The Heinzeroth Blog

9 Simple Techniques to Sharpen Your Content Marketing

Posted by Chris Kelley on September 14, 2021 at 7:15 AM

Marketing is a competitive field, and as such, it's important that your content stand out from the rest. There’s no doubt that content marketing is an essential aspect of business growth. However, it can be difficult to harness the power of this tool.

In this blog post, we offer some best practices for writing better content marketing that will help your business grow. These simple guidelines will help you create high-quality content that engages your audience, generates leads, and converts prospects into customers.

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Topics: Content Creation, Contractors Marketing


What is a Brand Guide and Why Your Company Needs One

Posted by Chris Kelley on August 24, 2021 at 10:30 AM

In most organizations, there are several people who speak on behalf of the company. The marketing team may oversee your company’s website, sales reps give presentations, and each employee might set up their individual email signature. It’s important that everyone keep your company’s message on-brand. A brand guide provides a framework for your organization's internal and external communications efforts and helps to ensure that all marketing materials, be they print, web, or multimedia, communicate a unified feel.

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Topics: Brand Engagement, Brand Marketing


The QR Code Comeback: How to Use QR Codes in Marketing

Posted by Chris Kelley on July 6, 2021 at 8:30 AM

A few years ago, QR codes were a forgotten relic of marketing technology that never quite took off. Nobody knew what those strange little pixelated thumbprints were, much less how to use them. But now that we’ve all become familiar with this technology and its usefulness in marketing campaigns, businesses are coming up with innovative ways to implement QR codes into their strategies.

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Topics: Mobile


Getting Back to an In-Store Focus: Is Your Merchandising Right For New Homeowners?

Posted by Loren Heinzeroth on April 20, 2021 at 8:45 AM

As consumers return in greater numbers to physical retail shopping, DIY in-store merchandising may be due for a tune-up in many categories. Thinking post-COVID if possible, we should ask ourselves if what worked in previous planograms and point-of-purchase messaging is still effective, particularly with consumers that are new to projects involving our products. Following are 3 thought starters for changes you can make to convert more sales and grow your business with new homeowners, a group that is also leading the way with new expectations about the shopping experience.

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How to Get Started with Inbound Marketing

Posted by Chris Kelley on March 23, 2021 at 8:14 AM

Marketing tactics are constantly evolving with more efficient and effective ways to reach buyers and influence their buying decisions. Today, consumers have virtually unlimited information literally at their fingertips.

Consumers browse the Internet to find technical specifications, product information and compare prices from competing brands right on their smartphones. This product research – as much as 57% of a consumer’s decision-making process – happens before the buyer ever engages with the brand for a purchase, leaving less opportunity for a product distributor or company sales rep to be involved in their buying process.

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Topics: Content Creation, Inbound Marketing


What is inbound lead generation?

Posted by Chris Kelley on January 27, 2021 at 7:45 AM

The lifeblood of any business is its contacts, leads and customers. Keeping the steady flow of people to buy its goods and services requires a non-stop lead generation process sourced from several different lead streams. But not all leads are created equal.

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Topics: Inbound Marketing


Leverage New Touchpoints of the Online Customer Purchase Journey

Posted by Lisa Nielsen on December 16, 2020 at 9:30 AM

Back in the “olden days” the consumer purchase journey was pretty cut and dried. You went to a local brick and mortar store, shopped the brands and their respective assortments on the shelves and made a purchase. If you didn’t see what you were looking for, you drove to or called other stores until you found it. Competitive brands “differentiated” their products through shelf placement, pricing strategies and point of purchase materials. National TV ads, print ads, newspapers and circulars also educated consumers about product choices and available brands. Word of mouth recommendations from family and friends were the key trusted sources of product reviews. Special order catalogs were also in circulation and presented additional options for product purchases.

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Topics: Shopper Marketing, Consumer Research


Successful Content Marketing can start with something very simple… warranty registration data!

Posted by Loren Heinzeroth on November 24, 2020 at 10:33 AM

If your products involve a warranty, kudos to you for adding that special value to your brand. But is the way in which you register customer purchases making it possible for you to capture key insights and also to stay connected with your customers? For any company considering a content marketing program, a good place to apply its automated communication features is with your warranty registration process.

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Topics: Consumer, Shopper Marketing, Inbound Marketing


Content Marketing in 4 Phases

Posted by Chris Kelley on September 30, 2020 at 9:45 AM

I recently painted nearly every room in my house. It was an ambitious and laborious DIY project (respect for all professional painters). Although I couldn’t be more satisfied with the completed product, I underestimated the total effort and time involved in the process, from picking out paint colors and taping off trim, to actually doing the painting, not to mention all the touch-up afterwards (more props to the pro’s).

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Topics: Inbound Marketing


How to Prepare for a Successful Virtual Meeting with Retail Buyers

Posted by Loren Heinzeroth on September 17, 2020 at 1:53 PM

"With online meetings we consistently miss one very important thing" states one of our agency's clients recently. "We totally lose the ability to show our product advantages in person, giving buyers a chance to touch and feel the products."

This particular client was talking about Product Line Review (PLR) meetings with retail buyers at Home Depot, Lowe's, Menards and other major DIY retailers. There's a lot riding on those meetings which in pre-pandemic days were almost always done in person. PLR meetings often make all the difference in determining which brands will be on the retailers' shelves next season.

This absence of an experiential element caused us to think about ways our creative team can help companies come out on top in those meetings, even when the obvious limitation is that all things being discussed are on a computer screen.

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Topics: Line Reviews