Account Based Marketing Service

In sales, the idea of account alignment has been common for a long time: following the concept of key account in sales, there are sales people who are exclusively responsible for one or a few customers. In principle, this is the same focused alignment we see at ABM. These key account managers try to serve their customers individually in such a way that they come into play as a vendor in every relevant procurement decision. The goal is to ensure that your contacts can always turn to their key account manager as a personal point of contact with a high level of customer and technical knowledge.


Key account sales focus is on supporting typical B2B investment decision-making behavior: When customers want to procure a product or service for which they personally know of no other supplier or have not yet developed preferences, they usually turn first to trusted individuals. These can be specialists and managers in their own company or former colleagues. But also, existing suppliers or service providers.


The key account manager as a representative of a (potential) supplier or service provider tries to establish a position of trust. The customer should - without hesitation - turn to his key account manager before looking for a new partner.


What key account management usually lacks, however, is a strategic marketing component to reach all parties involved and to be able to influence a decision-making process with appropriate measures. Since key account management is usually integrated into sales, companies often take advantage of the central strength of this area: the individual 1:1 handling of contacts.


Marketing, on the other hand, works more traditionally - in so-called 1: n relationships. Its measures are intended to serve a larger segment and accordingly cater to several or even many prospects.


Account-based marketing tries to change that by adapting to the needs of the target customer, just like key account in sales. ABM fills exactly this gap: It uses mechanisms from the 1: n approach and directs them to smaller segments - down to a batch size of 1, a single company.


Underlying this, in turn, is the economic belief that it pays to focus on one or a few companies. The reason is that the benefits - revenue share, customer loyalty and profit contribution - exceed the costs.

ABM is a particularly appropriate approach when buying decisions are made primarily on the basis of strategic relevance or the functional and technical characteristics of an offering. Not just because of price. The customer should not yet have all the information he needs to make a decision based on his own experience. Because only then can he be influenced with the

help of marketing.

Account-based marketing is particularly suitable for three central areas of application:

 


Acquisition of new accounts:


With the help of highly individualized, valuable content, particularly promising key accounts can be targeted. In this way, B2B providers ideally position themselves as experts who know the challenges of the respective target customer. And offer suitable, value-added products and services to meet them.


Imagine a web design agency that Interspar would like to have as a client. To do this, your agency could conduct an analysis of Interspar's web presence and offer a detailed report for free download on its own website. However, not all visitors to the site will see this report. It is dynamic content that will only appear on the screen for a select group. In this case with the Interspar managers. These are recognized by their IP address and provided with the appropriate content.


Of course, you can't automatically assume that Interspar executives will come to your website on their own. Therefore, it makes sense to also launch an online advertising or e-mail campaign to make your target group aware of your high-quality offer. Experience shows that such campaigns have an exceptionally high success rate: It is very likely that a decision-maker will click on an ad or open an email promoting such special content.


The prerequisite for this is, of course, that your content is interesting, relevant and valuable enough to attract attention. For example, because your content contains a specific value proposition that promises improvements in a specific area of the key account's business. This way, you're making your target audience an offer they can't refuse. That way, you are less likely to be passed over in the decision- making process.

Account Nurturing:

If you're already in contact with a target customer - for example, because they've already downloaded a white paper from your website - you can "feed" them relevant content.


As part of this account nurturing, you have more resources at your disposal through the use of ABM than traditional lead nurturing. In addition to email campaigns, you can provide your target accounts decision makers with relevant information using ABM tools, for example via your website or an online ad


It is possible to create dynamic websites for individual accounts or account segments where they will only find information relevant to their organization or industry. This creates the impression that you are dealing with a provider who specializes in addressing your unique challenges.

 


Account Growth:


ABM is also suitable for supporting up-selling or cross-selling processes. If you want to sell additional products and services to an existing customer, custom nurturing and relevant content are two very effective tools.


