Business Consulting Archives | final Step Marketing

Schedule Your Call

Organic Social Media Marketing

Organic social media can help a brand build a community of loyal followers and contribute to word-of-mouth marketing. Organic social media has a 100% lead to close rate than paid social media marketing. (Source)

But even with a full-time internal team putting 11 hours a day into building their social media following, our client did not see any positive results. The business was a sports news and media channel in the highly competitive Mixed Martial Arts (MMA) vertical, and our challenge was to pull followers from industry leaders and get our client's new brand noticed.

Focused on digital PR to drive traffic

We increased the brand's credibility, visibility, and engagement and drove high-quality traffic back to the client's web pages using a digital PR strategy. We shared content about the company, its products, and services and engaged with potential customers across multiple social media channels. By building brand awareness, we build trust and build brand loyalty.

Implemented influencer marketing strategies

Since we were dealing with a new brand, getting the brand noticed and building trust with the target audience was essential. We collaborated with relevant influencers already engaged with the target audience and had existing credibility to attract new customers. By leveraging influencers' reach, we could reach people who otherwise wouldn't be interested in our client's brand. We were also able to test out different content types that work best for different audiences and what type of influencers are most likely to resonate with them.

Used unique referral incentive programs and sweepstakes

87% of Americans will willingly give up their personal information for a reward (source). If people feel like they're getting something in return for following a brand, they're much more likely to follow along and even recommend that brand to others. The referral incentive program we ran reached a wider audience and garnered attention for the client's brand.

Implemented a unique content strategy to differentiate the client

With content being such a hot topic, we needed to find ways to get our client's content out there and make it stand out. Our client already knew about this topic and could speak with authority in this niche. We created a unique voice and identity for the brand — using different formats and tones of voice and putting a unique spin on the content. The content was focused on the specific audience and customers, making it easier for customers to take an interest and interact with the brand.

Used network marketing with non-direct competing social channels

We used non-direct competing social channels to reach out to people who may not have heard of our client's business and find potential customers we could nurture through email. We were able to scale our efforts, build brand awareness, and increase visibility cost-effectively

Result After 8 Months:

Eight months into the campaign, the number of followers on our client’s Facebook, Twitter, Youtube, and Instagram accounts had grown by the thousands.

Facebook – 610,000+ followers

Twitter – 122,000+ followers

Youtube – 160,000+ followers

Instagram (35 days of activity) – 12,700+ followers

Traffic to our client's website traffic grew by 340% due to social media activity. Our client also increased their advertising and media pages by more than 600% due to social media traction.

Direct Marketing Case Study

Our client, a large PPE (personal protective equipment) distributor operating under strict regulations amid Covid, wanted to reach individual decision-makers at schools, government, and other select industries.

The client was operating under a tight marketing budget and had limited time, negating many traditional marketing channels.

We scraped the contact information of targeted contacts, segmented by industry, company size, position within the company, seniority, and knowledge of the healthcare space.

We scraped contacts from multiple sources and parsed out essential information such as email addresses, phone numbers, job titles, and personal details. We then segmented the contacts before starting any marketing effort to ensure we reached the right people at the right time with the right message. We effectively targeted each individual with customized messaging, saving time and money.

Conducted a 3-phase marketing outreach:

Phase 1: Sent a direct mail piece to warm up prospects

In addition to helping us warm up prospects, direct mail got our client’s name out there and got people talking. To make our direct mail outreach effective, we took time to think about who we’re sending it to, what they need, and why they should care. This helped us personalize messages for every recipient. We also took the opportunity to show off our client’s style and personality through messaging and content that resonated with the target audience.

Phase 2: Conducted a cold calling campaign

Having researched our client's target audience, we embarked on a cold calling campaign to pitch potential clients.

A cold calling campaign is a form of telemarketing where salespeople (known as "callers") call on prospective clients, typically strangers. In its simplest form, cold calling consists of calling phone numbers until one connects with a live person, at which point the caller can begin to pitch the potential client.

Our cold calling efforts identified potential customers who had not been reached by other means. As our client's product was relevant to only a tiny percentage of the population, marketing efforts had not reached those people. Cold calling enabled us to reach them directly.

