by tradespeopleinsights | Jul 23, 2013 | Marketing Tips, Marketing Trends, Social Marketing, Traditional Marketing
Mobile is probably one of the fastest segments right now from a consumer’s point of view, and it’s only a matter of time before it impacts manufacturers and their distributor partners on how they will be conversing with their customers.
According to Econsultancy and Adobe Trend Report, mobile optimization is the number one opportunity in 2013 for marketers. That’s both the good news and bad news as we all are struggling on how to develop a mobile content strategy.
Contractors are always on the go and need and want to stay connected. The problem is what we connect them with. An article in Content Marketing Institute by Tobin Dalrymple highlights five ways you can grow your brand using mobile. Here are some highlights:
- Make your content readable on mobile – Studies suggest that 98% of small- and medium-size business websites are not mobile ready. You may want to consider a responsive website (one that senses where the inquiry is coming from and delivers it in the appropriate format).
- Make your site feel like a mobile site – use unique ways for people to interact by using things such as swiping or other touch points to make it more interactive.
- Create custom mobile assets – don’t put your whole site up. Focus on things that will help those contractors do their job better and more efficiently. Troubleshooting tips, parts availability or access to parts drawing.
- You don’t need a special app to have an effective mobile strategy – twice as many mobile news readers prefer a browser over an app.
Mobile is not going away; all of our challenges are to try to maximize the opportunities so our customers have a positive brand experience. The last thing we want to do is frustrate a customer because we didn’t do our homework.
by tradespeopleinsights | Jul 18, 2013 | Public Relations
Today we have a guest blog post from Rosemarie Ascherl, PR Foreman at Sonnhalter, discussing the evolution of the press release. Yes, it still is a legitimate marketing communications tool.
Ghosts from press kits past.
Perhaps this will date me, but I remember the days when issuing a press release on behalf of one of my clients meant printing copies, stapling and affixing 4×5-inch prints or slides, folding, stuffing in envelopes and metering for postage. Whew! Eventually, many media outlets requested that the press release be faxed.
The press release of today, while no longer issued on paper, still bears some similarities to press releases of yesterday. It should be well written, factual, using A.P. Style [which updates its guidelines each year]. Same as always, it shouldn’t present information in an opinionated or sale-sy style.
But, today’s press release must be written with digital in mind. It will appear online first, that is, if it is properly optimized. To be effective, it should be clear and very concise. This is not the time for long-winded sentences filled with industry jargon.
The headline, with proper key words for search, is key, and adding a subhead helps by adding more searchable key words near the top. It should include logos, photos, charts and videos to convey information. It should also contain two or more key links, directing readers to more information.
Because of digital, the modern press release is getting to its audience faster and with even less filtering than in the past. Now, press releases are often published as-is on blogs, websites and e-newsletters. At Sonnhalter, when we issue a press release on behalf of our clients, within minutes, the press release shows up on trade publication websites.
Occasionally, the debate will surface that the press release has run its course, and is no longer a viable marketing communications tool. Not so! Press releases are the perfect tool for boosting search rankings, driving people to your website, reaching media, bloggers, customers and sharing via social media.
by tradespeopleinsights | Jul 17, 2013 | Social Marketing, Traditional Marketing
Sometimes we’re so close to the woods that we can’t see the trees. As marketers, we’re all so busy trying to execute our plans, from using the latest digital options and lead nurturing programs, to doing some traditional direct mailers and participating in a key trade show that we often overlook the obvious – Referrals!
When was the last time you bought something major that you didn’t ask a friend or business associate what their thoughts were on that particular product or the proposed solution you were thinking about.
The professional tradesman is not different. He will ask another peer or a distributor friend about ways to solve the problem. That’s why word of mouth (WOM) plays such an important part. Here are some interesting stats:
- 92% of consumers trust recommendations from their friends (Nielsen).
- 80% of all B-to-C and B-to-B purchases involve some WOM recommendations during the purchasing cycle according to Forrester.
I recently downloaded a Referral Marketing Guide from Extole that outlines six steps to take to make sure your WOM program gets results. They not only give you the steps, but practical examples of how to incorporate into your current programs. They also give you case studies.
Here are the six steps they recommend you to follow:
- Create a compelling offer
- Promote a referral program
- Make it easy for advocates to refer
- Personalize the friend experience
- Keep referral programs top of mind
- Monitor and optimize the program
According to the study, WOM recommendations result in a 3-5 times higher conversion than other channels. It makes sense doesn’t it; you value the opinions of others. So as marketers, we need to harness the loyal brand advocates that we have and have them help folks through the selling cycle.
If you haven’t used a WOM campaign to reach those contractors, maybe it’s time you rethink your strategy. After all, we’re all in it to ultimately sell something, and WOM has proven that it will help the customer through the sales cycle by letting others help you sell.
by tradespeopleinsights | Jul 16, 2013 | Marketing Tips, Social Marketing, Traditional Marketing
We all face the challenge not only writing good content but getting it consumed. Most of us old-time B-to-B marketers get right to the point, just like Joe Friday, a detective in Dragnet, the TV series (way back before most of you were born).
Joe didn’t have time and was always getting to the point. One of his lines was “Just the facts, ma’am.” I wonder how he’d do in today’s environment of social media? I’m sure he wasn’t the life of the party.
So it’s a given that we’re good at giving them the facts, but is that enough? Great content needs to be useful and interesting.
So we got the useful part down, but some of us have a hard time inserting the interesting in it. A recent article by Andy Cresodina in the Content Marketing Institute, Great Content Meets 2 Criteria: Does Yours? outlines some hints that would help us in both areas.
Here are some highlights on keeping your readers happy:
- Give them a unique perspective.
