Medical: Dentists, Plastic Surgeons, Doctors
Challenge
This medical business had a pretty website, but poor lead generation. They couldn’t understand why prospective patients weren’t engaging with it. We were requested to help lift leads into the business, and take over the website, hosting and programming.
Solution Approach
We did a complete assessment of the business and its history, background. We reviewed online and offline materials to get a good sense of their “marketing angle”. We determined that copy was lacking online, navigation and ease of use were also additional issues + no clear call to action. Among many changes, the most significant were … (and after understanding user and click behavior), applying effective forms for signups and office dial-ins.
Results
Before we started, there were approx 5-7 leads per month, and a 0.90% Goal Conversion Rate
After 30 days of launching the new strategies, we saw a 3.71% Goal Conversion Rate and a BIG JUMP to 74 leads over the same period (30 days).
Technology Company
Challenge
This B2B technology company had very high lead acquisition costs. The (brand) visibility was lacking, and the paid campaigns were poorly managed. The challenge was to lift the brand awareness, along with lowering costs for leads.
Solution Approach
One of the biggest things implemented in this case was an increase in budget and optimizing the campaigns for better CPA via landing page optimization. We are now able to capture a much higher share of voice and maintain visibility throughout the day. Prior, we never truly knew when this demographic actually searched online and the budget and user interaction was too minimal to accurately determine when best to target. In terms of conversions, we’ve aligned the ad copy very closely with the call to action on the landing page so the expectation is clear from the initial impression of the ad through the landing page experience. This has increased the conversion rate considerably.
Results
This resulted in a decrease of average cost per conversion from $388.27/conversion to $83.48/conversion resulting in a 209% increase in total conversions.
Real Estate Company
Challenge
This well established property management company had zero visibility in the search engines. We recommended both SEO & PPC as viable alternatives for them to lift visibility, and also increase calls and lead form submission to their various regional offices.
Solution Approach
We created specific location ad extensions, combined with a very focused geo-targeting initiative that has driven high performance as it relates to not only click-through-rate but conversions as well. This has enabled the campaign to maintain a mid-level average CPC as the geo-targeted keywords are capturing traffic at lesser costs compared to the higher priced head terms such as “property management”.
Results
The efforts of a new website, CMS implementation and SEO information architecture now displays this company in DMA’s as well as a very targeted result in a CTR improvement from 2.27% to 2.45%. Additionally, a CPC cost savings from $2.23 to $1.88.
Database Company
Challenge
A large scale, leading database company needed a PPC “reboot”, along with a new website and a SEO strategy for their B2B online presence. The chart shows an increasing cost per lead, and when they “became lost in Adwords hell”, we came in and looked at their campaigns. After just about 2 weeks, the results started to show.
Solution Approach
The biggest overall improvement came about via a complete reorg of the account which resulted in improved organization, better keyword+ad copy alignment, increased CTR% and an overall lift in average quality score. Their website was created using WordPress, and custom landing pages created for better leadflow, conversion code and integration to sales analytics (backend). Negative keywords also played a big role with this account as there are many matching options that offered a poor result for the user. A very strong focus on building out a comprehensive list of negatives are driving CTR improvements.
Results
Increased leads by 100% month over month and decreased cost per lead by over $600/conversion. Their VP of Marketing stated: “I’m impressed. We’ve been trying to get the campaigns and website working for us for too long. Consider me a reference”.
Home Building & Construction
Challenge
A national company in the home business (re)construction with a large network of remote offices had zero visibility in both SEO & PPC. After a detailed analysis & blueprint development, we determined that their website, blog and individual websites needed a technical overhaul. That included both local and national optimization in natural and paid search. And, we understood the need for deeper education in search marketing within both their executive management and individual business owners.
Solution Approach
We implemented social media, SEO & PPC, rolling out the organic & paid first. And this campaign is largest geo-targeting effort we’ve undertaken with Chaosmap PPC accounts. There is still room for improvements and opportunity to get even more granular, and the work is ongoing.
Results
Within a competitive marketplace, we managed to get top 5 placement of critical keywords in organic. The overall PPC campaigns are geo-targeted to 54+ city locations to coincide with their business centers. Then, there are 54+ individual campaigns geo-targeted to each city. This allows for broad coverage as well as city specific ad copy messaging to speak to individual needs. Their social media program included Facebook (custom pages), Twitter, YouTube, training and development of their social media policy handbook. The training has proved invaluable, and we also assisted in interviewing and hiring new staff for in-house SEM support.
Home Inspection Company
Challenge:
A leading home inspection company in North America serving over 400 locations in 9 provinces and 43 states wanted to improve their brand building awareness engagement; expanding their outreach to both their clients and realtors through social media channels.
Solution Approach:
Through our social media program, we’ve help set up their Twitter, Facebook, Social Bookmarking and YouTube pages and provided significant value organically. Setting our client apart from many competitors out there, our client achieved Brand Awareness, Leadership and Authority in the Real Estate industry as well as the Home Inspection industry. We’ve successfully engaged and built long lasting relationships with influencers in the online space, which translates to offline successes. We also help our Franchisees in setting up their own social channels, best practices, and interesting ideas to reach out to their customers.
Results:
Our best practices in social marketing and engagement strategies have been met with acknowledgement during a marketing conference and the client has won awards that demonstrated the company’s appeal to Real Estate professionals, home buyers/sellers and received over 5000 nomination from across Canada alone as the professional home inspection company of choice; through a combination of Social Media/Word-of-Mouth marketing, PPC, SEO, and SEM.
We are now reaching an average of 5,000 to over 40,000 people daily via a few tweets (10-25) and up to 70,000 impressions. Their Twitter and Facebook followers are very organic, saving our client a lot of costs in promotion and advertisement. The number of retweets, mentions, likes and discussions on these social channels have reflected the slae of influence the client now has and awareness in the real estate industry.
Hotel Franchisor (Social CRM)
Challenge:
World renowned Hotel franchisor was looking to ‘step up’ it’s competitive advantage by promoting it’s brands, products and programs to their customers in an innovative way to increase brand awareness, brand recognition and increase customer engagement & loyalty.
Solution:
We developed a mash-up page for the company’s rewards program which allowed the customers to view what postings were made on social networks about guest experience and client’s loyalty programs, and allow customers to view user generated content on both Twitter and Facebook platforms.
Results:
Through these initiatives, we were able to increase customer engagement and number of loyalty members by 200%, and identified valuable KPIs for properties based on feedback from the channels. This way it allows our client to better promote and market its brands and programs, gain increased loyalty from their customers, launch the right kind of products and services to cater to different segments of customers, and experience an overall enterprise cost savings as a result of these initiatives.
Financial Market Specialist Company (Private/Branded Online Community)
Challenge:
A specialist in the financial markets surveillance industry is looking for real-time feedback that allows the sharing of information and knowledge between company and customers. This way they would be able to identify and develop sales leads to drive company growth. They were interested in understanding ways to increase customer engagement, gaining customer insights and social capital and capture new ideas.
Solution Approach:
We developed as well as designed an online community, starting from strategy to company branding and logo, to content, technology and functionality, to metrics and reporting. We developed a robust and scalable integration solution that allows customers to interact with one another, capturing info on existing customers and get insights into their conversations, to create actionable plans.
Result:
Through the online community, the company was able to provide their existing customers with a new channel for engagement, which gives the company a competitive advantage into rich social data and insights. New product and service ideas were captured, cost savings as a result of collaboration, and huge improvement in knowledge sharing.
Contact us to discuss how we might be able to help you.
