As printers of digital and flexographic adhesive labels, Reel Label Solutions offers a high level of customer support that sets it apart from the crowd. They wanted help putting across their message of a fast and responsive way of dealing with clients, as well as to promote the benefits of their impressive in-house digital label print and finishing equipment. Horizon’s content marketing offering was considered the best-value, most authentic approach to win new business and deepen relationships with existing customers.
After discussing core marketplaces – from craft brewers and independent cosmetics firms to national electronics specialists and pharmaceuticals manufacturers – Horizon spent time with the Reel team to discern the ins and outs of the benefits of a) their product offering and b) their way of working. This process often helps to clarify not only for Horizon which messages to distil, but also helps our customers take a fresh look at their own business. On that basis we were able to decide on core messages, core demographics for target audiences, and core methods of content creation and delivery.
To ensure that the marketing campaign had plenty to say (aside from simple promotional messages which would run out of steam fairly quickly), Horizon was tasked with creating a healthy content calendar for Reel Label Solutions. By generating content of genuine interest, we were able to engage customers far more than traditional advertising would allow – this means of marketing builds trust and brand confidence. Concentrating on blogs (with an infographic for good measure), Horizon wrote for each of Reel Labels’ wide range of potential customer types as well as reporting on company news and events, and celebrating successes with case studies. We adopted the content marketing cycle approach to ensure continuous development.
The most cost effective way to spread the word about your business is undoubtedly social media. In the case of Reel Label Solutions we determined that Twitter, Facebook and LinkedIn would be the primary platforms with Google + updated frequently also. Horizon took responsibility for writing all posts based on agreed messages and seasonal themes, keeping in regular contact with the customer to ensure tone and content was spot on. All direct customer enquiries were passed on to the Reel Label team. Results Over a six month period, Reel Labels’ average monthly social media stats sky-rocketed: LinkedIn – from virgin account: impressions to 3667, engagement to 88 Twitter – from virgin account: profile visits to 314, followers to 144, impressions to 5585 Facebook – from virgin account: likes to 164
SEO & PPC
One of the benefits of content marketing campaigns is that they tend to boost the performance of a website in search engines – more activity, more content, more keywords. Added to that we undertook direct on-page search engine optimisation (SEO) on Reel’s behalf, helping to boost the performance of important keywords such as ‘digital label printing’. In addition to our excellent organic performance, we boosted Reel Labels’ web presence with a highly-targeted, low-budget Google AdWords campaign, topping up search results and ensuring that the company was able to glean solid leads from search engines.