Case Studies Should Be Part of Your Content Mix

By Rosemarie Ascherl-Lenhard, Public Relations Foreman, Sonnhalter The terms "case study" and "testimonial" are sometimes used interchangeably, however case studies are not exactly testimonials. Although one piece of content can pull double duty, a simple testimonial can't provide the value for your organization that a case study can. In marketing, a testimonial is essentially a statement by a customer providing an endorsement of a product or service. A case study is a more in-depth, valuable piece of content. Spinach content if you will. Case studies explore a user's journey, not just with your organization, but through their entire problem and solution. Ideally, 12528read more >

Social Media, How Can Tradesmen Connect?

Mile Free, Director of Industry Research and Technology for the Precision Machined Products Association, is posting today with advice for connecting on social media. Miles blogs regularly on PMPA's blog, Speaking of Precision. As tradesmen, advertising used to be pretty easy to figure out. A yellow pages ad in the local phone book, small display advertisements in the newspaper and maybe some classified advertisements in the weekly as well. Near a big city? Maybe you would have bit the bullet for a display ad in their yellow pages too. As a customer, in the old days, that’s how I would have found you… So who uses a phone book these days? Who still has a land line phone? How many folks with smartphones walk around carrying a phone book? That’s a trick question. While no one is carrying a phone book, the fact is that when they need to find something, they go search for it. On their smart phone or web device. How easy are you to find on search? For what kind of things are you on Google's page one? I’m not suggesting that you need to pay for advertisements on Google to get to page one, but if you use  social media tools correctly, you can be found on Google for the services that you provide, and that your customers want. While I am a staff director for a trade association of precision machining companies, the lessons I learned about how to increase visibility in online search are just as applicable to tradesmen to build your credibility, and thus your visibility online. Here are 5 steps to increasing your online visibility: Make sure that your website covers the products and services that you provide. Having an up-to-date website with photos is key to engaging your potential customers…read more >

3 Ways Tradespeople Can Use Social Media To Boost Credibility and Business-Part 1

Many tradespeople feel they don't really need to have anything to do with social media. Perhaps because their business comes mostly through referrals, or they don't see immediate value in social media, or they feel it may take up too much time and they need to be out getting new business. And many tradespeople feel intimidated by social media.read more >