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 >

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 >

They Really Are Worth a Thousand Words

By Chris Ilcin, Account Superintendent, Sonnhalter Use images on your website to de-clutter, increase SEO and tell a better story. One of the biggest pitfalls in manufacturers' websites (and trade shows, and product literature and more) is the overriding desire to SAY TOO MUCH. And it’s easy to see why. Most manufacturing companies are led by Engineering or Sales. Both of these disciplines are highly verbal. You want to talk about how great a new process or product is in order to show the leap you’ve made in innovation. You want to make sure the customer has all the information in order to close the deal. The problem becomes that marketing, and effective electronic communications, are becoming increasingly visual. Part of it is screen size. More than half of all internet use is by devices other than computers, the vast majority of which have screens smaller than a laptop. And some of it is just the pace and speed at which web browsers now expect information to be presented to them in the instant search era we live in. So, it’s imperative to get your value proposition across in less time than it will take someone to hit the back button and open the next search result. 12049read more >

Not Real, But Reality

By Chris Ilcin, Account Superintendent, Sonnhalter By now, if you have a presence on social media, and are involved in sales or marketing, you’ve seen this: Well, bad news. "Fourth" isn’t spelled that way The National Sales Executive Association doesn’t exist There’s no study to be found that supports any of these statistics There’s a great blog here that goes in to more detail. But I’d rather focus on something else: Why do we want this to be real? 11937read 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 >

Make Sure Your B2B Communication is Still Human

By Rachel Kerstetter, PR Architect, Sonnhalter When it comes to B2B communication, sometimes we get a little too caught up in the 2 Bs (business and business) that we forget about the Hs, Humans. Your organization is made up of human beings and the businesses that make up your target audience are also made up of human beings. When you recognize that your audience is made up of humans, you're already one step toward more effective communications. Communicating with humans means you need to take into account emotions as well as logic and make an effort to connect on a personal level. Be Human Mike McDougall gave a presentation at the PRSA International Conference on using the HUMAN method to connect with B2B audiences. Here's the model: 11132read more >

Tips on Developing Effective Marketing Programs to Reach Contractors

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter When trying to gain new contractors, "the ready, fire, aim" mentality doesn't work. Neither does "a wing and prayer" method. Developing new customers is entirely different from trying to sell more stuff to your existing ones. Marketing needs to work closely with sales in not only developing a message, but a plan on delivering it. You also need to take into consideration that a lot of new contractors won't identify themselves until they've done some homework on your company. 10847read more >

Podcast: “What Makes a Qualified Lead a Qualified Lead?”

Today we’re talking with Russ Hill, Founder and CEO of Ultimate Lead Systems. Russ has 3 decades of experience helping companies with their B2B sales lead management and CRM programs. Sales leads are the lifeblood of new business development. As important as leads are, it is still common to hear reps complain that “the leads I get are unqualified.” People have different views on the subject of lead handling, qualification and follow-up. Listen to what Russ has to say.read more >

How to Repurpose Content for Contractors

By John Sonnhalter, Rainmaker Journeyman, 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. 10852read more >