Even During a Pandemic, Influencers in the Trades Build On: Part One

by Andrew Poulsen, Content Engineer, Sonnhalter With the stress and anxiety of the COVID-19 pandemic constantly looming, finding silver linings throughout this situation isn’t always easy. But with millions stuck at home with their phones acting as their main source of entertainment and social interaction, influencers and content creators in the trades have been able to use this time as an opportunity to expand their audiences, connect and engage with their online communities and use their platforms to spread messages of positivity and encouragement. One of the leaders in this online community of DIYers and woodworkers is Rob Rein of Ginger Woodworks. Based in Grand Island, New York, located north of Buffalo and south of Niagara Falls, Rob is a full-time social worker during the day and a practicing woodworker and DIYer to his nearly 80,000 Instagram followers during all the hours in between. Sonnhalter spoke with Rob to learn more about how the pandemic has affected and influenced him, his content and his online community at large. Sonnhalter: When the pandemic crisis began in the U.S., how did you initially respond? Rob Rein, Ginger Woodworks: Initially, I saw it as, “How are we going to balance this new routine, but also be productive?” So, I went out and bought all the supplies I needed to finish all the projects in the house. All of us have projects we get into and they get left behind because the next project happens and it all just snowballs. We grabbed everything for some projects we needed to finish and had a staged setup ready to go. I wasn’t going to let the time be wasted. Have there been any unexpected benefits or positive experiences with your time at home? With my kids, they are always busy, but with all that stuff no…read more >

Getting the Most Out of Your Company’s Instagram Account (Part 2)

By Andrew Poulsen, Content Engineer, Sonnhalter Last summer, we published a blog that outlined some of the best practices for running an Instagram account for your company. Since then, Instagram has grown to be arguably the most useful social media tool for the trades. If you’re still new to Instagram, we encourage you to go back and read the blog and some of the basics for getting your account started. Say you’ve set everything up, posted some cool product shots, gained a respectable number of followers and have a pretty good understanding for how the app functions. The next step is to take advantage of some of Instagram’s more advanced features and strategies that can improve your ROI, grow your number of followers and increase your brand’s visibility. Here are a few things to consider incorporating into your Instagram strategy moving forward. Influencer Marketing One of the fastest-growing marketing strategies on social media, particularly Instagram, is what’s known as “influencer marketing.” Influencer marketing is when brands collaborate with opinion leaders in an online community, known as “influencers,” to create content that endorses a product. This collaboration is typically done for a monetary fee, free products or a combination of both. What that content looks like varies between influencers and is usually negotiable. Content can range from a static shot of the product with a written review, to photos or videos of the product being used in the field or for building something in a workshop. Finding the right influencers in your target audience can build credibility by using a trusted source in the community and, thus, increase sales. Like the online forums of the past, professional tradesmen use Instagram to be a part of a bigger community within their trade, and these influencers are often considered leaders within these communities…read more >

How Effective is Your Social Media Strategy in Reaching the Professional Tradesman?

By Andrew Poulsen, Content Engineer, Sonnhalter Social media has been an essential cog in every consumer brand’s marketing machine for more than a decade, but manufacturers in the trade industries have been slow to embrace the many marketing advantages that come with social media. I believe this comes from the perception that social media had originally only targeted the younger generations, and with the average age of the professional tradesmen skewing higher and higher, these manufacturers felt more comfortable using more traditional methods with their marketing dollars. However, with Facebook and Twitter both grossing hundreds of millions of users, it quickly became clear that almost any brand had customers and prospective customers on these platforms. While many companies in the trades have adapted and are actively using Facebook and Twitter to connect and engage with its audience, there are plenty of other digital and social platforms whose features can be useful to companies in these industries. And with only so much time, effort and money available, brands should examine all of these platforms and their potential and effectiveness in reaching the professional tradesman. Here is a rundown of some of the most popular social and digital tools out there, how they help reach the professional tradesman and how well they do it. Facebook Despite its well-documented PR hiccups, Facebook still casts a wider net than any other social media network…for now. Facebook has more than two billion users, and there are more than 65 million businesses using Facebook Pages. Because of the sheer volume of users, every company should be on Facebook to regularly promote new products, announce trade show appearances, share positive media coverage and company news, etc. 14843read more >

How to Repurpose Content for Contractors

by Matt Sonnhalter, Vision Architect, Sonnhalter For those of you who might be looking for ways to generate more awareness and conversations, generating new content may not be your only option. It makes sense to use other social media outlets as a way to get your existing messages out. To achieve higher reader engagement you need to know your audience, their habits and pain points. Different social media outlets reach people differently. So whether you’re looking to repurpose existing data or convert outdated info, consider delivering them in smaller bite size pieces using alternative avenues. Looking for ideas on how to do this? This article in Social Media Examiner, “19 Tools to Create Social Media Content,” shows you ways to repackage existing material and use other social media outlets to get the message out. They outline several ways and give examples of tools to use. Here are some highlights that I think manufacturers could use in reaching the professional tradesman: Present your business via video. Tell your story, not the corporate one, but the one that talks about ways to come up with solutions to help contractors do their jobs better. Use infographics. They are 30 times more likely to be read than pure text. People like visuals and are more likely to share them. Convert long form content into slides. Use existing presentations and break them up into smaller groups. You can use them as PowerPoint presentations or there are programs that will easily allow you to incorporate animation. Use podcasts to share your voice. Podcasts are one of the fastest growing mediums for social media and it comes as no surprise. Interview contractors and talk about the newest technologies. I’m sure you can come up with a multitude of topics to cover.  read more >

