August 14, 2012
Social media is no different from any other marketing tool. In order for it to be successful, you need to have a specific plan with action items that can not only be attained but measured. Once you have a plan, get the C suite to buy into your goals and objectives and keep them in the loop as things move forward.
Once you get approval, make sure you integrate social media programs into your other marketing plans. It can’t and shouldn’t stand alone.
I recently read a good article by Heidi Cohen that outlines seven social media goals. Here are some highlights:
- Build brand awareness – a great way to engage directly with prospects.
- Protect your reputation - you need to know what folks are saying about your brand.
- Learn more about your customers - use social as a kind of market research.
- Increase customers or prospects - based on your content you can engage new potentials.
What are you doing to ensure your social media program is a success?
Leave a Comment » | 
Marketing Tips, Social Marketing | Tagged: building brand awareness, heidi cohen, how do you get social media success, increase prospects by using social media | 
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Posted by tradesmeninsights
November 23, 2011
Yes, there are rules (even though some should be self-evident) on the do’s and don’ts on Twitter. Heidi Cohen does a great job identifying them in a recent post giving you 24 guidelines. Here are just a few:
- Use a recognizable Twitter handle - keep it short and align it so it can go across several platforms.
- Brand your page - make sure your Twitter page has the same look and feel as the rest of your branding efforts.
- Twitter bio - should be there to help others figure out what you’re all about.
- Let followers know if you’re going to be increasing your tweets - an example would be going to a conference or trade show.
- Give credit where it’s due - acknowledge the originator.
- Beware of TMI (too much info) - tell what time it is, not how to build a watch.
- Pay-it-forward - contribute helpful info and re-tweet and support others without expecting anything in return.
What can you add to the list?
Leave a Comment » | Social Marketing, Uncategorized | Tagged: heidi cohen, twitter, twitter etiquette | Permalink
Posted by tradesmeninsights
October 26, 2011
For those of us who are doing blogs, we sometimes get so focused on the social media side of things that we forget to use traditional methods of promotion to promote it.
I recently read a post by Heidi Cohen, 34 Ways to Raise Blog Readership Without Using Social Media. Although all her suggestions aren’t relevant to the manufacturing segment that’s trying to reach the professional tradesman, I’ve highlighted some of the points that hit home to me.
- SEO - using keywords maximizes your reach.
- Promote on your website - we even have the three most current posts on our home page to draw attention to the blog.
- Do an email - to the appropriate audience with link.
- Packaging - promote on outside of box.
- Press release - not for every post, but certainly for important ones that have to do with industry research.
- Include your blog on your business card and on your email signature.
If you’re doing a blog, what ways are you promoting it other than by social?
2 Comments | Marketing Tips, Traditional Marketing | Tagged: heidi cohen, professional tradesmen, promoting your blog, promoting your blog outside social media | Permalink
Posted by tradesmeninsights
September 28, 2011
For those of you who have blogs, this will be of interest to you. We all (sometimes) are pressed for time and after writing and spell checking a post, we put it up there with the appropriate key words and let it fly.
I was reminded recently by a post by Heidi Cohen that we may be overlooking some ways to get that little extra out of each post. Her post, Does Your Content Marketing Contain These 12 Must-Have Components? had some good points we all should be using. Here are highlights of the top points that got my attention:
- Share this button - Makes sense to give your readers easy access to share your info. I normally add them at the end, but she suggests addding them up front. Good idea.
- Join email list - Seems like a “no brainer,” but if readers like what they see, they probably will want more. Give them a reason to sign up.
- RSS feed - Just another option for readers to follow you easily. It’s easy to install .
- Contact us functionality - If someone has the need to get a hold of you, give them an email address or phone number to call.
- Provide search on your site - Since your content may cause readers to want to find out more or may not answer all of their questions, allow them to seek more information.
- Supply links to related content – This is often not done. If you’ve written other posts that are relevant, why not have them at the bottom of the post for people to link to? Makes sense and it helps to keep them on your site while building your thought leadership.
These are just a few tips along with a good call to action that will help you get extra mileage out of each post. What are some things you’re doing to bolster readership?
If you liked this post you might like:
Is Your Brand Disconnecting on Social Media?
