Who is Renske Natural Animal Nutrition?
Renske Natural Animal Nutrition is known for its high-quality pet food and snacks. With 18 dedicated team members ranging from sales and marketing to warehouse and financial services, the organization focuses on natural animal nutrition in the highest market segment. Unlike many other pet food companies, Renske Natural Animal Nutrition offers a wide range of nutritional options, with variety and combination being key.
The start with HubSpot CRM
The collaboration between Renske and Bright Digital began in 2019. In the early stages of online visibility, Renske Natural Animal Nutrition understood the potential and the need to reach their target audience online. As one of the pioneers in their industry, they began selling products online. When the organization wanted to expand further with online sales and branding, the partnership with Bright Digital began. The focus of the partnership was initially on the design and development of the new website in HubSpot CMS and the implementation of HubSpot as their CRM. Elma van den Berg, Managing Director at Renske, explains: "There was a need for one system in which the sales, marketing and customer service staff could work, in which all information about customers could be found."
After the website was transferred to HubSpot CMS, Renske also began Inbound Marketing. For a year, an Inbound Marketing Specialist from Bright Digital spent one day a week at Renske's office to show Renske's team how to use HubSpot as well as keep Renske's marketing machine running at full speed.
From HubSpot CRM to CMS, Marketing and Sales Hub
The website combined with the webshop serves as a powerful tool for online findability and sales. Although the aim has always been to transform the website into a community about animal nutrition, with a specific focus on knowledge sharing. Niels Horrevoets, Marketing & Sales Manager at Renske Natural Animal Nutrition, shares, "We see the website more as a tool, not a goal in itself. We would like to be able to share substantive knowledge with our potential customers." This makes the website's approach very much in line with the philosophy of Inbound Marketing.
Renske actively uses HubSpot's CRM, as well as the Marketing Hub and Sales Hub. Niels emphasizes the importance of the HubSpot dashboard and its reports, which he uses to see the activities of the reps. The dashboard, set up together with Bright Digital's experts, provides insight into the activities of field sales reps, while the inside sales reps focus on customer service and request registration using HubSpot.
Renske van den Berg herself, the founder and product developer of Renske Natural Animal Nutrition, also uses HubSpot CRM in a unique way. When someone has entered in a form on the website that they prefer to receive personal advice, this is recorded in the CRM. Renske personally calls all these individuals to provide them with advice. She does this without a commercial point of view, but because she really wants the best for the animals.
Inbound Marketing and Campaigns
Renske and Bright Digital have collaborated on marketing campaigns with the goal of establishing authority in the field of animal nutrition. By investing in SEO and high-quality content, we were able to obtain several featured snippets in Google search results, establishing Renske as an authority in the industry.â
In addition to creating knowledge-rich blog articles and white papers, such as guides on weight management and other informational cards, we also created other unique campaign assets for Renske. Below you can see some examples.
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The nutrition calculator
The nutrition calculator allows a user on the Renske website to find out exactly what the recommended amount of food for a dog is per day. As a Call to Action, after the result of the calculator the user can choose to obtain personal advice or look up a point of sale of Renske Natural Animal Nutrition.
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Point of sale module
Besides the web shop, Renske sells the food mainly at affiliated points of sale. In order to make it clear to potential customers where these outlets can be found, we have set up a point-of-sale module. This module consists of an interactive map of the Netherlands and Belgium where all sales outlets are shown. The module is linked to Google Maps, so that a route to the desired point of sale can be planned directly from the module.
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Tasting boxes as an inbound offer
As a unique inbound offer, a customer can order a tasting box of pet food in order to try the product. This inbound offer has proven to be a great success. For example, the tasting box for skin and coat problems in cats has been requested no less than 14,000 times since going live! This is approximately 5,000 requests per year and the number of requests is still growing.
Proud of the results achieved
The effect of the collaboration between Renske and Bright Digital is clearly reflected in Renske's website visitors over the years. In 2020, the website had about 91,000 visitors and in 2021 this grew to about 475,255.
2023 has also produced remarkable results so far, with website visitor numbers significantly exceeding expectations. Indeed, until the fourth quarter, the goal was set at 600,000 visitors, but this has ended up being more than 880,000! This is already more than the approximately 810,000 visitors the website had in all of 2022.
"More than 50% of the website traffic is organic."
Working with Bright Digital as a HubSpot Partner has not only led to a significant increase in visitors, but has also positioned Renske as an authority. In fact, more than 50% of the website traffic is organic. This means that the website was found by visitors in online search engines, without being paid for with advertisements.
The transparent communication between both teams contributed to achieving these successes. "The cooperation is based on trust, open communication and an ever-evolving process in which both parties continue to optimize," said Niels.
Technical implementations and website optimization
Bright Digital' s technical support, such as migrating the website to HubSpot CMS and implementing website optimization, has contributed to significant improvements. Continuous work is being done to optimize the Core Web Vitals to ensure that the website's technology also results in good SEO rankings. In addition, work includes pillar page templates and optimizations, such as mapping product lines for SEO. To further boost SEO and provide better content for visitors, we set up an FAQ and added step-by-step modules to the blogs.
Furthermore, we optimized the website by making the website structure and navigation menu less about product focus and more about knowledge sharing.
Bright Digital as a HubSpot Partner
The team at Renske Natural Animal Nutrition looks with satisfaction at working with Bright Digital as a HubSpot Partner. Elma shares, "On the basis of trust, we have built a good business relationship. The interaction between the two companies is very nice." Niels adds, "We experience Bright Digital' s personal approach as very pleasant. We are well involved. In addition, it is a real collaboration: not a rigid framework, but rather an evolution that you work on together."
Are you also looking for a HubSpot Partner who really thinks strategically with you and allows your organization to grow? Schedule a no-obligation meeting with us and let's get acquainted!
