If you build a performance website, you should expect your overall website activity to be driving over 90% of your net new growth. Net new? That’s new business from companies or specifiers you’ve never dealt with. The rest will probably be coming from outbound sales activity and word-of-mouth referrals.
Leigh Simpson
Recent posts by Leigh Simpson
3 min read
Performance Websites: How Much Should You Spend?
As construction decision-makers increasingly use digital channels to search for products and services, you must elevate your construction website design. Your website is your most important sales and marketing asset and is worth investing in accordingly.
Topics: Website
3 min read
Performance Websites: Keeping Specifiers Up-to-Date
Keeping your performance website up to date is critical and time should be allocated every month to add or update new content, but what about keeping people up to date with these changes?
Topics: Website
3 min read
Performance Websites: Capturing User Feedback
When designing a performance website, gathering user feedback can help you identify potential issues and areas for improvement before the website is launched. It’s worth allocating the budget to pay independent users to spend an hour going through the website and giving you honest, objective feedback.
It’s worth doing this at least annually.
Topics: Website
3 min read
Performance Websites: The Right Website Analytics
When building your performance website, consider the analytics you need to track and analyse once the site is live. This will help ensure that the website is developed to allow for accurate tracking and analysis of key metrics.
Topics: Website
4 min read
Performance Websites: How Architects want Content Structured
For specifiers, clear and consistent technical information is essential to make informed decisions about building products and materials. Architects rely on manufacturers product data. Making sure this information is structured correctly on your website is critical.
Topics: Website
3 min read
Performance Websites: Never Too Early for SEO
When building a performance website a common mistake is leaving SEO until the end.
This often stems from working with a designer who sees their role as taking care of the visual experience and that SEO is a separate project to be taken care of by a different team post-launch. This is the wrong way to go about it.
Topics: Website
4 min read
Performance Websites: Great Design = Inspired Specifiers
“What I want to see is websites being better curated – more thought about graphically. Because there is nothing worse than having a really good technical resource that is awful to look at.” - Ged Couser, Architect Director, BDP
Topics: Website
4 min read
Performance Websites: 7 Essential Sections For Max Impact
Most people would agree that their website is a critical tool for connecting with their target audience and driving growth - not just a digital brochure. Now let's dig into the 7 sections that really make the difference.
Topics: Website
3 min read
Performance Websites: Assembling & Organising the Team
The success of a construction website design project depends on effective project management, clear objectives, adequate planning and excellent communication among team members.
How do you make sure all these things are in place? By making sure the right people are in the right roles and that those roles are clearly defined and understood across the team.
Topics: Website
3 min read
Performance Websites: 10 Tips for Choosing The Right Partner
How do you select the right partners for your construction website design and development projects?
Topics: Website
4 min read
Growth Driven Design: A Smarter Approach to Web Design
Growth Driven Design (GDD) is a website design and development approach that emphasises continuous improvement and optimisation that is is particularly effective in the built environment.
Here's how it can help you launch website projects more quickly while improving results.
Topics: Website
4 min read
4 Benefits of Integrating Your CRM & Website
Integrating your CRM with your website is a serious super power. For example, it enables you to see which pages of your website a contact has looked at, when, and how many. And that's just the beginning. But most companies aren't doing it.
Topics: Website
7 min read
6 Keys to Website Strategy in the Built Environment
Before you begin a website update or redesign, it is important to ensure that your website strategy is well-defined and aligned with your business goals.
Topics: Website
5 min read
Why Most Construction Industry Websites Fall Short
A good website is a critical asset for every business, but the unique dynamics of the construction industry make website design more complex than in other B2B sectors.
Topics: Website
4 min read
What Is a Performance Website (and Why Do I Need One?)
When a performance website kicks in, your business will feel it.
A performance website is purposely designed to be easy to find online by your target audience when they are looking for information that relates to your industry. It is packed full of useful content and is easy to navigate and understand.
But that's just the beginning...
4 min read
How to Define Your Vision & Mission Statement
A clear vision and a well-crafted mission statement are the foundation of any successful business.
