A new strategy for Croonwolter&dros
From an SEO strategy to a monthly digital marketing approach
Challenge
Croonwolter&dros is one of the largest companies in the Netherlands, specializing in electrical engineering, mechanical engineering, automation, and digitalization. To maintain that position, it was high time to accelerate digitally.
The collaboration started with an SEO strategy in 2020, followed by SEO activities. A few years later, the entire digital marketing strategy was addressed, incorporating data and advertising, which mutually reinforce each other.
Result
Gigantically improved
-23,13%
200% more registrations
86% cheaper than industry benchmark
Co-creation, growing together
The digital marketing strategy for Croonwolter&dros posed a significant challenge due to their extensive range of services targeting various audiences. Croonwolter&dros knows their target audience, while our consultants understand the digital world. As their digital partner, we were tasked with making sure the diverse target groups felt heard through a robust digital marketing strategy. This co-creation process helped Croonwolter&dros create internal buy-in within the company, as the plan of action and results were visually demonstrated using data.
Solution-oriented thinking
To make their digital strategy a success, the existing product-focused website needed a revamp. It was time for a solution-oriented website that catered to the various needs of the target audience. How? Through SEO actions, advertising, and optimizations driven by data insights. Pages had to be redesigned with the end-user's desires in mind. Additionally, the different target groups are addressed through an always-on advertising strategy across various platforms, with targeted posts tailored to the themes relevant to them. Data is used to enhance and optimize the customer journey.
The circuit of digital acceleration
The development of a digital marketing strategy didn't happen overnight. When it comes to digitalization, we like to work with a roadmap, namely the digital maturity model. Based on the added value for our clients and their customers, we determine the next step in the digital transformation.
The roadmap of digital acceleration
2020: Analyzing and developing an SEO strategy. After assessing Croonwolter&dros' current SEO position, we collaborated to create a plan to generate more immediate impact and strengthen the position in search engines in the long term.
2021: Training in data analysis and making data-driven decisions.
Early 2022: Strategically implementing the digital marketing plan. After defining objectives and vision within a two-month process, we followed with the data strategy and roadmap. This included concrete action points that directly contribute to achieving objectives and action points that enhance data maturity.
Late 2022: Executing the digital marketing plan. This involved developing the media plan, determining the advertising setup, creating dashboards for overall performance, and implementing data layers to track form performance.
Early 2023: Building digital maturity and monitoring strategy progress. Identifying growth opportunities and promoting strategy adoption within the organization. We generate a continuous flow of leads with a stable CPL that is 86% lower on average than the industry benchmark. Additionally, we focus on reducing bounce rates on conversion pages. In Q1, this percentage was 39.83% (-23.13% compared to Q4).
Few registrations for Avans dual education program
Croonwolter&dros and 4 other organizations have been asked to recruit at least 5 students for the 'Electrical Engineering' program at Avans University of Applied Sciences. The targeted goal had to be achieved within 6 weeks. This compelled us to be smart in reaching out to young people within a short period.
Execution and Results
We implemented hyperlocal targeting to reach young people around secondary schools. Additionally, we utilized interactive elements like instant experience and display card to enhance engagement with the TikTok audience.
Croonwolter&dros provided the content, while Redkiwi set up, monitored, and optimized the campaign. The results speak for themselves: an average viewing time of 4.27 seconds in the DO-phase and 9.78 seconds in the THINK-phase. Within 4 weeks, we achieved our target, and after 6 weeks, we witnessed an impressive increase of +200% in registrations compared to the initial goal.
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