My Blog

Category Archive - Strategy

3 Digital Marketing Trends All Building Product Marketers Must Be Aware of for 2017

2017 is nearly here and it’s time to start planning those objectives right? Hopefully you’re well under way with it anyway. To help you define your objectives, here are 3 big trends I’m seeing which may or may not impact your digital strategy next year. Your online stockists/merchants are gobbling up your organic search traffic Do a broad search for your product. You’ll notice some ads at the top with…




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Sourcing Blog Content Ideas for Your Construction Website

In this video I give construction marketers ideas on where to source content ideas from. They include using reports and filters in Google Analytics, old and new enquiries submitted into the business, social media research and listening tools, industry forums and….your own business employees (all departments except for Marketing). Remember to also check out all my other whiteboard videos over in the videos section.




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Construction Product Marketers: Enable & Get the F**k Out The Way

Over the past 18 months I have met many construction product marketers and businesses alike. They all have the same goals and same marketing problems. Marketing is no longer just about marketing products for construction product businesses. Think about it. All products conform to some sort of standard or criteria making them all the same on paper – so what’s a businesses USP?




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Problem with Marketing to Many Audiences in Construction

I’ve been thinking about us marketers in construction and the problems we face when it comes to marketing & improving results. Marketing in construction is perceived to be difficult because of the number of parties involved in a specific project and businesses want to market to everyone. See, I’ve had business owners say “We need to focus on the specification market”. 8 months go by and then “We need to focus…




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5 Online Value Propositions for Building Product Manufacturers

Online value propositions is an interesting yet difficult area in the building products space because online itself is still an unchartered territory for many Marketing Managers and the meaning of value is commoditised in a sense by marketers (everyone offers some sort of value in a confusing way) and the definition of proposition is unknown or difficult to communicate for some. It’s just too hard for businesses to nail one…




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The Role of Online Building Product Directories for Marketing

Many marketers often frown when it comes to spending money with online construction and products directories and resources. Often it’s because of naivity and over managing ones own expectations. I often get asked if budget should be allocated to online product directories and the answer is always the same. View the presentation below to find out. Any questions or comments please feel free to leave them below in the comments…




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5 Marketing Challenges for Construction Marketers and How to Overcome Them

 Challenge 1: Connecting the Dots (ROI) It’s amazing how many businesses I’ve seen without a robust CRM system at the heart of the business. CRM systems allow you to map contact details generated from marketing activity to project details so you can see that the specifier who responded to a marketing activity in 2011 turned in to an order (placed by a distributor) in 2013. Without a CRM system with…




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Your Ads are Shite!

A little deck I’ve put together which explains what I’ve learnt after reading a stupidly superb book. It’s about advertising, creativity and thinking differently. Simplistically differently. Enjoy!




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Give your B2B website some goals. They don’t have to be difficult.

Giving your B2B website some goals to measure its performance against doesn’t have to be difficult nor do any goals need to be complex. I had an interesting meeting a few days ago to discuss a new SEO and Analytics brief with a product manufacturer in the building industry. When the question was asked about ‘website goals’ it was followed by a moment of a silence. Almost a silence that…




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