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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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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. 

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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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Naast het beheren van de website ben ik verantwoordelijk voor de LinkedIn-pagina van WorkFamily Solutions. Het voornaamste doel van deze pagina is om merkbekendheid te creëren en verkeer naar de website genereren. Hiervoor schrijf ik content die interactie oproept en de doelgroep naar de website doorverwijst.

\n

In de paar maanden na de livegang hebben we al een publiek opgebouwd van 212 volgers op LinkedIn en 2,3K unieke bezoekers op de website. Ik hoop dit aantal de komende maanden nog verder te kunnen uitbreiden.

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Het resultaat

\n

Door de inzet van online marketing werkzaamheden zijn de resultaten continu aan het stijgen. Iedere maand presteert de webshop beter dan de maanden ervoor. Een van de doelen is om het bouncepercentage zo laag mogelijk te krijgen. Door steeds gerichter te adverteren en de doelgroep zo specifiek mogelijk te maken wordt dit percentage steeds lager.

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De uitdaging

\n

Het hoofddoel was om de webshop uit te breiden en te verbeteren. Goed inspelen op de markt was en blijft essentieel. Zo is de markt voor sommige producten seizoensafhankelijk, het heeft bijvoorbeeld geen zin om groots in te zetten op oliebollen in de lente. Vooral richting december en de feestdagen moet je de content die je je klanten voorschotelt goed op hun zoekintentie laten inspelen. Daarnaast mistte er goede conversion tracking. Het meetinstrument achter de webshop was niet correct ingericht. Hierdoor was het lastiger te achterhalen waar bepaalde conversies vandaan kwamen en hierop in te spelen. Geen probleem natuurlijk voor een goeie specialist.

","module_id":1155639},"child_css":{},"css":{},"id":"Text_1","label":null,"module_id":1155639,"name":"Text_1","order":25,"smart_type":null,"styles":{},"type":"module"},"Text_2":{"body":{"html":"

De aanpak

\n

Jordi hanteerde een integrale aanpak waarbij e-mailmarketing, social advertising, SEO, SEA en webshopoptimalisatie nauw op elkaar waren afgestemd. Via slimme mailflows richte hij zich op winkelmandverlaters en heeft hij up- en cross-selling ingezet om herhaalaankopen te stimuleren. Op social targete werd gericht op doelgroepsegmenten en werden retargetingcampagnes ingezet, vooral rond kortingsacties en veelbekeken producten. SEO-wise optimaliseerde hij productpagina’s op basis van zoekwoordanalyses, terwijl via Google Ads zowel generieke als merkcampagnes werden beheerd. De webshop hield werd actueel en conversiegericht, met oog voor UX en relevante productpresentatie. Maandelijks analyseerde hij prestaties, klantgedrag en verkeer, en vertaalde dit naar concrete optimalisaties. Ook ondersteunde hij de back-end waar nodig, in samenwerking met het service- en salesteam.

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Hier ben ik trots op

\n

Door de inzet van online marketing waren de resultaten continu aan het stijgen. Iedere maand presteerde de webshop beter dan de maanden ervoor. Een van de doelen was om het bouncepercentage zo laag mogelijk te krijgen. Door steeds gerichter te adverteren en de doelgroep zo specifiek mogelijk te maken werd dit percentage steeds lager!

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resultaten

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Mr. Fillet werkte al met een marketingbedrijf dat de website en paid advertising verzorgt. Bob had de schone taak om de bekendheid van het merk te vergroten op een organische manier. Hij richtte zich onder andere op het verzorgen van organische posts op verschillende social-mediakanalen. Ook had het bedrijf ooit gedacht aan het versturen van e-mails naar klanten, maar dit was nog niet volledig van de grond gekomen. Bob richtte from scratch een volledige e-mailcampagne in. Hij creëerde een tone of voice, maakte layouts voor verschillende type e-mails, en organiseerde het zo dat het bedrijf het na zijn vertrek eenvoudig zelf kon oppakken. En met succes! De cijfers hiernaast zijn zeker om over naar huis te schrijven.

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De aanpak

\n

Voor Mr. Fillet werd een duidelijke online strategie ontwikkeld, inclusief een eigen tone of voice die goed aansloeg bij de doelgroep. Vanuit die basis werd e-mailmarketing opgezet via Reloadify, met verschillende formats zoals productlanceringen, recepten, feestdagenmails en updates — met hoge open rates als resultaat. Ook op social media werd gewerkt aan zichtbaarheid: alle organische content voor Facebook en Instagram werd gepland en beheerd via Meta Planner, om structuur en continuïteit te waarborgen.

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De resultaten

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Na het implementeren van de contentstrategie en het testen van verschillende soorten content steeg het aantal social followers met 112% (naar een totaal van 4.976). Het bereik steeg op Facebook met 231% (naar 1.912 per post) en op Instagram met 310% (naar 403 per post). Ook het doel van 700 tickets werd ruimschoots behaald, de KNVB voetbalkampen werden in 2019 voor het eerst volledig uitverkocht.

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de aanpak

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Bij Endeavour Heroes geloven we in een gerichte en datagedreven aanpak. Of het nu gaat om de creatieve invulling van je social media, het opzetten van converterende e-mailcampagnes of het analyseren van bezoekersdata via webanalytics — onze specialisten zorgen voor maximale impact. We helpen je tijdelijk of structureel met het bereiken én activeren van je doelgroep.

\n

---

\n

 

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