Digital Marketing

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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Maximize Conversions at Every Phase of the Commercial Building Cycle

March 5, 2020

You’re a building product manufacturer, and you have a digital presence in the form of your commercial website. Online visits, returns, and page views are trending up. Architects, engineers, and contractors (AECs) are downloading your content and specifying your products. You’ve added the tools that encourage your professional user community to register and share project…

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architect using submittals automation tool

How to Capture Valuable AEC User Data on Your Website

February 10, 2020

Building product manufacturers have an online user challenge. Simply put, you don’t know who’s visiting your website. I mentioned in my last article that we consistently hear from your customers – the architects, specifiers, engineers, contractors and owners that select your products – that they don’t like to register on your website to give contact…

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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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How Manufacturers Can Use Data to Increase Product Selection: Part 2

December 27, 2019

In part one of this blog series, I highlighted how basic behavior data such as visitors, return visitors, and page views can help you, the building product manufacturer, convert digital engagement to product specifications and sales. In this article, I’ll discuss more advanced data points that you should be capturing via your website and how…

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How Manufacturers Can Use Data to Increase Product Selection: Part 1

December 17, 2019

Getting specified—we know that a primary indicator for building product sales is being specified by architects, engineers and contractors (AECs), but there are other early indicators that can positively impact your bottom line if recognized and acted upon properly. In this article, I will offer some suggestions on how building product manufacturers can use their…

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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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Twelve Signs Your BIM Strategy is Failing

January 23, 2019

1. “What in the world is a BIM Strategy?” just came out of your mouth. Don’t fret, you’re not alone. Creating BIM (Building Information Models) used to be a transactional activity – it was a box a manufacturer checked. Market-leading manufacturers today are now using BIM to help position their products and achieve marketing and…

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Sustainability Lessons Learned: Marketing Green Building Products to Architects, Engineers, and Contractors

November 18, 2018

Millions of Marketing dollars poured into the Massachusetts Bay area this past week for Greenbuild 2017 in Boston. Manufacturers present were all charged with the same, singular goal: capture the attention of the AEC Community powering the burgeoning Sustainable Building Product Market. As a Marketer at Concora, I have an interesting challenge to market to…

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