The Goal
As a global manufacturer of high-end machine tools, Makino experienced a tight competition and had a target audience that was difficult to reach: engineers. Traditional marketing communications lack enough detail for engineers’ needs. They want real data and proof that a certain product is going to work for them, and they also rely on input from peers in the decision-making process. Since its products carry a premium price and are a serious investment, Makino needed to heavily promote its value proposition while engaging with its target audience.
The Asset
Makino uses Facebook to drive traffic to Makino.com, and spark conversations to learn about what is important to customers. The page is updated at least once a day, and is usually associated with an image or specific piece of content, including:
- Product demos and customer testimonial videos
- Customer success stories and awards
- Webinars, infographics and blog content
Additionally, when a user posts a question, a Makino engineer answers them; and the team sends Makino-branded merchandise to those who take the time to leave a comment or question.
The Results
The Makino Facebook page has received an overwhelmingly positive response from followers, including:
- A 515% increase in “likes”
- A 526% increase in stories created
- A 78% increase in referrals to Makino’s web properties
Lesson Learned
Social networks are powerful channels to start conversations with target buyers and share content. Take the time to ask your buyers questions and learn more about what matters to them.
The Goal
The Salesforce content marketing team spent years building up the company’s blog, and acquiring a large and loyal audience. They were publishing five to eight posts every day. In 2015, circumstances prevented the team from using the blog platform, leaving them with no home to publish their content. The company needed to quickly resolve the problem.
The Asset
The Salesforce marketing team started using Medium.com to amplify content and reach new audiences. The platform allowed them to post content at their leisure and create their own network. It also created a space for Salesforce to communicate with its audience beyond just the content. Once the company was able to start using its own blog platform again, the team found innovative ways to continue to use Medium.com and reach a different audience.
The Results
- 20,000 followers since launch
- 900% increase in visits to the Medium channel since launch
Lesson Learned
Do research on the social networks your buyers use most frequently. This will help you determine which networks to spend your time on and where to share your content.
Social Amplification