PPDS - Online Marketing
Customer
PPDS - Philips Professional Displays
Our role
Strategy
SEO & Analytics
Content Creation
Deliverables
SEO rollout
Organic content LinkedIn
Date
2024 & 2025
For 2024 and 2025, PPDS commissioned us to develop and execute an online marketing plan, with the goal of increasing brand visibility and reach through its website and LinkedIn platform. The briefing for this assignment was clear: leverage the strengths of these channels to reach relevant audiences and drive engagement, without using Search Engine Advertising (SEA).
The marketing plan should support PPDS in creating an effective content strategy, aimed at delivering valuable and informative content that appeals to different target audiences. It is also important to increase visibility through SEO (Search Engine Optimization) so that the content is easily findable by the right people. We got to work with full focus on organic growth and strategic content optimization.
SEO optimization
For SEO, we work with our neighbors at Webiteers. With their expertise, they are a perfect partner for developing and implementing targeted SEO optimization. First, we clarified the current status, after which we were able to focus on strengthening the most important pages and keywords for the English market. This lays a solid foundation for multilingual expansion.
We started working according to a phased approach:
- On-page optimization: We first focused on the essential on-page elements, such as page structure, improving the loading speed and usability of the website.
- Meta-titles: We ensured that each page was provided with an optimized meta-title, containing the most important keywords and appealing to both users and search engines.
- Optimization of key pages: We worked on optimizing key pages for the English audience. By using the right keywords and tailoring the content to users' needs, we increased the chances of better ranking in search results.
- Iterative process: As we make progress in optimizing English pages, we learn from performance and extend the strategy to other languages. This ensures that we continuously improve and refine our approach as we collect more data.
To monitor progress and share results, we organize monthly reports where we discuss the performance of SEO efforts. Google Analytics plays a crucial role here to gain detailed insights into user behavior, page performance and the overall effectiveness of the optimizations performed.
This phased approach allows us to implement the SEO strategy systematically and effectively, with a focus on achieving quick successes in the early stages and creating a sustainable long-term strategy.
Let's work together on your future. Contact.
LinkedIn & content creation
Not only do we support PPDS in the analytical area of SEO, but also in content creation and Social Media. For the website, our role was to follow Webiteers' SEO advice to make the website as strong as possible. However, our biggest role was in optimizing the presence of PPDS's vertical markets on the social media platform LinkedIn.
As a first step, we rolled out the LinkedIn, for which we created 4 new showcase pages for the vertical markets: Hospitality, Retail, Corporate and Education. Because these markets all have such specific audiences, they deserve their own page in addition to the general page. After all, a university director is often interested in different products than, say, the shop manager of a clothing store. For each page, we designed a recognizable corporate identity that complies with the PPDS guidelines, but stands out from one another.
Since new pages do not yet have "followers," we have developed a cross promotion plan that utilizes every available page to enhance each other's visibility and reach.
Organic content
Once the cross promotion plan was in place and the various pages were visible and had reach, we could move on to the monthly creation of content for the LinkedIn pages and, where appropriate, the website. For this we again joined forces: the expertise of PPDS through input, and the creativity and knowledge of us to turn it into quality content.
The process of populating LinkedIn pages is structured using a content calendar and Coosto - a specialized content management tool. By establishing headings in advance and providing a guideline for the schedule, we can work efficiently ahead and continue to optimize.
Project Monitoring
You can probably imagine that a project of this size also requires a lot of project monitoring. Therefore, the role of the project manager is constantly about coordinating, monitoring and optimizing all aspects of the project within the agreed time, quality standards and budget. With effective project monitoring, you ensure that the process remains structured and the results align with the project's objectives.
Strategic optimization in a team context
For continuous optimization, it is essential to regularly monitor and report on the progress of all work. We therefore prepare monthly reports, schedule weekly online meetings and have almost daily phone or email contact. We at AlienTrick value the good customer relationship with PPDS and therefore want to maintain the strong partnership well. These many contact moments are therefore important not only to maximize optimization, but also to ensure that we feel like one team, despite being 3 different parties working together.
In addition to the daily, weekly and monthly touch points, we host a comprehensive quarterly physical meeting, focusing on both strategy and reflection. The first three quarterly meetings are entirely devoted to strategic progress. We analyze our current status and approach, discuss opportunities and challenges, and determine which follow-up actions to prioritize. The goal is to continuously improve and proactively respond to changes within the market and our organizations.
The fourth and final quarterly meeting is devoted to evaluation of the entire year. We look back in detail at the results achieved and reflect on the processes and cooperation. What went well? What bottlenecks or areas for improvement did we encounter? And how will we proceed in the future? Based on these insights, we keep the plan clear and ambitious, so that we can continue to build on our growth together with confidence and focus!
A little sparring?
Strategy Director
Send us a message
If you fill in your details, we will contact you quickly.
You can also call us: +31 (0)74 76 20 200, gladly even!