by Fronetics | Jan 7, 2016 | Blog, Content Marketing, Marketing, Supply Chain
Last year was big for content marketing within the logistics and supply chain industries. While companies in general had been hesitant to adopt an inbound marketing approach, many caught on and found this strategy to have a major impact on business in 2015.
Fronetics has helped many clients achieve their goals through targeted inbound marketing efforts. Our data-driven approach aligns business objectives with a marketing program that delivers results with a targeted ROI.
Here are the top content marketing articles in 2015:
1. Five reasons companies in the supply chain and logistics industries should use inbound marketing
Though many companies within the supply chain and logistics industries tend to disregard inbound marketing, it actually can be a wildly successful strategy. Here are five reasons why companies in these industries should be using inbound marketing. Read the full article.
2. Content and Social Media: A Perfect Match for Customer Engagement and Business Growth
This guest blog by Kecia Gray, former vice president of corporate marketing & communications at Transplace, discusses how social media has become an integral part of Transplace’s marketing and communications strategy. It has been key to expanding brand awareness and the company’s thought leadership in the logistics and transportation space. Read the full article.
3. Content as a marketing tool for the logistics and supply chain industries
Fronetics Strategic Advisors conducted a survey focused on the use of content within the logistics and supply chain industries found that companies are using content as a marketing tool and are realizing results. Read the full report.
4. Report: Content use within the logistics and supply chain industries
The survey on industry content use conducted by Fronetics found that companies within the logistics and supply chain industries are creating more content than ever before. Respondents reported using content marketing in order to strengthen overall brand awareness, generate leads, and establish the company as an industry leader. Read the full report.
5. All content is not created equal. Why you need good content.
Good content drives profitable customer action, while bad content is a waste of time and precious resources. What makes good content, and how can you get it? Read the full article.
6. Get Results from Content Marketing by Telling Great Stories
Guest author Thijs Messelaar, a 15-year content-writing veteran, explains how the best content marketing is like a really good story. You must engage your audience emotionally to get them interested in you and to earn their trust. Read the full article.
7. Content marketing ROI for reverse logistics companies
Inbound marketing is effective in garnering consumers’ attention, but it is important to assess return on investment. Reverse logistics companies can use a fairly simple formula to calculate content marketing ROI. Read the full article.
8. Content marketing for the logistics and supply chain industries
Fronetics developed a content marketing guide specifically for companies within the logistics and supply chain industries. In it is step-by-step instructions, templates, lists, and samples to walk you through building your own content strategy. Read the full article.
9. Using inbound marketing to market and sell luxury real estate
Many luxury real estate firms are already using digital and social media to carry the lifestyle brand they’ve built around their properties into the online world. With the use of inbound marketing, they are creating new virtual “touch points” to connect with affluent buyers. Read the full article.
10. Six digital and content marketing tasks to outsource
Outsourcing several digital and content marketing tasks can help companies enjoy a reduction (or cost savings) in operating costs, improve their focus on core competencies, and let employees concentrate on their highest and best use. This article identifies six areas where companies can leverage outsource partners to support their digital efforts. Read full article.
If you are looking to increase business in 2016, consider contacting Fronetics to develop a content marketing strategy. We work with you to create an individualized plan for your specific situation and needs. We identify challenges, trends, and opportunities and take action so that your content marketing program constantly evolves and delivers results.
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by Fronetics | Sep 8, 2015 | Blog, Data/Analytics, Marketing
The profile of marketing has definitely been raised lately. With a full 63% of businesses planning to increase their marketing budgets this year, its clear business leaders are looking directly to their marketing departments to drive growth. Along with expanding budgets and more pressure to produce results, marketing metrics are being more heavily scrutinized by executives; marketing departments are being asked to prove the worth of the increased investment in their marketing efforts. And with an enormous amount of potential data to track, marketing can seem more like big data. The good news is it doesn’t have to. Successfully presenting the value of your marketing efforts means showing your boss the metrics that will resonate and prove that you’re moving the needle where it really counts.
Do you know which metrics actually matter to your boss? Rather than talking about per-post Facebook engagement and other “soft” metrics, can you tell your boss, for example, if your company is spending more money this year to acquire new customers than it did last year? Let’s take a look at how you can calculate your company’s Customer Acquisition Cost (CAC) and why your boss actually does care about it.
