by tradespeopleinsights | 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.
by tradespeopleinsights | Sep 18, 2014 | Events/Trade Shows
Rachel Kerstetter, PR Engineer
The 30th edition of IMTS (The International Manufacturing Technology Show) 2014 was the fourth largest IMTS in history and the largest six-day show ever with registration of 114,147 representing 112 countries. [Read the Press Release Here]
I was able to attend IMTS two days last week and the one main impression that I walked away with is that IMTS is a huge show. Although I made a point to visit all four halls at McCormick Place in Chicago (North, South, East and West), I regret that I could not see it all. I spent most of my time with one of Sonnhalter’s clients in the North hall and kept busy most of the time.
IMTS takes place every two years and the 2014 show stats are impressive:
- 2014 registration was 13.9% higher than 2012
- 2,035 companies exhibited
- Exhibits covered 1.282 square feet
- 17,767 students, educators, administrators and parent chaperones (double the 2012 numbers)
I had the opportunity to talk with exhibitors, attendees and media at the show and all of them had similar comments on IMTS being an impressive and very positive show. Here were some of my personal highlights from the show:
- Every client booth that I visited was busy and their teams reported gathering quality leads
- There were a lot of students who visited the show and they asked excellent questions at the booths such as, “What does your company do?” “How does this machine work?” “Where would I see your products in my everyday life?” and many more. The exhibitors were more than happy to answer their questions.
- Manufacturing growth and technology advances were evident everywhere I turned, from the world’s first 3D-printed car [more on that here] to highly advanced machines and robotics and many other areas that I’m excited to learn more about.
- Having an Insider’s Guide to a trade show city is incredibly helpful. It can be intimidating to find a place to have dinner or grab a drink when a city, like Chicago, has so many options. The Insider’s Guide to Chicago definitely helped many IMTS attendees find some great places.
Did you attend IMTS this year? What were the highlights of the show for you? Will you be at IMTS 2016?
by tradespeopleinsights | Sep 17, 2014 | Marketing Tips, Marketing Tools, Social Marketing
For those who follow me on a regular basis, you know I’m a big supporter of blogs. It seems that most companies now are at least considering doing a blog.
Here are a few good reasons you should consider a blog for your company:
- Websites are mostly static – Once a contractor has been to your website, why does he need to go back? He knows who you are and what you do. If you don’t get him to follow you on an RSS feed or fill out a form to be on a mailing list, you basically have lost most visitors.
- Thought leadership – One of the main objectives of a blog is to set you and your company apart. What better way to increase your brand awareness and generate new leads?
- Keep your customers/prospects coming back – When you publish new content on a regular basis, customers and prospects keep coming back. It also allows for interactions with both categories.
- Re-purpose content – You can take a current post and use it on Facebook, Twitter and LinkedIn to gain additional exposure.
- Blogs can provide additional in-links – Once you establish yourself as a thought leader in a category, others will begin to link back to you and this will alert search engines that you must be saying something important.
Blogging is a collaborative process. You need and want to interact with your audience.
Here a few tips on writing a good post:
- You need a catchy title – Like anything else, if you can’t spark an interest, folks won’t click on to read your words of wisdom.
- Know your audience – Know what issues are affecting them on a regular basis.
- Have an opinion – People follow you because you give them a unique insight. Set yourself apart.
- Be yourself – Let your personality shine through. Write like you talk. Inject some humor when appropriate.
- Engage your readers – Ask for opinions, or if the subject matter is somewhat controversial, ask for a counter viewpoint.
Blogs are a lot of work, but if done properly, can set yourself apart in your market and ultimately get you new customers.
by tradespeopleinsights | Sep 16, 2014 | Marketing Tips, Social Marketing
Let’s face it, we’re all in this for the same reason. To talk with people who share the same interest and could possibly be or refer us a new client.
So in order to get them to give up their email, we better come up with some interesting and helpful stuff that will make them want to be in our book for future gems. It’s not only what you have to say, but how you say it. Beyond being potential customers, these contacts can be your best friend by sharing it with their peer group.
I recently read a blog post by Ramsay Taplin in Copyblogger, 5 Subtle Writing Strategies That Drive Email Signups that I thought had value for the B-to-B community. While all may not be applicable to your world, he raises some good tips for us to consider:
- Use time-sensitive language – people are afraid to miss out on something. An example, for a webinar, space is limited, sign up now.
- Standing out from the crowd – tell unusual stories to get your point across. This is especially true when talking about more technical or drier topics. Add a personal touch or a little humor. Everyone loves a laugh.
- Include social proof – demonstrate that they won’t be the first. Put up comments from other subscribers as to what they are getting out of it.
- Develop and test different landing pages – Yes, you will ultimately end up with the names, but how you might ask for them will bring different results.
- Write for people and search engines – Yes, your message is ultimately for people, but search engines help spread the word to others looking for similar information.
Oh, by the way, if you want to get more gems from me, sign up here for my monthly newsletter.
