Paid and Organic Search- B2B Products

Paid and Organic Search- B2B Products

Two Problems, One Solution

The client, a major medical device manufacturer, was experiencing a high cost per acquisition through their paid search advertising. In addition, the client needed to gain more business through their organic search channel.

Apogee Results conducted a thorough analysis of the existing paid search marketing strategy and tactics. Apogee Results also conducted a detailed SEO audit and from that analysis developed an organic search strategy to improve the client’s target rankings.

Lower Cost Per Acquisition

Significant Increase in Organic Search Traffic

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Lower CPA

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Increased Conversions

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Site Traffic Improvement

The Solution

By organizing, expanding and optimizing the client’s Paid Search (PPC) campaigns, and with daily reviews and tweaks, Apogee Results delivered more leads for less cost. Overall the client gained more leads for less cost with Apogee Results.

The client’s website consists of many product pages as well as being rich in content on their industry. They had trouble with duplicate content issues, as well as unruly URL structures, among other things that kept them back in rankings.

With Apogee Results’ comprehensive organic search (SEO) strategy our client gained more highly qualified traffic for their most important phrases.

PPC Results

Apogee Results brought the average cost per acquisition (CPA) down by nearly 60% within six months. At the same time, Apogee Results increased conversion rates by nearly 55%, from 11.7% to 17.9%.

Organic Search Results

Apogee Results created a comprehensive strategy to address the many SEO issues discovered in the website audit. The client benefitted with a 30% year-over-year improvement in their target keyword based traffic. They also experienced a 20% lift in organic search traffic, which contributed to the total site traffic improvement of 23%.

Marketing Integration from Zero to 60

Marketing Integration

from Zero to 60

Winner - 2018 Drum Award for Best Content Marketing Campaign

Nominee - US Search Award for Best Content Marketing Campaign

The Objective

When Capson Physician’s Insurance came to Apogee Results, they had no content marketing plan in place. Everything they had tried since launching their website on Hubspot in March of 2014 had been one-off testing with no clear objectives or strategy.

Capson’s objectives for this campaign were to create content that converted a lead to a customer, increase the overall site traffic, and increase Marketing Qualified Leads (MQLs) from 6.21 (historical average) to at least 50 per month. With the implementation of proper data tracking, Capson also sought to convert at least 20 Sales Qualified Leads (SQLs) each month.

The Budget

Budget for this campaign: $40,000 monthly for Content Creation, HubSpot Marketing Automation management, Paid Media Distribution (Google AdWords, Bing Ads, Facebook, LinkedIn, MultiView, and various other Display placements), SEO, CRO, and organic Facebook management.

Content That Closes Business

Target Audience

The target audience for this content are doctors (MDs) and practice administrators for small to medium size practices in the 28 states Capson is authorized to write medical malpractice insurance.

Strategy

The overall strategy was to build awareness and interest among qualified members of the general targeting audience and drive them through a series of website content engagements that would create urgency to fill out a quote form and ultimately end in the issuing of a new malpractice insurance policy. While implementing the traffic building process, the marketing automation processes in Hubspot were concurrently mapped and implemented to track leads through an email and website engagement series that would provide sales ready contacts for the underwriters.

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Return on Investment

Marketing Qualified Leads

Sales Qualified Leads

Potential Revenue

Implementation

Implementation began with improvement of the technical SEO foundation, including increasing crawlability, site speed and mobile optimization, migration to SSL, and solving indexation issues. The content strategy was then built on that strong technical foundation. This strategy included deep keyword research, creating content wire frames, and writing content focused on under-served but high intent queries for specific information about medical malpractice insurance without a reliance on brand recognition. Capson earned a wide variety of “position zero” featured snippets in a marketplace of big players with significant budgets and the ability to commoditize their services, thereby increasing qualified traffic and MQLs. That “position zero” validation was leveraged to gain high quality back links to Capson content through an ongoing influencer outreach campaign.

The Creative

Carefully crafted landing pages were written to serve high intent queries and distributed via single keyword ad groups in paid search.

Social media was specifically tasked with distributing content to highly qualified, top of funnel audiences based on the client’s existing database, site visits collected by social pixels, and layered interest targeting.

We used a blend of Facebook creative to serve video content as a first-touch brand awareness play and then segmented and served retargeted video viewers with blog articles and landing pages to drive them deeper into the customer journey.

The Results Were Amazing

Overall ROI
The website brought in on average 6.21 MQLs per month in 2016 and 2017. In the first half of 2018, Capson brought in 66.33 MQLs per month (398 total). Out of these 398 MQLs, to date, 154 have converted SQLs. Based on average close rates and premium costs, each SQL carries a first year value of $3,502. With $236,319.89 spent from January through June of 2018, the total first year value for Capson is $539,308.00, for a first year ROI of 228.21%

Evaluation

Organic Traffic:
The average monthly organic traffic for 2016 and 2017 was 666.79 sessions. In 2018, traffic increased each month and by June, Capson surpassed 2,000 sessions. (Update: in November of 2018, Capson broke 4,000 sessions). Organic traffic was also the highest driver of MQLs for top of funnel tactics, with 78 MQLs over 6 months, 37 converting to SQLs (47.43%)

Paid Search:
MQLs attributed to Paid Search came in at a $319.33 cost per acquisition. MQLs were converted to SQLs at a rate of 33.98% for Paid Search (88 out of 259 MQLs). This makes the average cost of an SQL $939.76, for a first year ROI of 372.64%.

