Blogging Tips to Increase Marketing Efforts to the Professional Tradesmen

September 17, 2014

For those who follow me on a regular basis, you know I’m a big supporter of blogs. It seems that most companies now are at least considering doing a blog.

Here are a few good reasons you should consider a blog for your company:

  • Websites are mostly static - Once a contractor has been to your website, why does he need to go back? He knows who you are and what you do. If you don’t get him to follow you on an RSS feed or fill out a form to be on a mailing list, you basically have lost most visitors.
  • Thought leadership - One of the main objectives of a blog is to set you and your company apart. What better way to increase your brand awareness and generate new leads?
  • Keep your customers/prospects coming back - When you publish new content on a regular basis, customers and prospects keep coming back. It also allows for interactions with both categories.
  • Re-purpose content - You can take a current post and use it on Facebook, Twitter and LinkedIn to gain additional exposure.
  • Blogs can provide additional in-links - Once you establish yourself as a thought leader in a category, others will begin to link back to you and this will alert search engines that you must be saying something important.

Blogging is a collaborative process. You need and want to interact with your audience.

Here a few tips on writing a good posts:

  • You need a catchy title - Like anything else, if you can’t spark an interest, folks won’t click on to read your words of wisdom.
  • Know your audience - Know what issues are affecting them on a regular basis.
  • Have an opinion - People follow you because you give them a unique insight. Set yourself apart.
  • Be yourself - Let your personality shine through. Write like you talk. Inject some humor when appropriate.
  • Engage your readers - Ask for opinions, or if the subject matter is somewhat controversial, ask for a counter viewpoint.

Blogs are a lot of work, but if done properly, can set yourself apart in your market and ultimately get you new customers.

 


Is Brand Advocacy Part of Your Marketing Strategy to Reach Tradesmen?

August 26, 2014

Let’s face it, in an ideal world we’d all want our customers to love us! We all know that’s not going to happen, but I’ll bet you might have more advocates for your brand than you think.

Why are brand advocates important? Studies show that people rely on peer recommendations and reviews before purchasing goods. Contractors are no different, especially if you’re introducing a new product or application they haven’t used or seen before. They certainly don’t want to be the first to try something.

Brand advocates are more than loyal customers. They are your ambassadors in the trades. I’ve seen contractors with tattoos of company logos. That to me is the ultimate.

Some brand advocates will surface on their own by commenting on your blog or website several times or talking you up on an online forum.  Others might offer positive comments on a survey or warranty card. Don’t forget to ask your sales staff in the field who are calling on contractors, as well as your customer service department. They certainly should be able to identify a few. Hopefully a few will be high-profile folks within some associations that you are a part of.

One of our clients in the plumbing market was able to identify and nurture several advocates over the years. Once they brought the top 10 contributors into the main office and treated them like royalty for 2 days and then sent them home. They got a plant tour, a look at what was coming down the line as new products and met with customer service and technical people that they interface with on a regular basis on the phone or with emails. You wouldn’t believe the results of that effort. They became ambassadors on steroids!

Once you’ve found them, then what? You should set up a brand advocacy program that will give them ways to help you grow the brand. Here are a few ideas:

  • Ask them to write testimonials or reviews on new products. Then ask them to share them.
  • See if they would be willing to do a case history for you.
  • If timing permits and you can meet them at an association meeting or trade show, see if they would let you  interview them both for a podcast and testimonial video.
  • Ask them for referrals.
  • Have them test and evaluate new products before they are brought to market.
  • Have them identify potential new products.

This needs to be an ongoing effort so you’re always adding new advocates to keep the message current and fresh.

Don’t miss a golden opportunity for your customers to help sell your brand.


Email Marketing – Is this the best way to reach the professional tradesman?

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


Manufacturers: Do You Have a Responsive Website? You Should.

August 19, 2014

SON-416_Responsive_mockup

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.


Why Content Curation is an Important Marketing Tool to Reach the Professional Tradesman

July 16, 2014

What is Content Curation?

Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme. The work involves sifting, sorting, arranging and publishing information.

