SlideShare a Scribd company logo
1 of 104
Beyond Digital To Grow
Your Building Products
Brand
Engaging With & Helping Your Market Using The Latest
Tech, Innovations & Marketing Methods
London – March 2019
Agenda
• New Marketing Opportunities - How The Internet Has Changed Specification
& Buying
• Content Is King - Developing The Right Content To Generate Leads
• Getting Noticed Online - How To Raise Your Digital Profile
• Ready For Video? – How 1-to-1 Video Is Going To Shake Things Up
• Implementing Your Growth Stack - Building A Complete Sales & Marketing
Technology Solution
• What’s the ROI? – What are your key metrics and how to find them
• Q&A – Open Forum & Discussion
Why Are You Here?
• What are your objectives for the day?
• Have you any specific learning goals that we need
to address?
Introductions
• 30 Years In Construction Marketing
• Experience In Blue Chip, SME’s & Start-up
• Including Sales, Marketing, Customer Service, Finance,
Manufacturing & Contracting
• Insynth is a ‘growth agency’, partnering with construction
orientated businesses who have serious growth ambitions.
• We focus on lead generation, customer acquisition, client
engagement & creating competitive advantage
Open Forum
• There’s no such thing stupid question, apart from
the one you don’t ask.
New Marketing
Opportunies
How The Internet Has Changed Specification & Buying
The Age of The Curious
The Age Of The Curious
• Data has never been so abundant
• Growth is driven by asking questions;
• More
• Better
• Everything starts with Why
• Questions + ACTION = Innovation
The World Is Changing - FAST
• The pace of change has never been this fast, yet it
will never be this slow again. (Trudeau)
• Technology & the internet is enabling this velocity
• By 2020 customers will manage 85% of their
relationship with a business without talking to a
human being. (Gartner)
The Internet In A Minute
The Internet In A Minute
The Digital Shift
• Buyers want information ‘on-demand’
• Research is done at home, on the train, on the
toilet – anywhere they have a mobile device!
• 46% of B2B buyers are Millennials – i.e. 18-34
• Over 60% of search is now done on mobiles – i.e.
away from the office.
• Buyers have the power, not sales people
Effects Of Digital Shift
• Can lead to strategic drift
Effects Of Digital Shift
• Who Saw The Opportunity?
• The World’s Biggest Company In 20 Years Won’t
Have Been Formed Today
The New Buyer
• Customers do not want to be ‘disrupted’
• Advertising, mass email marketing, cold calling ,
exhibitions, etc. are all suffering as a result.
• The role of a sales person is changing.
• Buyers will look for your solution when they’re
ready
Time - The New Competitor
• ‘On-demand’ culture
• 24/7, high service level expectations
• Amazon, Netflix, Spotify, Paypal
• Ease Of Engagement
• Friction Is Your Enemy
Question Time
• Is this an opportunity, or a threat for your
business?
• What’s holding you back?
Engaging in the Digital Age
• Shift From Finding Customers to Being Found By Customers
• From Hunting to Attracting
• Freely Sharing Knowledge - Transparency
• Building Trust, Authority and Reputation
• Available ‘On-Demand’
• 1:1 Marketing Approach - Personalisation
• Shift from Sales Led, to Aligning Sales & Marketing
Big Tech Is Circling
Finding Your Future
• Think outside the box
• Blue ocean approach to find innovation
• “If I had asked people what they wanted, they would
have said faster horses” – Henry Ford
• “It’s really hard to design products by focus groups. A
lot of times, people don’t know what they want until
you show them” – Steve Jobs
A Strategic Shift
• Building Product & Construction Is Traditional
• Industry Has Been Targeted For Disruption
• Labour Intensive, Dangerous, Inefficient
• New Breed Of Thinkers Will Drive Change
• Potential Extinction Event For Late Adopters
• Is Digital Transformation In Your Sights Strategically?
What Is Inbound?
• An innovative way to GROW your business.
• A cost effective way to generate leads & acquire
NET NEW customers
• A transformational process that leads to a
SUSTAINABLE competitive advantage.
How Does Inbound Work?
• It is the science of evaluating data to generate
better fit customers.
• It is the data driven approach to attract, convert,
close & delight to get more word of mouth or
referral customers.
• It’s optimising your website so that you get found
by people who are looking for your
product/services so you can help them.
Content Is King
Developing The Right Content To Generate Leads &
Build Your Brand Authority
Engaging in the Digital Age
• Old Drivers were
• Sales collateral
• Corporate hospitality
• Product literature
• On site CPD presentations
• Training days
• Trade Shows
• Big Sales Teams
Engaging in the Digital Age
• New drivers are;
• Smart Websites
• Email Marketing
• Downloadable Technical
Content
• How-to Videos
• Online Training
• More Marketing
Resource
• White Papers
• Social Media
• SEO
• CRM Systems
• Blogs & Vlogs
• Live Chat & Chatbots
• Internal Sales Resource
Engaging in the Digital Age
• Traditional Marketing Isn’t Dead – Yet
• You Need To Deliver The Content How Your
Customers Want To Consume It
• Baby Boomers (50+)
• Generation X (35-50)
• Millennials (18-34)
• Generation Z (Under 18 – Digital Natives)
Getting Started
• Website Audit - Is Your Website The Hub Of All
Marketing Activity?
• Up To Date Content
• Technical Data Is Correct
• Open & Accessible
• Secure
• Responsive
