSpot CEO, Dharmesh Shah, co-founder and CTO, and Steph Cuthbertson CPO, all the new features and tools that the platform is releasing for 2023. The clear message was focused in connection or, rather, the lack of thereof, and we were all welcomed with a simple question that left us speechless.

Topics: INBOUND22
11 min read

Getting Ready for INBOUND22: 10 Highlights From INBOUND2021

By Ainhoa Rodriguez-Muguruza on 02-Sep-2022 10:27:34

INBOUND22 is less than a week away and we are beyond excited to be attending it live in Boston. Part of the Insynth team will be in Boston all week, from the 5th to the 9th of September, to make the most of one of the biggest and most expected marketing events of the year. And, if you are also attending INBOUND22, drop us a message. We would love to meet you there! In the meantime, here are some of the main highlights from INBOUND2021!

Topics: INBOUND22
7 min read

HubSpot: What Is New In August?

By Ainhoa Rodriguez-Muguruza on 02-Sep-2022 09:26:13

HubSpot is getting up to speed, bringing us a significant number of updates for the month of August. It is clear that HubSpot is working fast, making sure that the platform gets to INBOUND2022 in its best shape! It can be hard to keep up with all the updates the platform releases and that is why we have gathered the most relevant ones for you to look at! 

Topics: HubSpot
8 min read

Stop Losing Projects To Inferior Building Products

By Leigh Simpson on 26-Aug-2022 11:21:10

One of the most frustrating things that can happen for a building-product manufacturer is to lose out on a big sale to inferior products.

Why does this happen? And how can you prevent it? 

Topics: Sales
6 min read

Why Having A Construction Marketing Strategy Is A Must

By Henry Jones on 23-Aug-2022 14:43:40

Developing a marketing strategy is crucial to the success of any business in the building products and construction industry. People often overlook marketing, placing it under the ambiguous sales or advertising bracket but you should view marketing as so much more.

Marketing is a strategic process that should drive your business development and growth.

Topics: Inbound Marketing
6 min read

How to Make Your Building Products Blog Work Hard

By Leigh Simpson on 18-Aug-2022 11:24:00

When used in the right way, your blog can attract more traffic, bring you leads and be an asset to your sales cycle. If your blog isn’t delivering these results or helping to drive more sales, it may need a reboot.

In truth, blog posts on most manufacturers' websites are inconsistent and lack a clear strategy. But it's not all doom and gloom, here are some ways that you can improve your blog’s performance.

5 min read

How To Do A Competitor Analysis For Your Construction Marketing Strategy

By Henry Jones on 16-Aug-2022 08:39:25

By analysing your competition and monitoring them on an ongoing basis, you'll get to know their behaviour, enabling you to anticipate their actions and stay one step ahead.

Competitive research is crucial to your success as a building products business because it arms you with the ability to quickly identify industry trends and adapt to competitors' campaigns or strategies to maintain a foothold or even out-compete them.

Topics: Content Marketing
7 min read

How To Market To Architects The Inbound Marketing Way

By Sandy Bassi on 11-Aug-2022 12:29:00

The UK Construction industry is worth an estimated £110bn in revenue every year, and construction product sales turnover more than £50bn annually. Architects are responsible for the specification and selection of a very large proportion of this expenditure.

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

Topics: Content Marketing
10 min read

5 Ways In Which HubSpot Can Help You Write The Perfect Email

By Ainhoa Rodriguez-Muguruza on 09-Aug-2022 15:19:02

As the construction industry became digitalised, numerous experts foresaw the disappearance of one-to-one conversations as we knew them, predicting disruptive and spammy tendencies to take over commercial interactions. Fortunately for building product businesses, those calculations could not have been any further from the truth and high-quality, natural, and organic connections are rewarded more than ever.

Topics: HubSpot
10 min read

How To Do Keyword Research For Building Products Brands In 5 Simple Steps

By Leigh Simpson on 04-Aug-2022 15:11:36

“Keyword” is a common SEO term, but it can be misleading as to what keywords actually are and why they're so important. Matching the terms or phrases on your website with those being used by your potential users on search engines such as Google should be one of the foundation stones of your digital marketing activity and be central to all of your SEO work.

Read on for helpful tips on identifying and implementing the right keywords for your site.

10 min read

10 HubSpot Sales Tools That Can Help You Reach Your 2022 KPIs

By Ainhoa Rodriguez-Muguruza on 02-Aug-2022 15:42:12

In full recovery mode from the setbacks caused by the COVID-19 pandemic, 2022 was thought to be the year that the built environment fell back on its feet. The pressure was real!

With an increasing number of construction projects being approved, building product manufacturers had the opportunity to grow and aim for slightly more ambitious KPIs. Halfway through the year, it is important we ask ourselves where we are at and what tools we can use to ensure those KPIs are satisfactorily reached.

Topics: Sales
9 min read

HubSpot: What Is New In July?

By Ainhoa Rodriguez-Muguruza on 28-Jul-2022 11:37:00

It might be holiday season but HubSpot does not stop (actually, they took a Global Week of Rest during the month of July, but that did not keep them from releasing some fantastic updates this month!). HubSpot wants to be the go-to CRM for all businesses and it is actively listening to their customers to take their feedback on board and improve some of their features. 

