Discussing why content and inbound marketing is ideal for selling building products, how to create and promote your content, what tech stacks to use to make your life easier and how to measure your ROI. More info from www.insynth.co.uk

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

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!

40. Keyword Research
https://answerthepublic.com/

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

72. Video Email

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

85. Project management
• Trello
• Free

86. Website Visitor Recording
• SiteUncovered - £10/user per month

87. Heatmap Analysis

88. Traffic Insights
• Showcase content
• Communicate to
specification
audience
• Drive engagement
• Track insight

89. Traffic Insights

90. Landing Page Builder
• Unbounce
• £150 / month

91. Dashboard Builder
• Databox
• £38/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

95. The Conversion Funnel

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