Why Building Product Marketers Need Q4 Advertising

30 Oct

Coffee-dollar-sign

How B2B Advertisers Can Utilize Q4 to Dominate Q1

I’ve been in the building products industry long enough to know that Q4 can be pretty quiet. Sales decline and web traffic follows with conversion rates sinking down. The reasons for the Q4 slump can vary:

  • Annual budget is exhausted (this just means the flood gates open in Q1 when budgets are renewed)
  • Holiday travel takes decision-makers off the job
  • Decision fatigue
  • Especially in our industry – the weather plays an important role in many parts of the country

So what can you do about it?

  • First of all, review trends from last year
    • Analyze prior holiday-time performance and predict when your Q4 drop and Q1 pick-up will occur
  • Mitigate the low tide and accentuate the high tide
  • Ensure sales and marketing teams are on the same page and working toward the same goals for both Q4 and Q1

And then – get ready! There is always a traffic slump between Thanksgiving and Christmas, but many B2B markets pick up right after the new year as people start planning. That means you need to be planning for Q1 today. Some of the best strategies for capturing that audience:

  • Build an awesome retargeting foundation around specific audiences. And consider making adjustments to your cookie duration knowing that the holidays will add extra time into the buying process. Also consider video remarketing, but be sure to lower your retargeting bids for these prospects.
  • Create a tiered conversion strategy based on both education- and action-based conversions. While education-related queries will likely dominate Q4, these can lead to big purchases in Q1. Make sure you are visible along every step of the search journey.

Bottom line – Q4 can feel slow, but it’s the perfect time to build a plan to capitalize on revitalized budgets and minds in Q1. Want to know more? Read the full article from Search Engine Watch here.

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How B2B Building Product Marketers Use Twitter

25 Oct

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Learn about the top content sources, handles and apps

I recently read an interesting article in Marketing Profs, “How B2B Marketers Use Twitter: Top Content Sources, Most Retweeted Handles,” and wanted to share some stats about how B2B marketers are using Twitter.

Most shared content:

  1. Industry media sites: 62% of Twitter shares
  2. Mainstream media sites: 25% of Twitter shares
  3. Social media sites: 11% of Twitter shares
  4. E-Commerce: 1% of Twitter shares

Most shared industry media sources:

  1. Mashable
  2. Business Insider
  3. Business 2 Community
  4. Other notable sources: Hubspot, MarketingProfs, Tech Crunch, Venture Beat

Most retweeted people:

  1. @ValaAfshar
  2. @jaybaer
  3. @BrennerMichael
  4. @jeffbullas

Most retweeted vendors:

  1. @HubSpot
  2. @salesforce
  3. @Eloqua
  4. @marketo

How B2B marketers share:

  1. Twitter.com
  2. Tweet button
  3. Twitter for iPhone
  4. Other notable apps: Instagram, foursquare

While it’s beneficial for building product marketers like yourself to know the trends in B2B marketing, it’s even more important to use the content, sources and apps that make sense for your business. Does your Twitter strategy reflect the trends of the B2B masses or have you found solutions that work even better?

Want to know the full findings? Read the article here.

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The Changing Role of the CMO in the Building Products Industry

21 Oct

CMOs Roles are Evolving at a Rapid Pace – Make Sure You’re Ready

 Kathy_Button_Bell-038-cropped-headshot

“We’re all working in beta.”

- Kathy Button Bell, CMO, Emerson

Chances are, as a building products CMO, you’re feeling overwhelmed. In fact, 34% of CMOS are overwhelmed by the fast pace of change. What’s more: 97% expect the pace of change to accelerate even more moving forward.

This quote from Malcolm Frank, executive VP at Cognizant Technology Solutions sums up this intense shift:

“We’re at a time of dramatic change. I love that old saying ‘if you don’t like change, you’re going to like irrelevancy even less. No change is called Kodak, it’s called Newsweek, it’s called Blockbuster. So for individual organizations, if you don’t change in the next five years and change in some pretty significant ways, that where it’s all going to end up. Embracing change means also embracing failure.”

