Email subscriptions: how your promotions reach the right people

March 12, 2014 by

In a previous post, we covered the new ESI.info client dashboard that allows you to manage all aspects of your content and see powerful metrics relating to your online entries and when you are promoted in our email bulletins.

This month we look at the subscriptions section of the new dashboard, and how this affects you and the prospects you are trying to reach. ESI.info users can now choose which email bulletins to subscribe to according to the market sector that interests them.

ESI.info dashboard logged in

The My Interests and Subscriptions module primarily caters for designers, specifiers and buyers who want to subscribe to ESI information services. In the future, we will send them email bulletins for very specific topics and give them personalised information alerts that match their specific interests they come to our website.

Marketers, manufacturers and suppliers can also subscribe to the bulletins, to keep up to date with what is new in the industry.

Interests and Subscriptions

The My Professional Interests module is where ESI.info users register their details and marketplace interests. From this information, we  send them one or more of our email bulletins – External Works, Building Design, Interior Design, Building Services or Environmental Engineering.

Professional Interests

If you have been featured in an ESI.info information bulletin, you can see the job title, company name and town of an of our registered users who opened the email or clicked through to your content, by logging in to the My Campaign Stats section of your dashboard.

These new campaign reports will help you to:
• Assess the quality of the audience you are reaching
• Identify some of the leads and enquiries that have been generated for you by ESI.info as a result of your marketing exposure

Here for you

If you would like a demonstration of the new metrics interface or are interested in exploring marketing opportunities including email campaigns, call 01786 447005 or send us an email and we’ll get right back to you.

New metrics reporting interface: assess your ESI.info ROI

February 28, 2014 by

In this post, we look at the new interface for reporting metrics, which has received positive feedback, particularly when it comes to campaign metrics.

Being able to witness detailed results of a specific marketing activity is very useful and powerful and ESI’s new dashboard facility delivers just that.
Adam Pulfer
Marketing, Development & Technical Director
Hoppings Softwood Products

1. My Metrics

Many thanks to Woodhouse for allowing us to use their metrics as a working example. Woodhouse is a designer and manufacturer of high quality exterior lighting and street furniture for public realm and commercial environments. Their products are specified by architects, landscape architects and engineers in the public and private sector.

My Online Entry Stats

This module allows you to see how many times your promoted products and services have been viewed across a period of time.

An entry view is recorded when the detail page for your product or service is selected and viewed by a user. It is a click through from a search result and an indicator of engagement and interest.

When you look at your online entry metrics, the last complete twelve months of statistics are presented as the default view. You can select other time periods to compare the relative performance of your published entries over time. You can also specify month ranges if required.

construction industry online marketing campaign stats

In this example, the sharp rise in October and November this year was due to an investment in extending and enhancing Woodhouse’s product information, supported by illustrated news posts and a case study – 130 entries were created or enhanced over this period.

construction industry marketing online entry views

If an entry has been promoted in a bulletin – for example, the new Coda range at the bottom of the list above, you can view the campaign metrics to see who has viewed the promotion and clicked through to read more (see below).

Click here to sign in and view your Online Entry Stats

My Download Stats

This view gives you a report of all the documents and files that have been downloaded from ESI.info over the selected period.

construction industry marketing download metrics

Downloads are a significant indicator of engagement and interest. Remember that up to five documents can be associated with each published entry.

Click here to sign in and view your Download Stats

My Campaign Stats

If your products or services have been promoted in an ESI.info email bulletin, you can now see who viewed the campaign and clicked on your promoted entry. The Coda range was promoted in a November bulletin.

ESI.info news item

ESI.info Email campaign stats

Campaign statistics are updated on a daily basis. If you receive an enquiry for a product or service shortly after it was promoted, the probability is that the interest was triggered by ESI.info.

These new campaign reports will help you to:

• Assess the quality of the audience you are reaching

• Identify some of the leads and enquiries that have been generated for you by ESI.info as a result of your marketing exposure

Since we started including details of click-through audience in our bulletin campaign reports, many of our clients have been able to attribute new enquiries to the marketing promotion they received through the bulletins.