• Logical Structure & Content
Website Audit Research
• Research reveals opportunity
• Lead management systems are broken
• Poor use of forms
• Live chat is non-existent
• SSL & Responsive issues
• Poor SEO
• Low adoption of social media and content
marketing
• Technical data missing
Content Strategy
• Set Your Goals & Objectives
• Research Buyer Profiles & Personas
• Keyword Research
• Competitor Research
• Build A Content Calendar
• Publish & Outreach
• Analysis & Review
Set S.M.A.R.T Goals
• Specific
• Measurable
• Attainable
• Relevant
• Time-bound
Example Goals
• Improve Rankings For Specific Keywords
• Obtain 5 top 3 positions on Google for keywords relating to x by [date]
• Increase Traffic To Specific Site Pages
• Increase monthly organic traffic YoY for [page name] from X to Y by [date]
• Generate Sales Leads
• Generate 10 website leads per month for product X by [date]
• Improve Customer Engagement
• Reduce bounce rate from X to Y by [date]
• Increase average time on site by at least 30 seconds by [date]
Buyer Profiles & Personas
• Buyer profiles are the types of companies that
would be a good fit for your product or service.
• Buyer Personas are semi-fictional representations
of your ideal customer
Buyer Profiles & Personas
• Create content that will align with the needs of
your customer.
• How can you help them?
• What are they searching for?
• What is their pain?
• Consider higher level triggers
Buyer Profiles & Personas
• Research should be a collaboration between sales
and marketing
• Face-to-face
• Telephone
https://www.insynth.co.uk/get-your-free-buyer-personas-guide
Map The Buyer’s Journey
Keyword Research
• Specialist Software
• Moz
• SEMRush
• AHRefs
• Google Search Console
• In-house research – ask what questions your
customers ask!
Keyword Research
https://answerthepublic.com/
Competitor Research
• Identify direct & indirect competition
• Research the keywords they get ranked for
• Establish what’s driving their organic website
traffic
• Branded (Company or Product)
• Keyword
Content Calendar
• Diarise and plan your content
• Allocate to creators
• Allow time for editing and posting
• Align with buyer’s journey
• Get writing, videoing & podcasting!
Promote
• Press Releases
• Blogs / Guest Posts
• Directories
• Social Media (use internal network for initial push)
• Email Marketing
Analyse & Review
• Check results against SMART goals
• Constantly monitor, watch the competition
• Research findings
• Feedback findings back into new campaign
• Continuous Process At Micro Level
• Hypothesising
Control Circle
Campaign
Set Standards
(SMART Goals)
Measure Performance
Act To Correct or
Change Objectives
Compare With
Standards
Getting Noticed
Online
How To Raise Your Digital Profile And Work With The
Right Media Partners To Improve Your Brand’s Visibility
The New Reality
• Getting found online is betting harder every day
• Biggest Competitor
Google Rules The Web
• Google Businesses
control 90% of all
web traffic is
• Google
• Google Images
• YouTube
• Google Maps
• Google News
What’s Happened To SERPs?
Ads
Google My
Business
Shopping
SnippetGoogle
Maps
The Impact
February 2016 February 2018
Organic Paid No Clicks Organic Paid No Clicks
Desktop 65.6% 2.5% 31.9% 65.7% 3.8% 30.5%
Mobile 58.4% 1.8% 39.8% 39.0% 3.1% 57.9%
Getting Noticed
• 1st Principles – Secure, Fast & Responsive
• SEO
• Building your domain authority
• Converting traffic into leads
1st Principles
• Secure – HTTPS Certificate. 29% missing
• Responsive – usable on mobile & tablets. 17%
1st Principles
• Fast – lightweight graphics, clean up redirects and HTML calls.
• If your website takes too long to load, it probably wont even get
looked at
79% 64% 40% 8.66 secs 11%
Of customers
unhappy with
website
performance
are less likely
to visit again
Of Smartphone
users expect
webpages to
load in around
4 seconds
Of people will
abandon a
website if it
takes more
than 3 seconds
to load
Average page
load speed in
2018
Fewer page
views and a 7%
reduction in
conversions for
every 1 second
delay
Search Engine Optimisation
• Appropriate keywords
• Image tagging
• Page titles
• H1, H2, H3 tags
• Meta tags
• Internal links
• Semantic mark-up
• Backlinks
Building Domain Authority
• Domain Authority is signal of quality & peer-to-
peer authority. Be authentic & strategic.
• Ave. DA of BP websites is just 31
• High quality of linking sites
• Universities, news media, trade media, suppliers, clients,
charities, directories, trade associations
Target Long Tail Keywords
Converting Traffic Into Leads
• Clear Offers (CTA)
• Landing Pages
• High Quality Downloadable Content
Offers / Calls To Action
• Colour (Blue For Men 57%, & Women 35%)
• Position – Above The fold, appropriate through
the copy & at the end.
• Buttons, Forms
• Action Words
Landing Page Design
• One aim – convert
• No links
• No menu
• No social buttons
• Clear purpose
• Short form or lightbox
High Quality Content
• Educational
• White Papers
• Research
• Printed Literature
• Specification/Design Guides
• Discount Codes
• Collaborations with industry authorities
• CPD’s / Seminars / Webinars
Don’t Gate …
• Sales/technical literature
• BIM objects
• Technical/GA drawings
• Price lists
• Spec clauses
• … anything that will help a specifier or customer
specify or buy
Conversion Rates
• Average - 4-5%
• Good – 10% +
• Excellent – 20%+
• Look at UX, Content & Promotion
• Incremental changes & test
Thank You Pages
