Content2Conversion 2013: Mike Lewis on the Anatomy of a Modern Marketing Campaign
Case study anatomy of a highly successful online lead generation campaign.4 imageholders
Transcript of Case study anatomy of a highly successful online lead generation campaign.4 imageholders
Who is Habit OPCO?
A regional network of 22outpatient opiate*
addiction treatment centersin the Northeast.
*heroin & prescription painkillers
Habit’s challenge to SETTER in February 2013:
Help us grow our business and our brand by leveraging the power of online marketing.
Setter’s inbound marketing campaign has successfully establisheda major new source of quality patient
>400%
Increase
TRANSLATION: This traffic consists of brand new patient leads who in
many cases did not know of Habit prior to finding them via search engines.
in new site visits/month from searches
that do not include the term “Habit OPCO”,
equating to >1,000 new site visitors/month.
>78% DECREASE IN BOUNCE RATE
45% INCREASE IN AVG. TIME ON SITE
TRANSLATION:
Habit is now attracting the “right” visitors who:
have found what they were searching for
are navigating the site and learning about Habit
are much more likely to become patients or refer patients
Setter’s Inbound Marketing
METHODOLOGY
Blogging
SEO
Social Media
Advertising
Create a powerful website
Generate more traffic
Convert traffic to leads
Convert leads to sales
Measure analytics and adjust
Develop a marketing strategy
Split Navigation
Targeting consumers with a scaled-down and focused navigation
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Habit’s new lead generationmachine features …
Immediate Patient Access
“Find a Clinic”tool encourages prospective patients and referrers to quickly and easily find the nearest clinic
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Prominent CallTo Action
3 ways to contact Habit quickly in the manner most comfortable for prospective patients and family members
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1/3 of Habit
traffic uses a
mobile or tablet
device
SOLUTION: We optimized every users experience by creating a
responsive design that adjusts to screen sizes with customized content
geared to that users needs.
Responsive Design
We prioritized actionable tools for mobile/tablet users to call or find a clinic quickly and easily using responsive design
SEO We developed astrategic profile of eachtarget audience andlearned how they eachuse search engines.
(Search Engine Optimization)
HABIT IS
RANKING
ABOVE
major resource
sites for targeted
search terms
RESOURCE SITE
HABIT OPCO
RESOURCE SITE
RESOURCE SITE
QUALITATIVE
RESEARCH
QUANTITATIVE
KEYWORD ANALYSIS
PATIENTS
(NEW AND RETURNING)
REFERRERS FAMILY/
FRIENDS
SEARCH TERMS
USED BY
SEARCH TERMS
USED BY
SEARCH TERMS
USED BY
Created New Pages
5 new pages that focus on high value keywords increasing the chances of a Habit page appearing in specific search results
1
Optimized All Pages
• Created a focused keyword theme for 40 site pages
• Optimized each page so primary, secondary and tertiary kw phrases are naturally woven throughout
2KEYWORD FOCUS
“Painkiller Addiction Treatment”
SAMPLE GOOGLE RESULT FOR
“Opiate Withdrawal Treatment Page”
Customized Appearance of Search Results to Drive Clicks
You must entice theuser with a compelling page title and description that speaks to them.
We developed these customized ads for all 40 pages to drive clicks.
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Immediate ConversionPhone number allows desperate addicts immediate help potentially making the difference between the lead contacting Habit vs. researching a competitor.
Topics That Drive Online Leads
Blogs built around topics that prospects are searching for boost SEO, helping Habit drive leads via search engines.
2
Patient Success Story Series
Development of branded blog series of Habit patients telling their authentic recovery stories builds Habit’s credibility in a powerful way.
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Convert Leads
Quality, helpful blog content is the centerpiece of the email campaign, reinforcing Habit’s positioning as a trusted thought leader.
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LinkedIn: Targeting the Professional Treatment Community
• Highlighting Habit services
• Promoting blog/industry content
• Drive traffic to site
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Facebook: Targeting Prospective Patients & Families
• Promoting blog/industry content
• Drive traffic to site• Build a community
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All of these
efforts…
(the powerful website built to capture
leads, that is optimized to be found by
search engines and to be the hub for
strategic content development that will
drive traffic from search and social channels
back to the lead-generating website)
Want to drive growth
for your organization
through an increase
in quality site traffic
and online leads?
Let’s talk about how
inbound marketing
could work for you.