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.
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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.
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.
Mike McDougall gave a presentation at the PRSA International Conference on using the HUMAN method to connect with B2B audiences. Here’s the model: (more…)
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.
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.