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How to communicate with architects and specifiers on-line
construction marketing awards - agency of the year 2008
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The changing face of specification 95% of specifiers now use the internet to find new products
The move to on-line specification At SLG we understand how architects and specifiers work and how their specification habits are undergoing some subtle yet important changes. We know that they’re embracing the speed and versatility of the internet to source products and moving away from traditional, paper-based technical literature. Although this has been on the horizon for some time, most specifiers now expect to be able to source detailed and up-to-date product information from your website. A recent survey showed that whilst 70% of respondents said they would use technical literature to source new product information, 95% said the web would be their first port of call.
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The keys to online specification success Design and Usability If your site looks the part your visitors will be keen to delve further. Intuitive navigation will lead them naturally to the information they want.
Content Content is the key to a successful specification website. Understanding why your visitors need particular information and providing it in the correct form is essential.
To create a website that will help architects and specifiers select your products you need to understand what information they require and the most appropriate way to deliver it to them. We understand this specialist market and are able to combine our insight with the technical skills required to develop your website and integrate it fully with every other aspect of your marketing communications programme.
Functionality Including the most appropriate specification tools and downloads within your site will enable your visitors to make informed specification decisions quickly and efficiently.
www.slgmarketing.com Analysis Your visitors are important. Knowing who they are, how they’re finding your site and how they are using it will enable you to develop a website that evolves as their requirements change.
Customer Relationship Management An effective website will persuade visitors to register their details, which you can then use to develop a relationship with them on a one-to-one basis.
Attracting visitors Your site needs to be continuously optimised in order to achieve the highest possible rankings on the search engines. Implement an effective and ongoing optimisation programme and your visitor numbers will grow.
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Content requires substance
Product Description Explain the key features and benefits of the product. Say how it works and why the specifiers should choose it over a competitor.
Advertising Banner advertising can promote new products or highlight new areas of the website. This keeps the site fresh and helps drive visitors to all areas of the site.
Feature Area This type of feature area displays information relevant to the visitor - anything from important legislation changes to the announcement of a new brochure.
Content - the crucial factor The content of any website is crucial to its success. Specifiers now expect to be able to view your products clearly and read brief descriptions. They also want to be able to download associated NBS specifications, COSHH details, BBA certificates and CAD details and simply drop them into their own project files.
Positioning Statement Positioning the company and its products in the market helps familiarise new visitors with the business. Optimising this copy for relevant keywords will improve Search Engine Optimisation results.
Product Image Show visual reference for all products
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Data sheets Provide detailed product information. CAD Drawings Provide CAD drawings in the DWG format which visitors can import straight into their own CAD package and add to their library of drawings. Assessment Forms These allow the specifier to assess whether a product is suitable for their project.
Related case studies On the product pages, provide case studies which show where those products have been used successfully.
Technical Summary Provide full technical information about the product.
Product Literature Offer downloadable versions of literature online plus the option to request a printed version if required.
Key benefits A succinct summary of the main benefits the product has over the competitors. Case Studies Case studies showing where the products have been successfully specified are particularly useful for first time visitors or those unfamiliar with the products.
Applications Illustrate how the products can be used on different types of project and various applications - an essential aid for anyone unfamiliar with the products.
Technical Support Visitors need technical support in case they have a specific query and would prefer to speak to a technical adviser.
BBA Certificates Provide BBA certificates that specifiers can include in their project file, to show that your products have been tested and accredited.
The specialist Integrated marcomms company Product Photography Use of large, clear product images where possible.
Design and usability looking good and easy to use
Clear Navigation Site navigation must be simple, logical and easy to understand. Have the information the user wants no more than two clicks away from the home page. Brand Integrity It is vital that clear branding is maintained throughout the site, with careful consideration being given to both colour climate and page layout, presenting information in a clear and approachable way.
Message Hierarchy Consideration must be given to the hierarchy and tone of voice for all text.
Product Links Featuring the product range on the home page allows anyone familiar with it to find the information they need with just one click.
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Site Search A global site search, allows visitors to find the information they require. quickly and easily.
Relevant Links Links from product pages to appropriate documentation and downloads allow users to retain the information they require for their project packs.
Latest News Allows the look of the home page to change and remain fresh.
Contact Information Display contact information prominently throughout the site so that the visitor can make contact easily.
Technical Details A website should provide visitors with more detailed technical information if they require it.