For example, if your customer has purchased a basic version of your software, it makes sense to point out the benefits of updates and additional services. In such a scenario, you might consider writing case studies that outline the benefits of the premium version of your product. This way, your customer not only sees the benefits associated with it. At the same time, he sees that one of his competitors is already benefiting from these advantages.

 

Our service includes the following elements to help you implement a successful ABM program:

Account Selection:


First, we analyze your data and create the profile of your ideal customer.
Then we speak with your sales team to select and rank accounts.

Account Research:


Then we research selected accounts and identify personas and buyer groups. After that we develop a personalized messaging strategy to guide the account in their buyer journey,

 

Content distribution strategy:

Before we create the content, we define a content distribution strategy that best fits the content needs of your accounts across all relevant channels.

Content strategy and development:

We integrate the previous research and distribution strategy and develop a content strategy that delivers relevant content in multiple formats to your customer at each stage of the Buyer's Journey.

Technical Consulting and Integration:


We look at your technology and work with you to find the right tools for your needs and budget.

Measurement and Reporting:

We set up dashboards and tracking systems so you can understand the value of your ABM program.

Execute and Optimize:

We execute and optimize your program for performance.

 


ABM Workshop:

Alignment between sales and marketing is important to the success of the ABM program. We organize the workshop with your teams and work through the objectives, map the Buyer's Journey and create a draft of your ideal customer profile.

 

If you would like to explore how ABM can help you win more deals, book an planning consultation call at a time and date that suits below.

Inbound Marketing Service

Inbound marketing is one of the most popular and successful marketing approaches to online lead generation. 
Inbound marketing is a tactic to position your product to prospects who are already looking for a solution to a specific pain point. In a digital context, prospects use search engines, social media, and blogs to find solutions to real-world problems. This is where inbound marketing comes into play. Inbound marketing positions your website and content to be found by prospects who are actively looking for a solution to a real-world problem.

Basically, it's about

  • Attracting the attention of potential customers to your business with high-quality, useful content,

  • Supporting them in their (complex) purchase decision process

  • Making the customer experience as attractive as possible, from initial contact to further qualification measures (customer experience).

 

Inbound marketing has many advantages. Among other things, companies position themselves as competent toward decision makers as a vendor that sells products and services that help solve a complex customer problem. Unlike traditional outbound marketing, they do this according to a pull logic rather than a push logic. In other words, they do not approach potential customers aggressively or simply show them with advertising. Rather, the aim is to use clever marketing to get them to seek contact with a vendor on their own initiative.

We offer inbound services at a strategic and an operational level:

Strategic level:

  • Analysis of the current marketing situation

  • Buyer Persona Analysis

  • Buyer's Journey mapping

  • Competitor analysis

  • Development of a holistic inbound marketing strategy

  • Development of a content marketing strategy

 

 

 

Operational Level:

  • SEO for the creation of search engine optimized content

  • Advertising for more traffic from contacts in the decision-making process

  • Web design

  • Implementation and support of marketing automation systems

  • Setup and optimization of lead-nurturing programs

  • Inbound marketing support

The process has the following elements and stages:

1. We analyze the current state of Inbound Marketing in your company:

The analysis of your current state usually takes place in a workshop. During this process you will be confronted with a series of questions. These give us an overview of your previous lead generation and up-selling measures, what challenges you are facing in marketing and sales.

 

Typical questions in this context are:

  • What factors set your company and its offering apart? Is there a unique selling proposition that sets you apart from the competition?

  • What do customers value about working with you?

  • How much turnover do you make on average with a customer?

  • What is your sales target for the coming year? And how is this distributed among your products or services?

  • Who are your main competitors?

  • How (and through which channels) are you currently generating your leads?

  • What goals do you want to achieve with inbound marketing?

  • How well are you able to convert website visitors into leads? On a monthly average, how many visitors come to your website and through which channels? And what is your current close rate?

  • What software systems have you used in your marketing so far?

