8 min read

How To Produce A Construction Marketing Content Strategy

By Dorian Wallace on 09-Apr-2021 11:45:00

Did you know 93% of businesses use content marketing?
That’s a lot of businesses right? But not all businesses produce good content and it needs to be good – really good in fact – to be worthwhile to consumers.

Find out why 72% of businesses say that content marketing strategy is the key to success and how you can create an effective content marketing strategy for your business – less the headache.

Topics: Content Marketing Construction Marketing
4 min read

Top 3 FREE Tools For Graphic Design For Your Building Products Brand

By Josh Simpson on 09-Apr-2021 09:35:43

Having interesting and captivating graphics in your social media posts can help to engage your audience and elevate the content that you post online.

Topics: Technology tech stack
4 min read

Buyer Personas For Your Building Product Brand

By Sandy Bassi on 09-Apr-2021 09:24:59

Do you know who your building product buyer personas are? How much do you know about your ideal customer?

Buyer personas are important and knowing about them will help your building product brand attract quality leads who you’ll be more likely to retain over time.

Read on to find out more about buyer personas for your building product brand…

Topics: Buyer Persona
5 min read

6 Steps For A Successful Building Product Website Design

By Louise Urquhart on 08-Apr-2021 05:30:00

“You guys are great, but your website’s shocking.”

Many building product manufacturers come to us having experienced this feedback from their Customers. You’ve spent years building up a positive reputation within your space, but your website hasn’t been changed since the 90s and it’s in need of some serious TLC. In short, it’s letting you down. It’s stopping you from winning those bigger and better projects.

A website redesign isn’t a simple process. It’s an investment in your time and your money. So, before parting ways with your hard-earned cash, we’ve put together 6 design essentials that your building product website needs in order to thrive.

Similarly, if you’ve recently undergone a website re-design but it’s not quite generating that ROI, use this post as a checklist to see if it’s ticking all the boxes.

Read on…

Topics: Construction Marketing Website Design
5 min read

Microsoft Clarity: Your Building Product Website NEEDs This Free Tool

By Rich Newsome on 02-Apr-2021 10:30:00

“Every breath you take, every click you make, I’ll be watching you…”

We all know the popular Sting song (albeit with added poetic licence).

Whilst many consider it to be a song about love, its undertones are far more sinister. It’s actually about an overly possessive ex-lover. Quite ironic considering it ranks in the top ten most popular wedding songs of all time…

So, how is a song about stalking relevant to a building product blog? I hear you ask…

Well, there are very few incidences when stalking is deemed to be acceptable, but when it comes to your website, perhaps you should take a leaf out of Sting’s songbook.

Read on to find out more…

Topics: Reporting & Analytics
4 min read

How Sales and Marketing Alignment Can Benefit ABM

By Freya Oxton-Grant on 29-Mar-2021 17:07:40

Sales and marketing alignment is all about getting your sales and marketing teams on the same page, working collaboratively to achieve the same goals. When both come together and support each other’s activities, you can achieve maximum efficiency and productivity, boosting your ROI and increasing revenue.

Topics: Construction Marketing Sales and Marketing Alignment Account-Based Marketing
4 min read

How Video Can Help Marketing Efforts For Your Building Products Brand

By Josh Simpson on 26-Mar-2021 11:19:11

As time moves forward, a new generation is coming into the construction scene.

Gone are the days of driving cross country to explain a product to a potential client. Now we have tools to give us a much wider reach of qualified individuals, from the comfort of your office.

Using social media can have a  positive effect on your building products brand. Especially through the use of video.

In this blog we will be looking at ways the use of video can help boost your social media marketing efforts, how the use of video can resonate with customers, as well as the best tools to use to create informative videos for your marketing.

Topics: Construction Marketing
6 min read

Design Essentials for a Building Product Website

By Louise Urquhart on 26-Mar-2021 10:42:07

Website design is a multi-layered process with so many different elements to consider. A website needs to be aesthetically pleasing enough to engage the User, while also representing the Company brand and delivering the information it needs to in a clear and concise way.

Simple, right?

So how do you ensure your potential Customers or Clients gravitate towards your website rather than passing it over for one of your Competitors?

There are a number of key elements which consciously or subconsciously affect a User’s first impression of your site.

And boy is that first impression important, with Users on average taking a mere 50 milliseconds to form an opinion of your site.

Here are a few ways in which you can begin to create a website that people want to engage with.

Topics: Website Design
4 min read

Have You Got The Right Tools For Successful Lead Generation?

By Henry Jones on 25-Mar-2021 11:00:00

For building products businesses, the construction industry, or any company looking to grow; creating and implementing a winning lead generation strategy can be the determiner between failure or success.

The process can be complicated and things can often be overlooked, which is why a comprehensive model such as the 7 Pillars of Lead Generation can help you to build a lead generation strategy that will sustain your business into the future.

Pillar 4 covers the systems that can be used to collect and collate data or enable sales teams to contact leads. And it looks at how your team can learn and develop the skills to use these systems and get your products specified.

Topics: Construction Marketing CRM lead generation
4 min read

The Basic Mistake That Cost Me £1 Million

By Leigh Simpson on 19-Mar-2021 11:45:00

A few years ago I made a simple mistake, innocuous really, but one that would set off a chain reaction that would personally cost me over £1 million, reshape my future and drive me to succeed and be happy.

Here’s what happened.

Topics: Construction Marketing
10 min read

3 Content Marketing Examples for Construction Product Companies

By Dorian Wallace on 19-Mar-2021 11:30:00

Content marketing can be daunting, especially for construction products companies.

It’s easy to see campaigns from Coke or Nike and assume that you can’t do content marketing effectively without a seven-figure marketing budget – You’d be wrong. Clever ideas are free and sometimes all you need is inspiration.

So, if you're looking for something to spark an idea- Look no further. Here are 3 clever examples of content marketing you MUST see.

Topics: Content Marketing Construction Marketing
3 min read

Insynth Become Premier Sponsors Of The CMA's!

By Dorian Wallace on 19-Mar-2021 11:30:00

Insynth Marketing is delighted to announce that we have become Premier Sponsors for the Construction Marketing Awards (CMA), a platform that has celebrated construction marketing excellence for the last 20 years.

We have become CMA partners with the goal of transforming the perceived value of construction in the UK and establishing inbound construction marketing as a leading force for sustainable economic development.

Topics: Construction Marketing Construction Inbound Marketing
6 min read

What Should Your Building Product Blogs Be Used For?

By Rich Newsome on 18-Mar-2021 11:07:45

The ‘news’ or ‘blog’ section is often an underused asset on many building product websites, but when its powers are harnessed, it can yield some lucrative results for your business.

In fact, one of our clients received a 58% increase in quotations as a result of blogging*. If anything, this just highlights your missed opportunities if you don’t start taking blogging – or content marketing in general – seriously.

That’s right; In a world where the majority specifiers are conducting product research online, updating your website consistently with useful content will ensure you stay on top of the search results.

So, if you’re thinking about starting blogging, or if you’ve tried before but failed to see the results, give this post a read and find out what your building product blogs should be used for.

Read on…

Topics: Content Marketing Blogging
4 min read

How a CRM System can help to improve your customer experience

By Josh Simpson on 12-Mar-2021 10:09:51

A customer relationship management (CRM) tool is one that allows your building products business to interact with current customers and potential leads. These tools, like HubSpot, can help your company become more efficient and can track a range of data to help drive your growth.

Now you may be thinking, well how does a CRM system improve customer experience? There are many ways in which a CRM can enhance your customers experience, such as enabling you to tailor your marketing strategy to better suit your customers, as well as your buyer persona.

In this blog, we will be highlighting the 4 ways a CRM system will improve your customer experience, and aid those on the buyers journey.

Read on to find out more…

3 min read

Insynth Welcomes Inbound Marketing Specialist & Consultant, Ainhoa

By Rich Newsome on 12-Mar-2021 09:55:19

To facilitate our growing client network of building product manufacturers, Insynth proudly welcomes its latest recruit, Ainhoa Rodriguez.

As Inbound Marketing Specialist & Consultant, Ainhoa will be working closely with our new and existing clients to help them achieve a wide variety of Inbound Marketing goals, including HubSpot CRM implementation and Onboarding, as well as helping to map out business development objectives to help drive growth to our client’s building product businesses.

Utilising such a variety of skills is no easy feat, so let’s take a closer look at the latest Insynther to join the team.

9 min read

The One Key Thing That Sales and Marketing Alignment Relies On

By Freya Oxton-Grant on 11-Mar-2021 17:04:10

If your building product business is struggling with: 

  • Not meeting your sales KPIs 
  • Suffering from low conversion rates 
  • Or not having a sales forecast that you can rely on 

Then your business is probably struggling from poor sales and marketing alignment. 

Topics: CRM Construction Marketing Strategy Sales and Marketing Alignment
7 min read

6 Tips For Your Building Product Brand’s Website Redesign

By Louise Urquhart on 11-Mar-2021 15:20:51

Creating a new website isn’t just a case of designing something that looks good. It should be a strategic process that takes into account your building product brand and Value Proposition at every stage.

Having a poor website which creates a bad User experience and doesn’t serve your Customer’s needs can negatively impact your Company sales and de-value your brand.

Here are some aspects you should take into consideration when going through a website redesign.

Topics: Website Design
6 min read

Marketing Channels: How To Promote Your Business To Drive Lead Generation

By Henry Jones on 11-Mar-2021 11:30:00

Lead generation is the backbone of a growing business. Ensuring the continued growth of customers and profits can be structured using the 7 pillars of lead generation. Each pillar must be supported by the rest to create a solid, well rounded strategy.

Pillar 3 is marketing channels, it describes how to promote, present and push your business so you’re delivering the right messages to the right audience at the right time. To get the most out of each channel, learn how to create quality content designed for lead generation.

Topics: SEO Social Media PPC Email Marketing lead generation
5 min read

Big Ideas And Thought Leadership

By Leigh Simpson on 05-Mar-2021 11:45:00

It feels like every building product business wants to be a thought leader at the moment. It may even be something you’ve included in your marketing strategy – “become THE Thought Leader in our space.”.

I often ask, “so what’s your big idea then?”, to be told about how the brand has existed for 50 years, is a market leader, has supplied prestigious projects, etc.

