Digital Marketing Challenges in the Built Environment

The UK’s built environment includes a wide range of businesses involved in construction, infrastructure, architecture, and property development. We know that companies in this sector face unique challenges and opportunities.

This blog post addresses these common pain points and demonstrates how targeted digital marketing solutions—such as search engine optimisation (SEO), PPC, paid social, digital PR, content marketing, and web design—can help businesses like yours overcome these challenges.

Having a strong online presence is essential for businesses in this sector. A well-executed digital marketing strategy can help you reach new clients, showcase your expertise, and stay competitive. However, many businesses struggle with digital visibility, tough competition in online advertising, building authority, engaging website visitors, and keeping up with digital trends.

Understanding Marketing in the Built Environment

Marketing in the built environment is complex. The sales cycles are long, often involving multiple decision-makers and extended timelines. Relationship building is crucial; projects can take months or even years to come to fruition, requiring sustained engagement and trust.

Detailed project, service or product showcasing is another key aspect. Prospective clients need to see concrete examples of past work to understand the quality and scope of what you can deliver, full specifications of products or clear explanations of the services provided. This often involves case studies, project portfolios, detailed product specifications and descriptions of processes and outcomes.

Digital marketing plays a vital role in this. It enhances visibility by ensuring your business appears in relevant online searches and industry discussions. It also boosts credibility through consistent, professional content that showcases expertise and successful projects.

Common Marketing Pain Points

As part of my research for this blog, I spoke with marketing contacts within the built environment and gathered feedback on the common issues and pain points they face. The feedback was interesting but not entirely surprising, with many similarities among the marketers. Having grouped the common themes, here are the most frequently cited issues and some thoughts on how to address these.

Demonstrating Marketing Value and ROI

The first common pain point highlighted to me by marketers in the built environment was the challenge of demonstrating the value and return on investment (ROI) of marketing efforts. It seems marketers can find it difficult to quantify the impact of marketing activities, especially when they don’t directly lead to immediate sales.

When it comes to this, if you’re struggling to demonstrate the value and ROI of your marketing efforts, there are several steps you can take to address this challenge.

Use digital marketing channels such as SEO and PPC campaigns to generate measurable results that contribute to business objectives. By setting clear goals and KPIs for each campaign, you can more effectively demonstrate the tangible outcomes of your marketing efforts to the wider business.

Firstly, if you can, invest in comprehensive analytics tools that allow you to track and measure the performance of your marketing campaigns across various channels. As well as Google Analytics [GA4], performance marketing tools like HubSpot and Ruler can also be used.

Secondly, focus on tracking both quantitative and qualitative metrics to provide a holistic view of your marketing impact. While metrics like website visits and social media engagement are important, also consider tracking indicators of brand perception and customer sentiment.

Finally, create detailed reports and presentations that showcase the results of your marketing activities in a clear and compelling manner. For example, consider creating case studies, ensure your GA4 is set up correctly and use a tool like Looker Studio that uses visual aids such as charts, and graphs to illustrate the ROI of your campaigns and help communicate their impact to key stakeholders within the business.

Bonus tip: stakeholders are often pressed for time. If they see a report that’s 20/30 pages long they will just skim read and miss the important bit that shows how valuable marketing is. Put the BIG WIN NUMBER front and centre. Lead with that. And ensure it’s linked to the overall business objectives. If they want more detail, they will read the next page or so to understand how you got to that figure.

By implementing these strategies, you’ll overcome the challenge of demonstrating marketing value and ROI, and gain recognition for the important role that marketing plays in driving your business’s success.

Data Collection and Analysis

Leading on from the above, another major challenge I found in the feedback was around the gathering and analysing of data. In that, having incomplete or poorly formatted data is hindering decision-making, making it difficult for the marketers to develop effective marketing strategies.

To address this, consider investing in data management tools that consolidate all marketing data into a single platform. Examples of tools to look at include:

• Google Analytics: Tracks website traffic, user behaviour, and conversion data, offering insights that can be integrated with other marketing tools.
• HubSpot: Integrates various marketing activities, such as email marketing, social media, and lead management, into one platform. It provides comprehensive analytics and reporting features.
• Salesforce: A CRM platform that can be customised to gather and analyse marketing data from different sources, providing a unified view of customer interactions.

These tools help ensure data is accurate and accessible.

