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CASE STUDY:

LANGUAGE ACCESS NETWORK

  The Challenge

It was necessary to instigate conversation regarding an expensive piece of hospital equipment. The decision hinged on reaching the right people who work in a position of power at the hospital whom could ultimately decide to make the purchase. We had to find a way to reach a B2B audience and inspire those specific individuals to see the equipment’s value and therefore comfortably commit to the cost.


  The Solution

Although we executed outreach on social, combined with a bit of PR and outsourced blogs, the highlight was the digital ads - a catalyst for increased traffic to their website. This resulted in 292 demo requests and 33 phone calls received directly from Google AdWords.


  The Results

(1) Organic Search @ 53.5%/22,853 Sessions, (2) Direct @ 24.2%/10,368 Sessions, (3) Referral @ 15.3%/6,541 Sessions, (4) Display @ 3.7%/1,572 Sessions, (5) Social @ 1.6%/677 Sessions, (6) Paid Search @ 1.3%/561 Sessions, (7) Other @ 0.6%/277 Sessions, (8) Email 1 Session

Within Google Analytics, from November 1, 2015 - Feb 28, 2017 LAN received:

292 demo requests breakdown:
  • 4 from Google Display/Remarketing (1.4% of all forms)
  • 35 from Paid Search (12% of all forms)
  • 15 from Facebook ads (5.1% of all forms)
  • 234 directly (going straight to lan.us - 80.1% of forms)
  • 2 from Social Media (0.7% of all forms)
  • 2 from Organic Search (0.7% of all forms)

Phone Calls received directly from Google AdWords (Search ads):

Breakdown of 33 calls:
  • Feb 2016: 11
  • March 2016: 2
  • April 2016: 1
  • May 2016: 1
  • June 2016: 2
  • July 2016: 3
  • August 2016: 4
  • September 2016: 4
  • October 2016: 4
  • December 2016: 1

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