  • What strategies and measures have you tested so far for your lead generation and qualification? What has worked well and what has tended not to work?

  • What challenges are currently occupying your online marketing? And what hurdles have been standing in your way for a long time?

  • Do you already have content that you can use as part of your inbound marketing?

  • How does the collaboration between marketing and sales work for you? In what areas, is there a problem?

  • Has your company currently positioned itself in the area of social media?

2) Buyer Persona Analysis

 

Inbound marketing is all about building a relationship of trust between vendor and customer. Therefore, it is essential to understand the ideal customer very well. Otherwise, even the most sophisticated inbound program will unfortunately fail very easily. Armed with this knowledge, it is your job as a vendor to provide your potential customers with the best possible support in their decision-making process. For this to work, you need to know the decision-making behavior (Buyer's Journey) very well.

The question, of course, is: How do you figure out which approach is best for your target customers?

The answer to that is fundamental to all the next steps that follow in inbound marketing. And to find it, you need to understand how your potential customers buy, what problems they deal with, what they expect from a vendor, and how they make their decisions. This knowledge determines how successfully a product or service can be sold better than the competition.

 

For this reason, every inbound marketing program should begin with a professionally conducted buyer persona analysis. Buyer personas are archetypal representatives of customers with buying insights (investment triggers, success factors, typical hurdles, decision influences and decision criteria) about their decision behavior. This provides a sound knowledge base about the decision-makers and the decision-making process on the customer side for all components of inbound marketing.

 

In cooperation with your customer, we work according to the following scheme:

  1. Organizing and coordinating telephone appointments with interview partners previously selected by you.

  2. Preparation of the telephone appointments by interviewing one of your client's employees.

  3. Conducting eight to ten interviews of at least 30 minutes duration with the selected interviewees.

  4. The creation of one or more buyer personas according to five insight dimensions (Priority Initiatives, Success Factors, Perceived Barriers, Buying Process, Decision Criteria) in the form of a report and a management summary as a presentation.

 

Based on the insights we generate through the Buyer Persona Analysis; we work with you to develop the approach that is appropriate with regard to your Buyer Persona(s). According to this approach, we then develop strategies, content and processes that are aligned with the needs of the Buyer Persona(s).

Finally, we reconstruct the decision-making process with all its influences based on the decision-making experience of specific, acquired customers. And then we repeat and systematize that success. With the right content and the right processes. This is the only way to achieve the well-known mantra: Bring the right content to the right people at the right time.

 

 

3. Competitive analysis

SEO Analysis

 

Competition certainly plays a big role in search engine optimization. After all, you are fighting with your competition for the top positions in search engines like Google and others. You also duel with them when it comes to placing ads. This is because prices go up when other users bid on the same keywords and keyword combinations as you.

We look at how your main competitors rank in the search engines and analyze this in detail. You will learn how the competition is positioned for the most important keywords in your industry and where optimization would make sense.

Content audits

Professional competitive analysis focuses also on content. It is advisable to take a closer look at the strategies of the five to ten most important competitors. Within the scope of a content audit, you will find out in what quantity and quality your competitors published content in which format on which platforms and on which topics.

The results of these analysis serve to identify potential for improvement and possible unique selling points. If your main competitor writes a blog, you can either start your own, even better blog. Or you can focus on alternative content formats (e.g., a video channel), filling a niche that is not yet occupied in your industry.

To stand out as a company, it's important to take a hard look at your content and processes and become better than the rest.

 

4. Developing a holistic inbound marketing strategy

The insights gained through the situation analysis, buyer persona and competitive analysis are fundamental. This is because they are incorporated into the development of your individual inbound marketing strategy in the next step.

Individual is an important keyword here. Of course, the inbound marketing approach provides a suitable structure. But it's all too easy for it to be filled in only with the best practices from hundreds of blog posts and white papers.

The question is whether these best practices are appropriate for your customer outreach (or against the competition) is something we need to figure out on an individual basis. This is another reason why buyer personas and competitive analyzes are so valuable for inbound marketing.

