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DB Occupational Health

Full Digital Marketing Campaign

"Having never invested in digital marketing before this was a real risk for us. I'm pleased to report that not only is our entire online presence better, we're generating leads"

David Barber, Managing Director

www.dbocchealth.com

David Barber provides specialist Occupational Health services in and around the Midlands, striving to look after the safety and wellness of the working population. They originally approached us looking for a new website, and upon deciding how best to work towards their goals, went on to outsource their digital marketing to our talented team.

The Challenge

David Barber Occupational Health had previously never explored digital marketing, so came to us with two goals; to make them more visible online and to generate more leads. From there, our team created a bespoke strategy that was geared around these goals and to their industry and came up with the steps to help achieve this. Knowing that the David Barber team had little experience in digital marketing, we wanted to educate them, and keep them fully informed on the actions we planned to take and the positive impacts these would have.

The Website

Before any digital marketing work went underway, the first part of our project was to create a brand new site for David Barber that fully showed off their expertise and dominance within the industry. We worked hard to present them as a fully rounded occupational health service, designing a very clean and modern site that fully adhered to their brand guidelines. Because they hadn’t worked on their online presence previously, it was key we created a site that gave us a strong foundation to build their digital marketing off from. Part of this was creating a technically sound website, that is fully in line with best SEO practice.

Digital Marketing

We knew our main goal was to drive traffic to the new site and increase conversions, therefore it was key our strategy was focussed around this. However, the market we were targeting was extremely niche and dominated by large name competitors – so we knew it was going to be a tricky task. We decided we needed a fully rounded digital marketing strategy that encompassed elements of SEO, PPC and Conversion Rate Optimisation (CRO) so that we could be sure to meet David Barber’s goals.

125%

Increase in Sessions

237%

Increase on Organic Traffic

32%

Increased on New Visitors

SEO

Our SEO efforts were initially focussed around content creation; this involved creating a priority keyword list which contained all the keywords relevant to their business, industry and services they offered. From here, we could look to bolster content on the site, create additional service pages and create blog posts that were centred around keywords with a high search volume. In doing this, we could capture more of the niche market that was searching for these keywords, and therefore drive more traffic to the site. Compared to when we first starting working with DBOCC, we now drive 376% more users to the site – a significant increase that is a combination of all our efforts. Going forward, we put more time into link building, as high quality backlinks important ranking factor and traffic driving tool for any website.

CRO

So we were driving more traffic to the website, great, but the next step was to get this traffic to convert and increase conversions for David Barber Occupation Health. We undertook an in depth conversion analysis across the site, using tools such as Google Analytics and HotJar to assist our finding. From here, we added more accessible contact forms, made more overt CTAs and generally looked to improve the way users navigated the site – so that is was fully geared around conversion, so far we have managed to boost conversions by 100%.

PPC

As part of our fully rounded digital marketing strategy, we forecasted that using Google Adwords would be effective in capturing this niche market from the source. We ran 4 campaigns around the core services David Barber Occupational Health offers, based off high search volume terms captured in our original priority keyword list. As part of our monthly tasks, we put time into optimising the campaigns, looking for additional keywords to target, adjusting ad copy and seeing how we could best optimise our bid strategy. Using PPC really helped to drive additional relevant traffic to the site, and worked towards achieving David Barber’s goals. Using PPC now accounts for around 20% of overall traffic on the site.

The Results

Our digital marketing campaign has been so successful that we managed to increase users and sessions on the site by over 350% (since we began work in March 2017), and have increased conversions by 100%. David Barber Occupational are one of our most loyal digital marketing clients today, therefore getting well deserved results for them is always so rewarding.

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"The new website is exactly what we needed. This takes us above and beyond competitors in the local area, we're really pleased!"

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