Content Marketing Strategy For a Highly Specialized B2B Niche

Company (Case company: EFLA Oy)

Sahwa Nazreen, Amrutha Deepak

What is content marketing strategy?

Content marketing is a strategic marketing approach designed to develop and deliver useful,
appropriate and reliable content to attract and maintain a clearly defined audience — and
ultimately to drive profitable customer action.
Introduction about company
The case company is EFLA Oy headquartered in Porvoo, Finland. The company started working
under Ensto's name in 1985. EFLA Oy was formally founded in 2003, separately from the parent
company, which specializes in circuit components for Airfield Ground Lighting (AGL). EFLA
Oy is now a member of the EM Group.
EFLA Oy has over 40 workers in Porvoo, Finland, in 2018 revenues of more than EUR 10
million. Furthermore, EFLA Oy has also formed a joint venture with Jiangsu Xinghua Airport
Facilities Co. LTD in China, carrying turnover of around EUR 3 million in 2018 (EFLA, 2018).
EFLA Oy currently manufactures and sells five product lines: transformers, primary connectors,
secondary connectors, prefabricated leads and protection against lightning. Currently AGL
circuit suppliers, installation firms, and airports are the major customer groups. EFLA's products
have been deployed at most of the world's international airports such as Singapore, Delhi,
Helsinki, Istabul, Beijing and so on.
Objective:
What kind of content marketing strategy would a highly specialized B2B niche business apply to
increase its Internet visibility and the visitor-lead conversion rate?
Theoretical Framework:
 SWOT Analysis:
STRENGTH WEAKNESS

 EFLA is industry leader in  Currently, EFLA does not have a

installing airfield lighting. EFLA specific marketing plan but a plan
is the subcontractor of several for the whole business.
major manufacturers of Western  Many local markets are regulated
lighting systems. by local laws, so EFLA is hard to
 EFLA has distribution partners enter.
from all over the world.  EFLA focuses mainly on its
 EFLA offers a superior website primary customers: the lighting
than its competitors. manufacturers.
  The timeline for the content is not
consistent.
OPPORTUNITIES THREATS

• EFLA can offer training to its • The lighting manufacturers which are
clients through webinars, the main distribution source of EFLA are
corporate partners with local also in collaboration with EFLA
partners to promote the brand competitors as they want a range of offers.
by publishing blogs, videos, Therefore, it's hard to convince customers.
etc. • Digital service growth could delay close
• • EFLA can target other customer relations, as everything is done
consumer groups who do not online.
purchase directly from EFLA
but are part of decision-making
processes.
• EFLA can sell and create its
brand identity to these indirect
markets with different values.
• EFLA can expand its markets to
the United States and to Oceania.

Competitor Analysis:
EFLA considers that they have two main competitors from America including Amerace and
Integro.
Criteria EFLA Amerace Integro
Core Seamless connectivity in The world's leading specialist Made in USA
message airfield lighting in the design and manufacture
of isolating transformers and
related connectors for airfield
lighting
Product A datasheet including product Short introduction with Product picture,
information pictures, technical outline picture. application, references,
information, dimensions, certification, te chnical
suggested specifications and information, available
application; an installation dimension s.
manual.
Publications White paper, blogs, install None Blogs (news),
ation guide videos installation guide video
Social LinkedIn, YouTube, Twitter None LinkedIn, YouTube,
Media Facebook
Accounts
Contact Contact form, telephone, Telephone, fax number, Contact form, address,
Information address, email address of sales address and customer service telephone and fax
personnel email number
Website EFLA - Seamless connectivity Amerace - World's leading Airfield Lighting
title in Airfield Ground Lighting specialist in airfield lighting Equipment,
products Underground Power
Distribution, Runways|
Integro
Website EFLA develops, manufactures Amerace is the world's Integro is a
description and sells series isolation leading specialist in the manufacturer ofairfield
transformers, connector kits design and manufacture of lighting equipment,
and prefabricated leads for isolating transformers and rubbermolded
airfield ground lighting related connectors for airfield underground power
circuit. lighting. distribution for airport
runways. American
made, made in the USA

STRATEGY:
1. Segments & Target Markets:
EFLA's main marketplaces are in Europe, Asia Pacific, the Middle East and America. In
the AGL industry this sector is a niche market. All schemes originate from maintenance
at the airport or new construction.
Based on 4 key variables, segments could be divided: convenience (geography,
language), firmmographics (company type, selling products), behavior(sensitivity to
product, quality, pricing) and need (choose products that fits the best and with great
benefits).
2. Customer Value Proposition:
EFLA is known as a leading global subcontractor for ground lighting projects on
airfields. Products are met international standards, and good customer service is provided.
EFLA strives to be a platform for relevant product information and compliances,
enabling salespeople, relevant engineers and other positions related to AGL projects to
find the information required.

