Live from #INBOUND2021

Live from #INBOUND 2021

Live From #INBOUND2021

Ran by Sangram Vajre - most famous for his Account-Based Marketing books  - It's Not Marketing. It's Go-to-Market. This session aligns with his most recent book: Move - The 4 Question Go-To-Market Framework.

How do you define go-to-market (GTM)? Is it your marketing team launching new products? Is your sales team hitting numbers? It's time to shift your thinking.

Stop thinking about marketing, this presentation was all about the go-to-market philosophy.

In a nutshell, GTM is an organisational process that accelerates a company's path to market with high-performing revenue teams who deliver an aligned customer experience.

Live From #BrightonSEO

Finally, a conference in person with real-life people. I might be the only one wearing the bright red t-shirt stating ‘SEO is my superpower’ they sent out in the post before the event, but I’m fully embracing it. I’ve never been to Brighton before or Brighton SEO plus, it’s a free bloody t-shirt! 

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.

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.

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.

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.

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.

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.

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...

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.

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!

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.

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.

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.

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.

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.

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.

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.

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?

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.

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.

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.

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.

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.

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.

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

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.

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.

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.

Suddenly we find ourselves with a lot of downtime. 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 backbench.

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.

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.

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.

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.

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.

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.

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…

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

A value proposition is a promise of value to be delivered. It’s the main reason a prospect should buy from you and not your competitor.  Too many companies, over the years, lose sight of what they set out to achieve. Their value proposition becomes diluted or maybe it just doesn’t stand up in the modern world.

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

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

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

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

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

Mission statements can be tricky to produce. Where do you start? Who needs to see it?  How will it help us to grow?  These are the questions that you may ask yourself.

A well-crafted mission statement will unify your team around a clear objective that they believe in, bringing synergy and focus to your efforts. 

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

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

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

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

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

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

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

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

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

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

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

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

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

In this blog, we walk you through the most effective way to conduct keyword research and how different types of keywords can generate different results.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

How to Take Your Marketing from Good to Great

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Read on to find out more...

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

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

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

We’ve updated the data below for 2022 and highlighted the top construction hashtags to use over the next 12-months.

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

By looking at hashtags in more detail, you can see which ones earn the most views, allowing you to fully optimise your posts on all social media platforms. 

Read on to find out which hashtags are the best to use for your construction marketing giving you the tools to put your building products in front of more people online.  

There are many social media tips, tricks and tactics to ensure your content gets shared and eventually goes ‘viral’. Through producing content for social media, its ultimately every businesses goal for that content to be seen by as many people as possible.

Other than paying for exposure through paid ads or magazine and directories, the only other way your content will get shared is if it’s great.

What one person might perceive as great might be boring and un-engaging to another. This is why we’re going to take a deeper look into the reasons behind why people share content.

When it comes to using social media for construction marketing there are few tips on how to ensure you're doing it right. 

Social media is not a phase, it's here to stay so make sure you know how to get the most out of it with these marketing strategies for building product companies.

Social media is an ever-changing platform that continues to create new ways to engage with our customers effectively.  On average we spend 2 hours 22 minutes on social media platforms a day.

This can't be ignored, so make sure your content stands out, grabs peoples attention and makes an impact. With so much time spent on social media, our attention span is decreasing. This makes it an even bigger challenge so we've got 4 social media techniques that are dominating in 2019.

You may be in a position where you want more leads from your website or the amount of leads you've been receiving have slowly dropped off. No matter what your marketing strategy is, your website is always used as a reference point.

Many building product websites come across as brochures rather than lead generation sites. Although it's a good idea to have product information on your website, it's wise to structure and segment it to make it easier to understand. 

When people visit your website they will be at different stages of the buyers journey, your content needs to be appropriate for all 3 stages - awareness, consideration and the decision stage.

Ad blocking isn’t a new concept but is increasingly growing in popularity. People are becoming more aware of how cookies and websites track what they look at and how adverts are targeted to them.

Ad blocking software’s and internet extensions prevent adverts from being served. Whilst most internet users are fine with this, many advertisers and publishers are not.

Sometimes when creating content, you can get carried away with so much detail that you end up with a chunk of text that looks blocky and unappealing.

Below are 7 different types of visuals you can use to make your blogs more alluring to the eye, ensuring people stay on your page and take something in even if they're quickly scanning over it.

Most websites have a FAQ page somewhere on their website but they’re not always optimised for search engines. You may not even need a FAQ section but its become a page that is seen as important as ‘About Us’ and ‘Contact Us' pages.

David Hamill advises that if your FAQ page is answering questions that the rest of the website should answer, then you have a problem with your site content.

