Are You Using Automation Tools to Help in Social Media?

October 22, 2014

We’re all trying to do more with less. When it comes to social media, it’s no different. We should be focused on content and use automated tools to help spread the word on social platforms. Every industry is different, but following are some automation tools you should consider and an infographic on the best times to post.

Here’s a list of tools that I’ve used that will help you schedule and post your content at the best time: 

  • SocialOomph – I use this tool to help repurpose my content. Scheduling to publish content is very easy across your social media accounts.
  • HootSuitePro – Allows you to manage up to 50 social media profiles, schedule your content and report your analytics.
  • Buffer – Helps you manage multiple social media accounts at once and easily schedule content.
  • ManageFlitter – Tools that will help to optimize your Twitter account and identify your Twitter accounts’ prime time.
  • Tweriod – Analyzes both yours and your follower’s tweets to give you the best time to tweet.
  • TweetWhen – A Hubspot tool that shows what days and times get the most retweets per tweet.
  •  Insights – Provides information about your Facebook audience.

The following infographic by SurePayroll, will give you a ballpark of the best and worst times to post on social media platforms.

Post-Pin-Tweet-Best-Time-OutreachCourtesy of: SurePayroll

Manufacturers: Content Overload. What Are You Doing About It?

October 1, 2014

Even though the economy appears to be improving, corporate hiring is not reflecting it and we are all challenged to do more with less. That’s bad enough, but new things keep getting put on the “stack of stuff” you need to do.

Content Overload! It’s not just in the everyday workload of getting stuff done, but in all the new options of delivering your great content that needs to be reviewed to see if it’s appropriate for your audiences.

Here are a few things I do that might help you cope with all your marketing challenges.

  • Prioritize - You and your team can only do so much. Focus on the things that will get short-term results.
  • Focus on your USP - Focus on delivering your unique selling proposition to your target audience, whether it’s current customers or potentials.
  • Focus on your target audience - Have you ever asked your customers how they preferred, not only to be contacted by you, but how they get new info? This certainly will help you focus on those avenues.
  • Be realistic with expectations - Don’t over promise and under deliver. Better to do less, but do it right.
  • Be consistent - In both messaging and points of contact.
  • ROI - Monitor what you’re doing so you can focus on what’s working and what is bringing in results.

Hopefully these will give you some insight. What are you doing to deal with the overload?


Social Media For Manufacturers

September 25, 2014

Rachel Kerstetter, PR Engineer

Awhile back, we presented a webinar on social media for industrial manufacturers. Many in our clients’ industries wonder if social media is worth their time, and we typically say yes.

Social media is a broad and sometimes intimidating part of marketing. To simplify it just a little, we focus on the four areas where we see manufacturers receiving the greatest value:

  • YouTube
  • SlideShare
  • LinkedIn
  • Blogs

To get the scoop, you can watch the webcast on YouTube and follow along on the slides below.

 

Webinar: Social Media In Manufacturing

Manufacturers: What Are You Doing to Maximize Your Brand?

September 23, 2014

With all the content marketing and social media options that are out there, where does a manufacturer start to ensure their brand gets noticed? What are you doing to build both your brand and your social media strategy?

I recently read a good article on Convince and Convert – 10 Company and Product Branding Tips from Microsoft that I found to be interesting, and most are applicable to the B-to-B space as well.

Here are some highlights:

  • Focus on one brand - This is especially true for smaller manufacturers with limited resources. You can’t be promoting both the company and a branded product line. Go with promoting the company. Use the same logo and description in all media channels.
  • Consistent messaging – Keep the message the same across all channels. Stick with the basics – who you are, what’s the product and why should I care?
  • Not all brands are equal - Depending on who you are and the audience you’re trying to reach, you don’t have to cover all the social media options. Cover the ones where your customers frequent the most.
  • Big picture - If you are in a bigger company with multiple people managing different silos, there needs to be someone overseeing the BIG picture.
  • Bigger is not always better - Don’t worry about the number of followers; be more concerned that they are the right ones. If they are, they will share your content with their peers.
  • Manage your content - Watch what engages your audience and give them more of the same.

These are just some of the things that will help you grow your brand.

 


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.

 


What Are You Doing to Drive Opted-in Emails?

September 16, 2014

Let’s face it, we’re all in this for the same reason. To talk with people who share the same interest and could possibly be or refer us a new client.

So in order to get them to give up their email, we better come up with some interesting and helpful stuff that will make them want to be in our book for future gems. It’s not only what you have to say, but how you say it. Beyond being potential customers, these contacts can be your best friend by sharing it with their peer group.

I recently read a blog post by Ramsay Taplin in Copyblogger, 5 Subtle Writing Strategies That Drive Email Signups that I thought had value for the B-to-B community. While all may not be applicable to your world, he raises some good tips for us to consider:

  • Use time-sensitive language – people are afraid to miss out on something. An example, for a webinar, space is limited, sign up now.
  • Standing out from the crowd – tell unusual stories to get your point across. This is especially true when talking about more technical or drier topics. Add a personal touch or a little humor. Everyone loves a laugh.
  • Include social proof – demonstrate that they won’t be the first. Put up comments from other subscribers as to what they are getting out of it.
  • Develop and test different landing pages - Yes, you will ultimately end up with the names, but how you might ask for them will bring different results.
  • Write for people and search engines - Yes, your message is ultimately for people, but search engines help spread the word to others looking for similar information.

Oh, by the way, if you want to get more gems from me, sign up here for my monthly newsletter.


Are You Leveraging Social Media Across Your Manufacturing Business?

September 10, 2014

There are all kinds of buzz words out there—integrated marketing, 360 degree marketing, etc. They all have the same goal in mind, and that is to take your marketing message and share it across all methods of communication. Place your customer in the center of your efforts and then deliver your information in various ways so they can get it in the format they prefer.

Heidi Cohen had an interesting post recently, 360 Degree Social Media Marketing, where she shared 37 different tactics that you can use.

Here are some highlights that manufacturers should consider:

  • Be consistent - Develop content on a regular basis so you can start to build a relationship.
  • Selective use of social media - Use the appropriate media to get in front of your prospects. Make sure you use photos and videos in making your points.
  • Utilize customer service - they are talking to customers all the time. Create a FAQ segment to share. Give your customers options on ways to contact you other than on social.
  • Collect customer feedback and input for research purposes. Hear firsthand their compliments and complaints on your products/services.
  • Utilize social in your PR efforts - We all have brand advocates. Work with them to help build your visibility. Start a blog to establish thought leadership.

If you like this subject, you may want to reads:

Are You Getting Your Sales Force Involved in Social Media?

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

 


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