• Thank your visitor
• Explain what will happen next
• Signpost next steps – links to other content
• Relate to buyers journey
Follow Up
• Automate email response
• Depending upon stage, either
• Enroll in further emails to nurture lead, or
• Set task for sales to phone to see if any further help or
information is required. (Don’t sell!)
• Only 6% of businesses follow up by phone!
• Follow up within 1 hour!
Are You Ready For
Video
Why You Need To Plan For 1-to-1 Video To Drive
Customer Engagement
Getting Noticed One-2-One
32%
35%
41%
55%
59%
83%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
MESSENGER APPS (WHATSAPP, WECHAT, FACEBOOK
MESSENGER)
SOCIAL MEDIA (LINKEDIN, FACEBOOK, TWITTER)
VIDEO CONFERENCING (SKYPE, GOOGLE HANGOUT)
PHONE
FACE-TO-FACE
EMAIL
How do you prefer to communicate for business
purposes?
Getting Noticed One-2-One
83%
59% 55%
35%
41%
32%
86%
60% 56%
39% 38%
31%
88%
61%
56%
42% 39%
29%
EMAIL FACE-TO-FACE PHONE SOCIAL MEDIA
(LINKEDIN, FACEBOOK,
TWITTER)
VIDEO CONFERENCING
(SKYPE, GOOGLE
HANGOUT)
MESSENGER APPS
(WHATSAPP, WECHAT,
FACEBOOK
MESSENGER)
How do you prefer to communicate for business purposes?
2018 2017 2016
You Can’t Ignore Video
• Video increases recall – 80% recall
• Video increase response – 46%
• Video increases engagement – 28%
• Video Increases email open rates – 19%
• 18-49 year olds are happy with video
https://www.inc.com/jeremy-goldman/9-insane-statistics-on-the-future-of-internet-video.html
Why Video For Sales
• Communication is …
Words
7%
Tone of
Voice
38%
Body
Language
55%
Why Video For Sales
• Video allows you to harness the vocal & non verbal
aspects of communication.
• With video, you can project your sincerity, authenticity
and people can get a feel for you as a person.
• Video humanises digital sales & marketing
3 Types Of 1-2-1 Video
• Sales Presentations
• Product Demos
• Personal Video Messages
Video Email
Video Email
• Testimonials
• Case Studies
• Installation Info
• Product Demo’s
• Take your video assets straight to your prospect’s
inbox
Implementing Your
‘Growth Stack’
Building A Complete Sales & Marketing Technology
Solution To Improve Productivity & Understand your
ROI
High Touch Process
• Posting content
• Email marketing
• CMS / web page design
• Website tracking
• Social media management
• CRM / customer database
• Analytics & reporting
• Automation / workflows
• Live help / chatbots
• Integrations
• Managing digital
marketing assets
Holistic Approach
• Solutions that manage and automate as much as
possible are preferred
• Align Sales & Marketing
• Provide benefits to Sales
• Transparent ROI
• Scalable
Sales & Marketing Automation
https://chiefmartec.com/2018/04/marketing-technology-landscape-supergraphic-2018/
Sales & Marketing Automation
https://chiefmartec.com/2018/04/marketing-technology-landscape-supergraphic-2018/
A Good Stack Will …
• Build and modify your website without IT or an agency
• Convert more visitors into qualified leads
• Turn leads into customers with less effort
• Track customers and report your impact on the bottom line
• Increase productivity of sales by automating manual tasks
• Manage sales pipeline in a CRM that sales reps actually want to use
• Give visibility on your ROI
Typical Results
• 3.3X increase in website visitors
• 3.5X increase in leads
• 2X increase in new business close rate
• Increase in sales revenue
Tech To Add
• CRM
• Graphic Design
• SEO Strategy
• Images
• Project management
• Website visitor recording
• Heatmap analysis
• Web Traffic Insights
• Landing Page Builder
• Dashboard Reporting Tool Builder
Graphic Design - Canva
• Design web graphics
• Free or £10/month
SEO Strategy
• SEMRush & MOZ
• £150+ / month each
Images
• Unsplash / Pexels / Pixabay
• Free
Project management
• Trello
• Free
Website Visitor Recording
• SiteUncovered - £10/user per month
Heatmap Analysis
Traffic Insights
• Showcase content
• Communicate to
specification
audience
• Drive engagement
• Track insight
Traffic Insights
Landing Page Builder
• Unbounce
• £150 / month
Dashboard Builder
• Databox
• £38/month
Full Marketing Automation Solution
• HubSpot – CRM / Marketing /Sales / Service Automation
• From Free – up to £1,500/month (typical £665 - £950)
Using The Right
Metrics
Selecting The Key Metrics To Help You Understand
Your ROI
The Right Metrics
• Avoid vanity metrics – they don’t matter
• Social media followers
• Open rates
• Page views
• Subscribers
• Focus on actionable metrics
• Metrics that drive revenue and growth
The Conversion Funnel
The Conversion Funnel
MQL’s divided by Traffic = MQL %
SQLs divided by MQLs = SQL %
Enquiries divided by SQLs= Enquiry %
Orders divided by Enquiries = Win %
Conversion Funnel - Example
75
45
31
10
15,000
Monthly Stats
Average £15k each
Conversion Funnel - Example
75
45
31
10
15,000
Monthly Stats
0.5%
60%
69%
32%
Conversion Funnel - Solution
150
90
62
20
15,000
Monthly Stats
1.0%
60%
69%
32%
Revenue Increase of
£150k per month
The Age of The Curious
The Age Of The Curious
• Questions + ACTION = Innovation
• While everything starts with Why
•The real question you need to
ask is ‘What If…’
Q & A
Enjoyed The Day?
• If you’ve found the session valuable, tell
everyone.
• Not Happy?, tell us so we can improve
• Review Us
• Add a Recommendation to my LinkedIn Profile
• https://www.linkedin.com/in/leighsimpson/
Want To Learn More?
• Contact Us
• 01952 897 097
• info@Insynth.co.uk
• @insynthltd
• www.Insynth.co.uk