Topics: HubSpot
12 min read

CPD That Works Best For Architects And Specifiers Right Now

By Paul Iddon on 27-Jul-2022 14:50:18

Recent research from the construction media index shows that 48% of architects attend a CPD because it is relevant to one of their current projects. This can be interpreted as indicating their interest in a specific product or system. 

But truth is, it’s probably a bit more complicated than that.

Topics: CPD
7 min read

10 Construction Marketing Strategies You Can Start Implementing

By Ainhoa Rodriguez-Muguruza on 26-Jul-2022 11:06:00

Often depicted as a sprint, marketing can often feel more like a marathon. It requires work, hard work that, however, if done right, always pays back. Building product brands often feel frustrated about their marketing strategy, feeling like they are trying a thousand tactics without getting any results. But there is another way (or rather, ten other ways!) to do marketing for your building product brand.

Topics: Content Marketing
6 min read

How HubSpot Can Help You To Define Your Marketing ROI

By Alex Miles on 21-Jul-2022 10:21:00

ROI or return on investment is a metric used to measure the profitability of an asset. It simply refers to measuring the results of a particular activity during a specific period of time against the initial resources first invested in said activity. When it comes to marketing, the ROI compares the amount of money spent on a campaign to the amount of revenue you have gained... Simple? Not quite!

ROI is an elusive figure for most building product businesses and getting it wrong can lead to catastrophic consequences. With HubSpot, that figure is attainable in seconds... In this blog, we learn the role of ROI in a good marketing strategy, the different ways in which it can be interpreted, and the features included in HubSpot that can help you gain clarity when looking at your marketing performance.

Topics: HubSpot
5 min read

7 Different Types of CPD for Building Products

By Rich Newsome on 19-Jul-2022 09:14:00

Ever heard of the saying,

‘All roads lead to Rome’?

Nothing could be truer for CPD. There are numerous ways that building product companies can provide educational value to their audience of building professionals, aside from the traditional ‘lunch and learn’ you may be accustomed to.

CPD is any activity undertaken by a professional that has improved and informed their practice.

This gives you abundant opportunities to establish yourself as a trusted adviser within your niche/area of expertise.

In this blog, we explore seven different activities – all of which could be classified as ‘CPD’.

Topics: Content Marketing CPD
9 min read

Is HubSpot Worth The Investment?

By Ainhoa Rodriguez-Muguruza on 14-Jul-2022 10:57:00

HubSpot has been implemented in more than 143,000 businesses in over 120 countries. It comes as no surprise that it has become one of the most popular CRM-based marketing, sales, services, and operations platform in the last ten years. A quick search in Google will take you to numerous success stories where you can see the huge impact swapping to HubSpot can have for your building product brand but, the real question is, is HubSpot really worth it?

Topics: HubSpot
6 min read

Video Marketing: 5 Tips For Social Media

By Alex Miles on 12-Jul-2022 11:39:00

When it comes to video marketing, you might automatically think of high-end advertisements on the TV, YouTube Ads. or even the kind of overproduced content that pops out of nowhere when you use social media... 

But that is about to change!

Topics: Social Media
7 min read

5 Ways In Which You Can Make Sense Of Your Database

By Ainhoa Rodriguez-Muguruza on 07-Jul-2022 10:52:00

It might seem a simple statement: in order to provide true value to your customers, you need to understand their needs. And, for that, you need to segment them. Market segmentation is not an exact science, it will depend on your building product brand, your customers, and the goals you have set yourself.

Customer segmentation can help boost conversions, reach a wider audience, and communicate more effectively with customers! For that, it is essential that all teams within your company understand how your customers are segmented, members of those departments will be able to effectively target your customers through their activity. 

Topics: Inbound Marketing
7 min read

The Benefits Of Construction Content Marketing

By Sandy Bassi on 05-Jul-2022 11:39:00

For your building product business, content marketing is vital. It helps you build trust, develop relationships, increase conversions, and generate leads by answering your audiences’ questions.  

8 min read

HubSpot: What Is New In June?

By Ainhoa Rodriguez-Muguruza on 30-Jun-2022 16:47:36

The end of the quarter brings more HubSpot updates for users to continue making the most of their CRM. With a long-awaited product release, HubSpot is paving the way for an even stronger second half of the year. If you feel like you cannot keep up with this update, do not worry! We have written a summary so you learn about them in less than 10 minutes.

Topics: HubSpot
5 min read

[Webinar Summary] Fearless On TikTok: Find Your Confidence

By Sandy Bassi on 30-Jun-2022 16:16:31

Live From #FearlessOnTikTok

TikTok has more than 1 billion active users per month and is still growing. Is this something your building product business is taking advantage of?

Hootsuite hosted an interactive, 3-day webinar packed with expert knowledge, polls and advice. Missed it? Don’t worry, here’s a run down to help your building product business become fearless on TikTok…

Topics: Social Media
7 min read

5 Effective Ways HubSpot Can Help You Manage Construction Leads

By Dorian Wallace on 23-Jun-2022 07:00:00

As a business leader in the built environment, you know how important it is to manage construction leads effectively. However, with multiple systems claiming to be the solution but very few actually meeting their claims, it can make understanding the benefits of each system challenging and selecting one confidently practically impossible.

