Book Review: eMarketing Strategies For The Complex Sale

February 5, 2013

Many manufacturers have capital goods that have long selling cycles. Most I think would welcome ways to pull buyers forward in the sales process via lead nurturing.

NTC CAT1 W

I recently finished eMarketing Strategies for the Complex Sale by Ardath Albee that I would recommend you read. Her insights and strategies have been used by many major companies.

It’s an easy read and what I liked about it was it not only showed you what/how you need to do to engage the potential customer, but it also shows you a different way of looking at your company from the inside.

Even though prospects are more informed now than ever, so are their problems. They are looking for solutions not sales pitches. She shows you how to attract more prospects into your pipeline and then nurture them through the sales process (once you’ve figured it out). Instead of pushing what you have to sell, you need to be pushing the value you bring to the table. What you bring to the party must be relevant.

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How Manufacturers Can Use Social Media to Outsmart Their Competition

January 30, 2013

Many manufacturers still don’t understand the concept of giving things away to potential customers. They think all their info has to be a closely guarded secret. You probably are sitting on some great product information like comparisons with your competition and how you’re better. The problem is, if you’re not sharing that with potential new customers, what good is it?

I’d like to give you an example of a client that’s doing it right and helping the potential buyers through the sales funnel.

Buyers Products is a manufacturer of parts for the mobile equipment market. One of the markets they were in was making replacement parts for the snow plow market. They decided several years ago to start making their own. They were the last one in a crowded market where 4 other manufacturers were the dominant players. These types of products are typically sold through a dealer network, so there was little interface with the customer until a unit was sold and they came online to register the warranty.

They didn’t want to be totally dependent on the dealer to make their case and they couldn’t afford to advertise in every end-user book that hit the pick up truck, landscapers and snow plow contractors, so they decided to use social media to generate interest in their products.

They had for their sales force a matrix of all their competitors with features and benefits and how they stacked up against them. What we did was to put the chart on the internet and promoted a site for them to compare snow plows and salt spreaders. It gave the potential customer a convenient place to compare comparable plows.

BPC-084 PlowComparisons

When indexing the pages, we made sure to add all the competitors names as well to the key words (pretty bold move for a company that’s pretty conservative). That way if someone was searching for somewhere to compare snow plows, they would go to the Buyers site. If the user would type in a competitor’s name, they too would come to their site.

We didn’t require them to give up any info in order to view the chart, but we did offer them a chance for a weekly drawing for a sweatshirt and hat. All they had to do was give us their name, company and zip code (phone number was optional). The result is they are generating end-user leads that they pass on to their dealers (that’s why we asked for their zip code).

By utilizing something that already existed for their sales force and sharing it on the internet, they were able to identify highly qualified leads to support their dealer network while building brand awareness at the user level.

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Tips on Getting the Most out of SlideShare

January 8, 2013

SlideShare is gaining traction more and more and it’s not just for slides. SlideShare is averaging over 60 million visits a month and 120 million page views. That means great traction for your SEO and you can target buyers/influencers via tags and channels (customize content).You can also use it for lead genreation and there’s a great post in social media examiner,how to generate leads with slideshare that you may find interesting

It’s now owned by LinkedIn and they are doing a great job making it easy to connect with your LinkedIn contacts and groups.

So if SlideShare is becoming so important, we should start paying attention to the details on what and how things should be put up there. I recently read an article by Roger C. Parker in the Content Marketing Institute’s daily updates on a to-do check list (you can download it here) to make sure you’re getting the most out of SlideShare.

He outlines 22 tips on proofing, uploading files and even tips on working with PowerPoint. Here are a few of his points that hit home with me:

  • Are slide titles and text consistently placed and aligned?
  • Other than the title slide, are they numbered?
  • Does your presentation title appear at the top of each page?
  • Did you add your firm’s name, URL and contact info at the bottom of each page of your handouts?
  • Did you convert presentation files to Adobe Acrobat to preserve text formatting?
  • Did you check each link after uploading to make sure they work?
  • Did you create links between SlideShare and social media sites like LinkedIn and Twitter?

I guess the point is the devil is in the details and if we all take some time, we’ll get more out of our efforts on SlideShare. Roger suggested if you want to learn more you could read The Marketer’s Guide to SlideShare by Todd Wheatlan.

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What Are the Best Social Media Platforms for B-to-B Companies?

November 20, 2012

According to a recent post from B2B online marketing, LinkedIn, Blogging and Facebook  are the top 3. This is according to a 2012 social media study of B2B marketers that were asked to choose the most important method they use for social media outreach.

In a study conducted by Social Media Examiner of over 1,900 B2B marketers, results indicate that while B2B marketers are finding success in their social media efforts, they still see room for improvement. Whether you’re a large company or starting a small business, here are a few statistics that show why you should be using social media.

