A landing page is ideal for a next step in the lead process. A good landing page will target a particular audience using a unique page that allows visitors to download the appropriate content (you wouldn’t have the same offer for say a tradesman and for a design engineer). They also help you track and monitor activity by offers so you know what works and what doesn’t.

I recently downloaded an e-book, Optimizing Landing Pages by Sarah Goliger from Hubspot that outlines the basics on what needs to be included, how to get them shared, using them as a lead nurturing tool and thanking them for responding.

Here are some highlights:

• By directing them to a specific page with an offer and the appropriate form to fill out, it makes it more likely that they will complete the form and convert to a lead.
• If your visitors decide to download your offer, why not invite them to share your content?
• Lead nurturing is a very important part of the process. 50% of those who respond aren’t ready to buy just yet.
• 78% of sales that start with a web inquiry get won by the first company that responds.
• By sending a follow-up thank you to those that downloaded material, you have the opportunity to offer them additional info and downloads, as well as asking them to share this with others via social media.

So if you’re not using landing pages, you may want to give them a try. I think you’ll see that you’ll not only get more leads, but better quality ones.

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The Best Way to Reach Professional Tradesmen: Drip or Closed Loop Marketing?

According to eMarketer, tablet users in the USA will reach almost 90 million by 2015. By 2015, there will be almost 150 million smartphone users.

So what can you do to dip your toe into the mobile market? I’d suggest you add a mobile component to an existing program and track the results.

Add a video via a QR code in an ad or on packaging that takes them to a helpful video. Do a mobile friendly landing page where they can easily find their closest dealer or store to buy.

Try something. Monitor the results and then try something else. This is the only way to get in since the choices are so overwhelming.

Here are a few other good reasons to incorporate mobile:

Integrating mobile marketing into your overall plans helps support every phase of the purchase cycle, based on data from eMarketer via Millward Brown-Dynamic Logic.

From a marketing perspective, it’s important to understand how and where consumers use their mobile phones. As smartphone penetration continues to increase, mobile phones are no longer just for talking. In fact, according to comScore, only one out of four owners use a phone solely for voice communications.

Mobile is here to stay so you should jump in sooner than later.

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Are You Considering Mobile Media as a Strategy to Reach Professional Tradesmen?

Content like white papers, fact sheets, case histories and webinars are just a few examples and might be used at different stages of the sales funnel. Online content is the fuel for new leads in the B2B arena.

It stands to reason that if people see that you both identify problems/issues and address possible solutions, that you not only will accomplish the first goal, but they might even identify themselves as a possible new lead.

A recent survey from MarketingSherpa was highlighted in a post in eMarketer.com that highlighted the kind of content customers are looking for. Highlights include:

• Why content marketing is essential to B2B leads.
• How B2B buyers use content.
• What type of content is best for generating leads.
• How marketers can leverage content marketing formats.

Sonnhalter is partnering with Joe Pulizzi, a nationally-known content marketing expert and founder of the Content Marketing Institute, in hosting a webinar on the growing area of content marketing for B2B. This free, one-hour webinar will be Thursday, February 2, 2012 at 1:00 p.m. EST. Participants can click here to register for the “8 Content Initiatives You Need to Seriously Consider for 2012” webinar.

A recent survey by Equipment World Magazine  on thosre contractor that had smart phones:

• 85% view e-mails
• 81% use it to text
• 71% connect to the internet
• 52% use apps.
• 24% visit social sites
• 20% watch videos
• 4% don’t use it for any of the above

Those are some impressive numbers and should tell us all that we’re missing the boat if we’re not including mobile marketing into your overall program.

But before you jump in right now, why don’t you ask the guy in charge of your web analytics to see how many people are coming to your site currently via a mobile browser.

I’m not saying you shouldn’t consider a strategy, but a QR Code isn’t a mobile marketing program.

I get a kick out of QR codes that go to the regular website that’s virtually unreadable. DON’T SEND PEOPLE TO A NON-MOBILE SITE.

If QR codes are going to be part of your strategy, then WOW them where you take them. That’s been one of the biggest complaints (disappointments) from most users that scan the code. If you put them on product packaging, make sure, for example, a how-to-use video is short and clear. Make them glad they went to the extra effort. Also tell them what to expect to get if you scan the code, i.e. a coupon, how-to video, chart to find the right size tool.

Beyond using a QR code, apps that help the tradesmen do their jobs are really a good way to connect with them. Calculated Industries has mobile apps for phones that allow a contractor to download specific calculators onto their phone. RIDGID has a digital level download for your phone. Something useful that a contractor can use.

Are you starting to think about a mobile strategy, or maybe you already have one in place? I’d love to hear about your success stories.

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

What are You Doing to Reach the Young Professional Tradesmen?

Tablets and Smartphones are Changing the Way Manufacturers Will be Reaching the Tradesmen.

What are You Doing to Insure a Successful QR Code Campaign?

Are you Considering Mobile Media as a Strategy to Reach the Professional Tradesman?