Why is it important to Manufacturers who want to reach the Professional Tradesman?

Chances are you have lots of bits and pieces of information on your products/services. They are scattered all over from catalog, tech sheets installations sheets, presentations, etc. We as marketers are so focused on creating content, and in most cases, your first priority is to consolidate all relevant info on a product or service in one place. Once you see what you have, it will be easier to identify the pieces that are missing and need to be created.

Professional tradesman are always looking for help in solving problems, and it benefits both you and them if they can go to one source and get all their questions answered.

Wouldn’t it make sense for a potential customer who is interested in left-handed widgets to find one source that could:

  • help evaluate your situation and options available
  • give you an independent industry perspective on possible solutions
  • give you guidelines on what products to consider for the project at hand
  • give you tips on installation
  • give you troubleshooting suggestions
  • give you tips on maintenance

So if the number-one challenge to marketers is lack of time, doesn’t it make sense to organize first, then prioritize how you’re going to fill the holes?

Heidi Cohen wrote an interesting article recently, The Top 10 Reasons You Need Content Curation in Your Content Marketing Mix where she outlines her reasons to use content curation.

Here are a few that caught my attention:

  • it provides a variety of perspectives which helps increase its credibility
  • positions you as a thought leader in your field
  • good content will be shared leveraging other people’s audiences
  • builds your brand
  • content can be segmented for social media and drive folks to your curated site with more information that they requested

So don’t take the ready-fire-aim approach to developing content.  Take an inventory of current assets before developing new ones. Also don’t try to do everything at once. If you have products that serve several markets, pick one, do it well, document results and then plan the next one.

 

 


Tips on Making your Landing Pages Better

July 15, 2014

Hopefully, as part of your strategy to move prospects along the selling cycle, you are using  landing pages in order to deliver on what you promised. It’s also a great way to track responses. It could also be a way of losing a potential customer.

Here are some tips that might help results:

  • Keep it simple - Deliver on what you promised to get them there in the first place.
  • It’s not about you - How can you help them with a problem that got them there in the first place.
  • This is not an ad - They’re not looking for a sales pitch, but answers to specific questions.
  • Powerful content - Keep it relevant. Don’t focus on key words. Instead, make what you say useful and valuable.

All too often folks want to talk about 5 different things and give them additional links. It won’t work. Just ask yourself – why did they click on a call-to-action that got them here? Then deliver what you promised.

If you want to learn more, you might want to read:

Are you Using Landing Pages?

Product Landing Pages: Tips on How to Improve Performance


Are Your Sales and Marketing Departments on the Same Page?

July 9, 2014

Sales and marketing must work together to define the ideal client and determine how and what to get in front of them.

Social media and the internet in general has changed the way people buy. Today, research is done online long before the potential customer identifies themselves to a prospective vendor. So what can you do to ensure that when the buyer is ready, you’re on the list to talk to?

This is an issue that continues to frustrate marketers and sales across the board. Both disciplines have insights to offer and neither should be working in a vacuum.

I read an interesting article recently by John Jantsch from Duct Tape Marketing that addresses this very problem. He states: “My take is that for organizations to take full advantage of the dramatic shift in the way people and organizations buy today they must intentionally blend inbound marketing, outbound marketing and inbound selling a way that mirrors today’s customer journey.”

He offers some suggestions on how they can work together. Here are some highlights of shared responsibilities:

  • Planning - When marketing is creating a plan, involve sales. They have insights that marketing doesn’t. Their insights are invaluable in helping define the customer journey.
  • Editorial – Even if sales people aren’t great writers, they certainly can identify pain points along the way and possible solutions for marketing to write about.
  • Social - Make sales aware of social opportunities, whether it’s LinkedIn or participating in an industry forum that social is a good networking tool.
  • Engagement - Have sales and marketing make calls together or write a proposal.
  • Measurement - Forget quantity and focus on quality of lead and how you can take them down the sales funnel. Focus on creating a profitable customer.

If you liked this post you might like:

Are You Getting Your Sales Force Involved in Social Media? 

How Does Social Media Impact a B-to-B Purchase?

 


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