- Use strong options or emotions .
- Use a little humor (we all need to lighten up a little).
- Tell them a story instead of spewing out the facts. Show them you’re human.
Here are some highlights on how to meet your readers expectations:
- Make content relevant. What’s in it for the reader?
- Make sure your facts are correct.
- Quote other reliable sources/stats to support your point of view.
These are some good tips for all of us to follow. Thanks CMI.
by tradespeopleinsights | Jul 11, 2013 | Uncategorized
Each month we’ll be featuring a blog post from our friends at MAGNET (Manufacturing Advocacy & Growth Network). MAGNET’s mission is to support, educate and champion manufacturing in Ohio with the goal of transforming the region’s economy into a powerful, global player. You can visit MAGNET online at manufacturingsuccess.org.
This post originally appeared on MAGNET’s Manufacturing Success blog and is reposted with permission.
Market Diversification: What Value Do You Bring? Part 1
Ken Walker, Senior Business Consultant, Program Administrator for Market Diversification
By Ken Walker, Senior Business Consultant, MAGNET
You’ve made “The Decision.”
No, I’m not talking about LeBron leaving Cleveland—I’m talking about the decision to move your company’s products and services into a new market.
Maybe it’s an allied market that uses the same type of products you produce. Or maybe you’re selling the exact same product but to a different kind of customer, for example consumer instead of industrial.
You’ve decided that, for the strategic growth of your company, you are willing to make the investment necessary. You’ve researched this new market’s key customers and key competitors. Your organization is primed, ready and willing to conquer this new territory.
However, before you go charging off, make sure the “new land” is receptive to your invading horde. In other words, in this new market, is anyone willing to buy what you are selling?
Consider: Why Might Customers Choose to Change?
When you decide to enter a new market, unless its an emerging technology market, it is very unlikely that you are the only supplier to the market. In most instances, existing suppliers will have been established for years. Even in markets where the barriers of entry are relatively low, it’s not easy to get customers to change without a compelling reason.
Here are some important reasons why a customer might be willing to change or add to their supplier base:
Not enough suppliers: Some industries have trouble maintaining a vibrant supply chain. The aerospace industry is an example of this, particularly if they are bringing to market a new plane. If you can meet standards or requirements, like AS9100 certification, a me-too product just might be successful.
Dissatisfaction with current supplier: Poor quality. Overpricing. Late deliveries. Poor service. These missteps can sink a supplier with any customer. For example, Motorola created the cell-phone market. But its lack of vision allowed new entrants to invade this exploding market space. The result: Motorola was marginalized in the market it created. Opportunities such as these can be exploited, allowing your company to be successful with a me-too product.
Supplier diversification: Sometimes customers just want to diversify their supply chain. If a customer is not comfortable having just one or two suppliers for a key component, they may be willing to slice up the pie and let you in.
Price: Customers are always looking for lower prices—and high value. If you are willing to compete on price, you may be able to buy market entry in some cases—until someone else is willing to undercut you. And there is always someone else.
Better value: In the end, customers are going to buy your products and services for the value they perceive. In most cases, believe it or not, this value goes beyond price. Yes, you have to be competitive, but if a lower price is all you have to bring, you won’t be at the table long. Someone will undercut you. Or you’ll find out that, in the long run, this market just isn’t worth your effort.
Define Your Company’s Value Proposition
So how do you define your value proposition for a new market or customer?
First, understand your own company’s core competencies. Understand what it is you do better than anyone else in your current industry.
Are you the low-cost manufacturer of widgets? Do you provide just-in-time service? Are you the technology leader? Does your product provide better performance? Lower cost of ownership? Easier to maintain?
Talk to a number of people in your organization to gain consensus on this important point. You’ll find different departments may have different perceptions on the reason for your success in your current marketplace.
Once you really understand your company’s key value proposition attribute, translate it into why customers currently buy from you, why customers keep buying from you and why new customers would want to buy from you.
Here are some examples of major corporations, core competencies and how they translated them into value propositions:
Sherwin-Williams
- Core Competency: Manufacturer and Distributor of coatings and related products
- Value Proposition: Equipment, supplies and solutions to get the job done.
American Greetings
- Core Competency: Creating expressive ideas in words and images
- Value Proposition: Enhancing consumers relationships through social expression
3M
- Core Competency: Applying technology to real world customer needs
- Value Proposition: Harnessing Innovation for your benefit
So what is your company’s core competency? What’s your value proposition?
Once you know and understand these critical attributes, it’s time to effectively communicate them to the new market and go after those new customers.
We’ll cover that in Part 2.
Click here to read the original post.
by tradespeopleinsights | Jul 10, 2013 | Marketing Tips, Marketing Tools, Social Marketing
Although the manufacturing sector usually lags behind in newer marketing tools, it’s time for you to embrace some of them, namely social media.
I’m not saying you have to be active in every venue, but in the B-to-B world there are certain elements like YouTube, SlideShare, LinkedIn. I’m also not saying that social media will be that silver bullet that will have customers lining up to buy your products. I will say that you probably won’t sell anything from being on social media. Then why waste your time?
The key to any tool is to know how and when to use it. Manufacturers are used to having control of the message and where it goes to which is fine. Social media is just a different way to gain exposure and increase traffic. A recent post by Heidi Cohen, 31 Actionable Social Media Marketing Tips Based on Research outlines the benefits of using social as well as tips that might help you. Here are some helpful hints from Heidi:
- share content across social media platforms
- make sure social sharing buttons are on blog and website
- write guest posts
- nudging customers to rate your products
- ask customers to share their photos using your products
- educate the market and continue to be a thought leader
What are you doing to maximize social media in your business?
