Leveraging digital touchpoints for building brand equity

Executive Summary

Long sales cycles, complex decision-making processes, and unclear supply chain management patterns make B2B sales extremely difficult. However, a good marketing strategy can help tremendously through leveraging digital touchpoints and mapping out the customer journey. This assists in better lead generation and customer acquisition and helps in building brand equity.  

In 2021 we devised and implemented a strategy utilising multiple digital channels for NBG – a 360 optical fiber company. We targeted different audiences, segmenting them based on various interests within the fiber optics industry. We aimed to provide long-term value, a personal touch, and results worthy of any CEOs admiration. In six months, we’ve managed to deliver some astonishing results to our client such as:  

Leads generated

7.89%

Increase in Generated Leads
(YoY) 2021

Social media results

192.8%

Increase in LinkedIn Impressions (YoY) 2021

223.6%

Increase in LinkedIn Engagement (YoY) 2021

214.1%

Increase in LinkedIn Clicks (YoY) 2021

33.9%

Increase in Facebook Impressions (YoY) 2021

47.6%

Increase in Facebook Engagement (YoY) 2021

27.9%

Increase in Facebook Clicks (YoY) 2021

Paid search results

6.1%

Increase in Paid Traffic (YoY) 2021

Organic search results

24%

Increase in Organic Traffic (YoY) 2021

7.5%

Increase in referring domains (YoY) 2021

Email marketing results

32.1%

Open rate

6.93%

Click rate

3.2%

Unsubscribes

Search engine marketing

Most individuals nowadays resort to using search engines to conclude research prior to making a purchase. However, in B2B, things are not as simple. When it comes to organisations trading with each other, it is doubtful that a single person is responsible for deciding where to purchase from. However, our research showed that no matter how complex the decision-making process is in a given organisation, it includes a search engine at some stage.

Organic search

One of the ways we were going to support NBG was by devising and implementing an in-depth SEO plan. The website was ranking poorly in domain authority, organic traffic, referring domains and backlinks. As a result, the site was failing at performing its purpose of generating leads. Utilising the specialist talent of our team, which for this project we identified as copywriting, content creation, and SEO, we set out to deliver the results NBG deserved. 

In 6 months, through keyword, competitor, and audience analysis, content writing, link building, email, and social media marketing, we achieved a 24% rise in organic traffic. 

Paid search

We wanted to reach people in the research stage of the buying process, and the quickest way for that was through utilising paid search campaigns. We ran a series of campaigns with a moderate budget.  

The results were a CPC average of € 0.12 and an average of € 7 CPA. 

Customer journey

We identified four critical steps of the customer journey and divided our content output into four sections.

Content Output

We established a monthly theme at NBG and produced content around that area of expertise. For example, the theme could be fiber optic technology in subsea environments one month and OPGW (Optical ground wire) the next. We identified a wide range of content possibilities:  

Blog posts

The NBG blog posts are a demonstration of thought leadership. The content plan called for regular posting about the industry, the latest developments in fiber optic technology, and relevant internal news. Every post had to directly link to an NBG product (in a non-salesy way) so that even when the company was posting about something seemingly random, it was clear exactly how that thing related to them. 

Newsletter

The benefits that the readers received were the key difference between our blog and newsletter. Anything from employee health initiatives to the NBG honeybee farm found its way onto the newsletter. We segmented the audience based on industry interest and created unique newsletters for each segment. The newsletters showcased sneak peeks of exciting video content and other product news. We regularly created original video content for the NBG newsletter. The newsletter’s finishing touch was that it always ended on a personal note, sharing insider news from the NBG HQ, ensuring our external communication remained human-centred. 

Brand Awareness

The brand awareness campaigns showed more than the NBG product/service offering. The ultimate goal was to reflect the unique brand personality of the company – an independent, forward-thinking organisation offering custom solutions in the optical fiber industry. 

Product Posts

Working closely with the product managers at NBG, we sourced information about the products and translated the highly complex material into engaging content targeted at procurement managers, purchasers, product managers and engineers in the industry. 

Industry Posts

The industry posts were our weapon of choice for demand generation in the fields where optical fiber solutions weren’t as widespread. To compile such posts, we had to conduct in-depth research and identify applications of OF technology on which information was scarce and present these to our audience in an engaging way. 

Creative Posts

NBG is a relatively small player in the optical fiber industry. We decided to use that to their advantage. Their position allowed for a more boundary-pushing approach which we took full advantage of with our creative posts. The goal was to produce daring and engaging content that stood out from their competitors, who usually feature generic, corporate content across their channels. The output featured videos of cooking with optical fiber temperature sensing, subsea meditation with underwater marine cables and more. This approach engaged NBG’s current audience and helped with their channels’ organic growth. 

NBG influencer program

One of the crucial elements of the overall strategy was utilising LinkedIn for prospecting potential leads. One of the main issues with LinkedIn, or any social media platform for that matter, is the rapidly changing algorithm that could make or break the success of any social media activity. We came up with a unique way to tackle these issues – The NBG Influencer Program.  

Rather than posting solely from the company’s LinkedIn page, we decided to enable individual representatives in Sales, Product Management, R&D and High Management to interact with prospects on a personal level. We created a social analysis of key figures at NBG to determine their potential. We separated representatives into three main categories – Fan, Rising Star, and Influencer. The category determined the content and regularity of posting a person had to output. 

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