by tradesmeninsights | Jun 18, 2013 | Marketing Tips, Marketing Tools, Social Marketing, Traditional Marketing
Over the past several years, marketers have been focusing more of their efforts (both time and money) on social media.
Especially in the manufacturing B-to-B space, social certainly has a place to help set you up as an expert in your field of expertise, but it won’t replace more traditional ways of communicating like email. If you really want a tradesman to read something from you, which would you use, social media or email? I’d be willing to bet email.
Let’s face it, the life blood of your business (both existing and potential) lies in the quality of your database. The question is, how do you increase the size and quality of that database and what’s the best way to use it? By using traditional methods like trade shows, PR and direct mail along with social tools like YouTube, SlideShare, Facebook and Twitter, you can start identifying potential customers and start gathering email addresses for your database.
Think about this – if you go to sign up for a new social site, what’s one of the first things you have to give them? Your email! Even they know the best way to communicate is using this tool.
Consider some of these facts:
- The fact of the matter is folks respond better to emails than they do to social channels
- Email also lets you personalize your message
- They are checked more often than social sites
- It’s easier to sell through email than social sites
I listened to a podcast recently on socialmediaexaminer.com where they interviewed DJ Waldow the co-author of The Rebel’s Guide to Email Marketing. He shares his thoughts on how to use social to support your email activities. I’d recommend you take the time to listen.
by tradesmeninsights | Jul 7, 2011 | Marketing Tips, Traditional Marketing
Contrary to what people might say, email marketing is still a very effective marketing tool. The key to a successful program lies in the list. If you’ve ever done any email marketing, you know you can rent lists or have publications send out a message on your behalf.
But the best lists are the home-grown ones that you nuture from within. These can come from exisiting customers, potentials for trade shows or ad campaigns, but the key in the cases other than your current customers is having them give up their email address and opt-in to all the great things you want to send them. That’s where a good opt-in page comes in.
I recently read a post in CopyBlogger, 7 Steps to an Email Opt-in Page That Works that made several good points. Here are a few highlights that may seem obvious, but aren’t always followed:
- Determine who you want – this will determine the message you create.
- What do you want from them – you want them to sign up, so get to the point – one point.
- What should it include – a headline, benefits (what’s in it for me), call-to-action and actual opt-in form.
- How much info should you ask for – the more you ask for, the less will sign up.
Don’t overcomplicate an opt-in page. Use my old standby- KISS.
by tradesmeninsights | May 19, 2011 | Marketing Tips, Traditional Marketing
Email marketing is still a very good B-to-B business tactic. But like anything else, you’re always fighting for the attention of the professional tradesmen. Contractor’s inboxes are just as loaded as the rest of ours, so what do we need to do to get him to open ours?
Here are 5 tips to consider:
- Identify yourself – If they don’t know you, they probably won’t open it.
- Attention-getting subject line – Keep it short and benefit oriented.
- Provide relevant copy – What’s in it for me?
- Keep your copy focused and short – Get to the point; use bold headlines and give them a call to action.
- Build a good list – Use your existing customer lists but also ask your sales force for a list of its prospects and don’t be afraid to rent a reputable list.
Those are some of my tips. What’s working for you?
If you like this post, you might also like:
5 Tips to Improve Your B-to-B Direct Marketing Efforts.
by tradesmeninsights | May 27, 2010 | Marketing Tips, Traditional Marketing
E-mails are still a good “go to” strategy whether you’re a B-to-B or B-to-C marketer. When going after the professional tradesmen or contractor, we have found that timing is probably one of the most critical components to a successful campaign.
We have found that the time of day is usually a key factor in the open rate. We usually either have them sent at 6-7 in the morning or after 5 as these are the times contractors usually have time to spend on their e-mails.
Silverpop‘s recent poll ranked tactics that both groups thought to be important.
B-to-B marketers were highly focused on moving prospects through the sales pipeline, while B-to-C respondents were looking to increase customer loyalty.
What are some of the tactics that you find get better results?
Other posts you might find interesting:
Will E-mail Be Replaced by Social Media?
E-mail and Social Media are Tools B-to-B Marketers Plan on Using More of in 2010
E-mail Marketing for Industrial Markets: Common Mistakes to Avoid
E-mail: Still an Effective Method to Reach the Professional Tradesmen
by tradesmeninsights | May 26, 2010 | Marketing Trends, Traditional Marketing
When looking at what marketing tools to use, you have to look at your target and find out how they like to receive info. For the contractor that’s on the go, e-mail is still a viable option especially for the over-30 crowd. For the under-30 crowd, texting was the preferred method.
In a recent survey by eMarketer.com, they found 70% would rather talk to their friends and family via e-mail as opposed to social sites.
ExactTarget’s “2009 Channel Preference Study” also found e-mail on top, with 57% of U.S. Internet users preferring it for written communications versus 24% for texting and just 10% for social.
Texting was preferred by almost half of the respondents.
So, the bottom line is, don’t give up on a tool that has become part of our daily lives.
Other posts you might find interesting:
Will E-mail Be Replaced By Social Media?
E-mail and Social Media are Tools B-to-B Marketers Plan on Using More of in 2010
E-mail Marketing for Industrial Markets: Common Mistakes to Avoid
E-mail: Still an Effective Method to Reach the Professional Tradesmen
If you like this post, please share it with a friend.
