Project - Smart Component Technologies
SCT is a company based in Cambridge that offers smart sensor solutions for industries like rail, mining, and oil & gas. They aim to reduce costs and prevent catastrophic failures to save lives.
As a startup, they needed a strategy to establish industry authority, increase website traffic, and generate inquiries.
Our team, consisting of an Account Manager (myself) and a copywriter, focused on using LinkedIn to connect with SCT's audience. We created content addressing customer pain points with the company's unique selling proposition.
​My responsibilities in the project:
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account management, establishing initial objectives, being the main contact point;
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developing a strategy and a tactical plan according to the objectives and budget;
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briefing content team and managing content creation;
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content approval and publishing;
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performance reporting.
LinkedIn & Content Creation
In a competitive market niche, SCT sought to stand out in their marketing efforts. They aimed to go beyond simply repeating sales presentations. The best budget-friendly strategy for long-term results was to consistently captivate audiences with compelling messages on the company's LinkedIn profile and website. This would help enhance brand awareness and generate leads in the long term effectively.
The Challenge: Working with SCT presented us with two major challenges. Firstly, the limited budget restricted our marketing activities on the account. Secondly, SCT's team had numerous restrictions on the topics we could discuss. As a startup in a niche market, they were cautious about revealing details on their technology, partners, markets, and team members. Additionally, the information provided by the Client was highly technical, focusing more on product features than addressing customer needs.
Our Solution: Operating on a modest budget, our strategy at SCT involved creating a small number but regular LinkedIn posts. These posts consisted of content appealing to various target sectors, blending SCT news, opinions, and industry insights.​
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​To overcome topic limitations and to make content more engaging, we introduced a series of interviews with the CEO Nick Koiza. This helped us generate more content ideas and add a human touch, covering a range of topics from business challenges to personal insights. ​
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Additionally, research topics and interviews were central to our thought-leading blog posts, which outlined how SCT's solutions address maintenance engineers' and business leaders' pain points.
Client's Result: The combination of creative, lateral thinking has opened up new content avenues for SCT’s expertise. Content views have increased by 2000 impressions, with engagements rising from 2.2% to 6.1%, surpassing the industry average of 2-3.5%. The blog and ‘Insights from the CEO’ LinkedIn series have consistently performed well, achieving over a 17% engagement rate.
“Resonates have helped to secure SCT’s marketable identity and make sure we can get the word out subtly, without shouting about it. They understand our style and clearly articulate our values. The team has done a fantastic job positioning our technology to our target industries and channels.”
Vanessa Reed, Head of Operations and Finance, Smart Component Technologies