Contour Light: Generating Medical Device Leads from a Cohesive Strategy
The Contour Light team aimed to spread awareness of the many benefits that the Contour Light System has for both practitioners and their patients. Our role was to find successful ways to convert website traffic into high-quality leads. We did this by executing a detailed digital marketing strategy and creating a lead-generation campaign using a variety of marketing tactics.
Services We Provided
Blogging
Content Optimization (SEO)
Landing Pages
Email Drip Campaigns
PPC/Google Ads
The Results
Over the course of one year, we achieved:
Our Strategy
Our lead generation strategy was a cohesive plan; all parts worked together to achieve a principal goal – generate qualified leads for Contour Light. Each step of the funnel was integral in yielding results from the campaign.
Landing Pages
Our lead generation campaign first started with creating a custom landing page that we used to drive a targeted audience to generate conversions. Unlike the other pages on a website, a landing page is optimized to speak to a specific target audience. It provided the opportunity to discuss the audiences’ common problems and offer a solution.
This page featured the benefits of the device, an informational video, testimonials, and a primary call to action to “Schedule a Call.” Those who filled out this information were entered into an email drip campaign that has also been created by the KWSM team.
Once a visitor filled out the contact form on the landing page, they converted into a new “lead” for Contour Light. To continue educating these leads on the power of the Contour Light System, we implemented an email drip campaign via Mailchimp.
A drip campaign is an automatic series of emails sent out to provide audiences with multiple opportunities to buy, sign up, call, or act on the goal of your campaign. The purpose of a drip campaign is also to continue to educate and nurture your leads by providing them with more information. A successful email drip campaign offers a further opportunity to convert leads into new business. This email drip initiates once a user converts through our landing page or website by filling out the contact form.
Google Ads
In order to drive the right traffic to our landing page and encourage action from high-quality leads, we used Google ads. Google ads use a search network to deliver ads to people looking to make a purchase. This allows a business to have Google text ad placements on Google search engine results.
For Contour Light, we used Google text ads to test different campaigns based on high-intent keywords, keeping the needs and interests of our target audiences in mind. These campaigns were both brand and benefit-focused.
Blogging/Content Optimization
A lead generation campaign is not solely dependent on a PPC strategy. In addition to our Google ad funnel, we reached audiences using a blogging and content optimization strategy.
Our strategy included SEO optimization, monthly ongoing website work to improve the SERP ranking, and weekly blog posts. These blogs were strategic with keyword placement and focused on the frequently asked questions that potential Contour Light buyers were searching for.
