Marketing to contractors is different than general marketing. Instead of pitching products, talk about solving problems. Contractors are busy and looking for solutions on how they can do their jobs better and make more money.
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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.