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The Business

Our client was a cloud-based performance management software company based in the United Kingdom. The company provides a platform for performance reviews, goal setting, and employee feedback and aims to improve employee engagement, productivity, and overall business performance.

Just as their website was about to launch, they enlisted the services of Exposure Ninja to help with their digital marketing.

Our Strategy

At the outset our client was still in their first year of business and their product, Continuous Performance Management Software (CPMS), was brand new. Their new website was freshly launched and not receiving any traffic (yet!). Few people had heard of “continuous performance management software” so there were low search volumes for this keyword.

But there was a demand for searches like “reduce employee churn”, “improve team performance”, and “improve annual appraisals”, especially amongst our target audience of HR managers and professionals.

We decided to plan our content around the specific problems that our target audience was having. We then marketed our client’s service as a solution to those common problems.

To amplify our message, we used digital PR to get the founder and his content featured in all sorts of business publications that were popular with our target audience. We still weren’t leading with the term “continuous performance management” as search volumes hadn’t yet picked up.

But the articles that we were writing on related topics helped to position continuous performance management software as a solution. This helped raise the profile of our client, his business, and the concept of continuous performance management more broadly.

We’ve mentioned the target audience several times because it was crucial that our content was created with a clearly identified audience in mind. By understanding the searches that HR managers were making on Google, we were able to create content that specifically helped HR managers with the problems they were facing in their roles.

As a result of our work, we got the client’s content ranking in position 1 for 32 important informational keywords.

Our Work

To kick off the Content Marketing campaign, our team compiled a comprehensive list of reputable websites, magazines, and blogs that are read and trusted by HR professionals. Our approach centred around creating research-led articles that positioned the client as a thought leader for this field.

We also expanded our reach by publishing on LinkedIn, the social network predominantly used by HR professionals.

Meanwhile, on the client’s blog, we published frequent posts and guides on various aspects of HR. After noticing that an article on HR “Trends of 2016” was ranking highly, we updated it for 2017, and it quickly climbed to the top of Google’s search results for its target keyword.

The Results

During the first year of the campaign, some of our articles gained significant traction on social media, particularly on LinkedIn, receiving hundreds of shares from HR professionals. As a result, we began receiving inquiries and requests for demos of the software from interested parties.

An exciting development came when a journalist from the Guardian’s small business sector approached us after seeing our client featured in several notable publications. They requested a quote from the client for a feature article, which was published on the Guardian’s website and included a valuable backlink to our client’s website.

We also successfully pitched an article to our contact at Entrepreneur, who accepted the company founder as a contributor. The resulting article on Entrepreneur, which included a link to our client’s website, received over 500 shares on social media and further solidified the client’s credibility and authority in the industry.

By 2020, three years into our marketing work, the client’s website was earning tens of thousands of visitors through search. These visitors became customers at a decent rate, which in turn helped the client secure the cash exit of his dreams.

The post HR SaaS: From Pre-revenue to a $33 Million Cash Exit appeared first on Exposure Ninja.

Regain Hearing is a private hearing clinic specialising in hearing loss. They are award-winning audiologists based in London, Essex, and Kent who provide several services, including earwax removal, hearing tests, tinnitus hearing tests and hearing protection.

Objective and Our Services

Regain Hearing’s long-term goal is to be the market leader in the audiology sector. But when they joined us in 2019, their site was only getting 1,000 visitors per month. As a first step, they set a modest target of reaching 22 leads per month within 12 months.

To help them reach this goal, we spent the first two months of the campaign building a new website for Regain Hearing to ensure we would have a well-optimised website that would convert traffic into leads. We then agreed to provide Content Marketing, SEO, Google Ads, Paid Ads and Organic Social Media management on an ongoing basis.

The Strategy

Regain Hearing has ambitious goals to be a market leader in its sector. Before starting with us, their website was generating no leads, and the business relied on local traffic. We recognised that they would need a new website, so we spent the first two months of their campaign building this.

This was a strategic decision to ensure there would be no wasted PPC ad spend once we set our ads live and to increase revenue generated from their website sales. The client was doubtful that PPC could be profitable for them based on their previous experience, and we knew a strong website conversion rate was a necessary first step to ensure we could hit the client’s goals.

