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The Role of Online Building Product Directories for Marketing

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Presentation by @priteshpatel9 explaining the role of online building product directories for marketing to architects and specifiers.

Published in: Marketing, Technology, Business
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The Role of Online Building Product Directories for Marketing

  1. 1. The Role of Online Building Product Directories priteshpatel.me @priteshpatel9
  2. 2. priteshpatel.me I often get asked by marketers…. @priteshpatel9
  3. 3. priteshpatel.me @priteshpatel9 “Should we have a company profile in this product directory?”
  4. 4. priteshpatel.me @priteshpatel9 Answer: “It depends….”
  5. 5. priteshpatel.me @priteshpatel9 ……on your objectives
  6. 6. priteshpatel.me @priteshpatel9 ……on your budg£t
  7. 7. priteshpatel.me @priteshpatel9 Are you a BIGbrand?
  8. 8. priteshpatel.me @priteshpatel9 Or are you a small brand?
  9. 9. priteshpatel.me @priteshpatel9 BIG?
  10. 10. priteshpatel.me @priteshpatel9 Then most of your traffic should be coming via here anyway
  11. 11. priteshpatel.me @priteshpatel9 …and most Specifiers know of you already.
  12. 12. priteshpatel.me @priteshpatel9 Small?
  13. 13. priteshpatel.me @priteshpatel9 Then your question shouldn’t start with “Should we?”
  14. 14. priteshpatel.me @priteshpatel9 Your question should start with “Can we?”
  15. 15. priteshpatel.me @priteshpatel9 Because you’re probably not getting a lot of traffic to your website anyway.
  16. 16. priteshpatel.me @priteshpatel9 Also depends on how many websites are referring traffic to your site…
  17. 17. priteshpatel.me @priteshpatel9 Check….Using Google Analytics
  18. 18. priteshpatel.me @priteshpatel9 Look  at  this   figure  here  over   12  months  
  19. 19. priteshpatel.me @priteshpatel9 ….if the number is less than 50, then think about getting involved with building product directories
  20. 20. priteshpatel.me Whether or not you should get involved with product directories…. @priteshpatel9
  21. 21. priteshpatel.me Whether or not you should get involved with product directories…. @priteshpatel9 …also depends on some SEO metrics
  22. 22. priteshpatel.me @priteshpatel9 Do you have a low domain authority and not really visible in Google?
  23. 23. priteshpatel.me @priteshpatel9
  24. 24. priteshpatel.me @priteshpatel9 Hang on a minute MR PATEL!!
  25. 25. priteshpatel.me @priteshpatel9 “WTF is domain authority?”
  26. 26. priteshpatel.me @priteshpatel9 Domain authority is a measure of the power of a domain name and is one of many search engine ranking factors.
  27. 27. priteshpatel.me @priteshpatel9 Linking from a site with a high domain authority can help improve your own domain authority
  28. 28. Check yours ….Using Open Site Explorer priteshpatel.me @priteshpatel9
  29. 29. priteshpatel.me @priteshpatel9 Check yours ….Using Open Site Explorer
  30. 30. “What’s a good domain authority to have within the construction sector?” priteshpatel.me @priteshpatel9
  31. 31. 40+   Strong priteshpatel.me @priteshpatel9
  32. 32. 40+   20-­‐39   Strong priteshpatel.me @priteshpatel9 Room for improvement
  33. 33. 40+   20-­‐39   5-­‐19   Strong Room for improvement Need to improve big time! priteshpatel.me @priteshpatel9
  34. 34. priteshpatel.me @priteshpatel9 Covering  my  ass:  Those  ra)ngs  are  my  opinion  only  and  based  on   experience  analysing  gazillion  sites  across  the  construc)on  sector  
  35. 35. To increase your sites DA, you’ll need to earn some good quality links priteshpatel.me @priteshpatel9
  36. 36. ….a starting point is to get links from construction product directories priteshpatel.me @priteshpatel9
  37. 37. priteshpatel.me @priteshpatel9 So….
  38. 38. priteshpatel.me @priteshpatel9 …just how authoritative are the most popular UK construction & building products directories?
  39. 39. priteshpatel.me @priteshpatel9 0   10   20   30   40   50   60  
  40. 40. priteshpatel.me @priteshpatel9 0   10   20   30   40   50   60  
  41. 41. priteshpatel.me @priteshpatel9 0   10   20   30   40   50   60   Get on it!
  42. 42. priteshpatel.me @priteshpatel9 …they’re all worthy of getting involved in
  43. 43. priteshpatel.me @priteshpatel9 20-­‐39   If your website domain authority is in this range….
  44. 44. priteshpatel.me @priteshpatel9 ...then having a profile, with a link, in a directory can help increase your DA over time.
  45. 45. Also depends on how many good links you already have pointing to your website. priteshpatel.me @priteshpatel9
  46. 46. priteshpatel.me @priteshpatel9 Check….Using Open Site Explorer
  47. 47. priteshpatel.me @priteshpatel9 Check….Using Open Site Explorer Daaaaamn! I need to get my ass into gear
  48. 48. NOTE: Domain Authority doesn’t change over night. priteshpatel.me @priteshpatel9
  49. 49. NOTE: Domain Authority doesn’t change over night. priteshpatel.me @priteshpatel9 It takes months, if not years depending how serious you are about marketing and building a brand
  50. 50. priteshpatel.me @priteshpatel9 BUT….
  51. 51. priteshpatel.me @priteshpatel9 ...let’s not forget the purpose of an online products directory.
  52. 52. priteshpatel.me @priteshpatel9 It’s not necessarily there to refer traffic to your site…