The easier way to specify Displaying information, clearly, attractively and in a way that’s easy to find will increase the likelihood of website visitors specifying your products. Navigation should be intuitive with the information most regularly sought available in the places people look most often. Eye-tracking studies have shown how people scan websites, what they pay attention to and what they ignore. Understanding this behavior leads to intuitive page design and an enjoyable user experience.
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Functionality Help the specifier specify
Specification Area A dedicated online storage area will encourage visitors to return. Here they can store any download or other information which can be accessed from any web browser.
Quicklinks Quicklinks on every page give return visitors direct access to the most popular areas of the website. Calculation Tools Offer simple calculation tools which make life easier for the specifier.
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Specification Builder Allow specifiers with very specific requirements to create their own data pack which can be saved or emailed as a pdf.
Product Interaction Show how a product or system works and how it suits different applications.
The specifiers toolkit Providing simple, practical and effective online specification tools makes a site easier to use. It shows specifiers that you understand their needs, simplifies the specification process encourages them to return to the site. SLG has developed a range of tools which deliver the type of functionality that specifiers appreciate. These include online calculators, an NBS specification generator and a dynamic brochure builder which can all be accessed from an online specification zone.
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Attracting visitors An ongoing management process Pay Per Click A well-managed Pay Per Click campaign can create an immediate presence on search engines in a flexible manner that provides complete control over costs.
Organic search results Ranking highly in the first few links of a search engine results page for your chosen keywords is the most effective way of attracting visitors to your website.
Attracting Visitors There are many measures you can take to ensure the success of a specification website and these don’t end once the site has been designed and launched. The key to attracting visitors to the site is understanding how and where they look for information and how to catch their attention.
www.slgmarketing.com Online Directories Products should also be listed on certain industry-specific online directories which architects and specifiers use alongside search engines for research purposes. Email Campaigns A targeted email campaign can publicise new products or new features added to your site. Analysing click-through rates and other statistics will help quantify the return on investment of the campaign.
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Spend your budget intelligently Analyse and develop
What are visitors looking at? The most popular areas of the site should be analysed and developed to keep visitors coming back. Areas that are underperforming should be anlysed and changed.
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How many visitors are you getting? Tracking the volume of traffic to your site allows the return on investment to be monitored and online marketing activity to be managed more effectively.
Performance analysis
Where do visitors come from? It’s essential to understand whether they come directly from search engines or from other websites, so that additional traffic can be generated.
A major advantage of the internet is its ability to analyse performance. It tells you how people arrive at your site and what they look for when they arrive. This information helps reveal how effectively your website and online marketing activities are working. Budgets can then be focussed on the areas of the site that are performing well while other sections are developed and improved.
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Customer Relationship Management A continuous process that drives sales
Web
Capturing Data
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e-mails
Direct Mail
Invitations
Communication
Sales
CRM The information gained from your website is a powerful marketing tool. You’ll know who is visiting your site and what they are interested in. You can then use those details to engage your customers on a one-to-one basis and tailor your communications to suit their individual requirements. In short, your site represents the first step in developing the type of long-term relationships with your customers that will increase your sales.
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A conversation with the right company can be very constructive
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SLG have done a great job in delivering the brief we set out for the new website. It was vital that the site was redeveloped in-line with the findings of our customer research and we’re delighted with the results. The functionality, navigation and structure of the site have all improved dramatically and the statistics for the first quarter performance have been very encouraging. We’re already working with SLG on search engine optimisation and are looking forward to further developments which will improve the usability of the site for all visitors. Rachel Smith Marketing Manager at Polypipe Civils
We hope that you’ve found the information in this booklet useful. We try to keep our approach to online marketing simple, focusing on doing the most effective things very well - in fact better than anyone else in our sector. If you’d like an informal chat to get a better understanding of what we can offer you, please call me on 0161 832 5574 or drop me an email. Steve Hart Head of New Media Steve.har t @ slgmarketing.com
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Technical and 3D Animation
Construction Marketing Awards
Winner Agency of the Year High Commendation Best Use of Advertising Finalist Best Product Launch Best Use of Direct Marketing
The SWOT Marketing Awards
Winner Best Direct and Promotional Strategy
B2B Marketing Awards
Highly Commended Best Use of Creative Best Lead Generation Campaign Best Limited Budget Campaign Finalist Best Product Launch Campaign
SLG Marketing Limited John Swift Building 19 Mason Street Manchester M4 5FT Tel: 0161 832 5574 www.slgmarketing.com
the specialist integrated marcomms company