by tradespeopleinsights | May 27, 2015 | Marketing Tips, Social Marketing, Traditional Marketing
By John Sonnhalter, Rainmaker Journeyman at Sonnhalter
I always like stories of the little guys who take on the 800-lb. gorilla and win the battle. One of the benefits of social media and content marketing is you don’t have to be an 800-lb. gorilla to succeed.
In my opinion, it’s the one who is consistent on providing good content and responding in a timely matter that really counts.
All too often larger companies need to go through a “process” that is very time-consuming for both posting content and answering questions. They may have a bigger staff, but do they know your target customer? They may be able to outspend you, but can you out-market them?
Smaller companies, for the most part, have closer and more frequent contact with customers and know what’s on their minds. Customers don’t care how big you are, they just want solutions/answers to their questions, and if you can offer them more and better content, then you win.
So what constitutes a good Content Marketing Strategy?
Here are some tips:
- Know your customer
- Know their pain points
- Anticipate their questions
- Know where they look for info and be there
- Timeliness of responding to questions
- Be consistent and post content regularly
By following these simple guidelines, you will get the recognition you’re looking for, create engagement with potential customers and become a brand leader. Companies large or small need to focus on customers’ needs and always answer the question, “What’s in it for me?”
If you liked this post, you may want to read:
New Content Marketing Research for Manufacturers
Why PR Should be a Part of your Content Marketing Strategy
Do’s and Don’ts of Content Marketing
by tradespeopleinsights | May 26, 2015 | Marketing Tools
By John Sonnhalter, Rainmaker Journeyman at Sonnhalter
I understand the concept of what Big Data is, but truthfully, I’m having a hard time getting my arms around whether it’s worth the time, money and effort to track everyone’s movement.
Most studies, when citing companies that are using Big Data, are usually big consumer brands for the most part. But is it the right thing for the small- to medium-size company, or is there a better way to invest time and money?
Everyone is concerned about the customer experience. Wouldn’t it be just easier to ask them?
This might work for consumer behavior, but in the B-to-B world and especially in construction and the trades, it’s not all that complicated. In the world of design engineers, the process is a little more complicated, but the crucial piece of info we need is where are they in the buying cycle and what kind of info can we supply to help them make a better informed decision.
I’m not saying tools that will help you identify activity levels of potentials are not helpful, but where it fails is in the assumptions we make based on that criteria.
I’m of the opinion that if we think we really know our customer base and their pain points, why not give them good content to solve their issues and make their life easier? In my world, those folks would be top of mind when it comes to the actual purchase process.
What are your thoughts?
by tradespeopleinsights | May 20, 2015 | Marketing Tips, Marketing Trends, Uncategorized
By John Sonnhalter, Rainmaker Journeyman at Sonnhalter
Everyone is getting better at resisting all the interruption-driven ads and promotions. Your customers are taking control of what they want to read or look at.
So what’s the answer? Quit selling and start giving them what they want (helpful content), where they want it and when they want it.
I recently read a post by George Stenitzer on Content Marketing Institute that talked about when more people are saying no to ads, what options do we have to get your message in front of them?
He cites some amazing stats:
- Mobile has taken over as the first screen to view content
- Over 50% of Americans record TV shows and don’t watch commercials
- 91% of consumers unsubscribe or unlike brands for which they once opted in for
George gives us some helpful ways to make sure your content is seen and read.
- Permission is golden – If someone allows us to share info with them, make sure you give them good relevant content (it’s not about you).
- Give them what they want – A small percentage of your content will outperform the rest. Use your analytics to give them more of the same.
- Earn their attention in 7 seconds (23 words) – In the battle for attention, you need to answer the question quickly of what’s in it for them. Use images where possible.
- Keep customer info up to date – If you’re trying to be more personal and have the wrong info, you’ve lost the battle before it started.
These tips are not earth shattering, but a good reminder of what sets good content apart from the other self promotions.
by tradespeopleinsights | May 19, 2015 | Uncategorized
Today we have a guest blog post on behalf of WIA (Welding Industries of Australia) on four trades that are crucial for the construction industry.
Whether you live in a small town or a large city, you rely on the construction industry to provide infrastructure. From large corporations to modest family households, the construction industry is responsible for creating buildings that shelter you. But while we may depend on this industry for many things, the industry itself relies on several specialized trades. Here are four of the trades that are vital to the field of construction.
1. Electricians
Readi
ng at night, keeping cool in the summer, using computers at work or cooking a meal, there’s a seemingly endless list of day-to-day activities that are made possible by electricians. In our modern society, there’s no doubt that any building without electrical wiring would be virtually useless; the construction industry wouldn’t get very far without the skills of electricians. And while these tradespeople generally get paid well (U.S. News puts the average salary for electricians at around $50,000), there are certainly drawbacks to this profession. Aside from limited promotion opportunities and a lack of flexibility, electricians also face the very real risk of injury or death on a daily basis. According to Electrical Contractor magazine, 143 or so construction workers die due to electrocution each year, with about 34 percent of these individuals being electrical workers. It’s little wonder electricians experience above-average stress levels on the job.