  53. 53. priteshpatel.me @priteshpatel9 …or to help you with increasing your own domain authority.
  54. 54. priteshpatel.me @priteshpatel9 It’s there to make it easier for Specifiers to find lots of products…
  55. 55. priteshpatel.me @priteshpatel9 It’s there to make it easier for Specifiers to find lots of products… …all in one, convenient, relevant place.
  56. 56. priteshpatel.me @priteshpatel9 …..and remember….
  57. 57. priteshpatel.me @priteshpatel9 …..and remember…. your product is only a tiny piece of a massive jigsaw puzzle the Specifier is trying to solve.
  58. 58. priteshpatel.me @priteshpatel9
  59. 59. priteshpatel.me @priteshpatel9 Imagine having to use Google to source all those products for one project….
  60. 60. priteshpatel.me @priteshpatel9 Imagine having to use Google to source all those products for one project…. For many Architects…
  61. 61. priteshpatel.me @priteshpatel9 Imagine having to use Google to source all those products for one project…. For many Architects… …research time = unbilled hours.
  62. 62. priteshpatel.me @priteshpatel9 <rant> Plus…lazy ass marketers don’t optimise their websites making it even harder for Specifiers to find shit! </rant>
  63. 63. priteshpatel.me @priteshpatel9 Think about it…..
  64. 64. priteshpatel.me @priteshpatel9 Think about it….. …if every Specifier clicks through to your site then either your profile sucks or the directory isn’t doing its job
  65. 65. priteshpatel.me @priteshpatel9 …an online products directory merely helps you get discovered.
  66. 66. priteshpatel.me @priteshpatel9 …an online products directory merely helps you get discovered. …a discovery that you may never know about.
  67. 67. priteshpatel.me @priteshpatel9 …OK, let’s just summarise
  68. 68. priteshpatel.me @priteshpatel9 “Should we have a company profile in this product directory?”
  69. 69. priteshpatel.me @priteshpatel9 It depends on…
  70. 70. priteshpatel.me @priteshpatel9 Budg£t
  71. 71. priteshpatel.me @priteshpatel9 Overall online objectives Budg£t
  72. 72. priteshpatel.me @priteshpatel9 Brand awareness Overall online objectives Budg£t
  73. 73. priteshpatel.me @priteshpatel9 Brand awareness Domain authority Overall online objectives Budg£t
  74. 74. priteshpatel.me @priteshpatel9 Brand awareness Number of good links Domain authority Overall online objectives Budg£t
  75. 75. priteshpatel.me @priteshpatel9 Brand awareness Number of good links Domain authority Number of referring sites Overall online objectives Budg£t
  76. 76. priteshpatel.me @priteshpatel9 Finally some tips….
  77. 77. priteshpatel.me @priteshpatel9 If you’re a BIG brand…
  78. 78. priteshpatel.me @priteshpatel9 If you’re a BIG brand… …don’t just think about the link.
  79. 79. priteshpatel.me @priteshpatel9 If you’re a BIG brand… …don’t just think about the link. …think about additional PR opportunities and brand building
  80. 80. priteshpatel.me @priteshpatel9 If you’re a BIG brand… …don’t just think about the link. …think about additional PR opportunities and brand building small
  81. 81. priteshpatel.me @priteshpatel9
  82. 82. priteshpatel.me @priteshpatel9
  83. 83. priteshpatel.me @priteshpatel9 If you’re a small brand…. …then online product directories can be a good platform to start building your online visibility.
  84. 84. priteshpatel.me @priteshpatel9 Don’t expect lots of referral visits…
  85. 85. priteshpatel.me @priteshpatel9 Don’t expect lots of referral visits…
  86. 86. priteshpatel.me @priteshpatel9 Don’t expect lots of referral visits… …the job of a product directory is to offer the Specifier everything in one place
  87. 87. priteshpatel.me @priteshpatel9 Don’t forget…
  88. 88. priteshpatel.me @priteshpatel9 Don’t forget… …about multi-channel funnels for working out the role of online directories
  89. 89. priteshpatel.me @priteshpatel9 Don’t forget… …about multi-channel funnels for working out the role of online directories
  90. 90. priteshpatel.me @priteshpatel9 Don’t forget… 1st visit to your website: Online product directory …about multi-channel funnels for working out the role of online directories
  91. 91. priteshpatel.me @priteshpatel9 Don’t forget… 1st visit to your website: Online product directory 4st visit to your website & enquiry submitted: Online product directory …about multi-channel funnels for working out the role of online directories
  92. 92. priteshpatel.me @priteshpatel9 Don’t forget… 1st visit to your website: Online product directory 4st visit to your website & enquiry submitted: Online product directory Time: 24 days …about multi-channel funnels for working out the role of online directories
  93. 93. priteshpatel.me @priteshpatel9 Once you’ve got your profiles set up…
  94. 94. priteshpatel.me @priteshpatel9 Once you’ve got your profiles set up… …shout about it!
  95. 95. priteshpatel.me @priteshpatel9 Once you’ve got your profiles set up… …shout about it! …link to it from your website!
  96. 96. priteshpatel.me @priteshpatel9 Once you’ve got your profiles set up… …shout about it! …link to it from your website! …raise the visibility of your profile page just like you would for your own Twitter page.
  97. 97. priteshpatel.me @priteshpatel9 Thank you for your time Any questions: @priteshpatel9

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