Posts Tagged ‘Marketing to architects’

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

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. email bulletins generate enquiries

September 3, 2013

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

In this post, we look at how’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 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, 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 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 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

Or call us on 01786 407000 – how we highlight your new information

June 18, 2013 has launched new landing pages for the five market sectors that we champion. The landing pages highlight any illustrated entries that are new to or new to the market, including products, projects, articles and CPD materials from producers, consultants, contractors and advisory bodies. Anything that you do that is new and interesting is highlighted and promoted to your target audience.

What’s new in External Works
What’s new in Building Design
What’s new in Interior Design
What’s new in Building Services
What’s new in Environmental Engineering

“Featured this month” carousel

Featured this month are the entries from email bulletins, which are sent out to a fully requested list of decision makers and buyers for increased engagement with your information. Building Design featured products

New entries


How do designers and specifiers use Find out with TV

December 12, 2012

Over the last 3 months, have been working with Su Butcher of Just Practising to interview designers, architects and landscape architects about ways they use to source specialist products and services on live projects.

The aim of the campaign was to generate insight about the important role plays in helping designers, specifiers and buyers choose what and who to work with.


Episode 1:  Matt the Architect- How illustrated content helps specifiers at design stage.

Matt Franklin of mbf design is a regular user of In this episode Matt shows how illustrated entries are key in helping him refer products and systems to his clients for one of his recent projects.



Great tips from an Architect. Make it easier for your products to be found and specified?

September 25, 2012
We all know architects and designers are highly visual people. So it comes as no surprise that appearance is a key factor when specifying products or systems for client projects. (more…) Building Design blog – Q & A with editor and expert blogger Benedikte Ranum

March 27, 2012

1. What do you do at 

I am the editor who looks after’s building design / building services community and content. I have to make sure that we publish and share useful information in these subject areas, and that we make it easy for our audience to find what they’re looking for. This involves connecting with built environment professionals through many different channels – our website, face-to-face meetings, remote meetings, seminars and conferences, webinars, social media and blogging.

2.  Can you tell us a bit about the marketplace blog?

The Building Design blog covers a wide range of topics. Architecture is at its heart, but posts have touched on anything from geo-engineering to environmental psychology; from ancient brickmaking methods to the latest developments in concrete manufacture; and from renewable energy developments to biomimicry. Some posts are simply descriptions of recent architectural projects, while others try to get behind the headlines a little bit: explorations of the relative sustainability of different building materials, or a look at what it’s really like to live in a PassivHaus.

3. How long have you been running the marketplace blog and why did you start it?

We started the blog back in the summer of 2009. The idea was to provide a more informal space for our community to interact with and with each other. We wanted to broaden our scope from simply providing product information for specifiers, and show our readership that we share their interests and concerns. Our clients and the people who use would get a chance to influence or contribute to blog content, which would in turn strengthen those relationships. A blog allows a company to fulfill certain pragmatic requirements – like boosting SEO, gathering leads and reinforcing a brand – while also showing a more human face. In addition to all of those benefits, I find that I learn a lot through researching, writing and commissioning blog posts. It is often hard to find the time to read through all the relevant trade journals and articles, but the blog provides a focus to keep me informed of what’s happening in the market. Rather than provide in-depth, expert articles, our blogs often act as signposts to other interesting content. I am not an architect or engineer myself, but I am keen to share the useful information that I come across.

4. What does your ideal blog reader look like? Who is the target audience?

The target reader for the Building Design blog is a professional involved in the built environment – be they an architect, technologist, consulting engineer, QS, building product manufacturer, contractor, urban designer or housebuilder. Most of the visits to the blog come from within the UK, but we have also had visits and comments from readers in the US and mainland Europe. While the people who use for product information are often in the middle of specifying for a live project, the blog is more of a venue for browsing, exchanging ideas or satisfying one’s curiosity. I once wrote a post about a Gateshead development of IKEA-designed housing, and the person who was actually the lead contractor / project manager of the scheme got in touch to comment – I got a kick out of that. An ideal blog reader is one who is happy to comment, get involved in a debate, share an alternative link, offer an opinion or correct a mistake; that’s when a blog really comes into its own.

5. Is there a specific editorial programme for creating posts?

We have an editorial programme for 2012, which coincides with our monthly Focus on e-mail newsletters. This means we look at a different subject area every month for each of our marketplace blogs, and write or commission posts to suit our marketing schedule. However, we also write and accept blog posts ad hoc, whenever a good idea springs to mind, a specific event is coming up, or some interesting content presents itself in other ways.

6. Have you featured any guest posts from manufacturers on the marketplace blog?

Absolutely: the last two blog posts on Building Design blog came from Kingspan and CA Group respectively, giving some interesting insights into solar energy technologies and projects, and last month we had a brickmaking blog post from Ibstock. These have all been very well received by our readership and in our social networks. We also have posts lined up from other clients over the next few months. This is something I am keen to see more of: after all, building product manufacturers are the true experts in their field. It’s great to help them raise awareness of their recent developments, and provide a venue where they can share their knowledge.

7. How do others get involved in the blog? What are the benefits of submitting a guest post?

It’s really very simple: they can just send me an email at with a broad outline of their idea for a blog post. It can be something new, or an article they have already published on their own website. I will then check how it fits into our editorial programme and advise them on suitable word-count, illustrations etc. Some ESI clients submit a finished blog post, whilst others provide the raw materials for me to edit or rewrite – either way is fine. There are many good reasons for submitting a guest post: aside from the SEO benefits that rich content and reciprocal links bring, there are the advantages of opening their content up to a wider audience, and gaining extra exposure for their brand. Guest bloggers also get a chance to establish themselves as thought-leaders or experts in their niche. We promote our blog content through our opt-in e-newsletter programme as well as through our extensive social media networks, which helps drive traffic to our clients’ content.

 8. What highlights are coming up?

Over the next few months, we are highlighting developments in the areas of doors and hardware, staircases and balustrades, and roof finishes. We will also be taking a closer look at Eurocodes. This suite of structural codes is becoming increasingly used throughout Europe and will be affecting a lot of the people who use, as well as our clients. What with ‘everybody’ being at Ecobuild this week, I will also be doing a post-show report. I would love to hear from clients who have a stand at this year’s show – how did it work for them, which products did they showcase, and what is their method for following up on prospects and contacts after the event? 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

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

Free profiles

October 17, 2011

Are you making the most of free profiles on
by esidigital

Screenshot of product listings on We’ve been doing a lot of “under the hood” work at 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

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 and quote blogpost.

For companies with basic listings on 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, then please get in touch or leave a comment here.

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