You can also use content marketing activity to generate and capture relevant first party data from your audience, such as engagement metrics and feedback. For example, use blog posts, whitepapers, and case studies to attract visitors and capture their information through forms and surveys. You can then analyse which blogs were most engaging, the case studies that led to an enquiry form fill etc. This will help you decide on what to focus on, double-down with, or move away from.

It’s important, in addition to using these tools yourself, that you provide training on data analysis tools and techniques for your team. To ensure they can also interpret and use the data fully. You could conduct workshops or online courses focusing on key aspects of data analysis, such as understanding metrics, creating reports, and making data-driven decisions. This will all help in making informed decisions and optimising marketing efforts across the department and the wider business.

Lack of Understanding and Gaining Internal Buy-in

The final common issue raised was a lack of understanding from the wider business about what marketing entails and the amount of background work involved. It seems this lack of understanding is leading to marketing efforts being undervalued and underappreciated. Alongside this, gaining internal buy-in for marketing initiatives can also be challenging. Without internal support, marketing initiatives may lack the resources and cooperation to succeed. Then it becomes a vicious circle.

Internal buy-in significantly impacts marketing effectiveness and overall business growth. When internal teams understand and value marketing, they are more likely to collaborate, provide necessary information, and support marketing campaigns. This collaboration leads to more cohesive and effective marketing strategies, ultimately driving better results for the business overall.

There’s a few strategies that you can try:

Use Digital PR to Highlight Marketing Successes:

• Share success stories internally to demonstrate the value of marketing efforts. Use digital PR techniques to publicise and celebrate achievements such as successful campaigns, positive media coverage, and client testimonials.
• Create case studies and internal blog posts that showcase how marketing efforts have directly contributed to business objectives.

Create Internal Newsletters or Presentations:

• Regularly update internal teams on marketing achievements and their impact through newsletters or presentations. Include data and tangible results to illustrate the effectiveness of the marketing activities and how they help the business.
• Highlight specific examples where marketing efforts have led to increased leads, sales, improved brand awareness, or other measurable outcomes.

Educate and Involve Internal Teams:

• Organise workshops or lunch-and-learn sessions to educate internal teams about marketing processes and the importance of their support.
• Involve team members from different departments in marketing planning sessions to help create a sense of ownership and collaboration.

Showcase Marketing’s Role in Business Growth:

• Use data and analytics to draw a clear connection between marketing activities and business growth. Present this data in a way that is easy to understand and relevant to different departments.
• Highlight how marketing supports the various business functions, such as sales, customer retention, and brand positioning.

By actively promoting the importance of marketing within your business and communicating its value, you can create a culture that appreciates and supports your marketing efforts. Implementing these solutions won’t always be easy but if you can do any of these it will help internal teams understand and appreciate the value of marketing, leading to better cooperation and support for your initiatives. Enhance the effectiveness of your marketing efforts and contribute to the overall growth and success of the business. Which is what everyone wants, right?

Tailored Digital Marketing Solutions

It is no surprise to anyone, I’m sure, that I’m going to say that digital marketing strategies are essential for businesses to stand out, attract the right audience, and drive growth. However, you can’t get away from the fact that it’s true.

Bespoke digital marketing solutions play a key role in reaching potential clients, demonstrating value, and establishing credibility within the industry. In this section I’ve looked at the key areas, including search engine optimisation (SEO), content marketing, digital PR, PPC and Web Design and Development, and how each can be used to meet the unique needs of businesses operating in your sector.

SEO and Content Marketing

Search Engine Optimisation (SEO) is the basis of any successful digital marketing strategy. Optimising your website for search engines and producing helpful content for your visitors are key components of an effective digital marketing strategy, improving your visibility and attracting qualified traffic from potential clients.

Optimising for Search Engines (SEO):

SEO involves optimising your website to rank higher in search engine results pages (SERPs) for relevant keywords.

By implementing SEO best practices, such as keyword research, on-page optimisation, and link building, you can improve your website’s visibility and attract organic traffic.

When it comes to the built environment, potential clients often turn to search engines to find service providers. A strong SEO strategy ensures that your business appears prominently when they search for relevant keywords, increasing your chances of being discovered by qualified leads.

Producing Valuable Content:

Content marketing involves creating and distributing valuable, relevant content to attract and engage your target audience. Trust and expertise are paramount in this sector, so producing high-quality content can position your business as a thought leader and industry expert.