5. Goal Definition:

It's important to define goals that are specific, measurable, realistic, relevant, and time-bound.

Typical inbound goals might be as follows:

"We want to generate 1,000 new leads by the end of next year."

"We want to increase the conversion rate on landing page X by 20 percent in the next year."

"We want to drive 500 new visitors to our site via social media by the end of next year."

 

 

6. Infrastructure:

Here we clarify which technical infrastructure is suitable for your inbound marketing. The focus here is on your website and the necessary software tools.

The website is the first point of contact for most visitors and the most important source of information.

During the process of reviewing your website we ask the following questions

  • What should the website do from a marketing and sales perspective?

  • What is the sales volume behind it and what is the target volume?

  • How many customers will this result in?

  • What number of leads do you need? And how much traffic?

 

These questions help you define goals for your website. Based on the goals, we proceed with the website audit. All relevant sub-pages are analyzed with regard to their value contribution as well as their traffic and all traffic-relevant criteria (e.g. links, visit duration, visit behavior, follow-up pages).

Based on the audit, we suggest targeted changes to your website or we propose a new concept for your website whose features and functions are geared towards generating leads and supporting sales.

 

Inbound infrastructure also includes the software systems used to support inbound marketing.

 

The following software solutions are typical components of an inbound marketing technology infrastructure:

Marketing Automation Systems:

Software platforms that allow inbound marketing programs to be efficiently planned, implemented, and analyzed. They integrate with the website and other communication channels in freely definable, automatable workflows and connect them with your CRM system. Lead nurturing, scoring, and handing off contacts to sales can also be efficiently implemented in marketing automation systems.

Choosing a marketing automation system is very important decision when preparing an inbound marketing program. We can help you with this process.

 

Customer Relationship Management Systems:

These are software tools that allow companies to store, manage, evaluate and present all data about their customers (e.g., contact details, orders, services, complaints). This makes it easier for sales to build an individual relationship with a customer, while marketing can use the CRM information to make its activities more efficient. Well-known systems include Salesforce, Microsoft Dynamics, and SugarCRM. However, holistic inbound marketing solutions like HubSpot also include their own CRM system.

 

Website analytics solutions:

With their wealth of detail, they offer countless analysis options, but also valuable metrics (e.g., visitor numbers, conversion rates, hits via the search engine). They are therefore important for evaluating the success of inbound marketing measures.

7. Content Marketing Strategy

Inbound marketing is not possible without content. Based on the previous analysis and audits, we define the strategic framework for your content marketing. We define the goals that your content should fulfill and develop core messages that you will use it to spread. To do this, we select formats, publication frequency and channels that are suitable for disseminating these messages.

For full details of the Content Marketing service follow this link.

 

 

8. Marketing Automation and Lead Nurturing

 

When we run your marketing automation system, here are some of the activities we perform.

  • Based on static information received from contact forms on your landing pages (e.g., lead's name, position, company, etc.) and behavioral information (e.g., user behavior on the website), we segment your leads into different groups.

  • Based on this segmentation, we develop workflows for each lead group.

  • At the same time, we assign points to your leads based on their behavior and keep track of each individual's lead score.

  • The workflows are created and played out in the marketing automation system.

  • We evaluate the success of the workflows based on meaningful KPIs and adjust the approach as needed.

What exactly is automated, which content is sent to which customer segments and which workflows are behind it, we have to define together - and at regular intervals.

If you would like to explore how inbound can integrate into your sales and marketing approach, book a planning consultation call at a time and date that suits below.

B2B Digital Strategy Service

To maximize the value of digital technology, organizations need a great digital strategy that provides clarity on the vision and direction to operations.


There are two types of digital strategies that companies can pursue. A customer engagement strategy or a digital solutions strategy. Both are important but not necessarily compatible when pursued simultaneously, so it is advisable that companies choose only one to avoid confusion in prioritization or clearly define which strategy drives the innovation agenda.