  • Over 56% of B2B marketers acquired new business partnerships through social media.
  • 53% of B2B marketers found social media helped them develop a loyal fan base.
  • Nearly 60% of B2B marketers saw improved search rankings from their social efforts.

Each social media channel is different and should be approached that way. Here are some highlights from the post:

Facebook is more personal. Let them know what your business offers them.

  • Create an online community that encourages conversations.
  • Use photos and videos to make it more interesting.
  • Engage by offering a strong call to action. You want them to start a conversation.

Blogging is a great SEO effort and link building.

  • Become a thought leader in your area and gain credibility.
  • Target each post to a specific audience for engagement and encourage folks to share your content.
  • Use strong key words to improve site’s performance on search engines.

LinkedIn is a great way to connect with other businesses in your industries.

  • Be active. Search and connect with individuals and groups that are relevant to you.
  • Ask for recommendations from previous and current customers. These short testimonials will help prospects see why people like working with you.

Social media, if used right, can help generate leads, interact with customers and potentials and help you build your thought leadership.

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All the Buzz About Mobile: Streamlining the Flow of Data Between Field and Office

October 31, 2012

Mobile is a hot topic, and I thought that a practical view from someone who is dealing with contractors on a daily basis would be beneficial. Fred Ode is CEO/Chairman of Foundation Software, and they are the leading accounting software for contractors. Fred has written several articles and is known for his insight into this market. Here are some practical ways contractors should be using mobile. Enjoy.

Guest post By Fred Ode, CEO/Chairman of Foundation Software

Stop where you are right now and look around. I bet there are at least two mobile devices in your vicinity. Depending on where you are—say a crowded street—there may be even more! This is the Mobile Age and many industries, including construction, are using this technology to improve their work processes.

So what types of mobile applications could benefit your construction business? One is a remote timecard entry.

Remote Timecard Entry

Contractors can now utilize remote timecard entry applications to streamline the flow of timecard and job data between the field and the office. Some other benefits of a remote timecard entry system are:

Less Double Entry, Fewer Errors. By entering time in the field, contractors can eliminate handwritten timecards (and the difficulty that comes with reading them!) Time is entered directly from the field in a digital format just once, and is then synced back to the office.

Data Defaults. Many apps have dropdown fields that already contain information pulled directly from the company’s accounting software like employee names, job codes, and more.

Multiple Timecard Formats. A good remote timecard entry app will offer multiple timecard formats, including single and group timecard options.

Benefits of Mobile Applications

When it comes down to it, the ultimate goal of any mobile app is to help contractors improve their processes across the board.  Some of the benefits include:

Better Communication.  Mobile devices can greatly improve communication between crew members.  Workers on a large job site can instantly send one another updates, pictures and more.

Improved Workflow and Real-time Data. Along with communication, mobile devices also offer improved workflow and real-time data. Because communication is instant, there’s no waiting around to see if requests were approved or if the next steps can be taken.

Offline Capability. Some apps are equipped with offline capability, allowing contractors working in remote job locations to enter timecards, save them, and sync back to the office once they re-enter their service area.

Electronic Trail of Data. Using mobile applications also creates an electronic trail of data that contractors can reference at any time. Whether it’s solving an issue while a job is still active, or looking back at past jobs to better plan for future ones, the ability to save and learn from past data can only be beneficial.

Making the Move to Mobile

Remote timecard entry is just one of many helpful applications available to contractors. So where to begin with making a move into mobile? Start with a clear goal and thorough research. Find the options that will benefit the company and that have all the features they need. And don’t forget to get the end-users on board before starting the implementation process!

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Book Review: Content Rules

October 23, 2012

For those of you who are still getting your feet wet in social media, here’s a book that will help you get started. It’s called Content Rules by Ann Handley and C.C. Chapman.

It gives you insights on how to create blogs, podcasts, videos, e-books and more. It’s an easy read and they break down the book into three sections – content, how-to section and examples of success stories.

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Video: An Underused Media For Manufacturing Companies

October 17, 2012

If a picture is worth a million words, then what’s a video worth?

B-to-B marketers are finally coming to realize that video is an important marketing tool. What some don’t realize is that putting it on your website may not be the best place to house it. Video should be housed on places like YouTube and Slideshare. From a branding perspective, start your own channel on YouTube.  I don’t know a manufacturer that couldn’t take advantage of this marketing tool.

Here are some interesting stats:

  • Next to Google, YouTube is the next highest used search engine.
  • YouTube has 4 billion views each day. There are 2.5 days worth of video being uploaded every minute.
  • Google says that an indexed video stands a 50-time greater chance of ranking on the first page of search than a textual page.
  • Video rates have 400% higher engagement than a static site.

Anyone can get into the video game today. You can buy a good camera for around $300 and there is editing suite software available that almost anyone can use.

