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Lee Odden

B2B Content Marketing Tactics: Pros, Cons & Best Practices of Case Studies

Lee Odden on May 29th, 2013     Content Marketing, Online Marketing

Case StudyWithin the realm of B2B marketing, it’s stories, not “features and benefits” that allow brands to create relevant and engaging connections with prospective customers. Successful digital marketers use a variety of content marketing tactics to tell stories according to the goals of both brand and customer.

Even though 71% of B2B content marketers use case studies, they are often an under optimized form of brand storytelling. Case studies provide a structured problem and solution format that provide context, situation and challenges that the reader can empathize with. Case studies also supply insight into how a problem was solved, paving the way for the solution and measures of success.

As part of our ongoing series on content marketing tactics, this post will share some examples and best practices of organizations leveraging case studies as part of their content marketing mix.

Ashley Zeckman

4 B2C Examples of How Companies are Using Twitter to Attract & Engage Customers

Ashley Zeckman on Jan 3rd, 2012     B2C, Microblogging, Online Marketing, Social Media Smarts

Make Your Tweets Count

If you are a B2C company, interaction on a social platform like Twitter can increase engagement and even sales if executed properly.  Small businesses like Tender boutique in Birmingham, Michigan have promoted special offers on Twitter and sold out in just a few days.

Social interaction via platforms like Twitter allow companies to gain a true understanding of their prospect base and serve as a real-time source of market research.

Customer engagement is a key benefit of executing a B2C Twitter marketing strategy. A recent survey by Chadwick Martin Bailey found 67% of Twitter users are more likely to buy from or recommend a brand they follow.  Twitter is also a great resource for crowdsourcing new ideas, getting feedback on current products or campaigns, and figuring out what it is that your customers really want.

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