by tradesmeninsights | Dec 3, 2013 | Marketing Tips, Marketing Tools, Marketing Trends
When you go to all the work to create great content, don’t miss out on opportunities to share it. We’re all guilty of getting into a routine when creating content and rarely deviate from it, whether it be because of time constraints or just laziness. The point is, we need to shake it up a bit sometimes.
According to 2014 B2B Content Marketing Trends, there are over two dozen tactics that you could use. Here are some that I think are important in going after the professional tradesman:
- Offer useful info on your website – Make sure to include topics that help folks through your selling cycle.
- Industry newsletters – As you collect email addresses, send out a regular newsletter quarterly or monthly. If you are selling to several different audiences, segment the newsletters so they will be more meaningful for those who read them. A plumber probably isn’t interested in something a HVAC guy would be. Don’t be concerned about the size of it, but the quality of it. I’d rather be regularly communicating with 500 key prospects than 5,000 unqualified ones.
- Case Studies – By market or application are in high demand by your target audience. Tradesmen like to see what their peers are doing and the results. Post on your website, use it as an e-blast to your targets and have them reprinted so your sales force has something to hand out.
- Videos – How to and feature and benefit videos are an easy way for you to get your point across. Put it on your website, and put it on YouTube (create your own channel) with the appropriate search terms.
- Online Presentations – Take those PowerPoints you do everyday on why you’re better than the other guys and put it on your website, along with putting it on SlideShare with appropriate key words.
- Podcasts – Even if you don’t have a blog, you can utilize this tactic. Interview an industry leader on the issues of the day or what’s coming down the line that might impact your reader. You can use it again on your website and do e-blasts to targeted audiences.
Those are some highlights from my point of view. Whether it’s utilizing these tactics or others, step outside the box and try other things. You’ll be glad you did.
by tradesmeninsights | Nov 13, 2013 | Marketing Tips
Other than me writing about stuff, there are ways that you can change it up and throw in some outside options about issues. The most common way is to ask someone who you know and respect to write a guest post for you and your target audience.
I have found that interviewing industry leaders, either in a Q/A format, or better yet, interviewing them for a podcast, has proven to be very beneficial and useful for our audience. Here are some steps that I use that might be helpful:
- Pick an appropriate topic that would be of interest to your audience.
- Identify an industry expert that would be willing to go on the record with an option.
- Focus the interview/podcast on a focused subject. General topics don’t normally do well.
- Get the questions to the interviewee before so they can contemplate their response.
- Get interviewee’s input in finalizing questions.
- I find that the fireside chat format (more conversational) works best.
- Put them at ease, especially when doing a podcast (tell them this isn’t live and if they want to re-answer a question, we can do that and edit it).
- Get them a copy prior to going live for final approval.
- Let them know when it does go live and supply them a link in case they want to promote it.
- Thank them. You never know when you want to reach out to them again.
Hope these ideas help.
by tradesmeninsights | Nov 12, 2013 | Marketing Tips, Marketing Tools, Social Marketing, Traditional Marketing
B2B prospects tend to be well on their way through the buying process before they even identify a company. Don’t you want to be one of those they contact?
In the 3 years that I’ve been doing a blog, I’ve seen more and more interest and yes, business that has originated because of what folks read on my blog. In many cases, by the time they identified themselves, we’re already talking strategy and have won the business. It’s a nice position to be in.
I recently read a post by Heidi Cohen, How to Make Your B2B Blog Your Content Marketing Tool that outlines 10 steps that will help you get there.
Here are some key takeaways:
- Understand your audience.
- Do an editorial calendar that ties in with your other promotional activities/events.
- Optimize content for findability via search engines.
- Distribute content by building regular readership either by RSS or e-newsletters.
- Use other social platforms to promote your content.
Blogs are time-consuming to do,but if you’re going to do it, then do it right. It’s a great way to stay in front of prospects on an ongoing basis, builds your credibility in the space you’re in and ultimately generates new business.
