ENZA ZADEN
Web Marketing | Social
ENZA ZADEN SHAPE THE CUSTOMER JOURNEY FOR MAXIMUM ENGAGEMENT
Challenge
Enza Zaden alongside farmers and giants of the food industry
Enza Zaden, a cutting-edge company in the agricultural seeds sector, has faced a challenge of strategic importance: increase Brand Awareness and expand its range of action within the vast agricultural supply chain. The primary objective was to establish their leadership like irreplaceable point of reference for agricultural producers, distributors, the food processing industry and the giants of large-scale retail trade (GDO).
Strategy
Personalized Customer Journeys to engage and win over customers
To successfully address the challenge posed before us, we have adopted a multi-channel web marketing strategy carefully planned and articulated.
1.
Buyer Personas Analysis
This phase allowed us to better understand the needs, preferences and behavior of our potential customers, allowing us to adapt our marketing strategy more precisely and effectively.
2.
Personalized Customer Journeys
We have precisely mapped the purchasing journey and interaction of each potential customer, allowing us to deliver to them relevant and relevant content at every stage of the decision-making process.
3.
Implementation of tracking tools
The use of Google Tag Manager and Google Analytics provided us with an in-depth view of marketing campaign performance allowing us to make informed decisions and to constantly optimize our action plan.
4.
Multi-channel strategy
We have developed Lead Generation campaigns targeted on social business channels such as LinkedIn and Google search network. We have also implemented awareness campaigns on the traditional social channels of Facebook and Instagram. Finally, we harnessed the power of YouTube video network for vehicles engaging and informative messages.
Contents
How the content captivated our target audience
Content played a key role in engaging our target audience. For capture attention and arouse interest we created the headline “Seed Question”, which was the focal point of our multi-channel campaign.
We have developed targeted and personalized messages for each stage of the customer journey. Through the use of wow and targeted content we have managed to generate strong interest and interaction from ours Buyer Personas.
Results
Enza Zaden reaches more than 12 million views and reaches the entire agricultural supply chain
The results obtained thanks to the implementation of the web marketing strategy by Enza Zaden were extremely significant, confirming the effectiveness of our actions in achieving the set objectives.