Case Study: Canadian Alliance Terminals
Canadian Alliance Terminals (CAT) is a leading warehousing and third party logistics company based in Metro Vancouver. When Alderbay Investments purchased the company and appointed William McKinnon as president, they knew they had to overhaul their digital marketing strategy. Their web presence was outdated and their sales approach was reliant on personal relationships. That’s where Rose Agency came in.
Two Tiered Approach to Supporting Sales
Rose Agency wanted to deliver more than a splashy website. To provide true value, we knew that we had to become a true partner in CAT’s strategic sales plan. We took a two-tiered approach.
Step One: Mirror Sales Efforts with Synergistic Content
We began by redesigning the CAT website to better represent the company’s true value proposition. Our competitive landscape analysis revealed that there was an opportunity to stand out as a tech-forward logistics company. A robust content plan was put in place in order to showcase CAT’s excellence in this regard.
CAT’s business development manager coordinated their sales targets for each quarter with our team’s promotions, using a combination of industry-specific content and targeted digital advertising to build advance brand awareness in these sectors. As a result, the sales team enjoys a warmer response than they might otherwise expect.
Step Two: Using Valuable Content to Build a Sales Funnel
CAT thrives by developing and maintaining a low-volume, high-value client base. Of particular interest: manufacturing businesses in the US or Europe that are considering an expansion into Canada.
Hard sales have their place, but it’s equally important to populate the sales funnel at the top end. CAT’s potential customers are intelligent professionals, so attracting their attention on LinkedIn or through Google Display ads requires content with true value.
Rose Agency studied the segment and began creating rich content on a regular basis. This includes reports, graphics, stories, interviews with specialists, and more. The content is promoted through organic social media posts, email newsletters, and paid digital advertising. Our SEO effort is intentional and vigorous.
The cumulative effect of this interesting and intriguing content has been an increase in brand recognition. As a result, CAT is top of mind for companies when they create their short list of providers.
Case in Point: Lead Magnets and Industry Conferences
CAT is part of a network of international warehouses that utilizes a central warehouse management system to allow for the smooth transfer of products. In order to capitalize on this, it’s essential that CAT register on the radar of logistics managers, manufacturing and operations managers, and other industry professionals.
Rose Agency identified a conference that would be attended by exactly such a group. We developed rich, relevant content, then promoted it by buying Google keywords that were relevant to the conference.
One particularly effective piece of content was a downloadable how-to guide for exporting products into Canada. Contact information collected during the downloading process is used to make initial sales overtures toward these potential clients.
The fact that these individuals showed interest in the how-to guide serves as a strong indicator that they are considering entry into the Canadian marketplace. Focussing on these pre-qualified leads has been a successful strategy for the CAT sales team. In short, the targeted approach saves time and money, while yielding a better result.
A Turnkey Marketing Department with a High-Performing Staff
CAT employs no full-time marketing staff. Rose Agency created and maintain their website, while also providing promotional content and digital advertising. We also built a style guide to ensure the utilization of consistent and attractive colours and fonts.
When the company attends conferences, we provide everything from business cards and branded stress balls to the trade show booth itself. If they need it, we deliver it. A true turnkey marketing department.
Everyone from our copywriters to our account managers, social media managers, and graphic designers are high performers. We understand our customers and the nuances of their marketplaces. It’s simply what’s required to create content that moves the needle for technically complex businesses with intelligent customers.