by tradespeopleinsights | May 19, 2022 | Tradespeople Insights
By: Matt Sonnhalter, Vision Architect
In this five-part series, we are taking a look at the 2022 social trends from Hootsuite. The fourth macro trend for 2022 is the social commerce trend.
The Social Commerce Trend
Social becomes the heart of the post-pandemic shopping experience
Lockdowns shot ecommerce forward a decade—in three months.
That all changed overnight when consumers went into lockdown and many looked to meet basic needs by buying online.
Suddenly, 84% of consumers were shopping over the internet, according to Shopify. eMarketer reported a surge in ecommerce sales growth to 18%, the highest increase the firm had ever reported for this figure. And in what McKinsey dubbed “the quickening,” ecommerce penetration rocketed ahead more in the first 90 days of the pandemic than it had in the previous decade.
This “temporary” boom in online shopping isn’t stopping
Nearly two years since the beginning of the pandemic, this shift in consumer spending has shown no signs of slowing down. And with eMarketer projecting that double-digit annual growth will drive ecommerce sales from $792 billion in 2020 to $1.6 trillion in 2025, it’s clear that our new ecommerce habits aren’t just here to stay—they’re very much on the rise.
This growth is particularly acute when it comes to social commerce. According to Hootsuite and We Are Social’s Digital 2021 report, the global social commerce industry is currently worth more than half a trillion US dollars. Simon Kemp, founder of strategic marketing consultancy Kepios, expects that number to grow.
And it’s not just discovery that gives social commerce its business utility. Buyers are using social media to search, research and evaluate the brands they buy from, making social networks the second-most important channel for online brand research after search engines. What’s more, if we look at people aged 16 to 24, social networks actually rank even higher than search engines like Google when it comes to brand research.
While the brick-and-mortar storefront lives on post-pandemic, it’s become clear that social commerce is an opportunity businesses can’t afford to miss. Small businesses in 2022 will work to extend the experience customers have with their brands across social storefronts and real life, while global enterprises test the limits of the online shopping experience.
Younger generations now turn to social networks to research brands more than search engines.
Search engines: 51.3%
Social networks: 53.2%
Percentage of global internet users aged 16-24 who use each channel as a primary source of information when researching brands. Source: Hootsuite and We Are Social, Digital 202119
by tradespeopleinsights | May 12, 2022 | Tradespeople Insights
By: Matt Sonnhalter, Vision Architect
In this five-part series, we are taking a look at the 2022 social trends from Hootsuite. The third macro trend for 2022 is the ROI trend.
The ROI Trend
Social quietly matures out of the marketing department
Respondents in our 2022 Social Trends survey—particularly larger businesses—indicated that they have become more confident in quantifying the return on investment (ROI) of their social media practices. The majority of marketers (83%) report that they are either somewhat, very, or extremely confident in quantifying the ROI of their social efforts, up from 68% last year.
What can you learn from marketers who said they’re “extremely confident” in measuring the ROI of social media?
1) Social media has a priming effect on the rest of your marketing. 55% say their social ads strategy is completely integrated with other marketing activities. Meaning these marketers know that social works in conjunction with other marketing efforts to drive awareness and help with brand recall.
2) Social can help you gain valuable customer insights. 48% strongly agree that social listening has increased in value for their organization. Meaning these marketers are using social to learn more about what their customers want and need so that they can deliver exactly that.
3) Social is at its most powerful when paid and organic work together. 65% have completely integrated their paid and organic social media efforts. Meaning these marketers understand how to strategically use both to attract new customers while deepening relationships with existing ones.
Bold businesses in 2022 will buff up their employee advocacy programs, get better at using social to gather consumer insights, and strive to deliver the kind of impact they’ve seen social have on their marketing elsewhere in their organizations.
by tradespeopleinsights | Apr 26, 2022 | Tradespeople Insights
By: Matt Sonnhalter, Vision Architect
In this five-part series, we are taking a look at the 2022 social trends from Hootsuite. The second macro trend for 2022 is the social advertising trend.
The Social Advertising Trend
Marketers get creative as consumers wise up to social ads
But another more likely reason—and a bigger takeaway for marketers when it comes to advertising anywhere on social—is the fact that these networks encourage advertisers to make content that fits organically into the platforms.
