August 20, 2014
With all the marketing trends and new things over the last several years, email still seems to be the “workhorse” for most people’s marketing efforts. Recent research from Gigaom reports that over 75% of smart phone users check their emails on their phones. What I find remarkable, if you look at the chart below, 5 years ago paid search, SEO and digital ads would have been at the top of the list. Oh, how the more things change, the more they remain the same.
When you’re on the job site, how many times have your conversations been interrupted when a contractor has to take a call or his email dings?
Email is considered in this research as the most effective in reaching their goals – awareness, acquisition conversion and retention. Pretty powerful stuff!
It’s not surprising then that most marketers are planning on spending more time and money on email marketing. The key is what are you doing? Here are a few things to think about and they aren’t costly to implement.
- make sure your email is mobile optimized – most services like Emma and Constant Contact have that option
- make an editorial calendar of email topics and schedule them on a regular basis
- make sure you test and review results to make sure you’re getting the most out of them
- give them a link to something of value that will help them do their job better
The key is to use email as an effective marketing tool to get your message across.
If you like this post, you might like to read:
Why Email Marketing is so Important in Lead Nurturing to the Professional Tradesman
5 Tips on Improving Your Email Marketing to the Professional Tradesman
August 19, 2014
How many times have you seen an ad or read an article with a link, that when you clicked on it, it went to a page that was designed to be read on a full-size screen? Chances are you didn’t go any farther and clicked out of it.
Many B-to-B companies don’t realize that smart phone and tablets are increasing in usage as the primary source of getting on the web. Of smart phone users, over 25% use them as their primary device to connect to the internet. Tablet users show a higher conversion rate than desktop users. You should monitor your analytics to see how much activity is coming from these devices and act accordingly.
All your hard work of gathering valuable content won’t be read because it wasn’t optimized for the device it’s being read on. What a shame!
Bottom line is, deliver content to potentials in the way they use to access it. Responsive sites do that in that they recognize what kind of devices are trying to connect to them and react accordingly.
August 13, 2014
Everyone knows that B-to-B marketing is serious stuff. Maybe sometimes too serious! We need to write white papers and do microsites that talk about all the features and benefits. All good and necessary stuff, but is it memorable to a prospect looking at your brand? Now I agree that not all things may be appropriate for a humorous take, but most are and there are plenty of companies reaching out and taking the leap.
The president of our agency earlier this summer attended the annual BMA Conference in Chicago where one of the presenters was Tim Washer with Cisco. His topic was humor and why it’s important to use it.
Here’s an example from Tim Washer on how Cisco used humor introducing a new router .
Another example is Kinaxis who used the idea of a dating scenario to bring home the points on supply chain management.
Here’s an example of how Kinaxis puts humor into the use.
The challenge to all you conservative folks out there is to keep an open mind. I’m not suggesting you drop all the traditional stuff, absolutely not. But it’s not bad to show folks you’re human.
- These don’t have to be Hollywood productions.
- The key is delivering a key message using humorous situations.
- Keep it focused and under two minutes.
- Take a risk and dare to be different.
Let’s face it, we’re all humans here, and with all the things going on in the world, everyone enjoys a laugh. Make your brand stand out from the rest.
July 30, 2014
We’re all focusing on the next greatest product or making sales numbers for the month, but often overlook the very source of those sales.
Consistent contractor feedback is a key in establishing a long-term partnership. Let’s face it, we all have competition and contractors have choices. I think we’re missing opportunities to cement relationships and differentiate our brands. When was the last time you talked to a contractor that didn’t have an opinion?
It doesn’t have to be a complex program and your field sales guys can certainly help in this regard. Here are a few questions they should ask:
- What’s working - Find out what you’re doing right. Are they getting the tech support they need? Is customer service taking care of them in a timely manner? It’s a great way of finding out their level of satisfaction with you.
- What’s not - Here’s your opportunity for you to find out ways of things that need to be improved. After talking with several contractors, you will find out rather quickly if a pattern is emerging.
- What can we do to improve our relationship - Show them that you are proactive. It might surprise you. Together you may identify new opportunities.
Of course, the info you collect will be worthless unless sales and marketing compile a spreadsheet of all answers to review. Action items and process improvements. If you’re not ready and open to making changes, don’t waste your time or the contractors. When talking with tradesmen, there’s not a one of them that would love the opportunity to share insights. Wouldn’t you rather they share them with you instead of your competitors?