by tradespeopleinsights | Dec 30, 2009 | Marketing Tips, Social Marketing
We all want to do our best when it comes to social media, and I find I’m always looking for suggestions and processes that can help me improve my end product. One of the ways I stay in touch and hopefully ahead of the curve is to follow industry leaders. Their insight and expertise is very valuable to me.
One such leader is Jason Falls who has a blog called Social Media Explorer. Jason recently posted The Four Spheres of Social Media Strategy, which focuses on the key areas we need to keep our focus on.
While each of these four areas are important by themselves, the impact to a social program comes when they overlap. Here are some highlights of the circle:
- Brand Intelligence – This is pretty straightforward. You need to know and understand what your brand is and stands for.
- Consumer Insights – This revolves around the customer, profiling and audience research are two examples.
- Community Behavior – You need to know and understand how people interact. Is Twitter a better way to communicate to them or is Facebook?
- Tools & Platforms – You need to have an understanding of the tools and options out there to best promote your brand.
The key is to keep your eye on the ball and focus on elements such as Jason has outlined. Jason, thanks for your insights.
by tradespeopleinsights | Dec 29, 2009 | Social Marketing, Traditional Marketing
I thought I’d share the most popular posts of 2009 from my blog. Happy New Year and may 2010 bring us all better things.
- 3 Ways Tradespeople Can Use Social Media to Boost Credibility and Business.
- 5 Quick Tips to Promote Your Post.
- Social Media: Who Uses It and Why?
- 10 Engagements Tactics That Will Help B-to-B Marketers.
- How Do You Find Readers For Your Blog.
by tradespeopleinsights | Dec 23, 2009 | Marketing Tips, Marketing Trends, Social Marketing, Traditional Marketing
The answer is both. Contractors are busy folks and they get their info from various sources and sometimes it’s on the fly. I’ve done several interviews of contractors from HVAC/R, electrical, plumbing to general contractors that have said that they get info about how to run their business from both the traditional trade publications as well as various sources on the Internet.
They use the trade publications to catch up on what’s happening in the industry, who bought who, and to read articles to help them run their business. They use the Internet to do research on various things from troubleshooting to new product demos and online training. Some participate in online forums with their peer groups to talk about issues/problems they are having in their day-to-day operations. Most of the Internet activities are done either before or after the normal business day. One example is Contracting Business magazine who sponsors a forum – HVAC-Talk – that’s the leading forum for HVAC professionals to talk to each other. They average over 50,000 page views a month.
Contractors as a whole are lagging behind when it comes to social media. The reasons given range from, “I don’t have the time” to “I don’t understand it,” and with the economy the way it is, my first priority is to stay in business. The ones that get it and are using it have found that it’s another marketing tool to generate new business and stay connected with their customers. Most trade associations haven’t done a good job explaining to their members the possible usages and benefits for social.
Manufacturers shouldn’t be discouraged. Those that have embraced social are reaping the benefits. It’s just another way you can get customers to interact with you. Here’s a great example of a hand tool company, Snap-on Tools, that on Facebook has over 25,000 fans. Every time Snap-on updates their events section or uploads new video or photos, all their fans are automatically updated.
by tradespeopleinsights | Dec 22, 2009 | Marketing Tips, Social Marketing, Traditional Marketing
Social media is obviously the hottest topic in most marketing circles today. You have people on both sides of the fence (some who will never use it and some who say it’s the savior of marketing as we know it). Unfortunately, both of these opinions are wrong. Too much or too little of anything isn’t good.
For those who don’t embrace or understand social media, I’d recommend you get your head out of the sand. Social isn’t going away and you’re better off understanding it and begin using it sooner than later.
For those that do embrace it and think the world will revolve around it, you should wake up and smell the coffee. When in the history of marketing and advertising have we had only one media source to get our message out?
Here’s a reality check. What are we trying to do here? Unless you work for the Government, I believe we’re ultimately trying to sell something. Let’s face it, no sales, no job! As marketers today, we’re faced with so many challenges to identify potentials and move them along the sales cycle. We need all the help we can get and we should know and understand the tools that are available and use them appropriately.
I try to use this blog to inform my audience of Manufacturers who are trying to reach the professional tradesman that they should start using social as one more tool in their marketing plans. I certainly haven’t told them to blow away the traditional ways of reaching their audience like print ads, PR and trade shows. We all can’t lose site of what our ultimate goal is…to sell something. Social can help identify potentials, but there are other tools that can nurture them through the sales process and we need to use them all!
What are your feelings on social and how it plays a role in your plans?
by tradespeopleinsights | Dec 17, 2009 | Marketing Trends, Social Marketing, Traditional Marketing
As we all look forward to 2010 in our planning processes, we’re all looking for ways to generate exposure and ultimately leads that turn into sales. Most marketing budgets will still be tight in 2010, and marketers are looking for ways to get the best bang for the buck.
According to eMarketer.com, 75% of small businesses (under 500 employees) plan to increase their e-mail marketing in 2010. 70% will put more dollars toward social media according to Vertical Response data.
B-to-B marketers are using these tools because they are inexpensive and generate quick measurable data. Campaigner and Hurwitz & Associates studied small businesses under 20 employees and found 28% of those that used e-mail marketing considered it inexpensive and an effective way to reach new customers.
Smart marketers will include both e-mail and social into their 2010 plan. That and some search engine marketing and you’ll have a winning combination.
I’d like to hear from you on whether e-mail and social are in your 2010 plan.
by tradespeopleinsights | Dec 16, 2009 | Marketing Tools, Social Marketing
Manufacturers should not lose site that videos are a powerful informational tool when it comes to building credibility with contractors. Consider if you will that next to Google Search, the next highest search is YouTube. That alone should tell you something.
From case studies, testimonials and training, to new product info, videos are a unique way of telling your story and add another dimension to the story by engaging the viewer. According to eMarketer.com, rich media ads with video had a higher dwell rate than those without, and almost double the dwell time.
This translates into fewer impressions needed for the same results.
While each of these four areas are important by themselves, the impact to a social program comes when they overlap. Here are some highlights of the circle:
