I know we all know “CONTENT IS KING” and we focus on putting out good stuff. But we should be just as focused on building the list to whom we’ll be sending all this valuable info. There are so many sources for gathering data from trade shows, PR and leads from advertising. We need to formulate a plan to separate them by market, industry or other criteria so specific targeted messages can be sent with a strong call to action.
It’s a fact that if you have an engaged database of subscribers, you have a captive audience, not only for them to read, but to share. I recently read a post on problogger.net by James Penn entitled, 10 Ways to Get More Email Subscribers For Your Blog that I thought brought home some key points.
Among them are:
Use multiple opt-in forms – have 3-4 in your newsletter template. The more you have, the better the chances of them signing up.
Offer a freebie for signing up – Give them a report, industry trends or white paper for signing up.
Use your most popular posts – They will continue to bring in traffic.
Create special reports on industry issues – Use already existing content to create.
Ask readers to join your email list – What better way to get people on board.
These are some great tips. What are you doing to increase your email lists?
Each month we’ll be featuring 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.
Sauder Woodworking and MAGNET Find A Way To Innovation
When Sauder Woodworking began seeing less growth and profits, the company couldn’t afford to invest in innovation, yet truly needed to explore new markets. By reaching out to MAGNET, the Sauder Company received structured guidance towards innovating a new kind of product and ensuring its financial success. In this video, you’ll learn how MAGNET helped lead the Sauder Woodworking Company to create the innovative and commercially successful WoodTrac Ceiling System.
Over the years, I’ve watched the relationship trend between clients and agencies shift from a partnership level to a vendor level. I’ve seen it from both the client side and the agency side.
Many times budgets force the terms of these relationships to change, but when you’re looking for an agency (or at your current one) the primary question regarding your relationship is:
“Do I need a partner or a vendor?”
via Trevor Hurlbut
Understandably, agencies prefer to be partners. Partnership, like a good marriage, and integration into and with your marketing team and plans make it easier for us to do what you need and make us invested in your work, and in your success.
A few of the benefits of making your agency your partner, rather than your vendor, are:
You know that you can call your agency and automatically be on the same page and your agency will regularly provide updates.
Trust is something that is earned, which takes time and is natural in a long-term partnership. It cannot be developed as an “on-call” vendor.
You know, and can depend on, your agency to produce what you need, when you need it.
You know your agency’s abilities and processes and your agency knows your message, your brand and your goals–in other words, you’re always on the same page.
Partnerships lead to a more secure, efficient and comfortable relationship. And if the word “partnership” makes you uncomfortable, might I suggest “going steady?” It’s certainly better than a one-nighter.
Each month we’ll be featuring 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.
Judith Crocker, Director of Workforce & Talent Development, MAGNET
As the economy in Northeast Ohio continues to rebound, the demand for skilled, educated workers in manufacturing is increasing.
Employers are seeking future workers from all sources and there is growing recognition of the role that women can play in these 21st Century careers.
Welding is one of those careers that offers great opportunities for women. A recent CNBC.com article illustrates the demand and potential for women in today’s modern manufacturing workplace.
In my list of top things I hate doing is getting a new car. It ranks right up there with going to the dentist to get a root canal.
My lease was coming due and I looked on the internet at options and customer satisfaction results and had narrowed it down to two models. I filled out the forms on the site, picked a dealer and waited for a response.
One dealer never got back to me, but I got a survey form the next day from corporate asking me if the local dealer contacted me and how my experience was with the local dealer. I told them I’d not been contacted. The next day, corporate called me to follow-up, but by then I’d driven the other car and was signing the papers when I got the call (told them I bought a competitor).
Great follow-up from corporate, but there was a missing link with the dealer I chose. Life Lesson—the sales cycle is only as good as the weakest link. Ironically, I never did hear from that dealer and they were supposed to be one of the best in the area.
The other dealer got back to me within hours, gave me availability of what he had and asked if I wanted to test drive one. I did and the sales process went smoother than I expected. I made an appointment to pick up the car and a check for the last three payments on my old lease.
I arrived at the appointed hour and my guy was too busy selling someone else a car, so he pushed me off on someone else who half-heartedly explained the features of the car and the how to’s, and of course, this new guy didn’t know anything about the check he was supposed to get to me.