Social:
Since starting Facebook marketing, Capson has gone from 383 total social media referred visits from March 2014 to December 2017 to 1,029 organic social referrals and 14,543 paid social referrals from December 1, 2017 to June 30, 2018. Of the increased traffic driven to the site, approximately 1% of social media traffic is converting to leads on that social visit. Lift in both direct and organic correlate closely to social media awareness and engagement.

The medical malpractice industry has become extremely commoditized over the years. Doctors don’t want
medical malpractice insurance – they are legally obligated to carry it. The industry is highly regulated, and
pricing differs little from carrier to carrier. These industry conditions make differentiation incredibly difficult. The
role of marketing is extremely important when attempting to distinguish such a highly commoditized industry.
Despite having tried multiple agencies and spending hundreds of thousands of dollars on
marketing over the last few years, Capson had almost nothing to show for it. Capson was on the verge of giving
up on marketing through digital means in order to drive business. Capson decided to give it one more shot, with
a new agency, and learned that when done right, digital marketing can be highly effective, even for medical
malpractice. Through this partnership, Capson has seen incredible success, and a road map for continued
success in the future.

Gary Fortin

Chief Marketing Officer, Capson Physicians Insurance

Learn more about engaging Apogee’s award winning team to get results for you.

Contact Us Today

Local Search for Retail

Local Search for Retail- Cavender’s

The Client Story

Cavender’s is a large regional western-wear retailer with 54 physical locations, as well as an Internet Retailer 500-sized web commerce operation. Privately owned, Cavender’s has grown to become the second largest seller of western-wear nationally and are strongly challenging the much larger chain Shepler’s.

Cavender’s worked with Apogee Results and achieved strong success in running profitable SEO and PPC engagements. Our work allowed them to outrank Shepler’s nationally on some incredibly challenging category and industry keywords such as “western wear” despite being outspent more than 5-fold by their larger competitor.

The Challenge

Although Cavender’s core online operations were performing strongly, the individual 50+ retail establishments were not getting visibility within Google Places for keywords other than the Cavender’s brand, therefore missing an opportunity to reach out to the millions of potential customers searching Google for a retail establishment where they could buy products such as “cowboy boots”, “western shirts”, and other similar items without the branded term “Cavenders”.

The Solution

Apogee Results worked with Cavender’s teams, both marketing and retail operations, to reconfigure the Google Places listings for each store, and also worked with the store locator pages on the main Cavender’s web properties. Our work included on-page efforts, link and citation building designed to give the Google search engine the appropriate credibility signals to display Cavender’s more frequently, and also some training materials to help local store operations encourage customer ratings and reviews at the local level, which is an important component of the local search algorithms.

Rapid Results

Cavender’s retail stores, within a very rapid time frame, saw their local listings show up in Google search for a broad range of desired product categories beyond simply the Cavender’s brand. These enhanced listings helped the retail / divisional executives at the company have trust and confidence in the corporate marketing team running the online campaigns, where before there had been a concern that the online group was possibly in competition with, and certainly not in full alignment with, the physical stores.

Agency Fit

Agency Fit- Livestrong Foundation

The Client Story

Late last decade, The Livestrong Foundation had reached the height of its popularity. With the wristbands losing their impact, Lance getting off his bike soon, and most of the free positive press surrounding him leaving as well, all signs pointed toward a plateau – if not shrinkage — in their ability to carry out their charitable missions. Livestrong was prescient enough to understand that their current Agency, which supplied the marketing and branding during the easier years that got them to where they were, might not necessarily be a good fit for them moving forward, in more challenging times.

In order to secure the foundation that had been poured, they needed to bring in a different type of agency to help them. Livestrong realized they could no longer be dependent on the luster from the millions of wristbands being sold. A more digitally focused and data-driven approach was needed in order to make a successful transition from sexy to sustainable.

 

The Challenge

Livestrong was receiving an acceptable return on investment on their paid media campaigns so it never occurred to them that the campaigns might not be fully optimized. With very low in-house resources for digital, no one was able to tell them that their Google Analytics wasn’t set up in a manner that gave them the correct metrics, or in a way that accurately tied spend to conversion.

They had the $10,000/month Google Grant but didn’t realize that the Grant campaign could be bumped up to GrantsPro status, giving them an extra $30,000/month in free online ads.

Also, many of the events that they were spending high dollars promoting through traditional marketing channels were not being integrated into their digital channels, making their efforts less effective. Basically, The Livestrong Foundation knew that they were not going to be able to move forward with the same type of strategy, but did not know what the barriers or challenges were.

Google Grants

Increase in Brand Awareness

Increase in Website Traffic

The Solution

Apogee’s immediate plan of action was to go in and see if there was any useful historical data in the legacy paid search accounts. After a series of audits, it became apparent that the campaigns had been set up poorly without any real goals, leading to improper conversion tracking and metrics.

After taking over the paid search accounts Apogee was also able to get the Google Grants upgrade into the GrantsPro program, resulting in a large increase in free monthly advertising. In order to bid competitively on higher priced key terms, Apogee was able to justify Livestrong spending an additional $30,000/month in paid media out of pocket by showing that the additional spend could be the driving force behind their three main objectives.

1. Fundraising (donations, e-commerce)

2. Community engagement and education

3. Cancer support

Maximized Google Grants Capacity

Huge Increases in Awareness

The Results Were Amazing

  • Maximized their Google Grants capacity, growing it four-fold to just under $500,000
  • Optimized and integrated their Google Grant spend with their out of pocket paid media to create integrated PPC and online media campaigns that were far more effective in driving a profitable e-commerce presence
  • Triple-digit increases in awareness and participation to all of their race events around the nation as well as double-digit increases in traffic to their website and donations
  • Able to stabilize and secure the foundation of an organization that had experienced an extremely rapid ascent to the top