Brands that advertise successfully on these networks understand that audience mindset is key. Simply put, no one wants their experience on any social network interrupted by ads from brands that are as boring as they are self-
Consumers, wise to the sameness of social advertising, are holding brands to a higher standard when it comes to creativity—but they’re also rewarding those that get it right. Brands that want to stand out in 2022 will have to work harder to create ads that mirror and enrich the distinct experience offered by each social network.
Despite historically low budgets, marketers are spending more on social ads
This year, marketing budgets relative to revenue are the lowest they have ever been, according to Gartner’s annual CMO Spend Survey. However, more than half (51.4%) of the marketers that we surveyed said they plan to increase their paid social spend in 2022.
Where do they plan to spend that money? Last year, most of the marketers we spoke to disproportionately pointed at Instagram. This year, investment in Facebook, YouTube and LinkedIn has caught up.
The largest increases in spend relative to last year are going toward TikTok, Pinterest and Snapchat. Marketers are shifting their resources to where they can make the most impact—and, increasingly, that’s on networks that typically haven’t been a priority in the social marketing channel mix.
by tradespeopleinsights | Mar 8, 2022 | Marketing Tools, Tradespeople Insights
For many digital marketers, the ongoing pandemic acted as an accelerant for digitization. Most famously embraced by the World Economic Forum, this view holds that it didn’t disrupt per se; it pushed forward. Content marketers across industries, seeing increasingly fragmented customer journeys, agreed – and ones in the manufacturing industry corroborated it. As customers exhibited online event fatigue, they too needed to face this change along with the industry’s inherent ones. However, content marketing ideas for manufacturing companies don’t come easily in such a demanding market, let alone effective ones.
Content marketing challenges for manufacturing companies
As an introductory note, here we may first highlight said challenges. The manufacturing industry does face distinct ones of its own, which inexperienced or broader-scope content marketers may miss or underestimate. In turn, it becomes nigh impossible to produce effective content for it, let alone beat the competition with it.
To consolidate them, the primary ones include:
- Offer complexity. A manufacturing company typically does not sell simple products accessible to a wide market. Framing such specialized offers properly for their niche audiences requires considerable industry expertise.
- Decision-makers’ scrutiny. Moreover, manufacturing content marketers need to entice decision-makers who seek expertise and offer tangible value. As with B2C marketing, eliciting emotional responses will very rarely bear results with this audience.
- A less visually exciting industry. Finally, the manufacturing industry offers comparatively fewer thrills for compelling visual content to thrive on. This has been changing in recent years, however.
In addition, the typical customer’s purchase decision process spans a much longer journey. Strategyn breaks down the individual steps into 6; need, research, design, evaluation, shortlist, and purchase.
A chart of the industrial buyer’s buying process by Strategyn.
Source: https://blog.thomasnet.com/hs-fs/hubfs/1MARCOMM/Blog/2018/February/workflow2.png?width=808&name=workflow2.png
Evidently, then, content marketers cannot afford to overlook this unique set of factors. The industrial buyer is cautious and knowledgeable, and requires stage-specific content across the buyer journey to court effectively.
For that matter, Content Marketing Institute offers some notable insights. It finds that half (49%) of manufacturing marketers rate their company’s efforts as “moderately successful,” and only 18% rate them as more successful than that. Among what they often lack, they find, are:
- Prioritizing optimal content delivery times
- Crafting stage-specific content
- Using storytelling in their content
It is these factors that content marketers may need to address, alongside picking the optimal marketing mediums and channels. (more…)
by tradespeopleinsights | Feb 25, 2022 | Tradespeople Insights, Uncategorized
By: Matt Sonnhalter, Vision Architect
This year’s Super Bowl ads were dominated by “future” themed ads from the multiple crypto currency ones, the metaverse and what seemed like an electric vehicle ad during every commercial break!
But my favorite commercials brought back a little nostalgia.
Here were my top 4 commercials from the big day:
1. Chevy’s Silverado all-electric Sopranos homage was ingenious. As soon as you hear that initial beat and the “woke up this morning” music by Alabama 3, you are instantly taken back to the Sopranos series. Then of course the shots of New York skyline, the New Jersey turnpike and glimpses of a woman driving…which makes you start wondering who’s driving the truck. The entire commercial did a great job at building anticipation…with no voiceover until :50 seconds into the minute-long commercial to then payoff the tagline “whole new truck for a whole new generation”. By far, my favorite commercial of the day.
