How Specialty Contractors Can Use Websites and Social Media

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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.

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  • Thought I’d tell you a bit about myself. Mrs. A & Man on the MoonClarke, The Woman’s CollegeSoy to the WorldFarm-grown Christmas TreesAward-winning + Case Study in Consumer Marketing bookExperience on both sides of bid
  • 1 person turns 65 EVERY 8 SecondsSo, by the time I end at 3:00, another 787 people will have turned 65.And, by the time you finish dinner tonight, 3,960 peoplewill have turned 65!
  • When buying a product, how many have Googled it before buying?How many Google pages did you look at?How many have searched a company website?Did it have videos? Did you watch them?How many pages did you review?Share something about that experience.
  • Social Media now 12 years oldChanged how we communicateChanged how we market
  • 24 x 7 = 168 hours in week. If open 5 days, you are closed 76% of the week
  • 24 x 7 = 168 hours in week. If open 5 days, you are closed 76% of the week
  • When was the last time you looked at your own website? Your competitor’s website?What did you discover?What is the date of the last “news” item?Are there “tips” from your experts?Are their “stories” about your customers?If you Google key words, do you show up?
  • Not a proscription but suggestionsKey is to have a content strategy to guide your work
  • How active is your company in using websites and social media to promote your company and/or enhance your sales efforts.?
  • Male or Female?Age range?Decision-maker or influencer?Where get information? Which magazine? Which trade show?Passions?Issues or problems?
  • Male or Female?Age range?Decision-maker or influencer?Where get information? Which magazine? Which trade show?Passions?Issues or problems?
  • Vernon’s story
  • 1 out of 6 on the MFMA “find a professional” website do NOT list a website address!While you say your websites are a tool for new clients, most of you rarely update them! How many of you would turn on the evening news if it was the same for 30 straight days?
  • Hard to find sports flooring on many websites
  • Provide answersShare important informationLink to resources
  • 3 clicks, 3 seconds“Coming soon – 2012” is NOT current
  • 3 clicks, 3 secondsReverse type Extremely hard to rad
  • Like AGameCourts.com
  • Provide answersShare important informationLink to resources
  • Key is to repurpose and reuse.
  • How did you find time to answer phone? Or, receive faxes? You make time
  • How did you find time to answer phone? Or, receive faxes? You make time
  • If someone gets ugly, ask them to leave. (get rid of their comment) If they have something legit to say that is constructive, the address it appropriately. If you do, you'll likely earn trust.
  • Stop thinking you have a secret sauce … you don't. Let your secret sauce be your willingness to be transparent, open and a great teacher. We're here to please the customer, not live in fear of the competition.
  • How Specialty Contractors Can Use Websites and Social Media

    1. 1. How Specialty Contractors Can Use Websites and Social Media March 8, 2014 Steve Drake 1
    2. 2. About Me Ohio State Clarke, the Woman’s College Albion College American Soybean Association 2
    3. 3. My Process • Analyzed answers to e-survey • Reviewed 20 randomly selected websites • Googled key words 3
    4. 4. 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
    5. 5. Who Responded Generations 2.9% 11.4% 31.4% 1920 - 1942 1943 - 1960 54.3% 1961 - 1981 1982 - 1995 5
    6. 6. Your Expectations • • • • Social media: why? Social media: what & how? Updates? Audience? 6
    7. 7. Today’s Agenda • Why? • What? • How? – Websites – Blogs – Social Media – Time • Questions/Discussion 7
    8. 8. 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. 9. 9
    10. 10. Generational Change + Digital Revolution = 10
    11. 11. The World is Changing 11
    12. 12. The World Has Changed Word of Mouse Expands Word of Mouth 12
    13. 13. The World Has Changed If can’t find you … you don’t exist! 13
    14. 14. The World Has Changed Mobile billion Computer Users billion Cell Phone Users 14
    15. 15. Why? • Let’s small companies appear large (1st page on Google) • Let’s large companies be more personal (via social interaction/relationships) 15
    16. 16. Why? Get on Bid Lists • Supplement sales staff • Enhance traditional tools • 24/7 sales tool 16
    17. 17. 17
    18. 18. • • • • • • • • • • • • • Blogs Google News Alerts Facebook YouTube LinkedIn Twitter Flickr SlideShare Delicious Yelp! Craigslist Pinterest Instagram 18
    19. 19. You Are What You Publish • Content Yesterday: brochures • Content Today: website + social media + traditional media 19
    20. 20. Content Marketing Content creates awareness, builds fans! • Creating content • Publishing where it can be found • Using it to supplement sales tools 20
    21. 21. 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. 22. 22
    23. 23. 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
    24. 24. 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
    25. 25. 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
    26. 26. Audience Building • Earn it with Content • Buy it with Ads 26
    27. 27. Audience Building Earned 27
    28. 28. 28
    29. 29. Don’t Hard Sell • Features vs Benefits • WII-FM • Grass seed 29
    30. 30. Personas Develop persona of “typical” sports floor buyer: • Who? • Where? • When? • How? 30
    31. 31. Personas Do Not do Let you do 31
    32. 32. 32
    33. 33. To Buyers/Customers • Problems • Trends/Issues • Concerns 33
    34. 34. Listening Tools • Google News Alerts • Twitter # • Other social media 34
    35. 35. Google News Alert – Key customers – Key prospects – Your competitors – Yourself 35
    36. 36. 36
    37. 37. Monitoring • Molson’s red leaf cause campaign • Sweetbay’s sour milk 37
    38. 38. Monitoring at Work
    39. 39. 39
    40. 40. Sharing Builds Audience • • • • • Blog Retweet Email Like Post 40
    41. 41. Create a 41
    42. 42. 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
    43. 43. Potential Tools of Your Hub
    44. 44. Fix them BEFORE you send buyers there! 44
    45. 45. 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
    46. 46. 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
    47. 47. Content on Web • • • • Create informed buyers Solve their problems Provide solutions Share links 47
    48. 48. Current • Update Often – daily if possible – at least weekly RSS feed 48
    49. 49. Visual • • • • Front page Photos Videos Do NOT use reverse type 49
    50. 50. Adaptive 50
    51. 51. 51
    52. 52. Blogs • • • • • Drive people to your website Create informed buyers Solve their problems Reinforce sales efforts Build your reputation 52
    53. 53. 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
    54. 54. Blogging Tools WordPress Blogger 54
    55. 55. 55
    56. 56. 6 Potential Tools
    57. 57. • 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
    58. 58. • Why: Build audience sharing ideas • What: Visually showcase work • When: IF fits persona 58
    59. 59. 59
    60. 60. • Why: Build audience • What: Visually showcase work • When: IF fits persona Consider a “Go Pro camera” 60
    61. 61. • Why: Build audience • What: Share stories/facts – White papers, videos, presentations • When: IF fits persona 61
    62. 62. • Why: Build audience • What: Monitor, share links • When: IF fits persona 62
    63. 63. • Why: Build audience • What: Monitor, connect community • When: IF fits persona 63
    64. 64. 64
    65. 65. 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
    66. 66. Don’t Have Time? • Service like Hubspot • Intern • But it with Google AdWords 66
    67. 67. 67
    68. 68. 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
    69. 69. Competitors get my information • In Google era, no secrets • Be transparent and open • Focus on customer 69
    70. 70. 70
    71. 71. 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. 72. 72
    73. 73. • • • • • • • • • 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
    74. 74. 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
    75. 75. 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

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