Targeted lead-gen and international multisite for Gosselin

Gosselin and iO, working together for international growth

Gosselin was already present in more than 30 countries but wanted more leads — especially from individuals. And our teams have enthusiastically helped with that. Where all leads for this segment originally came from paid campaigns, there is now a better balance between campaigns, SEO, and other sources. We are happy to tell you more about it.

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Challenge

Generate more leads in the international re-location sector

Solution

A strong digital ecosystem and international advertising

About Gosselin

The Gosselin Group started in 1930 as a one-man company in Antwerp. Today it is an international group of companies with a staff of more than 1000 colleagues. Gosselin provides relocation services and specialises in moving families, employees of companies, diplomats, and military personnel.

To the website

Our collaboration in figures

<50

CPA in Euro

1

Drupal platform with subsites

30

countries in advertising campaign

A targeted lead-gen campaign

Gosselin's question was clear.

'Help us generate more leads in two areas: self-storage and international relocations.'

Self-storage

To give Gosselin more leads in the field of self-storage, our experts have focused on local, always-on advertising via the Meta and Google Ads ad networks in Belgium and Switzerland.

This advertising responds to different layers, to appeal to leads throughout the entire funnel — from awareness to conversion. This allows customers to scale up and down their self-storage based on availability.

We supported Gosselin from A to Z: with asset creation, promotional ad texts, the technical setup of advertisements, follow-up, and reporting.

All this led to a razor-sharp cost per acquisition of less than €50.

International relocations

Gosselin has a strong international presence. The company not only helps with relocations to and from Belgium, but also with less common relocations — think, for example, of a diplomat who moves from Italy to Uzbekistan.

That is why we have set up a targeted performance campaign in more than 30 countries, including many non-European countries.

All advertisements were both substantively and strategically adapted to local markets. For example, we took a different approach for markets that perform well than for previously challenging markets.

Thanks to a cleverly conceived advertising structure, leads always quickly reach the right local offices, which they handle further.

Digitisation, automation, and SEO

Gosselin is committed to digitisation and automation. For example, an AI-based tool helped speed up their intake process. As a result, we were able to shift up a gear in terms of advertising and deliver even more leads at the desired CPA.

In addition, iO specialists support the organisation with data tracking and SEO. With customised reports, a smart set-up of Google Analytics 4, technical SEO, and content SEO, together we ensure that Gosselin is ready for the future.

A strong push towards digital maturity with Drupal

Such an international lead-gen campaign is nice on paper, but it is worth little if there isn’t a high quality website to refer to. That is why the collaboration between iO and Gosselin also included a renewed web platform.

Gosselin is a company with a strong international focus and therefore has several websites.

To keep the maintenance of those websites as efficient as possible, we have opted for a multisite platform with several subsites in Drupal. That way we can save time, money, and energy by centralising technical updates.

One central CMS also means that Gosselin employees are not working with different versions, log-ins, or functionalities. One CMS, one approach — for everyone.

Constant monitoring and optimisation

Today, of course, it is very important to monitor all online activities — and optimise where necessary in the future.

For Gosselin, for example, we combine data from different sources to arrive at essential insights. In this way we not only help the marketing department, but also the business operations as a whole.

Our experts also pass on new trends and developments in the sector to Gosselin, so that the company can stay ahead of the competition and respond quickly to the changing market.