Archives for Social Media

Social Media Is Not About You

February 3, 2012

It's not about you. 

There is a great deal of hesitation in the building products industry around whether or not to add social media to the marketing agenda. You all know by now that I am a firm believer that social media is here to stay and is a fantastic way to converse with and listen to your audience like never before.

There is also some confusion as to what social media is about. The simple answer, it’s not about you. It’s about your customers. I came across some enlightening dialogue this week from a blogger that I admire, @margieclayman. I think she sums it up nicely. (Thank you, Margie)

Enjoy! 

Social Media should not be about you.

It should not be about you getting a high Klout score.

It should not be about you getting perks.

Social Media should not be about you gaining ground as you tear others down.

It should not be about you calling out everyone (and their mothers and their fathers.).

It  should not be about you scraping money off of people who believe you can help them.

Social Media should not be about you building your case as to why you are the greatest human ever.

It should not be about you making a list.

It should not be about you bad-mouthing a list you didn’t make.

Social Media should not be about you and your ego.

It should not be about you finding a platform where  you can feed unadulterated BS to other people who may buy it.

It should not be about lying to see if you can get away with it.

Social Media should not be about you recreating definitions to better suit your purposes.

It should not be about you offering silver bullets.

It should not be about you maliciously spreading rumors that ruin peoples’ lives.

Social Media should not be about you. It should be about the people you help, the companies you grow, and what you are able to accomplish with this new and powerful tool.

So I’m interested to know, do you agree with this? What do you think Social Media is about?

Allison DeFord POSTED BY: Allison DeFord| 1 Comment

We Don’t Need Social Media

November 3, 2011

Have you ever had this thought? Uttered it out loud? “We don’t need social media. Our customers won’t find us there.”

We hear this phrase often in the building products industry. Ironically, it’s reminiscent of 10 or 15 years ago when we recommended clients put up a website. They didn’t think that was a necessary or viable marketing vehicle either and, now, can’t imagine NOT having one.

The point is this, social media may seem like new and unchartered territory, but it has quickly become part of our culture, much like websites and reality TV. Obviously, one better than the other, but I digress. Since this has become a recurring conversation, it only feels natural to talk about it here, with you.

Take a look at this and consider something we call, the POWER of ONE:

The Power Of One

As you may know, there aren’t loads of current social media statistics directly related to the building products industry, however, this should not be a deterrent. Let’s think bigger, for a moment, and consider the super-set, “U.S. adults.” Then let’s drill down and focus on a more relevant sub-set, “B2B companies.” Consider these recent stats from SocialMediaB2B.com:

Experience

+ 53% of B2B companies have been using social media for longer than one year

Budgets

+ 68% of B2B companies spend 5% or less of their revenue on marketing

+ 40% of B2B companies expect their 2012 marketing budgets to increase

+ Social media spending will increase 3% in the next 12 months and 9% over the next five years for B2B companies

Social Media Mix

+ 66% of B2B companies use social networks in their marketing mix

+ 7. 34% of B2B companies include blogs in their marketing mix

+ 58% of B2B companies using social networks are using LinkedIn

+ 9. 57% of companies have acquired a customer through LinkedIn

Blogging

+ 57% of companies with a corporate blog have acquired a customer through blogging

+ 72% of companies who blog weekly have acquired a customer through blogging, 78% have who blog daily. And 89% of companies who blog multiple times a day have acquired a customer through blogging.

Metrics and Analytics

+ Only 28% of B2B companies calculate ROI on even some of their marketing campaigns

Mobile Trends

+ 52% of BlackBerry users are planning to switch to iPhone 5

+ 59% of B2B Decision Makers Researching with Smartphones

 

Inbound vs. Outbound Marketing
Are you marketing the same old way? Let’s take a look. (Pssst! This has alot to do with social media)

Outbound (OLD)

  • one way communications
  • customers are sought out
  • rarely educates or entertains
  • not alot of value

Inbound (NEW)

  • two way communications
  • customers come to you
  • entertain or educate
  • provides value

Inbound marketing costs 62% less per lead than traditional outbound marketing. That’s SIXTY-TWO! 3 out of 4 inbound marketing channels cost less than outbound. Inbound marketing is also trackable, so calculating ROI (Return on Influence and Investment) is easier to do. The internet has revolutionized how we find, buy, sell and interact with brands and their products and services. The new age of Inbound marketing is about providing added value and earning customer loyalty.

Putting social media into your marketing mix is a cost effective way to engage with customers like never before—positively impacting your sales team, bottom line and ultimately your brandhood. The conversations may live online, but the reach is everywhere. Just because you’re not in the conversation, doesn’t mean it’s not happening without you. 

It only takes the POWER of ONE to make a difference. 