More Related Content

Similar to Content Marketing For Building And Construction Products

SEO Hot Topics 2012
SEO Hot Topics 2012SEO Hot Topics 2012
SEO Hot Topics 2012
OliOrt
 
Online marketing workshop april13
Online marketing workshop april13Online marketing workshop april13
Online marketing workshop april13
Sam shetty
 
Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012
Teresa Jones
 
Thinq web marketing ppt (3 2010)
Thinq web marketing ppt (3 2010)Thinq web marketing ppt (3 2010)
Thinq web marketing ppt (3 2010)
THINQ, Inc.
 

Similar to Content Marketing For Building And Construction Products (20)

SEO Hot Topics 2012
SEO Hot Topics 2012SEO Hot Topics 2012
SEO Hot Topics 2012
 
New Marketing for the New Economy - Kotler
New Marketing for the New Economy - KotlerNew Marketing for the New Economy - Kotler
New Marketing for the New Economy - Kotler
 
Content marketing - Do who you are
Content marketing  - Do who you areContent marketing  - Do who you are
Content marketing - Do who you are
 
Building A Successful Legal Practice using Content Marketing and Other Digita...
Building A Successful Legal Practice using Content Marketing and Other Digita...Building A Successful Legal Practice using Content Marketing and Other Digita...
Building A Successful Legal Practice using Content Marketing and Other Digita...
 
'A Journey to the Centre of Customer-centricity' - Jeff Evans
'A Journey to the Centre of Customer-centricity' - Jeff Evans'A Journey to the Centre of Customer-centricity' - Jeff Evans
'A Journey to the Centre of Customer-centricity' - Jeff Evans
 
Online marketing workshop april13
Online marketing workshop april13Online marketing workshop april13
Online marketing workshop april13
 
Rise Above the Digital Noise - Thomas Young, Intuitive Websites
Rise Above the Digital Noise - Thomas Young, Intuitive WebsitesRise Above the Digital Noise - Thomas Young, Intuitive Websites
Rise Above the Digital Noise - Thomas Young, Intuitive Websites
 
Running successful business_online-aug14
Running successful business_online-aug14Running successful business_online-aug14
Running successful business_online-aug14
 
Admanagers i school 0.3
Admanagers i school 0.3Admanagers i school 0.3
Admanagers i school 0.3
 
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
 
Digital Marketing Management
Digital Marketing ManagementDigital Marketing Management
Digital Marketing Management
 
Engage 2020 keynote: Digital Transformation in 2021
Engage 2020 keynote: Digital Transformation in 2021Engage 2020 keynote: Digital Transformation in 2021
Engage 2020 keynote: Digital Transformation in 2021
 
How to Grow Your Auto Body Business and Dominate Your Local Market in a Conso...
How to Grow Your Auto Body Business and Dominate Your Local Market in a Conso...How to Grow Your Auto Body Business and Dominate Your Local Market in a Conso...
How to Grow Your Auto Body Business and Dominate Your Local Market in a Conso...
 
Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012
 
Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012 Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012
 
Introduction to Digital Marketing - 2015
Introduction to Digital Marketing - 2015Introduction to Digital Marketing - 2015
Introduction to Digital Marketing - 2015
 
Regent-Final-13Feb-Hassan-imtiazi.pptx
Regent-Final-13Feb-Hassan-imtiazi.pptxRegent-Final-13Feb-Hassan-imtiazi.pptx
Regent-Final-13Feb-Hassan-imtiazi.pptx
 
Thinq web marketing ppt (3 2010)
Thinq web marketing ppt (3 2010)Thinq web marketing ppt (3 2010)
Thinq web marketing ppt (3 2010)
 
Social Media in a B2B Context
Social Media in a B2B Context Social Media in a B2B Context
Social Media in a B2B Context
 
Formula onetraining v2
Formula onetraining v2Formula onetraining v2
Formula onetraining v2
 

Recently uploaded

Decentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfDecentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdf
nehapardhi711
 
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Prof. Marcus Renato de Carvalho
 
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdfAffiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
atinukehassan87
 

Recently uploaded (20)

Decentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfDecentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdf
 
Ultimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdfUltimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdf
 
Ash By Ash Benson Rebrand Creative Direction
Ash By Ash Benson Rebrand Creative DirectionAsh By Ash Benson Rebrand Creative Direction
Ash By Ash Benson Rebrand Creative Direction
 
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
 
The Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintActionThe Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintAction
 
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In ChandigarhMedia Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
 
Mastering Topical Authority for SEO Success
Mastering Topical Authority for SEO SuccessMastering Topical Authority for SEO Success
Mastering Topical Authority for SEO Success
 
SocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationSocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundation
 
The Impact of Technological Advancements on Elastic Webbing Production in Chi...
The Impact of Technological Advancements on Elastic Webbing Production in Chi...The Impact of Technological Advancements on Elastic Webbing Production in Chi...
The Impact of Technological Advancements on Elastic Webbing Production in Chi...
 
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
 
TikTok: The Cultural Revolution in 10 minutes!
TikTok: The Cultural Revolution in 10 minutes! TikTok: The Cultural Revolution in 10 minutes!
TikTok: The Cultural Revolution in 10 minutes!
 
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdf
 
Wide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintActionWide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintAction
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
 
buy best digital marketing course in india
buy best digital marketing course in indiabuy best digital marketing course in india
buy best digital marketing course in india
 
Content Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityContent Segmentation for Organic Visibility
Content Segmentation for Organic Visibility
 
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdfAffiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
 
DSOM Dehradun-Mastering-Off & on Page-SEO
DSOM Dehradun-Mastering-Off & on Page-SEODSOM Dehradun-Mastering-Off & on Page-SEO
DSOM Dehradun-Mastering-Off & on Page-SEO
 
The Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a NationThe Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a Nation
 

