When deadlines are tight, construction managers need to make quick, informed decisions on equipment and repairs. For Hawthorne Cat, the exclusive Cat® equipment dealer in San Diego, the Hawaiian Islands and Pacific Region, the choice is clear. Since 1956, the company has delivered the Power of Caterpillar with product innovations that meet the demands of a rapidly changing market. Hawthorne Cat localized their content marketing and social media strategy to stay current among competition and build customer relationships.

Parallel Interactive created the omnichannel social media strategy for Hawthorne Cat to reach two distinct geographical areas. Digital marketing strategy targets distinct market segments with their own funnel purchasing cycles.

Since the program launch, Hawthorne Cat’s social media audience has grown 285% in the last two years and its social media program ranks third out of 54 dealers in North America.

Core channels, such as Facebook, LinkedIn, Instagram, and Twitter, feature marketing content focused on educating customers about services, product features and the latest technology. Posts help customers grow their business through jobsite optimization strategies and new equipment management solutions..

The Hawthorne Difference inbound marketing program is delivering direct, relevant content that drives conversion of digital sales leads and helps the sales team deepen relationships with long standing customers.