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Het resultaat
\n
Tara heeft een effectieve en gestructureerde marketingstrategie ontwikkeld. Door middel van een strategische contentplanning, gericht op optimale publicatiemomenten, heeft ze het engagement en het aantal volgers op LinkedIn aanzienlijk vergroot. Daarnaast heeft ze deze aanpak ook toegepast op e-mailcampagnes, wat heeft geleid tot een substantiële stijging van de click-through-rate.
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Dankzij Tara's inzet heeft onze marketing en communicatie meer structuur gekregen, wat heeft geleid tot een aanzienlijke stijging van de click-through-rate van e-mails en een flinke toename van volgers op LinkedIn.
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De uitdaging
\n
Ze waren op zoek naar een contentmarketeer, eigenlijk voor tijdelijk, tot ze de functie met een vaste werknemer konden vullen. Uiteindelijk kwam daar het vraagstuk bij om verbeteringen door te voeren in zowel het CRM, e-mailmarketing en op de website. Vooral op het gebied van automatisering wilden ze een verbeterslag maken. Tara's takenpakket groeide uiteindelijk uit tot: de E-mailmarketing, marketingstrategie, LinkedIn-marketing, website updaten en optimaliseren (Wordpress), marketingautomatisering en daarmee het CRM bijhouden en koppelen aan de site.
","module_id":1155639},"child_css":{},"css":{},"id":"Text_1","label":null,"module_id":1155639,"name":"Text_1","order":27,"smart_type":null,"styles":{},"type":"module"},"Text_2":{"body":{"html":"
De aanpak
\n
Voor e-mailmarketing gebruikten we ClickDimensions, onderdeel van Microsoft Dynamics. Tara maakte voor elk evenement minstens drie mails, elk voor een fase in de funnel: eentje voor de announcement, eentje met een update voor consideration en eentje waarin Tara benadrukte dat ze zich moeten registreren voor conversie. En stuurde de mail uiteindelijk naar gerichte marketinglijsten voor de juiste doelgroep.
\n
Voor LinkedIn-marketing doorliep ze dezelfde funnel met drie LinkedIn berichten, deze werden breed uitgezet naar het hele LinkedIn-publiek.
\n
De website werd constant bijgehouden, waar regelmatig nieuwe pagina’s aangemaakt en gekoppeld door middel van formulieren aan het CRM via campagneautomatisering. Zo is het makkelijk alles in de gaten te houden: van inschrijvingen tot speciale wensen van deelnemers. Hier kan Task Force Health Care vervolgens weer op inspelen met e-mails en LinkedIn-posts: de cirkel is weer rond.
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