Customers are actively looking for solutions just like yours. The question is, are your products and services easy to find where it matters most? Do your messages connect and inspire action in a meaningful way?
Catterpiller consultants specialize in understanding your customer’s journey from awareness to consideration to purchase. We can help you develop an online marketing strategy that helps create easy to find, engaging experiences that inspire action – from joining your social network community to buying your product to referring your brand to peers and social networks.
Let’s face it, today’s online market place is more competitive than ever. You need a digital marketing partner that not only understands the customer journey but how to develop an online marketing strategy that helps your brand become known as “the best answer” wherever prospects and customers may be looking: search, social media, industry media or email.
As a one-stop agency digital marketing agency, you can count on Catterpillar for specialized marketing consulting services that include:
Your online content impacts the way your prospects and customers find, think, and feel about your brand. Creative, innovative content combined with Search Engine Optimization and Social Media best practices is a killer combination that makes your business easy to find and attracts, then engages your target audience. Our Content Marketing service puts your brand in front of prospects, then convinces them to take your desired action by catering to their needs and solving their pain points through highly targeted, creative, top quality digital content.
Search Engine Optimization
Smart companies seeking that elusive competitive advantage online see the greatest successes with a strategy that employs optimization best practices. SEO Plus takes into consideration search engines, social network and online news media preferences while catering to your customers’ needs. Increase your online visibility and put your brand in front of the right audience, on the right channel, at the right point in their purchasing journey with our SEO services.
Social Media Marketing
Understanding your audience is key to your brand’s success in social media. The B2B and B2C buying journey, from discovery to conversion, may extend over weeks or months of information gathering, consumption and for the good stuff, sharing. Put our pioneering combination of traditional marketing, search marketing and social media to work for your brand, to improve direct website traffic, brand buzz and search engine rankings.
If you’re looking to add email marketing to part of your integrated online marketing program, our team of results-driven professionals can work with you to deliver a customer-centric program geared at converting and retaining customers. We’ve honed our email marketing process to create a results-driven approach to messaging, Call To Action (CTA), lead capture and conversion metrics.
Catterpillar's unique approach to influencer marketing can help you reach your target audience by building relationships with influencers who already have industry authority and credibility.
Online advertising allows brands to reach out beyond their existing networks, to tap into new, highly targeted audiences via search, social or display ads. We ensure companies get the best ROI in social advertising through strategic planning, top quality ad creative, and ongoing campaign measurement and optimization.
Understanding the path from discovery to conversion of your customers is key in determining what changes you can make to convert more customers. Our data-driven approach will help us determine which metrics are most important and what actions we can take to help you convert more customers. Additionally, in order to measure your marketing activities against overarching business goals you must analyze the wealth of data at your fingertips. This data will help you identify successes or inefficiencies, as well as drive future content and planning for website improvements.
Catterpiller provides an integrated mix of internal marketing services and solutions based on what it will to Attract, Engage and Convert your fans and community to customers.
Content Marketing Services
Why Do You Need Content Marketing?
Buyers are self-directed and content can help satisfy their quest for answers and enable you to direct them to solutions for their business problems. The team at Catterpillar are experts in helping businesses like yours determine how to take your audience from prospects to buyers.
How Can Content Marketing Services Help You Get More Customers?
Content marketing creates signals across the web that build credibility and authority with your audience. In addition to the many Search Engine Optimization benefits of content marketing, it can be used as a means to connect on a level with your customers that other digital marketing can’t.
What is Your Content Marketing Maturity Level?
It doesn’t matter if you’re new to content marketing, have an in-house team or have worked with content marketing agencies in the past, every company is at a different stage in their content marketing maturity.
Understanding where you fit into the content marketing maturity model will help you understand how to align your strategy to be more effective – for customers and for your business.
How Can Catterpillar Help You?
A cohesive content marketing strategy is essential for success. Without it, you’re throwing tactics against the wall and seeing what sticks. We can work with you to determine the best approach to content marketing for your business by helping you implement the following:
Content Marketing Audit
Audits should be part of a quarterly or annual process for continuous program improvement. Catterpillar implements a three part framework: Discovery, assessment and recommendations to provide brands with a complete look at their content marketing efforts and find areas for improvement.
