Initially, our email campaigns for our blog posts were seeing 10-15% CTR,” said Gavin Peacock, CEO, TRC, “But after Marketing CoPilot revised our content marketing strategy, that number increased to 25%. The increase is quite remarkable.
Toronto, Ontario (PRWEB) April 26, 2012
Marketing CoPilot, a leading expert in online marketing solutions for B2B companies, announced today that Total Retail Control (TRC), a provider of EPOS Systems and point-of-sale hardware and software for retailers, has implemented a new, optimized content marketing strategy to help drive online lead generation.
Marketing CoPilot worked closely with the TRC team to map their customers’ buying process and apply this insight to their website and online conversion tactics. Originally, the focus of the program was on products that TRC was selling as part of their EPOS solution, but after testing several email, blog and social media campaigns, and tracking the downloads and pageviews on the website, it was apparent that the message was not resonating with buyers. So the marketing and sales team regrouped and examined the key questions that prospects were asking in the sale process. By using blog content that addressed potential customers’ pain-points at the beginning of the buying cycle (How much does an Electronic Point of Sale System Cost?) and areas relating to retail business profitability (Employee Theft and How to Prevent It), TRC saw a dramatic lift in blog pageviews (455% increase) and average time on page (121% higher than site average).
“TRC is a retail industry leader; they offer premium, cutting edge solutions to retailers that drive business results, but that’s not what their target market wants to hear,” said Marie Wiese, Marketing CoPilot. “By tapping into their client’s pain points and responding to their concerns and challenges, TRC can position itself strategically as a thought leader and expert in its niche market. And our research confirms that ultimately, this is what converts sales.”
The Marketing CoPilot strategy moved TRC’s online presence from a position that was product centric to one that anticipated and addressed reader’s questions and concerns (e.g. – how to buy a point-of-sale system; how to prevent employee theft; how to use retail intelligence to refine business processes, etc.) and as a result, has been more engaged with potential leads.
“Initially, our email campaigns for our blog posts were seeing 10-15% click through rates,” said Gavin Peacock, CEO, TRC, “But after Marketing CoPilot revised our content marketing strategy, that number increased to 25%. In addition, we are seeing much more search engine traffic and social media traffic being attracted by our newest customer-centric blog posts. The increase was quite remarkable.”
In particular, Marketing CoPilot was able to:
- Clearly define and articulate TRC’s value proposition
- Design and implement a compelling conversion tool
- Craft meaningful content that engages, develops a relationship and positions TRC as experts in the retail industry
- Track deep, real-time analytics to demonstrate and analyze traffic patterns
For more information about Marketing CoPilot’s products and services, contact Marie Wiese at marie(at)marketingcopilot(dot)com and visit the newly redesigned website at http://www.marketingcopilot.com.
About Marketing CoPilot
Marketing CoPilot helps companies move their website from “brochure” to a lead generating engine. They build and execute online strategies for B2B companies that want to use their web presence as the front door to their sales process. Marketing CoPilot has a proven methodology for building an integrated marketing engine that supports business growth and the resources to build it and execute it monthly on behalf of clients. Founded in 2006, Marketing CoPilot has worked with over 70 companies in a variety of industries and sectors with a strong focus on technology and service-based businesses.
About Total Retail Control (TRC)
Retail solutions empowered by TRC deliver the best retail intelligence to grow your retail operation. TRC retail insights help managing retail staff, managing retail suppliers, controlling retail cash, managing retail customers and managing your retail stock to boost your bottom line.
Total Retail Control (TRC) was launched in 1991 and over the past 21 years, the company has established a reputation for providing excellence in retail and hospitality solutions to a wide variety of clients across Ireland and the UK.
For more information about Total Retail Control, please visit: http://www.trcepos.ie or email sales(at)trcepos(dot)ie.