Thank you. It looks good! I recognised one company which we’ve recently had an enquiry from.
Dorota Smilgin
Kee Safety

If you have a Gold or Platinum subscription, email bulletin promotions are included as part of your marketing package.

Click here to sign in and view your Campaign Stats

Download a media pack if you would like more information on bulletin promotions or managed email campaigns.

Campaign FAQs

* What campaign metrics do we report?

Campaign metrics are collated by the third party email platform we use for campaign preparation and fulfillment. Before reporting on the metrics, we analyse the open and click rates to identify system scans; any metrics where the interval between opens or clicks is less than three seconds are discarded.

* Why are there high open and click rates reported for some users?

Some large organisations – for example, local authorities and major design consultants – take a central subscription to ESI information bulletins. On receiving the bulletin, the subscriber distributes the bulletin internally if they think the content is relevant. Any subsequent opens or clicks are recorded against the original recipient as we have no way of knowing who the bulletin has been forwarded to.

* Can you provide full contact details, including the name, email address and telephone of people who have clicked through to a promoted entry?

Our privacy policy states that we will provide sufficient information to give our clients an indication of the audience they are reaching, without compromising our users’ right to privacy. If someone wants you to contact them directly, they can do so by sending you an email or calling you and giving you their details. During the research and discovery stage, buyers often don’t want to be ‘sold’ to. There is usually sufficient information on the page to allow users, particularly when there are downloads available, to determine whether or not a product or service will probably satisfy requirements. Often, another person in the organization will be charged with obtaining detailed information about pricing and availability when the project is at a more advanced stage.

2. Assessing ROI

At ESI.info we aim to provide detailed, illustrated information on your key products and services. We provide a variety of mechanisms for interested parties to progress their interest including your contact details and workflow tools.

If you’re using web referral analytics as your primary measure to gauge ROI, you’re getting a very partial view of the benefits of content-rich marketing with a specialist information provider. Anyone who chooses to select and view your promoted products and services has a current or future requirement to satisfy.

By providing you with information on the entries that have been selected and viewed, and in the case of bulletin campaigns, the people who have viewed or selected your entry, we hope you will get a better indication of the value of your marketing exposure with ESI.info.

3. Website referrals

ESI.info is not a click-through website, so we don’t report click-through metrics.

Most of our clients use web analytics software to track website referrals, so this data is readily available.

If getting click-throughs to your website is your main objective, we recommend the following options over and above optimizing your website for search engines.

1. Paid for search

The only way to guarantee that you will appear on page 1 of search results is to pay for position. Whilst this will generate clicks through to your website, it’s very easy to rack up substantial costs, so you need to be sure that your clicks are coming from the right people and are being converted into business.

2. Direct marketing

ESI Direct offers list rental and managed campaign email campaign services. We can provide you with top quality mailing lists with the business emails of named decision makers.

With gone-aways at a minimum and response levels well above average, ESI.info is a company that truly understands the market and has the capability of compiling a selection of named contacts that matches client needs. I continue to value the additional insights they provide.

Nicholas Gill, Account Director
CIB Communications Ltd

Address books can be specified by business sector, job role and geographical area. We can check your own address books, adding or removing contacts as required.

If you are interested in exploring direct marketing opportunities, there is an overview on the processes and costs on pages 6-7 of the current media packs.

Here for you

Illustrated entry views continue to account for over 90% of all entry views on the ESI.info website. This reinforces the benefits of illustrating your products and services if you want to significantly extend your reach and influence to a professional business-to-business audience.

If you would like a demonstration of the new metrics interface or are interested in exploring marketing opportunities including email campaigns, call 01786 447005 or send us an email and we’ll get right back to you.

ESI.info_2013_web

Managing your shopfront on ESI.info

January 21, 2014 by

Before Christmas, we looked at the new client dashboard and the new interface for reporting metrics that help you assess the return on investment you get from your marketing with ESI.