The digital solutions strategy focuses on what the company sells by enriching products or services with information to add value and solve customer problems.

Our service is aimed at businesses that are pursuing a customer engagement strategy where connecting, building relationships and trust with customers is the direction they want to take. Creating a unique value proposition by building relationships that engage customers in ways that competitors cannot easily replicate is at the heart of our digital strategy service.

You will receive a comprehensive document that describes and explains the digital strategy. Our goal is to formulate a practical strategy with concrete and actionable recommendations. You will also receive a roadmap with a breakdown of tasks, timeframes and costs / investments for Digital Strategy implementation.

The process begins with preparation, where we:

 

  • Review company and industry documentation

  • Organize workshops and meetings with management and relevant staff (mostly sales, marketing and customer service) to gain insights into your business strategy, people, processes and technology.

  • We conduct interviews with customers, partners, influencers and others to understand their needs relevant to Digital Strategy.

  • Questionnaires for non-customers (future customers) who fit the ideal customer profile.

  • Audit of your current digital assets.

Every business is different and we customize Digital Strategy according to the needs of the business/industry. Typical Digital Strategy document would include the following elements.

Situation Analysis:


The situation analysis is the most important part of the Digital Strategy document because it gives us a clear idea of where you are now. 

We look at the following aspects:

Customers: 

 

  • Identification of the ideal customer/ Customer Profiling (segmentation, personas), current, future.

  • Identification, mapping and ranking of customer needs. 

  • Customer journey mapping including analysis of your current touchpoints (offline and online). Identification of important touchpoints for your customer's decision process. Content analysis of the currently relevant touchpoints.

Competitors:

  • Who are they? How do they use digital channels?

  • What are their strengths and weaknesses? 

  • How do they compete with you? 

  • How do you compete with them? 

  • Are you playing to your strengths? 

  • What is your competitive advantage (from your customers' perspective)?

  • Analysis of best practices in the industry.

  • Quantitative and qualitative analysis of the industry digital landscape (websites, search, social, apps, content, advertising and others).

  • Benchmarking your digital presence against competitors and best practices from other industries.

Partners:

  • What online partnerships/intermediaries should you pursue to find new ways to market?

  • Identifying B2B influencers.

  • Link partners.

  • Syndicated (content) partners.

  • Advertising partners.

    


Competencies:

  • Mapping of your company's competencies and digital maturity assessment.

Performance/Results:

  • Understanding current KPIs and defining future goals, objectives and KPIs.

Market Trends

  • Here we assess trends that impact the way customers process information and how they use digital channels

  • Technology trends that impact your business/industry either as an opportunity or a threat.

Goals / Objectives:


Goals / Objectives inform strategy about expected outcomes.

 

  • Define and align Digital Strategy 's objectives with the company's business strategy.

  • Defining the mission/vision of Digital Strategy.

  • Definition of future KPIs (for all relevant touchpoints) that support the set objectives.

Strategy Formulation:

 


This is the phase where we bring everything together and synthesize a clear strategy to achieve the set objectives.

 

In this part of the document, the following questions are answered:

  • In which target markets does the company want to compete? (Sometimes companies digitally focus only on certain market segments).

  • How will they position themselves in those markets?

  • What is the online value proposition?

  • What changes in processes are needed?

  • What online partnerships are worth pursuing?

  • What level of customer engagement is expected?

  • What type of customer experience do we want to achieve (offline, online)? 

  • What touchpoints need to be added or improved and how?

  • What data and technologies are needed?

  • What kind of content is needed for the different customer profiles at different stages of their buying journey (content matrix)?

  • What specific tactics and actions do we need to achieve the goals of Digital Strategy? (Content Marketing, Social Selling, Website, Social Media, advertising, staff training, internal communication, motivation, etc.)

  • What are control KPIs for specific goals?

If you would like to explore how Digital Strategy can help your company grow, book a planning consultation call at a time and date that suits below.

