Jim Palmer’s Detroit-based manufacturing company, Palmer Promotional Products, has survived a difficult economy thanks to innovation, high quality custom craftsmanship and good old-fashioned hard work. Yet, Jim’s challenges have not been unique. Two years ago the 52-year-old CEO recognized he needed to figure out more cost-effective and powerful marketing solutions to reach customers if he wanted to grow his business.
The days of trade shows and flying around the country to meet with marginally qualified prospects had become time-consuming, expensive and increasingly ineffective marketing methods. His prospects were turning to search engines as they researched products and services, and yet Palmer struggled to leverage this space.
“Before working with StoryTeller, Palmer wasn’t even listed or featured in Google,” said Jim Palmer. “And we all know Google is the gold standard for search”
Over the course of a 12-month period, StoryTeller began to work with Jim and his team to build a blog, rich with written and video content that informed and helped his prospects find answers to their problems. Instead of sales propaganda, the blog focused on helpful and useful information, which elevated the company in organic search.
Once website visitors found Palmer, StoryTeller and the Palmer team developed additional resources that these prospects found compelling enough to download in exchange for their valuable email address. Not only could the Palmer sales staff follow up with these prospects, the leads were also nurtured through an ongoing email campaign.
Understanding there are numerous ways to execute this process, Jim says, “StoryTeller is a proven commodity,” then adds, “the leads have been better than I ever could have expected or imagined.”