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De uitdaging

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Gabson wilde de maandelijkse D2C-omzetdoelen behalen en tegelijkertijd groeien in de B2B-markt. In de B2B-markt wilden zij in 2025 een X-aantal nieuwe huidprofessionals aantrekken. Daarnaast was de lancering van de nieuwe AM.PM Skincare-lijn een prioriteit. In september vindt hun tweede lancering plaats. Het omzetdoel voor het eigen skincaremerk AM.PM bleek echter te ambitieus en zal helaas niet worden gehaald worden dit jaar. Wel kunnen zij de andere doelen behalen, zoals het verzamelen van een X-aantal e-mailadressen en een X-aantal Instagramvolgers.

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Kevin heeft de volledige Google Ads- en Meta Ads-campagnes overgenomen, geoptimaliseerd en uitgebreid waar nodig was. Daarbij werd aangegeven dat er soms extra budget nodig was om te kunnen opschalen. Verder heeft Kevin vooral veel aangeven hoe het nieuwe merk beter op de markt gezet kan worden,  aan de hand van data en kennis heeft Kevin dit kunnen onderbouwen. Verder is er met het marketingteam gekeken naar de optimalisatie van productpagina’s, de doelgroep en de manier waarop de producten van AM.PM het beste naar de consument gecommuniceerd kon worden. Daarnaast heeft Kevin de Google Ads voor IMAGE Skincare verder proberen te verbeteren, meegedacht over de B2B-aanpak en gewerkt aan het opzetten van e-mailflows en een nieuwe salesfunnel voor B2B.

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Kevin is gestart met een analyse van eerdere campagneresultaten om inzicht te krijgen in wat in het verleden goed werkte en waar verbeterpunten lagen. Daarnaast is er concurrentieonderzoek gedaan door Kevin binnen de skincarebranche om actuele trends en effectieve visuals te herkennen.

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Omdat de skincaremarkt sterk leunt op visuele aantrekkingskracht, heeft Kevin het belang van hoogwaardige content benadrukt. Er zijn concrete voorbeelden en marktdata aangeleverd door Kevin om te laten zien hoe visuals direct invloed hebben op campagneprestaties. Zeker bij een nieuw merk en al helemaal in de skincare markt.

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De B2B-salesfunnel welke Kevin heeft uitgewerkt bestond uit vier pijlers: een aantrekkelijk aanbod, duidelijke contactmomenten, consistente opvolging en sterke visuals om leads te overtuigen. In eerste instantie lag de focus op een training als instap, maar na een sparsessie werd besloten dit te vervangen door een gratis kennismakingsvideo met een concreet aanbod aan het einde. Vervolgens zou de account/sales manager persoonlijk contact opnemen, waarna leads konden instappen met starterspakketten en uiteindelijk doorgroeien naar een high-end pakket.

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De Aanpak

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Voor deze opdracht maakte Kevin gebruik van de volgende kanalen: Google Ads, Meta Ads, Klaviyo, Google Analytics en Looker Studio. 

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• Google Ads
  De meeste omzet komt uit Google Ads. Voor D2C zijn zoek- en Performance max campagnes geoptimaliseerd. Met zoekwoordenonderzoek en getest met targeting hebben we de zichtbaarheid in de skincaremarkt vergroot en de maandelijkse D2C omzet doelen tot zover behaald. 
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• Meta Ads
  Facebook- en Instagramcampagnes verbeterd met sterke visuals en nieuwe pakkende copy. Door een combinatie van conversiecampagnes en remarketing hebben we nieuwe klanten bereikt én bestaande klanten teruggebracht naar de webshop. 
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• Klaviyo
  Nieuwe e-mailflows opgezet voor B2B-leads. Denk aan welkomflows en lead nurturing, afgestemd op de nieuwe B2B-salesfunnel. 
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• Google Analytics
  Continu website- en campagneprestaties geanalyseerd om optimalisaties door te voeren en campagnes op data te sturen.
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• Looker Studio
  Niet zelf gebouwd, maar Kevin heeft wekelijks overleg overleg gehad met zijn collega die de dashboards maakt en bijhoudt. Hij hield Kevin op de hoogte en samen sparden zij hoe de conversies vergroot konden worden. Zowel voor AM.PM als voor Image Skincare. Deze dashboards werden gebruikt om de KPI’s te bespreken en om marketingbeslissingen te nemen op basis van actuele data.
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Resultaten

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Sinds mijn start bij Gabson heb ik mijn kennis ingezet om zowel D2C- als B2B-resultaten te versterken. Voor Image Skincare zijn alle D2C-targets tot zover behaald en presteerden actiecampagnes boven verwachting. Daarnaast heb ik de B2B-acquisitie opnieuw ingericht en een nieuwe salesfunnel gepresenteerd, die nu voor een groot deel wordt uitgerold. Bij de lancering van AM.PM Skincare heb ik waardevolle inzichten gedeeld met het team, waaronder het inzetten van video’s, UGC, reviews en hoe we de productpagina’s kunnen optimaliseren voor meer conversies. Ook heb ik via Klaviyo geautomatiseerde e-mailflows opgezet voor B2B, waarmee we contactmomenten automatiseren en werken aan hogere conversie.

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