If you like this post, you may want to read:
Blogs that Reach the Professional Tradesman
by tradesmeninsights | Nov 5, 2013 | Marketing Tips, Marketing Trends, Social Marketing, Traditional Marketing
As we start planning for 2014, ask yourself this question:
When was the last time you took a hard look at where your marketing budget is going?
B-to-B budgets, while on the mend from the last few years, are not growing at the same rate as the tasks we are being asked to do. We all are creatures of habit and tend to go and support things that we’ve used in the past and have been successful.
Do this simple exercise. Pull out a spread sheet from 3 years ago where you have all your line items. I’ll bet you didn’t have things like lead nurturing, responsive websites, mobile apps, mobile marketing or content marketing as part of your radar a few years ago.
Yes, over the past few years you may have dabbled in a new tactic, but have you done enough to see if there has been any impact on your brand? I’m not saying you should abandon your current tactics, just make sure you’re not missing any opportunities that might help you sell more. You go to the doctor for your annual visit, don’t you? Why not put your marketing budget through the same type of process?
You may even want to get someone outside your organization who is familiar with your markets to review line items and make suggestions as to what you might want to try or include moving forward.
By using an outsider, you’re not worrying about someone trying to sell you something, and for some reason, outside consultants somehow get the ear of the C suite easier than you or I would.
Good luck in your planning process and at least set aside a portion of your budget to try new things.
by tradesmeninsights | Oct 24, 2013 | Marketing Tips
Today we have a post from PR Engineer Rachel Kerstetter sharing some thoughts on business cards.
When I first started at Sonnhalter, the day that I was issued my own business cards was a good day. It was exciting to have new cards with my shiny new title, but a comment made by a fellow PR professional lead me to wonder if business cards still matter.
Last fall, I was volunteering at an event for students and was placed at a table with another PR professional. At the end of the lunch, I gave the students my card and encouraged them to connect with me on LinkedIn. The other professional said, “I never bring cards anywhere with me since anyone can just find me on LinkedIn anyway.”
Her comments got me thinking about my business cards and wondering if they were still valuable. My observations and experiences over the past year have brought me to the conclusion that business cards are still relevant.
Business cards:
- Enforce your branding, with your logo, corporate colors, tagline and job title.
Sonnhalter’s branding is apparent on our business cards
- Make you easy to find by spelling out your contact information, and in my case, my long last name.
- Stick around. Often your card will find its way into someone’s pocket, and at the end of the day your card will end up being added to their existing business card collection.
- Get shared. How many times have you been asked for another card because someone gave away the only one you had given them? How many times has a friend or colleague handed you someone’s card and recommended you check them out?
One small piece of cardstock can go pretty far in beginning professional relationships.
by tradesmeninsights | Oct 23, 2013 | Marketing Tips, Marketing Tools, Marketing Trends, Traditional Marketing
I think everyone realizes by now that mobile is the fastest growing segment of the business. While the biggest impact is on the retail markets, B-to-B usage continues to grow. So should you have an app? The answer to that is, will your app give value and help your targeted user with practical things? If yes, then you’d better get rolling.
comScore data shows that 63% of mobile commerce happens via a smartphone. Don’t take these retail numbers for granted. From a B-to-B perspective, giants like Amazon are leading the way in this category. That means that a consumer can buy a book as easily as a hydraulic fitting using a smartphone.
So the questions you have to ask yourself are this: do I have a mobile website, and if I do, is it optimized for smartphones and tablets? If not, you need to get a responsive designed site sooner than later. But just because you’ve built an app doesn’t mean people will come.
I recently read a post by Heidi Cohen, 21 Ways to Promote Your Mobile App that gives you quick ideas on how to promote. Here are some highlights:
- Promote your app on your website
- Promote your app on your mobile site
- Get your app in iOS and Android app stores
- Use it in self promotion from emails to QR codes in print and digital ads
- Promote it on your business cards and email signature
Let’s not waste an opportunity.
If you like this post, you may want to read:
Mobile Marketing to the Professional Tradesman – What are you Doing?
Things to Consider When Using Mobile to Reach the Professional Tradesman.
Is Your Website Mobile Ready for the Professional Tradesman?
