Pharma Services Company

Challenges

Pharma services company approached FireRock Marketing for help with its digital marketing strategy and execution. This included Lead Generation by leveraging SEO, Analytics, Paid Search, and customer engagement. They were experiencing a stagnation of their lead generation tactics which included traffic to their site with low conversion rates.

Approach

We conducted a comprehensive audit of their website, Google adwords, customer journey and lead conversion campaigns. By conducting thorough research we were able to uncover both on-page and off-page issues that were causing their organic traffic to remain stagnant. We were also able to determine the elements of their marketing automation and lead conversion that were not optimizing potential customers engagement with the site and ultimately reducing leads for their sales pipeline.

Program Execution

  • Executed strategy to align Analytics and Tag Manager to accurately capture traffic metrics
  • Comprehensive On page audit
  • Competitive Research
  • Keyword mapping and prioritization
  • Off page authority building

On page Optimization including:

  • Competitive insights
  • Keyword optimization across critical site elements

Customer Journey mapping (focusing on User Intent)

  • Focused on “dwell time” for visitors
  • Improved content for value add
  • Implemented challenger language and unique value propositions
  • Improved Call to Actions
  • Recrafted marketing automation

Search Engine Marketing (SEM)

  • Integrated keyword plan into ad copy
  • Improved ad relevance
  • Expanded ad copy and integrated extensions
  • Implemented targeted search term strategy
  • Established conversion and goal tracking for ROI evaluation
  • Developed audiences for retargeting campaigns

The Results

By taking a methodical approach to managing their digital marketing efforts we were able to increase their online dominance and attract the right clients with confidence.

  • Improved reporting for senior management
  • 376% increase in keywords in top 3 positions
  • On site Leads increased by 121% YOY
  • SEM campaign increased conversions by 52% with a 24% decrease in budget
  • Lead quality improved with 22% increase in margin per sale
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increase in New Users
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