Public Relations is a critical element of any strategic communications plan — and an essential part of a brand’s larger marketing approach. The term gets used a lot. But what is PR, really? For starters… it’s much more than press releases. Or...
Now, more than ever, simply having a web presence isn’t enough. When customers and prospects want to learn more about a building product or solution — to check on available options or to answer a question — audiences expect to be able to find the...
Social proof is a term coined in 1984 by author Robert Cialdini in his book Influence: The Psychology of Persuasion. It’s a phrase that describes the power of social influence. In Cialdini’s words, “The greater the number of people who find an...
Inbound Marketing is a term that gets discussed a great deal in the business media, but what is it exactly? It’s important to understand how Inbound Marketing can help building product brands generate brand awareness and affinity throughout the sales...
When one conducts a “random” search for a product or service on the Internet, the results are anything but random. Rather, search engines like Google organize and display pages (lots of pages) of results… in what appears to be a well-choreographed...
The value of influencer marketing in today’s media landscape can’t be overstated. Influencers enable building product brands to reach a wide range of audiences… with a message that is perceived as an authentic endorsement — in...