Phase 3: We send out a 5-piece email sequence

We scheduled a sequence of 5 emails to send out to a target audience over some time automatically. The messages were personalized to individuals’ actions and level of interaction with our client’s brand, allowing us to send content that addressed their specific interests and concerns. The personalization created a relevant rapport between the brand and potential clients, resulting in better click-through and response rates.

The average cost per lead (CPL)for all industries is $198, while in the healthcare and medical field alone, CPL is $286. (Source). We qualified leads through a thorough questionnaire, followed by a qualifying call from the client’s rep, and were able to provide highly qualified leads for the client for well below this cost —at only $62.

Google accounts for at least 92% of global searches, accounting for an estimated 5.6 billion searches per day. (Hubspot) 64.6% of those searching google with the intent to buy a product click on google ads, with the remaining 35.4% accounting for organic search. (WordStream)

But our client, a popular veterinary clinic in the tri-state area, wasn't reaping these benefits from their google ads campaign. They had hired a prominent local agency to manage their ad spend. But after six months, they had burned through $27k with no results to show for it. We audited the campaign to determine why it failed to scale and implemented some changes we thought could help.

Start:

After 10 days of our work:

After a thorough audit of the client's ad-spend and performance metrics, we implemented these changes to their google ads campaign:

Adjusted ad copy to focus on differentiation and customer pain points

Our audit uncovered that the client's ad copy didn't effectively appeal to the target market. We took a series of steps to correct this:

First, we figured out the problem in the target market,

Next, we wrote copy positioning the client as the best solution for that problem. Lastly, we told the target market how the client can solve their problem and why solving that problem is essential to them. With these steps, we were able to help the client differentiate themselves with compelling ad copy that gets people's attention and appeals to their emotions.

Integrated a more thorough negative keyword list

Although the ad campaign used a few effective keyword options, it did not integrate a negative keyword list. We improved the client's keyword strategy by adding a list of negative keywords. With this approach, we focused the campaign only on the keywords that mattered to the target audience and ensured that ads were only showing up for people who wanted what the client had to offer.

Implemented a comprehensive split testing program

We implemented a split testing program to improve Google Ads performance by comparing different versions of ads and landing pages against each other. We tested different ad headlines, copy, imagery, landing page changes, and others to find the version with the best performance. We also tested the impact of changes on click-through rate (CTR) and overall cost per click (CPC). Trying all these variables gave us a complete picture of what was working and what wasn't.

Eliminated low converting income, age, and demographic segments

The client's site had many low-value customers, resulting in a low conversion rate and low earnings —In other words, the ROI (return on investment) was poor. We conducted a segmentation exercise to pick the right target audience and boost ad performance by focusing the ad budget on high converting segments.

Implemented a post-lead-capture referral incentive program on the landing page

Customers who opt into a campaign by filling out a form are high-quality leads — the very act of opting in displays a high desire to engage with a brand. Such leads are more likely to recommend others.

We implemented such a referral program and encouraged referral follow-through by offering incentives.

Result :

After just ten days of work, the website experienced an 86% rise in clicks. The cost per conversion dropped by 66.3% ($10.84 to $3.65). The lead to paying customer rate increased from 28% to 42%

Owing to this success, we replicated the campaign to Microsoft Ad Center to increase reach while retaining the cost of customer acquisition.

Paid Social Media Management

Facebook Ad campaigns accounted for over a quarter of all digital spending in 2020 – 25.2% - just behind Google at 28.9%. (Source) Our client was operating a Facebook Ad campaign with a $7,000 daily ad spend, converting at $8 per sale after four months – with ongoing support from a Facebook representative.

After analyzing the data in several different ways, it was apparent that the campaign was losing the client thousands of dollars per day, essentially putting them on the verge of going out of business. We assessed the client’s ad performance, engagement, clicks, and other key metrics to begin developing a plan to bring them from ruin to reigning supreme in a short period of time.

What We Did:

After a careful assessment of our client’s current Facebook Ad campaign status, we created a plan to bring the campaign out of a pit of spending and into a realm of earning – here is what we did:

Automated Email Sales Funnel:

These emails are created to go out to recipients at a set date and time – in a specific order. We created this funnel to help advertise our client and their business, creating more engagement with clients (past, present, and future).