By sharing informative blog posts, case studies, whitepapers, and other types of content, you can demonstrate your expertise, address common pain points, and provide solutions to your audience’s challenges. Valuable content not only attracts potential clients but also showcases the value of your marketing efforts by providing evidence of your expertise and industry knowledge.

PPC and Paid Social

Targeted advertising through pay-per-click (PPC) and paid social campaigns can be used as  a way to reach decision-makers in this sector. Understanding the differences between these two strategies and how they can be used is key for marketing success.

PPC (Pay-Per-Click) Advertising:

PPC advertising involves placing ads on search engines like Google or Bing, and paying a fee each time a user clicks on your ad. These ads typically appear at the top of search engine results pages (SERPs), above organic search results. The advantage of PPC advertising lies in its immediacy and precision targeting capabilities. You can see below a few ways it can be used:

• Targeting Specific Keywords: In the built environment, where potential clients are actively searching for services and solutions, targeting specific keywords related to your offering ensures your ads are displayed to users who are actively seeking what you provide at that point in time.
• Geotargeting: With geotargeting options, you can focus your PPC campaigns on specific geographic locations where your target audience is concentrated, such as particular cities or regions.
• Ad Extensions: Use ad extensions to provide additional information in your ads, such as location information or call extensions, making it easier for potential clients to contact you directly.

Paid Social Advertising:

Paid social advertising involves promoting your content or ads on social media platforms like LinkedIn, Facebook, or Instagram, and paying a fee based on impressions, clicks, or other engagement metrics. These ads can appear in users’ news feeds, sidebar, or other designated ad spaces within the platform. There’s a number of ways paid social can be used in the built environment, a few are outlined below:

• Targeting by Job Title and Industry: Social media platforms offer advanced targeting options that allow you to reach decision-makers in the sector based on criteria such as job title, industry, company size, and more.
• Engagement and Brand Awareness: Paid social campaigns can be effective for building brand awareness, engaging with your target audience, and promoting thought leadership content, such as blog posts, case studies, or industry reports.
• Retargeting: Take advantage of retargeting options to reach users who have previously visited your website but did not convert. Retargeting ads can help reinforce your brand message and encourage users to take action.

Both PPC and paid social campaigns are valuable tools for reaching decision-makers. PPC advertising excels in targeting users actively searching for specific products or services, while paid social media advertising gives advanced targeting options and opportunities for engagement and brand building. By understanding the differences between these strategies and using them effectively, businesses like yours can reach their target audience with precision and achieve your marketing objectives.

Digital PR

Digital PR is often misunderstood, but at its core it is a strategic approach to public relations that focuses on using digital channels and online platforms to enhance brand visibility and reputation. Unlike traditional PR, which primarily targets media outlets, digital PR encompasses a broader range of tactics, including online publications, social media, influencer partnerships, and content marketing.

It broadly falls into two camps, internal and external visibility.

The sorts of opportunities you can explore when looking for external visibility include things like:

• Online Publications: Digital PR involves securing coverage and mentions on relevant online publications, industry blogs, and news websites. By getting your brand featured in reputable online outlets, you can increase visibility among your target audience and establish credibility within the industry. Natural links to your website from these online publications also have the bonus of supporting your SEO efforts.
• Social Media: Social media platforms offer opportunities to amplify your PR efforts and engage with your audience directly. Sharing press coverage, industry insights, and thought leadership content on social media channels helps broaden your reach and foster meaningful connections with your audience.
• Influencer Partnerships: Collaborating with influencers and industry experts can extend your brand’s reach and credibility. Partnering with influencers who have a strong presence in the built environment sector allows you to tap into their audience and leverage their authority to enhance your brand’s reputation.

When it comes to enhancing your brand internally these are some tactics to explore:

• Employee Advocacy: Digital PR efforts can contribute to internal recognition and morale. By showcasing press mentions, industry awards, and other achievements internally, you can boost employee morale and reinforce their sense of pride in the organisation or department.
• Internal Communications: Effective internal communication strategies ensure that employees are informed and engaged with the company’s PR efforts. Regular updates, newsletters, and internal events help employees understand the company’s positioning, key messages, and successes.

Digital PR can play a crucial role in improving both external visibility and internal recognition for businesses in the sector. By using online channels, securing media coverage, and engaging with influencers, you can enhance your brand’s reputation, reach a broader audience, and create a positive internal culture.

