Shorter is Not Always Better…At Least When it Comes to Video Lengths in 2020.

by Kylie Stanley, Public Relations Technician With being stuck inside for the past year, 2020 became the year of videos, making some businesses embrace a digital approach and adopt new methods of marketing. From this, we can look at the key shifts for video that happened last year. The latest report from Vidyard looks at 2020 video completion rates and other benchmarks. Here are the key findings: The average length of business-related videos increased from 4 minutes in 2019 to just over 6 minutes in 2020. That said, the majority (60%) of videos produced for business purposes (such as to support sales, marketing and communication efforts) are 2 minutes or less, with 37.3% being up to one minute long and another 23% being 1-2 minutes long. Vidyard reports that with the cancellations of a majority of in-person events, videos over 20 minutes long saw an increase of 66% over 2019. It also pointed out that videos between 2 and 10 minutes have also increased, presumably “leaning on the trend of frictionless, self-service buying experiences to provide educational content to prospective customers upfront.” With video content increasing, we need to keep in mind people’s attention spans. If you’re producing long-form videos, consider making simple cuts to keep your audience engaged or trim the video down. Video is a powerful medium and adds value to your business. Did video length for your company’s videos increase last year?read more >

Marketing Minute: Why Your Company Needs an Instagram Account

Over the past decade, we've watched Instagram transform from the "app with all the cool filters" to an essential marketing tool for companies marketing to the professional tradesman. Its video capabilities, poll/Q&A functions and other interactive features have become extremely useful for companies to showcase new products, spread the word at trade shows and connect with customers in ways that were not previously possible.   Join Matt Sonnhalter for a Marketing Minute to learn more about the exciting potential of incorporating Instagram into your social media plan!   To view other videos from Sonnhalter, visit our YouTube channel here and let us know if there’s a B2T marketing topic you’d like us to cover.  read more >

Are You Using Automation Tools to Help in Social Media?

We’re all trying to do more with less. When it comes to social media, it’s no different. We should be focused on content and use automated tools to help spread the word on social platforms. Every industry is different but following are some automation tools you should consider and an infographic on the best times to post. Here’s a list of tools that will help you schedule and post your content at the best time:  SocialOomph – Provides scheduled social posting services for individuals and teams. Has been around since 2008. HootSuite – Allows you to manage up to 50 social media profiles, schedule your content and report your analytics. Sendible – Allows you to efficiently craft tailored posts for each social media platform and collaborate with your clients and teams. AgoraPulse – An easy-to use-social media management software that allows you to drive engagement and build authentic relationships on one platform. Buffer – Helps you manage multiple social media accounts at once and easily schedule content. ManageFlitter – Tools that help to optimize your Twitter account and identify your Twitter accounts’ prime time. Facebook Insights – Provides information about your Facebook audience and how they are interacting with your page. Later – Founded as the first-to-market Instagram scheduler in 2014, Later (formerly Latergramme) has grown from a simple Instagram tool to the number one visual marketing platform for Instagram, Facebook, Twitter and Pinterest. The following infographic by Zenesys will give you a ballpark of the best and worst times to post on various social media platforms.  read more >

10 Tips for Effective Social Media Practices in Reaching Today’s Tradesmen

Social media is constantly evolving and presenting new opportunities for reaching and engaging with your audience of professional tradesmen. You might be wondering if you're using your social media channels optimally? Or, would you be better served by switching to a new social trend? As a longtime leader in Business-to-Tradesman marketing, we’ve developed 10 helpful tips that will help you integrate social media in your overall marketing program to effectively reach contractors in this niche space.     In “10 Tips for Effective Social Media Practices,” you’ll learn how to evaluate the social media you’re already using and pick the right avenues for connecting with contractors. The tip sheet shares the latest best practices for Instagram, as well as handling negative feedback and leveraging influencer relations. You can sign up to download it here. Need help with your social media campaign? Give us a call or email. And check out our other Tip Sheets here.read more >

Even During a Pandemic, Influencers in the Trades Build On: Part Three

By Andrew Poulsen, Content Engineer, Sonnhalter With the stress and anxiety of the COVID-19 pandemic constantly looming, finding silver linings throughout this situation isn’t always easy. But with millions stuck at home with their phones acting as their main source of entertainment and social interaction, influencers and content creators in the trades have been able to use this time as an opportunity to expand their audiences, connect and engage with their online communities and use their platforms to spread messages of positivity and encouragement. One of these content creators is Dustin Henson, owner of Rustic Customs Woodshop. Based out of Texas, Dustin primarily makes custom wood projects for customers, such as barn doors, dining room tables and built-in shelving units. On Instagram, Dustin is a very active voice in the woodworking and DIY communities, where he shares his projects and woodworking tips to his more than 13,000 Instagram followers. Sonnhalter spoke with Dustin to learn more about how the pandemic has affected his personal and professional life, the nature of the content he creates and some of the positives he has experienced while staying home with his wife and kids. Sonnhalter: What were some of the initial changes you noticed in your personal and professional life when the pandemic started? Dustin Henson: In my personal life, I think it’s obvious. It’s been nice spending time with the family, but I think being stuck in the house has us ready to strangle each other. [laughs] Professionally, I was already booked two or three months ahead of time, so it hadn’t slowed down my business yet. I just don’t have as many new projects coming in. Probably about 90% of my stuff is barn doors or custom-built furniture for houses, where I have to go out and visit the homes to measure…read more >