Referral Incentive and Affiliate Program:

Word-of-mouth-marketing is a great way to spread the word about a business – we used this concept with our client’s ads to bring exposure to their referral and affiliate program incentives.

Advanced Tracking Systems for All Landing Pages: :

It was important for us to track the number of times our client’s landing pages were accessed, the bounce rate, and other key metrics. To help ensure that the client’s funnel was working correctly, we implemented a series of advanced tracking systems to gather the data necessary to create the optimal conversion rate.

Revision of all Ad Content and Video Promotion Design:

Using the information we had gathered; it was apparent that ad revisions and the revamping of promotional videos was necessary. Using our expertise in the industry, we were able to make the necessary changes to positively promote the client through revised ad content and video promotions.

Market Research Leading to a Complete Revamp of Campaign Targeting:

Industry trends are always changing and evolving – our team did the necessary research to determine what areas of campaign targeting were being missed by the client’s previous campaign efforts. Upon conclusion of our research, it was apparent that a complete revamp of the campaign for targeting was necessary.

Result After 45 Days:

The average cost per click (CPC) on Facebook is 94 cents, making it a cheaper platform to advertise on than LinkedIn, Instagram, and YouTube. (Source) After 45 days, our client began seeing remarkable results from the implementation of our carefully designed plan.

Looking at the screenshot below, you can see that the conversion on nearly all the ads within the campaign were brought down below 90 cents. This is almost unheard of and unattainable in the industry. These results show that with a good strategy, the proper research, and a team behind you with the necessary skills – great ad conversion is a goal that can be achieved.

Training / Mentoring

Our client was a lifelong entrepreneur with limited funding but large ambitions. His idea was a unique software targeted at real-estate brokers. He knew he did not have the budget to contract an agency to do all the work for him and understood that having a low-skilled off-shore team handle the marketing would not allow him to get ahead of the competition. He wisely decided to contract Final Step on a mentorship basis.

We conducted all the market, consumer, and competitor research necessary to help him grasp what was ahead.

Companies that engage in ongoing research on their target markets experience more growth and are more profitable —29.6% for those conducting quarterly research vs. 19.9% for those who don't research. (Source) We used different research tactics to get relevant consumer, marketing, and competitor insights, giving us a deeper understanding of our client's market and potential customers and identifying gaps in our client's product offering. We gathered information about their demographics, psychographics, values, needs, and motivations, which helped us uncover what people want and need and how customers used our client's product.

Built an easy-to-follow marketing strategy that fit his skillset and the time he had to dedicate and focused on organic marketing rather than expensive media buying.

DIY marketing can work, but there are plenty of ways it can go astray if you don't know what you're doing. A good marketing strategy should be easy and fit your skillset. Due to our client's limited funding, he needed a marketing strategy that he could execute by himself. We built a marketing strategy suited to his strengths and weaknesses and focused his efforts primarily on organic marketing. With organic marketing, the client reached people interested in what the company had to offer.

We provided comprehensive one-on-one training until the client was comfortable taking over independently.

Our client learned about marketing strategies, tactics, and techniques through our training sessions. The client got the opportunity to ask questions and clarify misunderstandings about marketing. Our client learned what to do and where to start with our expert guidance. In addition, we helped the client find his voice as a marketer, helping his business stand out in a competitive landscape.

Post Campaign Results:

Through guidance and support of our network, the client obtained excellent press and cross promotion from partner companies, expediting growth without a significant upfront investment. After reaching the 10,000-member benchmark, we connected him with strategic investors to further expand the business. The software is currently one of the top sellers in the industry and has been featured by many notable real-estate publications.

Referral Incentive Program

Referral marketing has proven to be one of the most reliable and cost-effective customer acquisition methods. 23% of people say they'd try a new ecommerce subscription box based on a recommendation. In contrast, 12% of people say they'd subscribe because they like the product. (Source)

But word of mouth alone cannot sustain a steady stream of customers and sales. Having relied on word-of-mouth promotion alone to acquire new customers, our client, a well-known male fashion brand, resisted investing in more traditional digital marketing channels. We advised expanding their "bread and butter" by adding digital affiliate marketing capabilities.

Implemented an affiliate program, which rewarded individuals for referring their friends to the website.