2. Carpenters
Most of the wooden furni
ture you use, timber floors you walk on and wooden walls and beams that support the roof over your head are the handiwork of carpenters. When you consider that the majority of homes in the U.S. are constructed with timber frames, the importance of carpentry becomes even more obvious. With over 900,000 carpenters in the country and projections for this number to rapidly grow, this trade is clearly an important part of the construction industry. Fortunately, the decent working conditions and respectable average salary of about $45,000 should see this trade continue to flourish in the future.
3. Welders
Welders, often categorized together with cutters, solderers and brazers, are essentially the metal equivalent of carpenters. From manufacturing household appliances, to building race cars, there is a uniquely diverse range of projects that a skilled welder can find themselves working on. While less known than other trades, welding is an extremely valuable element of the construction industry.
Welders require thorough training and often need to earn credentials before landing their first job. Sometimes, they also have to invest in their own equipment from a specialist provider like WIA. These factors may contribute to the fact that welding is the only trade on this list that the Bureau of Labor Statistics has predicted will decline in number moving towards 2022. According to this Forbes article, welding is one of the main fields in which an older average population of workers could lead to a shortage in the near future. This means that welding is not just a crucial trade for the construction industry, it’s also a worthwhile career path for young aspiring tradespeople.
4. Plumbers
Similar to electricians, plumbers are essential in the construction of any contemporary building. They also become vital tradespeople when you want to renovate a bathroom, decide to add an en suite to your home or have any toilet issues. 
The task of keeping our pipes and water systems functioning smoothly employs about 390,000 plumbers in the U.S., and this number is expected to grow much faster than the average profession this decade, according to the Bureau of Labor Statistics. This steady growth is likely due to the construction industry’s (and society’s) consistent demand for plumbing work, combined with the healthy average salary of around $49,000 and the job satisfaction that comes from regularly making a difference to the lives of other people.
There are many trades that form integral parts of the construction industry – these are just four of the most crucial ones. Reflecting on the important role these tradespeople play can help us appreciate and understand why pursuing a trade can be a lucrative and very fulfilling path.
by tradespeopleinsights | May 13, 2015 | Marketing Tips, Social Marketing
By John Sonnhalter, Rainmaker Journeyman at Sonnhalter
If you’re using social media, your objective is to connect with your target audience. In order to do that, you need to talk in non-business terms instead of connecting on a human level.
Hopefully you’re not taking your existing marketing material and repackaging it into social. The best way to connect with prospects is through story telling. You can still get your message across without the hard sell.
I recently read a post by Ishita Ganguly on Social Media Examiner titled 9 Ways to Humanize Your Brand with Social Media. Some of the highlights from her article are:
- Show a sense of humor – you can share information and make it fun
- Use everyday language – don’t speak industry jargon
- Engage in conversation – a small gesture like thanking someone for a retweet goes a long way.
- Acknowledge mistakes – owning up to a mistake shows not only that you’re human, but it also builds long-term credibility by admitting it.
- Sign your posts – it puts a human face to your brand.
- Provide solutions – shows you understand their pain points.
What are your thoughts? Have you tried any of these? What are you doing to humanize your brand?
by tradespeopleinsights | May 12, 2015 | Marketing Tips, Social Marketing, Traditional Marketing
By John Sonnhalter, Rainmaker Journeyman at Sonnhalter
I’ve always been a big believer in relationship selling. After all, we usually buy stuff from people we know, like and trust. Agree? So why not take that to another step in the selling process by using the same principles to your marketing efforts?
This is especially true now that content and content marketing is such a big part of everyone’s overall strategy.
We all have heard the saying that Content is King and Community is its Kingdom, but what brings them together? It’s building solid relationships with Contractors and Tradesmen using relationship marketing.
I recently read a post by Wade Harman, Why relationship marketing is the key to your content, where he outlines a strong case for using this type of tactic.
He points out that we need to know and understand what our target wants and needs. They want solutions, not necessarily a sales pitch. You need to make yourself available in conversations with contractors.
He also points out that we should collaborate with others that share the same passion. For an example, say your target is professional plumbers. You want to focus on products that will help them do their install better. You’re not interested (nor capable) in helping them market their plumbing business locally.
Why not team up with someone who’s focus is just that, like Plumbers SEO.net or Darren Slaughter who specializes in contractor marketing.
This blog focuses on helping manufacturers better communicate with contractors and professional tradesmen. We have three challenges: 1) identify our audience, 2) give them meaningful content, and 3) keep them coming back. One of the most important things I try to communicate is that to be successful, you must be able to engage and have a genuine relationship with your reader.
Here are some steps to build those relationships:
- A genuine relationship starts with you – start with an open and positive mindset and be willing to work on the relationship.
- Make posts as helpful and useful as you can – it’s not about you, it’s about your readers’ problems and concerns.
- Be helpful and positive in all interactions – whether it’s on Twitter, Facebook or your blog…always be helpful, positive and upbeat.
- Encourage discussion in comments – you’re not the only one with good ideas. Make sure to engage on your response and ask their opinion.
- Give back on other blogs – link when appropriate to other blogs, visit their sites and make comments and write guest posts for them.
One of the most important points is you can’t fake this stuff. If you are just pretending to care about your readers, if you don’t really want to talk to them, they’ll feel it and then you’ve lost them.
I always like stories of the little guys who take on the 800-lb. gorilla and win the battle. One of the benefits of social media and content marketing is you don’t have to be an 800-lb. gorilla to succeed.