by tradesmeninsights | Jun 21, 2011 | Marketing Trends, Social Marketing, Traditional Marketing
The Institute for the Study of Business Markets (ISBM) recently released their new finding on B-to-B Marketing Trends for 2012. The study highlights the need for change from investing in the best tools available to truly understanding the needs of your customers. This means getting access to meaningful market and competitive insights and helping clients understand the power of business segmentation.
Among the top 3 quantitative study results were:
- More effectively quantify and communicate value created for customers.
- Better understand what the customer really needs.
- Identify new opportunities for organic growth.
The study breaks down each of the seven findings into key findings, examples of who’s doing it right and a resource to help you along the way. It’s an easy read and one I’d recommend any marketer take the time to review.
by tradesmeninsights | Jun 15, 2011 | Marketing Tips, Social Marketing, Traditional Marketing
Most of us spend a considerable amount of time online. Did you realize that almost half that time is spent with published content?
Over 27 million pieces of content are shared everyday according to AOL/Nielsen research. Most of the content is shared with family, friends and business associates. E-mail and social networking sites are the two most popular ways of sharing.
I recently read a post by Heidi Cohen that outlines 8 Tips to Share Content via Social Media and Email that’s worth the read. She explains that when it comes to sharing information, it’s critical to establish your organization as a trusted source so you can build relationships. Here are a few tips I like:
- Create attention-getting headlines.
- Share content your target audience wants to read.
- Integrate a call to action to engage readers and hopefully they in turn will share.
- Facilitate social sharing by giving readers options of ways to share.
Don’t miss out on the opportunity to share good content that’s already been published. You can enlighten the world and build credibility at the same time.
by tradesmeninsights | Jun 14, 2011 | Marketing Trends, Social Marketing, Traditional Marketing
If you’re looking to reach the professionals who run and manage manufacturing facilities, which media would serve you best? It appears that an integrated plan is best. Gardner Publishing recently released findings from a survey, Media Usage of Manufacturing Facilities that showed high usage of the web, other e-forms of content delivery, along with traditional print advertising to be the leading sources of information.
They surveyed 1885 manufacturing executives, production managers and engineers mainly serving the durable goods industries. 80% of those surveyed indicated they had direct responsibility for the purpose of manufacturing equipment, software or tooling. Here are some key findings:
- Almost 90% use trade magazines, search engines, supplier or industry websites to locate info.
- There are few differences in preference for print versus digital media. There are generational differences though in the use of social media.
- Trade magazines continue to be the most preferred source for industry news, events and business/market data.
- Purchasing influences in this sector tend to be older, well educated and technically oriented.
- Trade shows remain a strong source of information.
- E-newletters also rank high for discovering new products and processes.
- Most used mobile device is a laptop followed by the smart phone.
The 28 page report details the findings and is available free.
by tradesmeninsights | Jun 9, 2011 | Marketing Tips, Social Marketing
This is for those of you who are still on the fence on social media and how it might fit into your overall marketing strategy.
According to Forrester research, over 90% of B2B buyers are already using social media tools, often to research and execute purchases.
Consider these facts:
- Facebook – There are over 500 million active users.
- Twitter – 175 million and growing. In 2010, there were 25 BILLION tweets!
- YouTube – 35 hours of video are uploaded every minute.
- Flickr – 3000+ photos uploaded every minute.
Needless to say, B2B marketing needs to look at the opportunities social may bring to the table. Most B2B relationships are established through direct interfacing and building relationships. It’s amazing how many people in this arena share their knowledge and build networks. What better place to demonstrate thought leadership.
If you’re looking to buy something and you’re looking for feedback from someone who already has made the decision, social is an ideal place to get that feedback. B2Bento has a white paper, Social Media for B2B Marketing that’s worth reading. It outlines strategy and guidelines and shows examples of what others are doing.
Are you ready? Jump in the water is fine!
http://www.b2bento.com/whitepaper/SocialMediaB2B.pdf
by tradesmeninsights | Jun 8, 2011 | Marketing Tips, Social Marketing
Some people can come up with excuses for everything. Have you heard this before? I have and after asking a few questions of prospects or clients, it comes down to this:
- No corporate goals for how social should be integrated into the overall marketing plan – You wouldn’t initiate a PR or direct mail campaign without identifying a strategy, tactics and how it would integrate into the bigger picture.
- No one minding the store – They don’t have a go-to person who is responsible for the program. It doesn’t have to be a full time position (most don’t need to be), but it should be included in someone’s job description to make them accountable.
- Recyling content – Why would you go to the time and expense only to republish existing stuff? Remember, one of the objectives of social is to become a thought leader, not a recycle king.
- Building a community – You’re looking for a specific audience right? May be engineers, electricians, whatever. You need to dig a little to see where they are hanging out (forums, LinkedIn groups, etc.) and you need to start building your community. That’s the beauty of key words and phrases so you can look for like-minded people on Twitter for example.
- Social media isn’t free – Everyone thinks social is free. While it’s true outside start-up costs are minimal, there is human capital that needs to be spent. Realize this and make sure management knows the associated costs. One nice thing about social is it is relatively easy to measure activity.
Those are my thoughts on why social media doesn’t work. Are there other issues you’d like to add?
by tradesmeninsights | Jun 7, 2011 | Marketing Tips, Social Marketing
In the social media arena like in the real world people need to know, like and trust you in order to have a meaningful relationship. In the social media space, things are somewhat different in that you can’t choose the people following you.
Bear in mind that more people are watching than participating. According to Heidi Cohen, your typical social media audience is comprised of about 90% who are lurkers (just watching and listening but aren’t jumping into the conversation). Of the balance, about 8% are actually participating in conversations and less than 2% are highly engaged.
Here are some tips on how to be who you are (transparent):
- Let people know who you are if you plan on jumping into a conversation – Believe me, they will eventually find out and if you’re doing this as a representative of a brand, not only will you suffer but so will the brand.
- Listen before you leap – Don’t jump right into a conversation. See what others are saying and don’t just talk for talking sake. If you can’t contribute something, just continue to listen.
- Use human speak – In other words, talk like you normally do in a conversational tone. Leave the corporate speak out of this arena.
- Be responsive – If you do a post and someone responds, acknowledge and answer the question even if it’s with an I don’t know but I’ll get back to you answer. It’s just common courtesy and if you want to build a relationship, you need to have more than a one-way conversation.
- Don’t overshare – This is especially true when it comes to sensitive or confidential material from your company. Remember, you need to set limits and once it’s out there, it will be there forever!
Those are some of my thoughts on the subject. If you’d like to add to the list, please feel free to.
If you like this post, you may want to read:
Social Media: 10 Rules to Abide By
Social Media Introverts: Here are Ways for You to Come out of the Closet
