by tradesmeninsights | Sep 4, 2012 | Marketing Tips, Social Marketing
What’s your social media plan – Ready, Fire, Aim?
Most businesses’ social media plans fail because there isn’t a plan. Starting a Facebook account or blog with no plan on how they will react, not only with each other but with the rest of your marketing plan, is a disaster waiting to happen.
I read a good article by Jim Belosic on Social Media Examiner that outlines some pretty straightforward tips for your social media efforts to be successful. Here are some highlights:
- Make a commitment – establishing yourself and your company doesn’t happen overnight. You need to make a commitment of time, energy and resources to ensure its success.
- Find your best fit – go where your customers or potentials are. It could be Facebook or LinkedIn. Search for your business on sites like Yelp to see where you are mentioned.
- Create expert content – don’t promote yourself; promote conversations about issues that affect your followers. This will help engage and position you as a thought leader which is one of your main objectives.
- Delegate tasks – as you grow your social presence, don’t get overwhelmed. Get help and recruit more team members. You don’t have to do it alone, but should manage others efforts.
Do you have a plan? Can you add to this list?
by tradesmeninsights | Sep 3, 2012 | Uncategorized
Happy Labor Day! We need to take time to say thanks to all the tradesmen that we come into contact with on a regular basis. What would we do without the electricians, plumbers, HVAC professionals? How would our factories run smoothly without all the MRO professionals out there?
Sonnhalter salutes America’s professional tradesmen and laborers on this very special holiday. Our working force built this country. And it’s because of each and every American’s labors that we enjoy the freedoms we have today.
At Sonnhalter, we earn our own living by marketing to professional tradesmen in industries like yours…from construction to industrial to MRO. To show our appreciation for such hard-working individuals, we offer a tip of the hardhat and our sincere thanks.
However you celebrate your Labor Day, enjoy it. You’ve certainly earned it.
by tradesmeninsights | Aug 28, 2012 | Uncategorized
Today we have a guest post from Derek Singleton from Software Advice, a company that helps companies pick the right software whether it’s for an application or industry. Derek has been a guest blogger before and it’s always good to get someone else’s insights. Enjoy.
Want a Construction Job? Get These Skills
In the construction industry, jobs are hard to come by. But a June report released by the Associated General Contractors of America (AGC) indicates that–at least in some states–it’s getting easier. In the report, the AGC finds that 20 states added new construction jobs.
According to AGC data, states with highest percentage of job gains are Montana and Wyoming which posted 12-month growth rates of 15.2 percent and 13.7 percent, respectively. At the opposite end of the spectrum are Alaska and Wisconsin with respective losses of 20 percent and 10.6 percent.
To find out what’s driving these job losses and gains, I recently caught up with AGC’s Chief Economist, Ken Simonson. In my conversation with Simonson, he highlighted three main drivers behind the current trends in construction employment:
- Low vacancy rates are spurring investment in apartment complex construction.
- The acceleration of natural gas extraction is fueling related construction job growth.
- Manufacturing investment is leading to new manufacturing facility construction.
So what kinds of jobs fit well with these market drivers? Below I’ll profile a few relevant professions currently in demand.
Apartment Complex Construction
Apartment construction requires nearly every kind of construction trade on the job. However, there are a few particular positions that are particularly high demand.
Carpenter: Naturally, carpenters are in high demand as more complexes are built and they’re needed for everything from framing to setting crown molding.
Millwork: The millwork trade is in high demand to produce the doors, crown moldings, window casings, etc. needed to finish an apartment.
Electrician: Electricians that are familiar with multi-family electrical wiring and know how to run standard power distribution to lighting and other outlets in apartments are needed to provide power to an apartment.
Natural Gas Extraction
The growth in natural gas extraction from underground shales is also supporting new construction jobs. The majority of these jobs involve heavy construction or civil engineering.
Earthwork and Excavation: The earthwork industry is needed on natural gas extraction for everything from mining the minerals that are used in extraction to clearing roadway to the drill site.
Civil Engineering: Of course, effectively planning these roadways requires civil engineers that can plan the infrastructure of these projects.
Manufacturing Facilities
Construction jobs are also being supported by the uptick in domestic manufacturing, which is prompting manufacturers to build new facilities in the U.S. As a result, there are two main professions that are in high demand.
Iron work: Iron work professionals are needed to put together the large steel frames that facilities require. Within the iron work profession, welders are among the most in demand professions as certified welders are hard to find given that it can take several years to achieve certification.