But this isn’t enough. It’s not your past that makes you a thought leader, it’s your vison of the future.

So, what do you need to do to become a thought leader, and is that really what you want your brand to become?

Proceed with caution….

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

[Building Product Businesses]: What Is A Blog?

By Rich Newsome on 04-Mar-2021 16:19:33

In the world of digital marketing, the word “blog” has been bandied around for several years now, and professionals in the field just assume that everyone knows what one is.

Whilst writing blogs has been a successful content marketing tool used by many industries, we’ve found that there are still some misconceptions amongst professionals within the building products and construction industry.

So, for my next series, I’ll be taking it back to basics. We’ll be exploring what blogs are (and what they’re not!), we’ll be looking at how to write a blog, what they look like and how you can get the most out of them.

In this post, we’ll be covering,

What is that blog thing people keep going on about?!

Read on…

Topics: Content Marketing Blogging
5 min read

3 Content Marketing Essentials For Building Product Brands

By Dorian Wallace on 04-Mar-2021 15:45:00

Content marketing, besides being a buzzword is an atomic construction marketing tool and with the route to specification changing so dramatically, content is quickly taking the place of traditional CPDs and tradeshows.

But what types of content REALLY drives specifications, and is it even worth shifting your business model to accommodate it?

Topics: Content Marketing Construction Marketing
5 min read

8 [Design] Mistakes You're Making With Your Building Product Website

By Louise Urquhart on 26-Feb-2021 08:42:06

Having a unique, compelling and well-optimised website for your building product company isn’t an option anymore. Like all of your other business assets, it needs to pull its weight and, ultimately, it needs to pull in sales.

One of the biggest tell-tale signs as to whether you have a compelling website is its bounce rate. Anything over 60%, according to PerzonSEO, means that people aren’t sticking around long enough to view your online offering. Additionally, a poor number of inbound enquiries (form submissions, technical downloads) will, too, provide insight as to how effective your website is as a sales tool.

So, where are building product businesses going wrong? It this post, we identify 8 possible reasons as to why your website isn’t pulling its weight.

Read on….

Topics: Website Design
5 min read

How to Create an SLA for Your Building Product Business?

By Freya Oxton-Grant on 25-Feb-2021 18:30:00

A key pillar to a strong alignment between sales and marketing in any business is a Service Level Agreement (SLA). If your building product business is suffering from slow lead follow-up or disjointed marketing to sales hand-off, then an SLA is the perfect piece to introduce - to solve your misalignment dilemmas.

An SLA is an important document that builds trust and collaboration between your previously siloed sales and marketing teams. Both departments come together to work on the ideal blueprint their teams should be working from. It sets down on paper exactly what is expected from each team which helps to contribute towards more successful lead conversions.

In this article, we will discuss what a Service Level Agreement is, why it’s important, and how to implement it into your building product business.

Topics: Construction Marketing Strategy Sales and Marketing Alignment
6 min read

Content Marketing: Is It Right For Your Building PRODUCT Brand?

By Dorian Wallace on 24-Feb-2021 14:04:31

With content marketing costing 62% less than traditional marketing but generating 3 times as many leads, content marketing is a game changer for businesses worldwide.

But, what does this mean for your building product business, is it relevant for you?

Read on to find out more.

Topics: Content Marketing Construction Inbound Marketing
4 min read

How Can Analytics Software Help To Grow Your Building Products Brand

By Josh Simpson on 24-Feb-2021 12:31:56

How do you know which webpages are performing best?
How do you know which pages are generating traffic to your site?
How do you know which pages are getting low engagement?
In this era of digital transformation, it's simply not enough to let your building product website sit on a shelf to gather dust... it should be dynamic and ever changing, which is why monitoring your analytics is crucial.

6 min read

How To Make The Most Of Your Content Library

By Henry Jones on 24-Feb-2021 11:00:00

The 7 pillars of lead generation is a comprehensive model that guides you to grow your building products business. Each pillar brings its unique qualities and works in tandem with the others to increase the number of enquires, contacts and connections your company will make.

This blog is part 2 of the second pillar, which is Content Creation. Part 1 of Content Creation, covers the essentials of how to build a content marketing plan for your building product company and how to deliver it to the right audience.

In Part 2 we will discover how to make the most of the content you’ve created, by leveraging SEO to increase the visibility of your content and how to gate content to capture information for your CRM.

Topics: Content Marketing Construction Marketing News lead generation
4 min read

How Building Product Brands Can Use Content To Convert Specifiers

By Dorian Wallace on 19-Feb-2021 11:55:03

Now, this may seem obvious to some but the most vital factor specifiers consider when selecting a product is it’s technical performance. But, if this is the case why do so many building product brands get it so wrong?

Let me show you what specifiers are REALLY looking for.

Topics: Content Marketing Construction Marketing
5 min read

Adopting Digital: Content Marketing For Your Building Product Brand

By Sandy Bassi on 18-Feb-2021 16:17:59

Specifiers, architects and leads want valuable content from your building products business. You can adopt digital to reach your audience in a way that feels natural and organic rather than being disruptive and spammy.

Content marketing attracts, engages, and delights, your target markets – in fact:

  • 93% of B2B marketers use content marketing
  • 60% of marketers create at least one piece of content each day
  • Conversion rates are nearly 6x higher for content marketing adopters than non-adopters

By adopting digital to improve content marketing, you can increase conversions, improve your brand awareness and ultimately – boost revenue.

Read on to find out how you can adopt digital to improve your content marketing…

Topics: Content Marketing Construction Marketing
5 min read

5 Important Marketing Resources for Sales Enablement

By Jack Meisinger on 11-Feb-2021 18:10:39

If you’re a building product business with limited resource, creating marketing materials for your sales team may not be your first priority. 

But I've seen many building products businesses whose marketing is actually working against their sales teams efforts.

Topics: Construction Marketing Sales Strategy
4 min read

How Lead Scoring Can Help Align Your Sales and Marketing Teams

By Freya Oxton-Grant on 10-Feb-2021 17:44:30

Aligning your sales and marketing teams is a key goal in making sure your building product business is running smoothly and efficiently. When sales and marketing are out of sync, it affects your growth, your bottom line, and your team’s morale.

When you make driving alignment between sales and marketing a key priority, you not only get everyone on the same page - working together on the same goals - but you will also experience an average growth of 20% in annual revenue, according to Aberdeen Group.

Topics: Construction Marketing Sales and Marketing Alignment
4 min read

Content Creation: The Foundation of Lead Generation

By Henry Jones on 09-Feb-2021 14:00:00

Successful lead generation relies on the bringing together of 7 key pillars that unite to give you a robust strategy for driving the number of enquiries, contacts and connections that your building products company make.

The second pillar of these 7 is content, which will be delivered in two parts. This term umbrellas a host of written elements that make up your content library throughout your company.

In this second instalment of The 7 Pillars Of Lead Generation series, we will explore how content can help you in the building of your lead generation strategy.  Pillar 1 – Strategy can be read here.

Topics: Content Marketing Construction Marketing News lead generation
4 min read

Platinum Certified HubSpot Partners

By Dorian Wallace on 09-Feb-2021 11:12:11

Did anybody order some cringe with extra cheese? If so, we've got you sorted!

We're stoked to announce we have become certified platinum HubSpot partners and the first construction marketing agency to achieve this feat in Europe!

Topics: Construction Marketing Construction Inbound Marketing
6 min read

The 5 Things Every Architect Wants To See From Your Website

By Rich Newsome on 08-Feb-2021 14:22:44

Here’s a question: where does your building product brand live?

Does it live out on the road with your sales reps? Is it based on one-to-one interactions with your customers? Are your high-profile projects a reflection of your brand?

If you answered ‘yes’ to all of the above, that’s great.

But, is that enough in this day and age?

If you want to generate more leads, build up a strong identity and engage with new specifiers, then your website should be the home of your brand.

In today’s post, we look at some key things that every architect wants to see from your online offering, with key insights from Insynth's very own Head of Design, Louise Urquhart, who'll be sharing her pearls of wisdom when it comes to creating lead generating building product websites.  

Topics: Construction Marketing Website Design
4 min read

Digital Adoption: Using Video For Your Building Products Business

By Sandy Bassi on 04-Feb-2021 11:45:34

As technology and digital habits evolve, it's not really surprising that video usage has shot up dramatically.  

It has even been predicted that users will spend 100 minutes a day watching online videos this year, highlighting opportunities for specifiers and architects to see your video marketing content.

When it comes to digital adoption, videography is something you should strongly consider for your construction marketing and here are some interesting facts to drive home this point:

  • 81% of businesses use video as a marketing tool
  • Mobile video consumption rises by 100% every year
  • By 2022, online videos will make up more than 82% of all specifier internet traffic

 

Read on to find out how using video for your building products business can benefit you…

Topics: Content Marketing Construction Marketing
5 min read

How Trust Can Drive Specifications For Building Product Brands

By Dorian Wallace on 03-Feb-2021 12:00:00

For building product manufacturers, developing trust with architects is essential in getting specified. To do this effectively it is crucial you understand what architects want from your brand and how you can influence their decision throughout the specifier journey.

Read on to find out more...

Topics: Construction Marketing
5 min read

How Buyer Personas Will Help Your Business Grow

By Jack Meisinger on 28-Jan-2021 16:38:59

In my role with Project Prospecta, I find myself involved with sales more days than not. In my other role at Insynth, I help out with marketing. Being on both sides has given me a new appreciation of the need for sales and marketing to work together.

It’s so important for every part of your business to work towards a common goal (not doing "random acts of marketing").

Topics: Construction Marketing Sales Enablement
5 min read

Is Your Website Set Up To Attract Specifiers?

By Rich Newsome on 28-Jan-2021 10:11:35

Businesses within the building products and construction industry – who are dissatisfied with their website - normally fall into two categories:

  1. Your website is dated and being used as a “brochure.”
  2. Your website looks great (visually), but it’s attracting consumers, rather than specifiers.

In this post, I’ll be exploring what you can do to turn your website into a swiss army knife: a technical resource AND extra salesperson, helping you to gain more specifications, increased gross margins, multiple-purchase deals and better, more rewarding relationships with decision makers .

