Ons werk

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Teksten gecheckt en geredigeerd

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Meetbare impact

De aanpak bij Ksyos leverde snel resultaat op. Zowel het websiteproject als de socialmediakanalen lieten binnen korte tijd duidelijke verbeteringen zien.

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Het bedrijf

Ksyos is een digitaal ziekenhuis dat medisch-specialistische zorg dichter bij de patiënt brengt: in de wijkpraktijk of zelfs thuis. Door slimme digitale oplossingen worden patiënten voor laag-complexe zorg geholpen door hun eigen huisarts, met ondersteuning van een specialist op afstand. Alleen complexe gevallen worden doorgestuurd naar het ziekenhuis. Zo wordt de patiënt sneller geholpen en nemen wachttijden af.

DE Uitdaging

De bestaande website van Ksyos bood onvoldoende duidelijkheid over de zorgprocessen, miste aparte patiëntenpagina's en had een onsamenhangende structuur. Het doel was om een moderne en toegankelijke site te realiseren, die beter aansloot bij de verschillende doelgroepen en de professionele uitstraling van Ksyos versterkte.

DE aanpak

Sanne begeleidde het volledige contenttraject voor de nieuwe website. Dit omvatte het organiseren van inputsessies met productspecialisten, het schrijven van briefings voor de copywriter en het factchecken en redigeren van ruim 30 teksten. Daarbij hield ze scherp in de gaten dat de tone of voice per doelgroep klopte en dat de site logisch en gebruiksvriendelijk werd ingericht.

Daarnaast ondersteunde Sanne het communicatieteam in de dagelijkse praktijk. Ze schreef nieuwsbrieven, ontwikkelde folders en creëerde socialmediacontent voor LinkedIn. Met tools als LaPosta, Coosto en Miro bracht ze structuur in de contentplanning en zorgde voor consistentie en kwaliteit.

Het Resultaat

Het contenttraject voor de website werd binnen drie maanden volledig afgerond. De nieuwe teksten zijn helder, doelgroepgericht en sluiten beter aan bij zowel patiënten als zorgverleners. Ook op social media leverde de inzet van Sanne concrete groei op. Daarmee heeft Ksyos niet alleen een duidelijke stap gezet richting een betere website, maar ook hun zichtbaarheid en betrokkenheid vergroot.

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Het resultaat

Door mijn inzet zijn de advertentieprestaties aanzienlijk verbeterd. Ik heb bestaande campagnes geoptimaliseerd op inhoud en targeting, en nieuwe campagnes ontwikkeld die gericht waren op conversie in plaats van enkel bereik. Een concreet voorbeeld: een verkeerscampagne die voorheen circa 3.400 website bezoeken opleverde, genereerde na mijn optimalisatie meer dan 100.000 bezoeken. Dit laat zien dat met dezelfde middelen veel gerichter en effectiever resultaat geboekt kan worden.

De uitdaging

Beep for Help had als doel om goed presterende advertenties op te zetten die hen zouden helpen hun groeidoelstellingen waar te maken. Zo willen ze de komende jaren uitbreiden en uiteindelijk de volledige Randstad bedienen met hun hulpaanbod. Advertenties spelen hierin een belangrijke rol: ze moeten niet alleen zorgen voor meer zichtbaarheid, maar ook voor meer conversies om die groei te realiseren. Daarom zochten ze iemand intern die het advertentiebeheer kon opzetten, optimaliseren en het team hierin kon meenemen. Denk aan het inzichtelijk maken van de werking van campagnes, het delen van resultaten en het opstellen van heldere rapportages.

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De aanpak

Bij het optimaliseren van de advertenties heb ik niet alleen gekeken naar hoeveel mensen de advertenties zagen, maar vooral naar wat ze daadwerkelijk opleveren. Ik analyseerde waar het budget naartoe ging en welke campagnes ook echt resultaten opleverden, zoals inschrijvingen of aanvragen.