Content Marketing Strategy
An essential component to any marketing mix, a content marketing strategy should be developed based on business objectives and audience targeting. Catterpillar’s approach is focused on deploying integrated content tactics to create a meaningful and engaging experience for B2B and B2C audiences alike.
Content Marketing Planning
Once a content marketing strategy has been developed, it is key to document a content plan that takes into account audience needs, keyword targets and topics that your
brand would like to be the “best answer” for. Catterpillar is focused on developing cohesive (yet agile) content plans and roadmaps to serve the needs of your target audience.
Content Marketing Creation & Implementation
Knowing that you need to create a quantity of quality content and having the resources in-house to execute in a meaningful way are often two different things. The experts at Catterpillar partner with your team to develop high-quality content to attract, engage and convert your audience.
Sometimes it can be difficult to understand why your content is or isn’t performing. But the key to developing successful content is knowing why. Catterpillar takes a very data driven approach to content performance which enables us to uncover potential opportunities for improving content performance to improve readability, rankings and customer experience.
WHAT MAKES US UNIQUE
Search engines have evolved drastically in the past few years. And the changes just keep coming. Algorithms are no longer fooled by keyword-stuffed, thin content. Top ranking content has to be the best answer for the search query. It’s not about tricking a search engine into promoting your content. It’s about earning the right to be seen.
Our data-driven approach helps search engines find and rank your content. Then the quality of the content drives user signals — visits, time on page, low bounce rates — that move the content up in the rankings.
A successful SEO campaign requires strategic management of on and off-page optimization. Our team handles all the moving parts of your campaign in a comprehensive, personalized way.
Organic Search Consulting
What keywords are your competitors ranking for? What are they missing that your content can provide? We’ll help you develop a plan to outrank the competition and attract targeted prospects.
Good content is good SEO. Our SEO-optimized content delivers value to the reader, while sending signals to search engines, too.
A successful SEO strategy is made up of many parts. It requires an integrated approach that merges content marketing, social media, conversion rate optimization, influencer marketing and more. This approach helps create optimized, socialized, publicized, amplified and influencer activated content that will connect with your customers wherever they are searching.
Increasing visibility or awareness are a good start, but they’re not the end goal for SEO. Getting the right content in front of the right people should lead to more relevant traffic, increased leads, conversions, and more sales. Simply put, SEO should ultimately drive business goals. Our approach — refined through hundreds of hours of client work — is designed to impact your bottom line.
Organic Search Consulting
Catterpillar takes a hands-on approach to training clients on up-to-the-minute SEO best practices and trends. That way, we can make sure our team and yours are integrated and aligned on your business’ top priorities.
Our technical and content-driven Search Engine Optimization expertise enables our team to make best-in-class recommendations for improving the overall health of a company’s online presence. Our consulting solutions are a fit for organizations that range from Fortune 100 with a large in-house marketing department, to mid-size with a small team looking to learn more.
What does modern SEO content look like? It’s a far cry from the old robotic, keyword-stuffed content that used to flood the internet. Content has to meet the needs of customers and search engines alike to reach the top of the rankings.
We integrate content and SEO throughout content creation, from initial planning through amplification and measurement. We create best-answer content that meets a measurable, proven search need. That makes our content stand out to humans and robots.
The best way to earn links is to create link-worthy content. We create optimized content that people, sites, and influencers will want to link to.
Is your website optimized for performance? How’s your user experience? Both can drastically affect your ranking. We analyze your web presence to find opportunities to level up.
Relaunching your company’s website is exciting. But it’s easy to lose organic traffic in the move. We make sure your relaunch has the critical SEO factors it needs to keep your target audience coming back.
The number of sites that link to your content used to be a strong ranking signal. But today it’s more about quality than quantity. Traditional link building has become a great deal of effort for very limited returns.
Instead, we focus on link earning. We create must-read, influencer activated content that people want to link to. We also monitor what sites are linking to your content to ensure they’re high-quality, reputable sources. That way, we can disavow shady backlinks that actually undermine your search engine credibility.
