Mobile Marketing to the Professional Tradesman – What are you Doing?

September 4, 2013

The professional trades are no different from normal consumers when it comes to using mobile. There have been a few recent articles in eMarketing.com about both time spent on mobile devices and what’s being used to open and read emails. Both are significant when it comes to reaching contractors with your messages.

Email remains one of the most critical marketing channels—if not the most exciting. And as more consumers access on mobile, there is a growing imperative to make sure emails are smartphone- and tablet-optimized. However, that doesn’t mean marketers can forget about the desktop just yet according to a recent article in emarketer.com. That coupled with the fact that the US now spends more time on mobile devices than desktop should send up a red flag for those of us who haven’t addressed the mobile market.

The shift includes watching video, checking social media and reading emails. So what does this mean to the B-to-B market? It means if we want to effectively communicate with our audiences, we need to be doing it in a format that is easily read.

Matt Sonnhalter, in a recent post on mobile, indicated that by 2015, mobile will be the first screen that people will use. That’s not that far away!

A recent survey by Equipment World Magazine on those contractors that had smartphones:

  • 85% view emails
  • 81% use it to text
  • 71% connect to the internet
  • 52% use apps
  • 24% visit social sites
  • 20% watch videos
  • 4% don’t use it for any of the above

Bottom line is, if you don’t have your website optimized for mobile, you’re going to miss lots of opportunities.


Is Mobile Marketing the Best Way to Reach the Professional Tradesmen?

December 15, 2011

Yes, I know the stats are overwhelming that of all smartphones today, over 50% connect to the Internet that way, and by 2014, 90% will be using mobile as a main way of staying connected.

A recent survey by Equipment World Magazine on those contractors that had smartphones:

  • 85% view emails
  • 81% use it to text
  • 71% connect to the internet
  • 52% use apps
  • 24% visit social sites
  • 20% watch videos
  • 4% don’t use it for any of the above

Those are some impressive numbers and should tell us all that we’re missing the boat if we’re not including mobile marketing into our overall program.

But before you jump in right now, why don’t you ask the guy in charge of your web analytics to see how many people are coming to your site currently via a mobile browser.

I’m not saying you shouldn’t consider a strategy, but a QR Code isn’t a mobile marketing program.

I get a kick out of QR codes that go to the regular website that’s virtually unreadable. DON’T SEND PEOPLE TO A NON-MOBILE SITE.

If QR codes are going to be part of your strategy, then WOW them where you take them. That’s been one of the biggest complaints (disappointments) from most users that scan the code. If you put them on product packaging, make sure, for example, a how-to-use video is short and clear. Make them glad they went to the extra effort. Also tell them what to expect to get if you scan the code, i.e. a coupon, how-to video, chart to find the right size tool.

Beyond using a QR code, apps that help the tradesmen do their jobs are really a good way to connect with them. Calculated Industries has mobile apps for phones that allow a contractor to download specific calculators onto their phone. RIDGID has a digital level download for your phone. Something useful that a contractor can use.

Are you starting to think about a mobile strategy, or maybe you already have one in place? I’d love to hear about your success stories.

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

What are You Doing to Reach the Young Professional Tradesmen?

Tablets and Smartphones are Changing the Way Manufacturers Will be Reaching the Tradesmen.

What are You Doing to Insure a Successful QR Code Campaign?

Are you Considering Mobile Media as a Strategy to Reach the Professional Tradesman?


Mobile Marketing to the Professional Tradesman: What Are You Waiting For?

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


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