Insights: Strategies

An expert’s perspective on industry issues

Connecting with Architects and Designers Means Thinking Beyond Traditional Marketing Tactics

For our clients’ product lines, architects are the key players in the specification process. So reaching architects with messaging that resonates and branding that leaves a lasting impression is crucial to successful building product marketing campaigns. We know architects are well versed in their areas of expertise. Meeting their expectations in a marketing-speak environment that … Continue reading “Connecting with Architects and Designers Means Thinking Beyond Traditional Marketing Tactics”

How to Maximize Your Video Strategy for Social Media

Creating video marketing content doesn’t always have to be a large-scale production. That’s especially true when it comes to your social media strategy. You already know posting video to your social platforms increases the likelihood of your posts being viewed. But how you create your video content for your social presences—and your expectations of its … Continue reading “How to Maximize Your Video Strategy for Social Media”

Want to Better Engage Audiences? Diversify Your Content

We all know content is the linchpin of any successful marketing campaign. That’s why they say content is king. When developed properly, content appeals to and attracts a specific audience, garnering enhanced customer engagement—the kind of engagement that isn’t nurtured by sales collateral and product And to develop it properly, you need to start by … Continue reading “Want to Better Engage Audiences? Diversify Your Content”

Great! Your Brand has Launched a New Website. Now What?

One of the most exciting parts of developing or redesigning your company’s website is that moment when it is released to the world. All the hard work can finally be shown to potential clients, customers and business partners. But with upward of 1.5 billion websites (and counting) in existence, how will the world know when … Continue reading “Great! Your Brand has Launched a New Website. Now What?”

How to Insert Your Brand into Social Media Conversations

As social media evolves and new platforms rise to prominence, the news feed no longer dominates the landscape. Now, depending on the platform, users are encountering content via search in addition to—and sometimes instead of—their news feed. In other words, social users are increasingly using active search within a platform to look for specific content, … Continue reading “How to Insert Your Brand into Social Media Conversations”

Take ’em to School: The Marketing Benefits of Continuing Education Units

For practicing architects, continuing education units (CEUs) are fundamental to staying abreast of the latest developments in the dynamic design industry. But they are not only important to professional development, they are necessary to continue practicing in the majority of US states. Most state licensing bodies have CEU requirements, and so do many professional trade … Continue reading “Take ’em to School: The Marketing Benefits of Continuing Education Units”

Hashtagging vs. Tagging: The Basics for Home and Building Products Marketing  

Even you’re not social media savvy, you probably know what hashtags are, or at least have heard of them. Hashtagging—represented with a number sign (#) that proceeds a word or phrase—allows users to apply dynamic, user-generated tagging, which makes it possible for others to easily find and browse messages with a specific theme or content. … Continue reading “Hashtagging vs. Tagging: The Basics for Home and Building Products Marketing  “

Perfect Pitch: How to Get Published in A&D Industry Media

So, you have a cool story or project and you want to get it published? But how can you get editors to care about your piece in 2019? Editors are bogged down with communication—email fatigue is real! Making your content stand out can seem like an overwhelming task and getting coverage placements can be difficult. … Continue reading “Perfect Pitch: How to Get Published in A&D Industry Media”

3 Social Media Tactics to Meet Consumer Demands for Transparency

It’s the trending buzzword for brands right now: transparency. More than ever before, consumers want to see brands become more transparent with everything from funding to supply chains to operations. Behind-the-scenes business conduct, the speed of response time and how well companies listen and react to customer concerns are all top of mind right now. … Continue reading “3 Social Media Tactics to Meet Consumer Demands for Transparency”