This article will give you 5 effective ways HubSpot can help you effortlessly streamline your lead management, helping your sales team to be more aligned and productive simultaneously.

Now, let's run down some of the best ways you can align your sales and never drop the ball on a lead again.

Topics: HubSpot
5 min read

The Tool Every Barbour ABI Subscriber Should Have

By Henry Jones on 22-Jun-2022 13:03:34

Every day Barbour ABI researchers find new projects and upload them to their national database. This is a chance to connect with people working on live construction projects all over the UK.

But how many do you actually call or email?

Topics: Lead Generation
4 min read

Tips To Get Your RIBA CPD Approved Quickly

By Rich Newsome on 20-Jun-2022 18:58:58

The key to getting your RIBA CPD approved quickly is getting it right the first time.

It’s that simple.

If you don’t follow RIBA’s CPD requirements sufficiently, you will have to go back and amend your materials until they fulfil those requirements. This may involve several rounds of edits until your CPD is deemed acceptable by the RIBA.

‘Getting it right the first time’ is easier said than done, though, especially if RIBA approval is new to you.

In this short guide, we share some tips to make the whole process as seamless as possible.

8 min read

[Product Release] Design Your Website For Free On HubSpot

By Ainhoa Rodriguez-Muguruza on 16-Jun-2022 11:00:00

So… HubSpot has done it again! From June 15th, HubSpot users will be able to create entry-level websites on HubSpot for free, enjoying fantastic features such as premium hosting, SSL certificate, WAF, and 24/7 security and threat monitoring, with no monthly cost entailed to it. HubSpot has clearly understood the need of growing business for a platform that would allow them to elevate the quality of their website, regardless of the dimensions of their business or their budget.

Topics: HubSpot
5 min read

Why Hire A Construction Marketing Agency?

By Sandy Bassi on 16-Jun-2022 11:00:00

Businesses in the built environment are embracing digital marketing strategies in their marketing mix to gain a competitive advantage. 

The construction industry has a lot of potential when it comes to digital marketing. This is especially important if you're having trouble attracting customers or are simply tired of the hustle and bustle of self-promotion.

A construction marketing agency has experienced staff to handle all of your digital marketing needs in one location, allowing you to concentrate all of your efforts on running and developing your building product business. That's only one of the benefits of working with a digital marketing agency, here are the rest…

Topics: Construction Marketing Agency
8 min read

Boost The Productivity Of Your Sales Team With The Right CRM

By Ainhoa Rodriguez-Muguruza on 10-Jun-2022 10:10:02

Steve Bookbinder, CEO, author, and sales coach at DM Training, explains how, every year, salespeople are asked for more. The most common request salespeople get from their managers is to be more productive, but truth is, salespeople are already productive. For Bookbinder, the key is not working harder, but smarter; it is to maximise the time salespeople have so they can do what they do best… Selling!

Topics: Sales
5 min read

BRIGHTON SEO: What The Hell Is A Content Strategy, Anyway?

By Rich Newsome on 09-Jun-2022 16:55:39

Live From #BrightonSEO

Despite spending most of their workday diving among analytics and spreadsheets on their laptops, SEO experts thrive in face-to-face conversations. Attending the series of conferences organised within the Brighton SEO workshop has clearly shown how much we were missing talking about topics that we are passionate about and live for.

Topics: Content Marketing SEO
7 min read

HubSpot: What Is New in May?

By Ainhoa Rodriguez-Muguruza on 07-Jun-2022 12:38:23

Another month brings another blog on HubSpot's latest updates! Among other events, May gathered HubSpot's World Certification Week and the Operation Hub's first birthday, both events that created a cheerful atmosphere within the HubSpot Community. Together with those events, throughout the month of May, HubSpot has released numerous updates that can help your building product brand grow better and faster.

Topics: HubSpot
8 min read

The One Mistake You Can't Afford To Make In Construction Marketing

By Dorian Wallace on 01-Jun-2022 17:00:29

The decisions you make can impact your business's ability to operate effectively for years to come.

Amongst these decisions, is one particular area which you cannot afford to get wrong; your business data. 

5 min read

Construction Diversity: How It Can Positively Impact Your Business

By Jake Derry on 01-Jun-2022 10:29:56

Diversity probably isn’t the first word that comes to mind when thinking about the construction industry. Let’s face it – we have a long way to go!

Topics: Content Marketing
7 min read

5 Sustainability Priorities For Building Product Manufacturers In 2022

By Ainhoa Rodriguez-Muguruza on 26-May-2022 17:00:00

Understanding why building sustainability matters for the built environment will allow you and your building product brand to grow professionally and personally. The conversation has started, and it is not going anywhere. Here are the recent past, present, and future of what sustainability will bring for building product manufacturers. 

Topics: Content Marketing
5 min read

BRIGHTON SEO: The Value Of Link Building

By Rich Newsome on 26-May-2022 14:29:00

Live From #BrightonSEO

Workshops, conferences, and lectures, for me, have always been a source of inspiration. I consider myself privileged to attend talks and discussions conducted by thought-leading experts that reflect their passion for high-quality content with every slide they present. What an excellent time to be a writer!