The first step to implementing a successful SEO marketing strategy is understanding where you are today. Our SEO Audit is a thorough analysis of your current digital marketing strategy. We highlight immediate opportunities to improve and help develop a long-term strategy to dramatically boost performance.
Website migration can put your search engine rankings at risk. Broken links, bad redirects, performance issues and more can lower rankings and cause a drop in organic traffic. We make sure that the technical aspects of your new site are properly configured to preserve your existing audience. Then we can help optimize your site’s information architecture, tags, and metadata to help a new audience find your new home.
Social Media Marketing Services
The experimentation era in social media marketing is long over. Social media has proven to be a viable and potentially lucrative marketing channel for B2B and B2C companies of all sizes, across the globe. As more and more companies jump on the social media bandwagon, it is more important now than ever that you provide value, not add to the clutter already on the social web. The reigning champions of social media are the brands that listen to their community, and deliver worthwhile information based on what they hear.
At TopRank® Marketing, we understand that your company’s success in social media requires a deep understanding of your customers’ needs and their journey throughout all stages of the buying cycle. We specialize in crafting targeted, high quality content that serves to attract, engage and even convert customers as they factor their social relationships into their purchasing decisions. Many agencies and companies offer social media marketing, yet we are one of the few with experience and proven results to consistently reach goals in branding, social PR, and even lead generation using social.
A successful social media strategy ties outcomes to overarching business goals and connects you with the right prospects and customers on the proper platforms. It engages your loyal fans, friends, and followers through a combination of organic and paid media.
Our social media marketing experience at Catterpillar spans all of the major social networks and a variety of niche sites, including Google+, Facebook, Twitter, LinkedIn, Pinterest, Instagram, SlideShare, YouTube and more.
Catterpillar’s Social Media Marketing Services
Social Media Strategy
A social media strategy is your brand’s roadmap for building awareness and engagement on social media channels. While we customize the approach for each customer, a social media strategy should include an audit of existing social media profiles, goals and objectives, audience targets, approach and implementation recommendations. The approach should be guided by the needs of your customers to ensure social media marketing success.
Listening is a huge component of strategy and understanding goals and objectives acts as a starting point. Catterpillar partners with brands to make recommendations for improving a brand’s social media visibility, reach and engagement with specific targeted audiences.
Social Listening & Real-Time Monitoring Services
Social listening and real-time monitoring work hand-in-hand to help brands better understand the quantity, quality and sentiment of mentions online.
Integrating social listening and real-time monitoring into a social media strategy will help you get more in-tune with your audience, based on what they’re already saying. By monitoring constantly, you can identify what’s working, quick wins for improving your approach and potentially harmful online chatter that can be addressed immediately.
Community Management Services
Simply increasing the number of page likes for your brand does not equal social media marketing success. Our community management services work to nurture your audience to make it stronger, larger and more engaged.
Catterpillar partners with you and becomes your brand ambassador to advocate across the social channels that best fits your audience and business goals. Our approach is developed from listening to your audience and helping you to develop a plan that better hones in on their specific needs.
Social Contest Development & Deployment
Social media contests engage audiences and elicit participation. Whether social media contests are stand-alone or a part of your larger content marketing strategy, they are a great way to encourage user generated content (UGC) for your brand.
Many B2B brands believe that social contests only work for their B2C counterparts. However, there is equal opportunity to better engage a B2B social media audience with a well formulated contest.
Campaign Amplification Services
An essential but commonly overlooked element of creating a successful digital marketing campaign is the amplification of the content. Because why does it matter how good your content is if no one sees it?
Catterpillar approaches social media campaigns with an integrated mix of digital marketing tactics to best fit the brand’s and audience’s needs. Our approach to social media specific campaign amplification includes strategy and content for brand amplification, employee amplification, influencer amplification and paid social media to provide ample opportunities for your target audience to engage with your campaign content.
Content Development & Distribution
Social media content must be relevant and valuable to make a lasting impression on your target audience. The way that a brand distributes that content is also crucial to reaching the right audiences in the right places.
Just as with any other content marketing strategy, it’s important that content created for social media platforms is tailored to meet the needs of those specific audiences. Our expertise allows us to make suggestions based on new trends, years of experience and research and a deep understanding of the brand’s goals and objectives.