2. Rocket Homes & Rocket Mortgage Dream House with Anna Kendrick and Barbie. Such a clever way to work in finding and financing your dream house with Rocket. I loved their “competitive bid” buyer characters like Better Offer Betty, House Flipper Skipper and my favorite Ca$h Offer Carl! And then the special guest appearances by He-Man and Skeletor for the “fixer-upper” castle at the end.
3. GM Electric Vehicle line with the Austin Powers cast. How can one go wrong with Dr. Evil and his infamous pinkie finger?!?! Combined with Scott Evil, Number 2, Frau Farbissina and then a special appearance of Baby-Me instead of Mini-Me. And then having classic lines from Dr. Evil like “Help save the world first, then take over the world”!
4. Irish Spring Body Wash. As soon as you hear that Irish music you are taken back to their old commercials. And then you are peppered with witty statements such as “Were stinkiness is unwelcome” and “Smell from a nice-smelling place.” And finally the payoff, with those classic white knit sweaters after the guy appears from behind a giant bottle of Irish Spring body wash as if it were a Stonehenge-like monolith.
What was your favorite commercial?
by tradespeopleinsights | Feb 23, 2022 | Tradespeople Insights
By Kylie Stanley, PR Technician
Sonnhalter has updated our vocational education database to connect tradespeople to thousands of programs that are available. With the ongoing concern about our nation’s skills gap, the option for choosing an education to pursue a vocational career is certainly an attractive one. With plentiful skilled labor jobs to fill, trade jobs pay very well (sometimes better than four-year college degrees) and don’t saddle students with hefty student loans.
Sonnhalter originally released our extensive vocational education database in 2015 after conducting extensive research on thousands of vo-ed programs across the country. When we updated the list in 2017, we added about 1,000 new programs, separating them out by state tabs and standardizing the descriptions to make it even easier to search, sort and use.
Today, that database has been updated again and now lists more than 1,000 schools and over 4,000 programs, offering different types of degrees or certifications. The types of programs include construction, electrician, robotics, welding, HVAC, plumbing, machine tool technology, automotive tech, among others. A separate tab for national programs and resources is also included. The list is downloadable, easy-to-navigate and designed to be sortable for a variety of fields.
The database is useful, and we hope to help bridge the gap between manufacturers and educational programs. The database serves as a useful tool for companies looking to implement more grassroots campaigns to recruit the next generation of professional tradesmen.
There are numerous ways to take advantage of a tool like our database. Here are a few suggestions of how to make our work, work for you.
Fill the Talent Pipeline
Your HR team or recruiting group is probably aware of area schools, but they may not be aware of all of them depending on how stretched they are. Take to tool, find the schools in your backyard and neighboring communities and connect with the programs. There are a variety of ways to connect with these programs, here are a few:
- Hire their graduates
- Provide scholarships
- Develop a co-op or apprenticeship program
- Invite them to career fairs
- Participate in recruiting events
Get In Front of the Students
Making your organization known to those learning a trade is never a bad idea. Tradespeople who start using a certain brand of tool or installing a specific type of product are likely to continue using them throughout their career, so get in front of them! Here are a few ways to do that.
- Lend your experts as speakers
- Bring students to your facility (perhaps for National Manufacturing Day)
- Donate materials/tools
- Offer your facility as a lab
Further Develop Your Own Talent
Vocational programs can be a resource for your own organizational development.
- Partner with local schools for continued training and certification programs for your own team
- Diversify your own employees’ skills through cross training at local programs
Support the Industry
Industries can’t move forward without the support of those inside of them. You can’t count on others to advance the field you’re in, you have to be involved. Use education programs from the list to get started.
- Help programs recruit students
- Learn about the next generation of tradespeople through the programs so that you can better work with them when they become your employees or customers
It will take teamwork and effective communication to help close the skills gap that the industry is facing. Support for vocational training programs is crucial, and it should come from those within the industry.
To sign up and download Sonnhalter’s updated, comprehensive list of vocational programs in the U.S., visit sonnhalter.com/vocational.