Even During a Pandemic, Influencers in the Trades Build On: Part Two

By Andrew Poulsen, Content Engineer, Sonnhalter With the stress and anxiety of the COVID-19 pandemic constantly looming, finding silver linings throughout this situation isn’t always easy. But with millions stuck at home with their phones acting as their main source of entertainment and social interaction, influencers and content creators in the trades have been able to use this time as an opportunity to expand their audiences, connect and engage with their online communities and use their platforms to spread messages of positivity and encouragement. Sarah Listi, who runs Tool Girl’s Garage, is one of Instagram’s leading voices in the woodworking, home improvement and DIY communities. Based out of Texas, Sarah is a full-time tool reviewer, builder and all-around storyteller who has partnered with some of the industry’s biggest brands and built a loyal following of more than 51,000 Instagram followers. Sonnhalter spoke with Sarah to learn more about how the pandemic has affected her personal and professional life, the content she creates and how the situation has affected her brand partners and the online community at large. Sonnhalter: How has it been trying to create content in the midst of the pandemic? Sarah Listi: There is a lot of fear and concern out there, so I try to generate content that is useful and positive. There is that feeling of, and I don’t want to say “obligation,” but you want to put out positive content when things are going on that are difficult to escape. This is a hard time. It’s weighing on everybody. So, I’m trying to stay positive and focus on what the content is meant to do, whether it’s meant to inspire, bring positivity or just be funny or irreverent. What have been some of the challenges for you and how have you overcome them? Trying to…read more >

Even During a Pandemic, Influencers in the Trades Build On: Part One

by Andrew Poulsen, Content Engineer, Sonnhalter With the stress and anxiety of the COVID-19 pandemic constantly looming, finding silver linings throughout this situation isn’t always easy. But with millions stuck at home with their phones acting as their main source of entertainment and social interaction, influencers and content creators in the trades have been able to use this time as an opportunity to expand their audiences, connect and engage with their online communities and use their platforms to spread messages of positivity and encouragement. One of the leaders in this online community of DIYers and woodworkers is Rob Rein of Ginger Woodworks. Based in Grand Island, New York, located north of Buffalo and south of Niagara Falls, Rob is a full-time social worker during the day and a practicing woodworker and DIYer to his nearly 80,000 Instagram followers during all the hours in between. Sonnhalter spoke with Rob to learn more about how the pandemic has affected and influenced him, his content and his online community at large. Sonnhalter: When the pandemic crisis began in the U.S., how did you initially respond? Rob Rein, Ginger Woodworks: Initially, I saw it as, “How are we going to balance this new routine, but also be productive?” So, I went out and bought all the supplies I needed to finish all the projects in the house. All of us have projects we get into and they get left behind because the next project happens and it all just snowballs. We grabbed everything for some projects we needed to finish and had a staged setup ready to go. I wasn’t going to let the time be wasted. Have there been any unexpected benefits or positive experiences with your time at home? With my kids, they are always busy, but with all that stuff no…read more >

Benefits and Challenges of Unpaid Influencer Partnerships

by Andrew Poulsen, Content Engineer, Sonnhalter Lately, we have seen tremendous growth in the number of influencers in the trades. In fact, it has grown so much so that Sonnhalter clients are forming partnerships and relationships with these influencers much in the same way we would with traditional media. What defines an influencer can sometimes be broad, so there are categories like “micro-influencer” and “nano-influencer” that distinguish these social media content creators by the size of their audience. Many influencers make a full-time living by working with brands to make sponsored content that involves financial compensation. However, there are plenty of influencers who are slightly less established and are looking to start a relationship with a brand and are willing to make content in exchange for free product and cross promotional opportunities. Since the company is only sending product samples, unpaid influencer partnerships are great for increasing brand awareness and social media numbers when you have a limited marketing budget. Below is a real-world example that outlines some of the pros and cons of unpaid influencer partnerships. The Origin of the Campaign One of our clients had a strong reputation overseas as one of the leading manufacturers of spirit levels, laser levels, and layout tools, marking and measuring tools, but had yet to make a major splash in the U.S. We had experienced a decent amount of success in getting this client featured in many key trade publications, but with the rise of influencer marketing in the woodworking, construction and DIY markets, we thought we could gain more traction with our time by exploring this new, grassroots approach. We wanted a better method for conveying the client’s product ingenuity in a way that was more interactive and visual. We figured that the quickest way to grab the attention and build…read more >

Getting the Most Out of Your Company’s Instagram Account (Part 2)

By Andrew Poulsen, Content Engineer, Sonnhalter Last summer, we published a blog that outlined some of the best practices for running an Instagram account for your company. Since then, Instagram has grown to be arguably the most useful social media tool for the trades. If you’re still new to Instagram, we encourage you to go back and read the blog and some of the basics for getting your account started. Say you’ve set everything up, posted some cool product shots, gained a respectable number of followers and have a pretty good understanding for how the app functions. The next step is to take advantage of some of Instagram’s more advanced features and strategies that can improve your ROI, grow your number of followers and increase your brand’s visibility. Here are a few things to consider incorporating into your Instagram strategy moving forward. Influencer Marketing One of the fastest-growing marketing strategies on social media, particularly Instagram, is what’s known as “influencer marketing.” Influencer marketing is when brands collaborate with opinion leaders in an online community, known as “influencers,” to create content that endorses a product. This collaboration is typically done for a monetary fee, free products or a combination of both. What that content looks like varies between influencers and is usually negotiable. Content can range from a static shot of the product with a written review, to photos or videos of the product being used in the field or for building something in a workshop. Finding the right influencers in your target audience can build credibility by using a trusted source in the community and, thus, increase sales. Like the online forums of the past, professional tradesmen use Instagram to be a part of a bigger community within their trade, and these influencers are often considered leaders within these communities…read more >

Influencer Relations: Is It Right for Your Brand?

By Rosemarie Ascherl-Lenhard, PR Foreman Recently, you’ve been hearing a lot about “Influencer Marketing” or “Influencer Relations.” But what exactly is it, how does it work and is it right for your company’s marketing strategy? Sometimes referred to as the “new media,” a comprehensive marketing communications strategy often will include influencer relations as a tactic for expanding a brand’s awareness. What is an influencer? An influencer is someone that has a large social media following and actively engages with its audience to “influence” them on his or her opinions. While “influencer” might conjure up ideas of Kim Kardashian touting the latest waterproof eyeliner or designer handbag, there are influencers in the industrial, manufacturing and contractor space, as well. While some of these influencers might not boast the same Instagram audience numbers as Kardashian’s 149+ million followers, their audiences can be very significant for the market they are in. A large social media following can be relative. Nano influencers, with 1K to 10K followers, have small, niche and highly engaged audiences. Micro influencers, the next tier up, with 10K to 50K followers, are often the most informed opinion leaders in their niches and typically have a very engaged community of followers who rely on (and trust) their content. If you are a nano/micro influencer in a niche market such as woodworking, developing relationships with companies that are promoting the tools or supplies you use can be mutually beneficial for both parties. For the influencer, it provides the opportunity to be the first to experience innovative products and share their experiences and opinions with their followers, providing appealing content that keeps their followers enthralled and looking for more. For the brand marketing products, it provides an authentic, engaging opportunity to get your products or services endorsed by an opinion leader and visibility…read more >

How Effective is Your Social Media Strategy in Reaching the Professional Tradesman?

By Andrew Poulsen, Content Engineer, Sonnhalter Social media has been an essential cog in every consumer brand’s marketing machine for more than a decade, but manufacturers in the trade industries have been slow to embrace the many marketing advantages that come with social media. I believe this comes from the perception that social media had originally only targeted the younger generations, and with the average age of the professional tradesmen skewing higher and higher, these manufacturers felt more comfortable using more traditional methods with their marketing dollars. However, with Facebook and Twitter both grossing hundreds of millions of users, it quickly became clear that almost any brand had customers and prospective customers on these platforms. While many companies in the trades have adapted and are actively using Facebook and Twitter to connect and engage with its audience, there are plenty of other digital and social platforms whose features can be useful to companies in these industries. And with only so much time, effort and money available, brands should examine all of these platforms and their potential and effectiveness in reaching the professional tradesman. Here is a rundown of some of the most popular social and digital tools out there, how they help reach the professional tradesman and how well they do it. Facebook Despite its well-documented PR hiccups, Facebook still casts a wider net than any other social media network…for now. Facebook has more than two billion users, and there are more than 65 million businesses using Facebook Pages. Because of the sheer volume of users, every company should be on Facebook to regularly promote new products, announce trade show appearances, share positive media coverage and company news, etc. 14843read more >

Best Practices for Dealing with Negative Feedback on Social Media

By Andrew Poulsen, Public Relations Technician, Sonnhalter When social media was in its dinosaur days, the technology’s potential seemingly capped out at reconnecting with old friends who live abroad, or more commonly, sharing with your peers that you were having a taco salad for lunch. Few would’ve predicted that social media would become not just a helpful, but an essential tool for companies to connect with customers in ways that are faster, easier, cheaper and more personal than almost any other asset within a marketing strategy. Social media allows companies to speak with customers directly and display trust and accountability in ways that did not exist 20 years ago. However, for companies new to these platforms or unfamiliar with the volatile nature of Internet commenters, seeing countless strangers saying hurtful and profane things about your products or services in real time can be jarring, if not infuriating. Uncomfortable as it may be, these kinds of comments are inevitable. Even the most beloved brands in the world have comment sections filled with negativity from disgruntled commenters and trolls. The reality is that there is no way to avoid negative comments and reviews, but by internalizing some of these best practices, you can learn how to maintain an even keel and turn some of these upset commenters into lifelong customers. Be quick to respond, even if you don’t have an immediate answer Customers who leave negative feedback are often coming from a place of disappointment or unmet expectations. The last thing you want to do is make them feel like you are avoiding them or as if their opinion doesn’t matter. If someone comments on an issue they have with your business, publicly reply to the comment immediately, even if it is just to say, “Can you please email or message us…read more >

Why Should You Use Social Media in New Business Development?

In the traditional sales model, we identify our prospects and then use several tactics to get in front of them, qualify them and ultimately sell them. But, what about all the other potential users of your product or service that you don’t know about? Yes, some of them may find you through a referral or make their way to your website, but there are many more that may not ever know that you exist. In most cases, especially for manufacturers who are selling more complicated products, there is a sales funnel you need to take prospects through before they are ready to buy. That’s great, but that only works if you’ve identified the potential sale. Think of social media as your silent salesman. It’s out there bird dogging for you and taking a potential customer through some of the initial stages of the selling cycle. Social media is a great way to connect with prospective buyers because they will find you based on what they are searching for (what kind of problem they are looking for a solution for) on the web. It allows you not only to connect, but to start a conversation. It allows them to get a better feeling for the company and how you go about helping people. In other words, you start building the “know, like and trust” model that comes with any sale, especially to new potentials. Social media is a great way to educate prospective buyers because of all the tools you have available: Blogs, Forums, YouTube, LinkedIn, Facebook, Instagram and Twitter. All are platforms for you to add value to the conversations by giving them great content, and it starts establishing you as an expert they can count on. Social media is a great way to collaborate with potential buyers because of…read more >

How to Repurpose Content for Contractors

by Matt Sonnhalter, Vision Architect, Sonnhalter For those of you who might be looking for ways to generate more awareness and conversations, generating new content may not be your only option. It makes sense to use other social media outlets as a way to get your existing messages out. To achieve higher reader engagement you need to know your audience, their habits and pain points. Different social media outlets reach people differently. So whether you’re looking to repurpose existing data or convert outdated info, consider delivering them in smaller bite size pieces using alternative avenues. Looking for ideas on how to do this? This article in Social Media Examiner, “19 Tools to Create Social Media Content,” shows you ways to repackage existing material and use other social media outlets to get the message out. They outline several ways and give examples of tools to use. Here are some highlights that I think manufacturers could use in reaching the professional tradesman: Present your business via video. Tell your story, not the corporate one, but the one that talks about ways to come up with solutions to help contractors do their jobs better. Use infographics. They are 30 times more likely to be read than pure text. People like visuals and are more likely to share them. Convert long form content into slides. Use existing presentations and break them up into smaller groups. You can use them as PowerPoint presentations or there are programs that will easily allow you to incorporate animation. Use podcasts to share your voice. Podcasts are one of the fastest growing mediums for social media and it comes as no surprise. Interview contractors and talk about the newest technologies. I’m sure you can come up with a multitude of topics to cover.  read more >

Spring Clean Your Social Media

By Rosemarie Ascherl-Lenhard, PR Foreman Since the social media scene developed years ago, it’s become cluttered. There are accounts on all social platforms that sit, gathering dust for years. Do any of those accounts belong to you or your company? Thanks to Marie Kondo’s recent popularity, we’ve become obsessed with decluttering and organizing, so we thought it might be a good time of the year for a little spring cleaning of your social media. By now, most companies have several social media accounts that have been running for quite some time and even a few accounts that have shut down (Google+) or become less relevant as a social media platform (Flikr). It doesn’t take much time to conduct a quick audit of your social media platforms and get back on track, if you know what to do. Here are a few pointers to get you started. 14552read more >

Social Media: Does it Affect Marketing to the Professional Tradesman?

By Matt Sonnhalter, Vision Architect Are you trying to increase your exposure, traffic and leads? Are you trying to provide insights to contractors and generate leads? If so, social media should be part of your overall marketing program. Social media is a targeted way of getting your message out and letting prospective customers find you. Social media benefits are: Reach – get your message distributed to a broader audience. Influence – both existing contractors as well as new prospects. Conversions – marketing insights lead to engagement that leads to sales. Here are some tips to maximize your social media efforts to the contractor market. Reach – Use several different social media platforms, i.e. YouTube, Instagram, Facebook and Twitter, to reach contractors. Make sure what you do share is relevant, as you don’t want to waste contractors time. They want quality content, not quantity. Repurpose existing content that they may not have been aware of. Influence – You may not have to impress your existing customers, but you do for potential customers. Here’s where you have to become a thought leader. Don’t push your company or brand, but communicate a solution to a potential problem. Develop thought leaders within your company (no need for marketing to bear all the responsibility). Tap seasoned customer service reps, your engineering department and sales force. They are the ones on the front lines that deal with problems and arrive at solutions. Conversion – This is a hard metric if you want to tie it directly to sales. In many cases where products are either specified or sold through distribution channels, it’s nearly impossible to track sales results. You can, though, create landing pages with offers for white papers or other items that would help the contractor in their day-to-day operations. Be patient, and as you…read more >