Topics: Construction Marketing Construction Inbound Marketing
4 min read

How Sales Enablement Helps with Sales and Marketing Alignment

By Freya Oxton-Grant on 26-Jan-2021 17:02:09

Both marketing and sales departments have one goal in common: helping their business grow.

Topics: Construction Marketing Sales and Marketing Alignment Sales Enablement
5 min read

Strategising For Success With Your Building Products Business

By Henry Jones on 25-Jan-2021 12:30:00

The 7 pillars of lead generation create structure within marketing, sales and the overall business function of a building products company. By following them consistently, lead generation will provide your business with steady growth and profitability.

All 7 pillars work in tandem and without each other the structure crumbles. To create quality leads which your sales team can convert, all 7 pillars must be in place.

Each week, I’ll be exploring each pillar in-turn, helping you develop  a clear pathway to generating leads for your building product business.  

The first pillar is creating a winning strategy. Imagine this as the central column around which the other pillars are built. A mature and established strategy will guide your business through every stage of the process, and be a detailed plan to direct your building products company towards success.

Topics: Construction Marketing Construction Marketing News Construction Marketing Strategy lead generation
4 min read

Out With The Old, In With The New - Rebranding Insynth

By Dorian Wallace on 25-Jan-2021 11:15:00

We are delighted to announce that Insynth is undergoing an extensive rebranding effort in response to the repositioning of our value proposition.

At the heart of this rebranding is a change of logo – reflecting Insynth’s new direction – and dedication to generating a sustainable revenue engine for building product brands.

Leigh Simpson, Founder and CEO, said of the rebrand “over the past 2 years we’ve experienced exponential growth, paired with the undeniable change in consumer behaviour I came to the conclusion that we needed to align better with our audience.”

Topics: Construction Marketing Construction Marketing News branding
4 min read

5 Ways Team Management Systems Can Increase Efficiency

By Josh Simpson on 22-Jan-2021 11:52:04

As we move towards the digital way of working, team management tools have become a necessity for many businesses, especially whilst working remotely. Not only do these tools enable the organisation and management of your team, but they can also help to increase efficiency.

Topics: Construction Marketing Strategy
4 min read

Digital Adoption: Increasing Your Building Product Brand Awareness

By Sandy Bassi on 22-Jan-2021 11:20:50

Brand awareness is the way in which specifiers and architects recognise and remember your building product business.

The greater brand awareness you have, the more your intended audience is familiar with your building product brand.

By boosting your brand awareness, specifiers and architects will be more likely to buy from your building product business over a competitor’s business with which they’re not as familiar with.

You can work to improve your brand awareness with the help of digital adoption, read on to find out how…

Topics: Construction Marketing Strategy Digital Adoption
5 min read

6 Tech Stack Essentials For Working Smarter In 2021

By Josh Simpson on 14-Jan-2021 14:46:00

We always hear the phrase “work smarter, not harder”, and in many cases it’s true. If you know an easier way to reach a goal, why not use it and get there before your competitors?

Working smart essentially means figuring out what your strengths are and building a network around you to build upon those in order to reach goals in the quickest and most efficient way possible.

The easiest way to work smarter may be through the use of technology: building your tech stack. In this blog, we will be looking at what technologies you may want to consider for your building product company for smarter working, and gaining an advantage over your competitors in 2021.

Topics: Construction Marketing
4 min read

How To Reach Millennial Specifiers in 2021

By Rich Newsome on 14-Jan-2021 14:06:34

Here’s a fun fact: Millennials are described as individuals born between 1981-1996. That means that the oldest millennials will be turning forty this year!

That’s right; us young whippersnappers make up for more than a third of the global workforce, and this is set to rise to 75% by 2025.

So, what does this mean for your building product business?

It doesn’t take a mathematician to realise that a large proportion of specifiers within the construction industry will be millennials: the first generation to live alongside the digital world, sharing an affinity with technology that helps shape their lives.

There’s much to learn about the behaviours of millennials, and in this post, we’ll show you how to make those necessary changes to accommodate the new way that these young specifiers and buyers research and select their products.

Read on to find out more…

Topics: Construction Marketing Construction Marketing News 2021
4 min read

Adopting Digital To Improve Your Social Media Strategy

By Sandy Bassi on 14-Jan-2021 11:21:27

What is successful social media marketing for your building product business? It’s everything from engaging users, attracting potential customers, researching, and keeping in mind the ultimate goal of gaining awareness to convert followers and connections into customers.

It’s important to improve your social media strategy because:

  • An average of 3 hours per day is spent on social networks
  • 54% of social browsers use social media to research products
  • 71% of specifiers who have had a positive experience with a brand on social media are likely to recommend the brand to fellow specifiers

Read on to discover how to adopt digital to improve your social media strategy…

Topics: Construction Marketing Construction Marketing Strategy Digital Adoption
15 min read

Construction Marketing Strategies for Success in 2021

By Freya Oxton-Grant on 13-Jan-2021 09:43:49

We can all agree that 2020 was a bit of a rollercoaster, but times of turmoil are often the best opportunities to rethink your goals and get strategies set in place for how your building product business can continue to move forward and grow. 

Most businesses have already got most of the ingredients for success in place, but they’re either poorly aligned, under-resourced or missing something crucial. This blog will help to give you key strategies for success for how you can put all those critical pieces of the puzzle together to drive growth. 

Topics: Construction Marketing News Construction Marketing Strategy 2021
7 min read

10 Building Products Content Marketing Essentials For 2021

By Freya Oxton-Grant on 06-Jan-2021 16:29:42

For owners, MD's, CEO's, sales teams and marketing depts of building products businesses, learning how to grow your business better in the digital age is essential for 2021.

Within this, transforming your business through content marketing is guaranteed to help your brand stand out against your competitors. It will generate incredible ROI for your company, generating leads and improving rankings on Google.

Topics: Content Marketing 2021
6 min read

Social Media Trends To Drive Your 2021 Construction Marketing Strategy

By Sandy Bassi on 06-Jan-2021 10:13:40

Nobody could have predicted the rise in social media usage throughout 2020, as customers turned to social platforms in order to stay connected (and entertained) during the pandemic.

Here are some statistics that were found in 2020:

  • In July, Hootsuite found that there were 96 billion active social media users worldwide
  • Facebook is the most popular social media platform
  • 73% of marketers believe that social media marketing has been “somewhat effective” or “very effective” for their businesses.

But what does this mean for your building product business, and for the construction industry as a whole? Read on to find out more...

Topics: Construction Marketing Construction Marketing Strategy 2021
4 min read

Come back stronger in 2021 (5 keys to overcoming business setbacks)

By Jack Meisinger on 04-Jan-2021 09:00:00

2020 is over, but the challenges didn't disappear when you flipped the calendar page.

Topics: Construction Marketing News Construction Marketing Strategy Bouncing Back
3 min read

How To Drive Value Into Your Building Products Business For 2021

By Olivia Atkinson on 31-Dec-2020 10:30:00

2020 has been a year where many companies have taken a step back and re-evaluated their business model, the way they work and who they are trying to reach.

There’s a shift in the building products industry that’s been apparent since Grenfell, this years events has only sped up the digital requirements architects and specifiers demand.

Read on to find out how value is quickly overtaking price as a priority.

Topics: 2021
4 min read

Why CPD Webinars Will Matter More Than Ever in 2021

By Rich Newsome on 30-Dec-2020 09:00:00

As part of our blogging series on what to expect from your construction marketing in 2021, we tackle the subject of CPD webinars and why they will remain a crucial driver in your marketing strategy for next year.

If you’ve read any of our previous posts, you will see that we’ve blogged extensively on digital CPDs, so if you want to learn more, explore your options, find out requirements, etc, click here.

Let’s dive in…

Topics: Construction Marketing Strategy cpd
5 min read

5 Construction Marketing Mistakes You Need To Avoid In 2021

By Sandy Bassi on 29-Dec-2020 11:00:00

It’s important to learn from errors to prevent them from happening again. Mistakes shape us and we learn from them, even the most successful individuals have made mistakes along the line.

With 2020 already being a challenging year, you can learn from the mistakes made and adopt them in 2021 to ensure your building products business thrives.

Read on to discover 5 mistakes you need to avoid for your construction marketing in 2021…

Topics: Construction Marketing Construction Marketing Strategy 2021
5 min read

Why Sustainability Matters In 2021 For Building Products Businesses

By Freya Oxton-Grant on 28-Dec-2020 10:30:00

As we enter 2021, and the rest of the 2020’s, this decade holds a great opportunity for the UK’s construction industry to take action towards improving sustainability in the industry.

As the mounting effects of climate change, a growing world population, and rising levels of urbanisation become more unmistakeable, the need for a sustainable future is becoming increasingly critical.

With the construction and building product industry contributing a significant share of global carbon emissions, energy consumption, and waste production, now is the time to start making smarter and more sustainable decisions, to reap the rewards in the future, and prevent permanent climate damage before it’s too late.

Topics: 2021
6 min read

10 Construction Marketing Influencers You Need To Follow In 2021

By Dorian Wallace on 25-Dec-2020 16:45:00

Keeping up with the right construction marketing influencers and the latest trends will help set you apart from other building product manufacturers in this era of digital transformation.

Topics: Social Media 2021
5 min read

Digital Marketing Trends For 2021

By Josh Simpson on 24-Dec-2020 12:00:00

As we head into a new year, new trends and technologies are going to come into play for all marketers. It is important for your business that after a year like 2020, you embrace these trends and make the most out of them.

 In this blog, we will highlight 5 digital trends to expect in 2021, to help you and your business push on in the new year.

4 min read

How to Connect with Specifiers in 2021

By Jack Meisinger on 23-Dec-2020 09:00:00

How do you get in front of architects, designers, buyers, and specifiers as the pandemic rolls into the New Year? Business won't stop, but it will change. And the need to connect with specifiers will continue to change the way we reach out.

Topics: 2021
4 min read

5 Ways COVID-19 Changed The Way We Sell

By Olivia Atkinson on 22-Dec-2020 11:12:58

It’s not news to anybody that 2020 has brought challenges to all areas of business, including sales. With visiting and travel being restricted, people had no choice but to rely on phone calls, zoom meetings and email to follow up leads.

