Tune in to the Manufacturing Masters Podcast or watch it here!
The Marketing Retrofit Company For Manufacturers

Have you ever had this thought? Uttered it out loud? “We don’t need social media. Our customers won’t find us there.”

We hear this phrase often in the building products industry. Ironically, it’s reminiscent of 10 or 15 years ago when we recommended clients put up a website. They didn’t think that was a necessary or viable marketing vehicle either and, now, can’t imagine NOT having one.

The point is this, social media may seem like new and unchartered territory, but it has quickly become part of our culture, much like websites and reality TV. Obviously, one better than the other, but I digress. Since this has become a recurring conversation, it only feels natural to talk about it here, with you.

Take a look at this and consider something we call, the POWER of ONE:

As you may know, there aren’t loads of current social media statistics directly related to the building products industry, however, this should not be a deterrent. Let’s think bigger, for a moment, and consider the super-set, “U.S. adults.” Then let’s drill down and focus on a more relevant sub-set, “B2B companies.” Consider these recent stats from SocialMediaB2B.com:


+ 53% of B2B companies have been using social media for longer than one year


+ 68% of B2B companies spend 5% or less of their revenue on marketing

+ 40% of B2B companies expect their 2012 marketing budgets to increase

+ Social media spending will increase 3% in the next 12 months and 9% over the next five years for B2B companies

Social Media Mix

+ 66% of B2B companies use social networks in their marketing mix

+ 7. 34% of B2B companies include blogs in their marketing mix

+ 58% of B2B companies using social networks are using LinkedIn

+ 9. 57% of companies have acquired a customer through LinkedIn


+ 57% of companies with a corporate blog have acquired a customer through blogging

+ 72% of companies who blog weekly have acquired a customer through blogging, 78% have who blog daily. And 89% of companies who blog multiple times a day have acquired a customer through blogging.

Metrics and Analytics

+ Only 28% of B2B companies calculate ROI on even some of their marketing campaigns

Mobile Trends

+ 52% of BlackBerry users are planning to switch to iPhone 5

+ 59% of B2B Decision Makers Researching with Smartphones


Inbound vs. Outbound Marketing
Are you marketing the same old way? Let’s take a look. (Pssst! This has alot to do with social media)

Outbound (OLD)

  • one way communications
  • customers are sought out
  • rarely educates or entertains
  • not alot of value

Inbound (NEW)

  • two way communications
  • customers come to you
  • entertain or educate
  • provides value

Inbound marketing costs 62% less per lead than traditional outbound marketing. That’s SIXTY-TWO! 3 out of 4 inbound marketing channels cost less than outbound. Inbound marketing is also trackable, so calculating ROI (Return on Influence and Investment) is easier to do. The internet has revolutionized how we find, buy, sell and interact with brands and their products and services. The new age of Inbound marketing is about providing added value and earning customer loyalty.

Putting social media into your marketing mix is a cost effective way to engage with customers like never before—positively impacting your sales team, bottom line and ultimately your brandhood. The conversations may live online, but the reach is everywhere. Just because you’re not in the conversation, doesn’t mean it’s not happening without you. 

It only takes the POWER of ONE to make a difference. 


Sharing is caring!