This month we look at the interface for My Shopfront, which has been designed to help you promote your products, services and expert capabilities to professional decision makers and influencers. The ESI.info content management system has been restyled and is easier to use.

Below the screenshot is a summary of the features:

Content management system for ESI.info, a digital marketing platform for the construction industry

My Shopfront

Your marketing subscription: a summary of your marketing subscription, how many entries you are using and a photo of your account managers at ESI.info. Further developments are planned for this view, including the number of email bulletins that may be available to you.

My Company and Brand: your brand identity including the company name that is displayed, company name variations, your default web address, your social links and your company and brand logos.

My Online entries: all of your promoted content including products, case studies, news, CPD and articles. You can edit existing entries or create a completely new entry here.

My Downloads: review and update all of the downloads that are attached to your online entries. You upload a new version of a download and manage which entries a download is attached to.

My Button Ads: you can add a button ad in any category that you have an illustrated entry in. Button ads appear alongside search results and at the bottom of category results. Use button ads to promote company branding and reinforce messaging.

4094068_accountdropdownpanelexampleFAQ: how do I access the new dashboard?

To access the dashboard, sign in when you come to the website. A drop-down menu will then appear, giving you access to the dashboard. Choose any of the items in the menu to load the view.

If you have forgotten your password, please ask for a password reminder.

Fine-tuning case studies to attract prospects

January 21, 2014 by

Many companies view their projects and case studies from their own point of view and typically reference the product name and location prominently in the title and the opening paragraphs of text.

Does this approach resonate fully with prospective buyers or is there more you could be doing to maximise your conversion opportunities?

Of course, a good bank of case studies are like a portfolio of work – they demonstrate where when your products have been installed, how long they have stood up to real-world use, the types of building you have worked on and the sectors you may specialise in.

But does this help the architect, landscape architect, engineer or interior designer – the people you are trying to target for your next project – find out how you can help them with the problem they are working on now?

Case study / project pages that have the product name and the building / location strongly foregrounded in the title and text tend to be discovered by people researching the specific products and locations that are referenced.

If a specifier knows you or your product, they will search for the brand name or your company name. If they are researching a particular building or location, they will naturally search for that location. Think about two example case study titles below, who they are likely to be found by.

  • Narrow: “Glasgow Commonwealth Games”
  • Still limited: “XYZ street furniture, Glasgow 2014 Commonwealth Games”

Public realm seating in Camden resolves urban challenges

There is a large pool of designers, specifier and buyers who don’t know your product, are undecided about what to use, or are looking for an alternative to what they used last time. These people may search for their requirement, such as ‘street furniture for regeneration’ or ‘street furniture for place-making’.

  • Better; references the benefit: “Street furniture for Glasgow regeneration area”
  • Better still; benefit highlighted more prominently: “Using XYZ street furniture to regenerate Glasgow”
  • Best; appeals to specifier searching for similar solution: “How XYZ street furniture created a sense of place”

If you can highlight the requirement in your case study title, or at very least the benefits of the product, this will help people in a similar position, who have a requirement to fulfil. In your case study text, it is also important to summarise the consultant’s project brief, or the problem that the client was trying to solve. In a previous post, we provide tips on how  to structure your case study pages on ESI.info.

Case studies address a specific requirement, and at the outset of a project there can be a number of challenges that demand a specialist solution.

Sign in to your content management system and optimise your content now.

Key data: Simple steps to improve your visibility on ESI.info

October 17, 2013 by

Our ESI.infoTV series interviewed architects, interior designers and landscape architects to find out how they use ESI.info to shortlist products for their projects.

Key data is an important element when people refine and filter on ESI.info to narrow down their search results to find something that meets their requirements.

One of the key things to come out of the video was how filtering systems help a buyer narrow down and compare different products or services – it is all designed to help them make better decisions for better environments. An architect on the Just Practising blog said sites like ESI.info are invaluable time savers when they need to compare products in one place.

If your key data is not complete, you may miss out when buyers filter and refine their search results on ESI.info.