16% of ecommerce sales in the US and Canada result from affiliate marketing. Through the program, we built brand awareness, drove more interest to the site, reached new customers, and increased sales.

We built a multi-level marketing team leader function for those who wanted to make the most of the opportunity, allowing affiliates to get rewarded for bringing in other productive affiliates (team leader capability).

This role focused on bringing in new members and motivating them to become part of the multi-level marketing team. As a result, the product's affiliate network was built with minimal effort while providing potential benefits such as increased income and access to new markets.

We created an automated referral incentive function for those who have completed a purchase.

Referral incentives are a great way to encourage customers to share their experience with a business with others. To implement a successful automated referral incentive, we considered the following factors: 1) Offered relevant and meaningful rewards 2) We simplified the reward system, providing just enough options. 3) We ensured timely handout of rewards. We increased our client's reach and grew the business faster through this program.

We developed detailed training and promotional material to maximize affiliate efforts.

By providing comprehensive training and creating a promotional plan, we equipped affiliates across all the various aspects of the program, enabling them to promote products to their audiences effectively. Training maximized the level of affiliate participation and drove more conversions.

Post Campaign Results:

We recruited over 80 affiliates (this number only includes affiliates who generated traffic). Over 12 months, the affiliates generated over $1.7 million in gross revenue and helped recruit hundreds of other brand ambassadors through the MLM function.

Conversion Optimization

Conversion optimization (or conversion rate optimization) is the art of optimizing the process that results in a visitor converting into a customer. Rather than focusing on getting more people to a website, conversion optimization is more about getting the right people to a site so that they convert into customers. It requires testing different messaging and formats to optimize engagement and conversions.

Our client was operating an e-commerce website in the highly competitive mobile accessories space. The business was experiencing a poor 0.3% conversion, a high 48% drop-off rate at checkout, and low visitor engagement throughout the funnel.

Revamped website content

One of the things we noticed about the client's website is that the content was lacking, resulting in a stale brand image, lower conversion rates, and lower engagement levels.

We revamped website content to keep the site fresh and relevant. We also highlighted critical strengths and value propositions, establishing trust in the brand and making it easier for potential customers to connect with what the client is all about.

Updated website layout for optimal UX

The layout and design of a website are fundamental because they impact how much users interact with a site and how likely they are to become customers.

We redesigned the client's website to have a simple, modern, and aesthetically pleasing design. We created an intuitive layout that makes it easy for users to navigate and optimized the site to be mobile-friendly. Attractive color schemes gave the website a unique look and feel.

Implemented various software to improve retention, time-on-site, and lead capture

Optimizing the client's website for a great user experience helped increase retention. We also implemented software that tracks retention metrics such as bounce rate (how many users leave the site after visiting it) and time-on-site (how long they spend) to keep this retention momentum going.

As a result, we were able to identify high-value users and know the channels that drive the most traffic and conversions. Our client increased the chances of retaining valuable leads and customers by investing in these channels.

We built into the website advanced analytics capability by implementing google tag manager, heat maps, and e-commerce engagement tracking.

Using Google Tag Manager (GTM), we tagged and tracked different elements on the website, including pages, images, and videos. Heat maps allowed us to analyze the impact of our marketing campaigns by monitoring visitor interaction with the website —we could see where they clicked and which areas they spent the most time on.

Finally, e-commerce engagement tracking helped us track visitor behavior, identify opportunities for improvement and improve customer engagement. Our client could see which products were selling the most, which products had repeat sales, and follow trends in sales and traffic.

Post Campaign Results:

After 45 days, the website conversion rate increased by 4.1%, the checkout abandonment rate decreased by 22%, and the average customer purchase increased by 11%.

Advanced Analytics

55% of all Websites use Google Analytics (Source), but most Google Analytics users only rely on its basic functions and never quite scratch the surface of what this analytics tool can do.

Such was the case for our client, a dietary supplement distributor with a large and diverse user base built over 14 years in the business. The customer relied solely on a basic Google Analytics setup to track customer engagement. Due to the size and diversity of the client's userbase, basic google analytics couldn't capture essential insights such as behavioral patterns —meaning the client couldn't execute advanced targeting campaigns. Our goal was to identify behavioral patterns to establish advanced targeting and communications.

We implemented Google analytics goals, tag manager, and linked AdWords to assure all vital data is being captured.