TACTICS
1. Content Type:
The decision-making process as a B2B company belongs to a group of people, rather than
an individual. Instead than being emotional the content should be logical. Thus, content
styles are chosen according to Chaffey's digital marketing matrix (2018)
- To “educate”: articles, guides, demo videos, reports, and white papers, demo videos
- To “convince”: product features, datasheets, interactive demos, webinars.

2. Social Media:
Social networking platforms: EFLA actually primarily uses LinkedIn and Twitter, and
has their own YouTube channel where they upload product videos. How to respond to
negative feedback / comments: react as soon as possible, define the problem and
 acknowledge audience participation. If this is a more serious problem, after public
apology, a private message should be sent to take better care of the customer, ultimately,
do not seek to hide any negative comments.

3. Uploading videos on Youtube:

A lot of steps need to be taken to promote the channel: 1.Video titles should be concise
and based on the keyword planner, so that people can quickly locate videos on search
engines.
2. Video thumbnails are like book covers, they need to be appealing to catch the video
points, often people select the video based on their thumbnails rather than names.
3. Playlists should be created with a compelling title to get more content consumed by the
audience, and it also appears when users search YouTube.
4. YouTube should post the videos on other platforms to reach more people.
5. May also include the latest video in the newsletter to alert subscribers

4. Email Marketing:
The title and subtitle of the email should be clear to avoid the spam filters, avoid spam
trigger words like free, earn, credit, enter, buy, etc. The content should be convincing to
keep the email list clean and preserve the credibility with email service providers, all
inactive users will be sent a notification and removed from the list if there are no
communications afterwards.
Email format: includes text and pictures, but all pictures must have alt texts The audience
should be sorted according to their preferences and stage in the purchasing process.
All emails sent should have a simple call-to-action, and in order to select the most
successful email template, an A / B check must be run beforehand.

5. Search Engine Optimization:

Keyword planning: The use of appropriate keywords in all content published on the
website is one of the factors that contributes to a high page rank on Google search engine.
In addition, certain keywords need to be used on the web pages naturally to achieve a
strong degree of credibility of the website.

Website Metatags: EFLA's homepage neglected the metatags and keywords. It is

recommended to include clear titles and descriptions on all sites belonging to the
company's domain.

Conclusion:
It is proved that EFLA has several opportunities to expand its international business
online through multiple digital channels of communication. Due to the digital scenario
when most of the things are done online, even for a b2b company like EFLA has a great
scope while expanding digitally especially to create a good brand image and to form great
networks. Because of the limitations of this report, EFLA also needs to consider the
contribution of offline marketing which has played an important role in the growth of its
business over the last 30 years. EFLA's offline marketing platforms include national
exhibits and trade fairs, networking with local partners, customers, and catalogs of
printed items. The content marketing strategy is a continuous process that needs regular
changes based on the current state of play and new marketing technology trends. The
consequence is that the action plan has to be enforced and strengthened at the same time.
EFLA needs to utilize editorial calendars as well as other tools to be more specific and
feasible.

BIBLIOGRAPHY

Airfield Lighting. (n.d.). Retrieved from https://www.integro-usa.com/Store/default.asp?

categoryID=1

Nguyen, & Phuong, M. (1970, January 1). Theseus: Content Marketing Strategy For a
Highly Specialized B2B Niche Company. Retrieved from
https://www.theseus.fi/handle/10024/227394

Oy, E. F. L. A. (n.d.). Seamless connectivity in Airfield Ground Lighting. Retrieved from

https://www.efla.net/

Oy, E. F. L. A. (n.d.). AGL products. Retrieved from https://www.efla.net/products

What is Content Marketing? (n.d.). Retrieved from

https://contentmarketinginstitute.com/what-is-content-marketing/

World's Leading Specialist in Airfield Lighting Products. (n.d.). Retrieved from

http://amerace.com/