BG DIGITAL GROUP AIR CYCLE SOCIAL MEDIA EMPHASIS 2016

Transcription

1 BG DIGITAL GROUP AIR CYCLE SOCIAL MEDIA EMPHASIS 2016

2 OVERVIEW Air Cycle provides simple, sustainable solutions for universal waste recycling and food waste diversion. The talented team behind this Chicago area-based company believes that organizations of all sizes are looking for innovative tools and services that are easy to use, improve results, save money and are environmentally protective.since February 2016, BG Digital Group has been tasked with generating new leads through multiple print and digital touchpoints, including: Print publication partnerships, banner advertisments, sponsored editorials, a business blog on aircycle.com, weekly newsletters, automated campaigns, social media advertising, Google Adwords, Bing advertising, and remarketing. CONTENTS Challenge Blogging Campaigns Website Content Top Five First Year Results Summary

3 CHALLENGES Air Cycle needed to expand it s online footprint. It s website was full of valuable information to help businesses learn how they could employ simple sustainable solutions and begin a recycling program. However, Air Cycle lacked natural and organic visits to their site. Their advertising plan was robust but they wanted to dominate on both sides of the digital spectrum, organic and paid. After consulting with our team, we recommended inbound marketing strategies to increase website visits with the ultimate goal of gaining new leads through, consistent blogging,weekly marketing through newsletters and drip campaigns, social media management, video marketing, effective call to actions on all digital opportunities to ensure links back to website contact forms. Another challenge for Air Cycle Corporation was managing the various digital and traditional advertising opportunities and measuring their effectiveness. Once BG Digital Group began consulting with Air Cycle, we worked with the client to refine and redesign all of their ads. Through monthly reporting and placement of UTM codes, we worked to measure leads from each source and then worked to optimize the advertising sources that were generating the best lead opportunities.

4 BLOGGING First and foremost, blogging is an essential component of any B2B marketing plan to improve search engine optimization using conversational tone and common industry search terms to counterbalance technical specs that don t help your search. A B2B blog is also a great way to create engaging content for your website, giving visitors multiple reasons to stay on your site and learn more about the product and services offered. For Air Cycle, a blog opened up opportunities to: Provide case studies and whitepaper to potential clients Spotlight clients who go the extra mile to protect the environment with our Hero of the Month campaign Show products and services in use to showcase benefits including increased workplace safety, recycling efficiency, saved storage space, and less waste transportation Provide industry news and regulatory updates Share useful resources for facilities managers

5 CAMPAIGNS Unlike B2C firms, B2B involves a much more involved decision making process before a conversion can take place. Our greatest challenge was found in making sure that not only all touch points clients throughout their journey. Weekly newsletters were a useful tool to promote blogs and drive traffic to the website. Writing blogs and creating engaging content for facilities managers and beyond is only useful if there are practical ways for them to find the information. Keeping in touch with potential clients was ongoing struggle for Air Cycle. The company was looking for a more efficient way to funnel through and quality potential leads. Implementing optimized automated campaigns measured and qualified potential leads. Implementing optimized automated campaigns measured and qualified potential leads based on engagement with campaigns, alerting Air Cycle s sales staff through the CRM to engage directly with leads. In the past, Air Cycle has participated in publication-sponsored webinars that left them with large contact lists and no logical next steps. Automated campaigns allowed us to easily funnel through leads and find qualified potential clients based on their level of interest in the products and services they learned about in the webinar. Social media advertising has allowed our team to target potential leads in real time. Blogs are categorized by topic and targeted to LinkedIn users based on industry, job title, and job description. As we run banner ads and advertorials in online publications, our social media team is also targeting relevant articles in Twitter Cards to that publication s followers. This real time advertising technique acts as a sort of manual remarketing campaign- as website visitors are seeing our ads or reading about Air Cycle s products and services online, they re also being served engaging content and relevant industry new on their Twitter timelines.

6 In the past, Air Cycle has participated in publication-sponsored webinars that left them with large contact lists and no logical next steps. Automated campaigns allowed us to easily funnel through leads and find qualified potential clients based on their level of interest in the products and services they learned about in the webinar. Social media advertising has allowed our team to target potential leads in real time. Blogs are categorized by topic and targeted to LinkedIn users based on industry, job title, and job description. As we run banner ads and advertorials in online publications, our social media team is also targeting relevant articles in Twitter Cards to that publication s followers. This real time advertising technique acts as a sort of manual remarketing campaign- as website visitors are seeing our ads or reading about Air Cycle s products and services online, they re also being served engaging content and relevant industry new on their Twitter timelines.

7 WEBSITE CONTENT In 2016, Air Cycle debuted a new service- as comprehensive recycling solution perfect for multi-location facilities. BG was tasked with writing website content to introduce the features and benefits of Total Program Management, as well as writing a script and creating a storyboard for an animated explainer video. watch here: bit.ly/whatistpm

8 DIGITAL & PRINT Banners, display ads, and other digital media publications are essential in keeping Air Cycle ahead in a competitive market. Though many might feel print ads have gone to the wayside, these are also important in contributing to Air Cycle s marketing footprint. We begin with acting as the liaison between Air Cycle and the various publications in negotiating contract terms, campaign pricing, run time of each advertisement, and facilitating the signing of all final orders. Monthly, our team assists Air Cycle in designing and creating the ads for each product/service, as well as ensuring all are submitted by the deadlines provided by each medium. Of no little importance, we assist Air Cycle in tracking each specific ad submission by UTM code to provide accurate reporting and give an overall picture of what advertisements and publications are working for them and which are not giving them further leads to future sales and optimum use of their marketing funds.

9 SEM ADVERTISING Google AdWords, Remarketing & Bing Ads: AdWords (Google AdWords ) is an advertising platform for businesses wishing to utilize text and graphic ads on Google s Search or Display network. The AdWords platform allows a business to set their own budget and only pay when a user clicks the specific ad. This service is largely based on keywords (SEO). Using this platform, a business can provide relevant ads that appear on Google s SERP (Search Engine Results Page) using keywords that users provide in the search query. Remarketing is an integral part of the AdWords platform that allows a business to show ads to people who have visited your website. The business is able to show relevant ads across the different devices being used as those users browse any of the GDN (Google Display Network) websites. Bing Ads is another advertising platform we use to show ads on the Bing network, which includes Bing.com, Yahoo.com, Aol. com, and many other third party websites and apps that Bing owns. This PPC (Pay-per-click) advertising works in the same fashion as AdWords, only utilizing the Bing network. BG Digital Group completely rebuilt and restructured Air Cycle s AdWords account. TOP FIVE FIRST YEAR RESULTS Publication-sponsored video advertisements were two of our top ten best performing ads of the year, driving nearly 1,500 useres to the website, with 87%.

10 BG DIGITAL GROUP is an award winning full service marketing and advertising agency in Morehead City, North Carolina. With experience in all realms of media from publishing to live-tweeting, we are able to create marketing that matters that helps our clients succeed. We have been honored to be recognized with a range of awards from People s Choice Telly s for commerical production to International Silver Summit Awards for Social Media Campaigns.

11 like these results? we can make an impact. Schedule a time to talk with BG Digital Group to evaluate your current social media strategy and learn how we can help you improve your campaigns to capture new leads and gain more loyal, returning customers.