Topics: Content Marketing SEO
7 min read

[UPDATED] The UK’s Top 52 Architecture Magazines – 2022

By Dom D'Angelillo on 20-May-2022 11:13:40

The latest version of Insynth’s Digital Construction Media Guide is available to download, ranking the top 52 architectural magazines to have your content published in throughout 2022.

Topics: Digital PR
6 min read

10 Essential Steps To Develop A Successful Construction Marketing Plan

By Ainhoa Rodriguez-Muguruza on 20-May-2022 10:31:13

The average percentage of the revenue spent on marketing is 11%. Yes, that is right! Companies are spending £1 out of every £10 that they earn on keeping the ball rolling.

And, for 44% of the companies spending that percentage of their revenue on marketing activities, the clear goal is lead generation. The main areas of investment lay within digital and online marketing, particularly focusing on paid search, SEO, and content marketing.

Topics: Content Marketing
7 min read

7 Reasons Inbound Is What Construction Needs

By Ainhoa Rodriguez-Muguruza on 13-May-2022 11:00:00

Labelled by most as one of the slowest to adopt digital transformations, construction doesn't have the best relationship with digital.

However, with 9 in every 10 architects choosing to use Google as their primary and, often, only tool, to research new products and solutions, the sector is finally catching up with digital innovation.

Considering that the construction sector has often been pointed out as the strongest resistance to digitalisation, construction leaders might have felt that technological adoption was what they needed. Technology without methodology, however, can see its effectiveness hindered.

In this blog post, I will address the challenge that building product manufacturers are facing as they are asked to update their processes and current strategies, implementing modern tactics that support their new business goals. To successfully transition, the sector needs to understand not only the software being introduced but also the methodology shift that accompanies it.

Topics: Inbound Marketing
5 min read

What Your Building Product Brand Needs For A Successful Digital PR Campaign

By Dom D'Angelillo on 06-May-2022 09:29:42

So you’ve decided digital PR is the content marketing approach you’re going to use. After all, it’ll help improve your brand awareness and Google Rankings.

The next step, however, is getting a plan in place and executing your campaign to optimise the opportunities for your building product business.

But how do you do it? What do you need that’s going to make your digital PR campaign a success?

Topics: Digital PR
6 min read

Tech Essentials For Building Product Digital CPD

By Rich Newsome on 05-May-2022 16:00:00

Creating a Digital CPD offering can be an effective way to engage a wider audience of decision-makers within the construction industry. Yet, this transition will require you to closely consider your tech stack.

An effective tech stack (i.e. the technologies you use to build and run a project) doesn’t just help you deliver your CPD in an easier way, it can influence the perception of your company – from how professional you’re perceived to be, to how efficient you’ll be to work with.

In this post, we highlight the essential and must-haves, to get your digital CPD off to the right start.

Topics: CPD
6 min read

5 Construction Marketing Services You Should Consider  for Your Building Product Business

By Alex Miles on 05-May-2022 13:04:51

Finding the right construction marketing services for your business can be overwhelming, there are certainly too many to count on both hands.

At Insynth we provide many marketing services for our clients throughout and have seen great success from utilising them in their business and gaining their target results. We know that every business is different and may not have the same goals, which is why it is good to know how different services will meet the goals of your business.

In this blog, I have compiled a list of five construction marketing services you may need for your building product business and how each one can provide success.

Topics: Lead Generation
15 min read

Join Us For HubSpot's World Certification Week

By Ainhoa Rodriguez-Muguruza on 05-May-2022 12:29:12

2022 has come with an undeniable trend: the way we do things has changed and, more importantly, has not stopped changing. As a result, the construction industry is witnessing an unprecedented transformation. And revolution, indeed, comes through education.

Powered by the sector's digitalisation, construction marketing has also had to catch up. These new trends ask for innovation in how we communicate and make sure we reach the right people, with the right message, at the right time. As HubSpot partners, we understand inbound as the new way of driving digital interactions, prioritising personalisation, relevance, and value.

Topics: HubSpot
4 min read

Here’s Why Your Building Product Company Needs Video Marketing

By Sandy Bassi on 28-Apr-2022 18:54:10

Video is increasingly being used to promote products and services in a variety of ways.

2 min read

BRIGHTON SEO: An Effective SEO Process

By Henry Jones on 27-Apr-2022 14:57:51

As someone relatively new to the world of SEO getting the opportunity to listen to the experts lead sessions on their favourite topics was an opportunity I couldn’t miss.

Topics: SEO
5 min read

How To Generate More Construction Product Leads?

By Dom D'Angelillo on 22-Apr-2022 17:45:00

Leads. No building product business would deny their importance.

Without them, you’re sitting in stasis. With them, you are driving your business forward.

While their importance can’t be understated, finding ways of getting construction leads can be challenging. Getting more leads helps you convert into more sales and in turn, more money.

Topics: Content Marketing
4 min read

[Infographic] Traditional Website Design Vs Growth-Driven Design

By Dorian Wallace on 22-Apr-2022 11:15:00

If your website is a major headache, you're far from alone.

Many building product businesses experience low lead generation, lack of ROI, and low traffic to their website pages. 

The most common solution to these issues is to re-design the website with a non-construction specialist. A process that typically costs £50,000 and takes 6-12 months to be delivered (not accounting for projects that overrun in terms of time and budget). Often with lacklustre results.

