Understanding and Adjusting to Email Habits

By Rachel Kerstetter, PR Architect, Sonnhalter How many email accounts do you have? I have three. I’m not unlike others in my generation (the Millennial Generation) who maintain multiple email accounts. Each email address has a specific purpose and is used strategically. Work. My work email address is just that, work. It’s the @sonnhalter.com email that colleagues, clients, media and partners reach me on. I check this email religiously on my phone and have it open during the work day on my computer. I only give this email address out for professional purposes. Personal. This email address is the one I give to friends, family and anyone I do personal business with. I protect this email and am careful to whom I give the address. I check it most often on my phone and occasionally log into it from my personal laptop. Other. This “other” email address is the one that we’ll dig into today. Most millennials have one of these and many in other generations have also adopted an “Other” email policy. Sometimes we call it our “junk email” or “promotions.” I give this email address out like candy on Halloween. If you ask me for an email address, this is the one I give you. This is the inbox that I check, but don’t regularly search. I almost never send emails from this address and only check it from my phone. This is the inbox where I subscribe to e-newsletters and promotional offers. I was reading an article from Media Post titled “Millennials Love Email, But on Their Dual Inbox Terms,”  12635read more >

The Skills Gap and the Future of Manufacturing

Join Matt Sonnhalter for a Marketing Minute and learn about how the current skills gap affects the future of manufacturing and how Sonnhalter and other organizations are getting involved to help. To view other videos from Sonnhalter, visit our YouTube channel here and let us know if there's a B2T marketing topic you'd like us to cover.read more >

Marketing to Tradesmen: How do you measure effectiveness?

By John Sonnhalter, Vision Architect, Sonnhalter B-to-B marketers are always facing the challenges from the C suite and CFO to measure ROI. According to an article by Debbie Pierce, B2B marketing ROI calculations your CFO will love, 93% of CMOs are under more pressure to deliver measurable results, and only 5% feel they are doing a good job. Ironically, the C suite and CFOs use the same measuring tools that the marketing departments are using. They're not concerned about follows or leads, what they want to know is for dollars spent what are the incremental sales resulting from each marketing activity. They are obviously looking for the best bang for the buck(a novel approach). Ideally they want to come up with some formula like this one from Nitromojo. Accurate ROI Calculation – Simple Version 12155read more >

Thousands of vocational programs, many ways to connect

By Rachel Kerstetter, PR Architect, Sonnhalter More than a year ago, we released an extensive database of thousands of vocational education programs across the country. We recently updated that list, adding about 1,000 new programs, separating them out by state tabs and standardizing the descriptions to make it even easier to search, sort and use. Why would a marketing communications firm make such a resource? We hope the tool will bridge the gap between manufacturers and educational programs. The database serves as a helpful tool for companies looking to implement more grassroots campaigns to recruit the next generation of professional tradesmen. There are a myriad of ways to take advantage of a tool like our database. I'd love to name a thousand ways to use it (given enough time and coffee I probably could too!) but I'll leave you with a few suggestions of how to make our work, work for you. Fill the Talent Pipeline 12075read more >

11 Tips on How to Market to Contractors

Marketing to contractors is different than general marketing. Instead of pitching products, talk about solving problems. Contractors are busy and looking for solutions on how they can do their jobs better and make more money. Our new tip sheet gives you 11 ways to help you get in front of contractors, promote your value proposition and become a trusted authority in the contractor's mind. Sign up to receive 11 Tips on How to Market to Contractors here.  read more >

3 Insights to Make Your Manufacturing CRM More Effective

This is a guest post from Russ Hill, Founder of Ultimate Lead Systems. CRM programs come with big promise. The value proposition reminds me of the film the “Wizard of Oz.” Dorothy sets out with her allies to meet “the Great and Powerful” Wizard, who will surely deliver fulfillment of their greatest wishes. They approach the Wizard with fear and trepidation. When they finally see him behind the curtain, they discover their wizard furiously spinning wheels and pulling switches to bring the Great and Powerful wizard image to life. It is a good metaphor for what companies encounter when implementing CRM and sales lead management programs. Like the Wizard, the promise is great, but have no illusions. Understanding what is required behind the curtain is critical to CRM success. 11168read more >

