the power behind content marketing - memberclicks€¦ · content marketing . bison transport:...
TRANSCRIPT
![Page 1: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/1.jpg)
The Power Behind Content Marketing
![Page 2: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/2.jpg)
Bison Transport: Digital Marketing Strategy
![Page 3: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/3.jpg)
Digital Marketing Strategy
Goal: Recruit 500 Professional Drivers
Actions: Multiple tactics in multiple channels
Results: Achieved!
![Page 4: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/4.jpg)
![Page 5: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/5.jpg)
Results: Audience Growth
![Page 6: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/6.jpg)
Results: Web Traffic/Conversion
1) Total traffic increased by 34%
2) Applications increased by 37%
3) Conversion rate increased by 25%
![Page 7: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/7.jpg)
Results: Increased Direct Messages
![Page 8: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/8.jpg)
Lessons Learned:
1) The online marketing opportunity is significant
2) Permission based marketing works
3) A multipronged approach is critical
4) Constant testing and analysis pays off
![Page 9: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/9.jpg)
Mobile Truck Service Allstate Peterbilt Group
![Page 10: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/10.jpg)
Launch Mobile Truck Service
• Fleet owners of 7+ trucks, both new and existing customers
• Build an integrated marketing campaign
• Launch it to our entire AOR – Minnesota, North Dakota, South Dakota, Wisconsin, Ohio
![Page 11: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/11.jpg)
Design Branded Service Vehicles
![Page 12: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/12.jpg)
Recruit Qualified Technicians
• Campus recruiting fairs
• Location career fair
• Online posting
![Page 13: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/13.jpg)
Create Sales Tools
![Page 14: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/14.jpg)
Build Online Presence
![Page 15: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/15.jpg)
2015 Results
• 35% engagement of existing customers singing up for Mobile Truck Service program
• 15% growth in overall service business
![Page 16: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/16.jpg)
What’s Happening Now?
![Page 17: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/17.jpg)
2016 1Q Results
• Two trucks at all 20 locations
• Double that by the end of the year
![Page 18: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/18.jpg)
Notes about Integrated Marketing
• Consistent message and positioning
• Follow brand standards
• Integrated doesn’t mean the same
• Creative appropriate for the medium
• Variety of headlines
![Page 19: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/19.jpg)
![Page 20: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/20.jpg)
![Page 21: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/21.jpg)
21
![Page 22: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/22.jpg)
22
![Page 23: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/23.jpg)
![Page 24: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/24.jpg)
BENCHMARKS
• Followers: measure how many followers we have gained across our social media channels;
• Email Stats: measure open rates, click through rates, forwarders and form conversions;
• Email Subscribers: amount of subscriptions that we receive helps us gage how successful our marketing tactics are;
• Engagement: analyze shares/re-tweets, likes, comments and link clicks;
• Referrals to Website: track who visits our website because of the Cause Container campaign;
24
![Page 25: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/25.jpg)
IN NUMBERS
• Social Followers pick up: • Twitter: 1808 • Facebook: 493 • Instagram: 266 • LinkedIn: 1203 • TOTAL: 3770
• Website traffic pick up: 3% • 56% new visitors • Avg time on site is 1:30
25
![Page 26: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/26.jpg)
26
![Page 27: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/27.jpg)
27
User generated content
![Page 28: The Power Behind Content Marketing - MemberClicks€¦ · Content Marketing . Bison Transport: Digital Marketing Strategy . ... • 15% growth in overall service business . What’s](https://reader033.vdocuments.us/reader033/viewer/2022060320/5f0ce3fd7e708231d437a3ce/html5/thumbnails/28.jpg)
CAUSE MARKETING IN 7 EASY STEPS
1. Create Alliances with like-minded Charites;
2. Get Executive Buy-in - !
3. Create Online Presence;
4. Kick off a social media campaign;
5. Support it with Email Marketing;
6. Alert the media of this story;
7. Integrate offline events into your program.
28