Break Up Dense Text

Simplicity Sells – Why Ease of Use is Critical to Digital Marketing of Building Products

August 17, 2020

In our last building product marketing blog, we explained how granular search makes it easy for architects, engineers, and contractors to find the specific materials they need for their commercial building projects. While search capabilities are important, there are other elements of the user experience that digital marketers need to consider. Responsive Design If your…

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Technical and Marketing Content for Architects, Engineers, and Contractors

August 6, 2020

Anyone who has dabbled in marketing has probably heard about the concept of “content marketing”. It’s the notion that by developing content that is useful, actionable, and relevant to your target market, they will beat a path to your website to read it. Done well, it absolutely works. You write some great content, you post…

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Marketing Plan for Building Product Manufacturers

The Key Components of a Marketing Plan for Building Product Manufacturers

July 15, 2020

If you work as a marketer for a building product manufacturer, you likely know it’s crucial to have a solid marketing plan for your products. Even if you have a decent plan, are you just repeating the same things you’ve done before? Sure, keep what’s working, but be willing to adjust what you’re doing with…

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Optimize for search

Refine Your Website’s Backend to Rank Higher on Google and Bing

June 8, 2020

In the first part of this series on how to Optimize Your Website for Google Search, I focused on the on-page items which Google factors into your ranking well on the SERP (Search Engine Results Page). This part is all about the stuff you need to do on the backend to help with your rankings. …

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Structure of an SEO optimized page

Enhance Your Digital Marketing for Building Materials with Best Practices for SEO

June 2, 2020

Can we talk about Search Engine Optimization? Marketers know that the web is a critical channel for B2B, be it selling more commercial building products and materials, but it’s not enough to just create and post content. You have to think about how the search engines are viewing your content, and how to best present…

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Interview with Paul Hagar, Former Marketing Director at Hunter Douglas

March 12, 2020

Paul Hagar is a marketing and communications professional with over 15 years’ experience in the building and architectural products industry. As former Director of Marketing at Hunter Douglas, Paul led a team that successfully launched the brand’s architectural product line. I sat down with him to ask about the lessons he learned throughout his career,…

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Why Experience Should Spearhead Your Digital Strategy in 2020

January 31, 2020

When an architect, engineer, or contractor (AEC) is visiting your company’s website, they need to be able to find exactly what they’re looking for in a few easy steps. AECs shouldn’t have to spend a lot of time searching for what they need and maybe never finding it at all. If they haven’t already left…

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Know Your Audience: How to Sell Products Through Architects

December 6, 2019

At the risk of sounding reductive, every marketing and sales professional on the planet has the same job: to influence decision making in the direction of their product or service. Most of those brilliant marketing and sales minds would agree that, no matter the industry, understanding the target customer and the circumstances surrounding their decision-making…

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Why Your BIMObject Downloads Are Falling

October 27, 2019

We’ve been speaking to many of our customers and prospects over the past several months and one of the questions that is repeatedly brought up is if we have any idea why their BIMObject downloads are going down. Here’s what we know, which may help explain some of the downturn. 1. There has Been a…

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jerry seinfeld

The #1 Way to Differentiate Products in the Digital Age: A Rebranding Story

September 25, 2019

I read a story in Lifehacker about a conversation between Jerry Seinfeld and a young comedian, Brad Isaac. Isaac asked Seinfeld backstage if he had any tips for a young comic. Seinfeld told him that the way to be a better comic was to create better jokes. In other words, just work on your act.…

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