inboundmarketing presentatie ipsis bv
TRANSCRIPT
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© ipsis 2013© ipsis 2013
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onze inspanningen moeten leiden tot resultaat,
bereik dat door creativiteit en effectiviteit.
CREËER EFFECT
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© ipsis 2013
CROSSMEDIAAL
RECLAMEBUREAU
• marketing
• reclame
• internet
• CRM
• sinds 2004
• meer dan 500 klanten
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INTOPT EN IBM TOEN EN NU
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ZO PAKKEN WIJ
HET AAN
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• doelgroepbepaling
• marketingmix en -planning
• brand, logo en huisstijl
• conceptontwikkeling
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• website
• intranet
• e-commerce
• klantportaal
• quickscan
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• advertenties
• brochures
• mailings
• outdoor
• website
• intranet
• e-commerce
• klantportaal
• quickscan
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• crm | klantgericht ondernemen
• crossmediale communicatie
• inboundmarketing
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• crm | klantgericht ondernemen
• crossmediale communicatie >>
• inboundmarketing
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CROSSMEDIALE COMMUNICATIE
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• crm | klantgericht ondernemen
• crossmediale communicatie
• inboundmarketing >>
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word relevant voor de klant
INBOUNDMARKETING
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WAAROM?
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INBOUNDMARKETING IN HET KORT
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DE TACTIEK stap 1
CONTENTCREATIE
CONTENTDISTRIBUTIE
CONVERSATIE
CONVERSIE
OPTIMALISATIE
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BOODSCHAP
• wat is je boodschap?
• is de boodschap duidelijk?
• wat kan beter?
• keep it simple, stupid!
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BOODSCHAP
• wat doen jullie?
• is de boodschap duidelijk?
• wat kan beter?
• keep it simple, stupid!
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DOELGROEP
• bepaal je doelgroep.
• verpersoonlijken van de
doelgroep door definiëren
ijkpersonen.
• wat wil de doelgroep?
© ipsis 2013
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AMBITIE ENDOELSTELLINGEN
• …% meer bereik
• …% meer traffic
• …% meer conversie
• …% meer leads
• …% meer omzet
• …% meer winst
• …
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BEPAAL AANPAK
• straal autoriteit op je
vakgebied uit.
• geef de ijkpersoon de
content die hij wil.
• gebruik de middelen die
de doelgroep aanspreekt.
© ipsis 2013
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WAT MOET JE BIEDEN?
• relevante content
• relevante doelgroep
• relevant moment
© ipsis 2013
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DE TACTIEK
CONTENTCREATIE stap 2
CONTENTDISTRIBUTIE
CONVERSATIE
CONVERSIE
OPTIMALISATIE
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CONTENTCREATIE
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CONTENTCREATIE
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DE TACTIEK
CONTENTCREATIE
CONTENTDISTRIBUTIE stap 3
CONVERSATIE
CONVERSIE
OPTIMALISATIE
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CONTENTDISTRIBUTIE
• website / landingspagina*
• (e-mail)nieuwsbrief*
• persberichten*
• social media
• events
• magazines/brochures
• Slideshare
• Google (SEA) / Youtube
• display advertising
• …
© ipsis 2013
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CONTENTDISTRIBUTIE
• website / landingspagina
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CONTENTDISTRIBUTIE
• (e-mail)nieuwsbrief
© ipsis 2013
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CONTENTDISTRIBUTIE
• persberichten
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CONTENTDISTRIBUTIE
• website / landingspagina
• (e-mail)nieuwsbrief
• persberichten
• social media
• events
• magazines/brochures
• Slideshare
• Google (SEA) / Youtube
• display advertising
• …
© ipsis 2013
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DE TACTIEK
CONTENTCREATIE
CONTENTDISTRIBUTIE
CONVERSATIE stap 4
CONVERSIE
OPTIMALISATIE
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CONVERSATIE
• dialoog met uw klant
• social media
• nieuwsbrief
• forum
• balie
• servicedesk
• feedback tools
© ipsis 2013
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© ipsis 2013
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DE TACTIEK
CONTENTCREATIE
CONTENTDISTRIBUTIE
CONVERSATIE
CONVERSIE stap 5
OPTIMALISATIE
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CONVERSIE
• meld u aan / blijf op de
hoogte
• contactaanvraag
• bestelling
• conversatie
• mond tot mond
© ipsis 2013
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CONVERSIE
• meld u aan / blijf op de
hoogte
• contactaanvraag
• bestelling
• conversatie
• mond tot mond
• leadgeneratie /-opvolging
© ipsis 2013
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IPSIS LEADGENERATIE
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IPSIS LEADGENERATIE
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© ipsis 2013
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IPSIS LEADGENERATIE
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DE TACTIEK
CONTENTCREATIE
CONTENTDISTRIBUTIE
CONVERSATIE
CONVERSIE
OPTIMALISATIE stap 6
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OPTIMALISATIE EN
BEHEER
• proactieve ondersteuning
• web- en trafficanalyse
• A/B testen
• contentoptimalisatie/SEO
• conversieoptimalisatie
© ipsis 2013
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10,87% meer conversie
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DOORLOPEND PROCES
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WAT DOET IPSIS
1. tactiek
2. contentcreatie
3. distributie
4. conversie
5. optimalisatie
DOORLOPEND EN PROACTIEF!
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WAT DOET IPSIS
WIJ ZIJN UW
MARKETINGAFDELIN
G
WIJ ONDERSTEUNEN UW
MARKETINGAFDELING
+
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WAT IS UW VOORDEEL
1. marketingafdeling
2. experts
3. on- en offline
4. actueel
5. zichtbaar
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WAT LEVERT HET U OP
1. gestructureerde aanpak
2. diversiteit in contentitems
3. relevante content
4. verspreiding van content
5. meer rendement
MEER LEADS, MEER KANSEN, MEER KLANTEN
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© ipsis 2013
CREËER EFFECT
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WAT DOET IPSIS
1. tactiek: intake en maken van plan van aanpak
2. contentcreatie: welke types en frequentie
3. distributie: welke middelen en frequentie
4. conversie: inzet leadgeneratie en opvolging
5. optimalisatie: meten, analyse en adviseren
DOORLOPEND EN PRO-ACTIEF!