Belle Medical came to Hawke Media to implement a digital-first strategy so the brand could expand to several new markets.
Overview
Belle Medical invested its marketing budget primarily in TV and radio ads. With plans to open new clinics in several different markets, it was time for a digital-first approach. Still, the brand had been successful in building loyalty from its established customers, and didn’t want to sacrifice that priority.
Hawke developed a strategy designed to:
- Increase repeat business from existing clients
- Generate new interest, to be measured in consultations
PAID SEARCH
When Belle first came to Hawke, the brand had a PPC program, but operated with very traditional, straightforward targeting. We introduced audience segmentation and a more nuanced approach to A/B testing and targeting.
The brand launched with a $2,500 per month budget for paid search, but saw so much success right away that it quickly grew to $30,000 per month.
SEO
To help increase the reach on paid search ads, we also developed an aggressive search engine optimization strategy that was heavily focused on content creation. Each new landing page was build around strategic keywords and queries where our data indicated Belle could compete.
Combined paid and organic search increased monthly revenue by $8 million.
EMAIL & SMS
After a year of success with Hawke Media in PPC and SEO, Belle Medical expanded its services to include email. The automation series Hawke put together became the fourth-largest channel for driving conversions. The CRM used to support the email program was soon incorporated into the brand’s site for live chat and form submissions.
Due to growth in the business, the client went from 3 clinics to 9 clinics in additional states. The client was acquired for $25 million following this growth.
Results
- RANKINGS IN THE TOP 100
- RANKINGS IN THE TOP 10
- ORGANIC SITE TRAFFIC
- ORGANIC CONVERSIONS
- LEADS FROM PAID SEARCH
- COST PER ACQUISITION