 

Allison DeFord POSTED BY: Allison DeFord| 1 Comment

Everyone Crazy ‘Bout A Sharp Dressed Brand

October 7, 2011

6 Ways To Make Your Brand A Rock Star
 

“Clean shirt, new shoes
and I don’t know where I am goin’ to.
Silk suit, black tie,
I don’t need a reason why.
They come runnin’ just as fast as they can
coz every girl crazy ’bout a sharp dressed man.”*

Make your customers crazy about your brand – and be a rockstar in 2012! Take an inventory of your signature line up:

1. MESSAGING
Do you have consistent messaging that differentiates your brand in the industry? Many companies in the building products industry are attempting to differentiate themselves by saying the same things: QUALITY, CUSTOMER SERVICE, SOLUTIONS. If everyone is saying the same thing, is it really a differentiator for you? The answer is NO. Make sure you have captured your “single thread” – the one thing that your brand can own that makes it different from all the rest.

2. PRINT
Is your printed literature up to date, or are you “using up” old stuff? Using outdated or incomplete catalogs, brochures and other sales collateral is like singing the same song over and over again. Not interesting. It signifies that things in your company are stagnant – when that COULD be the farthest thing from the truth. Keep your audience tuned in to just how dynamic your product line is and remind them how it benefits them to buy from you.

3. ONLINE
Are people standing in line to visit your website? Is it easy to use and navigate? Are ALL your products/services completely represented online? Can a user get anywhere in 3 clicks? Do you have an active blog where you are posting company and industry-related content? Your site represents your company 24/7. It’s got to be a hit. It’s like a great agent—representing you, promoting you, consistently and cleverly attracting the right attention.

4. CONTENT
Do you have an effective content strategy? Do you have a dedicated person or team of people that are actively involved in creating, scheduling and delivering content about your products/services online and in print? BtoB magazine recently asked top marketers what they were focusing on next year and all of them said content is a top priority. BtoB’s digital marketer of the year, GE’s Linda Boff, said the opportunities in digital (videos, photos, pure content, apps) are rich, but the single biggest area GE will be focusing on next year is content. How about you?

5. TRADE SHOWS
Do you have a 2012 trade show strategy? (Before/During/After) Are you taking advantage of pre-show connecting? If the answer is “no”, you’re not alone. Driving qualified traffic to your booth takes far more than adding a “visit us at Booth X” graphic to your industry pub ads. There are so many ways to connect pre-show and start the conversation ahead of time. Once at-show, those leads are already warm. Your sales team will thank you. What are you doing to connect post-show? With a trade show strategy in place, you’ll know exactly whose responsible for follow up, how they’ll do it and when. Your targets will be clearly defined. There will be no question whether or not the show was a chart-topper.

6. SOCIAL MEDIA
Are you rockin’ social media marketing? 90% of the building products industry is invested in print; create the unexpected buzz online. Be the 10% that capitalizes on that opportunity. Be active on the big three: Twitter, Facebook and LinkedIn, Stay abreast of the changes on each network. Did you have a Social Media Strategy in 2011? Do you have one for 2012? Its a must. Many B2B marketers in the building products industry are still questioning whether or not social marketing is something they should engage in. Let me just remind you that ten years ago the same people were questioning whether or not they needed a website…

Rocking center stage doesn’t happen overnight. There’s a lot that happens backstage. Make sure your roadies plug in the strongest brand amplifiers: messaging, print, online, content, trade shows, and social media.

They’ll come runnin’ just as fast as they can, coz everyone’s crazy ’bout a sharp dressed brand.

If your brand was a famous rock band, what would it be called?

*ZZ TOP lyrics are property and copyright of their owners.”Sharp Dressed Man” lyrics provided for educational purposes use only.

Lori Sallee POSTED BY: Lori Sallee| Leave a comment

How Enchanted Are Your Customers?

August 24, 2011
Slightly enchanted?
Positively enchanted?
Uber enchanted?
OR Unenchanted?

If you haven’t checked out Guy Kawasaki’s new book, Enchantment, you may want to. I’ve been reading it and thinking about how this idea of enchantment relates to the building products industry. At first, it made me chuckle. Enchanted customers in the building products industry floating around with wings a flapping and sprinkling fairy dust all around the office. Sorry, this is what I actually thought of.

Guy describes enchantment as “causing a voluntary change of heart and mind and, therefore, actions.” The goal is not to sell them your tool or product or widget, but to fill them with great delight and completely transform the relationship. Enchantment reshapes, converts and changes behaviors. Enchanted customers are more loyal. They are changed for having done business with you.

You must know what your customers are thinking. Kawasaki uses an example from when he worked for Apple in the 80′s. Apple failed to sell Macs to the business market because they didn’t understand what their potential customers were thinking. They were so enchanted by their own product that they couldn’t understand why everyone else didn’t feel the same way. Apple was “me” focused instead of “you” focused. They were more enchanted with themselves than with addressing the needs and concerns of their customers.

