Inbound Marketing for Medical Equipment Providers [Case Study]

This case study is for life-saving medical equipment providers for various industries, from hospitals to the military. Thanks to our collaborative work, we have been able to set this company as one of the leading names in their industry. Keep reading, to find out how our tailored inbound marketing programme has helped them boost their company and achieve the results they wanted.

The Best Kept Secret

When we first started working with them they were considered as “the best-kept secret” in the market. From a marketing perspective, they struggled to get their message across to their international audience, which prevented them from reaching their growth and turnover goals.

This company also wanted to launch new products and maintain its market share of the products it already had.

A Personalised Marketing Programme

Our goal was to help them become market leaders in their industry allowing them to reach their £3 million turnover target. For this to happen, we created a tailored marketing programme that will help them become an established brand.

The programme included:

• LinkedIn Advertising: targeted ads showing to people in hand-picked job roles in specific industries on LinkedIn.
• Marketing Content: blog articles written, published, optimised, and shared across their social media platforms.
• Lead Generation: we applied several conversion rate optimisation strategies to the website and also created two PDF guides on an annual basis to use as part of online lead generation.
• Email Marketing and social media support: email marketing and social media were to be managed in-house, and we have provided HubSpot marketing training and support/guidance on how to get the best results.
• SEO (search engine optimisation): ongoing SEO and monthly technical SEO to achieve high natural rankings in Google.
• Callrail: call tracking to understand which campaigns are helping drive inbound leads.

From 6 To 108 Keywords Ranking On Page One Of Google

Thanks to our ongoing and monthly technical SEO work, as well as our consistent content production, those life-saving medical equipment products now rank on Google’s first page with more than 100 keywords now on page one (up from just 6 at the start).

Educational Content & Social Media

Our regular content writing has not only aided them in ranking for a multitude of keywords but has also helped them create a library of educational content which means that their prospects can self-educate on their products and get the answers to all their questions.

Through our collaborative work with us, last month, six articles ranked as the most visited pages on their website, helping them reach almost 40,000 people on Google.

Furthermore, by consistently sharing their content on LinkedIn, this company has been able to increase its following to over 5,000 industry specialists.

Beyond The Secret - Organic Traffic Quadruples!

By creating branded PDF guides, and by regularly publishing articles each month, we have helped this company get 358 new leads and quadruple its organic traffic from 198 sessions per month at the start to 879 sessions per month over a 3-year period.

The growth in organic traffic, combined with more followers on LinkedIn, more email marketing, and more targeted advertising has led to a huge increase in overall website traffic.

This, in turn, has led to consistent growth in inbound leads, from a 3-month rolling average of 7 a month at the start to 32 per month - again, more than 4x growth.

In the client’s own words:

“JDR provide an excellent, professional service and really helped us put our business on the map! We have been working with JDR now for a couple of years and have seen our online presence increase tenfold.

“Their support and understanding of company marketing needs is second to none.

“We didn’t appreciate how much we needed their support until we started working alongside JDR.

“They are so knowledgeable of requirements for a business from SEO work through to social media presence, and provide all the guidance we require as that push we needed!

“A great company to work alongside and an even greater team of individuals.”

Through the use of an array of professional tools, we have been able to put “the best-kept secret” as one of the big providers of medical equipment, not only increasing their traffic but also their sales and because we believed we could help this client even further, we have helped them launch what is now considered a very successful podcast within their industry.

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To start the ball rolling, request a FREE review of your current website & marketing or book a call with one of our experts to see how we can help your business.