MARKETING THE MARKETERS
ADAIDM, owned in part by the American Dental Association, approached us in 2009. They needed help redesigning their website, setting up a AdWords/Yahoo Search Advertising campaign, and increasing their keyword base. They had no market research to provide. Their market share was far below the competition.
OVERVIEW
Axiom9 was not needed to manage a complete campaign for ADAIDM. They worked in several capacities, from brainstorming and helping improve the Conversion To Buyer Ratio on their website, to creating silos and content to improve search engine exposure.
The industry holds several problems. Dentists do not view the internet as a valuable marketing tool. There are only about 200 000 dentists in the United States, and 15 marketing companies. Five of these have marketing budgets that far exceeded the budget for this project. Only one of the competitors targeted women dentists, although they comprise 35% of the workforce.
OBJECTIVE
Axiom9 was challenged with two objectives. First, we needed to increase traffic to the website. This required targeting dentists, one of the tightest target demographic groups we have to date. Second, to help create a platform that encouraged dentists to call the contact number.
SOLUTION
Axiom9 spent three weeks creating competition reports, and identifying ADAIDM’s actual place in the search engines. Our project did not include optimizing the main website, but to create a silo where it was possible to target industry specific keywords. Once this was done, we used the data to create a strong Pay Per Click campaign.
METHODOLOGY
The first objective was to identify SEO problems on the website and create a presentation that could be delivered in a meeting. Once this was done, Axiom9 identified 5 sub markets that had been previously overlooked by the company, and expanded their keyword list from 20 to 150.
Our next objective was to help brainstorm a new look and feel for the company. Again, we played a supporting role. We created the market research, and offered proposals. We even participated in the meeting via text.
Our third task was to identify keywords where ADAIDM was in the top 20 pages, and start creating optimized, reader-friendly, and content that would move the website to the top page.
The PayPerClick campaign ran separately. The competition in this industry is fierce, with some prime Cost Per Click prices exceeding $50 per click. This challenged us to find ways to read potential customers, while remaining in budget. This required finding keywords that were close enough to the prime keywords to show on the front page, but not be in direct competition with them.
The PPC keywords also needed to sell a product. The difficult aspect here was the vast difference between keywords used by the Dentist and keywords used by the Dental Marketing Industry.
RESULTS
The following results were achieved in less than 3 months
We levered our knowledge of keywords and Pay Per Click strategies to match the same traffic levels achieved by their in-house campaign, while spending only 2/5ths of their in-house budget.
The Website was in the top 18 search engine results pages when we started an on-site SEO campaign. This reached 38 keywords, with 22 moving steadily up. Page rank increased from one page with PR4, to 4 pages at PR4.
Organic traffic increased from 400 visits per month to 1500. Alexa Rank improved. The traffic which converted to leads increased in tandem, while maintaining a 20% close rate.
The company was impressed enough with the results that they retained us to help provide monthly SEO support to the ADAIDM customers.