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Beyond digital to grow your building products brand

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Beyond digital to grow your building products brand

  1. 1. Beyond Digital To Grow Your Building Products Brand Engaging With & Helping Your Market Using The Latest Tech, Innovations & Marketing Methods
  2. 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 • Q&A – Open Forum & Discussion
  3. 3. Why Are You Here? • What are your objectives for the day? • Have you any specific learning goals that we need to address?
  4. 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 an ambition to grow by at least 10% YoY • We focus on lead generation, customer acquisition, client engagement & creating competitive advantage
  5. 5. Open Forum • There’s no such thing stupid question, not asking is stupid.
  6. 6. New Marketing Opportunies How The Internet Has Changed Specification & Buying
  7. 7. 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)
  8. 8. The Internet In A Minute
  9. 9. 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
  10. 10. Effects Of Digital Shift • Can lead to strategic drift
  11. 11. Effects Of Digital Shift • Who Saw The Opportunity? • The World’s Biggest Company In 20 Years Won’t Have Been Formed Today
  12. 12. 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
  13. 13. Time - The New Competitor • ‘On-demand’ culture • 24/7, high service level expectations • Amazon, Netflix, Spotify, Paypal • Ease Of Engagement • Friction Is Your Enemy
  14. 14. Question Time • Is this an opportunity, or a threat for your business? • What’s holding you back?
  15. 15. Engaging in the Digital Age • Shift From Finding Customers to Being Found By Customers • From Hunting to Attracting • Freely Sharing Knowledge - Transparency • Building Trust and Reputation • Available ‘On-Demand’ • 1:1 Approach - Personalisation • Shift from Sales Led, to Aligning Sales & Marketing
  16. 16. Big Tech Is Circling
  17. 17. 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
  18. 18. A Strategic Shift • Building Product & Construction Is Traditional • Industry Has Been Targeted For Disruption • Labour Intensive, Dangerous, Inefficient • New Breed Will Drive Change • Potential Extinction Event For Late Adopters • Is Digital Transformation In Your Sights Strategically?
  19. 19. 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.
  20. 20. How Does Inbound Work? • It is the science of evaluating data to generate better fit customers. • It is the science of attract, convert, close & delight to get more world 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.
  21. 21. Content Is King Developing The Right Content To Generate Leads & Build Your Brand Authority
  22. 22. Engaging in the Digital Age • Old Drivers were • Sales collateral, • Corporate hospitality, • Product literature, • On site CPD presentations, • Training days
  23. 23. Engaging in the Digital Age • New drivers are; • Websites • Email Marketing • Downloadable Technical Content • How-to Videos • Online Training • White Papers, • Social Media • SEO • CRM Systems • Blogs & Vlogs • Live Chat & Chatbots
  24. 24. 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 (21-35) • Generation Z (Under 21 – Digital Natives)
  25. 25. 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
  26. 26. Content Strategy • Set Your Goals & Objectives • Research Buyer Profiles & Personas • Keyword Research • Competitor Research • Build A Content Calendar • Publish & Outreach • Analysis & Review
  27. 27. Set S.M.A.R.T Goals • Specific • Measurable • Attainable • Relevant • Time-bound
  28. 28. 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 by at least 30 seconds by [date]
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. Map The Buyer’s Journey Online Search Read Blog Watched Video See Advert Download Brochure Call Tech Support Compare Prices Specify Product Purchase Installatio n Support Review Like On Social Advocate Website l  l l l  u Social Media   Pay Per Click Email Marketing Live Chat  Customer Support u Field Sales u Trad Advertising Product Directories u u NBS Spec BIM Service l Buyer u Specifier  Installer Awareness Consideration Decision Delight
  33. 33. Keyword Research • Specialist Software • Moz • SEMRush • AHRefs • Google Search Console • In-house research – ask what questions your customers ask!
  34. 34. Keyword Research https://answerthepublic.com/
  35. 35. Competitor Research • Identify direct & indirect competition • Research the keywords they get ranked for • Establish what’s driving their organic website traffic • Branded • Keyword
  36. 36. 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!
  37. 37. Promote • Press Releases • Blogs / Guest Posts • Directories • Social Media (use internal network for initial push) • Email Marketing
  38. 38. 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
  39. 39. Control Circle Campaign Set Standards (SMART Goals) Measure Performance Act To Correct or Change Objectives Compare With Standards
  40. 40. Getting Noticed Online How To Raise Your Digital Profile And Work With The Right Media Partners To Improve Your Brand’s Visibility
  41. 41. The New Reality • Getting found online is betting harder every day • Biggest Competitor
  42. 42. Google Rules The Web • Google Businesses control 90% of all web traffic is • Google • Google Images • YouTube • Google Maps • Google News
