by tradesmeninsights | Mar 31, 2009 | Marketing Tips
Industrial marketers are looking for ways to communicate with prospects while not breaking the bank. E-mail marketing is being used more as a cost-efficient tool, but marketers should be aware of some things that might make those efforts less effective.
I read an article recently by Curtis Jackson from Quell Group that outlines 10 mistakes when doing e-mail marketing. Here are some highlights from the article:
1. You must have strategy. Why are you sending it, who is the target audience, what are the key take-aways and what type of metrics are you using to measure it?
2. Lists. Make sure you have a good list of opt-in names and a system of flagging those who opt-out. There are several services, like Constant Contact, that will help you not only deliver your messages, but will help you manage your database and give you metrics to see how successful your programs are.
3. Relevant content. Ask yourself about the target audience – is the message important to them? Your subject line is your 3-second window. If the reader doesn’t see value, you’ll end up in that deep dark hole called “delete.”
4. Don’t ignore metrics. You can see almost instantly whether or not your prospect “got it” by looking at open rates, opt-outs, etc. You can then resend to those who didn’t open it using a different subject line to help increase your open rates.
5. Timing. When sending an e-mail, consider timing especially if you’re using an international list. Research has shown the best times to send e-mails are on Tuesdays or Wednesdays between 10AM and 2PM.
E-mails are a great, inexpensive way to communicate. You just have to remember there are some do’s and don’ts you need to watch out for. If you’d like to read the entire article: What are the top 10 e-mail marketing mistakes?
by tradesmeninsights | Mar 28, 2009 | Marketing Tips
Blake Cahill, VisInsights blog, posted a review of a report from Forrester Research by Jeremiah Owyang, Josh Bernoff, Sean Corcoran, and Steven Noble: Bold Predictions on Social Computing in 2009 from Forrester Research.
Three of the most important highlights from this report that are of interest to Industrial Marketers:
- Social Technology becomes universal. “By end of 2009, more than 85% of US online consumers will be reading or interacting with social content.”
- New technologies will arise that allow platforms including email, the Web, and mobile devices to connect with communities and brands will begin to integrate social applications with traditional marketing campaigns and revise campaigns based on social feedback.
- Static advertising gives way to the flexible marketing campaigns.
Read the report: Bold Predictions on Social Computing in 2009 from Forrester Research
by tradesmeninsights | Mar 28, 2009 | Marketing Tips
Industrial marketers are often more concerned with how their web site looks than how it will be found. So you did a new site two years ago, included some key words and then put it on auto pilot. SEO is an important component to generate traffic to your site and shouldn’t be neglected, especially in this economy.
Search engines are continually changing and upgrading the ways spiders do their job. I read an article recently by Stephen Riegel. These are his four quick tips to increase your web site’s traffic:
- Eliminate navigation barriers. Spiders prefer easy-to-navigate sites.
- Create an XML sitemap that allows spiders to see what pages exist and how often you update them.
- Check your code. If spiders can’t understand it, they might miss important information.
- Check your title tags as they are among the most important elements of search engine algorithms.
Taking the time to review your sites for SEO is one of the most efficient investments of your time and budget that you can make.
To read Stephen Riegel’s article: Key tactics to maximize your SEO efforts
by tradesmeninsights | Mar 28, 2009 | Marketing Tips
We need to realize that social media is not a fad. The faster B-to-B manufacturers realize that social media isn’t just for “consumers,” the better off they will be.
Social media allows manufacturers to engage customers in more creative ways, build relationships and stay ahead of their competitors.
According to the “The ROI on Social Media Marketing” report from the Aberdeen Group, that Visible Technologies sponsored, 63% of the companies in their survey planned to increase their social media marketing budgets this year. eMarketer estimated that social network advertising alone will rise over 17% this year to $2.35 billion, up from $2 billion in 2008.
“Things are finally starting to change. Companies are learning how to leverage social media and tap into the rising tide of consumers participating in social network sites, blogs, wikis and Twitter.
Marketers have developed the tools and methodologies to drive
marketing ROI by listening to and learning from customers and
prospects. As so, the dollars are following this rising tide,” says Blake Cahill, Visible Technologies.
