The document discusses strategies for enhancing digital performance through user engagement in the construction sector, emphasizing the importance of understanding the audience and utilizing effective tools. It highlights the value of market research and creating user journeys to attract and retain customers, alongside the significance of monitoring metrics for success. Key insights include examples of successful engagement tools and the measurement of marketing effectiveness through consistent reporting and analysis.

1. BuildersMerchantsFederation
Maximising Your Digital Performance
Through Better User Engagement
David Watling, Pauley Creative

2. BuildersMerchantsFederation
Let’s take a look at the agenda
• Why am I speaking to you?
• Understanding your audience
• Build or rebuild?
• Putting the right tools in your kitbag
• Thrill and engage your audience!
• Use your information in a smart way
• Work out what to measure

3. BuildersMerchantsFederation
Why are we qualified to speak about
construction marketing tactics?
• In the past 20 years we have asked over 400,000 people over 8 million questions
• We contribute to over £890 million worth of turnover of our clients within the construction
sector
• We have built over 300 personas for clients
• We have over 105 years experience in marketing between us (that’s just Nick!)
• We help many of the UK’s leading construction companies grow their sales
• We know what works and what doesn’t through research, understanding and actions

4. BuildersMerchantsFederation
Understand your audience
UNDERSTAND AND ENGAGE INTERNAL
STAKEHOLDERS
WHAT ARE YOUR COMPETITON DOING? CURRENT MARKETING STRENGTHS AND
WEAKNESSES
UNDERSTAND YOUR CUSTOMERS & POTENTIAL
CUSTOMERS

5. BuildersMerchantsFederation
Tools to help understand your audience
UNDERSTAND AND ENGAGE INTERNAL
STAKEHOLDERS
WHAT ARE YOUR COMPETITON DOING? CURRENT MARKETING STRENGTHS AND
WEAKNESSES
UNDERSTAND YOUR CUSTOMERS

6. BuildersMerchantsFederation
Build or rebuild?
Points to consider and questions to ask:
• What has the research told you that your existing and potential clients want?
• What are your IT integration requirements now and in the future?
• What tools are going to be useful?
• Portability of your current platform
• Longevity of your current platform
• Examples of similar companies who use this technology
• Where are your competition?
• Wants of your individual internal teams
• Can your site accommodate the change required to meet your customers’ needs?

7. BuildersMerchantsFederation
Putting the right tools in your kitbag
Understanding what these are and implementing them will stand you apart from
your competition by helping to drive increased engagement from your current
customers and attract new customers through search.
Be Useful – Be Informative – Be Chosen

8. BuildersMerchantsFederation
Some examples of customer/member led tools
Data sheets and product brochures 24 hours!
Compare products to help with selection
Useful calculators to drive new traffic
Industry certification/standards all in one place

9. BuildersMerchantsFederation
Some examples of customer/member led tools
What have
I booked?
Help &
guidance
Logos
anytime
Create MY
profile
I say what I
say when!
Easy, useful,
downloadable
Stay up-to-date

10. BuildersMerchantsFederation
Weighing the pig

11. BuildersMerchantsFederation
Tips on reporting and insights
Ask why you are measuring it and what impact it has on your business/marketing objectives
• Pick a handful of useful measures
• Set yourself a realistic target – seek advice on this one
• Keep them simple
• They must be linked to your marketing actions (on the whole)
• Be consistent – monitor the same thing every month
• Remember seasonal and business variations
• If you see a consistent positive change do more - if not stop!
• Celebrate success!

12. Traffic sources – 2017 vs 2016
Default channel grouping Date range Sessions Percentage change
Direct
2016 5327
+97%
2017 10535
Organic Search
2016 1066
+1486%
2017 16915
Social
2016 50
+4296%
2017 2198
Referral
2016 352
+65%
2017 1980
Email
2016 0
+
2017 937

13. Organic traffic
• 2,236 sessions in Nov to 1,276 in
Dec
• The entire year has increased by
+1,487% vs 2016
• 2017 – 16,915 sessions
• 2016 – 1,066 sessions
1,487% compared to 2016
0
500
1000
1500
2000
2500
2017
2016

14. The best performing pages from organic
Landing pages
Year on year
performance
Sessions
Goal
completions
Home page
2017 9,221 1
2016 69 0
/BMF/Contacts/Login.aspx?WebsiteKey=ec66be42-6acd-4574-ad55-
d1e8851584a7&LoginRedirect=true
2017 542 0
2016 0 0
/BMF/Events/Registration/BMF/Events/Event_Display.aspx?EventKey=PAVERALL17
2017 408 0
2016 0 0
/BMF/About/Our_Team/BMF/About/Our_Team.aspx?hkey=8181c726-cb45-46de-
830b-0333d4f57697
2017 316 0
2016 0 0
/BMF/Events/BMF/BMFEvents.aspx
2017 260 0
2016 0 0
/BMF/Events/Event_Display.aspx?WebsiteKey=ec66be42-6acd-4574-ad55-
d1e8851584a7&hkey=8bad5640-076e-45ca-b5f0-
964f66991673&EventKey=MEMBSDAY17
2017 233 0
2016 0 0
/BMF/Events/Registration/BMF/Events/Event_Display.aspx?EventKey=BMFCONF17
2017 223 0
2016 0 0

15. Referral traffic
• 171 people have visited the website via
referring websites
• 22% fewer referrals than in Nov however
+677% vs Dec 16
• The increase in referral traffic compared to
2016 is coming from :
• UK construction week (0 to 22)
• NMBS (0 to 18)
• Timber trade federation (0 to 18)
• Forum money saving expert (0 to 6)0
50
100
150
200
250
300
2017
2016

16. What does this mean for us?
20% increase in
Domain Authority in
2017 (44 to 53)
• Gaining links is an important and necessary exercise that improves Domain Authority
(the credibility score in Google’s eyes) which as a result increases our ranking.
Result: Higher
Rankings! We
are now ranking
above British
Motorcycle
Federation

17. BuildersMerchantsFederation
Summary
• Do some research into who your audience are and how they can be influenced
to use you
• Build user journeys/tools to attract new audiences and engage existing clients
• Monitor and report on the right things
• Celebrate success!