Blogs and Forums for the Professional Tradesman

There are around 505 million blogs in the world today and not all are created equal. So, how do you identify and communicate with the right blogs and forums to get in front of professional tradesmen? The first question to ask yourself is: are your products or services applicable to your end users using social media? If the answer is “yes,” then your goal should be to do comprehensive research to identify the right communities, monitor them and jump in and get involved in the conversations. As you get involved in these conversations on social media, keep this in mind: Your brand can be affected positively or negatively. You don’t control the message. Your brand depends on the “loyalists” who are passionate about your brand. Key blogs or social media sites are authored by thought leaders from your industry. Social media demands transparency, so be honest in your engagement.   Here are a few sites that may be of interest to brands attempting to reach and interact with the professional tradesman: 14451read more >

Getting the Most out of Your Company’s Instagram Account (Part 1)

By Andrew Poulsen, PR Technician In less than 10 years, social media has evolved from a fun distraction to keep in touch with college friends and distant relatives, to an essential tool needed by any brand looking to engage with its customers or maintain relevance amongst its competitors. Regardless of how millennials feel about the Baconator® or Moons Over My Hammy®, brands like Wendy’s and Denny’s are winning over young people more and more every day with their funny and relatable social media presence. While not every company needs to adopt to the latest meme or pop culture phenomenon to have a healthy online presence, social media has opened the door for brands to be transparent and relatable in new and exciting ways. By now, companies from international brands to local muffler shops are utilizing Facebook and Twitter to engage and share company news, updates, sales, etc. But over the past few years, we’ve seen more brands incorporating Instagram into their social media plan. What was once considered a platform exclusive to tech-savvy young people with smartphones, Instagram is now just ubiquitous across all demographics as Facebook and Twitter. And businesses across all industries are starting to take notice. That’s because, if used correctly, the app’s photo and video features allow a new way for brands to give their audience a peek behind the curtain. Here are five ways your company can take advantage of the unique features Instagram has to offer. Give Your Audience Something Different Facebook, Twitter and Instagram all bring something different to the table, otherwise we wouldn’t need to be on so many different social media platforms. While this seems obvious, companies often make the mistake of letting their social media content be too similar across all platforms. Instead, companies should reward their audience for following…read more >

Making the Most of YouTube

By Chris Ilcin, Account Superintendent YouTube has become the prime research tool on the web. With a staggering breadth of content and connected communities for almost every niche, it’s definitely earned a place in your marketing efforts. If you don’t have a video program yet, check out articles here, here and here  on how to incorporate video. In the meantime, if video is already a part of your efforts, here are a few simple guidelines to making the most of the content you post: No Channel is an Island You can’t make your channel a one-sided affair. Make sure you get into as many “networks” as possible by subscribing to other channels, i.e. trade organizations, publications, online reviewers, people already using your products, etc. Engage Frequently Don’t be a passive subscriber. Like videos and comment, even if it’s just “great video.”  The more you put your channel out there, the more likely people are to find it. Forget Who You Are When it comes to video tags and descriptions, think like a potential customer, rather than as a salesperson. Don’t use product numbers or use common terms, instead, put yourself in the shoes of someone just starting a search, with no prior brand loyalty or knowledge of the industry, and then tag accordingly. 13777read more >

Content is All About Repurposing

By Chris Ilcin Everyone (and especially marketing communications firms) creates an aura that content marketing is some huge, time consuming mystery. But the real secret is that it’s all about having a clear, consistent message and then placing the right part of that message into the right format. To demonstrate that, we’ve created the following infographic that shows how we repurposed the content from a single, 45-minute interview with our client’s product engineer, into numerous pieces of content across multiple platforms, where the messaging received thousands of views. Check out our infographic, “A White Paper Life Cycle.”                                                       How are you repurposing content?   SaveSave SaveSaveSaveSaveread more >

Chart Your Online Conversations

By Chris Ilcin, Account Superintendent, Sonnhalter Brian Solis is an interesting person. Digital analyst, anthropologist, and self-described futurist. One of his key areas of focus is the effect of disruptive technology on business and society. In 2008 as a part of that research he decided to map the social media landscape in what he called the “Conversation Prism,” coming up with a few categories that neatly classified the landscape as it was when Iron Man, The Dark Night and Twilight were in theaters. Times sure have changed... 12817read more >

Manufacturers: Is your social media participation developing new business leads?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter If not, it’s important to know WHY. Most manufacturers finally got on board with social media back in 2010. They created their company blog, Twitter, LinkedIn, Facebook and Instagram accounts and jumped in. 70% of marketers reported that social media marketing delivers poor or average return on investment. Many manufacturers thought that by merely having a social media presence, it would give them social media credibility. But they’re learning it takes more than a social media presence to produce new business opportunities. I recently saw a post from my mentor on the social media scene, Michael Gass. Here are some things you need to review and possibly revisit your social media strategy and implementation: Here are 11 reasons why social media doesn't lead to new business: 12614read more >

