Background
During the wild and unpredictable year of 2020, RyTech found an opportunity for a B2B Healthcare client to collaborate across service lines to create innovative solutions. This cooperative approach across our teams — social, email, search engine optimization (SEO), and pay-per-click advertising (PPC) — produced fast-paced growth not before seen, despite nationwide lockdowns and other challenges presented by the pandemic. For this niche B2B healthcare firm, RyTech was not only able to increase click-through-rate (CTR) and conversion rates year-over-year (YoY), but overall traffic and number of conversions.
Challenges
As a result of the COVID-19 pandemic, trade shows were canceled — traditionally a reliable source of overall brand engagement and lead generation for our client.
B2B healthcare clients typically have longer sales cycles that rely heavily on relationship-based marketing. Because of this, RyTech had to ensure that our client continued to close business across all service lines.
RyTech had to prove the marketing investment in a digital marketing agency partner would yield a positive ROI when marketing budgets were being cut across all industries.
Solutions
Together, our social and paid teams increased the client’s Google Ad Account CTR by 59% (up to 9.17% across all campaigns!).
By completing more unconventional research, our team identified and implemented more precise vernacular commonly used in the industry. As a result, Google Ad performance saw a 250% increase in impressions and clicks.
Diversifying and adding keywords made a highly competitive ad account that was otherwise hitting its budget at a consistent pace notice an over 1000% increase in conversions while still reducing cost per conversion by 66%.
Social and email were able to build momentum from new and existing blog content and further promote across all digital channels.
RyTech positioned our client as thought leaders in the space by creating more owned content that discussed timely current events and industry pain points
Results
As a direct result, the client could leverage their owned media presence to attract the executive-level talent they sought by filtering out much of the unqualified traffic seen previously (i.e., bedside nurses / non-converting traffic). Combined efforts between SEO, PPC, and social media also led to:
New Users on the website
Goal Competitions (phone calls, form submissions, emails, lead form sign-ups, etc.)
Increase in total website traffic
Each service line also worked in tandem to promote blog content written by our team, using blog post wording and images in social posts and weaving thought-provoking snippets into email campaigns. This fresh content can be shared throughout the year so that followers have an incentive to engage with the client if they previously hadn’t. This concerted effort led to a 30% increase YoY in both impressions and engagement, as well as a 17% increase in post link clicks, leading potential customers back to the client website.
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