I guess the original salesman thought the sale ended when I signed on the bottom line, not when I drove off the lot. I wonder if he’ll ask me for referrals? What do you think I’ll do?
So an experience that started off well didn’t end that way. Life Lesson—under promise and over deliver. The last thing that happens often is what you remember. I’m sure I’ll like the car, but my opinion of car buying hasn’t changed.
If you or I treated our customers like that, we wouldn’t be in business! Treat people the way you’d like to be treated.
Today we have a guest post from Candace Roulo, senior editor at Contractor magazine.
Since I have been writing for CONTRACTOR magazine, I just had my six-year anniversary in September, education and recruiting in the trades are two issues that continue to be prevalent. No matter what trade show or convention I attend, education and training are key topics that are discussed. Since education and recruiting are of utmost importance to the key associations and industry-specific manufacturers, it only makes sense that industry professionals are starting to rally behind the issues surrounding these topics.
You may have already heard this news… With so many people planning to retire soon from the plumbing, hydronic and HVAC industries, there are not enough people in the trade pipeline to fill all of the future available positions.
During the next 10 years, the country will experience a projected 11% growth in jobs across the board, and the HVACR and plumbing industries are expected to grow by 21%, according to the U.S. Bureau of Labor Statistics, and the HVACR industry is expected to need an additional 55,900 trained technicians; the plumbing industry, an additional 82,300.
You just have to wonder how we will find all these industry professionals, especially since the trades are still looked down upon by so many people. To me, this is the crux of the problem, so the industry needs to change the stereotype.
Of course, I understand that a tradesman/tradeswoman can have a lucrative career and have the opportunity to run his/her own business if he/she chooses to. He or she can also decide after years of hands-on work to go into a corporate environment – many of the people I meet that represent manufacturers are just that – a plumber or HVAC technician that decided to change up their career and work for a manufacturer in a corporate setting, so this proves that there are many paths that can be taken when having a career in the trades.
Everyone involved in the trades understands what a lucrative career this can be — the problem is that people outside of the industry do not know and that is where we are failing as an industry. To me it sounds like we all know what the problems are; we just keep revisiting them at conferences, conventions, seminars, etc. What needs to be done is to go out and promote the trades. We need to go to high schools and talk to counselors and kids about why they should consider studying a trade. This comes down to changing the mindset of the educational system in this county, so high school counselors not only promote college, but trade schools too.
At the moment, state education systems focus more on prepping everyone for college, and vocational classes and electives are being cut because of budget issues, etc., and many of the electives prepping kids for the trades are falling by the way side. So many of the students that are good with their hands and have a knack for technology are missing the boat and not being exposed to the basics of the trades.
In a recent Chicago Tribune’s Sunday Paper an opinion piece about this very topic was printed, Apprenticeship Programs Can Close Skills Gaps by Dick Resch, CEO of KI Furniture. In this piece he writes that the feds can’t solve the nation’s shortage of skilled labor on their own. I completely agree with this observation, so it’s time that we step in!
He also points out that skilled trades require an aptitude for math and technology. He then states that a skilled machinist makes about $60,000 per year and a Master welder can bring in up to $200,000 per year. You have to ask yourself, if this is the case then why are there not enough recruits going into these fields?
The good news is that in Illinois, employers are partnering with municipalities to expand vocational training, according to Resch, and there are vocational centers in a handful of cities teaching high school students skills that will be utilized in careers such as machining and welding.
The great thing about what Resch is doing is that he is bringing in high school students to tour his company and he also offers students internships at KI Furniture. I think the plumbing and HVAC industries need to take Resch’s lead and get kids interested in the trades by opening up their businesses for tours, offering internships and going to schools during career days to discuss the trades, pay ranges of different positions, etc. This would be one small step to take, but a step in the right direction that can make a big difference!
Candace Roulo, senior editor of CONTRACTOR and graduate of Michigan State University’s College of Communication Arts & Sciences, has 15 years of industry experience in the media and construction industries. She covers a variety of mechanical contracting topics, from sustainable construction practices and policy issues affecting contractors to continuing education for industry professionals and the best business practices that contractors can implement to run successful businesses.
