why every tpa website needs real-life client success stories · 5/26/2016 · 5/25/2016 1 why...

5/25/2016

1

Why Every TPA Website Needs Real-Life Client

Success Stories

SPBA Webinar SeriesMay 26, 2016

Presented by:

Presenter: Brenda L. TimmVP of Strategic Communication & Online Services

Co-Host: Cameron WengrzynMarketing & Event Coordinator, Mile Productions

Willems Marketing & Events

Why Every TPA Website Needs Real-Live Client Success Stories –

Purchase Research Begins

Online

• Online search is the #1 resource for research

• Approx. 90% use internet search to research companies

• 71% begin with generic (vs. branded)

Source: https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html

The B2B Marketplace is Changing


Content is King

• On average, B2B researchers do 12 searches prior to engaging on a specific brand’s site.

• Consumer engages with 11.4 pieces of content prior to making a purchase. (Forrester)

Sources: https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html

http://www.forbes.com/sites/danielnewman/2014/04/10/the-role-of-influence-in-the-new-buyers-journey/#135bc9972c4d

The B2B Marketplace is Changing

https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html

https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html

http://www.forbes.com/sites/danielnewman/2014/04/10/the-role-of-influence-in-the-new-buyers-journey/#135bc9972c4d

5/25/2016

2


People Relate to People

“92% of consumers trust recommendations from other

people—even if they don’t know them personally—over

promotional content that comes directly from brands.” (Nielsen)

Source: https://insightpool.com/top-20-word-of-mouth-marketing-stats/

The Value of Sharing Case Studies with Readers


Case Studies Serve as “Reviews”

“Online reviews impact 67.7% of respondents' purchasing

decisions. More than half of the respondents (54.7%) admitted

that online reviews are fairly, very, or absolutely an

important part of their decision-making process.”

Source: https://moz.com/blog/new-data-reveals-67-of-consumers-are-influenced-by-online-reviews



And…

“70% of consumers say they prefer getting to know a company via articles

rather than ads.”

Source: http://www.business2community.com/social-media/104-fascinating-social-media-marketing-statistics-2014-2015-

01084935#ya9RppzrAumheVhT.97


Did you read that great article about…

https://insightpool.com/top-20-word-of-mouth-marketing-stats/

https://moz.com/blog/new-data-reveals-67-of-consumers-are-influenced-by-online-reviews

http://www.business2community.com/social-media/104-fascinating-social-media-marketing-statistics-2014-2015-01084935#ya9RppzrAumheVhT.97

5/25/2016

3


For TPAs Specifically:

• Demonstrate experience in a certain market or industry, special niche, etc.

• Ability to show breadth of industries served



For the Self-Funded Industry:

• Illustrate real-world success of employers who use self-funding

• A tool to highlight top advantages of self-funding

• Dispel some of the myths of self-funding



Case Studies Tell a Story

“…Americans alone consume over 100,000 digital words every single day – but 92% say they want brands to tell

stories amongst all those words.”

“…statistics alone have a retention rate of 5-10%, but when coupled with

anecdotes, the retention rate rises to 65-70%.”

Sources: http://www.forbes.com/sites/steveolenski/2015/11/30/4-benefits-of-using-storytelling-in-marketing/#4f66612b276a

http://onlinetherapyinstitute.com/2015/02/18/storytelling-marketing-strategy/

Case Studies vs. Testimonials

http://www.forbes.com/sites/steveolenski/2015/11/30/4-benefits-of-using-storytelling-in-marketing/#4f66612b276a

http://onlinetherapyinstitute.com/2015/02/18/storytelling-marketing-strategy/

5/25/2016

4


Other Advantages of Case Studies

• Relatable – readers can identify with/see themselves in the story

• SEO* – more text on the page

*Search Engine Optimization

Case Studies vs. Testimonials


Selecting Clients, Stories to Feature

• Best if can reveal identity

• Vary situations/solutions

• Highly relatable…or…

• Solution highlights special service/expertise YOU bring to the table

Getting Started…


Getting Started…

Happy Clients are Your Source

• Thank-you letters

• Complimentary comments in emails

• Positive comments during conversation

• Existing testimonials

5/25/2016

5


Getting Started…

Turn Positive Feedback

into Testimonial


Content:

• Take reader from start to finish

• Less about your business, more about the company you helped

• Catchy headline

Writing and Incorporating Key Elements



Getting Organized

• If interviewing, prep Qs in advance, take thorough notes

• Outline main points before you start writing

5/25/2016

6


Format:

• Break visually into smaller chunks, easy to scan

• Format multiple case studies in consistent style



Format:

Balance detail with length

_______________

“The average attention span for the notoriously ill-focused goldfish is nine seconds, but according to a new study

from Microsoft Corp., people now generally lose concentration after eight

seconds, highlighting the effects of an increasingly digitalized lifestyle

on the brain.”

Source: http://time.com/3858309/attention-spans-goldfish/




The First Draft

http://time.com/3858309/attention-spans-goldfish/

5/25/2016

7


Case Study Content Can:

• Satisfy Google’s demand for fresh content

• Drive new/returning traffic

• Credibility booster to visitors

• Greater engagement

How Case Studies Can Improve Web Presence


Enhanced SEO*

Efforts

• Keywords in headline, copy

• Page-specific, keyword-rich meta tags

• Increased number of pages with potential to appear in search results

*Search Engine Optimization

SEO and Link-Building Opportunities


Additional Linking Opportunities

• Internal – pages within existing site content

• External – SMedia platforms, other relevant industry websites

SEO and Link-Building Opportunities

Case Study

5/25/2016

8


The Final Draft

• Keywords• Quotes



Start with Your Website

• Unique, individual page

• Optimize with tags

The Basics of Story Distribution


Re-Purpose on Multiple Channels

• Not “Field of Dreams”…

• Online and offline marketing channels

• Social media

• Sales collateral

• Event presentations/handouts

• eMail, eNewsletters

• Direct mail

• Included in whitepapers


5/25/2016

9


A Few Important Reminders

• Avoid Duplicate Content:Vary text used in teasers, SMedia posts, other online references/links to Case Studies

• Links to PDFs are OK, but don’t get same SEO value as on-page content

• Ensure you have written permission from client

• Google rewards RELEVANT placement, links



Additional Distribution Point

• Exposure for your company name, content

• Another place Google can potentially find your content to display in search results

• Relevant links/potential traffic back to your website

SPBA Members Special Opportunity


Time for Your Questions…

why every tpa website needs real-life client success stories · 5/26/2016 · 5/25/2016 1 why...

Documents