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.


B2B Social Media Marketing: 5 Reasons Companies Skip Social Media And Why They’re Wrong

January 28, 2015

Today we have a guest post from Carli Evilsiver, Marketing Coordinator at WTWH Media.

Social media marketing is becoming common across all types of industries, but some B2B companies are still hesitant to jump on the social media bandwagon. B2B companies have many reasons for believing they should not be on social media, but they are misinformed. Keep reading to find out why.

Photo courtesy of Carli Evilsiver, WTWH Media

Photo courtesy of Carli Evilsiver, WTWH Media

I’m not sure how to do it: Companies might avoid social media because they do not understand it. They are sometimes intimidated by social media marketing because it is new, changes every day and can be difficult to create a strategy for social media.

Solution: Companies should research social media platforms, learn the basics and determine which platforms would be a good fit for their company. A common mistake is joining every platform. Not only is doing so a lot of work – as social media needs to be updated regularly – but the audience may not be there. Prospective manufacturing customers, for instance, probably are not on Instagram. Companies can also seek out social media training.

 

I don’t have time: Possibly the most common and valid reason a company isn’t on social media is the inability to devote time to another task. Social media marketing uses time and energy to set up and maintain.

Solution: Marketers who have too much to do and too little time should consider outsourcing their B2B social media marketing. Outsourcing social media is a great option for companies who want to be on social media but don’t know how to begin or don’t have enough time. By handing over the responsibilities to a professional social media manager, companies can rest assured that their social media channels will be updated daily in the correct format. An added benefit of outsourcing social media is the analysis and measurement that an experienced professional can provide.

 

There is no ROI: Any time resources are invested in a project, a boss will want to know what their Return On Investment is. It can be difficult to determine the effectiveness of social media marketing and unfortunately some companies think there is no ROI from social media.

Solution: Every social media strategy should include specific goals and a way to measure success. Tracking likes, follows and re-tweets is just the beginning. Other ways to measure success include website clicks, downloads and other measurable actions originating from social media.

 

Social Media is only for B2C: A common misconception is that social media marketing is effective only for companies marketing to the end-user. They might believe social media marketing is just for fun, creative and sexy industries, or that their clients aren’t on social media. Many B2B companies set up a LinkedIn and think the other social media platforms wouldn’t work for their company.

Solution: Marketers should recognize that if social media is used correctly it is effective for B2B. Success on platforms such as Facebook and Twitter requires companies to share interesting and relevant content. A mistake many companies make is sharing only promotional content. They should be engaging in conversations and sharing based on their audiences’ interests.

 

I don’t have anything to post: Another reason companies avoid setting up shop on social media is the worry they don’t have anything to say. Companies don’t always realize the amount of content they have already that could easily be shared on social media.

Solution: Companies should follow an 80/20 rule when posting on social media. Only 20% of content should be directly related to the company while 80% should be industry-related news. Social media is a great platform to promote a company’s brand, share blog posts or send out press releases. While marketers should take advantage of the opportunity to promote their company they need to remember that the audience will get bored of sales pitches. Try sharing a funny blog post or a great article about something going on in the industry. The re-tweets and likes received will expand reach and could lead to more followers.


Why PR Should be a Part of Your Content Marketing Strategy

January 21, 2015

Everyone today is so focused on Content Marketing that they may overlook an old standby, PR, that could help in getting that all-important content out there. Content marketing drives long-term thought leadership goals. PR can help you short-term to meeting these objectives. After all, both disciplines are working toward the same goals.

Here are a few reasons to use PR in conjunction with your content marketing program:

  • PR builds corporate credibility - Foster good relationships with key editors in your field and let them tell your story.
  • PR increases brand awareness - Use your new content to attract focused audiences and new leads.
  • PR makes your content team focus on your public - Instead of selling features and benefits, use fresh insights and angles on how others have solved similar problems. Be relevant and timely on issues.

If you like this post you might like:

8 Tips for Media Interviews

The Scary Side of PR


Do you have a B-to-B Video Strategy?

January 20, 2015

We are a visual society and it’s a fact that videos are a unique way of delivering your message to a targeted audience. B-to-B companies using this media sometimes are too set in the old ways (or another way of saying it, they want to present the facts and videos are boring). No wonder their videos aren’t being watched, those that are putting folks to sleep!

Videos can be a powerful tool for any manufacturer but they need to be done right. You need to have a video strategy before doing your first one. Don’t do them because your competitor is. Do them because what you have to say is relevant, timely and well done. Yes, people would like to be entertained a bit, but what they’re really looking for in our space is a solution to a problem.

I recently read a post by Jess Osteoff, managing editor of Convince & Convert, that talks about the 8 New BtoB Video Content Marketing Trends.

Here are some highlights:

  • It’s all about the experience - We need to capture the attention of the viewer.
  • People love to laugh - Think about the videos you’ve seen. I’ll bet most had some sense of humor included.
  • Problem solving - We must not get away from the real reason why they are watching.
  • Emotion trumps logic - Emotion captures their attention.

The key to a successful video program is first, have a strategy of what you’re going to say and how are you going to say it, and second, put yourself in the viewer’s shoes. Lighten up and make them memorable. Yes, it’s ok to have a sense of humor.


Landing Page Tips

January 13, 2015

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.

Copybloggers infographic gives you some great pointers.

abcs-of-landing-pages-that-work-infographic

 

 

 

 

 


Follow

Get every new post delivered to your Inbox.

Join 691 other followers