Online marketing is only as good as the results it gets — so how to track, calculate and evaluate those results? In an arena where focus groups, surveys and other staples aren’t applicable, it falls to analytics. Here’s a recent digital media strategy we employed to help a client boost its online image and, thus, its ability to stand out in the marketplace and increase business.
Our client, Compassus, provides home health, hospice and palliative care in communities around the United States. It’s become a very competitive field as the senior population grows, and Compassus needed an integrated online strategy that would both raise awareness and also drive inquiries about its services.
We began by exploring the company’s website, which was dated and difficult to navigate. Its SEO was weak (if Hospice Compassus or its locations turned up at all in Google searches, it was many, many pages into the results), and the site didn’t tell a compelling story. There also was no integration into review sites such as Yelp, or regular social media channels such as Facebook.
So Parthenon took a multifaceted approach:
- Build a new, more versatile website to anchor Compassus online.
- Claim and renovate directories and review sites to reflect company values, as well as accuracy in feedback.
- Build out location websites so that each facility would turn up in searches.
- Launch a content development and paid advertising campaign to further drive traffic.
One major component was adding the ability to track calls coming in from the web. This gave us solid numbers to track website performance, but also would break down into the kinds of calls, as well the days and times they were made.
The result was a content marketing strategy that took original content, created a hub for it and leveraged the messaging out through public relations and social media campaigns. That, in turn, generated a solid influx of website visits and calls/requests for information. How much? Between August 2015 and August 2016:
- Website visits up 70%
- Page views up 83%
- Directory accuracy up 66%
- 12 times’ increase in calls from web
- Completed calls from web to locations up 750% this year
The value in those completed calls is that they led to more than just inquiries. And because the strategy Parthenon created is meant to be nimble and adaptable, it won’t go stale and so will keep producing results.
A comprehensive online marketing strategy is all well and good, but one that can be measured and shown to have a solid value is what will stand out for any client.