Do You Know How Tradesman Make Their Purchasing Decisions?

March 25, 2015

For a major new purchase, do you think a contractor or tradesman just walks into a distributor and asks what’s new, and then just buys it? Of course not.

They hear or read about a new or better solution to help them do their job better and more efficient. They research what other tradesman think about the idea, either on forums or in person. They research it online and download information to help them. It’s at this point they may contact their local distributor or manufacturer to get more questions answered or ask for a product demo.

2015 B2B Buyer Journey

The point is, the contractor has done lots of research long before they identify themselves to you as a potential sale.

Marketing’s role is to make sure that the right information is in the right place for contractors, whether it’s in trade publication ads, testimonials, product reviews, customer ratings, PR or social media. The fact is, B2B customers are 60-90% the way through a purchasing decision before they contact you! Yikes.

Heidi Cohen recently posted an article on how the 2015 B-to-B purchasing decision process has changed.

Here are some and points to consider:

  • 5% of website visitors provide an email address
  • 20% of marketing emails are opened
  • 1% of leads are nurtured

These types of challenges require some sort of marketing automation tools to help you better reach and engage prospects. You need to determine what content they want, put it where they want it and understand the next steps in their process.

What are your biggest challenges?


Are you using SlideShare to Generate Leads from Tradesman?

March 11, 2015

SlideShare is probably the most overlooked social media tool.

Close to 70 million visitors a month second only to YouTube is nothing to sneeze at. SlideShare was purchased by LinkedIn a few years ago which allows both platforms to work seamlessly together which is good news for you.

Why should you consider using it?  It’s a great way to market your business, showcase your expertise as an industry leader. Not only can you put up Power Point presentations and white papers, you can upload videos by using SlideSharepro  and have a way to repurpose your webinars or online training options.

If you’re worried about sharing your information with the world, you can upload content that you can make available to select audiences (by invitation only).

The most important reason for using SlideShare is to generate leads. Peg Fitzpatrick recently wrote a great post on Social Media Examiner on ways to capitalize on getting leads.

She focuses on ways to collect emails from viewers, how to use links in slides, why you should add visual calls to action and lastly, why the description. It’s a good quick read.

Heidi Cohen outlines 10 actionable marketing tactics to get the most out of leads.

Don’t miss out on this valuable tool that will help you not only become a thought leader, but generate leads at the same time.


Are you Using Mobile to Share Your Content with Tradesman and Contractors?

March 10, 2015

The professional trades are no different from normal consumers when it comes to using mobile. There have been a few recent articles in eMarketing.com about both time spent on mobile devices and what’s being used to open and read emails. The most recent eMarketing article has to do with B-to-B content marketers not using the mobile platform to spread their message.

What I find especially interesting is mobile is last on the list and social media is second. Do they think contractors are checking their Facebook or Twitter accounts during the work day to see what kind of info a manufacturer is promoting that day? I wonder if those content marketers really understand how and what might be useful to a contractor on a job site.

Besides the content they want to deliver, they need to consider apps and mobile tactics. Here are a few.

Possible Apps to Consider:

  • Product information
  • Engineering or other calculators
  • Installation and troubleshooting instruction videos
  • Productivity tools
  • Competitive cross-reference charts
  • Ability to check current inventory levels
  • Distributor locator with direct links

Top Mobile Tactics to Consider:

  • Responsive website – so it can be read on any device.
  • Mobile-friendly campaigns - optimize landing pages.
  • Mobile advertising - can be tailored by location, time and device so take advantage of them.
  • Mobile email - make sure your HTML can be read properly on these devices.
  • Mobile apps - apps let you secure a prominent presence on your customer’s device.

Why Should You Use Short Videos to Attract Professional Tradesman?

March 4, 2015

Short videos are ideal for social media and for you to gain reach and shares.

As a manufacturer, are you capitalizing on this powerful tool to disperse your message? You don’t need a “Hollywood” production. As a matter of a fact, the ones done on a mobile phone would do just fine. We’ve done “man on the street” interviews with contractors at will-call counters and on job sites asking their opinions on tools and other products.