Some people overlook the potential and the opportunity FAQ pages offer, with many including questions that are very samey and repetitive, providing answers that come across as patronising.

Part 1 discussed how important creating content for your specific audience is and platforms in which you can not only create awareness of your brand but also understand pain points within the sector.

Part 2 focuses on social media, engaging with your audience,  influencers, paid ads and getting a professional to create your content for you.

Many of these promotional strategies overlap and interlink so try and do them together rather than picking one and focusing on one thing.

Content marketing is increasingly becoming a successful method of digital marketing as it allows you to represent yourself as the experts within your specific sector. Meaning leads come to you more educated about your product.

Writing great content is a huge part of content marketing but there are also a number of strategies to help increase and grow your audience. Part 1 includes how forums, guest posting, re-purposing old content and segmenting your audience can increase your audience reach.

Print advertising has been around since earlier than the 17^th century. It’s a very traditional method of advertising, but is it still the most effective way to reach your audience?

As the digital age continues to present us with online marketing tools, does print still have a place in our marketing strategy or should we we be discarding it all together.

Digital tools allow us to see who viewed content, what platform they came through, what device they are using, how many pages they viewed, how long they viewed those pages and even live recordings how they move around the website.

You can’t get this data from print advertising.

Product directories are used and trusted by thousands of specifiers, clients and installers.  They are widely used to access information about building products and generate high levels online traffic.

Their aim and purpose is to provide specifiers, architects and consultants with comprehensive, up to date information, inspiration and the latest news on product and technology innovation.

Discover how to get the most out these valuable resources to create awareness for your brand, increase specification, improve your organic rankings on Google and generate new sales leads.

Yesterday, Insynth presented on how digital marketing is changing the way that specifiers and buyer engage with building product brands, and how you should adapt your marketing plans to keep up to date with these changes.

Old fashioned traditional ways of reaching your audience such as cold calling, trade shows and brought contact lists are all suffering.

This blog summaries the struggles and challenges that building products companies face and how you can approach them. We’ve also included our presentation from the day for you to view.

Google doesn’t read images, search engines only read text, so if your image is named ‘DSC_006’ then it’ll never be found.

You might not think that the name of your image matters, but a third of all searches performed on Google are for images.

That’s a third of the traffic you’re missing out on just because your image isn’t named correctly for Google to find it.

Read on to find out more…

Blogging is not a new way of marketing but has improved and continues to change as technology progresses, for instance many now include videos.

Websites have become an essential platform for all businesses, whilst a blog is increasingly being recognised as a must-have on your website.

There are a number of reasons why having a blog is vital, one being when people visit your site they can see you are active, another is to implement SEO and rank higher on Google for your specific audience.

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

Using content marketing for your building products brand is about educating your prospects so they can make informed decisions, rather than directly selling. The correct use of content marketing will position your company as an expert in your sector, building awareness for your business.

Case studies create credibility for your business, providing specifiers with social proof that your solution is a good fit for their current or next project. Think of a case study as an expansion of a testimonial.

But, with only 46% of building product websites including case studies, it is evident that they are under utilised.  

The building products industry is renowned for being traditional when it comes to marketing and not getting on board with new technologies. This makes it ideal for you to get ahead of the curve and start implicating these tools today.

A well performing marketing stack will improve communication, efficiency, productivity and increase the knowledge you have on your customers. Allowing you to target and nurture your leads with the right content at the right time, ensuring you are providing the best service in your sector.

The Insynth team love to attend digital marketing events. We’re lucky enough to attend quite a few over the year, even heading out to the States to pick up on the latest insights into how to improve construction marketing in the UK.

It’s the best way to stay ahead in the ever-changing marketing industry. We meet with fellow industry professionals, share our knowledge and get inspired by exciting new ideas.

We’ve created a list of marketing conferences that focus on a wide range of topics from SEO, to social media to content marketing and everything in-between. Maybe have a chat with your boss, convince them to let you go, and we might see you at one of these events this year.

We’ve also managed to bag you a few discount codes to tempt you!

As America is bigger, it’s only natural that they are the first to start some trends and take on new technology. An advantage to us is they can test out these trends to find out which ones work better than others.

We can then implement the successful trends into our marketing strategy. It’s equally important to be aware of what may be about to take off and get ahead of your competitors.

The building products industry has a reputation of being very traditional in its marketing approach and relativity cautious about adopting new technology.

This presents an opportunity for more adventurous brands to seize the intuitive and steal the march on their competitors by taking advantage of latest tech to help them better engage with the market.

Listed below are 9 trends and new technologies which you could take advantage of in 2019 to grow your business.