Manufacturers: 5 Reasons Content is King
3 Tips on How to Build Followers
Leave a Comment » | Marketing Tips, Social Marketing | Tagged: content marketing, heidi cohen | Permalink
Posted by tradesmeninsights
September 20, 2011
Social media, if used correctly, can be an untapped treasure for marketers. All too often though, marketing departments treat social media just like any other channel they use to PUSH their marketing message. What they don’t seem to understand about social is that it’s about engagement and interacting with real people!
I recently read a post by Heidi Cohen, titled How Marketers Miss the Boat with Social Media Relationships that outlined 7 things not to do if you want to succeed with social media. Here are some highlights:
- Don’t talk about you - Talk with them, not to them. Be social and listen. Ask them questions and engage them in a conversation.
- Don’t speak in “marketese”- Marketing lingo is selling lingo and it turns people off big time. Talk like a human being. Pretend you’re at a cocktail party. Be funny, inquisitive, be human.
- Don’t force YOUR point of view - Listen to what people are saying through brand monitoring and respond accordingly.
- Don’t think you can buy customer trust - In the social arena, trust is earned. Pay attention to what customers are saying and if something needs fixed, fix it. There’s no better way of building credibility.
- Don’t knock your competion - It doesn’t work in the real world and it certainly isn’t going to work in this one. Focus instead on ways you can help your customer.
- Don’t think a social media relationship will result in a sale - Social prospects are not unlike a regular prospect. Not all folks you meet are ready to buy right now. You need to identify where they are in the selling cycle and give them the type of info they need to go to the next step.
- Don’t assume that social media relationships are limited to social media networks - Appreciate the fact that people have a life outside social media and have real life relationships. In those relationships, what they’ve learned in social media circles may come out in conversations. Wouldn’t you like it if they were telling their business associates about this great product they found or a solution to a problem they had and they were talking about your brand?
The bottom line is the marketing team needs to be on the same page and treat social media differently.
Do you have any other suggestions on what not to do?
Leave a Comment » | Marketing Tips, Social Marketing | Tagged: heidi cohen, is marketing on board with social media, social media, social media relationships | Permalink
Posted by tradesmeninsights
August 3, 2011
B-to-B and manufacturing companies alike face the same challenges when it comes to developing and implementing social media programs. They’re too busy taking care of business to make adequate plans, let alone implement them.
Social media is a cost-effective addition to your marketing program and you should try to utilize it as much as possible. I recently read a post from Heidi Cohen, Social Media Strategies for Small and Medium-Sized Businesses, that brought up some good points that can be applied to the manufacturing sector. Here are some highlights and thoughts:
- Give your prospects information that’s useful - how to info, troubleshooting tips, something simple that even could be tweeted.
- Solve a potential problem - people are always looking for help, and as a manufacturer, you want to build your thought leadership.
- Go where your customers are - no matter what kind of business you’re in, there are niche communities either through trade associations or industry forums that you can participate in.
- Create your own online community - start small with a group on LinkedIn ,Yahoo or Google.
- Educate and train - capitalize on your videos and other training aids already in place for your source of info.
Those are some of my suggestions. What are you doing to develop cost-effective strategies?
Leave a Comment » | Marketing Tips, Social Marketing | Tagged: educate and train, heidi cohen, on-line community, ost effective social media strategies, social mediatrategies for small and medium-sized companies | Permalink
Posted by tradesmeninsights
July 13, 2011
Social media gives all of us the opportunity to reach out to a wider circle of folks that share the same interests as we do. It’s up to us to decide how and when to pursue those contacts and hopefully turn them into relationships.
Heidi Cohen wrote an interesting post recently, 10 Social Media Lessons in Being Human that I think sums up very well some lessons we all can take to heart and hopefully make a difference in the real world we live in. Here are some highlights:
- Share your passion with people
- Each of us are our own brand
- We all have the power to change the world
- Persuade those that are already listening to you
- Don’t forget to say thank you
Powerful stuff! What would you add to the list?
2 Comments | Marketing Tips, Social Marketing | Tagged: 10 social media lessons in being human, heidi cohen, social media | Permalink
Posted by tradesmeninsights
June 15, 2011
Most of us spend a considerable amount of time online. Did you realize that almost half that time is spent with published content?
Over 27 million pieces of content are shared everyday according to AOL/Nielsen research. Most of the content is shared with family, friends and business associates. E-mail and social networking sites are the two most popular ways of sharing.
