by Elizabeth Hines | Sep 20, 2016 | Blog, Content Marketing, Logistics, Manufacturing & Distribution, Marketing, Strategy, Supply Chain, Warehousing & Materials Handling
A content marketing strategy helped one organization generate leads, increase web traffic, and drive sales and new business.
Why would my company blog? Do we really need to be on social media? What is a white paper, and who would read one that I wrote?
These are questions that many businesses in the manufacturing and warehousing space might ask. They don’t see or understand how they might benefit from content marketing.
TotalTrax might have asked the same sorts of questions several years ago. The company, which provides tracking technologies for manufacturing and warehouse operations, had experienced positive year-over-year growth for a decade. The website got decent traffic. Yet, there was a sense that there were many untapped opportunities for growth.
TotalTrax hired Fronetics Strategic Advisors to create and implement a content marketing plan to maximize the company’s digital presence. TotalTrax wanted to see results in the form of increased web traffic, new and better leads, and revenue. Fast forward 24 months, and that’s exactly what happened.
Content helped TotalTrax to achieve:
- 19% increase in overall web traffic
- 500% increase in traffic from social media
- 244 high-quality leads
- 30% net increase in new customers
- 10% growth in sales revenue
To learn more about how Fronetics helped TotalTrax maximize results from a digital and content marketing program, download our case study below.
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by Elizabeth Hines | Sep 6, 2016 | Blog, Content Marketing, Logistics, Marketing, Strategy, Supply Chain
Your customers use vendor content in their purchasing decisions, and you need a strategy to reach them — or your competitors will.
Content marketing can be a game-changer, in terms of new business and sales revenue, for organizations of all sizes and industries and levels of marketing savvy. But you can’t just set up a blog and a few social media accounts and expect sales numbers to start shooting through the roof.
The truth is, your potential customers consider vendor content in the purchasing process. If you don’t have a data-driven content marketing strategy to attract their business, you’ll lose them to your competitors.
Sometimes, the numbers say it best. Here are 12 content marketing strategy statistics that underscore the importance of developing a clear content marketing strategy to advance your business goals.
12 content marketing strategy statistics
Your customers want content.
95% of B2B buyers are willing to consider vendor-related content as trustworthy. (DemandGen Report – 2016 Content Preferences Survey)
47% of B2B buyers consume 3-5 pieces of content prior to engaging with a salesperson. (DemandGen Report – 2016 Content Preferences Survey)
51% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago. (DemandGen Report – 2016 Content Preferences Survey)
Type of content buyers have used in the past 12 months to make B2B purchasing decisions:
- White Papers (82%)
- Webinars (78%)
- Case studies (73%)
- eBooks (67%)
- Blog posts (66%)
- Infographics (66%)
- Third-party/Analyst reports (62%)
- Video/Motion graphics (47%)
- Interactive presentations (36%)
(DemandGen Report – 2016 Content Preferences Survey)
It’s important to clearly define your strategy and goals.
Content marketing effectiveness increases with:
- Experience (64% of experienced marketers say they are effective)
- A documented content marketing strategy (48%)
- A documented editorial mission statement (49%)
- Organizational clarity on what content marketing success looks like (55%)
- Daily or weekly content marketing meetings (41%)
(Content Marketing Institute/MarketingProfs)
Only 13% of those who do not document their strategy feel their content marketing is effective. (Content Marketing Institute/MarketingProfs)
Your strategy should clearly define your target audience and their needs.
96% of B2B buyers say content that speaks directly to their company is the single-most influential aspect of a vendor’s website. (Demand Gen 2016 B2B Buyer’s Survey Report)
What makes content most effective?
- Audience relevance (58%)
- Engaging and compelling storytelling (57%)
- Triggers a response/Action (54%)
(LinkedIn Technology Marketing Community)
Your competitors are using content to win over potential customers.
88% of B2B organizations in North America use content marketing. (Content Marketing Institute/MarketingProfs)
75% of marketers are increasing investment in content marketing. (Curata)
79% of logistics and supply chain companies consider content as an effective tool for their business. (Fronetics)
The marketing software market is expected to grow to more than $32.3 billion in 2018. (IDC)
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by Elizabeth Hines | Aug 29, 2016 | Blog, Content Marketing, Logistics, Manufacturing & Distribution, Marketing, Strategy, Supply Chain, Warehousing & Materials Handling
Fronetics designed a content marketing strategy that helped the logistics software company realize increases in new business and sales revenue.
Your company is doing pretty well. You have a nice website and a social media account or two. And you’ve experienced year-over-year growth. Why would you do anything differently?