Chart Your Online Conversations

By Chris Ilcin, Account Superintendent, Sonnhalter Brian Solis is an interesting person. Digital analyst, anthropologist, and self-described futurist. One of his key areas of focus is the effect of disruptive technology on business and society. In 2008 as a part of that research he decided to map the social media landscape in what he called the “Conversation Prism,” coming up with a few categories that neatly classified the landscape as it was when Iron Man, The Dark Night and Twilight were in theaters. Times sure have changed... 12817read more >

Manufacturers: Is your social media participation developing new business leads?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter If not, it’s important to know WHY. Most manufacturers finally got on board with social media back in 2010. They created their company blog, Twitter, LinkedIn, Facebook and Instagram accounts and jumped in. 70% of marketers reported that social media marketing delivers poor or average return on investment. Many manufacturers thought that by merely having a social media presence, it would give them social media credibility. But they’re learning it takes more than a social media presence to produce new business opportunities. I recently saw a post from my mentor on the social media scene, Michael Gass. Here are some things you need to review and possibly revisit your social media strategy and implementation: Here are 11 reasons why social media doesn't lead to new business: 12614read more >

Reaching Contractors with Social Media

By Rachel Kerstetter, PR Architect, Sonnhalter You probably set up a Facebook page and a Twitter account a few years ago when social media was the new shiny object for marketers. But now, your social media is anything but new and exciting … and it doesn't help you reach contractors. You might be wondering if you're wasting your time on these channels or if you're better served by switching to the newest social trend. As a longtime leader in Business-to-Tradesman marketing, we’ve developed 12 helpful tips that will help you use social media to effectively reach contractors. In “12 Tips for Reaching Contractors with Social Media,” you’ll learn how to evaluate the social media you’re already using and pick the right avenues for connecting with contractors. The tip sheet shares best practices for social media in this niche space using content and integrating it into your overall marketing programs. Download 12 Tips for Reaching Contractors with Social Media by signing up here.read more >

LinkedIn Groups: Your Blog Away From Blog

By Chris Ilcin, Account Superintendent, Sonnhalter According to a recent survey from The Content Marketing Institute 89% of B2B Marketers use LinkedIn as a way to distribute content. But if a potential customer isn’t already following you, all you’re doing by posting it to your company page is having a closed conversation with friends. While that’s good for strengthening relationships, it’s not an effective strategy for growing business, brand or thought leadership in your industry. So, short of requiring all employees to share everything you post, what’s a marketer to do? Join Groups. If you’re not familiar with them, LinkedIn Groups are smaller "communities within the larger LinkedIn community where people and companies can connect by shared interest rather than work or personal connections." The advantage here is that instead of waiting for people to find you or your company, you can use your industry, process or other qualities to go out and find them. How do you find the right group, and what do you do once you’ve found them? A lot of things you’re already doing. 12124read more >

Social Media: More than an Excuse to Employ a Millennial

By Chris Ilcin, Account Superintendent, Sonnhalter How to Keep and Generate Business with Social Media So, you’ve got a social media presence. Congrats, but if you’re just looking for likes, and pushing out press releases, all you’re doing is pushing out. How do you also use Social Media to pull in potential customers? Utilize a two prong strategy. Part One – Tell us How We Messed Up 10713read more >

What’s a #Hashtag? And 5 Ways to Use Them in Marketing

Today we have a post from Rachel Kerstetter, Sonnhalter’s PR Engineer, answering one of the questions she’s frequently asked and sharing some tips on how to use hashtags. The basic mechanics of making a hashtag include putting a pound sign (#) in front of a word, phrase, acronym or combination of characters (but not punctuation). But beyond calling attention to the words in a tweet, post or whatever, hashtags allow you to join into a more broad conversation. Hashtags have become a standard part of online conversation and stretch across many social platforms. Hashtags originated on Twitter and very recently Facebook added hashtag capabilities to the platform, but you can also use hashtags on: Instagram, Tumblr, Pinterest, LinkedIn, Google+ and newcomer Vine. There are many ways to use hashtags, but they all boil down to participating in public conversation. Here are some common ways to use hashtags in marketing communications: Promote engagement during events. Whether your event is online or offline, it will have a presence. When you create your own hashtag (and publically identify it) you can then monitor and interact with the conversation around your event. Most conferences, trade shows, webinars and other events announce the “official” hashtag, put it on publicity materials and have a designated person using it. Mostly this happens on Twitter but permeates into other social media use. Host or take part in a Twitter chat. Twitter chats are a simple way to have a conversation with multiple people on the same topic. Chats are traditionally an hour and have a prescribed hashtag. Most chats happen weekly at the same time and center around a prepared set of questions, due to their growing popularity services have been created to help you participate more easily, for example Tweetchat is a Twitter application to organized the…read more >