I recently read a post by Heidi Cohen that outlines 8 Tips to Share Content via Social Media and Email that’s worth the read. She explains that when it comes to sharing information, it’s critical to establish your organization as a trusted source so you can build relationships. Here are a few tips I like:
- Create attention-getting headlines.
- Share content your target audience wants to read.
- Integrate a call to action to engage readers and hopefully they in turn will share.
- Facilitate social sharing by giving readers options of ways to share.
Don’t miss out on the opportunity to share good content that’s already been published. You can enlighten the world and build credibility at the same time.
Leave a Comment » | Marketing Tips, Social Marketing, Traditional Marketing | Tagged: 8 tips to share content via social media and email, content sharing, heidi cohen, overall marketing program | Permalink
Posted by tradesmeninsights
June 7, 2011
In the social media arena like in the real world people need to know, like and trust you in order to have a meaningful relationship. In the social media space, things are somewhat different in that you can’t choose the people following you.
Bear in mind that more people are watching than participating. According to Heidi Cohen, your typical social media audience is comprised of about 90% who are lurkers (just watching and listening but aren’t jumping into the conversation). Of the balance, about 8% are actually participating in conversations and less than 2% are highly engaged.
Here are some tips on how to be who you are (transparent):
- Let people know who you are if you plan on jumping into a conversation - Believe me, they will eventually find out and if you’re doing this as a representative of a brand, not only will you suffer but so will the brand.
- Listen before you leap - Don’t jump right into a conversation. See what others are saying and don’t just talk for talking sake. If you can’t contribute something, just continue to listen.
- Use human speak - In other words, talk like you normally do in a conversational tone. Leave the corporate speak out of this arena.
- Be responsive - If you do a post and someone responds, acknowledge and answer the question even if it’s with an I don’t know but I’ll get back to you answer. It’s just common courtesy and if you want to build a relationship, you need to have more than a one-way conversation.
- Don’t overshare - This is especially true when it comes to sensitive or confidential material from your company. Remember, you need to set limits and once it’s out there, it will be there forever!
Those are some of my thoughts on the subject. If you’d like to add to the list, please feel free to.
If you like this post, you may want to read:
Social Media: 10 Rules to Abide By
Social Media Introverts: Here are Ways for You to Come out of the Closet
Leave a Comment » | Marketing Tips, Social Marketing | Tagged: heidi cohen, social media, social media transparency | Permalink
Posted by tradesmeninsights
May 17, 2011
The professional tradesmen don’t go anywhere without their cell phones, and there’s a good chance that those phones are smartphones (50% of Americans will own a smartphone by the end of 2011). They depend on them everyday on the jobsite. So are you missing an opportunity?
I recently read a post by Heidi Cohen, 6 Must-Do Mobile Marketing Tactics that outlined some things for you to consider if you’re contemplating getting into mobile apps. Here are some highlights as they would apply to the professional tradesmen:
- Understand your goals - You need to determine your strategy and how it fits into your existing marketing plan.
- Know your market - Beyond identifying your audience, you need to figure out what kinds of things would be most useful for a contractor of a jobsite.
- Mobile websites - Make sure your existing website is formatted for mobile. Make sure the content you do have there is applicable to the contractor’s ”on the go” needs. Make fields larger, make sure you have your logo and encourage action.
- Mobile search - Beyond your normal optimization, combine with mobile CTR. Don’t forget to to include local content like where the closest distributor of your products are.
- Mobile e-mails - Since e-mails are the most used application, why not develop an e-mail plan specifically for mobile? If your sales guys are demoing a new product at a local Depot, let them know about it and offer them a discount coupon for stopping by.
These are just some ideas on how to capitalize on mobile. If you’ve got an existing mobile program going on, I’d like to hear what you’re doing.
If you like this post you might like:
Mobile Marketing for B-to-B: Change in the Air(waves)
56 Mobile Marketing Facts
2 Comments | Marketing Tips, Marketing Tools, Marketing Trends, Social Marketing | Tagged: contractor on jobsite, heidi cohen, mobile marketing to the professional tradesmen, professional tradesmen, smartphone | Permalink
Posted by tradesmeninsights
John Sonnhalter
Welcome to my blog, Tradesmen Insights. I'm the master of one trade, founder of a B-to-B marketing communications firm to companies that target tradesmen in construction, industrial and MRO markets.
