The purpose of this marketing strategy case study is to showcase how Digital Shift has helped Mental Health Support grow and become more visible through organic search results, brand consistency, and pinpointed advanced targeting. Continue reading if you think your business could benefit from being above your competition in Google search results!
Mental Health Support is located in Guelph, Ontario. This counselling and family therapy center specializes in anxiety, addictions, and panic attacks. The owner of the center, Tim Tentcher, contacted Digital Shift because he was having difficulties reaching his ideal target demographic. Tim has managed his own social media marketing and Google AdWords campaigns but with very little success. Tim found he was always busy working "on" and "in" his business, leaving little time to do anything else. The demanding workload and stress compounded over time leading Tim to seek help.
After Tim contacted Digital Shift an easy-to-understand plan was implemented working within his desired budget. Initial background research on Tim's target market and location revealed a strong opportunity for his company in Guelph, Ontario. With a little revision, Digital Shift helped Tim's business rank higher in search results pages. Helping Mental Health Support become more visible would give Tim a competitive advantage and help with lead generation and awareness.
When attempting his own social media campaigns, Tim noticed his message was not being delivered to his preferred target customers. After an in-depth marketing strategy analysis, it became clear Tim needed to redefine his target market and re-focus his strategies. His broad targeting was attracting the wrong customers, lowering his conversion rates and all the while - wasting his money. Digital Shift worked with Tim pinpointing his target market, so Mental Health Support could attract the 20 percent of Tim's customers that would generate the majority of his revenue. Identifying Tim's ideal customer was crucial to building a complete marketing strategy template.
Effective targeting is key to any successful marketing strategy. Digital Shift worked with Mental Health Support to determine a clear strategy to attract the right customers. More specifically, Mental Health Support wanted to target male and females with panic anxiety. Since each segment is completely unique, two separate strategies were devised and implemented. Each strategy had a unique offer tailored to the segment's specific needs.
Tim's goal working with Digital Shift was to promote his counseling and support services to panic and anxiety-struck males and females. After further research, a video marketing campaign was created so Mental Health Support could attract customers in a cost-effective, engaging manner. Digital Shift worked with Tim in designing a completely unique whiteboard video, that would engage viewers and strongly resonate with his target market.
In this marketing strategy case study, Mental Health Support used a whiteboard video to generate awareness and reach their ideal customers online. This top of the funnel marketing strategy plan is incredibly effective because Mental Health Support only pays per video view. It also helps the company gain valuable exposure through online social media engagement without the expensive price tag. One major benefit to online business marketing is how easily content can be shared. Anyone who watched Tim's video can easily share it with his or her friends at the click of a button. Having the ability to share something with hundreds of potential clients makes this type of campaign one of the most effective marketing strategies available.
The following image dissects the cost per video view and how valuable a video marketing strategy can be.
Mental Health Support paid $24.53 to get their tailored video in front of ONE THOUSAND customers. Four cents per video view is absolutely phenomenal considering companies pay hundreds of dollars each day and only reach one-tenth the number of their desired customers!
Another key element of a complete marketing strategy is an effective landing page. After consulting with Mental Health Support, Digital Shift found that Tim's landing pages had an abnormally high bounce rate. Customers would click his link, visit the page, but leave immediately after arriving. Tim's content on his original landing page wasn't bad and his advertisements were doing a decent job attracting some customers. However, it was clear he wasn't doing enough to keep visitors engaged and on his page. Digital Shift added key elements to the landing page including trust icons, testimonials, and even an image of his product (Mental Health Support Book). A large, clear, call to action button was also added at the top of the page to allow potential customers to find value immediately after arriving. Having these call-to-action buttons positively affects and encourages visitor engagement. Adding these simple elements and tweaking Tim's landing page template created a much more engaging, trustworthy site. The bounce rate decreased and Tim's visitors are now spending more time on the landing page than before.
One of Tim's valuable marketing assets is his book on mental health support. Part of what makes a landing page successful is having an irresistible free offer that entices customers. The goal of the free offer is to get potential customers to click on a call-to-action. Tim's irresistible offer was a free chapter download of his book in exchange for a visitor's name and email address. This was one of Tim's main strategic marketing techniques. After the download was complete, customers would be redirected to a conversion page thanking them for their time. This conversion page is not just a formality. Digital Shift uses the thank you page for tracking and remarketing with Google AdWords. Any customer that downloads Tim's free chapter has now started moving through his funnel and is one step closer to a consultation or conversion.
Finally, to complete Tim's marketing strategy Digital Shift optimized his Facebook page. New graphics and images were added to give the page a more professional look and feel. The Facebook page was also properly optimized to help with organic search ranking. Furthermore, each time a new image, graphic, or banner was added Digital Shift ensured that it matched the scheme and feel of the landing page. This brand consistency is crucial because it provides visitors with a sense of security and familiarity from page to page. Detailed service descriptions were also added to Tim's Facebook Page to encourage visitor engagement and prevent abandonment. Helping Mental Health Support rank higher in SERP's (search engine results page) is very important when trying to increase awareness and conversion.
Digital Shift also uploaded Tim's video to the Facebook page and created a large, clear call-to-action. The call-to-action provided customers with a free chapter of Tim's book. Utilizing all these digital assets has helped Tim develop relationships and create a sense of rapport with his target customers. Developing these relationships is very important to building his brand awareness via social media.
As the marketing strategy case study shows, Mental Health Support has seen a large increase in business inquiries since partnering with Digital Shift. Optimizing Tim's web content and Facebook page have acted as a catalyst for his lead generation. Through consistent advertisement branding and landing page re-design, Tim's visitors have become more engaged and his conversion rates have steadily increased. By making Mental Health Support more discoverable and solving their visibility and location issues Digital Shift was able to increase brand awareness, traffic generation, and help with customer conversion.