This case study is short preview highlighting a heavy construction equipment distributor and the hurdles they overcame to make their marketing strategy work. For a more detailed account click here.
Part 1: Investment in Marketing
Like most small businesses in the modern era, this company recognized the need for an investment in online marketing and a well thought out strategy.
Software Investments
CRM Software
Email Automation Software
Analytics Reporting
Strategic Investments
Marketing Consultation
Association Membership
Updated Website
Content Investments
Freelance Graphic Design
Professional SEO Writers
Their marketing budget nearly doubled but they hired good support and had a strategic plan in place. The expectation was that the insights online marketing is capable of discerning and the audience it’s capable of reaching would keep the business moving in the right direction for years to come.
Do you agree with how this company allocated their budget?
Read a detailed breakdown of how this company used a strategic question-based content strategy to save a $100,000 investment.
Part 2: The Small Business “Roadblocks” to Success
They quickly learned that even with a well thought out marketing plan, there are unavoidable hurdles that small businesses inevitably run into.
Meaningless Data
Small sample sizes
Ill-defined KPIs
No impact on business
CRM Admin Time
Hours cleaning up CRM data
Segmentation not useful
Costly support service
Weak Content
Unmanageable schedule
Lacking thought leadership
Requires huge time commitment
Tradeshow Costs
Return on investment
True value of lead generation
Unremarkable offers
Small businesses once again have an uphill battle to climb when it comes to competing with big business, analyzing data in a small sample size and keeping up with content creation are two of the first problems small businesses need to solve to succeed in online and event marketing.
What are the Small Business Roadblocks to Success?
Read a detailed breakdown of how this company used a strategic question-based content strategy to overcome the classic marketing problems small businesses inevitably face.
Part 3: Quest Solutions
Quest content marketing was created specifically to solve the most common hurdles small businesses run into when investing in online marketing. The strategic inclusion of question-based content can even the playing field for any business.
| Problem | Solution |
| Small Sample Sizes? | Explicit Engagement |
| Ill-defined KPIs | Goal-oriented KPI for every piece of content |
| Insights without action | Business development-oriented marketing goals |
| Hours of admin time? | Self-segmenting content |
| Useless segments? | Interest-based, habit-based, and general segmentation |
| Filler content? | “Effective content” philosophy |
| Inexperienced creators? | Thought leadership and industry authority |
| Underestimated time commitment? | Templated and reusable content formats |
| Ignorable offers? | Psychologically compelling CTAs |
| No return on investment? | Improved results of every marketing medium with affordable content |
How Did Quest's "Effective" and "Self-segmenting" Content Work?
Read a detailed breakdown of how this company used strategic, self segmenting, effective question-based content to save a $100,000 investment.