It leaves many building product business leaders perplexed. "How do we improve our site quickly and cost-effectively?" 

Sound familiar?

This blog comprehensively compares the traditional strategy website design process to the new and fastly growing 'Growth Driven Design' approach. To help you choose the right one for your website.

Topics: Website
9 min read

Why Building Product Companies Should Take TikTok Seriously

By Alex Miles on 22-Apr-2022 10:45:00

TikTok was immensely popular during the pandemic. Most of us (I know I did) enjoyed the lightheartedness of the app and found many content creators that provided entertainment for us whilst in lockdown.

But the playful nature of the platform has meant that it hasn't been taken as seriously by building product companies as it should be.

So, here are 5 reasons why your building product company should take TikTok seriously.

Topics: Social Media
9 min read

12 Video Marketing Strategies You Should Try In 2022

By Ainhoa Rodriguez-Muguruza on 22-Apr-2022 08:15:00

With Instagram, TikTok, and LinkedIn (yes, indeed!) boosting the reach video content gets in their network, it comes with no surprise that marketers around the globe are prioritising video-based marketing in their strategy.

Is this shift towards video content applicable to building product manufacturers? It is, it absolutely is! In this post, I will go over the different types of video marketing strategies you should try in 2022 to make the most of your marketing efforts.

Topics: Content Marketing
8 min read

HubSpot: What Is New In April?

By Ainhoa Rodriguez-Muguruza on 18-Apr-2022 06:30:00

And, just like that… Q1 is gone! HubSpot has made us used to monthly updates, with new features coming out almost anytime but, with a new quarter, we can see exciting new updates coming to life! I can be difficult to keep up with HubSpot’s news, particularly when they release announcements so often so, with that in mind, this blog will provide you with a summary of the most important HubSpot news during the month of April!

Topics: HubSpot
4 min read

BRIGHTON SEO: The Future Of Construction Marketing Search

By Peter Freemantle on 15-Apr-2022 10:30:00

I’d like to begin by saying I’m not a writer. I can plan your project and build you a website; I can even show you around a construction site. But writing a blog? Let’s just say I’m new to this…

But, as Project Co-ordinator at Insynth, I was given the opportunity to attend Brighton SEO – a training conference for those interested in developing their skills in the world of digital marketing and SEO.

So, I wanted to take this opportunity to write my first ever blog post and reflect on one of the sessions I attended.

Topics: Website
10 min read

A Full Guide On Construction Website Design

By Ainhoa Rodriguez-Muguruza on 11-Apr-2022 11:00:00

Inbound marketing has proven to be a remarkably efficient tool for creating benefits and helping generate more traffic and leads. As the construction industry becomes more tech-savvy, many companies are deciding to adopt this innovative marketing stance and follow the principles of an inbound marketing strategy. But are they ready?

Topics: Website
7 min read

5 Construction Marketing Hacks You Need To Know

By Sandy Bassi on 07-Apr-2022 12:15:00

Every month, the average internet user is faced with 11,250 advertisements. That's a lot of adverts.

Finding fresh and inventive ways to attract both your audience's attention and information can be extremely difficult in today's world of noise and competition and construction marketing, it's no different.

The most successful way to reach your target audience, produce organic traffic to your website and generate quality leads is through digital marketing.

Here are construction marketing hacks your building product business needs to know…

5 min read

Defining A Construction Sales Lead

By Sandy Bassi on 07-Apr-2022 12:08:08

As a building products business, you may want to expand your pipeline, but it can be frustrating when you don’t know where to start.

Your pipeline may be full right now, but the construction industry is notorious for planning forward.

So, how can you win new work and establish connections in the construction industry? The solution is to use construction leads.

A construction sales lead is a term that is frequently used, but many people are unsure of what it actually is.

To obtain leads, it’s essential to understand what a construction sales lead is. This blog will run through the benefits of construction sales leads, as well as how to identify good-fit leads.

Topics: Sales
4 min read

Digital PR: What Content Should Your Building Product Brand Use?

By Dom D'Angelillo on 07-Apr-2022 12:04:49

Digital PR for your building product might seem like the last bastion of marketing to explore, but there’s plenty of reason to dip more than just a construction sized toe in.

Topics: Digital PR
9 min read

Construction Marketing Strategies: Expectation vs Reality

By Alex Miles on 01-Apr-2022 11:00:00

Numerous marketing strategies are used in the built environment to obtain and convert leads, from content marketing, social media marketing, and even SEO. Most, if not all, decision-makers will have expectations for their strategy of choice, but the reality of these strategies may defer from whats expected of them.

This blog covers 9 construction marketing strategy expectations and how you can set yourself up for success by understanding how each strategy really works for your business.

Topics: Inbound Marketing
8 min read

HubSpot: What Is New In March?

By Ainhoa Rodriguez-Muguruza on 31-Mar-2022 17:01:11

Choosing HubSpot as a CRM is often thought a process through which you open new doors! And, this is often daunting. Trying to do too much or start using the platform without customising it first can discourage you and your team, ultimately making you abandon the platform.

A good way to start getting used to HubSpot’s vocabulary is to keep up with its new features. Because keeping on top of HubSpot's updates can be tricky, this blog will provide you with a summary of the most important HubSpot news during the month of March!