Reaching Contractors with Social Media

By Rachel Kerstetter, PR Architect, Sonnhalter You probably set up a Facebook page and a Twitter account a few years ago when social media was the new shiny object for marketers. But now, your social media is anything but new and exciting … and it doesn't help you reach contractors. You might be wondering if you're wasting your time on these channels or if you're better served by switching to the newest social trend. As a longtime leader in Business-to-Tradesman marketing, we’ve developed 12 helpful tips that will help you use social media to effectively reach contractors. In “12 Tips for Reaching Contractors with Social Media,” you’ll learn how to evaluate the social media you’re already using and pick the right avenues for connecting with contractors. The tip sheet shares best practices for social media in this niche space using content and integrating it into your overall marketing programs. Download 12 Tips for Reaching Contractors with Social Media by signing up here.read more >

LinkedIn Groups: Your Blog Away From Blog

By Chris Ilcin, Account Superintendent, Sonnhalter According to a recent survey from The Content Marketing Institute 89% of B2B Marketers use LinkedIn as a way to distribute content. But if a potential customer isn’t already following you, all you’re doing by posting it to your company page is having a closed conversation with friends. While that’s good for strengthening relationships, it’s not an effective strategy for growing business, brand or thought leadership in your industry. So, short of requiring all employees to share everything you post, what’s a marketer to do? Join Groups. If you’re not familiar with them, LinkedIn Groups are smaller "communities within the larger LinkedIn community where people and companies can connect by shared interest rather than work or personal connections." The advantage here is that instead of waiting for people to find you or your company, you can use your industry, process or other qualities to go out and find them. How do you find the right group, and what do you do once you’ve found them? A lot of things you’re already doing. 12124read more >

Are You Maximizing Your B-to-B Blog?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter If you're a manufacturer and you don't have a blog, you should. Why? Because 4 out of 5 B-to-B marketers use blogs. B-to-B blogs aren't new, but manufacturers are finding out that they are a good way of setting themselves apart from the competition, and according to the Content Marketing Institute, over 50% of marketers expect blogs to be critical in 2017. Challenges of B-to-B Blogs Even though marketers expect blogs to be critical in the coming year, most B-to-B bloggers have some challenges ... here are 3 of them: 10890read more >

How to Repurpose Content for Contractors

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter For those of you who might be looking for ways to generate more awareness and conversations, generating new content may not be your only option. It makes sense to use other social media outlets as a way to get your existing messages out. To achieve higher reader engagement you need to know your audience, their habits and pain points. Different social media outlets reach people differently. So whether you're looking to repurpose existing data or convert outdated info, consider delivering them in smaller bite size pieces using alternative avenues. 10852read more >

Social Media: More than an Excuse to Employ a Millennial

By Chris Ilcin, Account Superintendent, Sonnhalter How to Keep and Generate Business with Social Media So, you’ve got a social media presence. Congrats, but if you’re just looking for likes, and pushing out press releases, all you’re doing is pushing out. How do you also use Social Media to pull in potential customers? Utilize a two prong strategy. Part One – Tell us How We Messed Up 10713read more >

Get Your Message Across in an Ad-Blocked World

By Rachel Kerstetter, PR Architect, Sonnhalter A recent report shared that 32% of global page views are impacted by the use of ad block and mobile sees three times the rate of ad block use than desktop. Did you know that even some people who work in advertising block ads? Let’s face it, website ads are mostly annoying. If you’ve ever opened a webpage and had an ad start talking to you that you couldn’t turn off, you know what I mean. Although digital advertising has a solid place in integrated marketing programs, accompanying it with other tactics can get your message to audiences that wouldn’t be reached otherwise – those who use ad blockers. How do you get your marketing messages past ad blockers? 10247read more >

Are you ready for the true digital natives?

The Millennial generation has been a hot topic for managers and marketers for many years now; in fact you used to call us Generation Y. Not everyone agrees on the exact years for each generation, but it’s generally accepted that Millennials are those born between 1980 and sometime between 1998 and 2000. read more >

Passion Isn’t the Problem

By Chris Ilcin, Account Superintendent, Sonnhalter I recently listened to a report on NPR about how big companies are analyzing their social media followers to make sure they’re “passionate” enough. It’s not enough for these brands anymore to just rack up followers; they need to re-tweet, blog and be engaged enough to matter. In manufacturing, the opposite could very easily be said. There’s no shortage of passion, but social media numbers and avenues continue to be a struggle. Passion side of the argument, the case is easy to make. There simply aren’t people more passionate about their work than skilled craftsmen. It’s part of what makes that jump from simply doing a job, to doing a job right so distinct. And look at the time and effort the average tradesman puts into sharing knowledge with others and the next generation, it’s unmatched in any other field. Lastly, look at the brand loyalty and rivalries that do exist in our industry. The passion generated by Ford/Chevy, Lincoln/Miller, Deere/Case IH, Snap-On/Mac/Matco and a hundred other make Coke/Pepsi look like a kindergarten sandbox dispute. So how can you use that passion to improve your social media numbers? Be on the Right Channel – Facebook can allow for a more direct line of access, but it can also be demographically wrong. Twitter allows for quick hits of info, but requires more monitoring. LinkedIn is great for professional development, but has a structure that takes some getting used to. You don’t need to have all your eggs in one basket, but you should prioritize your message and messaging. It’s Not All Rah Rah – If you’re only going on social media to talk about the latest products and re-post press releases, stop now. Be a source for more than just self-promotion. Know What Your Audience…read more >

