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.
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by Fronetics | Aug 25, 2015 | Blog, Content Marketing, Logistics, Marketing, Supply Chain
Earlier this year, when Fronetics Strategic Advisors set out to explore the role of content within the logistics and supply chain industries, a full 86% of the companies we surveyed reported using content as a marketing tool – their primary goals being to build brand awareness and generate leads. Remarkably, more than three quarters of these companies told us that content was an effective tool for their business. However, a top challenge identified by respondents was the execution of a structured and effective content strategy.
In response, we’ve developed a content marketing guide specifically for companies within the logistics and supply chain industries. This guide has been designed to not only get your content strategy off the ground, but also to supercharge your route to success. In it you’ll find step-by-step instructions, templates, lists, and samples that’ll walk you through building your own content strategy – from proven best practices to advanced techniques. Download your free content marketing guide to get started today.
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.
We have deep expertise and a proven track record in a broad range of industries including: supply chain, real estate, software, and logistics.
by Jennifer Hart Yim | Jul 27, 2015 | Blog, Marketing, Social Media, Supply Chain
Editor’s note: This is a guest post written by David Weaver. David has spent the past several years developing a best practice online marketing strategy for the inventory and supply chain division at INFORM GmbH.
Blogging has been around for years, yet some of the most basic questions regarding this communication method are still being asked. In fact, it has been around so long that some people are even asking the question “Is blogging dead?” My answer to that provocative question is of course no, but the blogging world is evolving. Despite the ever changing playing field, one of the most important success factors to blogging is to always keep the target audience in mind when writing an article. If content is not focused and targeted, a blog platform may actually experience a slow and agonizing death.
I started blogging in 2012, relatively late considering the concept has its roots in the 1990’s. Over the past three years, I have had the opportunity to network with some top bloggers as well as newcomers on the blogging scene. Whether I was the one asking or answering the questions, five common themes come up in the majority of blogging discussions I have been a part of. While the questions may be “basic” the answers, in my opinion, are not always easy:
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What is the point?
This is a question I like to ask myself every time I write a new article. If I am not delivering either a fresh take on an existing topic or offering unique insights, I tend to rethink the purpose of the article. Regarding blogging in general, from a business perspective, numerous benefits can be realized:
- Expansion of online reach
- Lead generation
- Increased SEO presence
- Improved image
- Thought-Leadership
- Increased networking opportunities
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Is it too late to start?
No. I recently attended a content marketing event, and next to “ephemeral media”, the topic of influencer marketing was heavily featured. The majority of attendees agreed that everyone is an influencer with a network of friends, family, colleagues and acquaintances. Blogging serves as outlet for the expression of this influence.
The good news is that there are a multitude of blogs already out there looking for contributors, so you don’t have to create something from scratch. As an example, if you are a supply chain professional wanting to share your experience on the topic of supplier relationship management, simply type in “supply chain blog” in Google and you will find several platforms that would be happy to hear from you.
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How do I stay motivated/come up with ideas?
Next to actually starting to write, one of the most difficult tasks is writing a new article when the previous article you posted received little to no attention. This is often the case in the early stages of the blogging process and can be very discouraging. A discouraged writer will consequently have trouble in the idea development stage. Some ways to stay motivated and keep the creative juices flowing include:
- Brainstorming with family and friends
- Scanning Social Media for trending topics
- Asking readers and other industry experts for feedback
- Starting a blog series that will leave readers wanting more
- Varying your content and include videos, infographics and guest bloggers
If you are new to blogging, always keep in mind that the journey is long and developing a following/readership will take time. Don’t give up!
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How often should I post?
The answer to this question is easy: it depends. There are differing opinions on this subject and the general rule of thumb is also vague, namely “post regularly.” My stance on the matter is that quality trumps quantity. If an article seems forced or does not bring something new to the table, it is best to allow the idea to mature and deliver a comprehensive article at a later date instead of posting to meet a deadline.
When starting out, it is best to set achievable goals i.e. “I will post one article per week.” On my first blog project, I set the goal of publishing an original article every Monday. This provided consistency for the readers and gave me time to develop new ideas.
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How do I deal with critics?
I believe the fear of putting oneself out on the web is one of the highest hurdles to publishing articles on blog platforms. The fact is, there will be people that disagree with your opinion. The deciding factor is how you deal with the criticism. Getting into a name-calling, heated argument with an internet troll is not recommended and can only lead to a damaged reputation. With regard to constructive criticism and differing opinions, it is important to acknowledge the difference and remain professional. This includes respecting the other person’s opinions. In the end, it may be best to “agree to disagree”.
Closing thoughts
Aside from the purposes mentioned under “What is the point,” I use various blog platforms as a way to start a conversation and learn from others. Blogging is time consuming and hard work, but in my opinion, the benefits far outweigh the costs. My questions to you: If you are not blogging, why not? If you are blogging, what are some open questions you have?
![DIY fail-proof content marketing strategy [eBook]](https://www.fronetics.com/wp-content/uploads/2024/10/content-marketing-strategy-1080x675.jpg)
by Fronetics | Jun 16, 2015 | Blog, Content Marketing, Marketing, Strategy
95% of B2B enterprise marketers and 86% of B2C marketers use content marketing. The down and dirty is that content marketing works. Content marketing attracts leads and converts leads to customers – and it does so at a lower cost than traditional marketing (and in a much less invasive manner). Here are some cold hard stats:
- 80% of business decision-makers prefer to get information from articles rather than through advertisements
- Inbound leads cost 60% less than outbound leads
- Adopting an inbound strategy doubles average website conversion rates, from 6% to 12%
The reality is that content marketing works. Customers are no longer responding to interruption-based marketing as they once did. They’re ignoring overt sales pitches and looking instead to peers, social networks, and search engines. In short, it’s all about content these days. Companies within every industry – from fashion to fishing – are creating and curating relevant and valuable content and using it to engage prospects and connect with customers.
We have created a DIY fail-proof strategy for connecting with prospects and building brand awareness by creating and distributing amazing content – our content marketing eBook. Earn the attention of your prospects and customers by using this checklist to develop a solid content marketing strategy. In it, you’ll find step-by-step instructions, templates, lists, and samples to get your content marketing program up and running.
by Fronetics | Jun 15, 2015 | Blog, Content Marketing, Data/Analytics, Marketing
It’s impossible not to recognize that the business world is changing. Whether it’s the fall of the travel agent as people migrate towards online booking, or the irrelevance of the compact disc as Spotify and iTunes changed the music industry, or how advertising is done. Outbound marketing, such as print ads, TV ads, banner ads, trade shows, telemarketing, and direct mail are no longer what consumers are requiring. According to Forbes, many brands are moving their advertising budgets from television to online videos. 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.
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?
According to Search Engine Journal, inbound leads cost 60% less than outbound leads. In the Harvard Business Review article, How to Profit from “Lean Advertising”, the shoe company DC Shoes is profiled as a model for inbound marketing. In an industry where star athletes are profiled in big-production advertisements via TV commercials, billboards, and magazine ads, the skateboard shoe company decided to take a different route. According to the 2013 HBS article, “Over the past four years they have gotten more than 180 million views—and in 2011 alone, sales jumped 15%. One was YouTube’s most-shared video of 2011; another garnered a million views in its first 24 hours. Paying online media for this type of exposure would cost upward of $5 million.”
Like any new tack in business decisions, relying on case studies from other businesses is helpful, but cost needs to be considered. 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!).