Naast mijn werkzaamheden voor de B2C-markt ben ik ook betrokken geweest bij de eerste stappen richting B2B. Beep for Help had net een B2B-propositie ontwikkeld en wilde hiermee ook de zakelijke markt gaan bedienen. Op marketingvlak was er echter nog weinig uitgewerkt, dus er lag een mooie kans om dit mee vorm te geven. Samen met een collega heb ik gekeken naar hoe we de propositie onder de aandacht konden brengen bij potentiële zakelijke klanten. Ik dacht mee over de strategische marketingaanpak: via welke kanalen kunnen we deze doelgroep bereiken, met welke tone-of-voice, en welke informatie spreekt hen aan? Vervolgens heb ik een advertentie-opzet gemaakt, teksten geschreven en zijn we gestart met campagnes op LinkedIn en Meta gericht op zakelijke beslissers.

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Hier ben ik trots op

Door scherp te sturen op relevante zoekwoorden en doelgroepen en verspilling van budget te voorkomen, werden de campagnes een stuk effectiever. Ik testte verschillende invalshoeken en creatief materiaal om te zien wat het beste werkte bij de doelgroep. Ook koppelde ik de online advertenties aan e-mailmarketing om meer uit de campagnes te halen en de resultaten beter meetbaar te maken.

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Tegelijk stonden zij voor de lancering van hun eigen skincaremerk AM.PM en wilden ze de lopende campagnes doorzetten, optimaliseren en nieuwe groeikansen ontdekken in zowel D2C als B2B.","header_variant":"split","image":{"alt":"Hero Kevin op kantoor van Gabson met taart","height":1600,"loading":"lazy","max_height":1600,"max_width":1200,"size_type":"auto_custom_max","src":"https://8736211.fs1.hubspotusercontent-na1.net/hubfs/8736211/Gabson-headerafbeelding.webp","width":1200},"labels":[{"link":{"no_follow":false,"open_in_new_tab":false,"url":{"content_id":null,"href":"","type":"EXTERNAL"}},"text":"Content"},{"link":{"no_follow":false,"open_in_new_tab":false,"url":{"content_id":null,"href":"","type":"EXTERNAL"}},"text":"Website"},{"link":{"no_follow":false,"open_in_new_tab":false,"url":{"content_id":null,"href":"","type":"EXTERNAL"}},"text":"Data & analytics"}],"module_id":191630456668,"small_link":{"no_follow":false,"open_in_new_tab":false,"rel":"","sponsored":false,"url":{"content_id":null,"href":"/cases/","type":null},"user_generated_content":false},"small_link_text":"Ons werk","title":"Campagne voor Gabson behaalde 122% van het target"},"child_css":{},"css":{},"id":"Heroes_Case_Hero","label":null,"module_id":191630456668,"name":"Heroes_Case_Hero","order":17,"smart_type":null,"styles":{},"type":"module"},"Quote_1":{"body":{"module_id":191630456690,"quote_symbol":{"src":""},"text":""},"child_css":{},"css":{},"id":"Quote_1","label":null,"module_id":191630456690,"name":"Quote_1","order":29,"smart_type":null,"styles":{},"type":"module"},"Quote_2":{"body":{"module_id":191630456690,"text":""},"child_css":{},"css":{},"deleted_at":1755867821813,"id":"Quote_2","label":null,"module_id":191630456690,"name":"Quote_2","order":30,"smart_type":null,"styles":{},"type":"module"},"Stats_1":{"body":{"description":"

D2C boven target

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ROAS Meta Ads

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Cost per lead

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Behaald van het D2C-target

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Het resultaat

Sinds Kevin zijn start bij Gabson heeft hij zijn 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 heeft Kevin 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 heeft hij 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 heeft Kevin via Klaviyo geautomatiseerde e-mailflows opgezet voor B2B, waarmee we contactmomenten automatiseren en werken aan hogere conversie.

De uitdaging

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.