For the construction and building products specifically, this forced those that didn’t already, to provide BIM drawings, technical specification and virtual training online.

We’ll take a look at how the way selling has changed and why we’re better for it.

Topics: Sales Strategy Bouncing Back 2021
4 min read

Blogging Mistakes to Avoid in 2021 For Your Building Products Brand

By Rich Newsome on 21-Dec-2020 09:00:00

2020 has bought about significant change for all businesses, regardless of industry. One of the biggest impacts we’ve seen within the construction industry is the rise in digital.

People are starting to realise that adopting a digital approach is necessary to survive in this climate.

Whether you’ve embraced digital CPDs, adapted your sales process or spent a bit more time improving your website offering, it’s fair to say that we’ve all had to adjust.

But if you truly want to grow your online presence and increase your specifications, there’s one thing that should not be neglected… content marketing.

And one of the most crucial elements of content marketing is undoubtedly a blogging strategy.

So, if you’re thinking about blogging in 2021, here are some key mistakes to avoid.

Topics: Content Marketing Blogging Construction Marketing Strategy 2021
5 min read

How Building Products Businesses Are Adapting In 2021

By Sandy Bassi on 18-Dec-2020 09:53:26

A global pandemic can really stir things up in the marketing world. In 2020, we’ve seen some big changes and 2021 is likely to bring even more.

2020 has been a year like no other, with many businesses dramatically shaping their digital efforts. What is the ‘new normal’?

Something we all can take from 2020 is that being adaptable is a good idea at the best of times. During unstable times it’s a necessity.

Discover how building product businesses can adapt for growth in 2021…

Topics: 2021
7 min read

7 B2B Email Marketing Predictions for 2021

By Freya Oxton-Grant on 17-Dec-2020 14:57:17

With a global pandemic, 2020 was a real kickstart for construction and building product businesses to embrace digital. One key digital channel, that was an easy replacement for face-to-face meetings, is email marketing. According to HubSpot, emails were up by 27% from pre-coronavirus levels.

With over 3.7 billion active email users worldwide, email is booming. Getting yourself in your prospect’s inbox is the first step in building a customer relationship with them, allowing you to stand out and keep top of mind against your competition.

Topics: Email Marketing 2021
15 min read

How To Make Video Marketing Work For Construction Companies In 2021

By Dorian Wallace on 16-Dec-2020 15:45:00

In a nutshell, video marketing is promoting your product and service with video. However, as video marketing becomes more powerful and popular, the definition has become more complicated.

Topics: Video Creation Video marketing 2021
9 min read

How 2020's Lessons Can Be Turned Into Digital Success In 2021

By Josh Simpson on 16-Dec-2020 14:03:00

2020 was a strange year to say the least. Our lives went from unlimited freedom, to housebound for months at a time, and having to find new ways to live.

This was no different in the construction industry either. We’ve all had to adapt in one way or another, both personally and from a business and marketing point of view.

Although you may not have achieved all of your goals set at the start of 2020, your business may have achieved the hardest goal to achieve, and that’s survival when faced with uncertainty.

 

Topics: 2021
3 min read

Why Video for Construction Sales Works

By Jack Meisinger on 11-Dec-2020 17:27:56

We have left the digital era and entered the digital only era. At least for now. And the industry likely will never return to “normal”. And while we will be happy to say goodbye to 2020 and physical restrictions, there are some ways of working that we will take with us. The primary one is video.

4 min read

Digital Adoption: Utilising Email For Construction Marketing

By Sandy Bassi on 11-Dec-2020 11:30:00

You’ve probably heard that email marketing is dead. However, I’m here to tell you that it’s very much alive, in fact, it’s kicking.

Here are some interesting facts for you,

  • 81% of B2B marketers say their most used form of content marketing is email newsletters
  • 99% of consumers check their email every day and it is by far the preferred way to receive updates
  • 78% of marketers have seen an increase in email engagement over the last 12 months

Read on to discover how you can adopt digital to utilise email marketing for your building products business…

Topics: Digital Adoption
4 min read

5 Steps to Build the Perfect B2B Buyer Persona for Your Construction Company

By Freya Oxton-Grant on 11-Dec-2020 10:35:39

To identify and define your ideal buyer personas is an integral task to complete before you start any marketing activities for your building product business. The information you gather will enable you to understand thoroughly who your business should be targeting and what messaging will be most effective.

At Insynth, carrying out buyer persona research and defining them is one of the first things we do with any new client. It’s a crucial part of the process.

In this blog, we will give you 5 important steps to help you with the process of building out your buyer persona.

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

How Technical Should Your Building Product Blogs Be?

By Rich Newsome on 11-Dec-2020 09:21:36

I get it. Building products are technical. That doesn’t mean, however, that they should be dense and difficult to digest.

As an ex-teacher, I know what it’s like to convey information in a simple way. I also know how to make the most technical of subjects readable.

Over the years, I’ve learnt that no matter what industry you’re in, clear communication is central to any successful web project, and your building product blog is no exception.

In this post, you will learn how to take the most technical of subjects, and present it in a simple, ‘plain-English’ way.

Let’s dive in.

Topics: Content Marketing Blogging
4 min read

Which CMS can help support your construction business?

By Josh Simpson on 07-Dec-2020 16:54:05

When you’re taking your construction business digital, you must choose the right content management system (CMS) for you.

The only way you can decide which is best for you is by researching and testing a whole range of different CMS options to compliment your digital marketing efforts, so we’ve narrowed down our top 3, as well as what each one can offer your business to make the whole process easier for you.

Topics: Technology tech stack Digital Adoption
4 min read

What Does Successful Sales and Marketing Alignment Look Like?

By Freya Oxton-Grant on 04-Dec-2020 10:48:46

When sales and marketing teams are misaligned, it can be detrimental for business growth and lead conversion. However, according to a LinkedIn report, 96% of sales and marketing professionals admit that they struggle with alignment.

Businesses that have siloed sales and marketing teams are missing out, as 85% of sales and marketing leaders say alignment is the largest opportunity to improve performance and grow businesses today.

In your construction business you should strive towards making sure your sales and marketing activities are aligned. This includes working together on one strategy, having aligned goals, being clear on buyer personas, and collaborating throughout the buyer’s journey.

Topics: Sales Enablement Sales and Marketing Alignment
4 min read

3 [More] Reasons Why Blogging isn’t Generating Leads

By Rich Newsome on 04-Dec-2020 09:59:42

A couple of weeks back, I addressed the content marketing strategy that is…blogging.

I explored three reasons why blogging might not be generating the results you want for your building products company. You can read that very article here.

In today’s post, I’ll be offering three more reasons why your blogging might not be generating those leads.

Let’s dive right in…

Topics: Content Marketing Construction Marketing Strategy
4 min read

Adopting Digital: Increase Website SEO For Your Construction Marketing

By Sandy Bassi on 04-Dec-2020 09:19:29

Search Engine Optimisation (SEO) is a way to get a higher ranking on Search Engine Result Pages (SERPs). When it comes to digital adoption, SEO is too valuable to miss out, here’s why…

  • 70% of marketers see SEO as more effective than PPC
  • 96% of global traffic comes from Google search, Google Images, and Google maps
  • 53.3% of all website traffic comes from organic search

If your website has a higher rank, each time someone searches about a construction product or service you’re offering, your site will feature at the top.

Read on to discover how you can digitally adopt SEO for your building products business…

Topics: Digital Adoption
5 min read

5 Reasons Why You Need Your Sales and Marketing Teams Aligned

By Freya Oxton-Grant on 27-Nov-2020 11:45:05

Sales and marketing alignment is an interesting subject but is more critical than you might first believe for your construction or building product business.

Topics: Sales and Marketing Alignment
4 min read

Construction Marketing Strategy: Using Classic Metrics

By Olivia Atkinson on 27-Nov-2020 11:41:36

With so many new programmes and tech-stack to choose from, the classic metrics can easily slip through. Google Analytics will be the platform most familiar, as it's provided for free by Google, giving you an insight to who your website reaches and how they behave.

It can be easy to get carried away with new platforms and lose site of the bigger picture. This has created a demand to have all your key metrics in one place. 

We'll take a look at why metrics are so essential to your marketing decisions and how you can get clarity of what's working by having all your data in one place like your CRM system.

Topics: Construction Marketing Strategy
7 min read

Why Marketing Automation Is Essential For Your Tech Stack

By Josh Simpson on 27-Nov-2020 11:10:45

The marketing automation industry is expected to grow from 3.3 billion in 2019 to 6.4 billion by 2024. It's being driven by the demand for advanced technologies to automate repetitive tasks and a need for personalised marketing to maximise audience reach.

Marketing automation is the process of streamlining your digital marketing efforts to make them more effective using technology. Automating your digital marketing doesn’t just increase efficiency, but it can offer a more personal experience to your customers.

Automation uses a single platform to manage your entire marketing operation from one place. 

Topics: Marketing Automation
1 min read

Marketing Automation Webinar (Full Recording)

By Jack Meisinger on 20-Nov-2020 09:50:09

Simon Rhodes, Leigh Simpson and Jack Meisinger recently discussed marketing automation for building product businesses, and Project Prospecta specifically.

Missed the webinar? Watch it here:

Topics: Sales Strategy Construction Marketing Strategy Marketing Automation
4 min read

3 Reasons Why You aren't Generating Leads Through Blogging

By Rich Newsome on 19-Nov-2020 17:08:57

Blogging advocates will tell you that writing blogs will significantly increase traffic to your website. Blogging advocates will also tell you that some of that traffic may even convert into leads.

As a blogging advocate myself, I agree with the above statements…

…However, I understand it’s going to take a little bit more explaining to convince some of you blogging pessimists out there that blogging isn’t anything more than a painful waste of time.

For those of you that have tried blogging for your building products company and failed to see results, this post is for you.

In fact, if you’ve never blogged before but thinking about trying it, I’m sure this post will appeal to you, too.

Here are 3 reasons why blogging isn’t generating leads for your building products business.

Topics: Content Marketing Construction Marketing Strategy
4 min read

Adopting Digital Technology To Increase Customer Satisfaction

By Sandy Bassi on 17-Nov-2020 14:22:37

With the use of technology on the rise, the customer experience landscape has changed forever.