Professional Tradesman Email Contacts: The Holy Grail of B-to-B Marketing

As manufacturers we all know how important keeping in contact with our customers is. Email is one of the easiest and most effective way to do that and unfortunately for those of you who sell through a distribution process it's hard to get the ultimate end users name no less try to start a relationship with themread more >

Social Media As a Profit Center

Today, we have guest post from Jeff Guritza, a marketing professional in the power tools accessories industry, on the incorporation of social media in a company's business plan. We’ve all heard the term “social media,” and you may have even been afraid to ask, “What the heck is that?!” Regardless of your awareness level, you shouldn’t be asking yourself if your business should be engaged in social media. You should be asking yourself how. Practically overnight, social media has become a cultural phenomenon. Simply stated, social media is defined as people going online to find, read or share content that interests them. Commonly used platforms are Facebook, Twitter, YouTube and LinkedIn. Contrary to popular opinion, it’s not just a personal platform that millennials use during their free time. Increasingly, people of all ages and nationalities jump online 24/7 for practically everything: researching gift ideas, sharing photos, reviewing products or getting directions Social media is not a fad that will fade in time. Like your morning cup of coffee, it’s here to stay. Social media transcends personal opinions, pastimes and hobbies. Its vast influence is felt in industries both large and small, near and far. Baby Boomers are embracing social media in droves, looking to communicate with grandkids and reconnect with friends. Whether you like it, people right now are vetting your business based upon content they find about you online. To help guide you, here’s three smart steps to follow when looking to jumpstart your company’s social media engagement. 1. Social Media Lite: First, realize in this day and age you absolutely must have a social media presence. At a bare minimum, your company should set up accounts on LinkedIn, Facebook and Twitter. To do so, find your most tech- savvy associate and have him or her get online with…read more >

2016 Budgets: How Much are you Going to Spend on Social and Mobile Marketing?

Now that it's time for budgeting for next year the question is where are you going to allocate your dollars? There's always more opportunities than there is money to fund them.Social media- have you tried some efforts in it this past year? What were the results? What were managements expectations? Mobile marketing- Has this been on your radar screen? do you have plans to be mobile friendly in 2016? read more >

Reaching Professional Tradesman: Why Content Marketing Works When Advertising Might Not

Contractors and professional tradesman often don't have time to read the latest trade publication or look at the magazines' website on a regular basis and might miss your message. Chances are, unless you only make one product, their interest at any given time may be on another product.read more >

4 Tips for B2B Social Media Success

It’s no secret that social media has become the major player in marketing, but with all the hype, there are still companies not ready to step up to the plate. In the beginning, business-to-consumer companies were reaping all the benefits of social media. Consumers were attracted to the informality of engaging with their favorite brands one on one. However, recently business-to-business companies have started to pay attention to the benefits of using social media.read more >

Do you Participate in LinkedIn Groups? Why not?

LinkedIn certainly is the most popular social site for professionals with over 347 million people participating. Certainly there must be someone in that mix you'd like to talk to. It's a great resource for product and industry knowledge, especially if you identify, join and participate in groups that share your same interests.read more >

When is Enough Content Enough?

As marketers, we're all trying to do more with less which begs the question, when is enough enough? Or should the question be quality vs. quantity? I'm of the opinion that good content is better than more content and that we should be focusing on where it's being targeted.read more >

Why Should You Use Short Videos to Attract Professional Tradesman?

As a manufacturer, are you capitalizing on this powerful tool to disperse your message? You don’t need a “Hollywood” production. As a matter of a fact, the ones done on a mobile phone would do just fine. We’ve done “man on the street” interviews with contractors at will-call counters and on job sites asking their opinions on tools and other products.read more >

Do you have a B-to-B Video Strategy?

Videos can be a powerful tool for any manufacturer, but they need to be done right. You need to have a video strategy before doing your first one. Don't do them because your competitor is. Do them because what you have to say is relevant, timely and well done. Yes, people would like to be entertained a bit, but what they're really looking for in our space is a solution to a problem. read more >

From MAGNET: How to Use LinkedIn to Promote Your Innovative Company

Each month we be feature a blog post from our friends at MAGNET (Manufacturing Advocacy & Growth Network). MAGNET’s mission is to support, educate and champion manufacturing in Ohio with the goal of transforming the region’s economy into a powerful, global player. You can visit MAGNET online at manufacturingsuccess.org. How to Use LinkedIn to Promote Your Innovative Company If you haven’t adopted LinkedIn as a means for promoting your company, now is definitely the time to do it. As of this week, LinkedIn has modified the format of company pages and this may prove to be especially beneficial for manufacturing companies. The change LinkedIn unveiled is the removal of the “Products & Services” tab of your company page in order to make way for showcase pages. Showcase pages allow you to extend your company page presence by creating a dedicated page for your most innovative products and services. On these pages, you can share content just as you would with company page status updates. The new format helps your company build long-term relationships with LinkedIn members who want to follow specific areas of your business that interest them most. In addition, it can help you attract the hard-to-reach younger workforce by presenting your company as an innovative and lively company. As many manufacturing companies have a complex and vast array of products and services, each with different audiences, showcase pages allow you to address different markets with customized content. Whether on purpose or not, LinkedIn’s showcase pages provide the ability to segment your audience and these people can choose to subscribe to any of your pages in order to receive content that’s tailored to what they’re interested in.  Keys to Showcase Page Success  Showcase pages have a lot of potential and provide an opportunity to highlight what makes your company…read more >

What part of selling is the “Human Factor?”