Just ask TotalTrax, a provider of real-time vehicle, driver, and inventory tracking technologies for manufacturing and warehouse operations. Despite a decade of positive growth, the company realized there were many untapped opportunities for new business. So the TotalTrax team hired Fronetics Strategic Advisors to create and implement a new, data-driven marketing strategy that could increase web traffic, lead generation, and brand awareness.
After a comprehensive audit of TotalTrax’s digital assets, Fronetics was able to recommend a course of action and implement a multi-channel content marketing program. The program included such steps as:
- Creating a blog and posting regular targeted content
- Consistently posting on TotalTrax’s social media accounts
- Implementing paid search, email marketing, and other strategies
After just 24 months, TotalTrax realized significant gains in web traffic, lead generation and nurturing, and — most importantly — new business and sales revenue.
To learn more about how content marketing helped TotalTrax grow business, download our case study below.
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by Elizabeth Hines | Aug 23, 2016 | Blog, Content Marketing, Logistics, Marketing, Social Media, Strategy, Supply Chain
TotalTrax leverages content marketing to increase web traffic, generate high-quality leads, and, ultimately, grow business.
TotalTrax, Inc., is a provider of real-time vehicle, driver, and inventory tracking technologies for manufacturing and warehouse operations. Despite a decade of positive growth, the company knew it was missing opportunities for new business because of its lack of a clear digital strategy.
That’s why TotalTrax hired Fronetics Strategic Advisors. The firm created and implemented a multi-channel content marketing program designed to increase the company’s digital footprint and accelerate growth.
Content marketing can help a business elevate its brand position by producing content that demonstrates industry expertise, offers valuable information, and builds trust with their target audience. Example benefits include:
- Increased brand awareness
- Higher referral traffic
- Better lead generation and nurturing
- Improved customer loyalty and trust
- Decreased marketing cost and higher ROI
Fronetics evaluated TotalTrax’s existing digital assets. Leveraging extensive market research, the firm helped refine the company’s messaging and content distribution to better engage potential customers. Fronetics then implemented the customized content marketing strategy to help TotalTrax fully leverage its web presence to bring about new business.
The results
In a 24-month period, TotalTrax realized significant gains in web traffic, quality leads, and brand awareness. Key results included:
- 19% increase in overall web traffic
- 500% increase in traffic from social media
- 244 high-quality leads
- 30% net increase in new customers
To learn more about Fronetics’ strategy for TotalTrax, download the free case study below.
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by Elizabeth Hines | Aug 22, 2016 | Blog, Logistics, Manufacturing & Distribution, Strategy, Supply Chain
Improve your company’s financial performance by implementing a risk-management strategy that plans for everyday events and disruptions.
Supply chain disruptions can have a significant impact on business and financial performance. A recent PwC and the MIT Forum for Supply Chain Innovation survey found a strong correlation between the maturity of businesses’ risk-management processes and reduced decline in operational performance indicators in the face of disruption.
A supply chain company’s need for a well-developed risk-management strategy is clear. That means planning for disruptions beyond the big-impact events, like environmental catastrophes, cyber attacks, and geopolitical instability. Companies need to be better prepared to handle day-to-day bumps in the road.
Managing everyday risks
Managers will often consider cataclysmic events but ignore the smaller risks that create friction in the supply chain. Dealing with these smaller factors in a reactive and piecemeal fashion is inefficient and ineffective and can significantly hurt your company.
Consider the following tips when developing an effective risk-management strategy that focuses on the everyday risks:
1) Employ a robust strategy that is always evolving.
Consider all of the factors that currently influence your supply chain, and be vigilant in terms of new technologies or emerging risks that could impact operations in the future.
2) Put a leader in charge.
Choose someone experienced in crisis management, negotiation, and critical problem-solving. This leader should be skilled in diplomacy and remaining calm under pressure.
3) Make sure the strategy is flexible.
A strategy that it uncompromising and rigid can exacerbate issues.
4) Define your comprehensive process.
Develop a clearly defined process to mitigate events such as cash-flow issues, inventory risk, competitor interruptions, client credit risk and default, data backup and recovery, key client attrition, employee satisfaction and retention, social media use and abuse, and reputation recovery.
5) Include human resources in the strategy.
Consider moving employees into new roles as a solution. Moving an employee into a new role permanently (or for a specified period to deal with an event) can help mitigate issues.
6) Don’t hide the issue.
If there is a problem, be sure that the clients hear about the problem from you. Be clear, concise, and honest when you contact clients. Explain what the issue is and what you are doing to address it.
7) Get everyone on board.
Take the time to make sure everyone is educated about the strategy and who is in charge. If just one person knows the strategy, it will not be effective.
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