Topics: HubSpot
5 min read

How This One New Feature Will Unleash The Potential Of Your CPD Presentations

By Dorian Wallace on 31-Mar-2022 14:10:00

Discover the next evolution in digital CPD.
 
Building product manufacturers have seen incredible results after adopting digital CPD presentations. By definition, its on-demand nature allows architects to learn at their own convenience, resulting in an improved customer experience.

But, with this new digital format comes new challenges, such as CPD video retention and specifiers not being able to easily locate product information within long-form video content.

However, this one new feature completely changes this.
Topics: CPD
6 min read

Construction Marketing Strategies To Set Your Business Apart

By Dom D'Angelillo on 25-Mar-2022 10:32:37

You wouldn’t be here if you didn’t want to explore the construction marketing strategies to help propel your building product business ahead of your competitors.

But with so much noise in the industry about improving your Google Rankings, getting your building product mentioned in leading magazines or creating content that converts, it can be overwhelming.

Where do you start? What strategies are best for your building product business? How do you know your marketing partner can help achieve these goals?

Topics: Lead Generation
9 min read

10 Blogs Every Construction Marketing Expert Should Follow

By Ainhoa Rodriguez-Muguruza on 21-Mar-2022 10:44:00

Producing a successful blogging strategy is not easy, and the truth is, blogging about the construction sector does not make it any simpler!

As a swiftly changing industry, building product brands often feel that time is slipping through their hands and decide to drop marketing activities, such as blogging, which is key to their marketing efforts' success.

Topics: Content Marketing
3 min read

Should RIBA CPD Be Part Of Your Strategy?

By Rich Newsome on 18-Mar-2022 10:30:00

RIBA-approved CPDs hold significant weight within the construction/building product space. And if your aim is to increase specification and awareness amongst the architectural landscape, then a RIBA CPD is most definitely a consideration to add to your marketing mix.

Here are the facts:

  • The Royal Institute of British Architects (RIBA) is home to 44,000 Chartered Architects
  • Architects who are part of the RIBA must undertake 35 hours of CPD per year
  • CPD points are based on self-reflection
  • RIBA CPDs are worth double points

If you’re new to CPD or unsure of what direction to take with your CPD, this post covers the reasons why you should (or, indeed, shouldn’t) consider RIBA CPD as part of your strategy.

Topics: CPD
7 min read

Is Construction Video Marketing Still Relevant In 2022

By Jake Derry on 18-Mar-2022 10:30:00

The long and short of it is: Yes.

Incredibly, 82% of all internet traffic is video-based in 2022.

Since its inception through TV advertisements in the ’40s, video marketing has been an efficient, engaging and accessible way of conveying your company message and identity.

A lot has changed in 80 years, but despite this, video continues to be the go-to content format for every generation. Whether it’s the soaps on TV, YouTube tutorials or TikTok, video has seeped into every facet of our lives in 2022.

With over 86% of businesses using video in their marketing plans, it’s important that the construction products industry tries to stay ahead of these trends, else it risks falling to the wayside.

Topics: Content Marketing Trends
5 min read

Digital PR: The 6 Best Places To Publish Construction Marketing Content

By Dom D'Angelillo on 18-Mar-2022 09:30:00

How often do you have the post delivered or dropped off on your desk, finding nothing but a pile of construction focused magazines?

All promoting various aspects of this industry, from niche product fields to more general informative publications, there can be a lot to look through. So how do you know what is right for you?

Topics: Digital PR
5 min read

Digital PR: How To Connect With Building Product Publications?

By Dom D'Angelillo on 10-Mar-2022 09:58:23

Digital PR can be an invaluable tool in helping grow your building product brand.

But for many businesses in the construction sector, it’s a completely new form of marketing and one that requires a different approach to conventional techniques.

So, what needs to be done?

Topics: Digital PR
7 min read

3 Must Have Digital PR Tactics For  Architecture Magazines In The UK

By Ainhoa Rodriguez-Muguruza on 10-Mar-2022 09:35:21

As architects and specifiers choose to go online when researching for products and solutions, building product brands are asked to understand the relevance of marketing strategies that involve SEO. If this is your case, you might have already noticed that SEO efforts might fall short depending on the goals that you have set for your company...

But there is a way of speeding up those results with Architecture Magazines

Topics: Digital PR
10 min read

International Women's Day 2022: What Does The Data Say?

By Ainhoa Rodriguez-Muguruza on 09-Mar-2022 12:00:00

As part of International Women’s Day, every industry in the UK is turning their attention to their sector, looking at the diversity or, rather, lack thereof.  And, unsurprisingly, the construction sector does not provide us with an encouraging picture... To contribute to a wider awareness of the situation of women in the construction sector, we have gathered some of the most relevant data available.

Topics: Trends
10 min read

How To Follow-Up Construction Leads Successfully

By Ainhoa Rodriguez-Muguruza on 04-Mar-2022 10:00:00

Despite the undeniable success of follow-up practices based on innovative marketing methodologies, such as inbound, salespeople within the construction industry, unfortunately, insist on holding onto outdated, spammy, and intrusive tactics.

In this post, we have gathered some of the most common mistakes we see when following up construction leads, as well as how to set up a lead management plan to avoid them.

