Founded in 1983, Leesburg Concrete Company is a precast concrete manufacturer that prides itself on high quality precast concrete products. Its offerings include architectural precast cladding, ramps, steps and decks, precast concrete classrooms, restrooms and other precast concrete buildings and metal fabricated products—all designed for commercial use with federal, industrial, educational and municipal clients.
Through early 2019, much of Leesburg’s marketing efforts focused on ads in trade publications, a membership to an industry listing service and referrals based on their reputation for quality.
Industry and business shifts prompted Leesburg to reevaluate their marketing strategy
With a sales cycle that can extend up to three years, Leesburg needed a cost-effective, strategic plan to stay engaged with potential customers. In a state where strong storms are common and lockdown scenarios are at the front of people’s minds, having durable buildings that are weather and bullet resistant is a draw for many school districts. Leesburg wanted to focus on a strategy for marketing to these school districts, driving awareness around precast concrete classroom buildings as an alternative to the traditional portable trailers.
The Content Marketing Toolkit - a B2B inbound marketing strategy
Craft Impact conducted interviews with Leesburg employees and clients, and took a deep dive into keyword analysis, competitor research, product use case and value proposition.
This background allowed Craft Impact to develop a unique Content Marketing Toolkit for Leesburg, which applied situational context to our proven inbound marketing processes. The strategy lays out a 90-day strategy, focused on two very specific types of individual buyer personas and ideal company buyer profiles, to attract more website visitors, arm the company’s sales team with more qualified leads, and engage those leads over a long sales cycle.
We realize that’s a mouthful! Let’s dive into the three core sections of the Content Marketing Toolkit.
Craft Impact developed marketing campaigns with targeted blog topics designed to answer common buyer questions identified through interviews and research. The blog posts are intended to attract website visitors and provide them with the information they crave during each stage of their buyer journey.
Note: A buyer’s journey maps the stages a prospect goes through when they make a decision on what product to specify and what company they want to work with.
By providing relevant, helpful website content, the main goal of the Content Marketing Toolkit is to generate inbound leads that the sales team can contact. Craft Impact recommended downloadable material and offers to accompany the blog articles. Each of these offers is packed with educational, relevant information that builds upon the blog article topics.
For example, as you’re reading on Leesburg’s website about various classroom construction solutions, there will be a downloadable guide entitled, “Classroom Options: The Ultimate Guide to Durability, Security, Cost, and Beautification”. The Ultimate Guide PDF will be easily downloaded and emailed to the visitor once they submit their first name, last name and email address. At this point, Leesburg can continue targeted marketing efforts to this prospect via automated lead nurturing.
For leads that download information but aren’t yet ready to specify a product or buy outright, a lead nurturing strategy was developed. With the long sales cycle, this stage of B2B inbound marketing is crucial. Depending on the offer that was selected, leads will be enrolled in email campaigns, spread out over several weeks to several months, that send helpful and relevant information. This content marketing automation keeps Leesburg top of mind and moves the prospect further along the sales funnel, all without manual reminders or the potential for follow ups to slip through the cracks.
Partnering with Craft Impact, Leesburg has added strategic direction to their marketing efforts. Currently in process, the Content Marketing Toolkit is positioning Leesburg to grow their sales.
Markers of success include: