by tradesmeninsights | Sep 30, 2014 | Marketing Tips
My grandkids went back to school last month, and after having a very active summer, I asked them if they were looking forward to going back to school. They both agreed that they were, and when I asked why, some of the answers surprised me.
I expected to hear that they were looking forward to seeing old friends that they had not stayed in touch with over the summer. They were a bit apprehensive about meeting their new teachers and what the next grade had in store for them. But at the same time they were looking forward to learning something new.
I thought that their insights could be useful for all of us in business as teachable moments.
- Going back to see old friends – When was the last time you called up a long-standing customer you haven’t talked to for some time to see how they are doing and thank them for their business?
- Apprehension on meeting new people – What are your new challenges? Is it calling on some new key potentials or joining a professional group that would help improve your job skills?
- New challenges – What are your goals to learn something new? Get active in a LinkedIn group, take an online course or go to a seminar that will help you do your job better.
I guess the key, to me, is we should never stop learning.
I know with all the things in both our personal, as well as professional lives, it’s sometimes hard, but I think we need to step back occasionally and re-evaluate what we’re doing.
What are you doing to challenge yourself?
by tradesmeninsights | Sep 25, 2014 | Marketing Tips, Social Marketing
Rachel Kerstetter, PR Engineer
Awhile back, we presented a webinar on social media for industrial manufacturers. Many in our clients’ industries wonder if social media is worth their time, and we typically say yes.
Social media is a broad and sometimes intimidating part of marketing. To simplify it just a little, we focus on the four areas where we see manufacturers receiving the greatest value:
- YouTube
- SlideShare
- LinkedIn
- Blogs
To get the scoop, you can watch the webcast on YouTube and follow along on the slides below.
by tradesmeninsights | Sep 24, 2014 | Marketing Tips, Traditional Marketing
We all have a list of customers’ emails in some assemblage of order. What are you doing with them? Let’s not assume just because someone is currently buying from you that they will continue to do so. You need to continue to reinforce why they should do business with you and it doesn’t have to be a sell piece. Give them something of value that they can use in their business. A quick installation tip. A calculator link to help them figure out how much product they need.
Besides the emails you already have from current, past and future customers, what are you doing with all the leads you’re getting from digital sources?
Digital media is a great way to build on to your existing database list and start nurturing them along your selling cycle. By using an email marketing tool, you can build silos by market or by where they are in the buying cycle so you can tailor messaging to each.
Here are a few tips in developing your lists:
- Get their permission – send them an email that you’d like to keep them on a list to send out valuable info on a regular basis that would help them.
- Ask questions – when sending out the initial request, give them options of things that might interest them, i.e., markets, product or applications that they would find useful.
- Get them engaged – invite them to a webinar or send them a how-to video or an e-book if you have one.
- Stay on topic – focus on what you do. You’re trying to build brand awareness and credibility.
- Respect their time – experts say you shouldn’t send more than 2-3 emails a month. My recommendation is start with 1.
- Monitor who’s reading them – by using an email marketing tool, you can see who opened and read your message. If they’re regulars, you may want to pass them on to the sales force as a soft lead for them to reach out to.
By developing a list and starting communication with them, you’ll be able to see response rates increase and hopefully sales as well.
If you like this post, you may want to read:
Email Marketing: Is this the Best Way to Reach the Professional Tradesman?
Why Email Marketing is so Important in Nurturing the Professional Tradesman
by tradesmeninsights | Sep 23, 2014 | Marketing Tips, Social Marketing
With all the content marketing and social media options that are out there, where does a manufacturer start to ensure their brand gets noticed? What are you doing to build both your brand and your social media strategy?
I recently read a good article on Convince and Convert – 10 Company and Product Branding Tips from Microsoft that I found to be interesting, and most are applicable to the B-to-B space as well.
Here are some highlights:
- Focus on one brand – This is especially true for smaller manufacturers with limited resources. You can’t be promoting both the company and a branded product line. Go with promoting the company. Use the same logo and description in all media channels.
- Consistent messaging – Keep the message the same across all channels. Stick with the basics – who you are, what’s the product and why should I care?
- Not all brands are equal – Depending on who you are and the audience you’re trying to reach, you don’t have to cover all the social media options. Cover the ones where your customers frequent the most.
- Big picture – If you are in a bigger company with multiple people managing different silos, there needs to be someone overseeing the BIG picture.
- Bigger is not always better – Don’t worry about the number of followers; be more concerned that they are the right ones. If they are, they will share your content with their peers.
- Manage your content – Watch what engages your audience and give them more of the same.
These are just some of the things that will help you grow your brand.
by Sonnhalter | Sep 22, 2014 | Insiders Guides
Dallas Insider’s Guide
Welcome to Big D — Dallas, Texas! They say everything is bigger in Texas. And that includes the fun. To help you with that, we’ve put together the Sonnhalter Insider’s Guide to Dallas. It’s our way of cutting through the clutter to let you know about the city’s biggest, bestest restaurants, shows and sights. We asked some of our Dallas pals for their recommendations on where to sample some of the local cuisine — and not just barbecue and Tex-Mex either. (’Cause “Big D” can also stand for “Delicious.”) We wanted those secret locales that only the locals know about. After all, at Sonnhalter, we not only like to get our hands dirty…we like to get them nice ‘n’ greasy too!
When you’re not convening at the Convention Center, make sure you get to see the sights in Dallas. And remember, some of the area’s attractions are in nearby Arlington and Fort Worth (which are closer than the length of some Texas ranches). Enjoy your stay in the Lone Star state!
by Sonnhalter | Sep 22, 2014 | Insiders Guides
The city of Boston (pronounced “Baahhs-ton” by Bostonians) has plenty to offer in terms of food and fun. But where do you begin? That’s where the Sonnhalter Insider’s Guide to Boston comes in. It’s our way of helping you cut through the clutter to find the city’s best restaurants, nightlife and sights. We asked some of our Boston friends for their recommendations on the best places to chow down on chowder without spending a lot of clams. (You know, those secret locales that only the locals know about.)
Because at Sonnhalter, we not only like to get our hands dirty…we also like to get our lobster bibs messy. So, when you’re not convening at the convention center during the NECA Show, take some time to enjoy a real taste of Beantown.
