For specialized products, like medical devices, generating leads from the right audience poses unique challenges. A lead generation marketing strategy, bridging the gap between businesses and potential customers in the target audience, is a critical tool to accomplish this goal. This is evident in the case of Contour Marketing & Sales, a leading authorized distributor of the Contour Light System.
This case study highlights their collaboration with KWSM, which crafted a digital marketing blueprint that consistently generated an average of 53 monthly leads in their target demographic, even during challenging times.
Lead Generation Marketing Case Study
The Contour Light System, an advanced red light therapy device cleared by the FDA for various medical uses, including pain relief and blood circulation enhancement, represents a significant investment for professional buyers. The machines are priced for professional use, and each lead, therefore, holds substantial sales revenue potential.
KWSM’s strategy focused on reaching a diverse array of wellness businesses, from independent practitioners to large-scale facilities seeking new wellness technologies. KWSM implemented a comprehensive lead generation strategy to engage this varied audience effectively.
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Building a Lead Generation Website
To capture marketing leads with potential interest in purchasing the Contour Light System, a new website needed to be designed with those leads in mind. KWSM built a new site to showcase the device, its FDA-cleared status, and, most importantly, real testimonials from their existing clients (wellness providers) and their patients.
The website’s design focused on clarity, incorporating engaging visuals and informative videos, complemented by a strategically-placed contact form for lead capture.
Crafting Quality Targeted Content
A key element of Contour Light’s lead generation marketing strategy was the creation of weekly original blog posts. These articles offered insightful information on red light therapy, emphasizing its scientific basis, FDA clearance, and benefits for both patients and practitioners.
This content strategy educated readers and enhanced organic search engine traffic, with the Contour Light website ranking in the top 10 Google Search results for more than 150 red light therapy-related keywords.
Expanding Reach with Targeted Digital Ads
A carefully crafted paid ad campaign was the cornerstone of Contour Light’s digital marketing efforts. We designed the ads to attract the attention of practitioners who would most benefit from incorporating red light therapy into their services.
Google Search Ads significantly accounted for approximately 98% of total leads for Contour Light. Despite launching amid the rocky business landscape during the COVID-19 pandemic, the campaign maintained a remarkable 13.5% click-through rate from 2020 to 2021, far exceeding the industry average of 4-6%. It shows how meaningful health and wellness technologies had become during this time and the true potential of digital marketing for the healthcare industry.
Is Your Marketing Strategy Targeting the Right Leads?
KWSM is committed to guiding businesses through successful transitions and growth as digital marketing continues to present new challenges and opportunities. Our collaboration with Contour Light System highlights our proficiency in delivering focused, effective strategies that meet the ever-changing demands of the digital marketplace.
For businesses seeking to improve their online presence and drive results, working with a lead generation agency like KWSM offers a blend of experience and innovative thinking that will generate results. We invite you to connect with us and discover the impact of a meticulously crafted digital marketing plan on your business’s success.
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