In the construction industry, companies often focus on project timelines and profit margins, overlooking the importance of a broader, long-term vision.
In this blog post, we will discuss why defining a vision is important, what elements should be included, and how to produce a mission statement that supports your vision and guides your marketing strategy.
Topics: Marketing Strategy
8 min read
SEO: Your Construction Marketing Rocket Fuel
"Ready to launch your online marketing strategy sky high? SEO is your rocket fuel, get ready to ignite."
Picture a space rocket. It's awe-inspiring and full of potential, but without the right fuel, it stays grounded. In the realm of digital and inbound marketing, Search Engine Optimisation (SEO) is that much-needed propellant. It's the high-octane fuel that ignites your online presence and launches it into the stratosphere.
Let’s explore the key concepts of SEO, with a few space-related puns thrown in.
Topics: SEO Marketing Strategy
3 min read
The Power of Strategy: Moving Beyond Tactics in Construction Marketing
Have you ever found yourself, or your team, drowning in the whirlpool of daily tasks, bogged down by social media campaigns, content creation, and lead generation?
You're doing everything that your marketing handbook tells you to do. And yet, something seems amiss. There's a void that these tasks aren't able to fill.
But what is it?
Topics: Marketing Strategy
10 min read
3 Sales Tips to 20x Your Win Rate
For many businesses, a common assumption is that more web traffic is needed to drive growth. Upon closer inspection, this is rarely the case.
Topics: Sales
5 min read
Sales Efficiency: 4 Tips For Building Products Manufacturers
Sales is about selling, yet we see many building product companies working with a different definition.
In some companies, salespeople spend most of their time keeping existing customers happy instead of finding new ones.
In other companies, they measure their success in terms of activity, like ‘How many people did you call this week?’ Which doesn’t focus on key sales goals and finding good fit leads.
These types of salespeople follow a simple approach:
- We have a product we want to sell
- There are customers who should buy it
- If we call on enough of them, we’ll eventually stumble upon someone who will buy our products
Simple, yes. But not very effective or efficient.
Thankfully, there’s a better way. Here are 4 ways you can make your sales team more productive…
Topics: Sales
8 min read
Stop Losing Projects To Inferior Building Products
One of the most frustrating things that can happen for a building-product manufacturer is to lose out on a big sale to inferior products.
Why does this happen? And how can you prevent it?
Topics: Sales
6 min read
How to Make Your Building Products Blog Work Hard
When used in the right way, your blog can attract more traffic, bring you leads and be an asset to your sales cycle. If your blog isn’t delivering these results or helping to drive more sales, it may need a reboot.
In truth, blog posts on most manufacturers' websites are inconsistent and lack a clear strategy. But it's not all doom and gloom, here are some ways that you can improve your blog’s performance.
10 min read
How To Do Keyword Research For Building Products Brands In 5 Simple Steps
“Keyword” is a common SEO term, but it can be misleading as to what keywords actually are and why they're so important. Matching the terms or phrases on your website with those being used by your potential users on search engines such as Google should be one of the foundation stones of your digital marketing activity and be central to all of your SEO work.
Read on for helpful tips on identifying and implementing the right keywords for your site.
4 min read
The Basic Mistake That Cost Me £1 Million
A few years ago I made a simple mistake, innocuous really, but one that would set off a chain reaction that would personally cost me over £1 million, reshape my future and drive me to succeed and be happy.
Here’s what happened.
Topics: Content Marketing
5 min read
Big Ideas And Thought Leadership
It feels like every building product business wants to be a thought leader at the moment. It may even be something you’ve included in your marketing strategy – “become THE Thought Leader in our space.”.
I often ask, “so what’s your big idea then?”, to be told about how the brand has existed for 50 years, is a market leader, has supplied prestigious projects, etc.
But this isn’t enough. It’s not your past that makes you a thought leader, it’s your vison of the future.
So, what do you need to do to become a thought leader, and is that really what you want your brand to become?
Proceed with caution….
Topics: Content Marketing
4 min read
Has Google's June Core Update Hurt Your Rankings?
