Problem / Solution.

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

LIVE FROM #INBOUND22

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

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

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

LIVE FROM #INBOUND22

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

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

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

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

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

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

Leads. No building product business would deny their importance.

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

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

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

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

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

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

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

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

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

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

So, what needs to be done?

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

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

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

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

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

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

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

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

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

This blog explores that and more...

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

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

But why? 

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

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

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

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

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

Are exhibitions still the best way to promote your building product? 

Getting it in front of architects, specifiers and other construction project decision-makers is essential, but in a world where something as innocuous as a handshake is a public health nightmare, are there better ways to promote your product?

Every year, new content marketing trends appear, forcing businesses to reconsider their approach to reaching their customer base.

When it comes to your building products, what content marketing techniques are you using? Can your construction product business take advantage of a wider range of approaches?

Digital twins, virtual reality and augmented reality. These might seem like terms plucked from the latest Ridley Scott flick, but in the space of a decade, they have gone from something of a science fictional pipedream to part of everyday life.

With technology continuing to accelerate, it’s only a matter of time before these new developments become part of the construction industry, helping your business create a digital twin, grow and stand out against your competitors.

Live From #INBOUND2021

INBOUND isn’t just about marketing, it’s also about showcasing the latest technology and highlighting how it can be hugely beneficial to all areas of life.

Take 5G for instance.

You’ve probably heard quite a lot about it. You might even be one of the half-billion or so people in the world whose phone actually makes use of it.

But what exactly is it? How far has the tech really come, and what can it be used for?

Answering these questions and more was Qualcomm’s, Don McGuire.

Live From #INBOUND2021

The final day of INBOUND and we’re still just scratching the surface of all the amazing presentations, seminars and debates going on.

The latest was another ‘must watch’ as LinkedIn’s Amanda Green and Kaitlin Bellay talked through some essential tips to really boost leads and conversions on everyone’s favourite networking platform: LinkedIn.

Amanda presented 5 top tips that can really help you turn those ideal prospects into customers.

Live From #INBOUND2021

We’ve all been there. That lightbulb moment when we realise all of our customers are on LinkedIn and we realise we can reach out to them.

But what is the best way? Do we just post and hope that it gets in front of the right people at the right time, or should businesses focus more on adverts and specifically targeting their demographic?

It’s the (social media) age-old question.

Going head-to-head at INBOUND2021 were LinkedIn Professionals AJ Wilcox and Michaela Alexis, both who have different approaches to reaching the customer and getting the best bang for your buck.

Live From #INBOUND2021

Being able to tell a story is important. But being able to tell a story well and for it to be creative, thought-provoking and insightful is something else entirely.

You don’t just want your customers to come to you when they need you, you need them to always be thinking about you. 

For 30 fantastic minutes, INBOUND 2021 became an English Literature class as Genein Letford talked through the use of metaphors for storytelling and how this can be applied to you and your customer’s message.

Live From #INBOUND21

At INBOUND2021, Dawn Ostroff, the Chief Content & Advertising Officer of Spotify provided her own unique take on tailoring content to your specific audience. 

With the ‘if it’s not broken, don’t fix it’ approach not necessarily working in every case, Dawn’s talk was very much used to highlight the benefits of continuous innovation in content creation and how it is essential in any brand’s survival.

When it comes to the battle of growth versus loss, it’s a combination of both attracting customers, but ensuring that they are retained and engaged. 

Dawn Ostroff was joined by comedian and host of the Shake-Up Podcast Alexis Gay to discuss this in more detail.

After 1 postponement, 3 lockdowns and countless litres of hand sanitiser used, last week finally saw the return of UK Construction Week after almost 2 years. 

Taking place at the NEC, the entire construction industry headed to the Midlands to share their latest innovations, educate their peers and understand the industry as it moves out of one of the most turbulent times in living memory.   

But with exhibitions spending so much time on the sideline during the pandemic, was it worth the two-year wait or is this once ‘standard’ marketing technique teetering on the edge of irrelevance? 

Well, we took the time to speak to several exhibitors and attendees on the final day of the show to discover which marketing direction the industry is looking towards. 

While you might roll your eyes at the thought of hosting Continuing Professional Development (CPD) or trying to encourage architects and specifiers to sign up to your latest online construction course, it’s all for a good reason.

Helping you ensure best practice continues in the construction industry, CPDs are a fantastic means of educating your prospects on changing regulations, product updates or the latest news in your particular sector.

Though your prospects might see it as the least important thing they need to do, there are considerable benefits in encouraging attendance to CPDs that can make significant changes to the construction industry.

In this blog, we discuss what a CPD is, why they’re so important and discuss how you can make the most of your next online CPD, ensuring architects and specifiers are taking advantage of fast-moving technology in the construction sector.

Feel like you’re stuck in construction marketing Groundhog Day?

You wake up every morning, use the same tried and tested marketing techniques, reach out to the same list of prospects and end up not getting anywhere. It’s like someone switched the polarity of your marketing magnet!

Don’t be disheartened. There’s one, very quick and easy solution.

The construction industry is set to undergo significant growth over the next 12-months, returning to levels that haven’t been seen since before the pandemic.

This makes it a fantastic time for construction product manufacturers to rethink their marketing strategy.

With countless marketing agencies to choose from it can be difficult for construction companies to know where to begin looking and even more difficult to decide on which marketing agency is best for them.

In this blog, we discuss everything that a construction marketing agency should be.

If you work for a building product company and have decided now is the time to increase your digital marketing output, you might have thought about outsourcing some of the workload to an agency.

After all, marketing agencies are experts in what they do. Marketing.

The most important part of your digital marketing journey though is selecting the right agency partner.

Do they know your industry as well as you do?

Are they a team of likeable individuals that you can see yourself working with?

These questions, plus dozens of others, are vital in selecting your construction marketing agency.

Are you still feeling disheartened about England narrowly missing out on European glory? Don’t worry, you’re not the only one.

But don’t let that get you down for too long. After all, think of the journey Gareth Southgate and the lads have been on for the last few years, taking us from international embarrassment to unity and pride.

There are significant lessons to be learned from England, so let’s talk about how a change in your construction marketing tactics can pave the way for a shift in fortunes.

With a huge database of potential construction sector customers, have you ever found yourself asking questions like:

‘What should I do with them all?’ and

‘Who should I contact now?’

If you answered yes to the above, then lead nurturing is the answer for you.

Just like children must be nurtured to grow into functioning adults, responsible for mortgages, doctor’s appointments and their own shopping, customers too, must be nurtured so that every piece of information you have given them on their journey leads to you getting their business.