The Power Behind Content Marketing

Bison Transport: Digital Marketing Strategy

Digital Marketing Strategy

Goal: Recruit 500 Professional Drivers

Actions: Multiple tactics in multiple channels

Results: Achieved!

Results: Audience Growth

Results: Web Traffic/Conversion

1) Total traffic increased by 34%

2) Applications increased by 37%

3) Conversion rate increased by 25%

Results: Increased Direct Messages

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

Mobile Truck Service Allstate Peterbilt Group

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

Design Branded Service Vehicles

Recruit Qualified Technicians

• Campus recruiting fairs

• Location career fair

• Online posting

Create Sales Tools

Build Online Presence

2015 Results

• 35% engagement of existing customers singing up for Mobile Truck Service program

• 15% growth in overall service business

What’s Happening Now?

2016 1Q Results

• Two trucks at all 20 locations

• Double that by the end of the year

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

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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;

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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

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User generated content

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.

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