In an unusual move for Google, the officially announced an impending algorithm update this week. Google described it as the June 2019 core update.
The update began rolling out on the Monday 3rd June, impacting Google search ranking and listings positively and negatively across the globe.
Topics: Content Marketing SEO
8 min read
7 Reasons Why Content Marketing Helps Building Product Sales Teams Succeed
From our conversations across the construction industry, it’s clear that building product Sales Leaders view content marketing with suspicion, feeling it could hinder their chances of getting in front of prospects and customers.
Once we explain the benefits to them and their teams of a well executed inbound marketing strategy, they soon understand the potential to help them improve lead generation and lead quality.
Making their sales team busier, more respected in their sector and getting them in front of more influential decision makers and specifiers.
Read on, to find out how we explain the key benefits to sales of inbound and content marketing.
Topics: Content Marketing Sales
6 min read
Construction Sales Tips: Mind The Gap - Selling With Silence
One of the first things that you’re taught in sales is that you have two ears and one mouth and to use them in that order.
However, you shouldn't use your mouth at all at crucial points in your sales conversations
Learn how silence can unlock a sales opportunity and when to use it.
Topics: Sales
5 min read
Construction Marketing Strategy: Chasing Growth - Are You Insane?
Growth. It’s compelling, alluring and addictive. It’s also tough.
It’s getting harder to generate more leads, win more customers, up-sell, cross-sell, increase market share and make more profit using the tactics that were so successful just a few short years ago.
It was Einstein who famously said, “insanity is doing the same thing over and over again and expecting different results”.
So, is your reluctance to alter your approach, tactics and mindset in your quest for increased growth madness?
Topics: Content Marketing Sales
5 min read
Microsoft Future Decoded Conference: Keynote Speaker Cindy Rose
Kicking off this year's Microsoft Future Decoded event in London is Cindy Rose.
Cindy is the CEO of Microsoft UK. The event takes place at the ExCel Exhibition Centre at the Victoria Docks in London. The two day event covers a range of technological topics from A.I. to using the cloud and building trust around it.
Read on to find out what Cindy's keynote speech was all about...
Topics: Content Marketing MarTech
7 min read
CIMCIG Event Review: Independence, Trust & Modern Media
Billed as a ‘Question Time’ style debate, the CIMCIG evening focused on the role that traditional UK construction media plays in an age of social and content marketing, and which, if any, media can you trust.
What did we learn? Which media channel is right for your audience? What will publishing look like in 10 years’ time? Who can be trusted in the age of ‘fake news’?
Topics: Content Marketing
7 min read
Construction Marketing 2030 - Are You Prepared?
Just as Amazon has created turmoil in high street retail, Apple disrupted the music industry and Facebook changed the way we keep in touch, new technology, most of which is becoming available now, is about to change the way we do business in Construction.
Is your business going to be the next Blockbuster – killed by an obsolete business model, or will you be the Netflix of building products, taking action now to take advantage of the disruptive potential of AI? It's time to incorporate this new technology into your construction marketing strategy.
Topics: Content Marketing
4 min read
Live @ #Inbound18 - HubSpot Product Announcements
The pace of innovation and new features in the HubSpot ecosystem is mind blowing. Since Inbound 17 there have been more changes than I can keep track of and every week there is a new feature to impress.
Learn about the big changes to the suite that were announced at the Inbound 2018 conference, and how these could help you supercharge your business growth.
Topics: Content Marketing Events MarTech Inbound Marketing
4 min read
Live @ #Inbound18 - Problem Centric Selling
Why No One Gives a Shit About You or Your Company
Bringing insights from his new book Gap Selling, Keenan, CEO of The Sales Guy talks at Inbound 2018 about why the only thing that drives sales is the creation of value.
Topics: Sales Events
4 min read
Live @ #Inbound18 - Beth Comstock Keynote
If Failure Isn’t An Option, Then Neither Is Success
Opening the first full day at Inbound 2018 is Beth Comstock, former Vice Chair of one of the world’s largest companies, GE.
