Wellness Center
DNA Mrkting partnered with a leading wellness center in India, to enhance their branding, sales, and drive growth. Our 8-point digital marketing integrated approach combining SEO, Paid Media, and Analytics led to significant improvements in wellness center brand presence, sales and revenue.
What’s going on?
The Challenge
DNA Mrkting’s initial digital strategy relied heavily on paid search, with limited success in unbranded organic search. They lacked website SEO, and their website needed a number of technical optimizations. They needed to build a firm foundation for their website to improve brand presence, organic results, and sales through paid ads to increase social presence, website engagement, and better utilize analytics reporting. The challenge was to introduce a new digital strategy to improve brand identity, organic search, sales performance, and maximize the ROI of paid campaigns.
This would mean collaborating closely with the leading wellness center’s sales and marketing team, development resources, content team, and DNA Marketing internal teams to create a comprehensive 8-point digital marketing strategy aligned with organizational goals.
How DNA Mrkting Helped
The Strategy
SEO
A holistic approach to SEO was also crucial in driving Wellness Center’s SEO success. The team identified and addressed any issues hindering the site’s performance by conducting a thorough website audit. This included optimizing the website, technical SEO, website speed, improving mobile responsiveness, streamlining navigation, and implementing schema markup to enhance search engine understanding and visibility.
After completing the technical analysis of a website, the next step was to develop a comprehensive content strategy centered around creating and maintaining a well-crafted blog and website architecture. The blog would serve as a platform to engage with current and prospective customers, showcase industry expertise, and provide valuable insights on lighting trends, innovations, and solutions. By regularly publishing informative and relevant content, wellness centers could enhance organic search presence and gradually climb the search engine rankings for relevant terms.
For this reason, our SEO team prioritized content production. We introduced new data-driven blog posts to the site and developed solution pages to address specific use-cases. We also collaborated with our developer’s team to implement necessary technical changes to the website.
Social Media Campaigns
The Social Media Team meticulously analyzed over 28 competitors, crafting winning ad copies, creatives, and strategies. Our social media campaigns not only skyrocketed visibility by an impressive 875% but also catapulted sales by an astounding 218% across various platforms.
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Paid Media
To maximize the ROI of paid ads campaigns, the Wellness Center needed to adopt a more data-driven approach optimized to organizational KPIs. This would be accomplished by utilizing advanced analytics and tracking tools to gain valuable insights into customer behavior, identify key conversion points, and optimize ad spending accordingly.
Upon kicking off work on the Wellness Center’s account, our Paid Media team realized that conversion tracking is not properly set up and phone calls accounted for 80% of lead generation, despite the account’s targeted focus on promoting lead generation. The team shifted the account structure, built out additional campaigns, and overhauled the budget and bidding strategy to shift from a focus on lead generation to optimizing to drive quality leads from the website and phone calls. Our team utilized Google’s platforms to promote Wellness Center’s offerings and continually adjusted strategies to maximize ROI. We created an environment of consistent learning, reacting in real-time to user search behavior shifts and trends.
DNA Mrkting has convened an annual review meeting to delve into campaign analytics and reporting. Our efforts have yielded remarkable results, with a 128% increase in quality lead generation compared to the previous year. Moreover, through the strategic implementation of paid media ads, we have achieved an outstanding 9X growth in ROI.
Analytics
Our approach pivoted towards enhancing lead generation on the website. Recognizing that phone calls constituted the primary lead source over online inquiries, we identified discrepancies in lead tracking and attribution, hindering accurate analysis of website conversions. Working closely with the Web Analytics team, we validated tracking mechanisms and aligned them with revenue goals, bolstering the efforts of the SEO and Paid Media Ads teams. Leveraging insights from our Data & Insights team, we expanded the scope of data analysis, identifying new key performance indicators (KPIs) for campaign optimization and streamlining ongoing strategies.
Integration of Strategies
A key contributor to our success was the implementation of our comprehensive 8-point digital strategies, resulting in significantly enhanced outcomes.
The SEO and Paid Media teams collaborated closely, sharing keyword lists and insights to bolster each other’s endeavors and uncover avenues for improvement. Leveraging invaluable insights from the Analytics team, both SEO and Paid Media teams conducted rigorous testing and optimization. Additionally, our creative resources generated fresh and compelling ad copy, while UX provided invaluable recommendations for optimizing landing pages and user experiences.
Regular meetings and open communication channels fostered seamless collaboration among all teams, ensuring alignment in strategy execution.
Continued Optimixation and Growth
The Results
Our holistic approach resulted in immediate and substantial enhancements to the Wellness Center’s digital performance. Organic user traffic saw a notable monthly increase of 27%, while the ongoing rise in lead generation on the website and phone calls significantly contributed to overall revenue growth. The strategic shift towards prioritizing website-based lead generation culminated in unprecedented monthly revenue achievements.
Concurrently, our meticulous optimization of paid campaigns delivered remarkable returns on investment, consistently delivering qualified leads and customers at optimal costs.
Our collaboration with the Wellness Center exemplifies the potency of an integrated digital marketing strategy. By seamlessly merging SEO, Paid Media, and Analytics, we achieved remarkable growth for the Wellness Center, progressing challenges and establishing new benchmarks in revenue generation.
As we persist in refining and innovating their digital strategy, the Wellness Center remains a standout entity amidst India’s competitive landscape of wellness solutions.