Posts Tagged ‘Construction Marketing’

Fine-tuning case studies to attract prospects

January 21, 2014

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.

Why ESI.info case studies increase your reach and influence

August 20, 2013

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
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How to maximise your ESI.info case studies

August 20, 2013

In a previous post, we looked at the benefits of ESI.info case studies and why they increase your reach and influence.

ESI.info case study

The structure of a case study entry in the ESI.info content management system  is designed to help you make the most all of those benefits – of particular importance is the scope of the case study and the details provided in its description.

Below we step through 8 elements of a case study on ESI.info.

ESI.info CMS case study screenshot

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New landing pages help your target audience to find your products and services

July 19, 2013

The market sector landing pages have been redesigned to make it easier for buyers and specifiers to find the right companies to work with and materials to use for their projects.

The main improvements and benefits are listed below:

  1. Exploring topics and categories – a new topical fly-out panel to help uncommitted buyers looking for ideas and inspiration.
  2. Finding the right companies to work with – in keeping with ESI.info’s aim to provide a platform for all companies involved in the creation of better environments, we’ve created an index of manufacturers, consultants, contractors and useful organisations with links to featured products, projects and services.
  3. Identifying solution providers – a higher profile for case studies, CPD and articles to help our clients win more business during the early stages of a project.
  4. Discovering What’s New – any new entries you publish are promoted for three months in a dedicated channel to help specifiers identify new products and partners for their projects.
  5. Staying informed – more visibility and promotion for any company, product and project news that you post, helping you communicate significant developments and opportunities to the markets you serve.

See what opportunities are available to you on the new market sector landing pages:

External Works
Building Design
Interior Design
Building Services
Environmental Engineering

How buyers and specifiers browse ESI.info for ideas and inspiration

In this working example, we have used the Drainage topic in EXTERNAL WORKS to explain some of the features and benefits of the new browse function.

Topics are found on the left of each of our market sector landing pages. Each topic is a grouping of products and services that are commonly required for a development project.

Buyers and specifiers are encouraged to explore an entire topic by clicking a link to review the options available from manufacturers, consultants and contractors. When you promote your products, services and expertise through ESI.info, we provide different ways for your target audience to find you.

External Works specify landscape design architecture products

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The award-winning industry bible, EXTERNAL WORKS. To print or not to print? That was the question.

November 16, 2012

Over 25 years of influence and expertise as the market leader and still going strong!

We recently undertook a survey to find out how many professionals and companies still use the EXTERNAL WORKS directory, either in its printed form (affectionately known as the industry bible) or via our website www.ESI.info

The survey, which was completed by over 2200 professionals involved in external works and landscape projects, clearly illustrates that this trusted, reliable printed resource is still very much in demand, when it comes to making decisions about who and what to work with.

Nearly 80% of those who took part in the survey, confirmed that they still used their printed edition of  EXTERNAL WORKS and over 70% of respondents wanted to receive a new, up-to-date edition.

Click image to enlarge

Click image to enlarge

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Catching our eye on the web in August

August 22, 2012

August –  After a truly spectacular games, life slowly returns to normal at ESI.info towers.  That said, there has been some fantastic resources and posts on the web this month.

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ESI.info customer research summary

July 25, 2012

We recently undertook some customer research to further improve our services and help us shape the vision for www.esi.info moving forward.

So here is a short summary of some of the key findings.

This research project was carried out by our research partners, Marketwise Strategies, to help us better understand the needs of our customers and the challenges you face in planning effective marketing activity in an increasingly challenging business environment. (more…)

Get email creative that “works” hard for your campaigns

May 21, 2012

Guest post by Emma Raw, Marketing Executive at dotMailer

What are your readers seeing in your email campaigns?

The thing with emails is that it’s as much what they look like as what they say, so making sure your email creative is right – and keeping in mind what your reader will see – will make a massive impact.