Are you and your team focused on enchanting your customers or in selling them on why your brand is so enchanting? It’s tough. It’s easy to get caught up in selling instead of serving. Relying only on traditional marketing instead of evolving with customer trends. Engaging customers. Conversing with them. Listening to them. Giving them something they didn’t even know they needed.

Now, some of you have already figured out that potential customers are enchanted with video content on YouTube. Greg Jarboe is the author of YouTube and Video Marketing: An Hour a Day. He says that video content that is enchanting must provide intrinsic value to the viewer. He states that this value comes in four forms:

  1. Inspiration

  2. Entertainment

  3. Enlightenment

  4. Education

The idea is for you to supply a regular stream of video online that inspires, entertains, enlightens or educates your audience. This is a great way to enchantment current and potential customers. I can’t tell you how many manufacturers and distributors in the building products industry are not taking advantage of this fantastic medium. The ones that have are benefitting greatly.

I also encourage you to enchant your employees, but that is another conversation. Until then, please comment on this idea of enchantment. How are you enchanting your customers? What would move them?

Allison DeFord POSTED BY: Allison DeFord| 1 Comment

10 Ways to Create a Sensation Around Your Brand – Part 2

May 20, 2010

CREATE CURIOSITY -
Never Be Boring

 

A common assumption in B2B marketing—particularly so in the building products industry—is that because you’re reaching out to abusiness instead of a consumer, you don’t need to be “creative.” Or different. And certainly not fun.

Just inform the target audience that you’ve been in business for 50 years, you have what they need, your prices are fair—and the orders will come. Right?

Not in today’s competitive, cinch-this-belt-any-tighter-and-I’ll-stop-breathing market. The simple truth: Boring brands don’t spring to mind first when there’s a need. The ones that do have interesting things to say, and do so in a way that resonates. They’re perceived as dynamic, relevant and authoritative.

So how do you become the interesting brand? So interesting that customers and prospects are curious to see what you’ll say or do next?

For starters, say and do things regularly.

Introduce new products. Issue special offers or discounts (a different one each month?). Hold product demos in your trade show booth. And communicate with your target audience about what you’re doing at least once a month—via e-mail, snail mail, social media or blog. In other words, get on their radar and stay there.

Shift to customer-centered advertising.

Instead of talking about the company behind the product, focus on the benefit to the customer. And be thematic. We created an ad campaign for Würth USA, depicting product benefits—the sharpness of a blade, the speed of a degreaser and the accuracy of a fastener—in an unexpected way. (see the campaign.) The ads still honored Würth USA’s 40-year history in the maintenance and repair industry, but the primary focus was on the product and the user. The campaign increased brand awareness in the U.S. by 14% in the first year.

Leave a popcorn trail of information.

Be THE source for useful information about the building products you sell: Create lists of top sellers in specific product categories. Survey your customers about a hot topic and share the results. Produce a video or slide show demonstrating how to use a new product. Identify the greenest products in your line and show applications for them.

Dispense this information via your e-newsletter or blog or social media channels, then archive it on your website in an organized way that’s easy to navigate. Soon you’ll have a library of information your customers want and need—one they’ll return to again and again.

Give it a name.

Introducing a new product? Don’t just identify it: urethane resin flexible mouldings. Give it an identity: Valuflex™. (Incidentally, this moulding from EL & EL Wood Products was used by a contractor in my own home, and I love the results. Would I have remembered “urethane resin flexible moulding” and mentioned it here? Probably not.)

Products aren’t the only nameable aspects of your brand. Instead of “July’s Special Offer,” try something like “July’s Things-You-Can’t- Live-Without Sales Event.” Your blog, e-newsletter, and the online library mentioned above could also benefit from memorable, brand-centric names.

Use social media to leak the story.

Remember that new product you’re about to introduce? The one with the intriguing and memorable name? Pique curiosity before the launch with a teaserly Tweet such as: “Coming June 1st … the most innovative accessory yet for fine cabinetry and furniture manufacturers.” Closer to launch, post photos of the product on your Facebook page. Use LinkedIn to conduct a poll related to the product, then share the results.

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Social media is an easy and effective tool for communicating with customers and prospects. If you’re not yet taking advantage of these tools—and you haven’t yet created a strategy to apply them to your business—we can help. Look for your copy of “Social Marketing 2.0 – Advanced Tips for Building Products Professionals” to arrive via regular mail later this month.

Remember, there are people like you and me behind those businesses you’re marketing to—people who respond to brand messages on an intellectual and emotional level. Keep them interested (read: curious) and they’ll keep you top of mind.

Here’s to creating a sensation! Let’s get started.

Allison DeFord, Trailblazer
allison@felteverywhere.com

Allison DeFord POSTED BY: Allison DeFord| 1 Comment