Obton invests in and develops sustainable solar energy projects. The Danish company established itself in the Netherlands a number of years ago and wants to increase renewable energy together with municipalities and project developers. To show these target groups who Obton is and what makes their solar panel work successful, De Wolven boosted awareness with publicity. But attention alone is often insufficient to drive sales as well. Together with Digital Movers, we started to use valuable content to move potential customers towards a contact moment with Obton.
Approach: a complete funnel
For Obton we used a funnel approach in which PR content and marketing activation via online and offline channels go hand in hand. We created media awareness among the target group about the added value of solar panels. This awareness was followed up by Google Ads campaigns to generate interest. This interest, meanwhile, was again supported by pitching stories about successful previous collaborations and to key media outlets. Then Digital Movers again took care of bringing traffic to the website via LinkedIn. These leads were followed up with a lead nurturing mail program.
Ultimately, the approach resulted in 123 leads in nine months. The actual ad cost per lead was €67 euro. In online marketing terms, that’s a very good score. If we look at our value in the first few months, it is mainly the large reach with different types of media. For example, attention in the AD helped make municipal teams familiar with Obton. And the articles in the trade media (sustainability and solar energy) did a good job of boosting Obton’s reliability. The paid editorial content was a good way to influence municipal teams with Obton’s expertise.
"Obton was the trigger for me to always consider the question behind the question in our advice to customers from now on. Yes, more familiarity, but why? When companies enter the Dutch market, for example, there is also a great need to bind new customers. Then you need to look further than just broadly introducing the target group to the organization. Joining forces with online marketing so that the content you create is also offered at the right time in the customer journey is of great added value to actually generate leads."Jill Bakker, PR Advisor