Purplex: Revolutionising the way business is marketed

Andrew Scott, MD and founder of leading full service marketing agency, Purplex Marketing, highlights a modern marketing trend which effectively allows construction businesses to effectively reach new customers…

“A ‘portmanteau word’ is the technical term for describing two words that are blended to make one. We’ve all heard about ‘glamping’, ‘brunch’, ‘Brexit’, and ‘staycation’, for example, and it seems that a new one is invented every week. Including this one – ‘MarTech.

Admittedly, it isn’t the most beautiful, trip-off-the-tongue of terms, but as a shortening of ‘Marketing Technology,’ it’s at least effective. And it’s a word that we’ll be hearing a lot more of in the future, if we’re not hearing it already.

In a nutshell, MarTech is a catch-all expression for the range of software applications, platforms and technologies designed to automate and streamline marketing processes. Effectively, it is a toolbox filled with digital tools to help you reach more customers, understand them better and sell to them more effectively.

As an MD or business owner in the construction industry, you might be thinking, ‘Here we go again – just as we get our marketing sorted, along comes Mr Expert to tell us we’re doing it all wrong.’ Not so. If you’re already invested in a digital aspect of your marketing – and let’s face it, even if you have the most basic website you’re in the club – MarTech tools exist to enhance what you’re already doing.

Below is a basic list of what MarTech can do:

1: Find Customers

You can use online ads, social media, and SEO (search engine optimisation) to reach people interested in your products. 

2: Understand Customers

MarTech can help you figure out what kind of products and services people are looking for, their budget, and where they live.

3: Build Relationships

You can use email marketing to stay connected with potential customers, offering them valuable information or special deals.

4: Measure Success

MarTech tools can track how well your marketing campaigns are performing, helping you see what’s working and what’s not. 

By using MarTech, you are making the connections you need to increase the number of leads, improve customer satisfaction, and ultimately grow your business. As we know in the construction industry, every sale made is an essential one. And that converted sale can easily lead to another one if your MarTech is up to speed. Which is where a marketing agency like Purplex can really help.

Lead Tracker

By way of example, let’s look at a specialist platform we’ve developed for our clients, called Lead Tracker. This is a system that steers leads into what we describe as a ‘sales funnel’ by automating responses to sales enquiries and making sure that these are followed up in double-quick time by a welcome email and a follow-up call. 

Our MarTech tools will trigger a series of automated emails filled with valuable content designed to keep you top-of-mind and increase the likelihood of a future engagement.

Or maybe your company wants to increase product page conversions. By using ‘heatmaps’ which visualise user behaviour when on the website, you discover that the call-to-action button is rarely clicked. Tests can then be carried out with different button colours and placements. Additionally, user testing reveals that product information is difficult to find. Your company then restructures the product page and adds clear navigation.

As we know, customers today don’t hang around: if they don’t find what they’re looking for, or their enquiry isn’t followed up, they simply go elsewhere. Lead Tracker also has a built-in chatbot that has learned how the client’s business works via web content and can answer queries with knowledge and efficiency. At one time, chatbots were an irritating alternative to speaking with a real person. However, with the rapid development of AI this is no longer the case and chatbots are consequently becoming ever more intelligent and focused on what the potential customer actually wants.

Impact of MarTech

The impact of MarTech in the construction industry, cannot be underestimated. By harnessing the power of data and automation, construction companies can improve lead generation, enhance customer satisfaction and optimise their operations. However, it takes time and expertise to implement MarTech – which is where we come in.

Here at Purplex, we understand the complexities of the industry and we’re expert marketeers who keep up with rapidly changing trends. By partnering with Purplex we’ll help you to harness the power of marketing technology for greater lead generation and, ultimately, many more sales conversions.”

For more information about Purplex and what we can do to improve your MarTech, contact Purplex at www.purplexmarketing.com/contact

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