Are You Maximizing Your B-to-B Blog?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter If you're a manufacturer and you don't have a blog, you should. Why? Because 4 out of 5 B-to-B marketers use blogs. B-to-B blogs aren't new, but manufacturers are finding out that they are a good way of setting themselves apart from the competition, and according to the Content Marketing Institute, over 50% of marketers expect blogs to be critical in 2017. Challenges of B-to-B Blogs Even though marketers expect blogs to be critical in the coming year, most B-to-B bloggers have some challenges ... here are 3 of them: 10890read more >

Do you have Relevant Content to Support Your Sales Team?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter Sales and marketing need to work closer together make the selling process better. Marketing departments that create great content but don't share it with the sales force are missing opportunities. Yes, it's important to get it out on the blog and other social media avenues but your sales force doesn't always have access to or are aware of what's up there. Sales is looking for support in the selling cycle no matter how simple or complicated the sales funnel is. This chart from emarketer.com illustrates that point. Well-produced and -managed marketing content sets up awareness, creates demand and enables sales. Here are some key takeaways on how marketing departments can use content for sales support: 10571read more >

Why You Should Have a Trade/Vocational School Marketing Plan

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter With the shortage of skilled workers today, the trade/vocational schools are making a comeback and there's a great opportunity for you to do some grass-roots marketing to future tradesmen. Many leading brands come to mind (Ridgid and Klein Tools) that have been built by using these schools as a starting point to get their tools in the hands of future users. 10410read more >

What’s your Unique Selling Proposition to the Professional Tradesman?

I recently read an article by Mark Buckshon from Construction Marketing Ideas where he was talking about how contractors need to identify what makes them different from all the rest .It got me to thinking about farther up the food chain ( manufacturers) and how they all have hard time differentiating themselves.How many times have you heard the following:read more >

Manufacturers: Have you Considered a Contractor Council?

May I suggest a contractor council? You all have brand advocates out there, why not get them together a few times a year and get a better sense of what’s happening in their world and what keeps them up at night. You could even pass by new product ideas before putting them into production. If you make the meetings about them and not you, the outcome will be more positive.read more >

Are You Using Brand Advocacy in Reaching Contractors ?

Let’s face it, in an ideal world we’d all want our customers to love us! We all know that’s not going to happen, but I’ll bet you might have more advocates for your brand than you think. Why are brand advocates important? Studies show that people rely on peer recommendations and reviews before purchasing goods. Contractors are no different, especially if you’re introducing a new product or application they haven’t used or seen before. They certainly don’t want to be the first to try something.read more >

Contractor Email List – Do You Have One?

Let’s face it, we’re all in this for the same reason. To talk with people who share the same interest. We must always be tweaking and improving what we deliver. So in order to get them to give up their email, we better come up with some interesting and helpful stuff that will make them want to read our emails for future gems. It’s not only what you have to say, but how you say it.read more >

How Many Calls Does it Take to Make a Sale?

Why do many businesses have a problem following up with their prospective customers? Mr. Frey explained, “The problem is not that small businesses don’t have the capacity to follow up with prospects, it’s that they don’t have the systems in place to do it well.” In his recent newsletter, “Follow-Up Marketing: How To Win More Sales With Less Effort,” Mr. Frey advised, “A good follow-up marketing system should have three attributes:read more >

8 Tips on How to Connect with Contractors

Building relationships with contractors is no different. It can't be a one-way street when everything you talk about is trying to sell them something. You'd get a lot farther if you were looking out for their best interest and helping them solve problems or do things better so they can make more money.read more >

Emails are in for 2016

A recent study by email on acid reported that email marketing is going to remain a top priority for companies in 2016. Though we could have predicted this was the case, nearly three out of four companies (71.8 percent) say they are planning to spend more time on email production and more than four out of five (86.7 percent) report that they will increase email marketing budgets this year.read more >

Manufacturers – What is your Biggest Concern?

