Desktop opens are still more than mobile, but the trend is closing the gap according to a recent post in emarketer.com.
Mobile click-through rates for U.S. marketing emails sent by Yesmail clients in the later part of 2015 were up close to 14%.
So what does this mean for manufacturers that are trying to reach contractors and tradesman? It means that whatever you’re trying to communicate to them, it needs to be mobile friendly. Contractors check more than emails on job sites, and the more mobile friendly you are, the better results there will be.
Besides the content they want to deliver, they need to consider apps and mobile tactics. Here are a few.
Possible Apps to Consider:
Product information
Engineering or other calculators
Installation and troubleshooting instruction videos
By John Sonnhalter, Rainmaker Journeyman at Sonnhalter
Your potential audience doesn’t want quantity, they want quality. So if you’re trying to generate more content quicker just for the sake of having it, don’t waste your time. You need to accelerate demand, not noise.
The best way to connect with your audience is to determine what kind of content they want. In other words, what motivates buyer behavior and how do they get information? If you know these, you can build the correct content architecture.
What motivates buyer’s behavior? You need to have a deeper understanding of how a buyer thinks and then what do we need to say to get him over to our side.
How do they get their information? What type of content do they prefer and where do they go to get it?
Building a content architecture – Once you have an answer to the above questions, then you can map out a plan to get to them with the right info at the right time.
Content Marketing’s main purpose is to drive specific business outcomes. So the buyers aren’t looking for more info, just the right info. He points to a 2014 ANNUITAS survey where less than 3% of those responsible for content marketing activities were happy with their outcomes. Here’s another scary fact from Sirius Decisions — that 70-80% of all content is never used!
These are not good numbers to take to the C-Suite to get more funding. If you can’t achieve positive and measurable results that can be tied to sales revenues, you really don’t have a content strategy at all.
By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
Short videos are ideal for social media and for you to gain reach and shares.
As a manufacturer, are you capitalizing on this powerful tool to disperse your message? You don’t need a “Hollywood” production. As a matter of a fact, the ones done on a mobile phone would do just fine. We’ve done “man on the street” interviews with contractors at will-call counters and on job sites asking their opinions on tools and other products.
Did you know – Videos convey more info per minute than any other media and 65% of the public like to learn via videos.
In my opinion, you’re better off making a series of very short videos (keep each to one thought or idea). Ideally under 2 minutes is what I tell folks to shoot at. Below is an example of one of a series of videos we have done.
Here are some thoughts on content.
Focus on a problem your customer might have from their perspective (what happened if the problem isn’t resolved?)
Provide tips to solve it.
Utilize the video medium to show examples or illustrate a solution. Here’s your chance to be creative.
Make sure they know your company has the solution to solve their problem.
Donna Moritz did a recent post in Social Media Examiner that talks about 6 ways to use short videos in social marketing. Here are some highlights:
How to video – solve a problem.
Highlight your skills – what better way to get your value proposition out there.
Showcase an event – trade show, association event or new product intro.
Go behind the scenes –give the viewer some insights of your company that they normally wouldn’t see.
She also outlines 10 tools you can use to create and edit short videos.
The bottom line is, use video in your marketing efforts.
We’ve been hearing for years that print is “dead” and digital media reigns. However for B2T, print is still and important medium.
Join Matt Sonnhalter in the next installment of our Marketing Minute series to find out more about why you shouldn’t call time of death of print advertising.
To view other videos from Sonnhalter, visit our YouTube channel here and let us know if there’s a B2T marketing topic you’d like us to cover.
By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
Everybody wants answers, especially to problems, and they expect your customer service department to be on 24/7. This is especially true in the B to C market.
I recently had trouble with a wine cooler that was one month out of warranty and quit. Needless to say, I wasn’t a happy camper and I let the manufacturer know on their website over a weekend. To my surprise, I got an answer within a few hours and they are working with upper management to solve my issue. Now they may just be blowing smoke and we’ll see, but their responsiveness made me cool down a bit.
I ran across a study recently in emarketer.com “How to win at customer service,” that claimed most people just want their questions answered.
Here are some highlights:
81% of those surveyed just wanted their questions answered
89% feel more positive about brands that give good customer service
46% tell their friends and family about a quick response time
So what does all this mean to the manufacturing sector? Well the bar isn’t raised too high and we certainly don’t have to reinvent the wheel.
Here are some tips on how to serve the professional tradesman:
Keep your customer service department open on business days from 7 AM to 5 PM EST. If the contractors are having issues, you need to be available when they are working.
Staff your customer service department with experienced people who can answer questions, troubleshoot a problem or forward them onto someone who can.
By Andrew Poulsen, Public Relations Technician at Sonnhalter
In 2015, it’s anything but a surprise that social media has completely revolutionized how companies, agencies and organizations connect with their audiences. Many companies utilize these services to build transparency, inform customers of new products and to keep their audiences in the loop on any day-to-day updates and promotions. While we’ve all seen organizations curate pages on Facebook and Twitter, here’s a look at some newer ways companies are maximizing visibility and profitability through social media.
Livestreaming-Thanks to recent apps like Periscope and Meerkat, livestreaming has become a totally user-friendly experience, and many brands from Red Bull to GE have used these apps to advance their social media presence. Livestreaming apps can drive engagement through a variety of platforms. For example, Periscope, which is driven through Twitter, can be a great tool for streaming live Q and As, behind-the-scenes interviews or new product releases.
Influencer Marketing-A brand ambassador serves as a great go-between for the brand and the consumer. And with the innovation of social media, brand ambassador programs are easier than the more formal programs of the past. Many companies utilize Instagram as a way for social influences to talk about their products. Having these influencers promote your products through their Instagram profiles give the product a much more down-to-earth and less-intrusive style of branding and engagement. The audience also sees the products being delivered often in a much more practical sense than an advertisement.
Have an Active Presence-It’s one thing to occasionally update your Facebook or Twitter profiles with product updates and events. It’s another thing to have a constant and active voice for your brand. Ask your audience questions. Be accountable when your audience has issues. Make the audience experience feel personal.
Social Media-Exclusive Promotions-Announce deals, sales and contests through your social media profiles. Not only will this capture the attention of your existing followers, but it’s an easy way to grow your audience through sharing, retweeting, etc.
Be Mindful of Your Content-While you want your fans to follow all your platforms, you should make sure it’s worth their time to do so. Try to make sure they are getting a unique experience on each platform. While your Facebook could be used for more formal, long-winded announcements, make your Twitter more quippy and digestible. Maybe use Instagram for event photos and behind-the-scenes content.
