How Specialty Contractors Can Use Websites and Social Media

33 %
67 %
Information about How Specialty Contractors Can Use Websites and Social Media
Marketing

Published on March 9, 2014

Author: DrakeCo

Source: slideshare.net

Description

Showcasing the why, what and how websites and social media can power sales in a contractor bid environment. It includes a step-by step look at websites, blogs and six social media platforms. This presentation was delivered March 8, 2014 at the Maple Flooring Manufacturers Association convention.

How Specialty Contractors Can Use Websites and Social Media March 8, 2014 Steve Drake 1

About Me Ohio State Clarke, the Woman’s College Albion College American Soybean Association 2

My Process • Analyzed answers to e-survey • Reviewed 20 randomly selected websites • Googled key words 3

Who Responded Location 2 - Canada 2 1 1 1 3 2 1 3 2 1 1 1 2 2 1 1 4 1 1 4

Who Responded Generations 2.9% 11.4% 31.4% 1920 - 1942 1943 - 1960 54.3% 1961 - 1981 1982 - 1995 5

Your Expectations • • • • Social media: why? Social media: what & how? Updates? Audience? 6

Today’s Agenda • Why? • What? • How? – Websites – Blogs – Social Media – Time • Questions/Discussion 7

Subject to Change • Select what best fits your company and its needs • Select what works best for potential buyers • Goal: leave with at least 1 good idea 8

9

Generational Change + Digital Revolution = 10

The World is Changing 11

The World Has Changed Word of Mouse Expands Word of Mouth 12

The World Has Changed If can’t find you … you don’t exist! 13

The World Has Changed Mobile billion Computer Users billion Cell Phone Users 14

Why? • Let’s small companies appear large (1st page on Google) • Let’s large companies be more personal (via social interaction/relationships) 15

Why? Get on Bid Lists • Supplement sales staff • Enhance traditional tools • 24/7 sales tool 16

17

• • • • • • • • • • • • • Blogs Google News Alerts Facebook YouTube LinkedIn Twitter Flickr SlideShare Delicious Yelp! Craigslist Pinterest Instagram 18

You Are What You Publish • Content Yesterday: brochures • Content Today: website + social media + traditional media 19

Content Marketing Content creates awareness, builds fans! • Creating content • Publishing where it can be found • Using it to supplement sales tools 20

Content Rules 1 = Daily (Twitter, Facebook, LinkedIn) 7 = Weekly (blog, web update) 30 = Monthly (e-letter, SlideShare post) 4 = Quarterly (trade show, white paper) 2 = Bi-Annually (white paper, event) 1 = Yearly (annual report, research project) 21

22

Tools for Sales and/or New Customers 120.0% 100.0% 95.7% 80.0% 60.0% 47.8% 40.0% 21.7% 13.0% 20.0% 8.7% 0.0% Website Social media Photos Videos (Facebook, etc.) (Pinterest, etc.) (YouTube, etc.) Company blog 23

Frequency of Sales Promo via Website & Social Media Photo sharing (Pinterest, etc.) 6.1% 12.1% 6.1% 0.0% Very active 84.8% 39.4% 15.2% 15.2% Company website 69.7% 15.2% 12.1% Social media (Facebook, Twitter, LinkedIn, etc.) 69.7% 33.3% Video sharing (YouTube, etc.) 3.0% Blogs 18.2% 39.4% 51.5% 33.3% 20.0% Somewhat active 40.0% 60.0% Not very active 80.0% 6.1% 100.0% 120.0% Not at all active 24

Tools You Use Top 4 Tools 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Bottom 4 Tools 56.0% 40.0% 36.0% 36.0% 9.0% 8.0% 7.0% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0% 8.0% 8.0% 8.0% 4.0% 25

Audience Building • Earn it with Content • Buy it with Ads 26

Audience Building Earned 27

28

Don’t Hard Sell • Features vs Benefits • WII-FM • Grass seed 29

Personas Develop persona of “typical” sports floor buyer: • Who? • Where? • When? • How? 30

Personas Do Not do Let you do 31

32

To Buyers/Customers • Problems • Trends/Issues • Concerns 33

Listening Tools • Google News Alerts • Twitter # • Other social media 34

Google News Alert – Key customers – Key prospects – Your competitors – Yourself 35

36

Monitoring • Molson’s red leaf cause campaign • Sweetbay’s sour milk 37

Monitoring at Work

39

Sharing Builds Audience • • • • • Blog Retweet Email Like Post 40

Create a 41

What to Use? • Go where the fish are! • If your decision markers and influencers are not swimming in one of these social media waters, don’t fish there. 42

Potential Tools of Your Hub

Fix them BEFORE you send buyers there! 44

Websites Really? 120% 100% 120% 95.7% 100% 80% 80% 60% 60% 40% 40% 20% 20% 0% 97.2% 0% Use Website as source of new clients Update Website once a month or less 45

