by tradesmeninsights | Feb 4, 2015 | Marketing Tools, Marketing Trends, Traditional Marketing
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?
The answer is use online training for both.
- You can train distributor sales on new products, on not only features and benefits, but also on where/when they should be used. Several eLearning options out there can test them after to make sure they got the point.
- You can train contractors on new products/processes and installation tips.
- Online lets them take the course on their timeline, not yours.
Both distributors and contractors want to get the most out of both employees as well as opportunities, so you’re better off arming them with the right info.
- According to the American Society of Training and Development, companies that spend $1,500 or more per employee average a profit margin 24% higher than those who do not invest in their employees.
- Deloitte reports that 18% of all training is now on smartphones.
- Cisco’s VNI Global IP traffic and service adoption forecasts that by 2018, 79% of all internet traffic will be videos.
If you like this post, you might want to read:
Do You Have a B-to-B Video Strategy?
Manufacturers: Are You Missing out on Video Opportunities?
B-to-B Video is on the Rise: Are You Taking Advantage?
by tradesmeninsights | Jan 20, 2015 | Marketing Trends, Social Marketing, Traditional Marketing
We are a visual society and it’s a fact that videos are a unique way of delivering your message to a targeted audience. B-to-B companies using this media sometimes are too set in the old ways (or another way of saying it, they want to present the facts and their videos are boring). No wonder their videos aren’t being watched, they’re putting folks to sleep!
Videos can be a powerful tool for any manufacturer but they need to be done right. You need to have a video strategy before doing your first one. Don’t do them because your competitor is. Do them because what you have to say is relevant, timely and well done. Yes, people would like to be entertained a bit, but what they’re really looking for in our space is a solution to a problem.
I recently read a post by Jess Osteoff, managing editor of Convince & Convert, that talks about the 8 New BtoB Video Content Marketing Trends.
Here are some highlights:
- It’s all about the experience – We need to capture the attention of the viewer.
- People love to laugh – Think about the videos you’ve seen. I’ll bet most had some sense of humor included.
- Problem solving – We must not get away from the real reason why they are watching.
- Emotion trumps logic – Emotion captures their attention.
The key to a successful video program is first, have a strategy of what you’re going to say and how you are going to say it, and second, put yourself in the viewer’s shoes. Lighten up and make them memorable. Yes, it’s ok to have a sense of humor.
