by tradesmeninsights | Mar 27, 2014 | Uncategorized
By Sandy Bucher, Media Engineer, Sonnhalter
The World Wide Web turned 25 years old on March 12. Do you remember life before that, when you wanted to get the latest news and information, magazines and newspapers were only available in a print version?
How times have changed, and the options to get information are numerous now. These days, if you have time to read the latest issue of your favorite trade magazine, but don’t have the printed version readily accessible, you can read the digital version on your smartphone, tablet or computer. When you subscribe to your favorite trade magazine, most of them offer a digital edition, so if you prefer to get your news and information digitally, you can. And in some instances, trade publications also offer an app that feeds information from those publication’s issues and websites for your reading pleasure.
Click here for a link from Trade Press publications that allows you to download an app for either their Building Operating Management or Facility Maintenance Decisions publications. If you’re in the facility maintenance field, check it out. And keep your eyes open for other trade publications that offer an app as well.
by tradesmeninsights | Mar 26, 2014 | Marketing Trends, Social Marketing, Traditional Marketing
Progressive contractors, I believe, are changing the way they are interacting with their manufacturers. When I ran across this research recently, it verified in my mind that it holds true.
HVACRBusiness recently released a new research study, “HVACR Contractors: Trends in the Adoption of Products/Systems & Management Approaches,” (download here), that highlights new trends on their involvement with manufacturers. I did a podcast interview with Terry Tanker, the publisher, to talk about the results of the research.
Here are some highlights.
They define a “High Yield” contractor as being more active in managing their business, have substantial revenues and are experiencing significant growth. In other words, The “A” players in the field.
- 93% get involved in the early stages of the selection process of new products.
- Contractors have even greater expectations for products/systems than 5 years ago.
- Contractors are expecting manufacturers to do more to help them compete and operate efficiently.
- The selling environment has become more business like and competitive.
The bottom line is that these “High Yield” contractors have made significant changes in their relationships with their manufacturers and expect more out of them. Among them the top three are:
- Making manufacturers more accountable for their products/systems.
- Offer more support.
- Make more objective decisions about products/systems/brands.
Bottom line – 70% are more likely to evaluate additional manufacturers and their products. You can’t depend on your sales rep going to see them personally to introduce a new product. By the time they get there, the contractor may be well down the selection process. Contractors, no matter what kind, are looking for good information, not a sales pitch, but information that can help them do their jobs. If you can do that, it will help keep you in the game.
by tradesmeninsights | Mar 25, 2014 | Marketing Tips, Social Marketing
If you’re active on Twitter, you probably have received a “thanks for the RT.” Saying “thank you” helps build brand loyalty and brings a conversational aspect to your tweets. We all struggle on what’s the correct etiquette for thanking someone on Twitter. Do you always have to say thanks? Are there other ways to show your gratitude?
Angie Schottmuller from Interactive Artisan did a guest post on Jay Baer’s Convince and Convert that was right on target with helpful do’s and don’ts regarding etiquette. Here are some highlights:
DO’s
- Follow the user – Review their profile and if they are a good fit, follow them.
- Reciprocate – Scan their tweets and see if one is applicable for you to RT.
- Retweet a Retweet – This is a good way to recognize the user and put quality content back into the stream.
- Conversational Mention – Reply with a conversational response about the post to get a discussion going.
DON’Ts
- Don’t put numerous RT’s back-to-back.
- Avoid peak content hours.
- Don’t put out a generic thanks. Always include a hashtag.
If you like this post, you might like:
7 Tips to Use Twitter to Generate Traffic and Leads.
by tradesmeninsights | Mar 19, 2014 | Marketing Tips, Marketing Tools, Marketing Trends
HVACRBusiness released a research study, “HVACR Contractors: Trends in the Adoption of Products/Systems & Management Approaches,” that highlights new trends on their involvement with manufacturers. I did a podcast interview with Terry Tanker, the publisher, to talk about the results of the research.
Listen to the podcast here.
You can sign up to get a copy of the study here.
by tradesmeninsights | Mar 18, 2014 | Events/Trade Shows
Photo courtesy of Brennan Industries – www.brennaninc.com
I recently returned from the 2014 Con/Agg Show in Vegas #CONEXPOCONAGG. As some people call it, the Disneyland for contractors. All exhibit hall, parking lots and staging lots were filled to the brim with equipment. Contractors were like kids in a candy store.
I’ve been going to that show for several years and it’s good to see that they are getting back to pre-2008 levels. In talking with exhibitors, distributors and contractors, they all seemed upbeat on what the future holds. Let’s hope their optimism is well founded.
by tradesmeninsights | Mar 12, 2014 | Marketing Tips, Marketing Tools
No matter what kind of promotion you’re doing, when going after the professional tradesmen, the bottom line is you want them to ask for more info and ultimately a sale. You can’t do that in an ad (print or digital) by itself. You need those that are interested in whatever it is you’re selling to go somewhere to get more info. Effective landing pages make it clear what the visitor is going to do/get for the site.
A landing page is ideal for a next step in the lead process. A good landing page will target a particular audience using a unique page that allows visitors to download the appropriate content (you wouldn’t have the same offer for say a tradesman and for a design engineer). They also help you track and monitor activity by offers so you know what works and what doesn’t.
Landing pages help segment markets, capture leads and make it possible to monitor advertising effectiveness.
- By directing them to a specific page with an offer and the appropriate form to fill out, it makes it more likely that they will complete the form and convert to a lead.
- If your visitors decide to download your offer, why not invite them to share your content?
- Lead nurturing is a very important part of the process. 50% of those who respond aren’t ready to buy just yet.
- 78% of sales that start with a web inquiry get won by the first company that responds.
- By sending a follow-up thank you to those that downloaded material, you have the opportunity to offer them additional info and downloads, as well as asking them to share this with others via social media.
If you like this post, you might want to read:
Product Landing Pages: Tips on How to Improve their Performance
The Best Way to Reach Professional Tradesmen: Drip or Closed Loop Marketing?
The World Wide Web turned 25 years old on March 12. Do you remember life before that, when you wanted to get the latest news and information, magazines and newspapers were only available in a print version?