How to Use Content to Reach Contractors

By John Sonnhalter, Founder and Rainmaker Journeyman, Sonnhalter We all want to get our message in front of contractors. In order to get more mileage out of your content, you need to tie it to your strategy. We need to help contractors with solutions to their problems, a better technique or tool for the job. A different process that will save time and money. Online training for their workers. We’re all so concerned on getting our message out that we sometimes miss other opportunities to use the same content (message) and deliver it differently. I recently read a post by John Jantsch, 10 Ways to Use One Piece of Content, that brings this into perspective. Contractors get their info in several formats. Have you tried any other ways of delivering your message? Here are some highlights from John’s post: Turn your content into a series of videos that the sales team can send out on an individual basis Do a webinar and feature it on your website Develop an infographic and send it out in an e-blast Testimonials. Locate contractors who are already happy customers to give you testimonials, either written or on video. You don’t need more content – you need the right content in the right context. Want to read more about content for contractors? How To Repurpose Content for Contractors 5 Ways to Engage Professional Tradesmen Using Content Marketing  read more >

Are You Considered a “Trusted Authority” in Contractors’ Minds?

By John Sonnhalter, Founder, Sonnhalter We all want to be recognized as leaders in our respective fields and in today’s world the current mantra is to be that “Trusted Authority.” To be a recognized leader in your field is not an overnight sensation. It takes time and you need to deliver more than just bells and whistles. Mark Buckshon from Construction Marketing Ideas discusses this very topic. He uses the example of Frank Lloyd Wright’s role in leading architecture to a new level in his day. Wright truly was considered a trusted authority, and if you wanted a second opinion, you’d just have to ask him. Not everyone agreed with him, but they respected him.     Time is one thing we have little of, yet it’s what it takes to position yourself and your company as the industry expert. Wisdom comes from experience and experience is gained over time. Much of your credentialing may come from the school of hard knocks. But that’s OK. We should learn from our failures and missteps. Learn to share your expertise and solve problems instead of trying to sell contractors stuff. With social media, we no longer control the message or where or when it will be delivered. You need to learn to share your experiences via storytelling as opposed to a sales pitch. Show your expertise by telling contractors how you helped others solve a problem or gave them a better way of doing a job that resulted in them making more money. To become a true authority, you need to deliver results beyond the ordinary. If you do this, you’ll be able to grow your business through referrals and repeat business. Contractors are very loyal, and they talk among themselves, so let’s make sure what they are saying about your company is good. It’s a never-ending battle. You need to…read more >

Why You Use Relationship Marketing When Trying to Reach Contractors

by Matt Sonnhalter, Vision Architect   I’ve always been a big believer in relationship selling. After all, we usually buy stuff from people we know, like and trust. Agree? So why not take that to another step in the selling process by using the same principles to your marketing efforts? This is especially true now that content and content marketing is such a big part of everyone’s overall strategy. We all have heard the saying that "Content is King and Community is its Kingdom," but what brings them together? It’s building solid relationships with contractors and tradesmen using relationship marketing.  I read a post by Wade Harman, Why relationship marketing is the key to your content, where he outlines a strong case for using this type of tactic. He points out that we need to know and understand what our target wants and needs. Contractors want solutions, not necessarily a sales pitch. You need to make yourself available in conversations with them... He also points out that we should collaborate with others that share the same passion. For an example, say your target is professional plumbers. You want to focus on products that will help them do their install better. You’re not interested (nor capable) in helping them market their plumbing business locally. Why not team up with someone who’s focus is just that, like Plumbers SEO.net or Darren Slaughter who specializes in contractor marketing. This blog focuses on helping manufacturers better communicate with contractors and professional tradesmen. We have three challenges: 1) identify our audience, 2) give them meaningful content, and 3) keep them coming back. One of the most important things I try to communicate is that to be successful, you must be able to engage and have a genuine relationship with your reader. Here are some steps to build those relationships: 13995read more >

2009: A Retrospective from Contractors and An Early Outlook For 2010

You don't have to be a rocket scientist to figure out that the economy in 2009 wasn't good to most contractors, especially those whose primary market was new construction. To that end, we did phone interviews the last quarter of 2009 with 22 contractors across the country, primarily in the HVAC and Plumbing markets to get a better sense of how they are surviving and what's on their minds.read more >

Looking Forward to 2010

All economic data indicates that the worst is over and we should start seeing an uptick as soon as the 4th quarter for some industry segments. Yes, soon the trend lines will start to go up, but not as sharply as they came down. B-to-B marketers need to look forward and should be starting to crank up their plans for '10. read more >

Use Twitter in Customer Service to Take Care of Problems in the Field for Professional Tradesmen

I'm sure we all have stories of customer service experiences, both good and bad. I'd bet you've had more bad than good experiences though. For manufacturers who sell to the professional tradesmen, these are even more challenging. You need to think outside the box. Twitter is an ideal tool to service your customers. Customer service departments are supposed to solve problems, reinforce a positive brand experience and not cost you an arm and leg to support.read more >