Wavin is the European market leader in solutions for sustainable management of rainwater, drinking water, gas and waste water. Wavin also supplies energy-efficient heating heating and cooling of buildings, electrical, telecom and industrial applications.
For Wavin, content marketing was a container concept: the team knew they had their work cut out for them, but they did not know where to start. There was a need for a clear content strategy and creation for the chosen channels, being blogs, LinkedIn, Twitter, Facebook and Instagram.
First, we started by making a content strategy. The chosen channels were the product of this plan. The company has three important but very different target groups; therefore we devised content categories and themes, that are appropriate for the customer journey of each target group. We wrote the English language news items for Wavin Group that could then be translated by the other European sites. The Wavin Group channels served as an example for the teams in the countries. From February 2016 until now, almost all content on wavin.com/news has been written by us.
Wavin regularly sets up targeted marketing campaigns for one of their three target groups. We have committed ourselves to rolling out these campaigns online through blogs, advertising campaigns and social media channels. For Gear Up I and II we used targeted content and advertisements. The primary goal was to reach plumbers in the CRM. And not without success!
Another important campaign was the storm water management campaign, where we put Wavin on the map as a thought leader and solution provider. All online materials for the wavin.com/toolkit have been developed by the Social Marketing Doctors team.
- all target groups in CRM
- more leads
- more web traffic
- expansion of the online community
- thinking from solutions improved
- influencer marketing: content co-created with important influencers
- Wavin has been given a human face
- questions come in through social media
- blog content contributes to an improved Google ranking
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Emiel van den Boomen
Marketing manager, Wavin Group
“What I love about Nicoline and her approach is her untiring enthusiasm to bring the social media performance of our company to a higher level. Nicoline doesn’t take no for an answer and always quickly finds ways to solve problems or embrace new challenges. She is a real people-person, understanding the untapped value of employees when it comes to social media and social selling. Her drive to improve the company is infectious and for sure has opened the eyes of many within our company.”