9. Get in front of the camera
Did you know that video content this year is predicted to represent 74% of all internet traffic?
This is not surprising when you consider how much more digestible it is to watch product demonstrations rather than consume the details in text form. As you develop a marketing plan for 2017, be thoughtful regarding which content could be better delivered through video.
Check out Celotex who have implemented impressive product information for their flat roofing campaign on Youtube, as well as their videos explaining technical terms and regulations on the blog.
Glazing Vision also incorporated the use of video to present their new box rooflight range, which includes brilliant product information and installation requirements.
10. Let email marketing reign supreme
Email marketing if implemented correctly can be personalised, targeted, and helps to expand overall reach, making it one of the most effective content distribution channels. Make sure email marketing takes up a significant amount of your content calendar this year in order to stay ahead of the game.
Could you be providing your construction audience with a monthly round-up of your case studies and technically-led blog content? What changes in building regulations are crucial for your audience to be aware of?
Build credibility by reinforcing your business as thought leaders.
However you have one chance to make an impression, and consumers’ eyes are drawn to certain words that indicate spam. For guidance on this, check out this useful list by Econsultancy.
You should also get in the habit of optimizing and retesting your various email campaigns to see what works best: A/B testing campaigns enable you to collate detailed stats in order for you to improve and refine your future campaigns.
Other tips? Where possible and particularly for campaigns, try not to include more than one call to action in an email – people receive hundreds of emails a day so keep them as short and concise as possible.
Check out these predictions from Campaign Monitor on how email marketing will transform in 2017, including the prediction of mobile payments coming to inboxes and new behavioral data that will help marketers dominate their competition.
Emails shouldn’t just stop there either. What about email confirmation when somebody downloads a whitepaper from your site? This is often overlooked and yet is the last impression you leave a prospect.
Honestly, there’s countless options to increase reach and land projects that you feel suit your business. If you would like to learn more about how this could help you, please reach out and ask- Get In Touch