Electrician: Commercial electricians are needed when constructing a new manufacturing facility because of the need to install power and controls to motors and HVAC systems at the facility–in addition to the need to run power distribution directly from an electrical grid.
If you’re interested in learning more about how these jobs (and skills) fit into the trends I highlighted above, please stop by Software Advice to check out my original article and leave your thoughts here.
by tradesmeninsights | Aug 22, 2012 | Marketing Trends, Social Marketing, Traditional Marketing
GlobalSpec recently released its annual marketing trends report for the industrial sector. The online survey identified trends, challenges and anticipated expenditures in the Industrial market.
Their surveys usually give a relatively good pulse of what’s happening in the space. As I said in my headline, it should come as no surprise that the Industrial market is holding its own especially when you compare it to the last few years.
Here are some highlights:
83% of companies anticipate increased sales over 2011
35% of companies are spending more on marketing in 2012
67% said customer acquisition/lead generation is their primary focus
68% said they would increase spending on webinars
It seems like lead generation is still at the top of priorities. It’s good to see that companies are starting to integrate digital and traditional marketing programs together with online taking more of a role. It was also nice to see more and more manufacturers are starting to use social media with LinkedIn being the most used followed by Facebook.
The report is only 18 pages and is an easy read. Hope you get something out of it.
by tradesmeninsights | Aug 21, 2012 | Marketing Tips, Traditional Marketing
Customer service. We all say we have it, but what is it? Where does it start?
Unless you are offering something you can’t get anywhere else, then you’re going to have competition from someone. So what makes your customers or potentials want to do business with you instead of them?
Assuming you have a good product then I’d say the customer experience would be the major deal sealer or breaker. Customer service starts the moment someone from your company answers the phone through the sales process and follow-up with your customer service department if a question or problem arises.
I guess what I’m trying to say is your company’s customer service should start with every employee. Those that are on the front line (be it a CS or delivery man), they have the one-on-one contact with the customer and can sway future purchases by their actions or inactions. We all build our business around repeat sales so everyone in the company needs to be goodwill ambassadors. The challenge for all of us is to find the friction in our process and smooth it out.
Let me give you two examples of positive CS experiences.
1- I recently had to go to Buffalo for an association/trade show for one of our new clients. The host hotel was the Buffalo Hyatt and we stayed there. They were going through some renovations like any other hotel, but I seemed to notice that everyone who worked there had a very positive attitude that was focused on the customers and it showed. When we checked out and our car came from the valet, it was filthy dirty (it was clean when we checked in) and I come to find out from the valet that they park guest cars outside so they can retrieve them quicker for guests. Needless to say, the positive experience of the last three days was ending on a sour note. The next day (Sunday), I get the standard thank you for staying at the Hyatt, yada, yada, yada, and if there is anything that we could do to improve our service, please email me (general manager). So I did, explained my story and in less than 15 minutes had a response from him apologizing and crediting our bill for $30 to get a car wash. The end result when/if I’m back in Buffalo, there is a better than 50/50 chance of me staying there again.
2- At that same show, I had the chance to talk to several dealers for this new client and asked them why they did business with Buyers Products. They all said it was because they made a good product, but more importantly the main reason is they did what they said they were going to do, when they said they were going to do it, and if any problems arose, they had their back with any product problems. Several told stories of how they needed product over the weekend and their salesman would actually deliver it to them before Monday morning. They are in a very competitive market and are growing at a pace that outsets the industry standards. Wonder why?
The key for us all is to follow our customers’ experience. From how they find out about you through the repeat orders. If there is friction along the line, work to smooth out the process so your customers have a positive experience.
by tradesmeninsights | Aug 15, 2012 | Marketing Tips, Traditional Marketing
I believe we all struggle with writing the kinds of emails that will make prospects take some sort of action. We’re careful not to sell too much or give away too much info, but where is the balance, that sweet spot that makes the difference?
I ran across an article by Ben Settle on Copyblogger that I thought was interesting, and I wanted to share some of his insights. He calls his writing style “infotainment.” It’s a way to present your content in a way that’s fun to consume but still delivers value at the same time.
I think those of us in the B-to-B space and especially the manufacturing sector are so focused on the features/benefits of what they are trying to sell that we don’t engage our target audience.
Here are three tips for us to consider:
- Inject your personality into every email – show customers the real you; maybe even crack a joke!
- Storytelling – stories are naturally entertaining and it’s easy to process info from them.
- Culture references pop – work something in (where possible) about the latest craze, TV or current event.
What are you doing to get people engaged in your email campaigns?
