Insights: Uncategorized

An expert’s perspective on industry issues

How to Write Copy for B2B Marketing

The number one complaint about B2B copy? The content is too wordy. In boils down to one simple fact: The more difficult the copy is to digest, the less value it has to its audience. When developing content for a B2B audience, whether it’s for sales collateral or content marketing, it is crucial to keep … Continue reading “How to Write Copy for B2B Marketing”

Virtual Architecture & Design Events Recap and Roundup

As many individuals are working from home and following CDC social distancing guidelines, the stresses of isolation during COVID-19 can take a toll on mental health. A survey conducted by US health services firm OptumHealth showed that 51 percent of workers said their mental health has suffered during the Coronavirus outbreak. A slightly higher percentage … Continue reading “Virtual Architecture & Design Events Recap and Roundup”

How to Use Instagram’s Algorithm to Your Advantage

Harnessing the power of predictive software can help you better reach your target audience If you pay close attention to your Instagram feed, you may have noticed that you usually only see half of your follower’s posts. Instagram runs on an algorithm to power its feed and predict what it thinks you want to see. … Continue reading “How to Use Instagram’s Algorithm to Your Advantage”

Why you should add Influencer marketing to your marketing strategy

Everyone knows content is king. And, as building products marketers, we could fill our social media channels, websites, blogs and other owned media channels with endless amounts of content. But what if you’re experiencing a hole in your content and it’s too dry on its own? Or even more—you don’t have the bandwidth to produce … Continue reading “Why you should add Influencer marketing to your marketing strategy”

4 Tips for (Not) Using Social Media as a Sales Tool

Full immersion in social media is now simply a part of daily life. But what does this mean for the home and building product manufacturers? On one hand, it’s easy to look at the social landscape and think you have specifiers, designers, contractors and developers at your fingertips to sell to. But only relying on … Continue reading “4 Tips for (Not) Using Social Media as a Sales Tool”

Sales Collateral vs. Strategic Content: The Difference and When to Use Each

When it comes to marketing and advertising home and building products, your ultimate goal is to get your target audience to buy into your products. So the default approach to raising awareness for and selling those products goes something along the lines of: “Look at this! This is our brand-new product. Here’s what it is … Continue reading “Sales Collateral vs. Strategic Content: The Difference and When to Use Each”

5 Booths that Made the Biggest Impact at A19CON

For a building product manufacturer, the AIA Conference on Architecture represents unparalleled opportunity. Exhibiting at this industry-leading trade show can lead to press coverage, valuable connections with specifiers and – perhaps most importantly – increased buzz around your company that establishes your brand as a must-have product for architects and designers. Exhibiting at a show … Continue reading “5 Booths that Made the Biggest Impact at A19CON”

3 Architecture and Design Trends to Watch at AIA 2019

Every year, AIA presents revolutionary products and ideas that offer a whole new palette of design possibility. And this year we couldn’t be more excited to see how architects and designers take these new products and ideas, push the boundaries of the built environment and transform the spaces in which we live, work, and play … Continue reading “3 Architecture and Design Trends to Watch at AIA 2019”