RAAK On-Site optimises the customer journey of GAMMA customers

How to inspire and advise DIY enthusiasts with research-driven content marketing

Client
Challenge
Each and everyone of us can realize home and garden projects. That’s something GAMMA is overtly convinced of. However, many people start working in their homes and gardens, and get stuck by a lack of experience, information and preparation. How can we make those jobs easier and enjoyable for everyone?
Approach

To optimally help DIY enthusiasts in preparing their jobs, RAAK helped GAMMA develop a content strategy based on thorough research. Through data research into online search behavior, collecting real customer questions and interviews with DIY experts, we not only created relevant do-it-yourself advice, but also created a well thought-out site architecture and marketing automation flows.  It also helped us to provide consumers with relevant information, step-by-step plans and DIY videos that answer their questions and needs. This personalized approach will make it easier for them to take the next step in their customer journey.

To set up this methodology efficiently, GAMMA wanted an in-house inbound marketing expert at the helm of the project. That's why a RAAK On-site consultant started working at the GAMMA offices merely three days after the initial phone call. Because the consultant is physically involved in the GAMMA marketing team, a number of concrete projects could be set up swiftly. The direct line with the right sparring partners and stakeholders played a crucial role in the success of the proposed strategy.

Projects in which the RAAK On-site consultant played a key role
  • Facilitating and moderating a customer journey and ideation workshop
  • Conducting keyword and content research
  • Creation of landing pages and url structures
  • Screening and finetuning web page SEO
  • Building a Google Data Studio dashboard
  • Constructing lead generation campaigns and a supporting mediaplan
  • Setting up marketing automation flows
  • SEO reporting and monitoring of SEO keyword rankings
  • Development of a research-driven content marketing methodology
We took care of
Strategy, production and campaign management, media planning, analysis, reporting.
Category
RAAK On-Site