Improving with a difference: online lead generation
Brand
Etteplan
Etteplan provides services in the field of technical documentation, engineering, software and integrated systems.
A good start: Blockbuster content
In a few brainstorming sessions, together with Etteplan, we thought about who we wanted to reach, with what message, and with what resources. Of course, the budget and timing were also taken into consideration. We decided that the common thread of the campaign would be ‘Improve’. Because improving and making an efficient production environment of tomorrow is the core value-add of Etteplan.
We bundled Etteplan’s internal knowledge and expertise into an e-guide. We also call this blockbuster content, or in other words: a piece of content on which you can base your entire campaign. We combined external research from analysts with the expertise and experiences of Etteplan employees and customers. We were then able to break this content down into a number of in-depth blogs and social media posts.
Next step: Online lead generation campaign
Good content alone doesn’t reach your target audience. So how did we do that? By advertising via LinkedIn.
With LinkedIn you can approach a relatively small target group in a very targeted manner and then easily measure the effects. We rolled out the online campaign in various phases.
Some of the content was free to access, but if you wanted to read the full e-guide then we asked that you kindly leave your details. This ensured we had a way to capture emails addresses: aka lead generation. The combination of promoting inspiring blogs that were free to read and an e-guide behind a registration form, we were able to achieve both objectives: drive awareness and generate leads.