Our PPC campaigns had a tight budget spread across many locations, so we knew we would need to be very surgical in our targeting. We set location targets around their five branches with tighter radius in the more populated areas (e.g. Eltham, where we limited location to the SE9 postcode) and wider radius in the less populated areas (one of our best-performing locations was actually “all of Kent” for their Kent branches).

We identified their most profitable keywords for our client included “hearing aids,” “wax removal,” “hearing tests,” “tinnitus,” and other bottom-of-the-funnel terms searched for by potential customers. We optimised the website for search using these keyword phrases.

During our research, we identified that wax removal was no longer available on the NHS, providing us with an opportunity to push for business in this market. We anticipated that there would be a high demand for this service and that slower competitors wouldn’t have spotted this void or thought to target it because of the lower average order value of “wax removal.” The client confirmed that wax removals were often booked by people with hearing problems and therefore had a good conversion rate to hearing aid purchases.

We prioritised focusing PPC ad spend budget on search terms relating to ear wax removal and optimised campaigns to focus on target demographics. Once we gathered enough data, we could spend the budget more efficiently — applying bid adjustments and iterating versions of our ad copy to be highly targeted towards our target customers.

Increasing the budget was a key strategic component to achieving the lead target and increasing the client’s market visibility. The business continued to gain more leads at the same cost per conversion, and we began to allocate the new budget to the top-performing campaigns and expand our reach.

The Results

Our initial target was 22 leads per month by month twelve. By month five, we had already smashed our target out of the park and achieved 83!

With three months spare, we hit 219 leads, overachieving our initial target by nearly 10x. Our client increased the ad budget, but we managed to reduce the CPA by 64% from £60.06 in month 1 to just £21.73.

We increased the conversion rate from 3.22% in month 1 of the campaign to 8.85% in November 2021. The campaign saw a 334% total increase in leads in the first 12 months. This translated to a 534% increase in revenue for the business, as average order values also increased.

The graphs and images below show our campaign’s successes in more detail:

In two years, from December 2019 to December 2021, we increased total traffic to the website by 1,090%, organic by 2,738%, paid by 407% and social by 1,543%.

Traffic increases from December 2019 to December 2021

Organic increases from December 2019 to December 2021

Paid increases from December 2019 to December 2021

Social increases from December 2019 to December 2021

Goal completions increased substantially between December 2019 and December 2021

Directly reported Google Ads conversions, between December 2019 and December 2021

The image above shows the site’s performance in December 2022 compared to when the campaign started in December 2019. Monthly users have increased from 1,000 to 16,000

Featured In The Daily Mail

As part of our ongoing Digital PR work for this client, we networked with several prominent journalists to achieve coverage. One of our target publications was the Daily Mail, which is widely read by our client’s target audience.

We got in touch with a journalist from the Daily Mail and explained our client’s expertise in the field of audiology. When our contact at the Daily Mail decided to write a piece reviewing health products, he asked our client to give an expert quote, which he was happy to provide!

Mentions like this, on national news sites, are brilliant for earning credibility and demonstrating thought leadership. You can see our client in the Daily Mail in the images below:

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Our client is a renowned private hospital based in London, known for being one of the UK’s largest independent charitable hospitals. Despite the industry’s strict regulations and the hospital’s size, we overcame several challenges to deliver exceptional results for our client.

Our Objective

The client was getting a good number of website visitors, but many of them were leaving the site without converting. So we wanted to improve the conversion rate of their website. At the same time, the client wanted to reduce the cost of acquiring every customer.

How We Achieved It

The Package

We started a large marketing campaign. We partnered with the client’s web development agency to ensure we launched their new site with best SEO practices in mind. This contributed to the new site performing exceptionally well, as we could hit the ground running.

The Strategy

By working closely with our client and drawing on our industry knowledge, we could provide a comprehensive digital marketing solution that surpassed all expectations. Our collaboration resulted in a successful campaign that met our client’s needs and helped improve the online presence of one of the UK’s leading hospitals.