So it begs the question – is your website optimized for mobile users? I recently read an article by Jamie Turner in Social Media Examiner, 9 Tips for Optimizing Your Website for the Mobile Users that I thought was very helpful. Here are some highlights:

• KISS - keep it SIMPLE.
• Plan your site layout - keep pages to a minimum and the layout simple.
• Match branding elements - make sure mobile site looks like your regular site (look and feel).
• Avoid Flash and Java - Apple products don’t Flash and many phones don’t support Java.
• Reduce the amount of text entry - use dropdowns, checklists or prepopulated fields when possible.
• Use mobile redirects - make sure your site has the correct software so it can identify a mobile user and send them to that version of the site.

Have you made sure your website is mobile friendly?

I caught up with Lisa Bordeaux from BlueVolt recently to talk about the importance of using online training. Everyone is looking for ROI. 

BlueVolt provides online training centers for manufacturers, distributors, buying groups and trade associations. They have delivered more than 1 million courses to date. They have been a strategic partner of ours for over 5 years and have helped several of our clients in this area.

Lisa explains the differences of why Manufacturers and Distributors use it and why their reasons are different. She also talks about the different ways to learn – Observations, Conferences, Classroom and Self-Study.

Here are a few highlights:

Training – It’s not on fire (easy to push out) – but in our customers’ experience – it’s one of the most significant things you can do for the bottom line. We have customers telling us certified people are outpacing their industry averages by 16-24% YOY. Not sure what other efforts have that impact.

Training – get it as close to the guy as possible – usually folks have 10 minutes in the afternoon to learn something – our buying group customers – say their member employees spent the ten minutes surfing a supplier site for product information – but by bringing it all in one place and putting the incentives on it, like we do – they spend the 10 minutes becoming better sellers – and that’s time well spent.

Enjoy. Listen here.

They take the mystery out of it and explain in a no-nonsense way how to get the most out of Social if indeed you jump in.  And it’s about the ultimate goal – driving business.

This easy-to-read book highlights if you should be in social and how you should approach it if you are. Since they both come from the marketing side, they not only show practical examples of both BtoB and BtoC users, and how you can integrate social media into your overall strategy. Highlights include how to plan, implement and monitor.

Blogs make their search easier.

 
2011 HubSpot ROI Study
In a recent 2011 HubSpot ROI Study, 69% of businesses surveyed said that blogging attributed to their lead generation success. The study also found that 75% of businesses believed SEO was a primary factor. The study shows companies that blog attract 55% more website visitors than non-blogging companies.

Blogs generate far more visitors by:

o Search visibility – blogs are organized to be search engine friendly. Plus the more content you have (well-linked), the more chances there are of attracting search traffic.
o Click-through traffic – through posting interesting articles a blog gives a reason for other people to link to you.
o Repeat traffic – regularly updated content and comments bring visitors back… and back… and back. Most company websites are not conducive to repeat traffic, particularly if your website hasn’t been updated in 5 years.
o Personality - create a blog around your company’s culture and let your personality shine through. People will be attracted to you. People like to associate with people they like. It’s hard to make friends with a business, but easy to warm to an individual with a welcoming personality.
o Viral effects – you create something cool and visitors tell their friends, who tell their friends… and so on.
o Authority/credibility – blogging allows you to become an expert in the minds of your prospective clients.

Company Website | Blog
Your company’s website functions well as an online brochure, a place for your credentials and credibility. A website doesn’t have the potential that a company blog has for significant online traffic and to provide prospects a reason to visit often. A blog can be the gateway to your company. Through content marketing, focused toward a specific target audience, a company’s blog can become a great lead generation tool for new business.

Your company’s website is about YOU, but your blog should be about THEM. Blogging keeps you focused on what is important to your prospective clients. It forces you to speak to their benefit instead of your company’s products and capabilities. Blog content, if developed correctly, will have more appeal to your prospective client audience because it is focused on their marketing needs and challenges.

I have to believe that if Google is involved then it has a pretty good chance of succeeding. I’ve been on it and have started building my circles, but have yet to fully understand all the ways we can use it.

I recently read an excellent post by Debbie Hemley in Social Media Examiner, 20 Ways to Improve Your Google+ Knowledge that I thought was very helpful. She gives tips on how to get through the basics and highlights ways that you can use it in everyday B-to-B applications from setting up your circle to creating your profile, setting up notifications, plus much more.  Here are some highlights that I found interesting:

• Engage and learn - go to Google+ tips on Twitter and see what others are saying and dive in.
• Watch and learn - look at Google+ help and watch videos from people who created it.
• Set up Google Sparks account- that way you can get the latest developments on what’s new.
• Create a cheat sheet - to help you format and utilize hotkeys until you become more familiar.
• Show off your Google profile – by putting it on your blog or website.
• Go mobile - make sure you get the mobile app so you can use it from your phone. 

So I’d like to know if you’re on Google+ and if so, what are your thoughts?

Scott covers not only why they should use them, but gives some practical advice and best practices for those thinking of using them. If your end users are mobile, and most professional tradesmen are, then you need to listen to this informative interview.

Click here to listen.

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