I guess it would be getting new customers and keeping existing ones. An effective customer experience starts with understanding your customer and then delivering good, meaningful content to them. The more positive the experience, the better the sales or so it would seem. This could be a challenge in today's market where sales have turned from relationship-based to transactional-type sales.read more >

Professional Tradesman Email Contacts: The Holy Grail of B-to-B Marketing

As manufacturers we all know how important keeping in contact with our customers is. Email is one of the easiest and most effective way to do that and unfortunately for those of you who sell through a distribution process it's hard to get the ultimate end users name no less try to start a relationship with themread more >

Reaching Professional Tradesman: Why Content Marketing Works When Advertising Might Not

Contractors and professional tradesman often don't have time to read the latest trade publication or look at the magazines' website on a regular basis and might miss your message. Chances are, unless you only make one product, their interest at any given time may be on another product.read more >

Are you Using Mobile to Share Your Content with Tradesman and Contractors?

What I find especially interesting is mobile is last on the list and social media is second. Do they think contractors are checking their Facebook or Twitter accounts during the work day to see what kind of info a manufacturer is promoting that day? I wonder if those content marketers really understand how and what might be useful to a contractor on a job site.read more >

Why Should You Use Short Videos to Attract Professional Tradesman?

As a manufacturer, are you capitalizing on this powerful tool to disperse your message? You don’t need a “Hollywood” production. As a matter of a fact, the ones done on a mobile phone would do just fine. We’ve done “man on the street” interviews with contractors at will-call counters and on job sites asking their opinions on tools and other products.read more >

Online Video Training Can Make Contractors Be More Productive

From a manufacturing point of view, it's in your best interest to train contractors on the best way to install your product. It eliminates call backs and helps contractors sell more of your stuff. No surprise there, but with sales forces that are stretched thin, now they can only do so much training. Where do they focus their efforts - on the distributor's sales force or on the end user?read more >

Are You Still Pitching or Are You Starting a Conversation?

I'm still amazed by the number of folks who are still trying to sell me something instead of trying to solve my problem. I think it's because they are struggling with their story and finding the right voice to tell it on. The old school model of glad handling and feature benefit selling has gone by the wayside for the most part.read more >

Is Brand Advocacy Part of Your Marketing Strategy to Reach Tradesmen?

Let's face it, in an ideal world we'd all want our customers to love us! We all know that's not going to happen, but I'll bet you might have more advocates for your brand than you think. Why are brand advocates important? Studies show that people rely on peer recommendations and reviews before purchasing goods. Contractors are no different especially if you're introducing a new product or application they haven't used or seen before. They certainly don't want to be the first to try something. read more >

Email Marketing – Is this the best way to reach the professional tradesman?

With all the marketing trends and new things over the last several years, email still seems to be the "workhorse" for most people's marketing efforts. Recent research from Gigaom reports that over 75% of smart phone users check their emails on their phones. What I find remarkable, if you look at the chart below, 5 years ago paid search, SEO and digital ads would have been at the top of the list. Oh, how the more things change the more they remain the same.read more >

Why Content Curation is an Important Marketing Tool to Reach the Professional Tradesman

Why is it important to manufacturers who want to reach the Professional Tradesman? Chances are you have lots of bits and pieces of information on your products/services. They are scattered all over from catalog, tech sheets installations sheets, presentations etc. We as marketers are so focused on creating content, and in most cases, your first priority is to consolidate all relevant info on a product or service in one place. Once you see what you have, it will be easier to identify the pieces that are missing and need to be created. read more >

Tips on Making your Landing Pages Better

Hopefully, as part of your strategy to move prospects along the selling cycle, you are using  landing pages in order to deliver on what you promised. It's also a great way to track responses. It could also be a way of losing a potential customer. Here are some tips that might help results: Keep it simple - Deliver on what you promised to get them there in the first place. It's not about you - How can you help them with a problem that got them there in the first place. This is not an ad - They're not looking for a sales pitch, but answers to specific questions. Powerful content - Keep it relevant. Don't focus on key words. Instead, make what you say useful and valuable. All too often folks want to talk about 5 different things and give them additional links. It won't work. Just ask yourself - why did they click on a call-to-action that got them here? Then deliver what you promised. If you want to learn more, you might want to read: Are you Using Landing Pages? Product Landing Pages: Tips on How to Improve Performanceread more >

Are Your Sales and Marketing Departments on the Same Page?

