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?

 


3 Tips to Get More Out of Your Marketing Efforts

June 25, 2014

Number 3Since marketing is being held more accountable, it’s important to make sure the tactics you’re using are getting you the best bang for your buck.

Here are some tips:

Define your value proposition - Why are you here? What makes you different? If people don’t know why you exist, how will they know if you can help them?

Before doing something new, determine what’s working - You don’t have to keep reinventing things. Look at what’s working and do more of that instead of trying something new.

Understanding the sales process - and supporting the sales team with useful content that will help them keep a potential prospect engaged.

 

What are you doing to make sure you’re getting the biggest bang for the buck?

If you like this and want to read more, you might like:

What’s Your Marketing Strategy for 2014? See What Others are Saying.

How Sales and Marketing Can Get the Best out of Their Content Marketing

6 Ways to Make Your Marketing to Tradesman More Effective


B-to-B Marketers: Are you Using Referral Marketing as Part of Your Overall Strategy?

June 17, 2014

I don’t know about you, but referrals are a great source of leads and customers for us.

It takes you down the sale funnel much more quickly if someone says something nice about you and recommends they talk with you.

Now we may all do this in person by networking and asking for referrals from people who now like and trust us. But have you taken that to the next level with your online contacts?

Referral marketing engages people online through daily interactions on the web. By recruiting customers to help drive new business using online is more relevant because you share the same interests and values as your existing customers.

Extole has an ePaper out, Fact vs Fiction: 5 Referral Marketing Myths. They give examples of what companies are doing and focus on:

  • Referral marketing as a high impact strategy for driving new customer acquisition.
  • Referral marketing reaches audiences SEO and SEM don’t.
  • New customers acquired by referral marketing have high retention rates and stronger loyalty.
  • Referral marketing is cost effective.

The paper is an easy read and you can download it here.


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