@WSP Digital Marketing Case Studies

B2B Manufacturing Company Finds Success with LinkedIn

by Christine Doan, Associate Paid Search and Social Analyst

The Challenge
Many placements and platforms offer broad targeting options instead of the narrow, specialized targeting most B2B companies need to find qualified leads.  For our manufacturing client with an innovative and highly specialized product new to the market, getting in front of a qualified person was even more crucial.

The challenge was to identify the ideal prospect as well as the distinct characteristics of that prospect. Once we had this defined, we would select the appropriate platform for promoting to that prospective audience and create captivating content to engage them.

For more, read the entire article.

Amazon Case Study

John Deming from @Website Publicity and Rob Ouellette from Vermont Smoke and Cure teamed up to coauthor a white paper titled, “Guide to Selling on Amazon.” This is an introductory guide to selling products on Amazon. This 11-page document is a good starting point for companies who are in the early stages of selling their products on Amazon. It is based on a collection of research by and experience of the two authors who are both passionate digital marketers.

To read the white paper, check it out on LinkedIn.

Bates Communications Case Study

Flexible, Powerful PPC for B2B.

Many think that pay-per-click (PPC) digital advertising is mostly for businesses trying to reach the consumer market. However, the strategies and tactics of PPC can be effectively applied to serve B2B marketers, too. This is certainly the case for client Bates Communications.

Bates Communications is a national consulting firm specializing in leadership communication skills and strategy. Founder and CEO Suzanne Bates is a former television anchor, a writer, speaker, and author of Speak Like a CEO, Motivate Like a CEO and the just released book Discover Your CEO Brand.

For more, read the entire case study.

American Cancer Society Case Study

Tender Loving Care Cancer Products—Selling More. Helping More.

TLC Tender Loving Care is a not-for-profit website and catalog of the American Cancer Society. Its mission is to help women cope during and after cancer treatments by providing wigs and other hair loss products (plus how-to information).

We began working with Lana Rosenfeld, executive director of TLC, several years ago when TLC was one of our pro bono SEO projects. The organization’s online advertising has grown into multiple, successful campaigns that are ongoing, including PPC in Search, Social and Mobile. As the campaign has matured over the years, aggressive testing and ongoing optimization still keep it gaining ground. Year after year as of July 31, 2011, PPC spending increased by 6% while revenues increased by 23%.

For more, read the entire case study.

Yankee Candle Facebook Case Study

An Innovative Facebook Survey.

Facebook is unprecedented as a way to communicate and put your brand in front of millions of people. Yankee Candle wanted to know more about its Facebook fans; were they among their best customers?

Situation: Yankee Candle wanted to test Facebook to see if, and how well, its Facebook fans represented its 12-month customer base. It wanted to partner with @Website Publicity to create a targeted series of expertly-crafted questions. In obtaining the resulting data, Yankee Candle hoped it would provide guidance as to how much effort brand marketers should put into the Facebook channel.

For more, read the entire case study.

Durango & Silverton Narrow Gauge Railroad Case Study

Paid Search can be a powerful marketing tool.

The Durango & Silverton Narrow Gauge Railroad is a colorful, exciting part of our nation’s history. It has been in continuous operation for 128 years, carrying passengers behind vintage steam locomotives and rolling stock indigenous to the line. People come from all over the world to relive the sights and sounds of yesteryear on board the Durango & Silverton Narrow Gauge Railroad.

For the past three years, the company has been working with WSP to make sure that potential visitors can easily learn about this historic destination through a successful and growing Paid Search program. What started out as an experiment in brand new media for Durango has turned into a core component of its comprehensive marketing strategy.

For more, read the entire case study.