Case Studies
Consumer Health Information Resource
The Challenge
Competing against giants is a daunting task. When resources are limited the challenge is magnified. The client found improving natural search results a challenge in the field of consumer health information. To supplement natural traffic, pay per click was used but the efficiencies of traffic acquisition had hit a ceiling. How could a new brand competing for mindshare with WebMD find an audience?
The Solution & Results
Because PPC can have the most immediate impact we looked here first. First we started with ad copy testing and bid optimization. Next was the more laborious task of rebuilding the entire campaign structure. When you’re talking about health information there are hundreds of thousands of terms and conditions. This was an exercise in long-tail keyword management. While the budget remained static we were able to significantly increase monthly volume from PPC making it much more efficient. Next we turned to SEO. Here we faced several challenges including technical management which didn’t want to hear the site had been improperly constructed for search engine visibility. After several passionate meetings there was begrudging acceptance to try the recommendations. Fast forward several months and the amount of organic (i.e. free traffic) is up substantially. The search engines are crawling the site and indexing as never before. While we’re no longer involved with the client, we’re happy to see them finding success and more importantly, visitors are finding them.
Enterprise Expense Management Solutions
The Challenge
Growth in lead generation had reached a plateau and consideration was given to capping the program budget. Recent legislation had been enacted whereby the client’s solution would be a great asset in maintaining corporate governance. While the particular software module was an add-on, we determined it was an appropriate conversion starter with a new type of audience.
The Solution & Results
The looming deadline for compliance was boon to qualified inquiries. The website’s content was expanded in this area and the search program was scaled to accommodate. In addition to significantly expanding the keyword base, tests were conducted on ad copy, landing pages and offers. In less than a fiscal quarter lead volume doubled while cost per acquisition was reduced 70%.
Agency Partnership
The Challenge
An agency specializing in online demand generation for high technology clients was experiencing difficulties in its relationship with a business partner. Unique challenges associated with enterprise technology marketing resulted in derailing of program objectives and misinterpretation of key performance indicators.
The Solution & Results
By understanding the buying cycle and multiple influencers on enterprise level technology marketing, an approach was developed that assisted the agency’s team. By focusing on education of the partner they were able to be better prepared to answer questions from the client. More stronger more unified partnership resulted in better communication with clients. By clarifying objectives and appropriately setting expectations a long standing high value partnership evolved that ultimate paid off with more satisfied clients.
