Client Overview
AMAProducts, a leader in the Australian medical and healthcare market, embarked on a transformative journey in early 2024 to accelerate its digital growth and enhance customer acquisition. To navigate an increasingly competitive landscape, AMAProducts partnered with sml.med.LRG. to drive sustainable growth, enhance customer engagement, and optimise digital performance across all channels.
Challenges
Like many small-to-medium businesses, AMAProducts faced 4 key marketing challenges:
Fragmented Digital Presence: Despite strong market positioning, AMAProducts' existing digital strategy lacked cohesiveness, limiting its ability to convert high traffic into measurable results.
Escalating Acquisition Costs: Customer acquisition costs were rising, with inefficiencies across paid media channels reducing ROI.
Underperforming Organic Traffic: AMAProducts had untapped potential in organic search, but lacked the technical SEO infrastructure to fully capitalise on it.
Under-Optimised Customer Engagement: AMAProducts' digital marketing efforts lacked a fully integrated approach that leveraged customer data, personalisation, and re-engagement strategies to drive repeat conversions.
Objectives
The goals of the partnership between AMAProducts and sml.med.LRG. were clear:
Drive High-Quality Traffic: Increase relevant traffic across digital channels, with a focus on guest and registered users.
Optimise Acquisition Costs: Refine digital marketing campaigns to lower acquisition costs and improve return on ad spend (ROAS).
Enhance Conversion and Revenue: Increase conversion rates and grow revenue from both new and returning customers using a data-driven, personalised approach.
Strategic Approach
sml.med.LRG. developed and executed a comprehensive, multi-channel digital strategy tailored to AMAProducts' unique challenges. Leveraging industry best practices, advanced technology, and deep data insights, the strategy focused on three key areas: Paid Search, SEO Optimisation, and Customer Engagement.
1. Paid Search: Precision Targeting and Dynamic Bidding
Strategic Actions:
Advanced Keyword Strategy: Using sophisticated keyword tools, sml.med.LRG. strategically expanded targeting to include high-intent, niche keywords and non-branded terms within the healthcare sector. This approach not only improved traffic quality and conversion potential but also attracted new clients through generic, non-branded searches, diversifying AMAProducts’ audience reach.
Smart Bidding Technology: Dynamic bidding strategies such as Enhanced CPC and Target CPA optimised conversions while maintaining cost efficiency. Real-time adjustments maximised budget allocation.
Ad Copy Optimisation: Ongoing A/B testing refined ad creative and messaging, focusing on AMAProducts’ unique selling propositions like product certifications and quality.
Audience Segmentation & Remarketing: Custom audience segmentation enabled personalised ad targeting, while remarketing campaigns re-engaged visitors who had previously shown interest.
Impact:
Clicks increased by 36%.
Cost Per Click (CPC) rose by 8%, reflecting strategic investment in high-value keywords.
Click-Through Rate (CTR) decreased intentionally by prioritising non-branded keywords and generic search terms, shifting focus from branded traffic to high-value, conversion-driven opportunities and attracting new clients through broader search intent.
Engaged Sessions grew by 95%.
New Users increased by 91%.
2. SEO Optimisation: Technical and On-Page Excellence
Strategic Actions:
Technical SEO Enhancements: A comprehensive audit identified areas for improvement in site speed, mobile optimisation, and crawlability, aligning AMAProducts' website with Google’s best practices.
On-Page Content Optimisation: Meta tags, keyword placements, and internal linking were refined to maximise relevance and enhance user navigation. High-traffic pages were optimised for user intent.
Backlink Acquisition: Outreach campaigns targeted high-authority healthcare websites, increasing AMAProducts’ domain authority and improving organic search visibility.
Impact:
SEO enhancements drove a 27% increase in conversion rate, reflecting the impact of optimised content, improved site performance, and strategic backlink acquisition. By aligning with Google’s best practices, AMAProducts boosted search rankings, attracted high-intent users, reduced bounce rates, and increased engagement.
3. Customer Engagement Optimisation: Building Lasting Relationships
Though the formal email marketing strategy will launch after AMAProducts’ new website goes live in November 2024, sml.med.LRG. has already provided strategic CRM optimisation guidance to lay a strong foundation for its success.
Strategic Actions:
Customer Segmentation and Personalisation: sml.med.LRG. advised on detailed customer profiles based on behavioural data and purchase history, enabling more personalised digital marketing efforts.
Cart Abandonment and Retargeting: Automated workflows for cart abandonment and post-purchase follow-ups were established to encourage repeat purchases.
Future CRM Optimisation: Initial groundwork laid the foundation for more personalised customer re-engagement and lifecycle marketing campaigns set to begin in late 2024.
Impact (Guidance Phase):
AMAProducts is now positioned to fully leverage CRM-driven engagement strategies to improve customer lifetime value (CLV).
Results
The digital marketing partnership between AMAProducts and sml.med.LRG. resulted in significant performance improvements:
Paid Search:
Clicks increased by 36%.
Cost Per Acquisition (CPA) dropped by 14%.
CTR was strategically decreased, signalling a shift to higher-value traffic that drove stronger conversions.
Engaged sessions grew by 95%.
New users increased by 91%.
SEO:
Conversion rate improved by 27%, underlining the effectiveness of technical and on-page SEO improvements.
Revenue:
Weekly revenue from guest and registered customers grew by 33%.
Total conversion value surged by 98%, driven by higher-quality conversions.
Through a precise and data-driven approach, sml.med.LRG. successfully transformed AMAProducts' digital marketing performance. The combination of advanced paid media strategies, technical SEO excellence, and CRM consultation delivered measurable, sustainable growth.
This case study demonstrates sml.med.LRG.'s ability to deliver comprehensive digital strategies that align with business objectives and maximise ROI. By focusing on personalisation, data-driven insights, and strategic execution, sml.med.LRG. helped AMAProducts build a foundation for long-term success in a competitive market. If you have any questions or need further assistance, reach out to Raj, Fiona or Rahul at hello@sml.digital.