Drupal multisite for Facilicom

A new mindset: data-based marketing

As a first step, we created a Drupal multisite platform and strategy, followed by a partnership in which iO experts took care of marketing and complete SEO/SEA optimisation. Our experts also introduced a new approach to Facilicom: making decisions based on data.

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Challenge

Pour various identities, KPIs and expectations into one story.

Solution

Data-driven marketing, strategy and development that honour the unique character of each business.

Facilicom and iO: loyal partners

Facilicom and iO have been working on a better digital experience for Facilicom, the subsidiaries and all customers for a few years now. These days, we focus on development and optimisation, besides migrating the various websites that are a part of Incluzio today.

As the preferred partner of the various Facilicom organisations, we know each other through and through. We are more familiar with the needs, expectations and people of the subsidiaries and know how to tell the Facilicom story in the best way – without losing sight of the business interests.

Because of our collaboration, we can grow as Facilicom’s preferred digital partner. One organisation, various business units with separate ideas, KPIs and expectations. Delivering custom work for each business unit yet still serving Facilicom as a whole. A lasting challenge we’re happy to keep tackling.

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A Drupal multisite architecture for simplicity in maintenance

This unique, although complicated, setup turned into a maze of over ten websites. The technical development, security updates and rolling out of new features across various websites therefore became costly and inefficient. Luckily, our strategists and functional architects already had a solution. One that considered the technical expectations and content management.

That solution: a Drupal multisite, for which we elected to put a single basic instalment profile at the core of the various Drupal websites. That approach ensures that every site can have a flexible layout and that the content of the individual businesses is kept in separate silos.

Thanks to automated launches, security updates and new features in the basic system can be rolled out with just the press of a button across the various businesses.

HubSpot: the foundation for multisite marketing

In the months after delivery, we worked hard to migrate the various subsidiary websites to the new multisite platform, including facilicom.be and facilicom.nl. That allowed us to create a perfect balance between centralisation and flexibility for every business individually. And that was just the beginning.

The various sites are integrated seamlessly into a HubSpot architecture that takes on the job of leading CRM and has countless marketing automation flows.

That way, we can provide cross-selling and upselling in HubSpot, starting with the unique services the various business units offer (such as cleaning and security services) and highlighting the services instead of the brands alone.

More importantly, we set up an in-depth marketing and data dashboard for every business unit. For instance, every team can access its digital performance records with a single click.

SEO and SEA synergy

Today, SEO and SEA also have a place in the digital operations of Facilicom and its subsidiaries. That resulted in an efficient synergy of search marketing. Due to a renewed focus on attracting relevant website traffic, we set up a thorough SEO journey supported by ads. Customised to Facilicom, while respecting the interests of each business unit.

With our SEO strategy, we conducted thorough keyword research before we created the right content, which worked well for our ads. Numbers and data determine the decisions today, instead of vague gut feelings or impulsive ideas. We’re proud of that.

Informative, inspiring content, carried by a thorough strategy

Content is king in any sector, so that goes for Facilicom and its subsidiaries. We support Facilicom with blogs, white papers, and web copy – all geared towards boosting the business of every individual company. Content that inspires potential customers to contact the business and gives the public a sneak peek behind the scenes of Facilicom, Gom, Trigion and other subsidiaries.

Data is also vital to the content. Aided by clearly communicated KPIs, such as the number of conversions and the website traffic, the various teams have clear insight into which content pieces work and can be boosted. That allows our experts to work with new trends, optimise content and develop the digital business.

Our collaboration in numbers

>5

years partner

100000

contacts in database

300

workflows in HubSpot

About Facilicom

The businesses that are a part of Facilicom Group are all leading players in their respective industries. The most well-known brands are Gom (cleaning), Trigion (security) and Facilicom Solutions (facilities services). The family business doesn’t just operate in its home country, the Netherlands, but is also a household name in Belgium.

Facilicom is a combination of facilities companies that put customer excellence at their core, as well as innovation and the expertise of its people. They are a single brand but care about the various independent subsidiaries and their products and services – and, therefore, their target audiences and marketing strategies.