Reporting on measurements that link your marketing efforts to the company’s bottom line, such as Customer Acquisition Cost (CAC), will put your marketing team in a much better position to make the case for executive support of current and future budgets and strategies. For more metrics that matter, download our guide to The Six Marketing Metrics That Your Boss Actually Cares About. Our 10-page guide lays out the six marketing metrics that will prove the value of your marketing efforts, along with formulas and examples to help you calculate your own metrics and explanations of why your boss finds these metrics so important.
by Fronetics | Aug 27, 2015 | Blog, Content Marketing, Marketing, Social Media, Strategy
Content marketing has become a key marketing strategy for many businesses. Statistics show that content marketing generates three times more leads than traditional marketing methods – and those leads cost an average of 62% less. At Fronetics, we’ve built our content marketing services around one goal – helping our clients grow. We’re harnessing the power of content to help our clients connect and engage with leads and prospects in meaningful ways. And our clients are enjoying faster growth and higher profits because of it.
How do we use content to support our clients in their business growth?
We create quality content that helps our clients connect with leads and customers in a number of ways. First, we appeal to and engage potential customers by creating relevant content that’s aligned with the needs of our client’s target audience. Then, we nurture those leads into customers by proving the value of our clients’ products and services. Even after they become customers, we work to create positive customer experiences that make it easy for them to recommend our clients to others.
Services offerings
Here’s a quick breakdown of some the service offerings included in our comprehensive approach to content marketing:
Content strategy
Research has shown that B2B and B2C companies with a documented content strategy in place are more effective than those without one.
At Fronetics, we work with our clients to create a content strategy individualized for their specific situation and needs. We learn about our client’s business, target customers, industry, and competition. We also conduct an audit of current content and digital assets. All of this information is used to create an effective content strategy.
Content creation
There is a lot of content out there. If you want your content to stand out and drive profitable customer action you need quality content. At Fronetics, we create quality content that is keyword-optimized. Also, unlike other firms, we don’t outsource content creation. By keeping all content creation in-house we are able to ensure a quality product.
Lead generation
Once we’ve helped our clients draw visitors to their website, we work to identify potential customers and manage their leads. We create and couple high-value content like white papers and eBooks, with strategic calls-to-action that direct visitors to landing pages expertly designed to convert website visitors into leads.
Lead nurturing and customer acquisition
We work closely with our clients to develop a lead nurturing strategy to convert leads into paying customers using email and marketing automation. By segmenting leads and sending them targeted content designed to catalyze engagement, we help our clients build relationships – and importantly, trust.
Social media
Social media is an incredible tool; however, for it to be effective it must be driven by strategy, be consistent, and must have someone managing the execution. At Fronetics, our social media strategists distribute content, curate content, engage your target audience, and monitor your social networks. We develop a social media strategy that aligns with your company’s goals. We analyze your competition, classify your target audience & cultural attributes, identify the influencers in your industry, recommend platforms, detail best engagement practices, create social media schedules, and identify specific tactics that deliver results. Through the proper execution of social media, your brand is given a voice and personality, and becomes more accessible to your target audience.
Analytics and reporting
At Fronetics we take a comprehensive data driven approach to marketing. Metrics measure success, drive strategy, and demonstrate ROI. We provide our clients with monthly marketing reports.
In short, our content marketing strategies drive success for our clients. The Fronetics team is comprised of strategists, marketing professionals, writers, designers, and experts in social media. Together we leverage our experience to increase brand awareness, position our clients as thought leaders, and drive meaningful engagement with prospects and customers – all with the goal of helping our clients grow.
Get in touch with us today for a free consultation to find out if our retainer services, full or half day workshops, or a personalized service offering is right for your business. See how Fronetics can help your business grow.
![[Infographic] Content Marketing in Manufacturing: What Works, What Needs Work](https://www.fronetics.com/wp-content/uploads/2024/10/Infographic-content-marketing-in-manufacturing-801x675.png)
by Fronetics | Aug 11, 2015 | Blog, Content Marketing, Manufacturing & Distribution, Marketing, Social Media, Supply Chain
Manufacturing is experiencing a graying of its industry. With millions of workers at or near retirement age, many top posts are occupied by workers who have seen radical changes in the workplace over the course of their careers. And while executives have largely embraced advances in technology to transform the operations side of manufacturing, research shows they’ve been slow to adapt marketing and sales processes using emerging digital tools and technology.
Earlier this year the Content Marketing Institute released its annual report on the current state of content marketing within the manufacturing industry. This year’s report shows that the manufacturing industry continues to make strides in leveraging digital tools for sales and marketing purposes. Still, because these efforts are fairly new, the report also captures a sense of ambiguity about these new marketing strategies, particularly when it comes to measuring program success. Other notable findings from the study reveal that more than two-thirds of manufacturers are using content marketing to build brand awareness, boost sales, and generate leads. The report also uncovers some marked changes between the most recent report and last year’s report; there has been a shift in both the way manufacturers are choosing to distribute content and their perceived effectiveness of those tactics.