Web Analysis • Problem: generic company websites – Solution: create & use landing page • Problem: “old news” – Solution: need to get fresh info • Problem: “me” focused – Solution: turn to WII-FM focus 46

Content on Web • • • • Create informed buyers Solve their problems Provide solutions Share links 47

Current • Update Often – daily if possible – at least weekly RSS feed 48

Visual • • • • Front page Photos Videos Do NOT use reverse type 49

Adaptive 50

51

Blogs • • • • • Drive people to your website Create informed buyers Solve their problems Reinforce sales efforts Build your reputation 52

Answer Questions • Ask staff for top 5-10 questions of your buyers • Write stories that answer those questions • Provide answers to buyers’ problems • Use guest blogs from experts (someone like Peter Craig on concrete) 53

Blogging Tools WordPress Blogger 54

55

6 Potential Tools

• Why: Build business-to-business audience • What: Share links • When: IF fits persona Individuals: – 36,137 “athletic directors” – 815 “athletic administrators” Groups: – 428 in Athletic Directors Facilities Forum – 4,004 in Intercollegiate Athletic Administrators – 2,310 in High School Athletic Directors group • Consider upgrading to “Pro” 57

• Why: Build audience sharing ideas • What: Visually showcase work • When: IF fits persona 58

59

• Why: Build audience • What: Visually showcase work • When: IF fits persona Consider a “Go Pro camera” 60

• Why: Build audience • What: Share stories/facts – White papers, videos, presentations • When: IF fits persona 61

• Why: Build audience • What: Monitor, share links • When: IF fits persona 62

• Why: Build audience • What: Monitor, connect community • When: IF fits persona 63

64

Yes, It Takes Time • Consider creating a “To stop” list • Devote at least 44 minutes a day to listening & monitoring • Creating & distribution takes more time 65

Don’t Have Time? • Service like Hubspot • Intern • But it with Google AdWords 66

67

Negative comments • You're in control – Require approval to post comments • Ask them to leave – get rid of their comment • If legit & constructive – address it appropriately 68

Competitors get my information • In Google era, no secrets • Be transparent and open • Focus on customer 69

70

Suggested Actions 1. 2. 3. 4. Strategy 1st Website & Blog with current content Use social media to listen & monitor Fully engage in at least 1 social media 71

72

• • • • • • • • • What is it? ROI Waste of Time – “bid only” world Reputation Trade shows Quality is what sells Spam / too much “stuff” Privacy Sponsorships & causes 73

Content Marketing Institute contentmarketinginstitute.com Copyblogger.com www.copyblogger.com MarketingProfs.com www.marketingprofs.com The Sales Lion www.thesaleslion.com Hubspot www.hubspot.com Blogs and vidoes at www.riverpoolsandspas.com “How to Use Social Media to Make Sales” at http://ow.ly/tIcP8 74

For presentations and/or social media workshops CONTACT Steve Drake President 10564 Carena Circle Fort Myers, FL 33913 (314) 239-9464 steve@scdgroup.net @stevedrake @causeaholic 75

Add a comment

Related presentations

Related pages

Builder Websites | Website development and hosting for ...

Website Development and Hosting for Builders, Remodelers, and Specialty Contractors. ... SOCIAL MEDIA INTEGRATION.
Read more

How Specialty Contractors Can Use Websites and Social ...

1. How Specialty Contractors Can Use Websites and Social Media March 8, 2014Steve Drake 1. 2. About MeOhio State Clarke, the Woman’s College Albion ...
Read more

Internet Marketing for Contractors | Online Lead ...

... PPC and social media. ... Contractor Nation was built by contractors for ... We are looking for new specialty contractors to partner with ...
Read more

SEO for Contractors | Contracting Companies Local SEO ...

SEO for contractors is our specialty. ... social media marketing ... Can you afford SEO for contractors? Can you afford to leave 40% or more of the ...
Read more

Specialty Contractors - Houzz

Find the best specialty contractors. Search ... go to your Social Media Settings to connect ... These professionals use their specialized skills ...
Read more

DBPR Professions - Construction Industry Licensing Board ...

So please remember to include your license number on your websites, social media ... Specialty Contractors . The Construction Industry Licensing Board ...
Read more

innoprovement.com Innoprovement - Houston, TX - Specialty ...

... Innoprovement.com Social Media and Website Analysis. Innoprovement ... Specialty Contractors. ... websites talk to its social media ...
Read more

Lion Tree Group - Contractor Marketing and Website Design

... product or services launch and social media campaigns. ... Use them for sales team pricing ... Specialty Marketing Services for Contractors ...
Read more

Websites & Social Media | LinkedIn

Websites & Social Media. Articles, experts, ... Owner/CEO Sheely Websites and Social Media at Sheely Websites | Business Websites And Social Media 2.0, ...
Read more