Follow these 5 steps to check your key data is complete:

Try the following 7 steps to compare your key data and find the gaps

1. Go to ESI.info and sign in.

2. Search for your company, then select the ‘Products’ tab in your company shopfront.

3. Select one of the information channels (eg products, services or case studies) in your company shopfront.
(below)
ESI.info 1 sign in 3 select channel
4. Filter your results to a single category.
5. Click the ‘Select all” button.

6. Click the compare function.

(below)
5 select all 6 compare

7. Look for gaps in the key data to highlight where information can be added.  (below)

On the Compare screen, you can: (1) scroll left and right to compare all your products in a category; and (2) look for gaps in the key data to highlight where information can be added.  (below)

ESI Compare 5. gaps in key data

If you see an entry that is missing key data, select the entry to go to the detail page and click the ‘Edit this entry’ link to complete the missing key data.

You need to be signed in to ESI.info to see the Edit this entry link. (below)

Reach your audience with managed email campaigns

September 19, 2013 by

Take advantage of ESI.info’s address books of qualified contacts to ensure your email campaigns reach the decision makers and influencers that matter to you.

Whether you want to drive traffic to your website, launch a new product or service, or simply to reach a wider audience for your news and promotions, ESI.info can tailor a list to match your requirements.

Our data lists are second to none, as our clients can testify:

With gone-aways at a minimum and response levels well above average, ESI.info is a company that truly understands the market and has the capability of compiling a selection of named contacts that matches client needs. I continue to value the additional insights they provide.

– Nick Gill, Account Director CIB Communications Ltd

Our detailed campaign analytics and reporting allow you to easily quantify your return on investment. You can see the delivery rates, open rates and clickthrough rates, as well as the job title, company and post town of anyone who has opened your email or clicked on a link.
Managed campaign template

How it works

• Define your objectives and target audience
• Plan a campaigns or series of campaigns
• Select contacts that match your customer profile
• Set up and test your email – using your HTML, one of our templates, or fully designed by us
• Send the campaign
• Report back to you with detailed campaign metrics

See an example of an email marketing campaign we managed for one of our clients.

Find out more about managed campaigns in our latest media pack.

Email us on marketing@esi.info

Or call us on 01786 407000

Your company shopfront on ESI.info

September 18, 2013 by

At ESI.info we never stand still, constantly developing our website and information services to help you extend your reach and influence. We have improved the company page to give you a shopfront that showcases all of your information in one place, more clearly than before. Your company profile page has been developed into a microsite where buyers can quickly grasp the full extent of your business proposition from a fixed index at the top of the page. Products, services, case studies, projects, CPD materials, documents, news and events can all be promoted to build awareness of your brand and expert capabilities. Buyers can browse all your published information through the channels that interests them, increasing your new business and cross-selling opportunities.

Forbo Company Products channel ESI.info   Read the rest of this entry »

ESI.info case study: managed email campaigns

September 11, 2013 by

John Newton & Co Ltd is a UK market leader in damp proofing, basement waterproofing and tanking solutions for damp walls and basements.

As part of a tailored marketing subscription, John Newton & Co commissioned ESI.info to supply data for and manage a series of six monthly emails between June and December 2012. Over 5000 decision makers and influencers matching John Newton’s target customer profile were selected from ESI.info’s database of over 70,000 active specifiers. Using content provided by John Newton and data supplied by ESI.info, our managed email service included sending their campaigns out via our marketing platform.

Our detailed campaign analytics and reporting allow return on investment to be easily quantifed. Delivery rates, open rates and clickthrough rates are shown, as well as the job title, company and post town of anyone who has opened the email or clicked on a link.

For the first 6
Emails delivered: 92%

Unique opens: 21%
Unique click-throughs: 3%

John Newton & Co subsequently increased their mailing list to circa 10,000 contacts and has continued to run monthly campaigns throughout 2013.

