For B2B Social Marketing ProfessionalsCerasis Customer Case Study

Company Background

Founded in 1997, Cerasis is a top third party logistics company and truckload freight broker

Cerasis’ customers leverage proprietary web-based TMS, the Cerasis Rater™, to ship LTL Freight, Truckload Freight, and small package freight

Cerasis offers full support to shippers for inbound & outbound freight routing, freight claims, and freight accounting through dedicated and integrated freight management services

Adam Robinson: Professional Background

Adam Robinson, Director of Marketing at Cerasis, took over the company’s marketing department in October 2013

Up until that point, the company was lacking a formal marketing strategy

Adam quickly realized that content marketing – specifically on LinkedIn Discussion Groups, would be a key component of Cerasis’ sales success

Cerasis’ Marketing Objectives

Create a consistent marketing program to promote brand awareness across social channels

Generate more qualified leads and boost sales through large-scale content distribution

Drive recognition of the company as a major thought-leader in the logistics industry

The Hub and Spoke Marketing Strategy

These two elements are critical, given that:

Cerasis has complete control over all content, messaging, and engagement on the website and company blog

The website and blog are the best places for inbound lead generation

Blog content has a longer lifetime value than social posts and traditional channels such as print advertising

Cerasis’ website and company blog constitute the hub of its entire marketing process.

Adam’s Focus on the Universal Marketing Funnel

Awareness

This is the stage where a potential customer becomes aware of your company’s existence. Around 30-40% of your content should focus on discussing trends providing best practices to drive awareness.

Evaluation

At this stage, prospects are in the market for what you are selling, and begin to formulate their buying criteria. About 30-40% of your content should focus on helping customers evaluate your offering, this can include comparisons between your business vs. competitors.

Purchase

Content at this stage must communicate why a customer should buy from your company. About 20% of your content should focus on featuring your brand’s strengths and unique selling proposition - without being overtly promotional.

Content May Be King, But…

• Adam needed a solution that could easily distribute content to the right target audience, across multiple social channels

•He realized LinkedIn Discussion Groups were a powerful tool for connecting to B2B prospects

•With limited time and resources, Adam sought a platform that would let him schedule posts in advance for any date and time

Adam put together a robust content marketing plan,

incorporating best practices and his own innovative strategies.

Yet, he understood that while creating large amounts of content

is crucial, it is secondary to reaching the right prospects

through large-scale distribution.

Oktopost enabled Cerasis to remain effective at social media and content marketing, and consistently reach our desired audience, all

without investing significant resources.

(Adam Robinson, Director of Marketing at Cerasis)

Cerasis: Marketing Challenges

Adam took the reigns of a marketing department that never existed before

He was responsible for marketing activities on his own, without a team

Lacked a way to distribute content on a large scale, to the right audiences

Adam wanted to show the analytical data behind his marketing success

Challenges Needs

Post valuable content for marketing purposes across all social networks

Leverage the power of LinkedIn Discussion Groups on a large-scale

Run the entire social media strategy by himself via an online platform

Gain in-depth understanding of Cerasis’ social marketing performance

Adam sought a solution that could answer all of his content creation

and content distribution needs

The Oktopost Solution

The first platform that enables you to execute large-scale distribution to LinkedIn Discussion Groups

Robust engagement features, such as a Social Inbox that lets you respond to comments on any post

Analytical data that lets you identify which LinkedIn Groups most effectively drive engagement

The only platform that tracks and measures the real business value of your social media activities

Powerful, Innovative Features

With Autoposter:

Save time by scheduling posts for any social network in advance, for any time

Schedule a post for any social network, profile or LinkedIn Discussion Group

Easily access and repost past messages

Using Message Assets:

All of your social messages are saved for future access and reuse

Edits to messages are automatically updated for all scheduled posts

Comprehensive LinkedIn Marketing

Post your content to dozens of LinkedIn Groups, across multiple social profiles and your company page, in just a few clicks using Oktopost.

Powerful Content Distribution

LinkedIn Power Search

Filter your search for Groups according to number of members and engagement, and automatically join and manage all of your Groups directly from Oktopost.

Measure Social ROI with Analytics

Analyze which social channels, profiles and messages work best

Track leads back to the posts that drove them to your landing page

Drill down into LinkedIn Group performance: clicks & conversions

Easily see the top performing posts and messages, based on conversions

Key Takeaways

Content Creation Isn’t Enough• Generating content that never reaches prospects is useless.

Leverage a powerful marketing tool that can distribute your content to major social channels, and measure the results.

LinkedIn = Targeted Marketing• LinkedIn Groups are leading place of engagement for

B2B Marketers. Posting to industry-relevant Groups can help you connect with highly qualified leads.

Engaging Content Drive Sales• Social marketing promote awareness via educational

content. Today’s prospects aren’t interested in a sales-pitch, they are interested in valuable information.

Oktopost helped Adam save time, reach an

expansive target audience, and

understand the effectiveness of his

social activities.

Find out more about how Oktopost can help you

Thanks!

Questions? Feel free to contact us @Oktopost or find us on Facebook