Web Design and Development

A well-designed, user-friendly website is crucial for establishing credibility and driving conversions. Your website serves as the first impression for potential clients and needs to reflect the professionalism and expertise of your business. Here’s why web design and development are crucial for businesses in this sector:

Establishing Credibility:

A professionally designed website instils trust and confidence in your brand. In the built environment, where projects often involve significant investments and long-term commitments, a polished and professional online presence is essential for reassuring potential clients of your expertise and reliability. Your website is a reflection of your brand’s values, professionalism, and attention to detail. A well-designed website communicates to visitors that you prioritise quality and excellence in every aspect of your business.

Attracting Potential Clients:

Your website also serves as a powerful marketing tool for attracting potential clients. Through strategic design and content, you can showcase your portfolio of projects, highlight your unique value proposition, and demonstrate your expertise.

By optimising your website for search engines (SEO), you can increase visibility and attract organic traffic from users searching for services related to your sector. A search engine-friendly website ensures that your business is discoverable by potential clients at the moment they are actively seeking solutions.

Driving Conversions:

A user-friendly website layout and intuitive navigation make it easier for visitors to find the information they need and take action. Whether it’s submitting a contact form, requesting a quote, or downloading a brochure, a well-designed website guides visitors through the conversion process seamlessly.

Clear calls-to-action (CTAs), persuasive messaging, and compelling visuals encourage visitors to engage with your business and ultimately convert into leads or customers. By optimising your website for conversions, you maximise the return on investment (ROI) of your digital marketing efforts and generate tangible results for your business.

Web design and development are essential components of a successful digital marketing strategy. A professionally designed website not only establishes credibility and attracts potential clients but also drives conversions and contributes to the overall growth and success of your business. Investing in a user-friendly and search engine-friendly website is a strategic decision that will give long-term benefits for your brand and the bottom line.

Real-world Examples and Testimonials

I don’t know about you but I find that drawing from real-world experiences and success stories helps provide insights into the effectiveness of digital marketing strategies and sparks ideas. Here are some case studies from clients in the built environment who have overcome similar challenges with our agency’s help:

Migrating to a Better Website Experience with Technical SEO – PENSON:

PENSON, a specialist interior design and architecture firm, approached Koozai for support with their website migration. Through a successful partnership, we managed the migration and optimised the website for improved organic visibility. Despite challenges in retaining ranking visibility and traffic, our comprehensive approach led to significant growth in organic sessions, new users, and session duration on-site. PENSON’s success is a testament to our expertise in managing website migrations and driving results.

Growing Leads with PPC for a Leading Artificial Grass Brand – Trulawn:

Trulawn, an often-specified leading artificial grass company, sought our expertise in improving their PPC and paid search strategy. By implementing targeted PPC campaigns and optimising ad performance, we achieved remarkable results, including a 54% increase in leads quarter-on-quarter and a 15% decrease in cost per acquisition. Trulawn’s success underscores the effectiveness of our tailored PPC strategies in driving relevant traffic and maximising ROI for our clients.

Nailing SEO & PPC for the Leader in Hardwood Flooring Accessories – Havwoods Accessories:

Havwoods Accessories, a premier supplier of flooring accessories, partnered with us following a poor migration, to restore their website’s health and grow relevant traffic through SEO and PPC. Despite challenges in crawling issues and outdated content, our approach resulted in a 399% increase in revenue from organic search and a 55% increase in conversions from paid search. Havwoods Accessories’ success reflects our ability to deliver impactful results across both organic and paid search channels.

Trebling Conversions with PPC for the Leader in Passenger Lifts – Stannah Lifts:

Stannah Lifts, an English heritage company specialising in passenger lifts, entrusted us with driving leads and enquiries through PPC advertising. Our strategic approach and expertise led to impressive results, including a 333% increase in conversions year-on-year and significant improvements in clicks and impressions. Stannah Lifts’ satisfaction with our clear communication, insightful strategy, and results-driven approach highlights our commitment to delivering exceptional outcomes for our clients.

These case studies demonstrate the effectiveness of quality digital marketing strategies in overcoming some of the challenges experienced by businesses in the sector. From website migrations and technical SEO to PPC and paid search, our agency has a proven track record of delivering solutions for our clients that drive growth and success. By understanding and addressing the unique challenges faced by our clients, we help them achieve their marketing objectives.

If you’re looking for help to overcome your marketing challenges and want tangible results for your business contact us today for a consultation to explore how our agency can help you succeed.

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