With this advanced analytics approach, we could measure progress and optimize the client's marketing strategy for success. By connecting Adwords, we could see which keywords brought in the most visitors and how much they spent. We helped people find what they are looking for by tagging content with specific keywords. By setting up Google Analytics goals, we could track traffic sources, how long people stayed on the site, and the steps they took on the site before purchasing or exiting. We understood how engaged users were with the site through metrics like bounce rate, time on page, and session duration.

We added heat map tracking software to establish consumer interest throughout the website and its extensive inventory.

We implemented Heat maps -visual representations of website traffic- that display the relative levels of user engagement across different site areas. We were able to see where users spent the most time on the website and which areas of the website consumers visited most often.

With the information gleaned from the heat maps, the client could identify potential areas for improvement and develop more effective marketing strategies to improve conversion rates, increase engagement and boost sales.

Tracked the customer flow to determine which products led to drop off, increased time on site, and made people consider increasing their purchase volume.

We observed customers' purchasing habits to determine which products and services likely led to high returns and low drop-off rates. Understanding which products were most attractive to customers allowed us to tailor marketing efforts accordingly, ultimately increasing customer satisfaction and retention.

We rebuilt the help pages to determine customers' questions before adding certain products to the cart or abandoning the website.

Help pages provide insight into what customers are trying to accomplish by visiting your website. These pages act as a gateway for visitors to ask questions about products and services.

Providing answers to these questions proved to be a great way to improve conversions and reduce cart abandonment. Our client explained complex topics on the help pages, giving people assurance, proving the brand's expertise, and gaining people's trust.

We implemented software that automatically captured certain users' contact info in the background, increasing the lead capture rate by 18%.

This process was two-fold: first, the software automatically captured customer details in the background. Second, the marketing automation software would automatically populate specific fields (with the captured contact information) when customers tried to sign up, making the process easier and less time-consuming.

We used SAS to analyze data further and build extensive customer segmentation, allowing the client to craft content that hits specific pain points for each type of customer.

We further analyzed data through SAS and Segmented our client's customers into subgroups based on characteristics to target them better and focus your efforts where they will have the most impact.

Although the client had a mailing list, it didn't indicate whether or not the potential customer wanted to buy. We needed to create much more valuable segments made up of people who showed genuine interest in what was being offered.

Post Campaign Results:

Companies that use data, test everything they do, and automate decisions using data and analytics will take the future. (Source)

After implementing our campaigns, the following key performance metrics increased: on-site conversion, user time on site, referrals, repeat purchases, purchase volume, and email response rates. The newly captured data allowed us to build a sophisticated sales funnel that prompted customers with additional products specific to their unique needs at the optimal times and communication frequency. Using the new data, we are currently working on expanding the client offering through affiliate services, including personal consulting services and paid webinars.

Re-Branding

A brand isn't just about visuals. It's also about the story behind a company and values like trust and authenticity — 88% of consumers say authenticity is "important." In comparison, 50% say it's "very important" when deciding to support a brand. (Source). People also want brands that care about something —55% of Gen Z prefer to buy from eco-friendly and socially responsible brands(Source)

Eager to revamp its image to appeal to its existing user database and gain investor confidence, our client, an established medical analytics platform, needed to build up the user base to 4,000 members within 60 days —with minimal budget spend. It was the only way to get investor support for their advanced telemedicine software solution.

We re-branded the company creating a one-stop, full-service medical communications solution.

We changed the logo and other visual elements of the company to create a new brand identity, reinforcing the values people associate with the business, improving brand recognition, keeping the business relevant, attracting new customers, and increasing customer retention rates.

We built an email funnel with a sophisticated multi-level referral program for existing software users.

A referral program is a great way to build your email list and increase sales. But only if you design it right.

We created a multi-level referral program and gave exclusive offers to existing customers, incentivizing them to share their email addresses and encourage others to do the same. We effectively reached a large customer base and built a network of high-quality customers who are likely to refer new customers in the future.

We used retargeting to reach the client's Facebook followers.

Retargeting is key to reaching the desired audience more effectively. Through retargeting, we showed our client's target customers who had shown interest in the brand an ad based on the information they have shared on social media.

