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AI-Powered Inbound Marketing & Paid Acquisition & CRO | Digitalhealth

Digital Health AI
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AI-Powered Inbound Marketing & Paid Acquisition & CRO | Digitalhealth

AI-Powered Conversion Rate Optimization

 

When we were designing the client’s landing pages we made sure to have a conversion-centric approach. We had to carefully craft and refine every single element of each landing page based on:

  • Mobile Optimization
  • UX
  • Google Analytics Data
  • Heat Maps Analytics
  • Funnel Data Analytics
  • Multivariate Testing
  • Polls and Feedback
  • Technical SEO best practices

Our intel-gathering came from extensive market research, including other successful and unsuccessful competitors that armed us with valuable insights. We then took these insights into consideration and begun executing on the necessary steps to achieve high-converting pages that didn’t just impress the audience with a beautiful design but created an elegant flow of information that engaged the user with the brand on a more personal level.

From the very start of the project we knew we had to gather crucial data insights on a deeper level in order to uncover pain points to conversion at every part of the funnel. This approach was going to play a crucial part in lifting the “demo request” conversion rates.

It’s well known that page speed is a critical component in conversion rate optimization, and we made sure that every page was following the best code optimization practices and guidelines suggested by Google and other major search engines. This meant optimizing and minimizing certain code or potentially removing certain elements of landing pages entirely to achieve unparalleled speeds.

Using extensive AI-powered multi-variate testing platforms to redesign pages that convert users into paying customers to grow MRR is what separates a fast-growing SaaS from those that stagnate. Taking a comprehensive data-informed approach to ensure users downloaded the relevant content throughout the funnel and booked demos faster is what truly grew our client’s SaaS MRR at unprecedented speeds.

Once we eliminated barriers to conversion and provided a massive amount of value in a form of highly researched relevant content for our client’s perfect prospect, they felt a compelling sense of trust to continue booking a demo. This all came as a result of value-forward thinking and a ton of value-driven content for prospects.

Regardless of which digital channel they came from, search or social, we profiled our audience’s interests across specific platforms. This allowed us to understand the biggest challenges to buying, and develop highly specific personality profiles for In-Market audiences, so we could deliver value-packed content to address the audience’s pain-points at every stage of the funnel, before the payment.

 

AI-Powered Paid Acquisition Marketing & Retargeting Engaged Users

 

We thoroughly evaluated demographics, firmographics, and the types of audiences we had to go after. We picked Google Ads, Microsoft Ads, Facebook, YouTube, and Quora as the right platforms to reach a highly targeted audience.

By engaging the audiences with a relevant, compelling message, we hit the bullseye on 4/5 platforms, using high-quality & first-party data.

Refining and optimizing different paid channel campaigns was mission-critical. Scaling and growing spend across certain channels while optimizing others, is what we focused on every single day.

This means tracking every component of each campaign down to each tactical metric to measure inbound leads and reducing budgets across channels that don’t convert within our established CPA metrics.

Facebook and YouTube video advertising was our secondary supporting channel. Facebook’s various campaigns can be very effective if your targeting is spot-on and campaigns work together. That’s what we set out to do with our multi-channel marketing approach.

 

Using AI-Powered technology, we were able to tap into high-converting audiences during low-cost placement times of the day when the CPMs were much lower. This allowed our target audiences to stay engaged while driving engagement further.

This technology allowed us to reach unprecedented efficiencies, driving more qualified leads that resulted in 25% more demos, with the same advertising budget.

 

As a result, we reduced our cost-per-acquisition by 30%, while maintaining our demo targets.

We carefully gathered data intel through different analytics platforms to identity which interest segments were getting us the most qualified leads and generating the most booked demos across different campaigns.

After multi-variate testing and refinement, we found the winning combinations of ads and landing pages that resonated with specific audience segments. This allowed us to hone in, on our messaging across different “personality profiles” and continue scaling our tightly-targeted audience segments across YouTube and Facebook.

Designing content and engagement-based re-marketing funnels to reach our audience was another critical step that fueled the success of our campaigns across 4 major platforms – Google, Bing, YouTube, and Facebook. When somebody visited a site, each platform captured critical data in order to remind the visitor about the Digitalhealth SaaS brand, so we could continue moving qualified users through the funnel to book the demo and purchase the product.

We were able to lift the demo conversion rates through paid channels from 3.2% to 11.5% by means of multi-variate testing, interchanging different landing page elements and aligning messaging for different customer profiles and audiences for each platform.

 

AI-Powered Inbound Marketing 

 

Finding their brand online for relevant and highly searched terms at the start of our AI-powered inbound campaign was next to improbable. This was a massive undertaking because we knew this channel would be crucial in supporting paid marketing channels. After all, focusing on the customer journey and micro-moments is what it’s all about in today’s fast-paced digital economy.

You simply have to be there at the right time, on the right device, and on the right channel when crucial decisions about purchasing your SaaS are made. Otherwise, the customer will find your competitor and engage with their brand instead and ultimately buy from them.

Thus, we understood the importance of focusing on paid channels working alongside inbound marketing, to drive optimized traffic to the site. Through heavy analysis of search terms within our paid campaigns across Google Ads and Microsoft Ads platforms, we discovered high converting terms that we knew we needed to use for inbound content marketing optimization.

When users looked for a service related to Digitalhealth’s products and converted on very specific keywords, we made sure our client was ranking at the top of the first page on Google organically for the same keywords. This allowed us to dominate the SERPs on Google, as well as Bing on paid and organic listings together taking over the search space for high-converting queries.

We knew those particular keywords would bring them business consistently, because paid media provided us with proven data insights, so our SEO strategy was a practical bulletproof way to get quality leads by ranking 1st on Google and Bing. It’s always great to get organic traffic, but when it’s reinforced by PPC insights, organic SEO campaigns can deliver a much higher R.O.I.

Furthermore, using AI-powered tools we optimized the inbound marketing strategy around content gaps and specific topics that others have already covered through unique content pillars.

Overall, we were able to lift the demo conversion rates through organic channels from 2.5% to 9.8% by focusing on more relevant traffic, and optimizing the landing pages for different customer avatars.

 

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