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Lead Generation Case Study
Creating Qualified Leads for a Healthcare Communications Firm
10-Second Summary
My client, a healthcare communications firm, needed to increase its website leads. Through a process of content auditing and collaborating with client sales team members, we created a decision-level content offer that has since contributed to a 175% in lead generation.
The Challenge
After concentrated content efforts and site modifications my client, a healthcare communications firm, had been enjoying strong SEO and organic performance. Having already quadrupled both their number of keywords in top 10 positions and their YoY organic traffic, it was time to focus greater attention on turning these visitors into leads.
While they already had a handful of content offers, the percentage of visitors that were turning into leads was lagging behind their other metrics. It was clear that there was something missing.
The Solution
Addressing this challenge consisted of two major components. The first was ensuring that there were attractive content offers that visitors would find valuable – no matter what stage of the buyer’s journey they were at. Following a content audit, however, we found that there was one type of content that was missing from their arsenal: decision-level content communicating the specific benefits and qualifications of working with my client.
To solve this, I conducted interviews with my client’s sales team to determine what visitors might find most compelling by inquiring what their current leads and customers liked most about their services – and something intriguing emerged. One known differentiator for my client was the scale and variety of its contact lists, which their customers could purchase and distribute targeted healthcare email and direct mail campaigns to.
At the same time, one item that came up was that competitors were often opaque about their contact lists, leaving it unclear as to how many contacts they had of each particular healthcare specialty.
What resulted came from a simple, but effective, idea: if customers want transparency, let’s give it to them. We would create a download that plainly stated the exact number of contacts my client has in each of their more than 300 healthcare specialties. It would be called the Count Catalog and would be updated quarterly to be kept as accurate as possible.
"What resulted came from a simple, but effective, idea: if customers want transparency, let’s give it to them."
The second component would be placing and communicating this offer properly throughout the site for optimal results.
Banners and CTAs were placed on core site pages regarding their email services, their direct mail services, and their audience reach. Other CTAs were placed on select blogs covering appropriate topics. In terms of communicating the offer, we promoted it in terms we believed visitors would appreciate. “No guesses. No approximations. Real Numbers.”
The Results
The Count Catalog has had a significant effect on my client’s lead generation since its launch.
By the end of 2021, the year the Catalog was added, new contacts created on the site increased by 175% from the previous year. The Catalog itself has since before the most commonly downloaded offer on the site in 2021. Today, my client has a not only strong SEO posture, but a steady stream of leads.
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