Improving on-site content was a key strategy to increase ranking and traffic. We focused on a people-first approach, researching what potential patients were searching for and avoiding medical jargon such as “cholecystectomy”. Instead, we used language our audience would search for, like “gallbladder removal” or “gallstones treatment”.

By taking this approach, we ensured that users wouldn’t be overwhelmed or discouraged by the content on the website. This approach was applied to the entire website.

The Results

We quickly grew their digital presence from very poor to one of the most visible private hospitals in London online, generating a huge increase in inbound enquiries cost-effectively.

Website Visitor Wins

Our strategy quickly resulted in significant ranking gains on Google, with several blog posts becoming incredible performers. For example:

• What is a fibro scan? was consistently our top performer, earning 4,559 site visitors per quarter as of April 2021.
• The blog post Are you having a gallbladder attack? saw a massive increase in site traffic from quarter to quarter, from 552 sessions to 3,381. It also ranked on the first page of Google for 30 different keywords, with some improving their position by up to 39 places.
• Bench press: How to avoid injury was one of our most consistent traffic drivers, regularly delivering ~3,000 sessions per quarter.

Original Research

We stayed current and saw a chance to inform people about private healthcare versus NHS. After COVID lockdowns were lifted, NHS backlogs were at an all-time high. We surveyed people on choosing private healthcare instead of waiting potentially years for medical treatment. We shared our findings in a blog.

To capitalise on the survey, we then wrote a blog titled, “Private healthcare versus the NHS: Which should you choose?” In five weeks, this blog shot to the top of Google for 325 highly-targeted keywords.

Our Backlink Strategy

We partnered with bloggers in the London area who featured more luxury-style content. We also targeted publications that were regularly read by our target audience. As the client’s audience skewed older, we investigated publications such as Reader’s Digest, which resulted in us publishing two articles. These were featured online and syndicated in the Reader’s Digest newsletter.

What Happened in the Long Term?

Our work achieved fantastic results for the client. We spent time writing Google Ads, building new pages for under-marketed services like urgent care, and improving the visibility of profitable services that previously had zero traffic. Creating new content attracted readers to the site and earned 2,400 monthly visitors to our blog on gallbladder attacks.

Some of the highlights of our work include the following:

• A 19% increase in the number of people who saw the client’s ad (1,358,985 people), a 9.75% increase in ad conversions (5,682), and a 17% increase in conversion rate (4.18%) in one campaign.
• A 60% increase in page views for the consultants’ page.
• The shoulder-replacement page went from 0 to 3,200 views a month.
• The percentage of website visitors who completed a specific goal, such as making an appointment or filling out a contact form, increased by over 400%.
• The number of times the website was shown to potential visitors (through ads or search results) increased from 1.09 million to 1.73 million.
• The number of times users clicked on the website’s links in search results or ads increased from 27,000 to 32,000.

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Our client is an aesthetics clinic specialising in non-surgical fat reduction, skin care, incontinence treatments and laser hair removal. They are based in Lincoln, UK.

Our Objective

When our client first joined us, they had been experiencing some exciting growth in early 2021. However, they wanted to “take Lincoln by storm” by boosting their organic presence and challenging their competitors. Another aim was to expand their client retention levels and increase their upsell opportunities. Our objective was to increase traffic and improve the conversion rate to increase our client’s revenue by 30% in 12 months.

How We Achieved It

The Package

We have been working together on a small SEO and Content Marketing campaign since November 2021. By July 2022, we’d helped our client smash their sales targets and “achieve their best sales month ever”.

The Strategy

While the client’s website did already rank for some relevant keywords, there was a lot of traffic and revenue being left on the table due to limited organic visibility.

Most of the client’s leads were from PPC via Google and Facebook ads, with little direct traffic to the website. We identified that the tasks to prioritise for this client were to carry out a UX Audit, optimise the website, create content and acquire links via content marketing.

To start with, we worked on the client’s website from a technical perspective. This meant a complete SEO Audit to identify and fix any serious issues that might be affecting performance. At the same time, we researched a set of target keywords and mapped them to existing pages on the client’s website. This allowed us to optimise each page for a specific target keyword and played a vital role in helping the client’s website rank for those keywords.

