August 3rd, 2020

Codedesign, a leading European digital marketing agency, recently partnered up with roof windows and roof windows blinds manufacturer Velux to create a localized marketing strategy at scale, which was based on On-Page Search Engine Optimization in a selected group of countries.

As a brand with such a wide-reaching audience base, Velux eCommerce strategy has a heavy emphasis on localization. This means having custom website and digital marketing strategy to serve each market. However, creating a localized marketing strategy at scale is highly resource intensive when done in-house.

That’s why the Velux marketing team challenged Codedesign with the task. The following markets were selected for localization and optimization: United Kingdom, Poland, Netherlands, France, Italy, Germany, Austria, Belgium, Czech Republic, Denmark and Hungary.

The digital marketing strategy was focused on On-Page SEO for each of the target languages. Unlike investing in paid media, which incurs costs each time an ad is clicked, SEO is singular investment that brings continuous, long-term results. Additionally, organic traffic is highly qualified, making SEO a lucrative marketing channel.

“Our mission was to make our SEO strategy as hyperlocal and customer centric as possible. While there is language overlap between some markets (ex. Germany and Austria), there are subtle differences between the languages that effect search patterns and user behaviors,” the agency argued.

To make sure that each text was as relevant as possible for the local market, all copywriting was performed by a native speaker of each country. For certain markets, the agency also incorporated a content marketing strategy. The objective for using content marketing was two-fold.

“Written content is a powerful catalyst for SEO, as it helps us to increase keyword density, introduce latent semantic indexing (LSI) keywords and engage website audiences,” the agency argued. “Content is an important part of brand building and storytelling.”

As a brand, Velux is more than a window manufacturer; they are thought leaders in home renovation and design, with a core mission of bringing more natural light and fresh air into the home. That’s why Codedesign wanted to use their content marketing strategy to position them as such.

The agency produced a series of blog articles focused on adding value for users in the various stages of their customer journey. By layering article themes that were inspirational, educational, or practical, the agency appealed to these different audience segments based on their unique motivations.

With headquarters in Portugal, Codedesign helps connect its clients with their audiences worldwide. The agency’s team of creative thinkers and data-obsessives builds borderless digital marketing strategies focused on driving qualified traffic, increasing leads, boosting sales, and scaling profits.

Content marketingResearchSearch Engine OptimizationStrategyVelux