Content Marketing For Building And Construction Products

  • 1. Beyond Digital To Grow Your Building Products Brand Engaging With & Helping Your Market Using The Latest Tech, Innovations & Marketing Methods London – March 2019
  • 2. Agenda • New Marketing Opportunities - How The Internet Has Changed Specification & Buying • Content Is King - Developing The Right Content To Generate Leads • Getting Noticed Online - How To Raise Your Digital Profile • Ready For Video? – How 1-to-1 Video Is Going To Shake Things Up • Implementing Your Growth Stack - Building A Complete Sales & Marketing Technology Solution • What’s the ROI? – What are your key metrics and how to find them • Q&A – Open Forum & Discussion
  • 3. Why Are You Here? • What are your objectives for the day? • Have you any specific learning goals that we need to address?
  • 4. Introductions • 30 Years In Construction Marketing • Experience In Blue Chip, SME’s & Start-up • Including Sales, Marketing, Customer Service, Finance, Manufacturing & Contracting • Insynth is a ‘growth agency’, partnering with construction orientated businesses who have serious growth ambitions. • We focus on lead generation, customer acquisition, client engagement & creating competitive advantage
  • 5. Open Forum • There’s no such thing stupid question, apart from the one you don’t ask.
  • 6. New Marketing Opportunies How The Internet Has Changed Specification & Buying
  • 7. The Age of The Curious
  • 8. The Age Of The Curious • Data has never been so abundant • Growth is driven by asking questions; • More • Better • Everything starts with Why • Questions + ACTION = Innovation
  • 9. The World Is Changing - FAST • The pace of change has never been this fast, yet it will never be this slow again. (Trudeau) • Technology & the internet is enabling this velocity • By 2020 customers will manage 85% of their relationship with a business without talking to a human being. (Gartner)
  • 10. The Internet In A Minute
  • 11. The Internet In A Minute
  • 12. The Digital Shift • Buyers want information ‘on-demand’ • Research is done at home, on the train, on the toilet – anywhere they have a mobile device! • 46% of B2B buyers are Millennials – i.e. 18-34 • Over 60% of search is now done on mobiles – i.e. away from the office. • Buyers have the power, not sales people
  • 13. Effects Of Digital Shift • Can lead to strategic drift
  • 14. Effects Of Digital Shift • Who Saw The Opportunity? • The World’s Biggest Company In 20 Years Won’t Have Been Formed Today
  • 15. The New Buyer • Customers do not want to be ‘disrupted’ • Advertising, mass email marketing, cold calling , exhibitions, etc. are all suffering as a result. • The role of a sales person is changing. • Buyers will look for your solution when they’re ready
  • 16. Time - The New Competitor • ‘On-demand’ culture • 24/7, high service level expectations • Amazon, Netflix, Spotify, Paypal • Ease Of Engagement • Friction Is Your Enemy
  • 17. Question Time • Is this an opportunity, or a threat for your business? • What’s holding you back?
  • 18. Engaging in the Digital Age • Shift From Finding Customers to Being Found By Customers • From Hunting to Attracting • Freely Sharing Knowledge - Transparency • Building Trust, Authority and Reputation • Available ‘On-Demand’ • 1:1 Marketing Approach - Personalisation • Shift from Sales Led, to Aligning Sales & Marketing
  • 19. Big Tech Is Circling
  • 20. Finding Your Future • Think outside the box • Blue ocean approach to find innovation • “If I had asked people what they wanted, they would have said faster horses” – Henry Ford • “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show them” – Steve Jobs
  • 21. A Strategic Shift • Building Product & Construction Is Traditional • Industry Has Been Targeted For Disruption • Labour Intensive, Dangerous, Inefficient • New Breed Of Thinkers Will Drive Change • Potential Extinction Event For Late Adopters • Is Digital Transformation In Your Sights Strategically?
  • 22. What Is Inbound? • An innovative way to GROW your business. • A cost effective way to generate leads & acquire NET NEW customers • A transformational process that leads to a SUSTAINABLE competitive advantage.
  • 23. How Does Inbound Work? • It is the science of evaluating data to generate better fit customers. • It is the data driven approach to attract, convert, close & delight to get more word of mouth or referral customers. • It’s optimising your website so that you get found by people who are looking for your product/services so you can help them.
  • 24. Content Is King Developing The Right Content To Generate Leads & Build Your Brand Authority
  • 25. Engaging in the Digital Age • Old Drivers were • Sales collateral • Corporate hospitality • Product literature • On site CPD presentations • Training days • Trade Shows • Big Sales Teams
  • 26. Engaging in the Digital Age • New drivers are; • Smart Websites • Email Marketing • Downloadable Technical Content • How-to Videos • Online Training • More Marketing Resource • White Papers • Social Media • SEO • CRM Systems • Blogs & Vlogs • Live Chat & Chatbots • Internal Sales Resource
  • 27.
  • 28.
  • 29. Engaging in the Digital Age • Traditional Marketing Isn’t Dead – Yet • You Need To Deliver The Content How Your Customers Want To Consume It • Baby Boomers (50+) • Generation X (35-50) • Millennials (18-34) • Generation Z (Under 18 – Digital Natives)
  • 30. Getting Started • Website Audit - Is Your Website The Hub Of All Marketing Activity? • Up To Date Content • Technical Data Is Correct • Open & Accessible • Secure • Responsive • Logical Structure & Content
  • 31. Website Audit Research • Research reveals opportunity • Lead management systems are broken • Poor use of forms • Live chat is non-existent • SSL & Responsive issues • Poor SEO • Low adoption of social media and content marketing • Technical data missing