Targeting specific people increased their likelihood of engaging with the brand and eventually increased traffic to the client's site.

We created an on-site community where customers came to ask various business development questions in exchange for sharing the platform with their network.

The on-site community allowed us to tap into a valuable network of potential customers while providing valuable insights into the effectiveness of the client's offering.

By encouraging collaboration and feedback between customers, the business was able to improve the quality of their product on an ongoing basis and, perhaps more importantly, build trust and empathy with customers and help them feel more connected to the company and each other. This approach also provided the company with valuable information about how customers interact with the product, allowing the client to make changes.

We used the referral program through all of these channels to drastically increase organic reach.

By creating a referral program, we increased the number of people who have the company in their social media stream resulting in more social shares and engagement and, in turn, increasing the brand's exposure and leads to further sales.

Referrals also acted as a third-party source of validation when pitching potential clients, helping to demonstrate that the client was generating solid organic traction on these channels without any paid marketing spend. Potential clients were much easier convinced they were dealing with an authentic business that they should consider.

Post Campaign Results:

We reached our target within 18 days of the main campaign launch and, within the 60-day mark, grew the user base to over 7,000 members, nearly doubling our KPI. After combining our fees and campaign cost, we accomplished the goal at $11 below the industry average customer acquisition cost.

Investor Relations & Crowdfunding

With funding from banks being so red-tape-ridden and challenging to acquire, Angel investors and VC funding are often seen as the answer. But these two funding sources aren't ideal either —an average internal rate of return of 22% makes them very profitable for investors but quite expensive for entrepreneurs. (Source)

Faced with such challenges, our client failed to raise funds for their innovative drone technology from angel investors and VCs and called us to assist.

Launched a 30-day Kickstarter campaign

Kickstarter is a crowd-funding platform that allows entrepreneurs to raise money for a project. We used Kickstarter to raise funds by asking people for donations. We were successful, thanks mainly to our other ongoing marketing efforts. In addition to getting funds for our client's innovation, we built a community around our client's brand and got people excited about it.

Implemented a unique social media communication strategy

Platforms like Linkedin and Twitter are helpful for networking, staying in touch with investors, and finding new business opportunities. We created a personal connection with prospective customers and investors by investing in social media. We built trust through sharing company news and insights, engaging with customers and prospects, and building brand awareness.

Ran an entire PR campaign to build traction before the launch

By running a PR campaign before the product launch, we created a buzz around the brand and got people excited about the new product.

Built an 18,000-person email list of robotics enthusiasts

We provided the client with immediate access to a pool of potential customers to develop and nurture relationships by creating such an extensive email list. The email list was also an excellent way for the client to start building a sales pipeline — and ultimately, a great way to begin growing business revenue.

Used referral incentives and affiliate marketing to build word of mouth

Word of mouth is the most effective form of advertising because people trust other people more than they trust companies. 70% of US adults would trust a product recommendation by family or friends. (Source).

We implemented incentives to attract new customers because people are willing to refer others if they get something in return. We gave people a reason to talk about our client's business and spread the word about it with affiliate marketing. The recommendations also created a sense of community and trust among the people who know and love your business.

Post Campaign Results:

In addition to building a following on social media and an 18,000-person contact list, we raised $470,000 via Kickstarter. The innovation gained investor confidence due to our success on Kickstarter, raising an additional $8,000,000 through VC funding.

SEO Marketing

68% of experiences online start with a search engine search. (Source). SEO increases visibility, making it easy for web visitors to find your brand on search engines. The more visible your brand is, the higher it will rank in the search engine results pages.

Our client was operating a newly established website in the highly competitive wedding industry and failing to achieve SEO traction after working with an award-winning Australian agency for nearly seven months.

Provided complete on-site and mobile optimization

We conducted on-site optimization to improve SEO performance, provide visitors with helpful content, and encourage them to stay on the client's site. We also optimized the site to be mobile-friendly —to make it responsive on all devices (phones, tablets, and laptops). Optimization included content and design and technical considerations to make sure the site loads quickly.

Built premium content and used it to obtain top ranking PR

We created high-quality, compelling content to reach a wider audience, help the client stand out from the crowd, and earn extra attention from influencers. We also made the content authentic, exciting, and visually engaging. The content was of different types and provided valuable insights and information for the target audience.