For your construction company, long wait times and slow responses are no longer acceptable and have a huge impact on customer satisfaction.

Immediate satisfaction and meeting high customer expectations is important. By definition, customer expectations are any set of behaviours or actions that individuals expect when interacting with a company.

Modern-day customers have much higher expectations, such as a proactive service, personalised interactions, and connected experiences across all channels.

Topics: Digital Adoption
5 min read

The Painful Truth About Blogging

By Rich Newsome on 13-Nov-2020 11:12:35

...For your building products brand

Blogs… do I need them? What is their function? Can they increase my specifications? I don’t get it…

According to HubSpot, marketers who prioritise blogging efforts are 13x more likely to see positive ROI.

But, when we speak to MDs and Sales professionals, we often get asked... why should we blog?

There are a lot of misconceptions around blogging, and when done incorrectly, they can, frankly, be a waste of time, producing very little in the way of tangible results.

So, in this post, we aim to uncover:

  • The purpose of a blog post
  • What they are (and most importantly, what they’re not)
  • Whether you should consider them
  • How you can get the most out of them

Read on to find out more…

Topics: Content Marketing Blogging
5 min read

5 Steps to Sales and Marketing Alignment

By Freya Oxton-Grant on 13-Nov-2020 11:04:58

Sales and marketing alignment could potentially be the most important thing that needs to happen to your building product business. The data supporting how massively it can elevate your business’s sales and revenue speaks for itself.

  • Sales and marketing alignment can trigger a 32% boost in year on year revenue growth,
  • It can lead to over 200% growth in revenue attributed to marketing, and
  • It can boost your sales win rates by 38% (Marketo)

When your sales and marketing teams align, your two most important departments can optimise their process as a whole. This means your entire marketing and sales funnel is working collaboratively, reducing costs and increasing business growth.

Topics: Sales Strategy Construction Marketing Strategy Sales and Marketing Alignment
8 min read

How to Make the Most Out of Your Tech Stack for Your Construction Business

By Josh Simpson on 10-Nov-2020 16:49:34

Now, more than ever, multiple areas of business across an array of industries are reliant on technology - which is why your tech stack needs to be right. Within building product companies, the right tech can make it possible for construction projects to continue.

With so many options out there, and such a reliance on digital, your tech stack has become almost essential to your business, and you may not even realise it.  

Topics: Construction Marketing Technology tech stack
4 min read

Adopting Digital: The New Way Of Communicating For Your Construction Company

By Sandy Bassi on 10-Nov-2020 16:36:44

It’s almost hard sometimes to remember that communication hasn’t always been an instant process. Thanks to the simplicity and the ease of all the new channels that are available to us, great communication has never been so effortless, in general life and for your building product business too.

With many of us making the abrupt shift to working from home, internal and external communications have changed. Businesses that have failed to adopt a communication process that works for them may be inadequate in ensuring staff are working to high standards.

This blog will help you learn how you can adopt the new way of communicating, read on to find out more…

Topics: Digital Adoption
6 min read

5 Red Flags That Mean Your Sales and Marketing Aren’t Aligned

By Freya Oxton-Grant on 06-Nov-2020 11:20:42

Are your sales and marketing teams aligned? You might not be realising it but if your sales and marketing is not aligned, you are leaving money on the table. Really?! Yes!

Sales and marketing alignment powers your business to achieve its growth objectives through increased sales and shorter buying cycles.

In businesses where sales and marketing are aligned, marketing efforts are shown to contribute over 50% of the forecasted pipeline, up a massive amount from the shocking 5% in unaligned businesses.

Topics: Sales Enablement Sales and Marketing Alignment
3 min read

Choosing a Marketing Agency: Essential Questions To Ask Your Team

By Rich Newsome on 06-Nov-2020 09:51:22

Does your construction business need to increase its online visibility? Want to achieve more sales leads? Need a re-brand?

If you’ve been asking any (or all) of the above questions, chances are you’ve considered outsourcing a digital marketing agency.

But, with so many agencies to choose from, it’s not a decision that should be taken lightly, particularly in such uncertain times.

So, before making the decision to outsource, it’s crucial that you lay the foundations for a successful partnership… and this means asking yourself and your team some key questions before embarking on the decision-making process.

Read on to find out more…

Topics: Construction Inbound Marketing Construction Marketing Strategy
4 min read

What Are The Benefits Of Digital Adoption For Construction Companies?

By Sandy Bassi on 05-Nov-2020 09:54:22

Everywhere around us is adopting digital, we are now able to incorporate our mobile devices into our everyday lives. Instead of having box telephones that meant you had to stay at your desk to make a phone call.

Digital adoption is making our lives easier, everything you need to do your job is available at just a touch of a button.

Chances are, technology has altered your professional life for the better. That’s what successful digital adoption feels like.

One of the greatest benefits of digital adoption is improving our performance. It allows us to do what we need to do more efficiently

Recent studies claim that businesses can increase revenues by 23% with digital strategies. This demonstrates the huge benefit it can have to your building product business and construction marketing.

Read on to discover the 5 benefits of digital adoption…

Topics: Digital Adoption
4 min read

What is Sales and Marketing Alignment & Why is it Important for Construction Businesses?

By Freya Oxton-Grant on 30-Oct-2020 11:32:16

Sales and marketing alignment is more important than you might first consider. When sales and marketing teams are misaligned, it can be detrimental for business growth and lead conversion.

Topics: Sales Strategy Sales Enablement Sales and Marketing Alignment
4 min read

How To Choose A Marketing Agency For Your Building Products Business

By Rich Newsome on 30-Oct-2020 10:01:59

If you’re looking to improve the digital presence of your building product or construction business, you will have undoubtedly thought about hiring an agency.

Choosing the correct agency for your business, however, can be a daunting task.

In this post, we offer some top considerations if you’re looking to outsource your building product business’ marketing.

Topics: Construction Marketing Construction Marketing Strategy
4 min read

Digital Adoption: What Does It Mean?

By Sandy Bassi on 29-Oct-2020 11:38:35

Did you know that employees spend 22 minutes every day trying to figure out how to interact with technology?

Digital adoption can be tricky, however, when it’s fully utilised you can strengthen your team’s relationship with technology to streamline tasks and improve efficiency.

Read on to discover what digital adoption is and why it’s important…

Topics: Digital Adoption
6 min read

5 Top Tips for Building Backlinks and Boosting Rankings

By Freya Oxton-Grant on 23-Oct-2020 09:20:10

In 2020, with Google’s algorithm seemingly always changing, you might be struggling to know where to start with boosting your search engine rankings. However, one of the keyways to increase the visibility of your construction or building product’s online presence is through improving your website’s authority.

Google’s original algorithm described by Google’s founders in a 1998 academic paper was based on evaluating the importance of web pages based on the number and quality of websites linking to them.

Search engines today rely on the same signal as it highlights how reliable and trusted a source is an answer for a searcher’s query. Backlinks are like votes in a popularity contest.

The more backlinks you have the higher your domain authority (DA) will be. The higher the DA, the more opportunity you have for Google to recognise you are a standout website and increase your space in rankings.

Topics: SEO
13 min read

Beginners Guide In Utilising A CRM System For Construction Companies

By Sandy Bassi on 22-Oct-2020 17:38:36

When it comes to choosing the right CRM system for your building products company, it’s important to understand the capabilities you’ll receive from your chosen CRM system.

Read on to discover if a CRM system is right for you.

Topics: CRM
4 min read

5 Steps To Choosing A Marketing Agency

By Rich Newsome on 22-Oct-2020 07:47:44

Aligning your sales and marketing strategy has never been more appropriate, particularly in such testing times. As we see more and more businesses within building products and constriction investing in marketing, we’ve put together a series of articles to help you make the best choice for your business, if you're considering outsourcing.

According to a post by beanstalk, businesses typically spend anywhere between 5-20% of their annual revenue on sales and marketing. That’s a significant investment for any business, particularly if you’re just ‘testing the waters’ of digital marketing.

In this post, I’ve identified 5 steps to agency success, to ensure you choose the right one for your business.

Topics: Construction Marketing Construction Marketing Strategy development
2 min read

Marketing Automation Statistics You Won't Believe [INFOGRAPHIC]

By Freya Oxton-Grant on 15-Oct-2020 12:50:37

Marketing automation is all about speeding up time-consuming marketing activities through streamlining their process, alleviating the level of human input needed to complete these series of tasks.

This means, with marketing automation, you can set up marketing activities to run on autopilot, saving you time and money! You can start the conversation with your customers through automated campaigns, but then move it to high-quality one-to-one conversations with your prospects, when it counts.

Marketing automation allows you to effortlessly engage your specifier, stay top of mind, and deliver customer service through chatbots that automatically answers any queries your customer has about your product or business.

Marketing automation provides a way for you to deliver consistent, quality interactions with specifiers throughout their entire buyer’s journey. 

Take a look at the infographic below to see the incredible results you can achieve through implementing marketing automation into your construction marketing strategy.

Topics: Marketing Automation
5 min read

Why Do CRM Systems Have A Bad Reputation?

By Sandy Bassi on 13-Oct-2020 16:46:28

Have you ever thought about adopting a CRM system, but you’ve heard from someone in your network that they’re not any good or you feel like they have a bad reputation? Perhaps you think it’s near enough impossible for a CRM system to help you to reach your business goals and to reach an ROI.

Well, you’re not alone, a CRM system has suffered from having a bad reputation, read on to discover why…

Topics: CRM
3 min read

3 Mistakes Sales Reps Make with Barbour ABI and Glenigan Leads

By Jack Meisinger on 09-Oct-2020 16:57:18

Following up with Barbour ABI and Glenigan leads is a bit different than following up leads from other sources.

Topics: Sales Strategy
14 min read

Beginner's Guide to Marketing Automation for Construction Companies

By Freya Oxton-Grant on 09-Oct-2020 11:12:28

Marketing automation, like any other kind of automated technology, exists to speed up time-consuming activities through streamlining their process, alleviating the level of human input needed to complete any series of tasks.

With marketing automation, you can set up marketing activities to run on autopilot, while also being able to analyse their effectiveness over time through analytics.