I know everyone is so focused on social media and content creation, but that's only the beginning of the sales cycle. When people identify themselves, who makes the sale - the internet or a person? I'd say unless you're selling a commodity or selling on price, there needs to be interaction with a person(s) along the way. In other words, the Human Factor takes over.read more >

Jerks are going to be jerks: Do’s and Don’ts for dealing with jerks online

Rachel Kerstetter, PR Engineer, Sonnhalter Sometimes in life you encounter people who are jerks. As children, we were often told to ignore the jerks. As adults we find ways to cope with the jerks we encounter throughout our days. It’s a little more difficult for companies to deal with the jerks on social media. Unfortunately social media also provides jerks with a megaphone for their poor attitudes. You can’t make everyone like you on social media, but you can take the high road when it comes to the social jerks who you encounter. Don’t fire back at them. If someone tweets nasty things at your company, don’t tweet nasty things back at them. It makes you look petty and like a jerk yourself. Do fix legitimate problems. People often use social media for customer service problems. If someone is having a problem that has them upset, they might come off as a jerk on social media. Publically respond that you would like to do what you can to fix their problem and ask for contact. For example, “We’re sorry to hear you’re having a delivery problem, please direct message us your email or phone number so we can find out more about your problem.” Or “We have been experiencing some issues with x, please call customer service at 800-xxx-xxx for an update.” Don’t let jerks scare you away from using social media. Often when we consult with a company who either refuses to join social media or has their channels locked down, it’s because they’re concerned about negativity on their social media channels. People will say what they want, if you let them say it on your channel you can be aware of it, try to fix it, or let your community come to your defense. Do let the rest…read more >

Are You Still Pitching or Are You Starting a Conversation?

I'm still amazed by the number of folks who are still trying to sell me something instead of trying to solve my problem. I think it's because they are struggling with their story and finding the right voice to tell it on. The old school model of glad handling and feature benefit selling has gone by the wayside for the most part.read more >

Social Media For Manufacturers

Rachel Kerstetter, PR Engineer Awhile back, we presented a webinar on social media for industrial manufacturers. Many in our clients' industries wonder if social media is worth their time, and we typically say yes. Social media is a broad and sometimes intimidating part of marketing. To simplify it just a little, we focus on the four areas where we see manufacturers receiving the greatest value: YouTube SlideShare LinkedIn Blogs To get the scoop, you can watch the webcast on YouTube and follow along on the slides below.   Webinar: Social Media In Manufacturingread more >

What Are You Doing to Drive Opted-in Emails?

Let's face it, we're all in this for the same reason. To talk with people who share the same interest and could possibly be or refer us a new client. So in order to do it get them to give up their email we better come up with some interesting and helpful stuff that will make them want to be in our look for future gems. It's not only what you have to say but how you say it read more >

Are You Leveraging Social Media Across Your Manufacturing Business?

There are all kinds of buzz words out there integrated marketing, 360 degree marketing, etc. They all have the same goal in mind and that is to take your marketing message and share it across all methods of communication. Place you customer in the center of your efforts and then deliver your information in various ways so they can get it in the format they prefer.read more >

Do You Repurpose Your Content?

Repurposing is taking an existing piece of content and communicating your ideas in different ways using different media (i.e. SlideShare, infographic, podcasts) to deliver the same message from several different angles. Not all content should be repurposed though. You should stick to your core message that's not time sensitive. read more >

Content Marketing: What Are Your Competitors Doing?

We hear a lot today about content marketing and how we all need to start producing more meaningful content to share. I'm OK with that, but most of us have the cart before the horse. Instead of starting to develop content, we first do a content strategy. Lots of us do this by taking a look internally to see what content might already exist and identify topics and resources for future development. read more >

B-to-B Marketers: Are You Utilizing SlideShare?

When we think of utilizing social media in the marketing mix, SlideShare is probably the most overlooked and underutilized tool. There are over 60 million unique visitors a month to SlideShare sites with over 215 million page views. Users are not only looking for good content, but also shared insights and SlideShare give you a platform for both. Plus, you get the added bonus of using the other social media tools to promote your Power Points. read more >

Why Content Curation is an Important Marketing Tool to Reach the Professional Tradesman

Why is it important to manufacturers who want to reach the Professional Tradesman? Chances are you have lots of bits and pieces of information on your products/services. They are scattered all over from catalog, tech sheets installations sheets, presentations etc. We as marketers are so focused on creating content, and in most cases, your first priority is to consolidate all relevant info on a product or service in one place. Once you see what you have, it will be easier to identify the pieces that are missing and need to be created. read more >
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