Covering why technology and the internet have changed buyer behaviour, what the strategic risks and opportunities and what you need to do as a business to thrive during this period of digital shift
Beyond digital to grow your building products brand
1. Beyond Digital To Grow
Your Building Products
Brand
Engaging With & Helping Your Market Using The Latest
Tech, Innovations & Marketing Methods
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. 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 an ambition to grow by at least
10% YoY
• We focus on lead generation, customer acquisition, client
engagement & creating competitive advantage
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)
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
11. Effects Of Digital Shift
• Who Saw The Opportunity?
• The World’s Biggest Company In 20 Years Won’t
Have Been Formed Today
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. 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. Question Time
• Is this an opportunity, or a threat for your
business?
• What’s holding you back?
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
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. 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. 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. 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.
22. Engaging in the Digital Age
• Old Drivers were
• Sales collateral,
• Corporate hospitality,
• Product literature,
• On site CPD presentations,
• Training days
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.
25.
26. 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)
27. 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
28. Content Strategy
• Set Your Goals & Objectives
• Research Buyer Profiles & Personas
• Keyword Research
• Competitor Research
• Build A Content Calendar
• Publish & Outreach
• Analysis & Review
30. 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]
31. 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
32. 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
33. 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
34. 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
35. Keyword Research
• Specialist Software
• Moz
• SEMRush
• AHRefs
• Google Search Console
• In-house research – ask what questions your
customers ask!
37. Competitor Research
• Identify direct & indirect competition
• Research the keywords they get ranked for
• Establish what’s driving their organic website
traffic
• Branded
• Keyword
38. 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!
39. Promote
• Press Releases
• Blogs / Guest Posts
• Directories
• Social Media (use internal network for initial push)
• Email Marketing
40. 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
42. Getting Noticed
Online
How To Raise Your Digital Profile And Work With The
Right Media Partners To Improve Your Brand’s Visibility
43. The New Reality
• Getting found online is betting harder every day
• Biggest Competitor
44. Google Rules The Web
• Google Businesses
control 90% of all
web traffic is
• Google
• Google Images
• YouTube
• Google Maps
• Google News
45. What’s Happened To SERPs?
Ads
Google My
Business
Shopping
SnippetGoogle
Maps
46. 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%
47. Getting Noticed
• 1st Principles – Secure, Fast & Responsive
• SEO
• Building your domain authority
• Converting traffic into leads
48. 1st Principles
• Secure – HTTPS Certificate. 18% missing
• Responsive – usable on mobile & tablets. 5%
49. 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
51. 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
53. Converting Traffic Into Leads
• Clear Offers (CTA)
• Landing Pages
• High Quality Downloadable Content
54. 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
55. Landing Page Design
• One aim – convert
• No links
• No menu
• No social buttons
• Clear purpose
• Short form
56. High Quality Content
• Educational
• White Papers
• Research
• Printed Literature
• Specification/Design Guides
• Discount Codes
• Collaborations with industry authorities
57. 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
58. Conversion Rates
• Average - 4-5%
• Good – 10% +
• Excellent – 20%+
• Look at UX, Content & Promotion
• Incremental changes & test
59. Thank You Pages
• Thank you visitor
• Explain what will happen next
• Waymark next steps – links to other content
• Relate to buyers journey
60. 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!
61. Are You Ready For
Video
Why You Need To Plan For 1-to-1 Video To Drive
Customer Engagement
62. 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?
63. 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
64. 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
65. Why Video For Sales
• Communication is …
Words
7%
Tone of
Voice
38%
Body
Language
55%
66. 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
67. 3 Types Of 1-2-1 Video
• Sales Presentations
• Product Demos
• Personal Video Messages
71. 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
72. Holistic Approach
• Solutions that manage and automate as much as
possible are preferred
• Align Sales & Marketing
• Provide benefits to Sales
• Transparent ROI
• Scalable
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
• an increase in sales revenue
93. 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/
94. Want To Learn More?
• Contact Us
• 01952 897 097
• info@Insynth.co.uk
• @insynthltd
• www.Insynth.co.uk
Editor's Notes
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.