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?


What Are You Doing With All Those Email Leads You’re Getting?

September 24, 2014

email-marketingWe all have a list of customers’ emails in some assemblage of order. What are you doing with them? Let’s not assume just because someone is currently buying from you that they will continue to do so. You need to continue to reinforce why they should do business with you and it doesn’t have to be a sell piece. Give them something of value that they can use in their business. A quick installation tip. A calculator link to help them figure out how much product they need.

Besides the emails you already have from current, past and future customers, what are you doing with all the leads you’re getting from digital sources?

Digital media is a great way to build on to your existing database list and start nurturing them along your selling cycle. By using an email marketing tool, you can build silos by market or by where they are in the buying cycle so you can tailor messaging to each.

Here are a few tips in developing your lists:

  • Get their permission - send them an email that you’d like to keep them on a list to send out valuable info on a regular basis that would help them.
  • Ask questions - when sending out the initial request, give them options of things that might interest them, i.e., markets, product or applications that they would find useful.
  • Get them engaged – invite them to a webinar or send them a how-to video or an e-book if you have one.
  • Stay on topic - focus on what you do. You’re trying to build brand awareness and credibility.
  • Respect their time - experts say you shouldn’t send more than 2-3 emails a month. My recommendation is start with 1.
  • Monitor who’s reading them - by using an email marketing tool, you can see who opened and read your message. If they’re regulars, you may want to pass them on to the sales force as a soft lead for them to reach out to.

By developing a list and starting communication with them, you’ll be able to see response rates increase and hopefully sales as well.

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

Email Marketing: Is this the Best Way to Reach the Professional Tradesman?

Why Email Marketing is so Important in Nurturing the Professional Tradesman


We’ve Always Done it That Way!

September 9, 2014

OutsidetheBox

I cringe when I hear someone say that phrase. Past actions will not ensure future success. Manufacturers who have this mindset are missing out on many opportunities. You literally need to think outside the box.

In today’s market, there are so many other options to consider. Some may not be appropriate for you, but you have to evaluate and pick the ones that might be useful for you. One basic change we all need to make is change how we reach out to potentials. If you’re trying to sell features/benefits to a prospect, you’re going to disappointed.

Here are some tips to consider:

  • Take a different approach - Instead of talking about you, help your customer solve a problem. Always answer the question from your customer’s perspective of  “What’s in it for me?”
  • Friendly website - If you count on your website as a way of selling your brand, come at it from a customer’s perspective and make sure that your site is responsive (have different versions for smart phones and tablets). Make it easy to find what they are looking for.
  • Limited social media - Most manufacturers don’t need to utilize all the options that are available to you. You should focus on those areas that will bring you the most bang for the time you have. You already may have existing things like how-to videos (YouTube) or Power Point presentations (SlideShare) on the best way to solve a particular problem. If you’re in specific market segments, join and participate in the conversations (LinkedIn). If you have the resources, starting a blog would be an ideal way of setting you apart from your competitors and putting you out as an industry expert. Places like Facebook and Twitter, for the most part, are not ways to communicate with contractors and professional tradesman.

The key is to do something different, and as I’ve shown you here, in most cases you don’t have to reinvent the wheel. You have valuable info and insights on how to solve your customer’s problems. Don’t keep to yourself – share it.


B-to-B Video is on the Rise: Are You Taking Advantage?

September 2, 2014

Does your company have a presence on YouTube? If not consider these stats:

  • 1 Billion unique visitors each month
  • Over 6 billion hours of video watched each month
  • 100 hours of new videos are uploaded every minute

We’re a visual society and everyone loves to watch videos. Of B-to-B companies who are using videos, 80% of them reported positive results. From a manufacturing perspective, this should be a no-brainer. The key is to have a strategy and create compelling content. How-to videos, troubleshooting, new product launches are just a few that come to mind.

Some of the challenges firms are facing are lack of manpower and budgets being their biggest, followed by creating compelling content. Videos don’t have to be long or be made into a Hollywood production. There are inexpensive cameras out there and editing software that most things can be done in-house. The key is content. Give the viewer something he can use. Keep the message clear, to the point and short.

Here’s an example of one of our Marketing Minutes:

 

According to a recent study by Demand Metric, the most important objectives of videos are:

video objectives

I’m sure that those top 3 objectives fit into yours. So what are you doing about capitalizing videos to enhance your marketing efforts?

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

Have your Videos gone Viral?

Why Videos are an Important Way to Reach the Professional Tradesman

 Are you Taking Advantage of Online Videos?


Is Brand Advocacy Part of Your Marketing Strategy to Reach Tradesmen?

August 26, 2014

Let’s face it, in an ideal world we’d all want our customers to love us! We all know that’s not going to happen, but I’ll bet you might have more advocates for your brand than you think.

Why are brand advocates important? Studies show that people rely on peer recommendations and reviews before purchasing goods. Contractors are no different, especially if you’re introducing a new product or application they haven’t used or seen before. They certainly don’t want to be the first to try something.

Brand advocates are more than loyal customers. They are your ambassadors in the trades. I’ve seen contractors with tattoos of company logos. That to me is the ultimate.

Some brand advocates will surface on their own by commenting on your blog or website several times or talking you up on an online forum.  Others might offer positive comments on a survey or warranty card. Don’t forget to ask your sales staff in the field who are calling on contractors, as well as your customer service department. They certainly should be able to identify a few. Hopefully a few will be high-profile folks within some associations that you are a part of.

One of our clients in the plumbing market was able to identify and nurture several advocates over the years. Once they brought the top 10 contributors into the main office and treated them like royalty for 2 days and then sent them home. They got a plant tour, a look at what was coming down the line as new products and met with customer service and technical people that they interface with on a regular basis on the phone or with emails. You wouldn’t believe the results of that effort. They became ambassadors on steroids!

Once you’ve found them, then what? You should set up a brand advocacy program that will give them ways to help you grow the brand. Here are a few ideas:

  • Ask them to write testimonials or reviews on new products. Then ask them to share them.
  • See if they would be willing to do a case history for you.
  • If timing permits and you can meet them at an association meeting or trade show, see if they would let you  interview them both for a podcast and testimonial video.
  • Ask them for referrals.
  • Have them test and evaluate new products before they are brought to market.
  • Have them identify potential new products.

This needs to be an ongoing effort so you’re always adding new advocates to keep the message current and fresh.

Don’t miss a golden opportunity for your customers to help sell your brand.


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.


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