A big part of this change is realizing you don’t know what you need to know… yet. And that’s OK. You need to be open to new ideas and constantly seeking out new information. Another scary statistic: 21% of marketers said the skills for which they were hired are now obsolete. And nearly everyone – 97% of marketers – are doing things they’ve never done before.

What’s more, the CMO role continues to evolve. Kathy Button Bell describes the CMO role: “We are no longer simply CMOs. We are Chief Transformation, Integration, Inspiration Officers.”

And it’s true – 78% of marketers now have greater input on corporate strategy and 77% have a seat at the executive table.

So whether these stats leave you feeling inspired to make a change or nervous about the future, get ready. Change is here and its not going anywhere!

All statistics from research conducted by the BMA and Forrester Research, in partnership with Erickson Research. See more here.

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Everyone in the Building Products Industry is in Sales

21 Oct

 

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Dan Pink’s Book, “To Sell is Human” Teaches CMO’s Valuable Lessons

Dan Pink’s book, “To Sell is Human” is a valuable read for everyone in the building products industry. His premise:

  • “Whether you like it or not, everyone is in sales now.”

His idea is that all of us, whether we’re in marketing, HR or IT, we are also sales people. We are selling our ideas, our solutions and ourselves. And its not the traditional glad-handling personality that is winning, authenticity is what works. Here are some of his key takeaways:

Who’s Better at Sales?

Dan took a look at who is better at sales – extroverts or introverts? While a lot of people are inclined to say extroverts, its actually ambiverts (a combination of the two) that are most effective. They have the ability to both listen and to speak up for themselves.

Servant Selling

Servant selling is the idea that your job is to be of service first and to sell second. We’ve moved from a “buyer beware world to a seller beware world”. Buyers are smarter than they have ever been and we have to change our mindset to reach these educated prospects.

Grandmother Test

What a great concept – the “Grandmother Test”. Treat your customer or prospect like your grandmother, BUT with 80,000 Twitter followers. Be respectful and be aware that what you say could be blasted out beyond what you originally intended.

Give People an Off-Ramp

This is paramount in our industry. We have to give people an easy way to act. Don’t make them guess their next step – always utilize strong call-to-actions.

 The 3 Key Tenets

  1. Operate with integrity
  2. Do work that matters
  3.  Take some risks

To learn more, or to buy “To Sell is Human”, visit Dan Pink’s website: http://www.danpink.com/books/to-sell-is-human/.

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What You Need to Know about Google in the Building Products Industry – Part 2

9 Oct

G+

Google+ is More Than Another Social Network, Its a Valuable Tool for Your Business

In Part 1 I shared some of Google’s basics: Google AdWords and Analytics and Google Apps for business. In Part 2, we’ll talk about Google+.

Google+ launched in 2011 and is best known as a social network, although it has the power of Google behind it – making it incredibly powerful and important.

  • #2: Second-largest social networking site in the world (it surpassed Twitter in January 2013)
  • 1M+: Business and brand pages created in the first 6 months
  • 500M+: Google+ users and growing fast
  • #4: Google+ was used by 30% of smartphone users between April–June 2013, making it the fourth most used app

While every social outreach component needs to be carefully considered, Google+ needs to be part of the mix. Google+ is how your company manages its Google Places listing (recently renamed to Google+ Local) which dictates how your information shows up in Google search results.

Your Google+ Local profile features relevant contact and business information, your profile image and recent posts. But it’s not only available on Google+, when a user searches for your company, your Google+ profile appears on the right-hand side of the search results. So at the very least, your building products company (and you!) need a Google+ profile.

Still not convinced? Google features social annotations which let people see endorsements from your Google+ followers by linking your Google+ page to your AdWords campaigns. So instead of seeing a lonely ad, users see an ad endorsed by people that already know and trust your brand. Ads with social annotations have a 5-10% higher click-through rate!

Want to take it to the next level? Make Google+ part of your content marketing strategy, add a +1 to your site and encourage customers to connect with you on Google+.

Sign up for Google+ today!

 

 

 

 

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