Social Selling Service

Customer buying behavior has changed dramatically in recent years due to digitalization. Customers are becoming more informed and less reliant on traditional sales initiatives. Empowered buyers are also increasingly relying on digital resources and their buying processes or "purchasing journeys" increasingly involve the use of social media. These changes are putting significant pressure on B2B sellers and traditional sales organizations.

We have developed a structured enablement program to help you introduce and scale Social Selling in your organization, with the following basic premises:

  • Aligning the program with the company's business goals.

  • Through the program, we ensure that your salespeople understand how to best leverage LinkedIn/LinkedIn Sales Navigator and other social media platforms.

  • Integration of Social Selling routines and techniques into current individual and organizational sales processes, supported by workshops and coaching.

  • Scaling adoption of the program within the sales organization by implementing the Social Selling platform that allows you to manage, deliver, analyze, measure and track content success.​

We are experienced in launching, executing and optimizing Social Selling programs. We customize the program to your current state of Social Selling readiness and elevate it to the level that meets your business goals.

We support organizations through the full cycle of Social Selling implementation:

  • the development of the program strategy and goals

  • the implementation of tools

  • training of the employees

  • continuous support and guidance

 

The results you can expect:

  • Increased sales through existing and new customers

  • Increased Social Selling Index (SSI) of your salesforce

  • Shortened sales cycles through the influence on the buyer journey

  • Increased conversion rates of inbound leads

  • Reduced competitor influence due to earlier entry into the Buyer Journey 

  • Increased reach of the combined sales team on social networks

Social Selling Program Timeline in 5 phases:

Duration: 2 Weeks

  • Strategic Phase

    • DEFINE program objectives and KPIs and alignment with the Sales plan

    • AGREE on program  roadmap

    • BUILD  Content Strategy (audit current content, create buying personas, mapping the content needs at different stages)

​​

Duration: 2 Weeks

  • Tactical Phase

    • BUILD central point that will lead and administer Social Selling program

    • DEFINE content sources, gamification rules and communication streams

    • ENSURE program compliance with company policy (Social Media Policy, SM guidelines)

    • PLAN the launch

    • IMPLEMENT Social Selling platform

​​

Duration: 3 Weeks

  • Preparation Phase

    • IDENTIFY & INVITE potential candidates

    • Media, Social Selling, company rules, building personal
      brand and expanding social network TRAIN Social Selling team (8-10 hours per person executed in modules) on Social Media, Social Selling, company rules, building personal brand and expanding  social network

    • TRAIN on Social Selling platform usage

 

​​

​Duration: 2/3 Months

  • Activation Phase

    • LAUNCH

    • ORCHESTRATE content

    • MEASURE success  

    • LEARN & ITERATE OPTIMIZE

    • TROUBLESHOOT & SUPPORT

  • Ongoing Phase

    • PLAN for expansion (pace, scope)

    • USE learnings and best practices from first phase of the project

    • TRAIN new Social Selling members

    • KEEP the momentum by incentivizing, celebrating  and management involvement

If you would like to explore how Social Selling can help you to become Social Business, book a planning consultation call at a time and date that suits below.

Services introduction

We help companies leverage the tremendous power of social media to digitally transform businesses from the inside out, with the potential to improve the customer experience, develop new digital growth strategies, and increase credibility with both B2C and B2B audiences, as well as nurture prospects for future sales.

Leveraging social media means taking an integrated approach. That is why these six services are under one roof. We have built our capabilities to help you successfully navigate the journey of social business transformation. We work with you to determine your current social business maturity level and go from there in the direction your business goals take us.

B2B Content Marketing Service

Content marketing has been the new marketing trend for a few years now. Instead of communicating through advertising messages, brand values and USPs, knowledge about products and services is becoming the focus of communication. Content marketing is cross-media, works together with sales and covers the entire customer journey from initial contact to after sales.

Some of the benefits Content Marketing brings to B2B marketing.

