Social media and inbound marketing for intralogistics
Task
Kyowa approached us shortly before the coronavirus pandemic with the aim of finding new ways to generate leads. Kyowa wanted to raise awareness of its Pulseroller brand in the B2B market and therefore wanted to become more active on the LinkedIn social media channel. We started with a fresh company profile and with the help of inbound marketing measures, the determination of the buyer persona and their customer journey, we developed an effective content strategy. We are delighted to be able to support a project like this from the very beginning.
Kyowa Europe GmbH
Kyowa Europe GmbH, Leichlingen, is the European headquarters of the globally active Kyowa Manufacturing Co, Ltd, Japan. Components for the intralogistics industry are manufactured under the Pulseroller brand. The manufacturing focus is on the design and construction of control units and gearboxes for motorized rollers in conveyor technology.
Services
Social Media
- Linkedin marketing
- Strategy development
- Keyword research
- Content creation
- Profile maintenance
- Social media monitoring
- Monthly reporting
- Quarterly analysis
Online Marketing
- Buyer persona development
- Customer journey development
- Inbound/online marketing
- Lead generation
Lead generation with LinkedIn marketing in B2B
Workshop: Buyer Persona
Development of the buyer persona and the customer journey in a workshop in order to develop targeted content for the social media channel.
Based on this information, we created a content plan with text and brand-specific graphics.
Building LinkedIn profiles
Development and creation of a new company profile for the Pulseroller brand and optimization of the personal profile of the managing director.
“Customer acquisition with social media was new territory for our company, but we wanted to build up our B2B channel LinkedIn and use it to acquire new customers and increase brand awareness.
Strategy development, systematic content creation and profile maintenance by vierviertel, both for the company and for my personal profile, have brought us a significant step forward in this sector over the past year.
In vierviertel, we have found a marketing partner who will provide us with competent support during our growth phase.”
Georg Malina
Managing Director Kyowa GmbH
LinkedIn Postings
Based on the corporate design, a design concept for product postings was developed.
Reporting
To make the successes visible, we set up monthly reporting with corresponding inbound marketing KPIs. This allowed us to measure the figures and derive recommendations for action.
In a 90-day cycle, we managed the profiles according to the inbound methodology – Plan| Build | Measure | Learn.
- October 2020 30%
- November 2020 45%
- December 2020 50%
- January 2021 65%
- February 2021 80%
- March 2021 90%
Animated film for motor drive controllers
ConveyLinx-Ai2 is an advanced, high-end networked motor drive controller that offers many innovative features for zero pressure accumulation (ZPA) or any low-voltage brushless DC motor application.
The special USP of this drive controller is that there is a version for both round cable and flat cable, so that customers can easily customize it.
The particular challenge was to make this individual adaptation clear and to demonstrate both installation options.
Based on the technical drawings, we created a precise animation of the product.
The design of the film was of course adapted to Kyowa’s corporate design.
Christoph Weimann
Inbound Marketing, Strategy and Consulting