Sandy Bassi

Sandy Bassi

Sandy is a Digital Content Marketer with Insynth Marketing Ltd. She brings to the business a First-Class Honours Degree in Marketing, Advertising & PR and a CIM Professional Diploma. She has helped businesses across the globe to achieve their marketing goals.

Recent posts by Sandy Bassi

5 min read

Architecture Magazines: Print Vs Digital

By Sandy Bassi on 20-Oct-2021 09:23:46

If the target market of your building product business is architects or specifiers, architecture magazines are great places for you to get listed.

These magazines allow architects to learn about new products, relevant projects and the latest advances in the architectural and design sector.

A chance for them to learn about your building products and services.

However, with the decline of print circulation of magazines, is print dying out? Find out if you should list your building product business on print or digital magazines…

Topics: Lead Generation
6 min read

#INBOUND2021: Purpose-Driven SEO - A Modern SEO Strategy

By Sandy Bassi on 14-Oct-2021 16:01:33

Live From #INBOUND2021

For over a decade, SEO experts have relied on strategies like on-page optimization, blogging and email outreach for links.

But, in 2021, these techniques are losing their effectiveness because they rely on coordination with a web developer, big content budgets, and spammy email outreach.

Fortunately, there's a better way to grow organic traffic: purpose-driven SEO!

Here’s a recap of the session by SEO expert Dale Bertrand. Dale delves into a step-by-step playbook on how to apply this effective new strategy for your building product business’s website to generate high-quality organic visitors.

Here’s the run-down…

Topics: Inbound2021
5 min read

#INBOUND2021: Email Subject Lines Vs. Email Content

By Sandy Bassi on 13-Oct-2021 22:46:00

Live From #INBOUND2021

What matters most? Getting your email opened or getting the recipient to click through... A click is one step closer to a sale or registration and is a more important engagement than just an opened email - that is not debatable.

But how can you get a click-through without getting the email opened first? So, this leaves marketers at INBOUND 2021 with a debate of what’s the most important - the subject line or the creative.

To learn more from this intense discussion from Courtney Dagher, Jay Schwedelson, and Nancy Harhut, carry on reading and decide which side of the never-ending debate you choose…

Topics: Inbound2021
5 min read

#INBOUND2021: 7 Steps To Becoming The Most Trusted Voice In Your Space

By Sandy Bassi on 13-Oct-2021 21:42:55

Live From #INBOUND2021

Content is a singular building block of all businesses - especially in the B2B world.

It's the essential emotion we all seek. And in the digital marketing field, our success rises and falls every day based on just how much trust we're able to generate in the marketplace.

This session, given by popular INBOUND speaker Marcus Sheridan, will give you seven proven steps to literally become not just a content machine in your building product business, but the most trusted voice in your space.

If you're willing to think differently, and truly want to stand out in a sea of content sameness, continue reading…

The fact is, most industries still in 2021, do not have an established ‘WebMd’ of their space. And this is one main reason why may not be viewed as a trusted thought leader in your unique space right now.

Topics: Inbound2021
6 min read

Digital Marketing Tips To Improve Your Construction Sales Leads

By Sandy Bassi on 24-Sep-2021 10:30:00

It's understandably difficult to know which strategies will generate you the most sales leads, and the ones that work best are dependent on your building product needs and goals.

So, how do you know what digital marketing strategies are best to improve your construction sales leads? Read on to find out more…

Topics: Content Marketing
5 min read

5 Construction Marketing Services To Look Out For

By Sandy Bassi on 27-Aug-2021 08:57:55

Digital marketing agency services are an essential part of growing your business in the digital age, especially within the construction industry.

That’s why hiring an agency to work on your construction business’ behalf can make a world of difference. You can get access to a whole team of industry specialists and double down on the ROI that investing in your digital marketing can provide.