Talking about how organisational change begins with the individual, ground up and how this approach strengthened GE and led to exciting developments for the business.
Topics: Content Marketing Events
1 min read
What Do you Want to Learn At Inbound 2018?
There’s a real buzz at Insynth this week.
On Monday, we’re heading off to Inbound 2018 in Boston.
Topics: Content Marketing
7 min read
Barcelona: How It Shaped My View Of Inbound
A last-minute decision to visit Barcelona was a wonderful surprise from my wife; we’ve been talking about it for 20 years! But with my Inbound mindset, it was more than the food, drink, architecture and culture that left an impression on me.
Here are a few of my experiences from the weekend and how my passion for Inbound was stoked again.
Topics: Content Marketing Inbound Marketing
5 min read
3 EASY Tips For Managing Tradeshow Leads
One of the main challenges you can face with trade shows is managing the leads that are generated from visitors to your stand. A successful show can generate hundreds of leads, all of which need to be followed up quickly.
So learn 3 SIMPLE tips to help you process them and identify the hottest leads.
Topics: Events Inbound Marketing
4 min read
Why Digital Marketing Strategy Is Integral To Growth
Do you have a digital marketing strategy? Are your digital marketing efforts ad-hoc or aligned with broader business goals? Do you understand the return your digital marketing is delivering to your business?
In recent years, everything has gone online and ‘on-demand’, adding to the pressure to join the digital race; new websites, social media, email marketing, CRM systems. Most businesses now see digital channels as the mainstay of their marketing strategy.
But, in this rush to get online, is strategy being left behind?
Topics: Content Marketing
5 min read
Why Micromanagement Is The Best Strategy For Sales
One of the biggest challenges of sales management is figuring out how involved you need to be with your team. Too much and you can be accused of interfering and getting in the way. Too light a touch and activity can start to stray away from your carefully constructed sales strategy.
So how do you get the right balance, and where should you and your team focus your time and energy to make the biggest improvements to your sales performance?
Topics: Sales
9 min read
17 Signs Your Construction Inbound Marketing Strategy Is Working!
In one of our recent blog posts, we discussed how long it takes for content marketing to work. Blogging frequency and quality were the key topics, but it led to questions about more subtle signs that things are starting to work.
So, here’s a quick list of the sort of signals that you should be on the lookout for when starting out on your construction inbound marketing journey (we'd love you to add your own ideas in the comments at the end of the post).
Topics: Content Marketing Sales Inbound Marketing
5 min read
How Long Does Content Marketing Take To Work?
A common question that we get when discussing inbound marketing with potential construction clients is "how long does content marketing take to work?".
There are a number of factors at play, but we'll give you some insight into how long it takes and when you can start to see results.
Topics: Content Marketing Inbound Marketing
4 min read
Lazy Marketing is Killing Trade Shows
I recently returned from a major trade show. I felt both angry with the disappointing effort from the majority of exhibitors, but also excited that there was hope that there would be a future for trade shows if exhibitors employed inbound marketing tactics.
This is why.
Topics: Content Marketing Inbound Marketing
2 min read
We're Hiring! Content Creator Needed
Content Creator Role - Shifnal, Shropshire (£25k + benefits)
We’re looking for a talented content creator who can scale our marketing efforts and grow the audience of Insynth and our clients. This role requires exceptional writing skills, a creative mindset, and a results-driven attitude.
1 min read
Insynth Media Grader Report Featured In Dezeen
Topics: Content Marketing Inbound Marketing
5 min read
3 Easy Tips To Boost Your PR In The Construction Media
Getting your product news, case studies or opinion pieces published in reputable trade titles and industry blogs is a great way of publicising your brand, creating awareness, authority and trust.
Topics: Content Marketing
7 min read
Construction Marketing Tips: How To Get Featured Snippets On Google
Impress your boss and your colleagues by getting 'position 0' on Google and winning the race for prestigious featured snippets in Google.
Here is a 6-step guide to how Insynth replaced the Construction Marketing Association on a prized snippet in just 10 days.
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