Topics: Sales
9 min read

How To Communicate Your Building Sustainability Aims In Your Marketing

By Ainhoa Rodriguez-Muguruza on 03-Mar-2022 09:00:00

As the built environment in the UK adopts a stronger commitment to the environment, it is the moment for building product manufacturers to step forward and ask themselves how they are contributing to this commitment. Most often than not, building products are designed with the environment in mind. It is key to be able to communicate that to architects and specifiers looking for more environmentally friendly solutions.

Topics: CPD
5 min read

TikTok Advice for Building Product Companies

By Sandy Bassi on 25-Feb-2022 10:00:00

TikTok is used by everyone from celebrities to teenagers – but how beneficial is TikTok for building product companies?

On the surface, the platform appears to be a place for funny lip-sync videos rather than a platform for building product businesses and services.

However, small businesses have a lot of potential to use TikTok to reach out to their customers in a fun, authentic and creative way. Here are some stats:

Read on to discover some TikTok advice to get started for your building product company…

Topics: Social Media
8 min read

How To Sell Sustainable Construction Materials

By Rich Newsome on 25-Feb-2022 07:00:00

Sustainability. It's a word we hear a lot in construction right now. Some would say, with good reason. 

The built environment, of which the construction sector is a crucial component, currently contributes around 40% of the UK’s carbon emissions, and it is estimated that the construction sector contributes up to 11% of global carbon emissions.

So, it’s hardly surprising to see a growing desire within the industry to go green with sustainable construction…

Topics: Content Marketing Inbound Marketing
14 min read

10 Post-CPD Tactics You Can Use To Boost Conversion

By Ainhoa Rodriguez-Muguruza on 23-Feb-2022 09:45:00

Your CPD event has been delivered. Congratulations! You might be tempted to sit back and relax, waiting for the results to come through but… That would be a mistake! Whilst incredibly efficient, CPDs are not magic tricks, and very rarely will they get you leads on their own.

You need to work for it.

Topics: CPD
12 min read

How To Convince Your Boss: Construction Video Marketing

By Dorian Wallace on 18-Feb-2022 10:15:00

If a picture is worth a thousand words, what's the value of video?

Since Brian Palmer first conceptualised video marketing with the birth of television advertisements around 70 years ago, video marketing has evolved incredibly. Now 82% of ALL internet traffic is video in 2022.

With 86% of businesses using video as a marketing tool, can you really afford to be part of the 14% of businesses that don't? In this blog, I'll answer 3 of the worlds most common reasons for not using construction marketing video, allowing you to convince your Boss of its importance. Let's go!

Topics: Content Marketing
7 min read

HubSpot: What Is New In February

By Ainhoa Rodriguez-Muguruza on 18-Feb-2022 10:00:00

Another month brings another post with HubSpot's latest updates! Choosing HubSpot as a CRM is a fantastic decision, and it is important that you keep up with its new features so you can make the most of your platform. Because keeping on top of HubSpot's updates can be tricky, this blog will provide you with a summary of the most important HubSpot news during the month of February!

Topics: HubSpot
5 min read

Insynth Launches: SNAGGED A Construction Marketing Podcast

By Alex Miles on 18-Feb-2022 10:00:00

In 2021 there were over 19 million podcast listeners in the UK, and with an estimated, 28 million listeners by 2026 podcasts are fastly becoming one of the most popular forms of content out there. If you thought podcasts were a momentary trend, then you'd be wrong. Podcasts are here to stay.

The rising popularity of podcasts has resulted in a demand for a purpose build platform offering sales and marketing solutions to the challenges experienced by building product manufacturers.

To support this growing audience Insynth is launching the world's first podcast primarily aimed at building product manufacturers. Find out how you can outperform your competitors without outspending them with SNAGGED: The Construction Marketing Podcast. 

Find out more here.

4 min read

Top 5 Tips For A Great CPD

By Alex Miles on 10-Feb-2022 09:00:00

CPDs have been a great way to market your building products to architects and specifiers and provide professionals with career development. 

However, with the drastic changes to the industry due to the Grenfell tragedy and the rise and continuation of Covid, we have all had to adapt rapidly to continue meeting the expectation of specifiers.

This blog talks about 5 top tips for a great CPD to help you kick start your CPD adaptation.

Topics: CPD
5 min read

New Year, New CRM: Your Guide To Choosing The Right CRM

By Jake Derry on 09-Feb-2022 09:00:00

By the end of 2022, CRM technology is projected to be the single largest area of revenue within enterprise software.

A bold statement to kick things off with, I know. But the CRM trends in the last few years make things very clear: CRM systems are becoming a fundamental part of any business. Within just a couple of years, we have seen huge advancements in the sophistication level of CRMs.

Topics: MarTech Trends
4 min read

Where You Need To Get Your Building Product Business Listed In 2022

By Jake Derry on 07-Feb-2022 09:33:00

So you’re a building product business looking for the best sites to list your business and highlight your products? Fortunately, in 2022, there are several great product directories and listing sites to ensure you can be found by the right people, continue reading to see our top picks.

Topics: SEO Lead Generation
5 min read

How To Write Digital PR For Your Building Product Brand

By Dom D'Angelillo on 04-Feb-2022 09:00:00

Digital PR might seem like a scary term that conjures up images of press conferences thrown together on a whim, or journalists crowding outside your front door, but it is far from that.

