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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.

Published in: Marketing
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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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