Sales and marketing must work together to define the ideal client and determine how and what to get in front of them. Social media and the internet in general has changed the way people buy. Today, research is done online long before the potential customer identifies themselves to a prospective vendor. So what can you do to ensure that when the buyer is ready, you're on the list to talk to? This is an issue that continues to frustrate marketers and sales across the board. Both disciplines have insights to offer and neither should be working in a vacuum. I read an interesting article recently by John Jantsch from Duct Tape Marketing that addresses this very problem. He states: "My take is that for organizations to take full advantage of the dramatic shift in the way people and organizations buy today they must intentionally blend inbound marketing, outbound marketing and inbound selling a way that mirrors today’s customer journey." He offers some suggestions on how they can work together. Here are some highlights of shared responsibilities: Planning - When marketing is creating a plan, involve sales. They have insights that marketing doesn't. Their insights are invaluable in helping define the customer journey. Editorial - Even if sales people aren't great writers, they certainly can identify pain points along the way and possible solutions for marketing to write about. Social - Make sales aware of social opportunities, whether it's LinkedIn or participating in an industry forum that social is a good networking tool. Engagement - Have sales and marketing make calls together or write a proposal. Measurement - Forget quantity and focus on quality of lead and how you can take them down the sales funnel. Focus on creating a profitable customer. If you liked this post you might like: Are You Getting Your Sales Force Involved in…read more >

Are You Using Landing Pages?

No matter what kind of promotion you’re doing, when going after the professional tradesmen, the bottom line is you want them to ask for more info and ultimately a sale. You can’t do that in an ad (print or digital) by itself. You need those that are interested in whatever it is you’re selling to go somewhere to get more info. Effective landing pages make it clear what the visitor is going to do/get for the site.read more >

Is Your B2B Blog Your Top Marketing Tool?

B2B prospects tend to be well on their way through the buying process before they even identify a company. Don't you want to be one of those they contact? In the 3 years that I've been doing a blog, I've seen more and more interest and yes, business that has originated because of what folks read on my blog. In many cases, by the time they identified themselves, we're already talking strategy and have won the business. It's a nice position to be in. read more >

Do You Have a Mobile App? Are You Promoting It?

I think everyone realizes by now that mobile is the fastest growing segment of the business. While the biggest impact is on the retail markets, B-to-B usage continues to grow. So should you have an app? The answer to that is, will your app give value and help your targeted user with practical things? If yes, then you'd better get rolling.read more >

Get Your Targeted Message Noticed

Today we have a guest blog post by Sandy Bucher, Media Engineer at Sonnhalter, sharing advice on how to reach the key people for your message. If you are a manufacturer and want to reach a certain job title in a particular industry, in a particular market you want to focus on, targeted demographic inserts are another option to the standard print ad and are offered by most publications. Inserts can be one sheet, two-sided and are printed on heavier stock than the publication uses, but can also be a postcard or even a multi-page brochure. The inserts can be bound into, or glued into the publication, depending on the publication’s specifications. Why inserts? The purpose of using a targeted demographic insert is that a company can select just those readers they want the message to reach, and the publication will send it only to those selected, rather than sending it to the entire circulation. For an example, if you only want to reach the engineers or the plant operations people, you select just those titles. The cost for placing a targeted demographic insert is generally less than placing a full-run advertisement because you’re reaching fewer people. But you also have to consider the cost of printing the insert. If you’re using a one-page, two-sided insert, remember it’s like placing two ads (you get two pages, more real estate), so that may validate the expense of doing an insert. Get noticed. A targeted insert will get noticed. The paper stock is usually different than the paper stock the publication uses, so when flipping through the magazine, the magazine will naturally open to the insert, making the reader stop to see why the magazine keeps opening to that particular section of the magazine. A client of ours that uses the demographic…read more >

Direct Mail or E-blast – Which One Works Best for You in the B-to-B Space?

I have this running conversation with clients about which is better, a traditional direct mail program or an e-blast. It's a tough question to answer and I'm not too sure there is only one answer.There are challenges for using both methods and we have seen it become more and more difficult to get emails delivered even if we use opt-in lists from trade publications and have them send it out under their name. read more >

B-to-B Lead Generation: Let’s Not Forget the Basics

B-to B marketers are always trying to identify more/better qualified leads. Does it surprise anyone that social media ranked very low in this category? The traditional methods of telemarketing, event marketing, webinars, trade shows, email marketing and yes, even direct mail pull better results according to a Survey from InsideSales.com.read more >