  1. Awareness

  2. Trust, respect

  3. Thought leadership

  4. Demand and lead generation

  5. Purchase


Content is the cornerstone for all other services we offer. It is designed both as a standalone service or as part of other services when needed.

For our service we use the following model:

  1. Analysis

  2. Conception & planning

  3. Production of the content

  4. Distribution of the content

  5. Evaluation

 

 

1. Analysis:

 

Identification and conceptualization of buyer personas:

By accurately modeling your buyer personas, we can delve deeper into the world of your potential customers to later produce more relevant content along your content strategy. The process is based on data from your existing customers, interviews with your customers and customer-facing employees such as sales/customer service, and surveys with non-customers.

These are some of the questions we try to answer before creating your Buyer Personas profiles:

  • What is the professional background (job, career, function, income)?

  • What are the demographic characteristics (male/female, age, city/state, family)?

  • What is the information behavior (media, channels, events)?

  • What are the goals (most important goal, other goals)?

  • What pain points (most important pain point, other pain points)?

  • How can you help with content (achieve goals, overcome pain points)?

  • What objections (why is not the persona buying from you)?

  • How did the buying process go step by step?

  • What was the step-by-step process of buying?

  • What would have helped you move faster in the buying process?

 

Buyer Journey Mapping:

Developing the Buyer Journey for each Buyer Persona is essential for Content Strategy. The content must meet the needs of the buyer persona at the different stages of the buyer journey.

 

While mapping the Buyer's Journey these are some of the questions that need to be answered.

 

 

Awareness Phase

  • What are the pain points of your Buyer Persona?

  • How would your persona describe these pain points?

  • What could be possible search queries for your Persona related to the pain points?

  • What content would help your Buyer Persona identify and narrow down their pain point/problem?

  • How should your business appear that would be particularly helpful to the Buyer Persona?

Consideration Phase

  • What are the solutions to the problem?

  • How does your approach differ from other possible approaches?

  • Which of your USPs from considering the solution approach is of particular interest to your Buyer Persona?

  • How can you best deliver your USPs so that they are of greatest interest to your Buyer Persona?

  • Do you have satisfied customers who can speak positively about you?

Decision Phase

  • What are the final hurdles your buyer persona should consider when deciding to buy your product/service? High price, no clear USPs...

  • What content can you use to overcome these hurdles?

Your company content audit:

We look at your inventory of existing content and evaluate it.

Some of the content parameters we evaluate here are:

  • Visits (Organic Visits)

  • Click through rate in search results

  • Position in search results - conversion rates - backlinks

  • Content quality assessment

Competitor and Industry Content Analysis:

We analyze competitor content performance across all channels and formats. We analyze content in your industry and your buyer's industry and categorize it by topic and format.

The end result of these analysis is a comprehensive benchmark report that compares you to your competitors and both to the needs of buyer personas across all channels and formats.

 

 

Keyword Research:

Your Buyer Personas have already asked questions online about products/services that you and your competitors offer. Your Buyer Personas use some terms more frequently than others. In this step, we find out which terms are used frequently or which terms are particularly relevant for your business.

The result is the list of keywords that your customer uses when searching for products/services of your company and your industry.

 

 

2. Strategy and planning

With the analysis and business goals defined, we create Content Marketing Strategy Plan, which contains all the necessary components your company needs to achieve the business goals with content marketing.

Employee Advocacy Service

Employee advocacy has become one of the best ways for companies to increase their reach in an authentic and overt way due to the explosion in the use of social media and other digital channels across multiple devices. With a properly set up employee advocacy program, you will quickly see benefits, both externally and internally.

Employee advocacy benefits:

  1. Improved Brand Reach: On average, employees collectively have social networks that are 10 times larger than all of your company's social accounts combined. The program will increase your brand visibility, recognition and loyalty. It will also increase your website traffic and search ranking results.

