Improve ROI on marketing, lead generation and brand awareness activities through strategic social media programs.
A leading IT solutions provider wanted a better ROI for a host of marketing and demand generation campaigns, with a boost in brand recognition. Additionally, they wanted to incorporate new social media technologies in order to create engagement opportunities with their customers, prospects and partners on their social platforms of choice.
Leadarati architected a program to drive brand awareness across the top B2B social platforms. A robust content library consisting of video, blogs and social press releases was created, and a social press release program was initiated in order to highlight expert content. The executive and sales staffs went through LinkedIn profile brand training designed to optimize and position them for lead generation activities, and the marketing staff was trained on social amplification tactics for events.
Leadarati also administered a best practice sales training program on how to use social networking for prospecting. A social lead generation program was put into place whereby prospect wish lists were fortified with social intelligence and actionable leads.
Social platforms were branded to incorporate the company message and images. To launch blogs, training was rolled out to specific subject matter experts identified within the organization. An online newsroom was developed to house both blogs and social press releases, giving their community a one-stop shop for shareable content they could use to advance prospects through the sales cycle.
An integrated social campaign was also created, which supplemented a yearly schedule of 50+ events with social advertising and posting, invites via direct social engagements and follow up expert Twitter chats designed to promote engagement with customers, prospects and partners.
The company experienced profound results: With the advanced advanced engagement techniques in place, the company saw a one year increase of 600% in social following. Relevant followers were engaging via Twitter, LinkedIn and Facebook. What's more, marketing programs benefited from a higher ROI as well.
The firm won a marketing industry award for its Social Station, a kiosk used at events designed to increase followers and encourage sharing of their key posts.
Sales reps learned to use social platforms for B2B IT opportunity gathering. With this, they were able to easily access and share the firm's expert content in order connect and engage with their targets faster than ever before.
SOCIAL MARKETING INITIATIVE
"It's always a pleasure to partner with a company that is innovative in their go-to-market strategies. Their use of digital marketing tools and best social practices are the most up-to-date and, in my opinion, the most effective techniques for today's lead generation. ”
Manufacturing partner of the firm