Samenvatting

Windrecht is a B2B lead generation office that connects clients to potential clients. At the moment Windrecht uses cold calling as the only way to obtain new clients. Windrecht does not use online channels, in order to obtain new clients. Besides, all the current clients came from the social network of the director. It has never happened that a potential client contacted Windrecht. Because of this, Windrecht wants to know what possibilities using social media and a business website can offer, with the aim of potential clients contacting Windrecht. For now Windrecht has a moderate website and a brief social media page on LinkedIn. This report provides an analysis and evaluation of a survey into how social media and a business website can be used to generate new-business appointments. This report answers the following main question:
- What are the main factors for Windrecht to generate new-business appointments by using social media and a business website?
This study contains a qualitative research in de form of in-depth interviews. A total of fourteen respondents participated in the survey, representing two target groups: potential clients and current clients. The main factors and information needs could be determined by investigating both target groups. Furthermore, the current clients have experience with Windrecht’s services and are able to give feedback on important and positive aspects of the services and their relation with Windrecht, which could be interesting for potential clients. By using the AIDA-model, developed by St Elmo Lewis, as theoretical framework, it is investigated how a lead generation office can attract the attention of the target group, what information interests the target group, what information convinces the target group, and how the target group wishes to get in contact. Furthermore, to get an optimal answer for the main question, a few other relevant sub questions were asked.
Several useful information for Windrecht was found. First of all, the target groups pay more attention to visiting websites of lead generation offices, than social media pages of the lead generation offices. They want to find extensive and clear information on the website, and brief information on the social media pages. The information they wish to find is divided in five groups. These are: (general) business information and information related to the services, process, experience and results, and last but not least information related to the financial aspect. Furthermore, the target group is interested in several kinds of content, textual and visual.
The conclusion of this survey is that there are many chances for Windrecht to generate new-business appointments by using social media and a business website. The website and social media use of Windrecht is not optimized for generating new-business appointments. First of all, one of the main factors is offering all the information the target group is looking for, on the website, and on de social media pages. The second factor is using LinkedIn, Twitter and Facebook. Windrecht only uses LinkedIn a little bit, while the target group also uses Twitter and Facebook. Another important factor is using search engine optimization (SEO). Also offering textual and visual content that is connected to the information needs of the target group is important. Another important factor is that the visitors need to feel free to contact the company. Last but not least, having several call to actions on the website and the social media pages is very important.
Based on the research and conclusion, six recommendations are made. The first recommendation is to write all the information that is discussed earlier, and divided in de same five groups. The second recommendation is to ask current clients if they are willing to write a testimonial. The third recommendation is to create specific textual and visual content, which can be found in chapter six. The fourth recommendation that is made is to rebuild the website following a specific format, which can also be found in chapter six. The fifth recommendation is to start using LinkedIn, Twitter and Facebook actively, with the emphasis on LinkedIn. The last recommendation that is made is to hire an intern to get started with the implementation of the discussed recommendations, under the guidance of a few employees.