By taking a customer-centric approach to using marketing automation, you can start the conversation with your customers through automated campaigns, but then move it to high-quality one-to-one conversations with your prospects, when it counts.

Topics: Marketing Automation
5 min read

Why Is Lead Nurturing Important?

By Olivia Atkinson on 09-Oct-2020 09:35:05

Lead nurturing is highly important to converting more leads and speeding up prospects as they move through the buyer's journey.

Especially in the building product sector where some tenders can be months, even years long, as people have big decisions to make.

Many roles include people spending money on behalf of the government or the NHS on public buildings, meaning they have to be 100% sure on a company before they choose to work with them.

Lead nurturing allows companies to present a lead with useful and educational content they might not have otherwise seen before. Simply having content on your website is not enough.

Topics: Marketing Automation Lead Nurturing
5 min read

5 Ways To Grow Your Building Products Company With A CRM System

By Sandy Bassi on 08-Oct-2020 09:57:13

The ultimate goal for your building product business is to undoubtedly increase and expand your company.

Your construction company can increase its productivity by having a CRM system in place, to help manage sales leads and work as a centralised platform for your current and potential customers.

This centralised platform works to accumulate your data from your customers and leads in one place so you can grow your company to work efficiently.

Topics: CRM
3 min read

5 Questions To Ask Before Subscribing To Barbour ABI or Glenigan

By Jack Meisinger on 02-Oct-2020 19:05:43

Thinking of subscribing to a market intelligence service like Barbour ABI or Glenigan in order to find some new leads for your building product business?

4 min read

The One Thing Your Email Marketing Campaign is Missing

By Rich Newsome on 02-Oct-2020 08:22:09

Engaging your prospects with email marketing is a great way to build relationships, stay relevant and communicate important thoughts and insights on the things that matter to them.

And when you consider that over 269 billion emails sent and received on a daily basis, it’s definitely something you should consider investing in for your building products and construction company.

However, it’s not just a case of drafting some copy and hitting ‘send’. In fact, a successful email marketing campaign will encompass a variety of tried and tested techniques.

But, today, we will be exploring the one thing that all-too-often gets neglected during your email marketing campaign:

Your landing page.

Topics: Email Marketing
5 min read

Marketing Automation: Best Practices for Construction Businesses

By Freya Oxton-Grant on 01-Oct-2020 11:14:21

Small to medium sized construction companies are the ideal user of marketing automation systems. Smaller teams have little time to be focussing on marketing campaigns while also struggling with keeping on track of sales follow up and lead nurturing.

By implementing a marketing automation system into your construction business, your team can streamline, automate, and measure marketing tasks and workflows all while increasing your efficiency and growing your sales.

Topics: Construction Marketing Strategy Marketing Automation
4 min read

How to Implement a CRM Into Your Building Product Business

By Sandy Bassi on 30-Sep-2020 16:03:31

Implementing your new CRM system into your construction marketing can become tricky. Some people believe that the pain of switching or implementing a new CRM system can outweigh the benefits that can be gained.

We hope to make the implementation process as easy as possible for you. So, rest assured, this blog aims to put into place the key steps you need to consider after you’ve scoped out your new CRM system.

To ensure that your implementation runs smoothly, and you won’t run the risk of leaving out any important steps…

Topics: CRM
5 min read

Live @ Inbound 2020: How Google’s AI Forces SEO Strategies to Be More Human

By Olivia Atkinson on 23-Sep-2020 21:32:26

In today’s session Dale, an SEO specialist from Fire & Spark, explores how SEO strategies need to be more human and less technical. He argues that although technical SEO can help, Google’s algorithms are prioritising the human approach.

The goal is to build organic visibility that gets us in front of the right customers and accelerates the path to purchase.

Read on to explore this conversation further.

6 min read

Live @ Inbound 2020: Critical Email Marketing Techniques

By Sandy Bassi on 23-Sep-2020 17:19:39

‘It’s happened, email is finally cool’ – it’s the happy place for offers

Email marketing isn’t dead, actually, it’s more than alive, it's kicking. With recent events, email marketing performance has been rocketing.

Jay Schwedelson, CEO at Worldata delivered a session on email marketing techniques at #INBOUND2020. His session was incredibly valuable and insightful for B2B and B2C companies.

In case you missed it, don’t worry! Here at Insynth we’re blogging about the interesting and impactful sessions from #INBOUND2020 – so read on to discover what Jay covered in his session…

4 min read

Live @ Inbound2020 Using Your Website to Grow Your Business

By Freya Oxton-Grant on 23-Sep-2020 17:16:07

In the latest session recap from INBOUND2020 I took notes on Luke Summerfield’s webinar about ‘Using your website to grow your business.’ Luke is a member of the HubSpot Product team as well as the founder of Growth Driven Design.

In this session he highlighted how the world of web-design is shifting, as is business’ use of their website.

Luke started by saying that website software used to be distributed on CD Roms but today we are in the era of SaaS. The technology, processes and culture of how we build a website is evolving and is giving us an opportunity to make our websites reflect your customers and help grow your business.

Topics: Website Design Inbound2020
5 min read

LIVE@INBOUND2020 'But Our Business is Different!' B2B Insight for Traditional Thinkers

By Freya Oxton-Grant on 23-Sep-2020 15:15:55

When you’re are talking to a digital marketing agency, you might feel like the things they suggest are not relevant, because your business is different. But here at Insynth, we believe the world is changing. That is why we are a digital marketing agency specifically for the building product and construction industry.

At Inbound 2020 the session with Ryan Burkett, a strategist with 20 years in business consulting and strategic marketing, caught my eye as he focussed on how we as agencies can get B2B businesses onboard with moving the traditional industries, like manufacturing, into the digital era. He gave scenarios and insights into how we can propel marketing and sales forward in these traditional-thinking organisations and this is why I am writing this blog to pass them onto you.

Ryan had some amazing insights into how such businesses can evolve and progress using digital marketing to complement their already successful traditional techniques and get in front of the competition.

Topics: Inbound2020
4 min read

Live @ INBOUND 2020: Trends for the Contrarian Marketer

By Jack Meisinger on 23-Sep-2020 12:00:19

WHY TO BET YOUR BUSINESS ON MARKETING TRENDS THAT *DON’T* CHANGE...

Marketers often ask: what is everyone else doing? 

But this is the wrong question, according to Ty Heath and Jon Lombardo of The B2B Institute. They broke down 3 trends that most B2B companies aren't doing, but are working, and will work for a long time at their recent talk at Inbound 2020.

Jon referenced Jeff Bezos’ approach to marketing. Jeff doesn’t ask, “what’s changing and how do I be a part of it?” but instead, “what’s not going to change in 10 years time and how do I build on that?”

Here are the highlights.

Topics: Inbound2020
5 min read

Live @ Inbound 2020: Creating A World-Class Business YouTube Channel

By Sandy Bassi on 23-Sep-2020 09:52:58

YouTube is the second-largest search engine in the world. Yet it isn’t utilised by many companies, perhaps you haven’t yet figured out how to leverage its power for effective lead generation?

The main rule for creating a world-class YouTube business channel is to create the right content.

Zach BasnerIMPACT director of Inbound training and video strategy delivered a session on how to create a great business YouTube channel.

In case you missed it, don’t worry here at Insynth we’re blogging about the interesting and impactful sessions from #INBOUND2020 – so read on to discover what Zach covered in his session…

Topics: Inbound2020
4 min read

Live @Inbound 2020: 10 Strategies to 10x Leads from your B2B Blog

By Rich Newsome on 22-Sep-2020 20:12:07

Led by Chief Executive Officer at Stratabeat Inc, Tom Shapiro, we explore why so many B2B blog posts just aren’t performing – and what you can do to maximise your blog’s potential.

You can connect with Tom via Linkedin here: https://www.linkedin.com/in/tomshapiro/

Topics: Content Marketing Inbound2020
8 min read

LIVE@INBOUND2020 10 Scientific Secrets That Make Your Content Impossible to Ignore

By Freya Oxton-Grant on 22-Sep-2020 15:03:05

The 22-23rd September 2020 mark this year’s Inbound Conference (#INBOUND2020), the massive 2 day conference that gathers business professionals from almost every industry, which has gone virtual this year in the light of the Coronavirus pandemic. Inbound 2020 is set to be an immersive, interactive digital experience uniting forward-focused professionals with industry thought leaders to cover everything marketing, sales and customer experience.

As part of our participation in the event, we want to bring you the best of the offering there through blogs and our social media. Stay tuned for more blogs like this. But now, let’s begin on the 10 Scientific Secrets That Make Your Content Impossible to Ignore, as delivered by Nancy Harhut.

Topics: Content Marketing Inbound2020
6 min read

Construction Marketing: 7 Effective Lead Nurturing Tactics

By Olivia Atkinson on 18-Sep-2020 11:42:19

As more and more companies take on the inbound marketing approach as a way to generate more leads, the importance of having an effective lead nurturing strategy becomes apparent.

It's likely that if someone has enquired for your solution, they've also enquired at competitors of yours too. This gives people the option to explore different solutions and services available, especially if one can't deliver in time. 

Following up these leads with the right content, in a timely manner and at the right time in the buyers journey is essential. Read on to find out 7 effective lead nurturing tactics you can implement.

Topics: Content Marketing Email Marketing Lead Nurturing
5 min read

Marketing Automation: Your New Technical Sales Rep?

By Freya Oxton-Grant on 17-Sep-2020 17:22:37

In a year where businesses are struggling more than ever, and redundancies and furloughs are being made left right and centre, hiring a new sales rep for your building products business doesn’t sound like the best idea.

However, with technology such as marketing and sales automation, you can hire a robot sales rep who will be working for you, growing your business around the clock, and without even the need for a new desk!

In a time of massive industry change, isn’t  it time to move away from those old-fashioned spreadsheets and the hassle of manually tracking your leads?

Read on further to see how marketing automation can be your new technical sales rep.

Topics: Marketing Automation
4 min read

Should You Use A HubSpot Partner Agency?

By Bhav Bola on 17-Sep-2020 14:30:00

You may've started to notice a trend in your construction marketing agency research.

The term 'HubSpot Agency' may've come up once or twice but the question is should you choose a Hubspot Partner Agency over a general agency?

