News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Neicole Crepeau, Vizit Corporation / Convince & Convert / September 24, 2013
Over the last ten years, new content types have arisen and lots of great tools have sprung up for creating and marketing content. Video is now ubiquitous, Slideshare has become a prominent resource, ebooks are easy to create, and there’s a plethora of tools and sites with which to share the fruits of a digital author’s hard work.
We have more ways than ever to create content with real Youtility, as Jay Baer calls it. The kind of win-win marketing content that provides real value to readers, and promotes you and your business at the same time. The one thing that hasn’t changed, though, is the staticRead More
Craig Webb / REMODELING / September 17, 2013
Internet-based cost estimates for remodeling projects likely will make price negotiations with your customers even tougher—but easier, too
If you think negotiating with your customers is tough now, wait a year.
The Internet’s hothouse environment is bringing to bloom a number of Web services that all intend to give your potential customers a sense of what their project will cost before you reveal your price. Some sites go even further by seeking to replace the traditional way of finding you—referrals—with a sealed system in which customers seek and contractors discover each otherRead More
Ardath Albee / Marketing Interactions / September 22, 2013
A few months prior to Content Marketing World, I ran an online survey to help direct the session I created on Customer Retention. I’m compiling an eBook with insights, but in the meantime, I wanted to discuss B2B marketing priorities.
Below is a summary of how marketers ranked 11 different priorities:
As you can see, I’ve highlighted three of them. These three, taken together, will actually help marketers achieve all the other priorities on the list – but not like this.
Let’s take a look at why.
Thankfully, content strategy ranked fourth. At least IRead More
Paul Winans, Remodelers Advantage / REMODELING / September 19, 2013
Nurturing relationships with past clients will keep you top of mind and lead to ideal referrals
While many remodelers are busier than they have been in years, there are still others that need help generate good, warm leads. There’s no magic bullet. It takes steady effort in a managed way to get a lead flow that will make sales more likely.
Relationship-nurturing seems to work best. Staying in touch with your best past clients, in a disciplined way every two months, pays off sooner than later. How can you do that?
- Visit the client at their home and walk their project with them
- Take a client
Jeffrey L. Cohen / Social Media b2B / September 18, 2013
At Content Marketing World, my good friend Ann Handley, coauthor of Content Rules and Chief Content Officer of MarketingProfs, presented a number of innovative examples of content marketing. The following are some of the B2B examples she shared in her presentation. Any metrics or results came from Ann’s presentation or published information. These examples are meant to inspire B2B marketers to think bigger than just basic written or video content. And bigger doesn’t mean spending more money.
Content marketing means you consistently create and share information that is
- Packed with