Another branch of content marketing, digital PR can help quickly and efficiently build your construction product brand, while also bumping it up the search engine rankings.

Getting your news and other written content editorial space online is one thing, but it has to be written in a way that is engaging to the reader, prompting them to further explore your offering.

This isn’t a lesson in how to write; we know you know how to do that. This is a look at how to specifically write digital PR and why you have to do it in a somewhat counterintuitive way.

It comes down to one word: SABS. But before we look at that, let’s look at what sort of writing digital PR requires.

Topics: Digital PR
10 min read

Looking At The Numbers: The Future Of CPD In Construction

By Ainhoa Rodriguez-Muguruza on 03-Feb-2022 12:23:00

As the “new normal” establishes itself, an emphasis is being put on the “new”.

The world is becoming used to new ways of behaving and performing activities, including learning. A rise in digitally delivered learning has put the future of CPD into question.

With that in mind, we have summarised the results of 4 reports on CPD published during 2021 to understand the past, present, and future of CPD in construction.

Topics: CPD
4 min read

How Digital PR Can Improve Your Google Rankings

By Dom D'Angelillo on 03-Feb-2022 12:00:00

Digital PR is about far more than just getting your name in the newspaper or published online.

It’s a proven way to help build brand awareness, gain trust in your building product and increase your authority online.

But you might be questioning how something so simple can have such a dramatic effect on factors beyond brand awareness. In fact, digital PR is so important that a small run can have a significant impact on your domain authority and Google rankings.

So, what is domain authority, and how can digital PR make a difference to your search rankings?

This blog explores that and more...

Topics: Digital PR
9 min read

HubSpot: What Is New In January?

By Ainhoa Rodriguez-Muguruza on 28-Jan-2022 10:18:00

Well, Happy New Year! No doubt, the clock is ticking, and 2022 has arrived with a wide range of opportunities that could be the key to the success of your construction product business. Do you have the tools that will allow you to make the most of those opportunities?

Topics: HubSpot
26 min read

25 Construction Marketing Influencers You Need To Follow In 2022

By Alex Miles on 27-Jan-2022 14:15:00

Back by popular demand! Here is the new list of construction marketing influencers you need to follow in 2022.

2022 has seen an upsurge in the popularity of social media in construction, and with this comes the increased popularity of construction influencers, the people we all flock to for advice, inspiration or perhaps a bit of entertainment. 

I’ve scoured social media to find 25 trailblazing individuals for you to follow.

Please note, this list is in no particular order, just awesome construction professionals.

Here is our 25 Construction Marketing Influencers You Need To Follow in 2022!

Topics: Social Media
8 min read

How To Create A Construction Marketing Brief

By Dom D'Angelillo on 19-Jan-2022 08:00:00

A brief is one of the single most important parts of your marketing strategy.  

Helping give guidance, purpose and a plan, a well-written brief is an invaluable tool to your internal marketing team or preferred agency, but fewer building product brands are using them. 

But why? 

6 min read

Top Podcasts For Building Product Businesses In 2022

By Jake Derry on 18-Jan-2022 10:30:00

By now, most of us have listened to at least one podcast in our lives. And if you haven’t? What’s stopping you?

Podcasts are one of the fastest growing forms of newer media out there today. In 2021, the number of monthly podcast listeners increased by more than 10% year-on-year to 117.8 million

As a building product brand, podcasts can offer on-demand information about strategy, growth and business trends to help keep you up-to-date on your industry.

In this blog we will highlight some of our podcast top picks, that you can listen to on your commute to work, lunch hours or even in your spare time if your that way inclined!

Topics: Trends
5 min read

How To Make Landing Pages For Your Barbour ABI Or Glenigan Campaign

By Jack Meisinger on 17-Jan-2022 17:11:23

We’ve talked about the importance of setting a specific goal for your Barbour ABI email campaign (to read more about that click here). But after you have a goal, you need a landing page that will convert your contacts and help you achieve your goal. If your goal is for a prospect to download a whitepaper, view an infographic, use a calculator, or book a meeting, then you need a landing page focused on helping people do that. 

Topics: Content Marketing
6 min read

10 Marketing Metrics For Your Building Product Brand In 2022

By Dom D'Angelillo on 14-Jan-2022 09:33:10

As we head into a new year, when it comes to reassessing your building product’s approach to marketing, you want to have a data-led approach and be guided by the science.

Only through this approach can you meet your KPIs and begin to see actual business growth.

Topics: Trends
5 min read

Why Your Building Product Brand Needs Digital PR

By Dom D'Angelillo on 14-Jan-2022 09:32:15

At first thought, PR and working with the media and other industry publications might seem like an archaic approach to your construction marketing.

However, like everything in recent years, it has evolved, offering a more digital and 21st-century approach to how it can be successfully implemented.

As the new year gets underway, and new construction marketing methods are considered by construction product business leaders, it’s important to consider the benefits of digital PR.

Topics: Digital PR
11 min read

Construction Marketing Strategies for Success in 2022

By Freya Oxton-Grant on 13-Jan-2022 15:45:00

We’ve picked the latest construction marketing trends that can help your building product business reach your targets for the next 12-months.

Topics: Trends