Tag Archives: Elton Mayfield

How B2B Building Product Marketers Use Twitter

25 Oct

Wireless Mouse and Keyboard

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.

Share via email

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!

 

 

 

 

Share via email

What You Need to Know about Google in the Building Products Industry – Part 1

8 Oct

G+

Google Goes Beyond Search: AdWords, Analytics and Google Apps

We all know Google’s awesome search functionality, but do you know everything else it has to offer? This 2-post series will teach you about:

  • Part 1: Google AdWords, Analytics and Google Apps for business
  • Part 2: Google+

Let’s start with the basics – by now you should be familiar with Google AdWords and Google Analytics:

  • Google AdWords: AdWords (commonly referred to as Pay-Per-Click or PPC) is easy to set up for your building products business and allows you to target specific search terms, manage your budget and see what is working and what isn’t.
  • Google Analytics: Google Analytics allows you to track visitors, and their activity, on your website. If you’re ready to take it to the next level, consider upgrading to Google Analytics Premium which provides even greater insights.

Google has also developed several apps that your building products industry company may want to use. Google Apps is a full suite of cloud-based productivity tools that let you (and your team!) connect from any device. They are simple to set-up, use and manage. Here is an overview of some of my favorites:

  • Gmail: Provides unique functionality like ‘labels’ that allow you to store emails in multiple folders. Also provides 30GB of free storage.
  • Drive: A place to easily organize all of your files on the Google cloud.
  • Docs: Perfect for creating and sharing documents in real-time with your team.
  • Sheets: Spreadsheet functionality with discussion style comments.
  • Slides: Work on presentations with your team in real time.

A couple other notable Google products:

  • Google+ Hangouts: An easy (and free) way for up to 10 people to have a live video call.
  • Google Wallet: Not only does it allow users to purchase products with 2 clicks, it now features a loyalty program component.

Look for my second post on Google coming shortly to determine what your company needs to do to stay relevant in search listings and beyond.

 

Share via email

5 Building Product Trends In the New Housing Market

18 Apr

iStock_000000000759Medium

The Housing Market is Evolving – Be Ready

As we move into 2013, I think everyone is in agreement, the housing market is recovering. In some places, it’s recovered, others sill have excess inventory or foreclosures, but overall – we are through the worst time our industry has ever seen (or wants to see).

So as we look forward to this ‘new’ normal what will the housing market look like? What trends do we think will occur or impact our business? the home buyer? the manufacturer? the lumberyards?

Heres my take on 5 things this ‘new’ normal means to our industry

  1. We all have to remember what we have gone through these past few years. It’s human nature to only remember the good things and let those bad memories fade away. We can’t let that happen this time. We need to manage inventories, not simply look for the quick buck and actually manage our businesses with the long-term in mind. Too many bad decisions combined with bad business practices left too many companies out of business.
  2. People will continue to stay in the homes longer. Maybe it’s just me, but it seems like homeowners have also learned some hard lessons. Too many people bought a home they couldn’t afford and then wondered why they couldn’t make that huge payout after 2 years. There’s enough hedge funds buying up real estate. People need to buy a home they can afford.
  3. Universal design and aging in place will explode. As a component of #2, people are aging in their homes. Some because they love the house they have lived in, but for many, it’s a very easy financial decision. The cost to make your home more accessible and useable as you age far outweighs the cost to sell your home and move; especially to any assisted living facility. Manufacturers and pros need to look at this as a huge opportunity.
  4. Multi-generational living isn’t going away. While initially people saw this as the Millennial generation moving home after college, it’s much more than that. In a growing number of family’s, the older generation is moving in with their ‘kids’. These homes typically were the primary home and may have kids off in college and now the grandparent(s) are living with the family. Again this becomes a financial, but also a great emotional, challenge for the entire family. Creating homes and products that work, in some cases, for three generations will be key.
  5. Millennials are in no rush to buy a home. For most of us, buying a home was something you wanted to do. It meant you had arrived. You were an adult. We need to understand that’s not at all how the Millennial generation approaches home ownership. That’s part of their contentment with living at home into their mid 20s. As an industry we need to realize that constant stream of new buyers may take a hit for a few years. Although there are plenty of hard working, financially stable 26-32 year olds, they simply don’t feel the need to buy a home right away.

So the housing market is really coming back, but it will be different and we all must learn from the past, and be prepared for the future.

Share via email

10 Building Product Lumberyards You Should Follow on Twitter – Part 2

10 Apr

Screen Shot 2013-04-08 at 2.47.29 PM

Even more local lumberyards on Twitter 

Like I mentioned in Part I of my Top 10 Building Product Lumberyards You Should Follow on Twitter list, for many Twitter users, the hardest part is knowing who to follow so I’ve created a list. Here are the rest of my Top 10:

 6. Luedtke Lumber – @LuedtkeLumber

This Wisconsin-based lumberyard and hardware store not only has nearly 900 tweets, but utilizes text-based offers as well. While definitely more DIY than some, this lumberyard has grown to add more products and services beyond the traditional yard.

7. Bliffert Lumber – @BliffertLumber

Bliffert Lumber is another Wisconsin lumberyard that has millwork, hardware, decking as well as K&B. With over 800 followers and nearly 2,000 tweets, this company has integrated Facebook and Twitter to help promote specials and other customer information.

8. Mobile Lumber – @MobileLumber

While many yards are using Twitter for promotions and products, this Mobile, AL-based yard also utilizes it to recruit employees for all their locations in the Gulf Coast area. They have over 700 followers and are growing.

9. Star Lumber & Supply – @StarLumber

Closing in on 1,000 followers, this Wichita-based family owned yard utilizes many of its tweets to help educate and promote product knowledge and availability. In addition, they utilize their blog (blog.starlumber.com) for more in-depth product information.

10. Issaquah Lumber – @CedarExpert

As their Twitter handle implies, this Issaquah, WA yard focuses on cedar. As a family-owned Cedar Mill, they have nearly 2,000 followers looking for their insights on cedar products from decking to fencing and everything in between.

For even more lumberyards, check out my Twitter list at https://twitter.com/EltonMayfield/lumberyards. For a daily update from this list of lumberyards, subscribe to my daily paper: http://paper.li/EltonMayfield/1335936730.

Share via email