Here are just a few of the ways that video can be effectively used for B2B business challenges:

  • Boost Awareness, Visibility and Reach
  • Customer Education with Product/Service Demos and Training
  • Build Trust with Customer Testimonials/Case Studies
  • Boost Engagement (keep attention on your message)
  • Lead Generation: Drive Interest and Boost Leads
  • Change Management: Leverage Video to Persuade and Motivate
  • Call to Action: Engage Emotion – Demonstrate Value – Create  Interest – Drive Action
  • Branding: Craft a Consistent Message for a 24/7 Global Audience

So if you haven’t taken advantage of video, you should give it a try to see what kind of new activity will come your way.

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Importance of In-Person Training for Manufacturers

October 3, 2012

This is a guest post from Matt Sonnhalter, vision architect at Sonnhalter.

I don’t think any manufacturer out there would argue the importance of training. What manufacturer wouldn’t want to ensure their customers are trained properly on how to use their products or informed on their latest product offerings. Plus, training offers manufacturers a way to further differentiate themselves from competitors as well as continue to build their brand with their customers.

There are many ways to approach and handle training; from how-to videos and online training courses, to traditional, printed instructional manuals and sales people demonstrating products in the field.  But sometimes there is no substitute for in-person training.

One manufacturer that is leading the way for in-person training is Viega. I should note that Viega is a client of Sonnhalter. The Viega Education Facility, located in Nashua, NH, is a stand-alone, dedicated building for training and I have to say, a pretty impressive facility. It first opened up in 2006 and since then, over 10,000 people have completed training sessions. Viega averages over 200+ days of training per year, with attendees ranging from architects, contractors and engineers to apprentices, distributors and even Viega employees. Currently there are over 13 standard courses covered in two-day, three-day or five-day sessions.

Here are some course examples: Radiant Design, Piping and Controls, NFPA 13D Fire Sprinkler, Geothermal & Solar and Commercial Radiant Heating & Cooling. Every year, Viega revamps existing courses and adds new ones to encompass the latest technological advances, industry requirements and the newest practices. You can find details for all the individual training sessions as well as register and schedule your training online at www.viega.net/training.

I recently had the opportunity to attend a Viega training session. This 2-day training session was focused on continuing education for media partners and included editorial staff from leading trade publications and associations. The training session included classroom discussions about systems and applications within residential, commercial and industrial environments as well as hands-on time to experience several manufacturers’ products and tools.

We were exposed to many different technologies and options as the training was not exclusive to Viega’s products. I personally had the opportunity to experience a wide variety of hands-on applications, from threading pipe and installing a radiant flooring system to pressing various materials (copper, stainless steel, PEX, carbon steel pipe) with the Viega ProPress® system.

It is great to see the level of commitment Viega continues to put behind training and education. I realize not every manufacturer can have a dedicated training facility or the resources to support it, but every manufacturer should have some level of product training.

What are you doing to ensure you are keeping your customers trained?

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

Podcast: Why Online Training Gives you the Edge.

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Are You Using LinkedIn to Drive Blog Traffic?

October 2, 2012

From a B-to-B perspective, I believe LinkedIn is probably one of the best and most under-used tools in social media.

Think about it. You normally link with people who have similar business interests. Why not let them know your thoughts on subjects using your blog content as one of those sources? I have over 800 connections and through those, I have the potential of reaching over 10 million folks that are connected to my connections. Chances are if someone likes what I have to say, they will share it with others not only on LinkedIn, but on other social platforms.

  • Your profile views also drive traffic to your blog – if you put a link to your blog homepage.
  • Make a conscious effort to add 2-3 new contacts each week - people you meet at networking events or business functions. LinkedIn even prompts you to invite people who are linked to others you’re already linked to.
  • Join Groups - there is a search box where you can look for people, companies or groups. Type in some key words and phrases and see what kinds of groups already exist that you should join.
  • Start a group – if no group exists, start one. What better way to establishing credibility in a specific market segment.

Most importantly, you need to become active! LinkedIn is one of my best sources for traffic to this blog.

You need to update your profile, post status updates, post links to blog posts, participate in group discussions and answer questions.

Don’t waste an opportunity.

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Are Your Emails Optimized for Mobile?

September 18, 2012

Why, you ask, should you be concerned about optimizing your emails? How about because one-third of emails worldwide are opened on mobile!

According to a post on eMarketer, email open rates in North America are on the rise. There is no doubt that email is still relevant, but the challenge is cutting through over-stuffed in boxes.

With over 36% of emails worldwide being opened on mobile, only about 22% according to StrongMail have mobilized templates.

Here are some things to consider to ensure your emails are being read:

  • reduce length of text
  • increase font size
  • narrow template
  • use fewer calls to action
  • design to be more touch friendly

 

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