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De cultuur binnen JobTraining weerspiegelt het motto “practice what you preach”. De waarden en methodes die aan klanten worden geleerd, zijn duidelijk zichtbaar in de eigen werkomgeving. Medewerkers worden gestimuleerd om effectief om te gaan met hun tijd, door bijvoorbeeld tijdsblokken te reserveren voor focuswerk en pauzes in te lassen voor mentale ontspanning.

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JobTraining opereert onder twee labels: Hello New You, gericht op de individuele ontwikkeling van particulieren, en JobTraining, dat zich richt op maatwerk trainingen voor organisaties.

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Onlangs was JobTraining op zoek naar een tijdelijke vervanging voor hun Marketing Manager, die met zwangerschapsverlof zou gaan voor een periode van zes maanden. De ideale kandidaat moest in staat zijn om de lopende marketingactiviteiten voort te zetten en de eerste stappen te zetten richting een account-based marketingstrategie. Dankzij haar brede ervaring in marketing, kozen ze voor Kiran om deze cruciale rol te vervullen.

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De resultaten

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In haar rol als interim marketing manager heeft Kiran samen met een content marketeer lopende zaken opgepakt. Dat hield in: Google Ads monitoren en aanpassen, nieuwe trainingen op de website zetten en campagnes voor deze trainingen gaan aanzetten. Ook maakte ze samen met de content marketeer een plan voor de content creatie.

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Daarnaast was Kiran ook in de lead voor het opzetten van een account based marketing plan. Hiervoor werkte ze samen met verschillende stakeholders van JobTraining: accountmanagers voor input en collega’s voor de integratie van content. Uiteindelijk is er niet alleen een plan gemaakt, maar is dit plan ook in uitvoering gezet. Dit leidde tot meer awareness onder de getargete accounts. Er werd getest met zowel AI gegenereerde contentcampagnes als handmatig ingestelde campagnes.

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Daarnaast was er ook veel behoefte aan leads voor de HelloNewYou label. Samen met de content marketeer heeft Kiran verschillende campagnes live gezet, wat uiteindelijk zorgde voor 509 Meta leads. Daarnaast zorgden de campagnes voor een toename in website
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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.

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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.

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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

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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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