by Elizabeth Hines | Aug 26, 2014 | Blog, Content Marketing, Marketing, Strategy
A 2013 survey of B2B marketers by LinkedIn found that when it comes to lead generation, customer testimonials and case studies are considered the two most effective content marketing tactics. Why are customer testimonials and case studies so effective? Because they are content that is valued and trusted by B2B buyers.
How can you write a B2B case study that generates leads?
Here are five elements of an effective case study.
- A case study is a story. Case studies that read like a story succeed. Case studies that are written, for example, as a sales pitch fall flat and fail to attract and engage prospective buyers.
- Case studies are not a sales pitch. Inform and educate through the sales pitch, but do not “sell.” An effective case study will generate new customers and sales.
- Prospective buyers turn to case studies for concrete examples. Make it easy for the reader to obtain the information desired. Bullet points, quotes, and lists are all examples of how you can deliver the highlights.
- Keep it short and sweet. A case study should provide the prospective buyer with enough information, but should not go into the minutia.
- Include these three components: the challenge, the solution, and the results.
by Elizabeth Hines | May 1, 2014 | Blog, Content Marketing, Logistics, Manufacturing & Distribution, Marketing, Social Media, Strategy, Supply Chain
By launching a new digital, social media, and content marketing strategy, Cerasis saw a big, positive impact on its bottom line.
Companies within the manufacturing, supply chain, logistics, transportation, distribution and freight industries have been slow to create and execute digital, social media, and content marketing strategies. The primary reason: a lack of understanding of the business case or value.
These strategies utilize platforms that many within these industries perceive to be for socializing, sharing photos, and connecting with friends (e.g., Twitter and Facebook), and they turn the sales process on its head. Content marketing strategies are fundamentally different from traditional strategies employed by businesses to attract new customers, foster relationships with current customers, and grow their bottom line. Because of this, companies do not recognize how these strategies can positively impact their bottom line and therefore decide to steer clear — they feel engaging is too risky.
The reality is that not participating is risky. Like it or not, things have changed. The internet and social networks are where customers are. Content is how you can establish your company as a thought leader within the industry, and how you can attract and retain customers. If you want to grow your business you need to participate.
Looking at the manufacturing, supply chain, logistics, transportation, distribution and freight industries, there are a few companies that have emerged as leaders — companies that exemplify the business value of creating and executing digital, social media, and content marketing strategies. Cerasis, a freight logistics company, is one of them.
How Cerasis acquired 98 customers through content marketing
Cerasis was founded in 1997. For 15 years the company utilized traditional sales and marketing strategies: placing ads in industry print publications, and relying heavily on referrals. This strategy worked. The company acquired new customers, retained current customers, and realized positive growth.
There is a saying: “If it ain’t broke don’t fix it.” Cerasis ignored these words of wisdom.
In the fall of 2012, Cerasis launched a digital, social media, and content marketing strategy. The results have been impressive. For example, visits to the company website have increased by close to 670 percent, and search visits have increased by close to 2,190 percent. The company boasts an impressive number of Twitter followers, Facebook fans, and LinkedIn followers.
The business value of the strategy? Cerasis has acquired 98 customers. For the freight logistics industry, one customer can generate significant revenue; 98 new customers has a positive impact on the company’s bottom line.
Cerasis will be guest blogging for Fronetics for the next three weeks. The three-part series will begin with an overview of the company’s strategy and will discuss the results the company has realized through the execution of the strategy. The next two articles focus on how to create and execute a strategy.
When looking for best practices, Cerasis is a clear example. For companies within the manufacturing, supply chain, logistics, transportation, distribution and freight industries these articles are a great opportunity to learn why (and how) your company should create and execute a digital, social media, and content marketing strategy.
Download the case study to learn more about how Cerasis’ content marketing strategy helped the company acquire new business and increase sales.
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