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From well-known name to clear market positioning
FROM WELL-KNOWN
NAME TO CLEAR
MARKET POSITIONING
- CLIENT
Visma
- TARGET AUDIENCE
Belgian entrepreneurs and accountancy firms
- EXPERTISE
Content marketing
Copywriting
Design
Digital advertising
Marketing strategy
Paid media
CHALLENGE
Thanks to previous campaigns and sports sponsorship, the name Visma is firmly on the radar. The next step was to strengthen the positioning: making clear to Belgian entrepreneurs and accountancy firms that Visma is the leader in business software.
STRATEGY
Our campaign focused on strategic visibility and building awareness around Visma’s activities. The starting point for the positioning campaign was the following question: what do Belgian entrepreneurs and accountancy firms really know about Visma? Insights from Kantar market research formed the basis for content tailored to the concerns of today’s entrepreneurs and accountants: digitalization, efficiency, automatization, and trust in the right software partner.
From there, a smart media mix was developed. No one-shot advertisements or fleeting impressions, but a consistent ecosystem with content, advertising in multiple media, and branding. For example, a hub was created for the business papers De Tijd and L’Echo with five substantive articles in Dutch and French. Each article addressed current topics such as e-invoicing, sustainability, or AI in accountancy. The printed front pages made it impossible to miss.
In addition, advertising campaigns ran on Google and LinkedIn in two phases. The first phase achieved broad reach through static visuals; the second phase used video content, testimonials, and snippets to retarget earlier visitors with real stories.
Everything led to one central anchor point: the landing page watdoetvisma.be, designed by us. This is where all story lines came together – clearly structured, optimized for mobile, and with room for both clarification and referral to the Visma business units.
RESULTS
The aim of this campaign was to raise awareness and clarify what Visma stands for: what they offer, how they understand entrepreneurs and accountants, and how they address their needs. Therefore, the focus was mainly on qualitative visibility and engagement.
Throughout the entire campaign (from January until April 30), more than 8.8 million impressions were generated. With over 210,000 clicks and an average CTR of 2.4%, interest was remarkably high for an awareness campaign. The landing page reached more than 25,000 visitors.
The best performing channels?
Bloovi really hit the mark with CTRs of up to 9% and long reading times for the articles.
Google Ads (Search, Display & Video) provided reach at a low average CPC of €0.47.
LinkedIn generated targeted traffic with the right target groups. As always, the price per click was a bit higher, which can be explained by the high quality and focused targeting.
De Tijd and L’Echo combined credibility with volume – almost 1.3 million impressions and an average reading time of 2m44 per article.
During phase 2, while focusing on videos and retargeting, Visma noticed a significant increase in engagement and CTR, while the CPC reduced. Also noteworthy is the fact that 74% of traffic came from mobile.
“All Colors provided a surprising mix of advertisements and thought leadership articles to make Visma’s solutions top of mind, while we were capitalizing on the momentum of cycling during the spring classics.”
Jarno Voigt
PR & Communication Manager, Visma Benelux
MAKING SOME NOISE IS ONE THING;
BEING RECOGNIZED AS A LEADER TAKES MORE.
LET US HELP YOU SHARPEN AND STRATEGICALLY
ROLL OUT YOU BRAND'S STORY.
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the success of a story depends on what you do with it
Reaching KPI's - that's what it's all about. We are one of the few agencies in the Benelux to combine the strengths of PR, (digital) marketing, content and design in-house. This gives us the opportunity to translate the most complex questions into successful result-driven campaigns.