Enhance company growth by website relaunch
The CRM market is on the rise and blueboard, a small CRM consulting company, has no clear actions defined to promote their services. A customer-centric digital marketing base, like a new website including SEM, content marketing or email marketing is expected to enhance company growth by one employee in the first year.
Fabian Witschi, 2019
Bachelor Thesis, blueboard GmbH
Betreuende Dozierende: Martina Dalla Vecchia
Keywords: Search engine marketing, digital marketing, online marketing, content marketing, email marketing, website, website relaunch, website concept, SEM, SEO, SEA
blueboard is a consulting company that focuses on the B2B mobile CRM solution called Pepperi. Apart from a website that has not been updated in the past four years, and some LinkedIn activities, there is no such thing like marketing in place. Today, the annual workload equals about 12 mid-sized projects and leads are mainly contacts coming from Pepperi, which is sufficient to occupy the current workforce. Because blueboard intends to grow in both project workload and employees, a new marketing concept to address the audience's desires is urgently needed in order to increase lead generation and consequently increase occupancy rate. blueboard targets to hire one additional employee in one year.
The work has been divided into three main parts: Theory, empiric and practice. The first part includes an extensive literature research mainly on digital marketing, website relaunch and search engine marketing. The second part intends to consider competitors in terms of a SWOT analysis and website benchmarking, latter also includes others than competitors. Additionally, supportive Google tools have been tested intuitively, too. The final part has been derived based on the findings from part one and two: A comprehensive approach towards successful digital marketing is the final outcome which shapes the practical suggestion. A marketing persona from internal data analysis supports the customer-centric approach.
There is no doubt that a website relaunch with functioning search engine marketing, content marketing and email marketing is the path blueboard must take to successfully promote their expertise to the audience. The SWOT analysis (competitor: Salesforce) has revealed blueboard’s USPs: Pepperi is fast and easily configurable, it is mobile and thus also offline available. A website benchmarking analysis considering Apple, Salesforce and Pepperi, has shown that even big players lack in performance, whereas blueboard could benefit from and move a step ahead.
Essential digital marketing practices in B2B in the form of suggestions and processes, such as a keyword strategy, a content publishing plan or a performance monitoring process have been discussed extensively. It is estimated that blueboard needs 8 additional projects to engage an additional employee, which in turn requires at least 5000 website visitors. The actual development of the website will be outsourced to reduce costs, and diagrams (use cases and wireframes) provide a first impression of the expected result. Finally, a roadmap clarifies timely questions, like the targeted go-live date by the end of September.
Studiengang: Business Information Technology (Bachelor)
Fachbereich der Arbeit: Wirtschaftsinformatik & IT-Management