Social Media Measurement & Optimization
Social media marketing metrics act as the proof of performance. Without measurement, it would be nearly impossible to understand what’s working, what’s not and how to optimize the approach to garner better results.
Our social media experts understand the metrics and are able to easily communicate results. Using that data to determine what worked and where opportunities lie, Catterpillar then makes suggestions to improve for the future.
Social Media Marketing Case Studies
If you’d like to see Catterpillar’s social media marketing work in action, take a look at one of the case studies below to see how we have successfully partnered with brands to successfully achieve business goals and produce results:
The Social Media Recipe: How We Helped One Client Exceed Follower Goals by 91%
Social Media Contest Boosts HVAC Company’s Website Traffic by 166%
You Have a Goal, We’ll Help Reach It
Looking to take your Social Media Marketing game to the next level? Catterpillar is here for you.
Influencer Marketing Services
What is Influencer Marketing?
At its core, influencer marketing is about brands engaging and developing relationships with individuals that have relevant topical reach and resonance amongst a community that aligns with goals of the brand.
Beyond media and industry celebrities, influencers can range from popular book authors/keynote speakers to niche industry experts. Influencers can also include current customers, employees and members of the media.
As our CEO, Lee Odden likes to say, “Everyone is influential about something.”
The key to ROI for brand and influencer relationships is content. When a company works with credible influencers to co-create content, the authority and credibility the influencer has built with their audience becomes available to the brand through the collaboration. Integrating influencers with content beyond marketing can include public relations, public affairs, analyst relations, customer service, talent acquisition and corporate communications. Virtually any kind of public marketing content that a brand creates can include relevant influencers.
Why Are Influencers Effective for Content Marketing?
As consumers become increasingly numb to formal marketing messages and advertising, their trust in information from peers, social network connections and industry experts has increased. That leaves some popular advertising formats out in the cold and the brands that rely solely on paid media for amplification even colder.
By collaborating with influencers on content to achieve mutually beneficial goals, brands can achieve multiple business objectives including:
Create valuable relationships with influencers to advocate for the brand
Reach new communities of buyers and even more niche influencers
Create more, high quality content for marketing through influencer partnerships
Increase brand thought leadership through connections to industry influencers
Influencer Content Marketing Services & Solutions
Adding influencer marketing to your digital strategy can be an incredibly effective way to build credibility and increase engagement, if done correctly. We can work with you to determine the best approach to influencer marketing for your business by helping you plan and execute a variety of different programs including:
Integrated Influencer Marketing Strategy
Content Development with Leading Industry Influencers
Influencer Identification, Recruiting & Outreach
Full Influencer Marketing Program Implementation
Influencer Content Amplification
Examples of Our Influencer Marketing Success
How to Engage Influencers to Create & Promote Evergreen Content
Using Co-Created Influencer Content to Increase Awareness & Drive Conference Registration
Content Marketing in Wonderland – Influencer Driven Content Marketing eBook Series
If your company would like to know more about how working with industry influencers can help grow brand thought leadership while creating more high quality content for marketing, contact us today.
Digital Advertising Services
Why Do You Need Digital Advertising?
Put simply, to gain immediate visibility and results. Online advertising and paid search can help you reach beyond your existing network and tap into new, highly targeted audience via search, display and social advertising.
How Can Paid Media Help You Get More Customers?
Ideally, digital advertising will reach the audience you didn’t even know you had. Whether you’re promoting content, building your pipeline or working towards a sales goal, paid media extends your reach and engages the customers you want.
Paid media leverages big data to deliver specific messages to a specific audience for a customized, personalized approach for more leads and sales.
How Can Catterpillar Help You?
Our paid search and digital advertising team has experience managing over $60 million in annual paid media spend and 25 million keywords annually. We are a Google AdWords certified agency partner, and have Bing Ads accreditation.
A cohesive, Search Engine Marketing strategy that integrates with your content marketing, social media and SEO strategy is essential for success. We can work with you to determine the best approach for reaching your marketing goals while aligning with your overall marketing strategy.