  • 32. Content Strategy • Set Your Goals & Objectives • Research Buyer Profiles & Personas • Keyword Research • Competitor Research • Build A Content Calendar • Publish & Outreach • Analysis & Review
  • 33. Set S.M.A.R.T Goals • Specific • Measurable • Attainable • Relevant • Time-bound
  • 34. Example Goals • Improve Rankings For Specific Keywords • Obtain 5 top 3 positions on Google for keywords relating to x by [date] • Increase Traffic To Specific Site Pages • Increase monthly organic traffic YoY for [page name] from X to Y by [date] • Generate Sales Leads • Generate 10 website leads per month for product X by [date] • Improve Customer Engagement • Reduce bounce rate from X to Y by [date] • Increase average time on site by at least 30 seconds by [date]
  • 35. Buyer Profiles & Personas • Buyer profiles are the types of companies that would be a good fit for your product or service. • Buyer Personas are semi-fictional representations of your ideal customer
  • 36. Buyer Profiles & Personas • Create content that will align with the needs of your customer. • How can you help them? • What are they searching for? • What is their pain? • Consider higher level triggers
  • 37. Buyer Profiles & Personas • Research should be a collaboration between sales and marketing • Face-to-face • Telephone https://www.insynth.co.uk/get-your-free-buyer-personas-guide
  • 38. Map The Buyer’s Journey
  • 39. Keyword Research • Specialist Software • Moz • SEMRush • AHRefs • Google Search Console • In-house research – ask what questions your customers ask!
  • 41. Competitor Research • Identify direct & indirect competition • Research the keywords they get ranked for • Establish what’s driving their organic website traffic • Branded (Company or Product) • Keyword
  • 42. Content Calendar • Diarise and plan your content • Allocate to creators • Allow time for editing and posting • Align with buyer’s journey • Get writing, videoing & podcasting!
  • 43. Promote • Press Releases • Blogs / Guest Posts • Directories • Social Media (use internal network for initial push) • Email Marketing
  • 44. Analyse & Review • Check results against SMART goals • Constantly monitor, watch the competition • Research findings • Feedback findings back into new campaign • Continuous Process At Micro Level • Hypothesising
  • 45. Control Circle Campaign Set Standards (SMART Goals) Measure Performance Act To Correct or Change Objectives Compare With Standards
  • 46. Getting Noticed Online How To Raise Your Digital Profile And Work With The Right Media Partners To Improve Your Brand’s Visibility
  • 47. The New Reality • Getting found online is betting harder every day • Biggest Competitor
  • 48. Google Rules The Web • Google Businesses control 90% of all web traffic is • Google • Google Images • YouTube • Google Maps • Google News
  • 49. What’s Happened To SERPs? Ads Google My Business Shopping SnippetGoogle Maps
  • 50. The Impact February 2016 February 2018 Organic Paid No Clicks Organic Paid No Clicks Desktop 65.6% 2.5% 31.9% 65.7% 3.8% 30.5% Mobile 58.4% 1.8% 39.8% 39.0% 3.1% 57.9%
  • 51. Getting Noticed • 1st Principles – Secure, Fast & Responsive • SEO • Building your domain authority • Converting traffic into leads
  • 52. 1st Principles • Secure – HTTPS Certificate. 29% missing • Responsive – usable on mobile & tablets. 17%
  • 53. 1st Principles • Fast – lightweight graphics, clean up redirects and HTML calls. • If your website takes too long to load, it probably wont even get looked at 79% 64% 40% 8.66 secs 11% Of customers unhappy with website performance are less likely to visit again Of Smartphone users expect webpages to load in around 4 seconds Of people will abandon a website if it takes more than 3 seconds to load Average page load speed in 2018 Fewer page views and a 7% reduction in conversions for every 1 second delay
  • 54. Search Engine Optimisation • Appropriate keywords • Image tagging • Page titles • H1, H2, H3 tags • Meta tags • Internal links • Semantic mark-up • Backlinks
  • 55. Building Domain Authority • Domain Authority is signal of quality & peer-to- peer authority. Be authentic & strategic. • Ave. DA of BP websites is just 31 • High quality of linking sites • Universities, news media, trade media, suppliers, clients, charities, directories, trade associations
  • 56. Target Long Tail Keywords
  • 57. Converting Traffic Into Leads • Clear Offers (CTA) • Landing Pages • High Quality Downloadable Content
  • 58. Offers / Calls To Action • Colour (Blue For Men 57%, & Women 35%) • Position – Above The fold, appropriate through the copy & at the end. • Buttons, Forms • Action Words
  • 59. Landing Page Design • One aim – convert • No links • No menu • No social buttons • Clear purpose • Short form or lightbox
  • 60. High Quality Content • Educational • White Papers • Research • Printed Literature • Specification/Design Guides • Discount Codes • Collaborations with industry authorities • CPD’s / Seminars / Webinars
  • 61. Don’t Gate … • Sales/technical literature • BIM objects • Technical/GA drawings • Price lists • Spec clauses • … anything that will help a specifier or customer specify or buy
  • 62. Conversion Rates • Average - 4-5% • Good – 10% + • Excellent – 20%+ • Look at UX, Content & Promotion • Incremental changes & test
  • 63. Thank You Pages • Thank your visitor • Explain what will happen next • Signpost next steps – links to other content • Relate to buyers journey
  • 64. Follow Up • Automate email response • Depending upon stage, either • Enroll in further emails to nurture lead, or • Set task for sales to phone to see if any further help or information is required. (Don’t sell!) • Only 6% of businesses follow up by phone! • Follow up within 1 hour!
  • 65. Are You Ready For Video Why You Need To Plan For 1-to-1 Video To Drive Customer Engagement
  • 66. Getting Noticed One-2-One 32% 35% 41% 55% 59% 83% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% MESSENGER APPS (WHATSAPP, WECHAT, FACEBOOK MESSENGER) SOCIAL MEDIA (LINKEDIN, FACEBOOK, TWITTER) VIDEO CONFERENCING (SKYPE, GOOGLE HANGOUT) PHONE FACE-TO-FACE EMAIL How do you prefer to communicate for business purposes?
  • 67. Getting Noticed One-2-One 83% 59% 55% 35% 41% 32% 86% 60% 56% 39% 38% 31% 88% 61% 56% 42% 39% 29% EMAIL FACE-TO-FACE PHONE SOCIAL MEDIA (LINKEDIN, FACEBOOK, TWITTER) VIDEO CONFERENCING (SKYPE, GOOGLE HANGOUT) MESSENGER APPS (WHATSAPP, WECHAT, FACEBOOK MESSENGER) How do you prefer to communicate for business purposes? 2018 2017 2016
  • 68. You Can’t Ignore Video • Video increases recall – 80% recall • Video increase response – 46% • Video increases engagement – 28% • Video Increases email open rates – 19% • 18-49 year olds are happy with video https://www.inc.com/jeremy-goldman/9-insane-statistics-on-the-future-of-internet-video.html
  • 69. Why Video For Sales • Communication is … Words 7% Tone of Voice 38% Body Language 55%
  • 70. Why Video For Sales • Video allows you to harness the vocal & non verbal aspects of communication. • With video, you can project your sincerity, authenticity and people can get a feel for you as a person. • Video humanises digital sales & marketing
  • 71. 3 Types Of 1-2-1 Video • Sales Presentations • Product Demos • Personal Video Messages
  • 73. Video Email • Testimonials • Case Studies • Installation Info • Product Demo’s • Take your video assets straight to your prospect’s inbox
  • 74. Implementing Your ‘Growth Stack’ Building A Complete Sales & Marketing Technology Solution To Improve Productivity & Understand your ROI
  • 75. High Touch Process • Posting content • Email marketing • CMS / web page design • Website tracking • Social media management • CRM / customer database • Analytics & reporting • Automation / workflows • Live help / chatbots • Integrations • Managing digital marketing assets
  • 76. Holistic Approach • Solutions that manage and automate as much as possible are preferred • Align Sales & Marketing • Provide benefits to Sales • Transparent ROI • Scalable
  • 77. Sales & Marketing Automation https://chiefmartec.com/2018/04/marketing-technology-landscape-supergraphic-2018/
  • 78. Sales & Marketing Automation https://chiefmartec.com/2018/04/marketing-technology-landscape-supergraphic-2018/
  • 79. A Good Stack Will … • Build and modify your website without IT or an agency • Convert more visitors into qualified leads • Turn leads into customers with less effort • Track customers and report your impact on the bottom line • Increase productivity of sales by automating manual tasks • Manage sales pipeline in a CRM that sales reps actually want to use • Give visibility on your ROI
  • 80. Typical Results • 3.3X increase in website visitors • 3.5X increase in leads • 2X increase in new business close rate • Increase in sales revenue
  • 81. Tech To Add • CRM • Graphic Design • SEO Strategy • Images • Project management • Website visitor recording • Heatmap analysis • Web Traffic Insights • Landing Page Builder • Dashboard Reporting Tool Builder
  • 82. Graphic Design - Canva • Design web graphics • Free or £10/month
  • 83. SEO Strategy • SEMRush & MOZ • £150+ / month each
  • 84. Images • Unsplash / Pexels / Pixabay • Free
  • 86. Website Visitor Recording • SiteUncovered - £10/user per month
  • 88. Traffic Insights • Showcase content • Communicate to specification audience • Drive engagement • Track insight
  • 90. Landing Page Builder • Unbounce • £150 / month
  • 92. Full Marketing Automation Solution • HubSpot – CRM / Marketing /Sales / Service Automation • From Free – up to £1,500/month (typical £665 - £950)
  • 93. Using The Right Metrics Selecting The Key Metrics To Help You Understand Your ROI
  • 94. The Right Metrics • Avoid vanity metrics – they don’t matter • Social media followers • Open rates • Page views • Subscribers • Focus on actionable metrics • Metrics that drive revenue and growth
  • 96. The Conversion Funnel MQL’s divided by Traffic = MQL % SQLs divided by MQLs = SQL % Enquiries divided by SQLs= Enquiry % Orders divided by Enquiries = Win %
  • 97. Conversion Funnel - Example 75 45 31 10 15,000 Monthly Stats Average £15k each
  • 98. Conversion Funnel - Example 75 45 31 10 15,000 Monthly Stats 0.5% 60% 69% 32%
  • 99. Conversion Funnel - Solution 150 90 62 20 15,000 Monthly Stats 1.0% 60% 69% 32% Revenue Increase of £150k per month
  • 100. The Age of The Curious
  • 101. The Age Of The Curious • Questions + ACTION = Innovation • While everything starts with Why •The real question you need to ask is ‘What If…’
  • 102. Q & A
  • 103. Enjoyed The Day? • If you’ve found the session valuable, tell everyone. • Not Happy?, tell us so we can improve • Review Us • Add a Recommendation to my LinkedIn Profile • https://www.linkedin.com/in/leighsimpson/
  • 104. Want To Learn More? • Contact Us • 01952 897 097 • info@Insynth.co.uk • @insynthltd • www.Insynth.co.uk

Editor's Notes

  1. What’s the split between sales & marketing here? Who’s Sales? Who’s Marketing?
  2. Do you know what I mea nby friction? People want a light touch experience, no barriers, smooth.
  3. How do you see the digital shift strategically? What action are you taking? What is preventing you move faster? Budgets, Time, Culture, Expertise, Fear?
  4. What do I mea nby NET NEW? When I say Transformational, I mean this will effect the balance between sales and marketing. Marketing need to take responsibility for the top of the funnel, sales for closing and converting. Marketing will share the responsibility of sales targets
  5. Give me some examples of content
  6. Talk to us about carrying out a 50 point website audit
  7. Talk to us about carrying out a 50 point website audit
  8. For more information, we have a buyer profile guide on our website with free templates
  9. As you can see, we’re operating in an omni channel approach
  10. Is branded search traffic really organic? Or is it a really 2nd hand direct traffic?
  11. How wide is your social media audience at work? Talk about the competition which drove the overall audience by well over 10,000 people in a fortnight.