That's what we'll find out here...

Topics: Construction Marketing Construction Marketing Strategy
5 min read

How To Scope Out Your CRM Requirements For Your Construction Marketing

By Sandy Bassi on 17-Sep-2020 14:02:49

Recognising the CRM scope you hope to achieve is essential to the success of your CRM implementation. ‘Scope’ suggests how broad your CRM will be for your construction company.

If your customer services team were the only ones that’d be using your new CRM system – your CRM scope would be considered narrow.

On the other hand, if your marketing, sales, and customer services team will be utilising the system, you’ll have an extensive scope of your CRM system.

In this blog, we hope to guide you through the scoping process.

3 min read

Email Stats for 2020: The Ultimate List

By Rich Newsome on 17-Sep-2020 13:39:12

To celebrate the release of our latest eBook, The Construction Marketer’s Guide to Email Marketing, I’m sharing some top email stats from this year…

…To prove exactly why email is one of the most effective marketing channels.

If you feel that your construction business’ email marketing strategy is under-utilised (or even under-valued) then these stats might be just what your organisation needs to step up their email marketing game.

Read on to find out more!

Topics: Content Marketing Email Marketing
13 min read

The Ultimate Guide to Digital CPDs for your Building Product

By Rich Newsome on 11-Sep-2020 11:05:40

Over the past few weeks, we’ve blogged extensively about the digitisation of your CPD sessions.

In this guide, we aim to tie everything together, outlining:

And some handy tips along the way.

Read on!

Topics: Construction Marketing Strategy cpd
5 min read

Top 5 CRM Features To Utilise For Your Building Products Business

By Sandy Bassi on 10-Sep-2020 16:26:29

When it comes down to choosing the right CRM system for your building products company, it’s important to understand the capabilities you’ll get out of your CRM system.

Aside from core features such as - contact management, interaction tracking and lead management; there are must-have features that can transform your construction marketing and reduce your workload.

These key features include - workflows, pipeline management, measuring return on investment (ROI), customisation and customer support.

Read on to discover how these key features can benefit you…

Topics: Content Marketing CRM
4 min read

What is the Future of Marketing Automation for Construction Businesses?

By Freya Oxton-Grant on 10-Sep-2020 16:10:07

Marketing automation can be amazingly helpful and valuable for small to medium-sized businesses. Take a look at these statistics:

But what is the future of the technology? How will it be improving as marketing practices develop, and how will this assist construction businesses like yours?

Topics: Marketing Automation
3 min read

5 Top Tips For Effective Lead Nurturing

By Olivia Atkinson on 10-Sep-2020 15:40:25

It’s all well and good generating leads, but are they being nurtured into marketing qualified leads (MQLs) and then sales qualified leads (SQL’s) as they work their way through the buyer’s journey, or are they just sat going cold?

You want people to convert, fill in a form, download a guide, make an enquiry, and engage with your company. But, what you do after that is just as important to keep them interested in your solution.

79% of marketing leads never convert to sales due to the absence of lead nurturing.

Think about how many potential customers you’ve missed out on by not doing enough to keep them engaged. A huge part of lead generation is making sure there are follow up’s in place.

Topics: Content Marketing Lead Nurturing
3 min read

How To Decide Which Construction Marketing Agency Is Right For You

By Bhav Bola on 10-Sep-2020 10:37:29

You may have found a few agencies that you could potentially work with. But how do you decide which one to pick?

Each may have their benefits and drawbacks. That last thing you want to do is pick an agency you thought was the best for you but turns out it wasn't and you've wasted 000's on them.

That's why we've decided to give you some guidance so you pick the best agency for your needs.

Below are 5 tips to help you... take a look!

3 min read

3 Tips for Managing Barbour ABI or Glenigan Leads

By Jack Meisinger on 04-Sep-2020 16:44:53

So you subscribed to Barbour ABI or Glenigan? Or maybe you’ve been a subscriber for a while.

Topics: Sales Strategy Marketing Automation
4 min read

How Marketing Automation Can Improve Your Specifiers' Customer Experience

By Freya Oxton-Grant on 04-Sep-2020 11:17:17

As a building product or construction business, you know that the buying cycle for the industry is long and complex, and that maintaining a one-to-one relationship with prospects and existing customers at each point is quite a difficult task.

That’s where marketing automation comes in. It doesn’t just help put your marketing activities on autopilot, but it helps you keep on top of building and maintaining that customer relationship, especially when customer experience is all that matters in the decision to buy or not to buy.

Investing in marketing automation, is also an investment in improving your specifier’s customer experience.

Topics: Marketing Automation
4 min read

CPD Webinars: The How To Guide For Building Products

By Rich Newsome on 04-Sep-2020 08:24:51

Are you thinking of hosting a CPD in webinar format?

Webinars offer a wide range of benefits that the modern construction product business can - and should - be taking advantage of.

Today we’ll be giving you a step-by-step guide on how you can effectively host your CPD webinar, as well as some key considerations to help you along the way.

Topics: Construction Marketing Strategy cpd
4 min read

5 Key Questions You Should Ask Construction Marketing Agencies

By Bhav Bola on 03-Sep-2020 15:04:50

Searching for a construction marketing agency for your building products business can be frustrating.

But once you find one, you may be unsure whether they will be the best fit for your business and what you hope to achieve with your marketing.

We understand.

That's why we have put together a short list of 5 key questions you should ask any construction marketing agency you may be considering, to see if they will be suitable for you.

Topics: Construction Marketing Construction Inbound Marketing
7 min read

Construction Marketing: What Is Lead Nurturing?

By Olivia Atkinson on 03-Sep-2020 09:19:10

Lead nurturing is the purposeful process of engaging a defined target group by providing relevant information at each stage of the buyer's journey. It focuses on marketing and communication efforts to listen to prospects, and provide valuable information and answers.

Effectively you’re guiding prospects to eventually purchase from you, but in a way that's helpful and not sales driven. The more a lead is nurtured, the more knowledgeable they become about your specific product.

This ultimately creates a more qualified lead, ensuring the sales team get involved at the right time, when the lead is ready to purchase.

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

Using A CRM System To Improve Your Customer's Experience

By Sandy Bassi on 03-Sep-2020 08:47:32

A CRM system (Customer Relationship Management) allows building product companies to develop valuable strategies to manage relationships and interactions with contacts. This will enhance the experience for your old and new customers.

One of the main advantages of a CRM system for your construction marketing is improving your customer’s experience.

Without a doubt, the importance of customer experience is key to your building product business. This is because it boosts customer satisfaction and therefore, increases customer loyalty. This provides you with a competitive advantage so you can increase your sales.

So, I guess you’re wondering… how? Read on to discover how a CRM system can improve experiences for your construction customers…

Topics: CRM
4 min read

7 Essentials For RIBA CPD Approval

By Rich Newsome on 28-Aug-2020 09:38:55

When it comes to RIBA CPD submission, there are several factors that are mandatory in order to gain approval.

In this post, we’ll aim to give an overview on what those essential elements are. This will be useful for anyone who is thinking of digitising their current CPD or creating a new one from scratch.

Don’t forget to head over to our CPD services page, where we talk you through our step-by-step CPD creation strategy to help you get approved with ease.

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

Misconceptions about AI for Barbour ABI and Glenigan

By Jack Meisinger on 28-Aug-2020 09:34:15

Here are some of the common responses when you suggest using AI to scale marketing for a construction or building product company.

3 min read

What You Should Look For When Researching Marketing Agencies

By Bhav Bola on 27-Aug-2020 11:44:58

Finding the right marketing agency for you building products business can be like walking through a digital minefield.

There are so many out there it is easy to be overwhelmed.

But there is a way around this and it is not as hard as you may believe it to be!

Below are a six things you should look for when researching marketing agencies.

Topics: Construction Marketing Construction Inbound Marketing
4 min read

Improving Efficiency In Your Building Products Business With A CRM

By Sandy Bassi on 27-Aug-2020 11:09:04

“Without a CRM system, 79% of all marketing leads are never converted to sales.” (MarketingSherpa).

The benefits of a CRM (Customer Relationship Management) systems are huge. One of which is improving efficiency for your construction marketing.

Driving your building products company to understand your customers, sales information, and marketing more than ever.

Interestingly, a report we’ve conducted found that 80% of building product companies didn’t respond to a customer enquiry.

This is huge because these companies are missing out on potential customers and sales. This is where a CRM system can help, it leaves no room for human error as it follows up with enquires.

Keeping that thought in mind, let's explore how a CRM system can help you.

4 min read

Using SEO To Future Proof Your Building Product Business

By Olivia Atkinson on 26-Aug-2020 12:41:35

To say that building products businesses weren’t prepared for the world relying on digital would be an understatement. The same goes for a lot of other industries, as we’ve all been forced to work from home and get on board with new technology.

Topics: SEO Construction Marketing Strategy
7 min read

5 Ways Marketing Automation Saves Time and Money

By Freya Oxton-Grant on 26-Aug-2020 09:15:33

Marketing automation is all about streamlining your marketing processes in order to save you time. But what’s better is it can also save you money. This makes the system incredible for your team, as well as your customers, and provides exceptional ROI.

The time you save can be reallocated to prioritise and execute other elements of your marketing activities.

Marketing automation is where software and strategy combine to create a better marketing system for you and your construction business’ customers.

Topics: Marketing Automation
3 min read

Project Prospecta Origin Story

By Jack Meisinger on 21-Aug-2020 14:30:43

 

This week I interviewed Leigh Simpson, the founder of Project Prospecta, to learn where the idea came from.

Topics: Content Marketing Sales Strategy Marketing Automation
6 min read

Combining SEO and Content Marketing Effectively To Achieve Results

By Olivia Atkinson on 21-Aug-2020 11:07:35

It’s easy to understand how there can be confusion about SEO and content marketing as they are so often talked about separately.

However, they come hand in hand and work together to achieve great results for your building products business.

They both fuel each other and act as the cogs to any successful digital marketing campaign. To get a clearer understanding of how they work together, lets first review them individually.

Topics: Content Marketing SEO Blogging
5 min read

How To Deliver Engaging CPD Content For Your Building Product

By Rich Newsome on 20-Aug-2020 18:29:40

READ THE GUIDE

Continuous Professional Development (CPD) has been a successful route to market for Building Product Manufactures and has become a vital part of architects’ and design professionals’ career development.