Our team will work with you to determine the best approach to digital advertising for your business by helping you create a strategy for and implementing the following:
Digital Advertising and Paid Search Capabilities
Digital Advertising Placement Opportunities
Bing and Yahoo! Networks
Site Specific Sponsorships
Paid Search Program Components
PPC Consulting & Assessments
SEM Competitive Analysis
Paid Campaign Build-Outs
Ad Creative Optimization
Landing Page Optimization
Ad Copy Testing
Keyword Expansion for Paid Terms
Conversion Rate Optimization Services
Driving qualified traffic to your website, blog or other owned digital media properties is one of your core marketing objectives. After all, the more traffic your sites receive the more awareness you garner and the more potential revenue your organization stands to make.
But while driving website traffic is essential, your ultimate goal is converting as many visitors as possible. Conversions — micro or macro — are what lead to sales and more revenue. And that’s where conversion rate optimization (CRO) services from Catterpillar can lend a helping hand.
Our CRO tactics help us understand your audience by analyzing how they interact with your website, so we can make recommendations that allow you to anticipate visitors’ needs and optimize their on-site experience.
The bottom line? CRO is all about enhancing the user experience for those you’ve already enticed to come to your website, making the journey to conversion more natural and seamless.
Our Approach to CRO
With the help of several tools and the creation of different testing environments, our CRO experts analyze your website audience through both qualitative and quantitative lenses. In addition, we make an effort to understand your entire digital marketing mix to ensure the recommendations we provide have a more meaningful impact.
In the end, we’ll provide or help you implement tailored recommendations for increasing:
Macro-conversions (i.e. direct sales or contacts)
Micro-conversions (i.e. email signups or products added to a cart)
Engagement metrics (i.e. average time on page and scroll depth)
Website usability on desktop and mobile layouts
How Conversion Rate Optimization Works
Catterpillar’s team of experts looks at multiple factors to create the best experience for your audience. To do so, we leverage data and several different tactics including:
Split URL testing
Landing page optimization
Heat mapping and click tracking
Contact Catterpillar for CRO Services
We’re ready to help you increase conversions, generate more qualified traffic and boost marketing ROI so you can achieve greater revenue and profits.
Contact us today to learn more about our conversion rate optimization services.
SmartCharts – For B2B Marketers Who Love to Measure
Most digital marketing campaigns which leverage multiple channels, assets and mediums experience a struggle in attaining a holistic view of campaign performance.
And those that are able to successfully attain this data, which is so critical to demonstrating results and developing informed future programs, are wasting significant time and energy crunching the numbers manually via multiple tools.
SmartCharts changes all of this!
SmartCharts illustrates how content actively facilitates the client journey and ultimately assists bottom of funnel conversion.
As most marketers know the “last touch” conversion model misses huge insight into the customer journey. It also leaves on the table the opportunity to demonstrate the true value of the broader mix. SmartCharts gives clear insight into assisted conversions.
SmartCharts integrates with a wide variety of data types and sources such as:
Web Traffic Tools – GA, Adobe Site Catalyst
Databases – SQL, Amazon, Oracle, Azure
Big Data Sources – HANA, Google BigQuery
Social API’s – LinkedIn, Twitter, Facebook, YouTube, Instagram
Paid Search – Google AdWords, Bing
CRM’s – Salesforce
Marketing Automation – Pardot
Cloud File Storage – Box, Drive, FTP, JSON
For a complete list of available, or customer, integrations please contact TopRank.
"We don’t even use GA anymore. We only access SmartCharts from TopRank"
SmartCharts allows granular trending data to be conveyed visually in a single dashboard accessible anytime from any device with a web browser.
SmartCharts maps multiple data sources together and allows for interactive filtering which enables on the fly drill down into campaign performance by multiple attributes including device type, geo data, content platforms, mediums, topics and more.
Imagine having a true understanding of:
Which topical themes resonate the best with your audiences
How social activity correlates to Website conversions
How many marketing qualified leads close as a result of channel penetration
Unencrypted search data can also be provided, rendering irrelevant the dreaded “Not Provided”.
SmartCharts is critical to effectively optimizing your digital mix.
ou have the most robust digital marketing tool with SmartCharts!