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Proforma SI Promotions

Leveraging Content for B2B Thought Leadership Positioning

The Gist

A leading marketing resources company based in Ontario, Canada needed help with their content and social media. Particularly in the B2B space, content marketing is a critical component to a successful marketing mix. HubSpot reports B2B companies that blog generate 67% more leads per month than their non-blogging counterparts (Ceros). As prospects become more informed during early stages of the sales cycle, producing informative yet strategic content is clearly a key way to stand out from the crowd. In fact, 65% of B2B buyers also report that their winning vendor’s content had a significant impact on their buying decisions.

The Challenge

In a congested space such as marketing resources or promotional materials, content is plentiful and unfortunately often low-quality SEO fodder. To combat this content marketing white noise, we helped the client to build a thought leadership position with intelligent, relevant blog content that could bolster the company’s positioning in key service areas as well as the owner’s individual profile as an entrepreneur.

Campaign

We focused on reinforcing key offerings such as integrated marketing, corporate uniforms, and video and multimedia by writing ten blog posts representing the company. Sponsored social media and organic social media supported the blog, as well as the promotion of press releases as client successes came down the pipeline.

We also helped to research, create, and promote a special seasonal infographic to present a light-hearted side of the company and provide a timely, sharable piece of content. The infographic boosted website visits by 27% and gained excellent traction via Twitter with sponsored posts achieving engagement rates upwards of 8-10%.

Results

In May 2015, the client was short listed for a Promotional Products Association International (PPA) Technology Award for “its innovative blog, which provides clients with valuable marketing insights on current marketing trends, hot topics and strategic marketing advice” (Press Release).

“The content we post on the Proforma SI blog is designed to provoke our clients into thinking more critically about their marketing strategies and tactics,” the client, Glenda McCarthy Gaspar, said in a press release. “The articles are focused on topics related to the promotional products industry as well as general marketing ideas and hopefully inspire our audience with creative ways to incorporate promotional products, apparel, into their business plans to drive their sales.”

In addition to this, through the use of promoted and organic social media, an increase of social media followers ranging from 73-110% was achieved YoY. The use of content and social media has helped to build the client’s profile as a leader in the industry, and she has gone on to receive various awards and recognition for the company’s management, growth, and profitability.

Sweet Words

  • Maya’s tenacity and commitment to the success of a plan is incredible. Running a successful company requires trusted, talented, authentic, passionate people, committed to doing whatever it takes to realize a vision. To find some of those traits in a person is common, to find them all is rare. Maya is that rare find. When it comes to marketing, it’s easy to get stuck in the weeds. Maya knew where to start and where to focus our time and resources so that we could execute a bold growth roadmap. She took the time to understand my company, our history, purpose, value, and values to craft the voice of our brands and create realistic marketing strategies. Above all else, I trust Maya deeply as a sounding board whose advice has never steered my wrong.

    Andrea
    Andrea President & CEO @ Shrader
  • Maya captures and develops a brand’s voice into strategic content, personalizing each approach for the brand itself, a key skill we look for at Horsefly. Her writing consistently hits the mark, making her an exceptionally reliable contributor. She is equal parts creative and methodical and manages her deliverables efficiently with the perspective of a seasoned account and project manager.

    Holly Davis
    Holly Davis Principal @ Horsefly Group
  • For a growing agency, it’s tough to find talented people who can reliably pinch hit and handle growing pains with equal amounts of grace and tenacity. Not having someone with strong skills can impact profitability and client happiness. Maya’s expertise in digital marketing is top notch and her strategy work is always exceptionally thoughtful and relevant. She is someone who puts her heart, gut, and mind into what she does, and is a pleasure to have on a team. She’s also an operations geek who thinks like a business owner and is able to effectively galvanize a team whenever she’s in a leadership role. Maya’s approach is invaluable. Maya is a trusted partner who not only puts up with our awful puns, but genuinely wins our hearts and confidence every time we work together.

    Kyle & Tom
    Kyle & Tom Co-Founders @ pb+j
  • Launching a basic e-commerce website is one thing. But launching an e-commerce site with intricate, customizable options is a task I wouldn’t trust just anyone with. Maya and her team brought my vision to life with an impeccable eye to the details of how I run my business. She understood exactly what I needed in helping me move from an Etsy shop to a fully integrated solution that my customers love. Maya thinks like an entrepreneur and makes things practical and uncomplicated while pouring tender loving care into her work.

    Sarah
    Sarah Owner @ Hansen Equestrian
  • Launching an established brand in a new geographic market has a whole set of challenges that not everyone can handle. Everything feels like it needs to get done all at once, but budgets are limited (and so is time). Working with someone who understands the need to prioritize is critical. Maya gave me confidence and ease because I knew she had my best interest in mind. Her genuine care and entrepreneurial spirit meant she treated the budgets like her own money, trying to be as economical and practical by prioritizing the “musts” over “nice to haves.” She kept me reined in with her calm, straight-forward style and I trust her advice completely. Having a consultant who can look at both the business side and the creative is a rare find.

    Gurpreet
    Gurpreet Principal @ Apalco Lifestyle Brands
  • As any business owner understands one must wear many hats. Marketing with all its components requires a high level of skill and consistency and we struggled to find the time and did not have the expertise to be effective. It can be overwhelming but working with Maya brought a sense of relief (and engagement with our content). There is a distinct difference between working with a writer and working with Maya. She felt as though she was truly part of our team and not an outside contractor. Her care to understand our business strategy and goals adds a valuable dimension that goes well above what a standard copywriter provides. Her genuine care and thoughtfulness make her a loyal, trusted collaborator I can count on.

    Glenda
    Glenda President @ Proforma SI
  • I had the pleasure of working with Maya on the Give a Latte Campaign in support of Autism Ontario. Maya spearheaded this extremely successful crowd-funding campaign utilizing her extensive strategic marketing skills and her social media prowess. Thanks to Maya’s project management skills, this campaign more than tripled its initial goal and will make a difference in the lives of adults living on the autism spectrum. I would highly recommend Maya for all things digital marketing! 

    Stephanie
    Stephanie Marketing @ Autism Ontario
  • Passion, creativity, care, and genuine excitement for her work are all ways I would describe the experience of working with Maya. She has demonstrated a genuine interest for our business. A prime example of this is her leadership in creating an "Inspiration Folder" for us to brainstorm ideas and keep up with industry trends. Dedicated to excellence, Maya has always fostered an open and honest dialogue and provided well thought out advice to help us reach our goals. Always thinking outside the box, Maya's creative ideas and approach are refreshing. 

    Jeff
    Jeff President @ Lorpon Labels
  • Major projects like websites and communications changes require a lot of patience and persistence. Maya was a great asset to me during a major website redesign and re-branding (and all that entails); her dedication to capturing detail and building working relationships was what moved project status. She genuinely cares to make a difference and work collaboratively, and all her advice and feedback is transparent and thoughtful.

    Sam
    Sam Vice President @ Jonas Software
  • Maya is a natural when it comes to providing her clients with valuable content that is tailored to their brand and crafted to provide the greatest results. Her attention to detail, poised personality and clear communication style makes her a true pleasure to work with. 

    Tania
    Tania Marketing & Communications @ Venus Concept
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