Before you start on your email creative you need to think seriously about what you want your email to achieve; what action you want your reader to take. Are you trying to encourage them to purchase or sign up to something; is it about increasing your brand awareness, or is it information like a newsletter? Whichever it is, you will need to change your creative accordingly.

Seeing through your customers’ eyes  

You need to think about the whole journey, and firstly: what do they see when your email hits their inbox?

Images turned off?

When an email hits your inbox it normally has its images turned off, so you need to think about what your readers can see. You need to give them enough information to encourage them to want to reveal the rest of the email, but not too much so they avoid ‘show all content’. Why? Well, because if you’re analysing your stats then they aren’t going to be true to form if readers don’t need to open the email fully. The way ESPs can track your email and know if someone has opened it, is through a tiny 1px image that once downloaded, generates an “opened” response. If they can get all your juicy info without doing this, you won’t get vital stats on the campaign.

Think about your readers and what mail service they are using. If you’re sending to B2C, look at how gmail, Hotmail and so forth preview emails. However, if it’s B2B customers you need to be aware of Outlook and Lotus notes, if you have a massive header and no content or reference Preview panel in Outlook, the email is likely to show up blank in the recipient’s inbox which is not a great start.

Here’s a great example from Pizza Express: they designed their background to mimic the email once the images are opened, and this gives people an insight to the content of the email and is likely to make them open it fully if it looks of interest.

On the move

Think about mobile: how will it render on a small screen? 52% of consumers now access emails through their phones*. So it’s pretty clear that mobile devices and smartphones need to change the way we approach email.

You need to make sure they are clear, with big buttons, and easily read on small screens.

Getting creative

Let’s take some practical examples:

The month of May and June should be pretty easy for Harrods to think of a theme: yep, you guessed it, the Royal Jubilee. They have executed it beautifully, the theme is strong and clear and they have extended the email so it’s not just about shopping, they also have a link through to the history of Harrods, which opens the email up to people who aren’t planning to buy anything.

Don’t forget about rich media (video), shown here in this email for Butlins. If you are sending mainly to B2C customers, you can use tools such as video directly in the email as ESPs like Hotmail support this.
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ESI.info Opt in Newsletters provide great brand exposure to a first class list of contacts.

December 13, 2011

November saw the launch of our new monthly editor’s review e-newsletters, a new opt in service offered to recipients and users of our directories and ESI.info.

Each edition features information on products, services and project case studies, as well as featuring editorial articles written by expert contributors and guest writers from across the design, construction and engineering sectors.

Feedback to the first editions of our Building Design and External Works reviews have been extremely positive, and our statistics show the “opt in approach” is having a significant uplift in generating responses for featured products and case studies.

 Sign up for these new marketplace enewsletters covering Building design, Building services, Environmental engineering, External works and Interior design

Forward editorial programmes for each of our newsletters is now available and can be obtained by downloading our media packs.

If you would like to know more about getting your products or services featured in a future edition then simply contact us for further details: Tel 01786 407000 or Email marketing@esi.info

Free profiles

October 17, 2011

Are you making the most of free profiles on ESI.info?
by esidigital

Screenshot of product listings on ESI.info We’ve been doing a lot of “under the hood” work at ESI.info to make the website even better.

The key aims:
–    To increase the number of products and services we feature online
–    Provide more opportunities for customers to get their brands noticed and specified

To achieve these aims, we’re extending the scope of the website to feature new product listings.

The listings are a great way to feature all of your products and services on www.ESI.info.

Each profile is fully searchable and contains key data fields, allowing buyers to shortlist appropriate products for their projects.  For our customers, this means you can now update your entire product portfolio to feature on the website.  Simply contact us for more details marketing@esi.info and quote blogpost.

For companies with basic listings on ESI.info you can now extend your presence by using these product profiles to give a more comprehensive view of your brands. Simply fill out our enquiry form and quote blogpost. One of our team will be back in touch shortly.

If there any improvements you would like made to www.ESI.info, then please get in touch or leave a comment here.


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