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.

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.

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.
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

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

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.

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.

Klaviyo
Nieuwe e-mailflows opgezet voor B2B-leads. Denk aan welkomflows en lead nurturing, afgestemd op de nieuwe B2B-salesfunnel.

Google Analytics
Continu website- en campagneprestaties geanalyseerd om optimalisaties door te voeren en campagnes op data te sturen.

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

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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De resultaten

Als Product Manager bij Vue Cinemas heb ik mij de afgelopen jaren gericht op het optimaliseren van de website en app om de gebruikerservaring te verbeteren en de conversie te verhogen. Door A/B-testen, UX-optimalisaties en gerichte verbeteringen voor zowel de desktop- als mobiele versie hebben we de online customer journey efficiënter gemaakt.

De uitdaging

Vue Cinemas wil de optimale beleving aanbieden aan iedereen die de bioscoop wil of gaat bezoeken. Dat bezoek begint eigenlijk al voordat de bioscoop zelf wordt bezocht, op bijvoorbeeld de website of app. Het is dus de bedoeling dat het online proces vooraf aan een bezoek zo vlekkeloos mogelijk verloopt. Er valt veel te winnen bij de optimalisatie van de online platformen, iedere procent toename van het doorklikpercentage in de conversiefunnel maakt verschil in de gebruiksvriendelijkheid van duizenden mensen en daarbij de omzet van Vue.

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De aanpak

Het development team is week in week uit bezig om de gebruiksvriendelijkheid zo veel mogelijk te waarborgen en verbeteren waar mogelijk. En voor dit proces is er een product manager nodig. Iemand die het product, de website en app beheert. Maar het zijn niet alleen de bezoekers die je zo goed mogelijk moeten helpen, het zijn ook je collega’s. Zo maken wij gebruik van een custom made CMS die uiteraard gebouwd is voor de collega’s. Ook zij moeten vlekkeloos met de website kunnen werken waar nodig is.

Als product manager bij Vue Cinemas ben ik dus niet per se bezig met een marketingvraagstuk zoals SEO, SEA of contentmarketing. Eigenlijk ben ik bezig met een proces dat nooit stopt. Er is namelijk altijd wel wat te doen en geen week ziet er hetzelfde uit.

Binnen Vue werken wij met een 2-wekelijkse sprint via de software Jira. Zo bestaat ons bord uit verschillende onderdelen, denk aan in progress, client review en ready for live. Om te zorgen dat dat allemaal volgens de planning verloopt, ben ik daar dagelijks mee bezig. Soms bestaat dat uit het aanmaken van tickets en/of een sprint, het geven van feedback of het testen van de nieuwe features/ applicatie.

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Waar ik trots op ben

Een van de mooiste resultaten vind ik dat ik al bijna drie jaar met veel plezier voor zo’n mooi bedrijf mag werken. De verantwoordelijkheid die ik binnen het team krijg en de ruimte om mijn eigen identiteit en visie kwijt te kunnen in mijn werk, maken deze rol extra bijzonder.

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resultaten

De start bij Magnus Black stond in het teken van website-optimalisatie. Daarvoor hebben onze Heroes het merk helemaal ge-rebrand, met een nieuw logo en huisstijl. Vervolgens hebben ze doelgroepen geformuleerd en hun customer journey uitgewerkt. Voor die doelgroepen en fasen in de customer journey hebben ze specifieke content gecreëerd om hun vragen te beantwoorden. Hiermee ging ook de SEO-waarde van de website omhoog. Content is ook betaald weggezet via LinkedIn en Google.

de aanpak

Voor Magnus Black werd een volledige rebranding doorgevoerd, inclusief een nieuwe website, tone-of-voice en contentstrategie. Parallel daaraan werd een brede online strategie ontwikkeld om het merk sterk te positioneren. SEA-campagnes speelden hierin een sleutelrol en zorgden direct voor zichtbaarheid én nieuwe klanten.

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