  2. Build trust: Activating the authentic voice of your employees humanizes your brand and builds trust, as 78% of people trust recommendations from their own network.

  3. Reduce costs: the cost per click on social media is rapidly increasing. On average, one share from an employee generates 4 clicks on Social Media. The program delivers high Earned Media Value and generates an average of 12x ROI. Increase virality and engagement: company content shared by your employees is 24x more likely to be shared again. People are also 8x more likely to engage with your content that is shared by your employees.

  4. Generate revenue: 12% more brand advocacy generates 2x more revenue growth. Leads generated by employee social marketing are 7x more likely to convert than other leads.

  5. Increase productivity: by 20-25% in organizations with socially connected employees.

If you are at the beginning of your employee advocacy journey, this could be the program for you.

This is a structured communication and enablement program that supports you in all phases of a successful Employee Advocacy implementation in your organization.

We support companies through the full cycle of Employee Advocacy implementation:

  • the development of the program strategy and goals,

  • employee selection,

  • the commitment of your employees to participate

  • implementation of tools

  • training of the employees

  • continuous support and guidance

 

We have experience launching, operating, and optimizing employee advocacy programs in companies of various sizes and industries. We can help you design your content and curation framework and execute content delivery. In short, we provide everything you need to run a successful Employee Advocacy program at your company. Implementing enterprise-wide programs can be a complex task, and it's very important to get it right the first time.

What results can you expect?

  1. Clear business case positioning for leadership.

  2. Increased speed of advocacy adoption.

  3. Higher employee utilization rates.

  4. Painless tool integration.

  5. Efficient stakeholder management.

  6. High-quality and flexible employee training

  7. Smooth launch and continuous support.

Employee advocacy Program Timeline in 5 phases:

Duration: 2 Weeks

  • Strategic Phase

    • IDENTIFY & ENGAGE all key stakeholders (Board, Departments)

    • DEFINE program objectives and KPIs

    • ALIGN stakeholders  interests

    • AGREE on program  roadmap

    • CONTENT STRATEGY: Existing content audit, persona building, content needs assessment and strategy

Duration: 2 Weeks

  • Tactical Phase

    • BUILD central point that will lead and administer  ESAP program

    • DEFINE content sources,  gamification rules and communication streams

    • ENSURE program compliance with company policy (Social Media Policy,  SM guidelines)

    • PLAN the launch

    • IMPLEMENT ESAP platform

Duration: 3 Weeks

  • Preparation Phase

    • IDENTIFY & INVITE potential candidates (recommendation 100 +)

    • TRAIN ESAP team  members (8-10 hours per person executed in modules) on Social Media, company rules, building personal brand and expanding social network.

    • TRAIN on ESAP platform usage

Duration: 2/3 Months

  • Activation Phase

    • LAUNCH

    • ORCHESTRATE content

    • MEASURE success  

    • LEARN & ITERATE OPTIMIZE

    • TROUBLESHOOT & SUPPORT

  • Ongoing Phase

    • PLAN for expansion (pace, scope)

    • USE learnings and best practices from first phase of the project

    • TRAIN new ESAP members

    • KEEP the momentum by incentivizing, celebrating  and management involvement

 

If you would like to explore how Employee Advocacy can successfully support your company initiatives from corporate communications, marketing, sales to HR (Employer Branding), book a planning consultation call at a time and date that suits below.

Employee Advocacy Implementation plan
Social Selling implementaion plan
Content Marketing Strategy Plan

3. Content production, optimization and distribution


Often, the concept of content production can seem quite overwhelming for businesses.
For companies that do not produce their own content, we offer content production, optimization and distribution services based on Content Strategy. 

4. Evaluation

Evaluation and reporting of content performance is an important part of the overall success of Content Marketing. It is an ongoing process to make the content more relevant to your customers and achieve the set goals. We can create reports and track content success for you.

To find out how content marketing can boost your marketing and sales efforts, book a planning consultation at a

convenient time below.

Services

Services