If you’re thinking about which construction marketing services to look out for, here are 5…

Topics: Content Marketing
4 min read

5 Things To Consider When Looking For A Construction Marketing Agency

By Sandy Bassi on 13-Aug-2021 09:27:25

Deciding to work with a construction marketing agency is a big business decision, particularly if you haven't invested in marketing before. 

Yet, when you make an informed and educated decision in selecting an agency partner, you can increase your engagement exponentially, and it can help you improve your ROI for your building product business.

But, how do you know which is the right agency for your unique business?

If you’re wondering how to narrow it down, here are key things you should consider when searching for a construction marketing agency, read on to find out…

Topics: Content Marketing
6 min read

How To Digitise Your Construction CPDs

By Sandy Bassi on 23-Jul-2021 09:00:25

For many Building Product businesses, Continuous Professional Development (CPD) has shown to be a successful route to market. It is also an important aspect of the professional growth of architects and specifiers.

However, due to the rise of digital technology - working from home and streamlining our approaches - we've all had to alter our techniques and think in new ways.

And this is done by digitising CPD sessions.

In reality, digital CPDs are providing manufacturers with new opportunities to reach out to a larger audience, expand their network, and establish thought leadership.

Producing a digital CPD involves more than just making a PowerPoint presentation and talking about the benefits of your products and services, however. What will set you apart from the competition is your ability to provide compelling, engaging content.

Topics: Content Marketing
4 min read

What To Look For In A Construction Marketing Company

By Sandy Bassi on 09-Jul-2021 10:40:58

It can be difficult to find a construction marketing company for your building products business.

However, when searching for an agency partner, you may be unsure whether they'll be the ideal fit for your company and your marketing goals.

We get it.

That’s why we’ve put this blog together, so you know what things to look out for when you search for a construction marketing company…

Topics: Content Marketing
4 min read

Top 3 Tips For Conducting Interviews For Your Buyer Persona Research

By Sandy Bassi on 19-May-2021 16:45:24

Conducting interviews for your building product buyer personas will provide you with far more in-depth data when compared to surveys or questionnaires.

This is because interviews will enable you to get a feel for what drives your building product target audience by getting deeper insights into their motivations and fears.

Specifiers, contractors and won/loss deals will be individuals to interview because they will provide you with insight into what your ideal customer might look like for your building product brand.

Here are top tips to conducting your buyer persona interviews, so that you can get the most out of your conversations, read on to find out more…

Topics: Inbound Marketing
4 min read

Gathering Buyer Persona Research For Your Building Product Brand

By Sandy Bassi on 07-May-2021 09:29:32

One of the most critical steps to creating your building product buyer personas is finding some people to speak with so you can gain deeper insights to your ideal customers and who your buyer persona might be.

That means you'll have to conduct some interviews to get to know what drives your building product target audience.

But how do you find those interviewees? Read on to find out…

Topics: Inbound Marketing
3 min read

The One Thing Building Product Brands Neglect

By Sandy Bassi on 23-Apr-2021 09:12:38

With your building product brand do you fully understand your target audience of specifiers and contractors?

Have you actively spoken to those deals you’ve won/lost and understood your target audience from their viewpoint of your building product brand?

If you haven’t done this, there is one thing your building product is neglecting. Without building buyer personas you’ll have a biased view of your target audience.

So, what are buyer personas? And how can you benefit? Read on to find out…

Topics: Inbound Marketing
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: Inbound 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
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
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: Content Marketing
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: Content Marketing
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: Content Marketing
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: Content Marketing
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…

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: Content Marketing
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: Content Marketing
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: Content Marketing
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: Content Marketing
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: Content Marketing
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: Content Marketing
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: MarTech
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: MarTech
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: MarTech
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: MarTech
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…

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…

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.

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 MarTech
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: MarTech
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 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…

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: Content Marketing MarTech
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: Content Marketing
9 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: Content Marketing MarTech
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: Content Marketing MarTech
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: Content Marketing MarTech