Did you know – Videos convey more info per minute than any other media and 65% of the public like to learn via videos.

In my opinion, you’re better off making a series of very short videos (keep each to one thought or idea). Ideally under 2 minutes is what I tell folks to shoot at.

 

Here are some thoughts on content.

  • Focus on a problem your customer might have from their perspective (what happened if the problem isn’t resolved?)
  • Provide tips to solve it.
  • Utilize the video medium to show examples or illustrate a solution. Here’s your chance to be creative.
  • Make sure they know your company has the solution to solve their problem.

Donna Moritz did a recent post in Social Media Examiner that talks about 6 ways to use short videos in social marketing. Here are some highlights:

  • How to video - solve a problem.
  • Highlight your skills - what better way to get your value proposition out there.
  • Showcase an event - trade show, association event or new product intro.
  • Go behind the scenes - give the viewer some insights of your company that they normally wouldn’t see.

She also outlines 10 tools you can use to create and edit short videos.

The bottom line is, use video in your marketing efforts.


LinkedIn Still the Top Performer for B-to-B

February 17, 2015

I don’t know about you, but LinkedIn continues to be a top performer for me and my blog posts. The top referrer is search engines, but LinkedIn is a strong second and Twitter is third for getting the right eyes on my blog.

A recent article in eMarketer.com confirms the fact that among top social sites for B-to-B, LinkedIn remains on top for both usage and effectiveness.

I use LinkedIn exclusively to share my posts with not only the folks that linked to me, but to the numerous LinkedIn groups that I belong to. I’ve had clients who have great success in recruiting the right kind of talent using their paid job searches.

Are you using LinkedIn, and if so, are you having similar success?


Are You a Strategic or Tactical Thinker?

February 10, 2015

Strategic or Tactical, which is more important? It takes both to ensure a comprehensive marketing program. Most of us have no problem doing tactics since we can list the tasks and check them off.

Strategic thinking is another matter. It really sets the tone from which the tactics are identified and then implemented.

Jason Falls from Social Media Explorer summed it up very simply on what the difference is.

Strategy vs. Tactic Pyramid

Strategic thinking identifies who we are or who we want to be. What do we stand for?

Tactical identifies those things (what we do) in order to support our strategic thinking.

My biggest challenge is that I always tend to fall back on tactics because I can, in my own mind think that by checking off tasks, I’m accomplishing something. I guess I am, but it’s short-term.

The best way for me to make sense of both of them is that strategic is long-term and tactics are more short-term.

Do you have the same struggle with strategies like I do ?

I know we need both and we can’t have meaningful tactics until we have a strategy.


Online Video Training Can Make Contractors Be More Productive

February 4, 2015

From a manufacturing point of view, it’s in your best interest to train contractors on the best way to install your product. It eliminates call backs and helps contractors sell more of your stuff. No surprise there, but with sales forces that are stretched thin, now they can only do so much training. Where do they focus their efforts – on the distributor’s sales force or on the end user?

The answer is use online training for both.

  • You can train distributor sales on new products, not only on features and benefits, but also on where/when they should be used. There are several eLearning options out there that can test them after to make sure they got the point.
  • You can train contractors on new products/processes and installation tips.
  • Online lets them take the course on their timeline, not yours.

Both distributors and contractors want to get the most out of both employees as well as opportunities, so you’re better off arming them with the right info.

  • According to the American Society of Training and Development, companies that spend $1,500 or more per employee average a profit margin 24% higher than those who don’t invest in their employees.
  • Deloitte reports that 18% of all training is now on smartphones.
  • Cisco’s VNI Global IP traffic and service adoption forecasts that by 2018, 79% of all internet traffic will be videos.

If you like this post, you might want to read:

Do You Have a B-to-B Video Strategy?

Manufacturers: Are You Missing out on Video Opportunities?

B-to-B Video is on the Rise: Are You Taking Advantage?


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