Bringing An Industry Into The 21st Century

A VC-backed healthcare startup engaged Foundation to develop a content marketing strategy that could be used to reach decision-makers in an industry where most conversations happen during live events. The client’s website had just been built and traffic was non-existent. Our objective was to come up with a plan that would attract their ideal buyers through content marketing and digital advertising, and generate inbound demo requests for their sales team.

The first step in the strategy-building process was understanding their target audience and what problems they were facing on a daily basis. To guide our research and help with content prioritization, we created target personas and focused on keyword mapping rooted in the specific pain points each unique target persona was experiencing.

When it came time to start executing the strategy, we set up a half-day training session to educate their entire marketing team on how to best use their growing social media accounts—LinkedIn and Twitter in particular. The training included instructions for developing and maintaining a social content calendar, tactics for increasing click-throughs when sharing links, content curation strategies to help build relationships with media members and key stakeholders, and more.

With their team equipped to handle social media management and distribution, our team began to focus on content development and digital advertising—specifically LinkedIn and Google Ads. Currently, Foundation is contributing ongoing blog content, managing backlinks and media outreach, and overseeing all advertising campaigns for the client.

Since execution of the strategy began:

• Website currently generating 1,000 sessions/mo — up from 0
• Converting ~1% of total site visitors into demo requests (with a 5-figure lead value)
• New solutions page developed & launched to continue to improve visitor > lead conversion rate
• Over 3% Google Ads click-through rate on highly-relevant keyphrases