Ons werk

Het resultaat

De resultaten van deze online ‘pakket-strategie’ liegen er niet om. Waar het gemiddelde aantal actieve bezoekers in 2017 en 2018 nog op 200 lag, steeg dit aantal naar aanleiding van de campagnes tot maar liefst 1000 actieve dagelijkse bezoekers in 2019. Hiervan is 70% een nieuwe bezoekers. Het aantal bezoekers van de productpagina’s steeg even hard mee, een stijging van 520% in 2019 ten opzichte van het jaar daarvoor.

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De uitdaging

De online 'pakket-strategie' stond voor de uitdaging om het lage aantal actieve dagelijkse bezoekers, dat in 2017 en 2018 gemiddeld rond de 200 lag, aanzienlijk te verhogen. Er was bovendien behoefte aan het aantrekken van nieuwe bezoekers, aangezien het bereik beperkt bleef tot een bestaande doelgroep. Ook het verkeer naar de productpagina’s bleef achter en moest fors worden vergroot om de conversiekansen te verbeteren. Kortom, er lag een duidelijke opgave om zowel het totale bezoekersaantal als de kwaliteit en relevantie van het verkeer aanzienlijk te laten groeien.

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De aanpak

Goede online marketing begint met een sterke strategie: het bepalen van heldere doelen en het uitstippelen van de weg ernaartoe. Na de online mogelijkheden strategisch in kaart te hebben gebracht, werd besloten ‘campagne-pakketten’ voor de deelnemende winkels te introduceren. Hierbij kozen deze winkels uit op-maat-gemaakte online pakketten voor verschillende budgetten. Vervolgens werd voor elke deelnemende winkel een passend online campagnetraject opgezet. Daarnaast werden de SEO- en SEA-strategieën opgezet en waar nodig tot in de puntjes geoptimaliseerd. De YoY-impact was niet onverwachts zeer positief.

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Resultaten

Door een combinatie te maken van verschillende kanalen werden mooie resultaten behaald. Na een uitgebreide analyse van de huidige verbeterpunten konden in 3 maanden maar liefst 221 nieuwe medewerkers worden geworven.

de aanpak

Voor McDonald’s werd een gerichte online strategie opgezet, gebaseerd op duidelijke pijnpunten en verbeterkansen. Een slimme SEA-aanpak met sterke copy zorgde voor bijna een verdubbeling van het aantal sollicitaties. Daarnaast leidde een verbeterde SEO-strategie tot een meer dan verdrievoudigd resultaat op de vacaturepagina’s.

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resultaten

De volledige levenscyclus van het project begeleid, van concept tot lancering. Daarbij werden verschillende partijen aangestuurd: stakeholders voor input, een websitebouwer voor de ontwikkeling van de site, een creatief team en externe specialisten voor het logo, brandbook en copywriting.

Daarnaast werd onderzoek gedaan naar de buyer personas van RiskSphere, en werd de basis gelegd voor de merkidentiteit. Vragen als ‘Waar staat RiskSphere voor?’ en ‘Hoe willen we overkomen?’ stonden hierbij centraal. De inzet van brand archetypes hielp bij het formuleren van een heldere missie en een sterk merkverhaal. Hard work pays off: binnen zes maanden werden al mooie resultaten geboekt.

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De aanpak

Voor RiskSphere werd een centrale projectmanager ingezet als aanspreekpunt voor alle marketingactiviteiten, die de schakel vormde tussen stakeholders, collega’s en externe partijen. Het CRM werd ingericht in HubSpot, inclusief workflows en automatische leadverwerking vanuit de website.

De nieuwe WordPress-website werd in samenwerking met een ontwikkelaar gebouwd en volledig meetbaar gemaakt via Google Tag Manager en GA4. Ook de merkpositionering kreeg vorm met behulp van brand archetypes: RiskSphere profileert zich als een combinatie van ‘Sage’ en ‘Hero’, wat richting gaf aan de tone-of-voice en het design.

Op social media werd gestart met het activeren van het netwerk van de oprichters, wat al snel leidde tot de eerste groei op LinkedIn. Rubrieken, templates en de eerste blogs zijn opgesteld, zodat RiskSphere klaar is voor verdere contentontwikkeling.

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De resultaten

In zijn rol als projectmanager digital engagement heeft Floris samen met 2 collega’s de gehele levenscyclus van het website project overzien, van concept tot lancering. Hij stuurde hierin een team aan om de migratie van de content soepel te laten verlopen. Hij stuurde hierin verschillende partijen aan: Stakeholders voor input, collega’s en externe hulpkrachten voor de migratie van de content. Uiteindelijk is de nieuwe website succesvol gelanceerd en zijn er meer dan 1.000 pagina’s van de oude naar de nieuwe website gemigreerd.

Daarnaast was er veel behoefte om inzicht te krijgen in de performance van de content op social media. Daarom heeft Floris een aantal dashboards opgezet die het mogelijk maken om, op een overzichtelijke manier, inzicht te krijgen in verschillende soorten content op verschillende platformen, gesplitst naar de verschillende KPI’s die Fugro hanteert.

De samenwerking tussen Floris en Fugro was zo succesvol dat Fugro besloot Floris in dienst te nemen!

De uitdaging

Het doel van Digital Communications, het team waar Floris onder viel, was om een prestatiegericht digitaal ecosysteem te ontwikkelen en interne en externe communicatie te optimaliseren. Door het bieden van de juiste tools en kanalen, helpt Digital Communications marketing en communicatie om hun doelen te bereiken. Via rapportage en dashboards worden duidelijke resultaten gepresenteerd, waardoor het team kan verbeteren en kansen kan identificeren.

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De aanpak

Floris werkte binnen het team Digital Communications van Fugro, dat zich richt op het verbeteren van interne en externe communicatie en het ontwikkelen van een prestatiegericht digitaal ecosysteem. Hij beheerde samen met zijn team de socialmediakanalen en ontwikkelde gerichte strategieën per platform, zoals een YouTube-strategie en een ‘link in bio’ voor Instagram om verkeer naar de website te vergroten.

Om de effectiviteit van de social media te verbeteren, ontwierp Floris dashboards die prestaties inzichtelijk maakten op basis van KPI’s. Hierdoor kon het marketingteam beter inspelen op succesvolle content. Daarnaast beheerde hij het interne socialmediaplatform en wist hij het aantal actieve gebruikers met 45% te laten stijgen. Samen met externe partijen verbeterde hij ook de SEO van de website door het optimaliseren van meta titels, beschrijvingen en content.

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resultaten

6 maanden na implementatie zien wij dat het doel ruimschoots is bereikt. In de laatste maanden werd gemiddeld maar liefst 200 leads per maand behaald.

De aanpak

Een sterke online strategie vormde de basis voor het verbeteren van de leadgeneratie. Google Ads werd effectief ingezet om de ROI te verhogen, terwijl SEO bijdroeg aan een duurzame online zichtbaarheid. Door de slimme combinatie van deze kanalen werd het maximale uit het marketingbudget gehaald.

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