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Most companies in the construction and building materials industry are not yet taking full advantage of the Internet. But neglecting your Web presence stifles growth opportunities, creates problems for a company’s brand and makes acquiring new business more expensive than it needs to be. Conversely, a company that executes a well-planned Web strategy gains some key competitive advantages: cost-effective marketing and prospecting, better customer service and a stronger brand, among many others.
Baublitz Advertising has developed a suite of interactive services designed to enable companies in the building industry to more fully leverage the opportunities that the Internet offers – opportunities that can lead to greater profitability.
Effective site deployment must go well beyond design. The best sites begin with critical strategic questions: What do we want visitors to our site to do? What are the steps prospects make during the buying process, and how can our site aid them? How can the site influence their attitudes – and their behavior?
Baublitz works with clients to answer these questions, crafting a strategic framework that guides development of a site’s structure, copy and design. When creating content, the goal isn’t to “fill up” the site. Rather, every word, image, and feature should contribute to the achievement of your overarching goals.
In addition, Baublitz focuses on other critical aspects of site development: how a Web presence enhances a company’s brand; whether it can improve customer service or operations; how functionality and navigation drive desired behavior.
The world’s best website won’t help a company achieve results unless prospects can easily find it online. The best place to start: a properly executed search engine optimization (SEO) program that results in higher rankings in search results on Google, Yahoo, MSN and other search engines.
These search engines use web crawlers that rank results according to relevance by keyword, links, freshness of content, and other variables. Baublitz develops an SEO plan that maximizes these and other elements that boost the ranking of a site in results from natural (or “organic”) search.
For some companies, paid links (such as Google Adwords) may be a valuable tool to supplement an SEO program. These paid results are listings that require a fee for the search engine to list their link for specific search terms. The price rises with the popularity of a particular keyword – for example, “kitchens” is more expensive than “structural precast concrete panels.”
Baublitz creates effective search engine marketing program by selecting proper keywords and phrases, allocating budgets to various search engines and monitoring activity and costs. Just as important, our Web team provides guidance on what not to do – approaches and tools that simply don’t make financial sense.
For some building-industry clients, specific pay-per-click banner ads make sense. Baublitz Advertising’s familiarity with industry sites and directories enables us to provide sound recommendations for an online advertising program. In addition, our expertise with traditional space advertising enables us to negotiate pay-per-click ads on the website of publications where a company may run ads.
An e-newsletter program can be a very cost-effective way for a company to control message content and delivery. But creating a successful program requires coordination of several key elements: design, content, timing, database management, message management and more.
Baublitz Advertising develops email marketing programs focus on integration with a company’s website and offline marketing efforts, and includes management of email lists – including opt-outs – appropriate scheduling, and more.
One of the major marketing benefits of the Web: measurability. We can determine the number of distinct visitors, the average length of a site visit, the most frequently viewed pages, the number of “visitors” who became “leads” and, sometimes, the number of “leads” who turn into sales.
The problem? Without focused front-end planning and guidance, it can be difficult for a company to capture – and use – the robust data the Web can provide. Baublitz can craft a well-designed program that focuses on measuring results, as well as continuous site improvement.
The Web works incredibly well with more traditional marketing efforts like advertising, direct mail, collateral materials, and public relations. However, success requires an integrated approach to planning. Baublitz, through our proprietary MAP™ process, helps a company ensure that its Web presence enhances the other elements of its marketing effort, and vice versa. The result: a marketing program that’s both cost-effective and successful.