“We have been using ESI.info for the past 3 years and have found them to be a very responsive and innovative company to work with. The account manager is excellent, and they are very good at offering tailor-made packages to offer the best solution available for our needs.”

– Lucinda Muschialli, Marketing Director, John Newton & Co Ltd

Read the rest of this entry »

ESI.info email bulletins generate enquiries

September 3, 2013 by

In a previous post, we looked at how ESI.info email bulletins increase your reach and influence for your market sector.

In this post, we look at how ESI.info’s campaign reports make it easier for featured clients to identify the source of in-bound business enquiries

Kee Safety supplied a press release on their fall protection product, Kee Walk® was installed at The Lancasters, a high profile residential refurbishment project in the heart of London.

The news item was published on ESI.info and included in one of our monthly email bulletins (example below), which are sent out to an engaged, opt-in subscriber list every month.

Building Design email marketing architects consultants

This particular bulletin achieved a delivery rate of 99.93%, an open rate of 29.59% and a unique user clickthrough rate of 5.29%.

Several clicks were generated from the email to Kee Safety’s news item on ESI.info, from architects, design managers, technologists and surveyors.

The news post is in turn linked to  one of Kee Safety’s product pages where more technical information and downloads are provided.

As part of the bulletin service, we provide reports that include the job title, company and post town of anyone that has viewed or clicked through to promoted entries. Whist respecting the privacy of our subscribers, this information is sufficient to allow our clients to:

  • assess the quality of the exposure they are getting
  • identify ESI.info as a valuable source of business enquiries when requests for quotes or additional information are received from buyers who are included in the campaign report

In this case, Kee Safety was able to do exactly that.

“Thank you for this, it looks good! I recognised one company which we’ve recently had an enquiry from.” – Dorota Smilgin, Group Marketing Executive, Kee Safety.

As an ESI.info client you can add unlimited news items free of charge as part of your marketing subscription. We will shortly be extending our bulletin service, giving you the opportunity to boost your reach and influence through the proactive promotion of new and interesting products and services.

Get in touch to find out more:

Email us on marketing@esi.info

Or call us on 01786 407000

Why ESI.info case studies increase your reach and influence

August 20, 2013 by

Case studies are an important tool in digital marketing in the construction industry. They encapsulate the idea of using storytelling as a cornerstone of communications strategy.

Case studies can be a remarkably effective content tool. They seem to be most commonly used deeper in the funnel as a ‘proof point’ or ‘testimonial’ for the B2B sale. But they can also be a great awareness builder and credibility builder for the brand as well.

– Robert Rose, Chief Strategist at Content Marketing Institute.

With a kind of trickle-down effect, lots of newly created websites are set up with a ‘Case Studies’ tab, almost as a placeholder. Thanks to the popularity of WordPress templates, it’s like a default setting, in the same way that having ‘About Us’ and ‘News’ tabs is a given. But it takes more than notes or photos filed under a ‘Case Studies’ heading to create content assets that will genuinely engage potential clients.

In this post we outline five reasons why case studies help showcase your ability to provide expert solutions and provide tips so that you can take full advantage of the case studies platform on ESI.info to extend your reach and influence.

Why case studies?

1. Case studies help buyers find the right companies to work with

Many products and services are needed as part of a wider problem-solving endeavour, particularly for projects requiring bespoke treatments or demanding outcomes. Specifiers and designers can define the challenge, but not necessarily the means of addressing it. What they need is expert collaborators who can help them devise and implement a solution. Although web pages of all kinds have stacked up in unimaginable numbers, finding the experts to work using search engines is a hard slog.

Case studies are at the heart of the ESI.info marketing proposition: they are strongly promoted on our main website, in our topical e-mail bulletins, and in our social media conversations. They are indexed by topic, business sector and geographical location, making it easier for buyers to find the right partners for their projects.

• Read how Platipus Anchors’ technical expertise – testing tree anchors – helped contribute to redeveloped public environment on Liverpool Waterfront (below).

Platipus Anchors Tree anchoring, Liverpool Waterfront
Read the rest of this entry »


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