by tradespeopleinsights | May 24, 2011 | Marketing Tips, Social Marketing
One of the biggest challenges marketers face, especially in the B-to-B market, is trying to sell something to their bosses who don’t really understand. Social media falls into that category more times than not. It’s hard for management to allocate resources to something they don’t have their arms around.
So you need a plan, and I recently read Social Marketing to the Business Customer by Eric Schwartzman and Paul Gillin that outlines some tips on helping you get both a budget and resources to get the job done. Here are some highlights:
- Identify your target buyers keywords – Identify and track words that would identify a potential sale. For example, if you were in the material handling business and the key words “new lift trucks” came up, there might be an opportunity for you to start a conversation.
- Evaluate your customers, suppliers and most importantly, your competitors – If you can show your bosses that other folks in your market are utilizing social media, it will help in making your case. We usually offer to do, for clients or potentials, a quick audit of their competitors, key words and phrases in their space to see what kind of activity there is.
- Position social media as an extension of your current marketing efforts – Social is just another tool in the marketing tool box so make sure you integrate it into current efforts.
- Support the existing culture – If your management gets social media it will be easier to sell and monitor activities. If they are less familiar they will want more control as well as metrics. Fortunately, it’s the most measurable media out there.
Bottom line is, do your homework to show that social is being used by your customers and competitors. Show them who’s on Twitter or is blogging. Pull up a mobile app or show them a relevant group on LinkedIn or a forum they should be participating in with your customers. The more tangible example, the better.
by tradespeopleinsights | May 19, 2011 | Marketing Tips, Traditional Marketing
Email marketing is still a very good B-to-B business tactic. But like anything else, you’re always fighting for the attention of the professional tradesmen. Contractor’s inboxes are just as loaded as the rest of ours, so what do we need to do to get him to open ours?
Here are 5 tips to consider:
- Identify yourself – If they don’t know you, they probably won’t open it.
- Attention-getting subject line – Keep it short and benefit oriented.
- Provide relevant copy – What’s in it for me?
- Keep your copy focused and short – Get to the point; use bold headlines and give them a call to action.
- Build a good list – Use your existing customer lists but also ask your sales force for a list of its prospects and don’t be afraid to rent a reputable list.
Those are some of my tips. What’s working for you?
If you like this post, you might also like:
5 Tips to Improve Your B-to-B Direct Marketing Efforts.
by tradespeopleinsights | May 18, 2011 | Traditional Marketing
I just got back from the ISA Show in Chicago. Most of the manufacturers that I talked to were pretty upbeat on business in general, but were somewhat disappointed with the turnout of distributors for the booth session. Sunday was slow in the morning and spotty in the afternoon. Monday it was a slow start, but traffic picked up around noon.
I left Monday, but I’d be interested in knowing how many people showed up for the closing luncheon. I liked it better last year in INDY where they closed the booth session down for the luncheon.
Is it me, or are 4 days for a meeting like this too much? I’ve got to think that a two-day affair could certainly accomplish what needs to be done. Anyone agree?
by tradespeopleinsights | May 17, 2011 | Marketing Tips, Marketing Tools, Marketing Trends, Social Marketing
The professional tradesmen don’t go anywhere without their cell phones, and there’s a good chance that those phones are smartphones (50% of Americans will own a smartphone by the end of 2011). They depend on them everyday on the jobsite. So are you missing an opportunity?
I recently read a post by Heidi Cohen, 6 Must-Do Mobile Marketing Tactics that outlined some things for you to consider if you’re contemplating getting into mobile apps. Here are some highlights as they would apply to the professional tradesmen:
- Understand your goals – You need to determine your strategy and how it fits into your existing marketing plan.
- Know your market – Beyond identifying your audience, you need to figure out what kinds of things would be most useful for a contractor of a jobsite.
- Mobile websites – Make sure your existing website is formatted for mobile. Make sure the content you do have there is applicable to the contractor’s “on the go” needs. Make fields larger, make sure you have your logo and encourage action.
- Mobile search – Beyond your normal optimization, combine with mobile CTR. Don’t forget to to include local content like where the closest distributor of your products are.
- Mobile e-mails – Since e-mails are the most used application, why not develop an e-mail plan specifically for mobile? If your sales guys are demoing a new product at a local Depot, let them know about it and offer them a discount coupon for stopping by.
These are just some ideas on how to capitalize on mobile. If you’ve got an existing mobile program going on, I’d like to hear what you’re doing.
If you like this post you might like:
Mobile Marketing for B-to-B: Change in the Air(waves)
56 Mobile Marketing Facts
by tradespeopleinsights | May 12, 2011 | Marketing Tools, Social Marketing, Traditional Marketing
Thought leadership starts with establishing a point of view.
I would imagine that most of us would like to be considered a thought leader in our respective business categories. A thought leader gains credibility with the market and over time becomes a trusted source.
The key word is over time as this is a long-term commitment on your part. If you’re going to make that kind of commitment, you need to have a plan. GlobalSpec has a good white paper, How to Become a Thought Leader in the Online Era, that’s worth reading.
Here are some highlights:
- What is your company’s position on how the industry you’re in is changing?
- What kind of challenges will your customers be facing?
- How are you addressing these issues that will affect the industry?
- What kinds of innovations are coming down the road that might impact the industry?
- What differentiates your company from the pack?
You need to draw a line in the sand and make a statement. If you start by answering the questions above, it will get you going down the right path. Once you have a point of view, it’s important to communicate that through your existing marketing and PR efforts, both traditional as well as social.
I’d like to hear what you’re doing to become a thought leader in your industry.
by tradespeopleinsights | May 11, 2011 | Uncategorized
I’m a contributor to a blog that focuses on the tradesman and what’s happening with their vans. They have a promotion going on that might be of interest to some of you.
Got a cool tool in your van that you find either absolutely essential or, frankly, just cool? A highly specialized, expensive piece of equipment that’s essential to your job? Or maybe a roll of duct tape in the back of your van? Now there’s an easy way to show off your coolest tool and win the world’s coolest gadget in the process!
The SmartVan’s excited to announce its “Cool Tool” contest, open to tradesmen everywhere. To enter, simply submit a photo of you with the tool and a short description of what makes your chosen tool so essential. The winner gets an iPad 2!
It’s easy to enter:
- Submit a photo and/or video of the coolest or most essential tool in your toolbox (make sure you’re in the frame, please — wrenches are a lot more interesting when accompanied by a human)
- Include your name, company and location
- Include a brief explanation of why the tool in the photo is so essential
- Email submissions to [email protected]
- The coolest submission will win a new iPad 2!
*Submissions are due Friday, May 13.
Read more details on The SmartVan