  43. 43. What’s Happened To SERPs? Ads Google My Business Shopping SnippetGoogle Maps
  44. 44. 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%
  45. 45. Getting Noticed • 1st Principles – Secure, Fast & Responsive • SEO • Building your domain authority • Converting traffic into leads
  46. 46. 1st Principles • Secure – HTTPS Certificate. 18% missing • Responsive – usable on mobile & tablets. 5%
  47. 47. 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 likey 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
  48. 48. Search Engine Optimisation • Appropriate keywords • Image tagging • Page titles • H1, H2, H3 tags • Meta tags • Internal links • Markup • Backlinks
  49. 49. Building Domain Authority • Domain Authority is signal of quality & peer-to-peer authority. Be authentic & strategic. • High quality of linking sites • Universities • News media • Trade media • Suppliers • Clients • Charities
  50. 50. Target Long Tail Keywords
  51. 51. Converting Traffic Into Leads • Clear Offers (CTA) • Landing Pages • High Quality Downloadable Content
  52. 52. 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
  53. 53. Landing Page Design • One aim – convert • No links • No menu • No social buttons • Clear purpose • Short form
  54. 54. High Quality Content • Educational • White Papers • Research • Printed Literature • Specification/Design Guides • Discount Codes • Collaborations with industry authorities
  55. 55. 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
  56. 56. Conversion Rates • Average - 4-5% • Good – 10% + • Excellent – 20%+ • Look at UX, Content & Promotion • Incremental changes & test
  57. 57. Thank You Pages • Thank you visitor • Explain what will happen next • Waymark next steps – links to other content • Relate to buyers journey
  58. 58. 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 13% of businesses follow up!
  59. 59. Are You Ready For Video Why You Need To Plan For 1-to-1 Video To Drive Customer Engagement
  60. 60. 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?
  61. 61. 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
  62. 62. 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
  63. 63. Why Video For Sales • Communication is … Words 7% Tone of Voice 38% Body Language 55%
  64. 64. 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
  65. 65. 3 Types Of 1-2-1 Video • Sales Presentations • Product Demos • Personal Video Messages
  66. 66. Video Email
  67. 67. Video Email • Testimonials • Case Studies • Installation Info • Product Demo’s • Take you video assets straight to your prospect’s inbox
  68. 68. Implementing Your ‘Growth Stack’ Building A Complete Sales & Marketing Technology Solution To Improve Productivity & Understand your ROI
  69. 69. 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
  70. 70. Holistic Approach • Solutions that manage and automate as much as possible are preferred • Align Sales & Marketing • Provide benefits to Sales • Transparent ROI • Scalable
  71. 71. Sales & Marketing Automation https://chiefmartec.com/2018/04/marketing-technology-landscape-supergraphic-2018/
  72. 72. Sales & Marketing Automation https://chiefmartec.com/2018/04/marketing-technology-landscape-supergraphic-2018/
  73. 73. Sales & Marketing Automation https://www.g2crowd.com/categories/marketing-automation?segment=all
  74. 74. Sales & Marketing Automation https://www.g2crowd.com/categories/marketing-automation
  75. 75. Full Marketing Stack
  76. 76. Sales Enablement Platform
  77. 77. 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
  78. 78. Typical Results • 3.3X increase in website visitors • 3.5X increase in leads • 2X increase in new business close rate • an increase in sales revenue
  79. 79. Campaign Performance
  80. 80. Campaign Performance
  81. 81. Other Tech • Graphic Design • SEO Strategy • Images • Project management • Website visitor recording • Heatmap analysis
  82. 82. Graphic Design - Canva • Design web graphics • Free or £10/month
  83. 83. SEO Strategy • SEMRush & MOZ • £150+ / month each
  84. 84. Images • Unsplash • Free
  85. 85. Project management • Trello • Free
  86. 86. Website Visitor Recording • Lucky Orange - £10/user per month
  87. 87. Heatmap Analysis
  88. 88. Traffic Insights • Showcase content • Communicate to specification audience • Drive engagement • Track insight
  89. 89. Traffic Insights
  90. 90. Q & A
  91. 91. 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/
  92. 92. Want To Learn More? • Contact Us • 01952 897 097 • info@Insynth.co.uk • @insynthltd • www.Insynth.co.uk

Hinweis der Redaktion

  • What’s the split between sales & marketing here? Who’s Sales? Who’s Marketing?
  • Do you know what I mea nby friction?

    People want a light touch experience, no barriers, smooth.
  • How do you see the digital shift strategically?

    What action are you taking?

    What is preventing you move faster? Budgets, Time, Culture, Expertise, Fear?
  • 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
  • Give me some examples of content
  • Talk to us about carrying out a 50 point website audit
  • For more information, we have a buyer profile guide on our website with free templates
  • As you can see, we’re operating in an onmi channel approach
  • Is branded search traffic really organic? Or is it a really 2nd hand direct traffic?
  • 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.

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