Check out our Infographic for a more detailed look at the report’s findings:
Fronetics Strategic Advisors is a leading management consulting firm. Our firm works with companies to identify and execute strategies for growth and value creation.
Whether it is a wholesale food distributor seeking guidance on how to define and execute corporate strategy; a telematics firm needing high quality content on a consistent basis; a real estate firm looking for a marketing partner; or a supply chain firm in need of interim management, our clients rely on Fronetics to help them navigate through critical junctures, meet their toughest challenges, and take advantage of opportunities. We deliver high-impact results.
We advise and work with companies on their most critical issues and opportunities: strategy, marketing, organization, talent acquisition, performance management, and M&A support.
We have deep expertise and a proven track record in a broad range of industries including: supply chain, real estate, software, and logistics.
by Fronetics | Aug 4, 2015 | Blog, Content Marketing, Logistics, Marketing, Supply Chain
Do reverse logistics companies need to focus on content marketing? Yes.
Should they use LinkedIn? Yes. Twitter? Yes. YouTube? Yes. Yes. Yes. Should they blog? Yes!
Several reverse logistics companies are already using content marketing in an effort to connect with peers and potential B2B consumers. IT Asset Disposal (ITAD) company, TradePort, has an informative blog and utilizes LinkedIn, Facebook, and Twitter. The large 3rd-party logistics (3PL) company, Unyson, utilizes the top B2B social media outlets with just under 2,000 followers on Twitter and just over 3,000 followers on LinkedIn. On the homepage of their website you can view a running tally of how much money they have saved their customers. At the time of the writing of this blog it’s at $2,055,763,398.
What the studies show:
The Content Marketing Institute reports that 8 out of 10 people identify themselves as blog readers, and 23% of all time spent online is spent on social media sites. With the rise of the blog, companies have gotten smart about how to reach their current and potential consumers. According to Forbes, many brands are moving their advertising budgets from television to online videos.
In the B2B world things are changing, too, with many executives wanting to gain information through other mediums. The Content Marketing Institute also reports that a majority (80%) of business decision-makers prefer to get information from articles rather than through advertisements.
We know that inbound marketing is effective in garnering consumers’ attention. It’s aligned with a generation of people who want to be educated about the products they’re buying and who are willing to search for those products online. Even with all of this known, it’s important to ask: what is the ROI when it comes to content marketing?
Return on Investment
In order to calculate ROI, the cost of content marketing needs to be assessed:
- salaries (if going in-house)
- marketing agency or contractor services
- additional overhead
- distribution costs
- design and publication software
After those costs have been calculated, the next step is to subtract that number from the revenue generated. The Guardian has put forth its simple content marketing ROI calculator:
(Revenue Generated – Cost of Content Marketing) / Cost of Content Marketing = ROI
According to the newspaper, “A simple calculation could say that you drove 1000 visits through a piece of content, and Google Ads would have cost £1 per click, e.g. £1000 to equal the same. If the content only cost £500, you have a saving!”
But with most seemingly simple things, there’s complexity underneath. Dig deeper and ask more questions:
- Is the money you’re spending on inbound marketing deterring other, less obvious, costs?
- Would it have cost you more through outbound marketing methods to achieve that same level of visibility than through inbound marketing solutions?
- Is inbound marketing bringing in customers or closing a deal more quickly than alternative methods (time is money, after all)?
- Is inbound marketing cutting down the need for staffing in other areas, such as support staff to manage inquiries or support calls?
Some incalculable values from inbound marketing, like consumer preferences, content intelligence, customer relationship strategies, and branding can be hard to tie to a number, but over time you will see that your ROI will become more clear to you as you generate leads, turn leads into customers, and see the result in the form of money gained (American dollars or British pounds!).
There are several ways to measure ROI. Reverse logistics will continue to grow in importance as regulations increase and the environment continues to come to the forefront as an ethical and practical issue. Content is king, so consider it, measure it, and go for it.
Fronetics Strategic Advisors is a leading management consulting firm. Our firm works with companies to identify and execute strategies for growth and value creation.
When it comes to marketing we work with our clients to create and execute strategies that drive success and elevate their brand position within the industry. Unlike other firms, we align marketing programs with business objectives and, through a data driven approach, are able to deliver results with a targeted ROI. Our team is comprised of strategists, marketing professionals, writers, designers, and experts in social media. Together we leverage our experience to increase brand awareness, position our clients as thought leaders, drive meaningful engagement with prospects and customers, and help businesses grow.
