Dijkman Zonne-energie

From externally purchasing leads to independently generating high-quality leads

Introduction

There are many ways for an organization to generate leads. One way is to acquire leads through external quote comparators, as Dijkman Solar Energy did. The biggest disadvantages of this approach are often low conversion rates and dependence on other parties. However, there are other ways to generate leads. Thanks to a new brand concept, a new website, and a new data-driven way of working, Dijkman now independently generates more than enough high-quality leads. You can read how we achieved this below.

Services

Awards & Nominations

European Search Awards - Best low budget campaign (PPC) Dutch Search Awards - Best PPC B2C campaign

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Dijkman

Meet the client.

Dijkman provides various types of solar panel installations from A-brand manufacturers. Dijkman Solar Energy distinguishes itself through a personalized approach with in-home advice from one of their advisors. The solar panels are installed by their own skilled technicians and they handle the VAT refund for customers, among other things. Dijkman is certified and affiliated with the Stichting Garantiefonds - Zonnepanelen & Zonne-energie (SGZE). The company's mission for the coming years is to become the most high-quality and well-known regional player in solar panels.

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The challenge

How do you generate enough leads on your own?.

Dijkman Solar Energy used to mainly buy leads from quote comparison websites before approaching us. Only 10% of all purchased leads actually turned into a contract, as people tend to request quotes from many different companies. The small and medium-sized enterprise (SME) came to us for a better online approach. It no longer wanted to rely on comparison platforms and instead generate its own online leads. "We ensured that Dijkman's website became a lead generator with sufficient volume and good quality," explained Stan Ros, Performance Manager at Adwise.

Our solution

Full-service approach.

As we always recommend for optimal results, we have developed a full-service approach. We started with the development of a strong brand concept, followed by the design and construction of a new website in the new house style, and the creation and execution of various campaigns across different channels. The measurability of lead to contract is important to make the entire customer journey transparent.

Brand concept based on core values

Approachable, down-to-earth, and honest.

"During two sessions, we determined the core values of Dijkman: approachable, down-to-earth, and honest. The desired image is professional, clear, and reliable, and the desired impression is quality, energetic, and reliable. Through a playing field analysis, we found that Dijkman distinguishes itself in quality and professionalism in the field of sustainable energy."

Positioning

Sunny and carefree.

The new logo features a powerful, open font with one element: a minimalist orange roof. The tagline communicates in one glance what Dijkman's customers do: 'Carefree profiting from the sun'. There is a small sun icon next to the word 'carefree'. 'Carefree' refers to the company's commitment to providing worry-free service to its customers in all areas, including quality, guarantees, safety regulations, fire hazards, and returns on investment.

All images on the website and other media will have a lens flare from the sun across the flat orange area and the photograph. This will make the connection with the sun even more visual without showing the sun everywhere. The slanted line is derived from the roof element in the logo, and the slope of the inclined plane can be varied freely depending on the type of communication.

The implementation of the new positioning can be seen everywhere, from the new website to the fleet of vehicles, in digital communication, as well as on the building and on the business cards.

Personal touch

Everything revolves around attention.

In the photos, we see a professional at work who is referred to by their first name. We do this to make it more personal, such as in a social media advertisement: "But what if the sun doesn't shine? Ask Hans." Or on a Dijkman van: "Installed without worries by Tom (and his colleagues)." We have also opted for a referral concept: if you refer someone who becomes an actual customer of Dijkman, you as the referrer will receive 100 euros.

Results

In numbers.

+445%

More assignments

5x more leads

In 1.5 years time via the website

1 out of 3

Leads to project conversion

+66%

More leads with the same budget

Satisfied customer

Response to the collaboration.

Dijkman is very pleased with the results. "Adwise has taken our online marketing to a higher level. We are no longer dependent on quote comparison websites and now generate high-quality leads ourselves. That gives us an advantage over the competition."

Stan also looks back on a successful collaboration on behalf of Adwise. "This case shows that even for small and medium-sized businesses that are mainly active regionally, there is a lot to be gained when online marketing reaches a mature level. This can be achieved in the short term at manageable costs. When we drew up the business case and had mapped out the investments and returns, the choice for us was quickly made."

Reactie van Dijkman

Dijkman is erg te spreken over de resultaten. “Adwise heeft onze online marketing naar een hoger niveau getild. Wij zijn nu niet langer afhankelijk van offerte-vergelijkers en kunnen nu zelf kwalitatief goede leads genereren. Dat geeft ons een voorsprong op de concurrentie.” Deze klantcase laat zien dat ook voor mkb’ers die vooral regionaal actief zijn veel winst te behalen is als de online marketing naar een volwassen niveau wordt geholpen. Dat kan al op korte termijn tegen kosten die te overzien zijn. “Toen we de business case opmaakten en investeringen en opbrengsten in kaart hadden, was de keuze voor ons snel gemaakt. ”, verzekert Ros.

Wil je ook meer leads genereren?

Ik denk graag met je mee!.

Stan Ros, Adwise performance manager

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