by tradesmeninsights | Jan 31, 2012 | Marketing Tips, Marketing Tools, Social Marketing
Mobile media is here in a BIG way. Are you incorporating it into your marketing plans for 2012?
According to eMarketer, tablet users in the USA will reach almost 90 million by 2015. By 2015, there will be almost 150 million smartphone users.
So what can you do to dip your toe into the mobile market? I’d suggest you add a mobile component to an existing program and track the results.
Add a video via a QR code in an ad or on packaging that takes them to a helpful video. Do a mobile friendly landing page where they can easily find their closest dealer or store to buy.
Try something. Monitor the results and then try something else. This is the only way to get in since the choices are so overwhelming.
Here are a few other good reasons to incorporate mobile:
Integrating mobile marketing into your overall plans helps support every phase of the purchase cycle, based on data from eMarketer via Millward Brown-Dynamic Logic.
From a marketing perspective, it’s important to understand how and where consumers use their mobile phones. As smartphone penetration continues to increase, mobile phones are no longer just for talking. In fact, according to comScore, only one out of four owners use a phone solely for voice communications.
Mobile is here to stay so you should jump in sooner than later.
If you like this post, you might like:
Podcast: Why Manufacturers Should Be Using QR Codes
What Are You Doing to Insure a Successful QR Code Campaign?
Are You Considering Mobile Media as a Strategy to Reach Professional Tradesmen?
by tradesmeninsights | Jan 10, 2012 | Marketing Tips, Marketing Tools, Social Marketing
Content is King for more than one reason. One of the reasons we want to put out good-quality content is to become the thought leader in our market segment.
Content like white papers, fact sheets, case histories and webinars are just a few examples and might be used at different stages of the sales funnel. Online content is the fuel for new leads in the B2B arena.
It stands to reason that if people see that you both identify problems/issues and address possible solutions, that you not only will accomplish the first goal, but they might even identify themselves as a possible new lead.
A recent survey from MarketingSherpa was highlighted in a post in eMarketer.com that highlighted the kind of content customers are looking for. Highlights include:
- Why content marketing is essential to B2B leads.
- How B2B buyers use content.
- What type of content is best for generating leads.
- How marketers can leverage content marketing formats.
Sonnhalter is partnering with Joe Pulizzi, a nationally-known content marketing expert and founder of the Content Marketing Institute, in hosting a webinar on the growing area of content marketing for B2B. This free, one-hour webinar will be Thursday, February 2, 2012 at 1:00 p.m. EST. Participants can click here to register for the “8 Content Initiatives You Need to Seriously Consider for 2012” webinar.
by tradesmeninsights | Dec 15, 2011 | Marketing Tips, Marketing Tools, Traditional Marketing
Yes, I know the stats are overwhelming that of all smartphones today, over 50% connect to the Internet that way, and by 2014, 90% will be using mobile as a main way of staying connected.
A recent survey by Equipment World Magazine on those contractors that had smartphones:
- 85% view emails
- 81% use it to text
- 71% connect to the internet
- 52% use apps
- 24% visit social sites
- 20% watch videos
- 4% don’t use it for any of the above
Those are some impressive numbers and should tell us all that we’re missing the boat if we’re not including mobile marketing into our overall program.
But before you jump in right now, why don’t you ask the guy in charge of your web analytics to see how many people are coming to your site currently via a mobile browser.
I’m not saying you shouldn’t consider a strategy, but a QR Code isn’t a mobile marketing program.
I get a kick out of QR codes that go to the regular website that’s virtually unreadable. DON’T SEND PEOPLE TO A NON-MOBILE SITE.
If QR codes are going to be part of your strategy, then WOW them where you take them. That’s been one of the biggest complaints (disappointments) from most users that scan the code. If you put them on product packaging, make sure, for example, a how-to-use video is short and clear. Make them glad they went to the extra effort. Also tell them what to expect to get if you scan the code, i.e. a coupon, how-to video, chart to find the right size tool.
Beyond using a QR code, apps that help the tradesmen do their jobs are really a good way to connect with them. Calculated Industries has mobile apps for phones that allow a contractor to download specific calculators onto their phone. RIDGID has a digital level download for your phone. Something useful that a contractor can use.
Are you starting to think about a mobile strategy, or maybe you already have one in place? I’d love to hear about your success stories.
If you like this post, you may want to read:
What are You Doing to Reach the Young Professional Tradesmen?
Tablets and Smartphones are Changing the Way Manufacturers Will be Reaching the Tradesmen.
What are You Doing to Insure a Successful QR Code Campaign?
Are you Considering Mobile Media as a Strategy to Reach the Professional Tradesman?
by tradesmeninsights | Dec 14, 2011 | Marketing Tips, Marketing Tools, Traditional Marketing
Here are some facts we can’t ignore: According to Hubspot, mobile devices will be the number-one way we access the Internet by 2013. Comscore just released a white paper that shows in the U.S. right now almost 7% of Internet traffic is coming from non-computer devices with mobile phones leading the way.
So it begs the question – is your website optimized for mobile users? I recently read an article by Jamie Turner in Social Media Examiner, 9 Tips for Optimizing Your Website for the Mobile Users that I thought was very helpful. Here are some highlights:
- KISS – keep it SIMPLE.
- Plan your site layout – keep pages to a minimum and the layout simple.
- Match branding elements – make sure mobile site looks like your regular site (look and feel).
- Avoid Flash and Java – Apple products don’t Flash and many phones don’t support Java.
- Reduce the amount of text entry – use dropdowns, checklists or prepopulated fields when possible.
- Use mobile redirects – make sure your site has the correct software so it can identify a mobile user and send them to that version of the site.
Have you made sure your website is mobile friendly?
by tradesmeninsights | Dec 13, 2011 | Marketing Tools, Traditional Marketing
I caught up with Lisa Bordeaux from BlueVolt recently to talk about the importance of using online training. Everyone is looking for ROI.
BlueVolt provides online training centers for manufacturers, distributors, buying groups and trade associations. They have delivered more than 1 million courses to date. They have been a strategic partner of ours for over 5 years and have helped several of our clients in this area.
Lisa explains the differences of why Manufacturers and Distributors use it and why their reasons are different. She also talks about the different ways to learn – Observations, Conferences, Classroom and Self-Study.
Here are a few highlights:
Training – It’s not on fire (easy to push out) – but in our customers’ experience – it’s one of the most significant things you can do for the bottom line. We have customers telling us certified people are outpacing their industry averages by 16-24% YOY. Not sure what other efforts have that impact.
Training – get it as close to the guy as possible – usually folks have 10 minutes in the afternoon to learn something – our buying group customers – say their member employees spent the ten minutes surfing a supplier site for product information – but by bringing it all in one place and putting the incentives on it, like we do – they spend the 10 minutes becoming better sellers – and that’s time well spent.
Enjoy. Listen here.
by tradesmeninsights | Nov 29, 2011 | Marketing Tips, Marketing Tools, Social Marketing
No Bullshit Social Media by Jason Falls and Erik Deckers is true to its title.
They take the mystery out of it and explain in a no-nonsense way how to get the most out of Social if indeed you jump in. And it’s about the ultimate goal – driving business.
This easy-to-read book highlights if you should be in social and how you should approach it if you are. Since they both come from the marketing side, they not only show practical examples of both BtoB and BtoC users, and how you can integrate social media into your overall strategy. Highlights include how to plan, implement and monitor.