By creating quality premium content, we boosted our client's SEO rankings, increased brand recognition, and built trust among customers.

Researched competitors and established a network with the top channels

We looked at the competition, identified their strengths and weaknesses, and strategized ways to exploit those. With insights from the competitor data we analyzed, we made better decisions about our client's strategy and tactics. We were also able to open up new opportunities to network with top channels, helping us build a solid presence to attract more leads from Google and help the client's site rank higher in search results.

Engaged in weekly off-site outreach to build high-quality backlinks

Off-site outreach is an essential part of SEO. It is critical for a website's success in the long term and for driving traffic and converting visitors into customers.

Off-site outreach allowed us to get quality backlinks relevant to our client's site and increase the site's credibility. We concentrated our outreach on websites that have content that relates to our client's business in some way and that are already getting a lot of traffic from search engines.

After 30 days, our client's website experienced remarkable growth in ranking and conversions:

It achieved page 1 ranking on more than 90% of keywords, effectively outranking several companies with over three years of intensive SEO work.

The site's conversion rate increased by over 38%, and event attendance grew drastically.

Email marketing is one of the most effective ways to personalize messages based on the recipient's interests, drive engagement, create leads, and increase sales. 93% of B2B marketers distribute content via email. (Source).

Our client was operating in the highly competitive healthcare and biotech verticals. The email open rates for these verticals stood at 19.14%, with a click-through ratio of 2.94% and a click-to-open ratio of 15.38%. The client was performing more than 15% below industry standards. The client also obtained targeted contacts at $2.80 per contact, which is near average in the respective vertical.

Improved subject lines and content across the board

Email subject lines are the first thing people see when they open an email. With this in mind, we improved the client's email subject lines to make them trigger curiosity and intrigue in recipients. We made them short, engaging, and relevant to the client's brand. We also used relevant keywords that capture the recipient's interest and make them want to scroll to the email content. In return, the emails received higher open rates.

Helped the client source leads from more cost-efficient sources

After assessing the lead generation strategies used by the client, we decided to think outside the box and generate leads cost-effectively. We employed lead generation tactics such as: looking into the database of old and dormant customers, reaching out to older customers, incentivizing loyal customers, finding customers through relevant hashtags, opt-in forms, etc.

Established advanced list segmentation based on consumer psychographics and engagement

Advanced segmentation demystifies a target audience and tailors your campaigns to fit specific groups of people. We did this by looking at psychographics to understand what motivates the audience and what they need. We were thus able to target them with effective messaging that engages them.

Updated the wireframe and design of email templates and implemented an improved call to action

We decided to think about what we wanted to achieve with the email marketing strategy. One of the things we looked at is the template design. Essential factors such as where to put images, text alignment to suit how most people read content, where to place the CTA and how many times, etc., were all considered while looking at the design. In addition to the layout, we also worked on other elements, such as color.

Result after 30 days:

Our client's email open rate shot to 42% in just one month, more than double the industry standard in health and biotech. The click-through rate increased to 5.3%, while the cost of lead sourcing decreased by 57% to just $1.20 per contact.

Leave a Review

Marketing & Advertising

Design & Development

Business Consulting

Business Plans

3 Types of Business Consulting Services You May Need Today

Latest Posts

Categories

Why FinalStep?

Why FinalStep?

Schedule Consultation

Organic Social Media Marketing

Result After 8 Months:

Direct Marketing Case Study

Conducted a 3-phase marketing outreach:

Result :

Paid Social Media Management

What We Did:

Result After 45 Days:

Training / Mentoring

Post Campaign Results:

Referral Incentive Program

Post Campaign Results:

Conversion Optimization

Post Campaign Results:

Advanced Analytics

Post Campaign Results:

Re-Branding

Post Campaign Results:

Investor Relations & Crowdfunding

Post Campaign Results:

SEO Marketing

Improved subject lines and content across the board

Helped the client source leads from more cost-efficient sources

Established advanced list segmentation based on consumer psychographics and engagement

Updated the wireframe and design of email templates and implemented an improved call to action

Result after 30 days:

Marketing & Advertising

Design & Development

Business Consulting

Business Plans

3 Types of Business Consulting Services You May Need Today

Latest Posts

Most Popular

Categories