by tradesmeninsights | Jan 7, 2010 | Marketing Tips, Social Marketing, Traditional Marketing
As social media continues to grow, B-to-B marketers better be on board or the train will leave them at the station. In a recent Social Media Marketing Industry Report, it interviewed nearly 900 marketers. 88% were already using social media and 64% were using it 5 or more hours a week.
Their top 3 reasons for using social were exposure, increasing traffic and building new business relationships.
Does this sound like something you’d like to do? The professional tradesman is no different than any other consumer. Their time is limited and they choose the way they receive info both on a personal and professional level. The key for us marketers is to integrate social into our existing CRM programs. Steve Nielsen of Partner Up recently wrote a post on ways this could be accomplished. Here are some of the highlights:
- Online communities are more than networks; they’re end-to-end marketing engines that allow you to address customers’ concerns in real time.
- Online communities have the capacity to yield instant insight into brand awareness and reputation.
- Social media is a disruptive force turning traditional marketing and CRM on their heads. Those that can harness this disruption stand to gain the most ground.
According to Nielsen, companies seeking to re-energize their marketing should integrate online data into their existing CRM programs. Companies that follow this will become more relevant by transforming customer relationships and generating measurable business results.
So what are you doing to use social to reach those professional tradesmen? I’d like to hear from you.
by tradesmeninsights | Jan 6, 2010 | Marketing Tools, Social Marketing
When it comes to online issues as they revolve around the B-to-B community, it’s mostly assumed that we are lagging behind. That may be true in some cases and we may not be using the latest widgets, but for the most part those that have embraced online activities do a pretty good job at it. Because some of the products our clients sell have a long selling cycle, means they have plenty of time to build and nurture a relationship. B-to-B marketers are utilizing the basics, Web sites, search, newsletters and now social to continue to build their brand and sell products.
Why B2B Companies Have a Distinct Advantage Online
I’m not alone in this theory. Valeria Maltoni in a recent post, Why BtoB Companies Have A Distinct Advantage Online, outlines opportunities for the B-to-B world. That includes the case for customer communities and ways to go from conversations to conversions. It’s an interesting read and gives hope to all of us in the B-to-B world that we’re doing something right.
I’d like to hear what you think on this issue.
by tradesmeninsights | Jan 5, 2010 | Marketing Trends, Social Marketing
Marketers in the B-to-B world and especially in the industrial or construction sectors are reluctant to try new things. One of the reasons is that in some cases their companies have been doing the same type of marketing for years, if not for decades.
Obviously over the last year or so they have been forced to think “outside the box.” Recent research from Forrester states that consumers (yes, professional tradesmen are consumers too) now nearly spend as much time online as they do watching TV.
Razorfish “Digital Brand Experience Survey” shows that even though consumers are more empowered than ever before, they still desire a relationship with a brand, and a brand has a major say in that relationship. It’s just that brands need to shift their thinking from one-way advertising to two-way consumer experiences if they want to take advantage of the attributes of the digital world.
I’m grateful to my good friend and mentor Michael Gass who passed on this Razorfish research and some key takeaways:
- Consumers are not shutting out brands – they’re interacting with them. 77% of consumers surveyed have watched a commercial or video advertisement on YouTube with some frequency; 69% have provided feedback to a brand, either through a web site or a third-party service like GetSatisfaction.com; 65% have played a branded browser-based game. Moreover, 70% have participated in a brand-sponsored contest or sweepstakes.
- Digital experiences create customers. The overwhelming majority of consumers who actively engage with a brand in digital fashion are much more inclined to purchase products and recommend the brand to others.
- Digital can make or break a brand. 65% of consumers say that a digital experience, either positive or negative, changed their opinion of a brand. Of those, 97% said that their experience influenced whether they eventually purchased from the brand.
- This is the year of the brand fan. According to this study, 40% of consumers have friended a Facebook brand page, and 26 % have followed a brand on Twitter.
Click here for a download PDF version.
by tradesmeninsights | 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 tradesmeninsights | 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 tradesmeninsights | 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.
