Online Marketing & Performance Tracking

Your content marketing partner

We write engaging texts to tell your story, producing carefully-researched content, images and videos that speak your language and target the right audience. Using digital marketing channels, we implement both brand and direct marketing campaigns to generate interest, ensure your customers have an enjoyable experience and that your content marketing achieves its objectives. We measure the relevant data through performance tracking and analytics and then carry out ongoing tests to make continuous improvements. This gives you an overview of your business affordables and KPIs.

 

 

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Content marketing and storytelling


Inspiring content and animating images

To avoid getting lost in the melee of advertising messages, you need to skillfully choose and broadcast the relevant messages for your target audience or customers. The right kind of content provides in-depth knowledge using the right language, so your target audience is in no doubt that you’re talking to them.
Content marketing can be broken down into the actual content and the information it provides. Storytelling puts your content into the right words. Not only will your target audience understand your content, but they’ll also really take it on board. The content itself takes the form of for pure text, inspiring images and videos.

Why is content marketing important? 

When displaying search results, search engines place the highest priority on the right kind of content. As part of this, your content must target the right audience. That's why we apply the motto "content is king".

When do we use content marketing? 

Content marketing and storytelling come into their own for effective business marketing by using the relevant messages. For online-shops, this means advertising your own products. For companies, it’s all about creating a brand identity and, for not-for-profit associations, by engaging with your target audience.

 

 

The approach we use at B-works 


Phase 1 - Content planning

Firstly, we work with you to define your objectives, together with your target group and customer personas. This enables us to determine your content requirements and the target messages to deliver within your content. In addition, we work out the relevant trigger words (the words that will be important to the various customer persona). Based on these first steps, B-works creates the structure for your web content and arranges this according to topics. We draw up an editorial plan according to the defined topics. This sets out the content, scope and frequency for publications


Phase 2 - Content creation

The second stage is to create content for your website, as well as for your corporate communications and various campaigns, taking into account the relevant information for your target group. This is where choosing the right words and phrases is of paramount importance. Content is created and published on an ongoing basis and according to the editorial calendar. This helps you to build a sustainable relationship with your target audience. 

Read more about our approach to conversion optimization in our blog post on this subject!
 

 

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Online Marketing


Attracting and engaging the right audience

Online marketing is divided into organic (non-paid for) and paid-for activities. 

Organic, non-paid for activities include:

  • On-page and off-page SEO (search engine optimization)
  • Content marketing, e.g. blogging on your own website
  • Social media marketing, e.g. Facebook, LinkedIn, Instagram, XING, Twitter, YouTube
  • Influencer & blogger marketing (collaborating with people who work within your sphere of influence)

Paid-for measures include:

  • Paid-for guest reviews on your own blog
  • Paid-for content marketing such as sponsored posts on news pages
  • Paid-for advertising on social media 
  • Paid-for posts by influencers/bloggers
  • Display and banner advertising on the Google Display Network (e.g. on news websites)
  • Affiliate marketing

An integral part of the marketing mix (the 4 P's: product, place, promotion and price) is to define and address the right target group. In addition, you need to define your pricing and marketing channels. It’s essential to define your target audience in terms of demographics, behavior and personality. You need to address them in the right way by using the right marketing techniques. One of the benefits of getting the right match in terms of your products and customers is a higher conversion rate, i.e. the number of visitors to your website who buy a product online.

 

Why is online marketing important? 

Online marketing is essentially different from classic (offline) marketing as follows:

  • It’s easier to be more accurate when defining your online target group. This means you can pinpoint the right audience through online marketing channels using characteristics such as age, gender, buying interests, hobbies and the predisposition to travel.
  • It’s easier to define the scope of your marketing campaigns, with local right through to global campaigns that can open up the global marketplace as part of scalable advertising.
  • The effectiveness of your marketing campaign such as the number of products purchased or sales made according to your allocated budget can be precisely measured using analytics tools.
  • Data on user behavior can be broken down into short, repetitive cycles where products and marketing strategies are continuously refined so you use your budget more efficiently (conversion optimization).

 

When should we use online marketing? 

Online marketing is useful for reaching your target online audience. In most industrialized countries, regular Internet users represent about 90% of the population, which means you can reach all these people through online marketing.

 

The approach we use at B-works 

Our first step is to collaborate with you to define your business objectives (e.g. sales and product purchases within your online shop), as well as the KPIs to measure your success. 

Next, we set up your marketing plan and define this using your marketing data. Therefore, we can calculate your (advertising) budget per purchase (cost per conversion) to achieve maximum efficiency and most profitable effect.

The third step is to use a small test budget to test the effectiveness of different online marketing channels (conversion rate) based on the different target groups. After a test period of about one month, we analyze the data and dispense with the marketing channels that have the worst results, while dividing the remaining budget across the more profitable marketing channels.

Our ongoing approach is to optimize campaigns on a monthly basis for the various channels (e.g. AdWords) so we can reduce the cost per click and cost per conversion. This increases the campaign’s profitability (by either maintaining or increasing sales).

 

 

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Performance tracking, measuring analytics data and continuously improving efficiency


The approach we use at B-works 

By performance tracking, we mean collecting user data and tracking its progress. This analysis identifies the performance and use of a website. Then, we can take the right action. This enables us to optimize the conversion rate and on-page performance

B-works mostly uses the Google analytics tool: Google Analytics captures user behavior and website performance. We also can collect extensive data on individual subpages. In doing so, we uncover the various metrics such as the time spent on a page, the use of specific keywords and keyword combinations, the number of interactions and user behavior on individual pages.

 Why and when is performance tracking important? 

Performance tracking is important because it means we can see whether our previously-defined marketing objectives have been achieved. This form of web analytics allows us to see both the strengths and weaknesses of the various web pages. We can then take action to continuously optimize page performance
Performance tracking also allows us to define the KPIs, e.g. the number of users, the bounce rate or interaction rate. Other data, e.g. the pages visited, previously visited or the path taken to a web page (organic or paid-for...) are also very important. Moreover, in addition to measuring data for the entire website, we can segment the data for individual pages can and measure this, e.g. data from a specific campaign or individual product categories.