Five Compelling Facts from the Research, Providing Actionable Benefits for Readers:
- 58% of companies have dedicated resources devoted to social media marketing.
- 61% of companies have online community platforms (e.g., discussion forums, ratings and reviews, etc.).
- 68% of companies increased their investments in social media marketing, while 34% are keeping their investment level the same as last year.
- 84% of companies aim to track and measure the ROI of their social media marketing activities.
by tradesmeninsights | Mar 28, 2009 | Marketing Tips
When marketing to tradesmen, don’t outspend your competition, outmarket them. Target marketing is more cost-effective and provides better leads.
Most B-to-B marketers have a very finite market, and even within those markets, they have many different audiences and messages to deliver. Sometimes even a targeted trade publication or web site targeted at a specific industry may be too broad a reach.
Today’s technology allows you to specifically target industries, job function, buying influence, geographic and the list goes on and on.
To maximize your budget and generate solid leads, think outside the box from the traditional tactics you’ve used in the past. Here are a couple of examples to kick-start your thinking:
Print Advertising
Instead of taking an ad out in a vertical publication with a circulation of 100,000 design engineers when your product only has applications to a small percentage of the total circulation, why not consider doing an insert targeted at those specific NAICS codes in the magazine, or a targeted e-mail campaign where you can be very specific about the features and benefits and how they could meet their needs.
If your product is technical in nature, again using these targeted techniques, get them to a webinar where you can demo the product with some of the experts back at corporate that know the product inside and out, but don’t have an opportunity to interface with customers very often.
Engineers like to talk to other engineers. They feel more comfortable. Let them set the hook and then let your salesmen begin reeling them in.
Outdoor Advertising
Most B-to-B manufacturers wouldn’t think about using outdoor. But outdoor could be pinpointed so that your message would be seen several times a day. Here’s an example: Suppose a manufacturer of a building material wanted to increase its share in a certain market to union electricians in a certain city. Outdoor could be used outside their union halls or nearby major new building sites where your message could be seen several times a day for an extended number of days.
You get the idea, don’t do the same old thing. To outmarket your competition, you don’t have to outspend them.
Have other examples? Share them in the comments section below.
by tradesmeninsights | Jan 16, 2009 | Marketing Tips
The economic downturn can actually be a blessing in disguise. Marketing departments now have a chance to shine by showing how to work more effectively as well as to measure and account for their marketing decisions.
You don’t need a rocket scientist to tell you business is soft. The question is, given your resources and budget, how are you going to make your marketing work more effectively?
If we’re all truthful with ourselves, we’d have to admit that over the past 5 to 7 years, marketing budgets haven’t been scrutinized as much as they should have been. In today’s economy, those marketing budgets are in the crosshairs. Moving forward with the same-old, same-old is not an option.
Below are six ways you can make your marketing to tradesmen more effective:
1. Focus On What You Can Control
You can’t control what’s going on in Washington, the economy or most other market factors. However, you do have control over your marketing. Recognize where the demand is and go after it. Don’t be afraid to try something new.
2. Re-Evaluate Your Marketing Goals
Based on what’s happening with the economy, are your company’s marketing goals achievable? It may be time to re-state and re-prioritize your goals.
3. You Can’t Manage What You Can’t Measure
Take a hard look at the performance of your marketing plan. I know something like ad awareness is costly and hard to measure. But things like trade show leads, direct mail and online programs are measurable. Look hard and, if needed, reallocate and optimize your budget. You can’t afford underperforming programs.
4. Fish Where The Fish Are
You know who your customers and potential customers are. Make the most of your marketing investment and increase your visibility through targeted vehicles where your prospects will see your message and take action.
5. Integrated Marketing
We’ve always been advocates of tying your messages to various touch points for your customers. This synergistic method allows you a better bang for the buck! And don’t forget to bring the sales team up-to-speed as to what you’re doing. They’re an extension of your marketing efforts.
6. Focus On Quality
More is not necessarily better. The quality of your sales leads is far more important. If you adhere to the previous five suggestions, you will deliver better-quality leads, which will improve your bottom line and make everybody happy.