The rise in remote working, however, has prompted us all to think a little differently about how we deliver CPD to a wider audience, since face-to-face interactions are not viable right now.

Digitising your Building Product CPD means that you can deliver helpful content, whilst enabling professionals to access it from the comfort of their own home.

However, it’s not just a case of creating a PowerPoint and talking about the benefits of your products. Creating engaging, educational value is what will set you apart from everyone else.

Read on to find out more.

Topics: Content Marketing Construction Marketing Strategy cpd
4 min read

Using A CRM System To Automate Your Construction Marketing

By Sandy Bassi on 20-Aug-2020 10:21:56

Communication in construction companies can become complex, this is due to having to communicate with different stakeholders.

However, a Customer Relationship Management (CRM) system can work to centralise your data to help maximise your potential profit.

Modern CRM systems have become smart and extremely helpful. You’re probably already familiar with the benefits of a CRM system for your building products company – organising your data, improving your sales performance, lead generation and so on. 

Well, thanks to automation – there’s so much more you can do. Read on to find out how…

5 min read

Construction Marketing: What's the Difference Between CRM And Marketing Automation?

By Freya Oxton-Grant on 19-Aug-2020 09:32:22

Both Customer Relationship Management (CRM) and marketing automation software help businesses achieve their marketing goals through applying technology to streamline, integrate and manage marketing processes.

However, there are key differences in the two tools, and it's important to understand these before you invest in one or the other.

In this blog I will explore the key differences between CRM and marketing automation and explain how they can help your construction or building products company.

Topics: CRM Marketing Automation
4 min read

4 Considerations Before Hiring A Marketing Agency

By Bhav Bola on 14-Aug-2020 11:59:56

Searching for the right agency for your building products business can be challenging.

Identifying the strengths and differences of each agency is difficult, and identifying whether they will help you achieve your key objectives is also a challenge.

You want to make sure you find the right agency for your building products business because you're going to spend time and money so the ROI has to be worth it. 

However before searching for an agency, there are a few things you need to consider.

There are so many options it is easy to feel overwhelmed, and fall into an agency that may not be completely the best fit for your building products business.

So with that in mind here are four areas to consider before jumping on google to find your ideal agency.

Topics: Construction Marketing
4 min read

CPDs For Building Products: What Should I Talk About?

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

READ THE GUIDE

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

Can I deliver true value?

Will people be interested in what I have to say?

You then may have practicality concerns such as:

Do I have the time?

Is it worth it?

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

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

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

Read on!

Topics: Construction Marketing Strategy cpd
34 min read

5 CRM Systems Building Product Companies Should Consider

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

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

 

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

 

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

 

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

Topics: Construction Marketing CRM
4 min read

How do Barbour ABI and Glenigan work?

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

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

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

How to Automate Your Email Marketing for Your Construction Business?

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

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

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

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

Segmenting your email campaigns is shown to achieve a much higher open rate, because people recognise the email is relevant and interesting for them to open and read.

Topics: Marketing Automation
5 min read

Construction Marketing: SEO vs PPC

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

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

Topics: SEO
7 min read

Why Using a Construction Marketing Agency Is The Way To Go

By Dorian Wallace on 07-Aug-2020 09:37:39

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

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

Increase Productivity With A CRM System

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

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

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

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

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

Topics: Construction Marketing
7 min read

Top Tips for Automating Your Construction Business' Customer Service

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

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

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

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

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

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

Topics: Marketing Automation
4 min read

6 Tips for An Effective Building Product CPD

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

READ THE GUIDE

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

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

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

Read on to find out more.

Topics: Construction Marketing Strategy cpd
3 min read

5 fast ways to generate construction sales leads

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

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

Topics: Sales Strategy
3 min read

Effective Formats for Building Product CPD Presentations

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

READ THE GUIDE

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

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

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

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

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

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

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

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

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

Topics: Construction Marketing CRM
7 min read

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

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

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

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

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

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

So who handles your digital marketing?

Topics: Construction Marketing Construction Marketing Strategy
6 min read

5 Ways to Automate Your Construction Business' Lead Generation

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

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

Topics: Construction Marketing Marketing Automation
3 min read

Insynth Welcomes Freya Oxton-Grant To The Team

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

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

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

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

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

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

Topics: Content Marketing Construction Marketing Blogging
6 min read

5 Reasons SEO Marketing Can Transform Your Building Product Business

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

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

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

Topics: SEO Website Design PPC
6 min read

The 5 Benefits Of Using A CRM System For Construction Marketing

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

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

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

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

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

Topics: Construction Marketing CRM
2 min read

Construction Marketing Agencies: The What And The Why

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

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

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

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

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

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

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

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

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

However, as with most things,

When life gives you lemons, make lemonade.

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

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

But, more specifically,

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

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

Topics: Sales Strategy Bouncing Back
9 min read

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

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

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

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

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

Topics: Construction Marketing Strategy Marketing Automation
4 min read

Insynth Welcomes A New General Manager To Lead Project Prospecta

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

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

Topics: Construction Marketing
5 min read

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

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

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

Marketing is no different – anything digital can be automated.

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

Topics: Construction Marketing Marketing Automation
5 min read

What Is A CRM System & Do I Need It?

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

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

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

Topics: CRM Construction Marketing Strategy
4 min read

Introducing Sandy: Insynth's Latest Digital Marketing Consultant

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

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

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

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

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

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

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

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

Topics: Content Marketing Construction Marketing
3 min read

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

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

READ THE GUIDE

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

I’ve never digitised my CPD before.

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

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

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

Read on to find out more…

Topics: Construction Marketing Strategy cpd
3 min read

Introducing Bhav: Insynth's Latest Digital Marketing Executive

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

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

Topics: Content Marketing Construction Marketing
5 min read

How To Make A Digital Building Product CPD

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

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

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

Topics: Construction Marketing Strategy cpd
4 min read

Insynth Grows its Construction Marketing Team

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

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

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

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

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

4 min read

Construction Marketing Time Saving Tools

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

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

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

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

How To Gain CPD Accreditation For Your Building Product

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

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

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

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

Topics: Construction Marketing cpd
8 min read

Changing The Way You Sell To Bounce Back

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

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

Topics: Sales Strategy Construction Marketing Strategy
4 min read

5 Tips For A Great Building Product CPD

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

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

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

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

Let’s get into some useful tips…

8 min read

Bouncing Back: Reviewing Which Tactics Work Best Now

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

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

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

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

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

Topics: Construction Marketing Strategy Bouncing Back
4 min read

THE APPRENTICE: Insynth Edition

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

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

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

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

How To Create a Digital CPD Presentation

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

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

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

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

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

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

Topics: Construction Marketing Strategy cpd
4 min read

What Are The RIBA CPD Requirements?

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

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

So, what does this mean for building product manufacturers?

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

Bouncing Back With Content Marketing

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

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

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

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

Topics: Content Marketing Bouncing Back
4 min read

What Is CPD and Why Should You Consider Delivering One?

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

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

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

Topics: Construction Inbound Marketing cpd development
5 min read

How To Win More Building Product Specifications: Buyer Personas

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

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

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

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

Topics: Construction Marketing personas audience
8 min read

How To Use Free CRM Software To Bounce Back Smarter

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

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

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

Topics: CRM Construction Marketing Strategy Bouncing Back
5 min read

Bouncing Back: How To Reach Your Audience

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

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

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

Topics: Social Media Email Marketing
6 min read

How To Bounce Back Using Social Media

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

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

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

Download The Definitive Guide To Social Media

Topics: Social Media Bouncing Back
6 min read

Bouncing Back: How To Build Your Tech Stack

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

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

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

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

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

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

Read on to find out more.

Topics: Technology tech stack
4 min read

Insynth Welcomes New Head of Design To The Team

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

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

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

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

Topics: Website Design
6 min read

How To Bounce Back With The Right SEO Tactics

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

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

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

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

Topics: SEO Construction Marketing Strategy Bouncing Back
4 min read

Insynth Celebrates HubSpot Gold Solutions status

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

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

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

Read on to find out more...

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

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

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

1: Selling Solo

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

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

How To Conduct Successful Remote Interviews

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

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

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

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

Topics: Construction Marketing Strategy Technology Video Creation
5 min read

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

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

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

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

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

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

Topics: Content Marketing Construction Marketing
5 min read

5 Things I Learnt About Selling From Keenan

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

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

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

Topics: Sales Strategy
5 min read

How To Utilise Social Media During Covid-19

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

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

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

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

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

Topics: Social Media
5 min read

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

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

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

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

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

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

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

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

5 Tips To Boost Your Content During Covid-19

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

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

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

And for many, this means addressing your content strategy.

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

Topics: Content Marketing SEO Construction Marketing
5 min read

Website Development For Building Products And Construction

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

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

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

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

Topics: SEO Website Design
10 min read

Email Marketing For Building Products & Construction During Covid-19

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

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

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

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

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

Read on to find out more…

Topics: Email Marketing
7 min read

SEO Housekeeping: 6 Tips During The Covid-19 Lockdown

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

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

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

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

Topics: SEO
8 min read

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

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

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

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

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

So let’s dive in…

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

Essential Benchmarking Before You Furlough - Responding To Covid-19

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

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

Topics: Construction Marketing Strategy
8 min read

Free & Paid Software Businesses Can Use Through Covid-19

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

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

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

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

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

Topics: CRM Construction Marketing Strategy Email Marketing
5 min read

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

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

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

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

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

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

Topics: Content Marketing SEO Construction Marketing Strategy
6 min read

Adapt Your Construction Sales & Marketing Strategy During COVID-19

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

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

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

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

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

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

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

6 Top Tips For Managing A Remote Team

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

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

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

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

Topics: Construction Marketing Strategy
7 min read

6 Tips To Stop Coronavirus Impacting Your Sales Efforts

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

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

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

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

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

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

The Fundamentals of Successful Digital Marketing For Building Products

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

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

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

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

Creating Your 2020 Construction Marketing Plan

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

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

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

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

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

Topics: Content Marketing Construction Inbound Marketing CRM Construction Marketing Strategy