Are you using SlideShare to Generate Leads from Tradesman?

March 11, 2015

SlideShare is probably the most overlooked social media tool.

Close to 70 million visitors a month second only to YouTube is nothing to sneeze at. SlideShare was purchased by LinkedIn a few years ago which allows both platforms to work seamlessly together which is good news for you.

Why should you consider using it?  It’s a great way to market your business, showcase your expertise as an industry leader. Not only can you put up Power Point presentations and white papers, you can upload videos by using SlideSharepro  and have a way to repurpose your webinars or online training options.

If you’re worried about sharing your information with the world, you can upload content that you can make available to select audiences (by invitation only).

The most important reason for using SlideShare is to generate leads. Peg Fitzpatrick recently wrote a great post on Social Media Examiner on ways to capitalize on getting leads.

She focuses on ways to collect emails from viewers, how to use links in slides, why you should add visual calls to action and lastly, why the description. It’s a good quick read.

Heidi Cohen outlines 10 actionable marketing tactics to get the most out of leads.

Don’t miss out on this valuable tool that will help you not only become a thought leader, but generate leads at the same time.


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.


Are you Having Trouble Getting the Staff on Board Supporting Social Media?

January 8, 2014

I think most marketers realize that social isn’t going away and they need to plan to incorporate it into their overall marketing strategy. Marketers also know that adding social means more work for their existing staffs.

One of the biggest issues is push back from others within the organization. While marketing may be in charge of social media, it doesn’t mean they have to carry the entire load. I recently read an article by Stephanie Shkolnik in Social Media Examiner that outlines suggestions on why to get employees involved. Here are some highlights:

  • Define the end goal – like any other initiative, we need to define objectives on what we’re trying to accomplish and how we are going to measure its success.
  • Create a task force – whether you’re a one-man band marketing department or have a big staff, you need to get others involved and they can and should come from other departments. Tap into sales, customer service, engineering, R&D and general management to be part of the process.
  • Develop a strategy – that will involve the whole company.
  • Be consistent – hold regular meetings with the team and track your progress.

If you get others involved and explain what the goal is, it will become easier to get others on board and share the responsibility.


Manufacturers: Benefits of Using Social Media

July 10, 2013

Although the manufacturing sector usually lags behind in newer marketing tools, it’s time for you to embrace some of them, namely social media.

I’m not saying you have to be active in every venue, but in the  B-to-B world there are certain elements like YouTube, SlideShare, LinkedIn. I’m also not saying that social media will be that silver bullet that will have customers lining up to buy your products. I will say that you probably won’t sell anything from being on social media. Then why waste your time?

Social-Media-Examiner-2013-Research-Social-Media-Marketing-Benefits-e1369104534712

The key to any tool is to know how and when to use it. Manufacturers are used to having control of the message and where it goes to which is fine. Social media is just a different way to gain exposure and increase traffic. A recent post by Heidi Cohen, 31 Actionable Social Media Marketing Tips Based on Research outlines the benefits of using social as well as tips that might help you. Here are some helpful hints from Heidi:

  • share content across social media platforms
  • make sure social sharing buttons are on blog and website
  • write guest posts
  • nudging customers to rate your products
  • ask customers to share their photos using your products
  • educate the market and continue to be a thought leader

What are you doing to maximize social media in your business?


Tips on Getting the Most out of SlideShare

January 8, 2013

SlideShare is gaining traction more and more and it’s not just for slides. SlideShare is averaging over 60 million visits a month and 120 million page views. That means great traction for your SEO and you can target buyers/influencers via tags and channels (customize content).You can also use it for lead genreation and there’s a great post in social media examiner,how to generate leads with slideshare that you may find interesting

It’s now owned by LinkedIn and they are doing a great job making it easy to connect with your LinkedIn contacts and groups.

So if SlideShare is becoming so important, we should start paying attention to the details on what and how things should be put up there. I recently read an article by Roger C. Parker in the Content Marketing Institute’s daily updates on a to-do check list (you can download it here) to make sure you’re getting the most out of SlideShare.

He outlines 22 tips on proofing, uploading files and even tips on working with PowerPoint. Here are a few of his points that hit home with me:

  • Are slide titles and text consistently placed and aligned?
  • Other than the title slide, are they numbered?
  • Does your presentation title appear at the top of each page?
  • Did you add your firm’s name, URL and contact info at the bottom of each page of your handouts?
  • Did you convert presentation files to Adobe Acrobat to preserve text formatting?
  • Did you check each link after uploading to make sure they work?
  • Did you create links between SlideShare and social media sites like LinkedIn and Twitter?

I guess the point is the devil is in the details and if we all take some time, we’ll get more out of our efforts on SlideShare. Roger suggested if you want to learn more you could read The Marketer’s Guide to SlideShare by Todd Wheatlan.


What Are the Best Social Media Platforms for B-to-B Companies?

November 20, 2012

According to a recent post from B2B online marketing, LinkedIn, Blogging and Facebook  are the top 3. This is according to a 2012 social media study of B2B marketers that were asked to choose the most important method they use for social media outreach.

In a study conducted by Social Media Examiner of over 1,900 B2B marketers, results indicate that while B2B marketers are finding success in their social media efforts, they still see room for improvement. Whether you’re a large company or starting a small business, here are a few statistics that show why you should be using social media.

  • Over 56% of B2B marketers acquired new business partnerships through social media.
  • 53% of B2B marketers found social media helped them develop a loyal fan base.
  • Nearly 60% of B2B marketers saw improved search rankings from their social efforts.

Each social media channel is different and should be approached that way. Here are some highlights from the post:

Facebook is more personal. Let them know what your business offers them.

  • Create an online community that encourages conversations.
  • Use photos and videos to make it more interesting.
  • Engage by offering a strong call to action. You want them to start a conversation.

Blogging is a great SEO effort and link building.

  • Become a thought leader in your area and gain credibility.
  • Target each post to a specific audience for engagement and encourage folks to share your content.
  • Use strong key words to improve site’s performance on search engines.

LinkedIn is a great way to connect with other businesses in your industries.

  • Be active. Search and connect with individuals and groups that are relevant to you.
  • Ask for recommendations from previous and current customers. These short testimonials will help prospects see why people like working with you.

Social media, if used right, can help generate leads, interact with customers and potentials and help you build your thought leadership.


Are You Using B-to-B Social Forums?

September 5, 2012

Social forums are an ideal way for B-to-B companies to demonstrate their expertise and knowledge. Forums are intended for people to exchange ideas and gather info. There are several to choose from… Quora, HighTable and LinkedIn to name a few. Most of my experience has been using LinkedIn.

A recent article on Social Media Examiner by Kane Russell gives tips on using social forums in a B-to-B setting. Here are some highlights:

  • Comment from the perspective of a thought leader – answer questions and provide qualitative and quantitative supporting evidence. Acknowledge alternative solutions.
  • Respect other users – don’t argue but address disagreements using examples and data to make your point.
  • Join the conversation – respond directly and acknowledge what others have already said.
  • Be consistent and cover subject comprehensively – do this on both where you have expertise and on topics outside your business experience.
  • Add links where necessary – but make sure they are relevant.

If you haven’t participated in a forum, please expand your horizons and try. It’s a great way to learn and make new friends.


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