With the foundations laid, we moved on to the website’s content. We rewrote copy to align the website with our target keywords and created a new homepage required to meet our audience’s needs. We improved the site’s internal linking structure and dedicated time to building quality backlinks to support our rankings for competitive keywords.

We noticed many potential customers had questions that needed to be answered before they felt comfortable booking an appointment. To help these potential customers move to the next step in the buying funnel, we wrote blog content and optimised existing web pages to answer those questions clearly. An ongoing email marketing campaign supported this work.

The Results

The results were transformational for our client’s business. We saw immediate improvements to keyword rankings, culminating in three new keywords in the top 10. The organic conversion rate and traffic numbers exceeded expectations every month since the campaign started in November 2021, with May 2022 showing a 309.58% return on investment of their marketing spend.

In terms of conversions, the results were even stronger. New visitors on the site were ready to book a treatment with three times as many organic leads received than forecasted in May 2022. We saw conversions from organic traffic more than double in just five months. As planned, we are hitting ambitious growth targets befitting the client’s business.

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MCS Cleaning is a family-run business providing domestic and commercial cleaning services in Leicester and the East Midlands.

Our Objective

When MCS Cleaning came to Exposure Ninja, they were generating 0-2 leads per day across all marketing channels. Our target was to increase the number of leads over time to a consistent 15 leads per month from PPC and generally help them find a consistent stream of revenue and new high-value contracts.

How We Achieved It

The Package

Our client started on a small Google Ads campaign with a limited ad spend. Once we demonstrated that lead volume was increasing due to our work, the client increased their ad spend to scale the results.

The Strategy

Given the limited campaign budget, we knew we would need to keep the targeting and structure of the campaigns extremely tight. With CPCs for some commercial cleaning terms we wanted to test at over £3, with a <£20/day total account budget, we knew we would have to be laser-focused.

Before our campaign setup, we had no previous data for how users would interact with the website and our ads, so we conducted some competitor analysis and benchmark research as a basis for setting up the initial campaigns. We focused on writing some strong ad copy that demonstrated the client’s unique selling points and strengths of the business.

We identified that their most profitable keywords were around cleaning companies, window cleaning, and other bottom-of-the-funnel terms searched for by potential customers looking for professional cleaning. We spotted that their website lacked content around these highly commercial terms, so our content team increased the amount of information about their services while also increasing their website conversion rate.

We ran PPC campaigns targeting these terms. Clicks in this market have a high cost, so we monitored conversions closely and prioritised the terms likely to bring higher-value conversions while reducing or eliminating the phrases driving traffic but minimal conversions.

The Results

When the client first joined us in November 2020, their website had a very high bounce rate of 70.50% across all channels. After a year, we had decreased the bounce rate by 43.61%, down to 45.28%.

While this happened, we also increased the monthly website visitors from 390 in November 2020 to 794 by November 2021, an increase of 68.24%. At that point, our client had higher website traffic, and the quality was much better.

Our Google Ads increased leads to an average of 20-40 leads per month by month three, quickly beating our target of 15 leads per month! The PPC campaigns were profitable from month one of our management, and we have managed to maintain these results each month after that for a full year.

These leads have included large and highly lucrative, long-term cleaning contracts that have strengthened the company’s position within its local area. We helped them attract such a large commercial client that they can no longer continue servicing new customers.

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Our client is an up-and-coming SaaS business that operates in a primarily B2B environment. The client’s offering is competitive, but the niche nature of their business means that the number of potential buyers is relatively small. With limited sales on the table and no shortage of competition, we had a fight on our hands to make our client stand out from the crowd.

Our Objective

Our client’s main objective was to earn more new business through their website. What made things different from a normal campaign was the niche nature of their field. There aren’t that many people in need of our client’s product, so while it would be possible to improve traffic, we were working with a fairly low ceiling.

Our focus had to be on conversions and the conversion rate. The month before the client started work with us, they recorded a conversion rate of 0.2%. That means, on average, they needed 500 visitors to their site to make a single conversion. That number needed to change drastically to get anywhere near our client’s sales goals.

To add more spice to the mix, the client had a big industry conference coming up and wanted our help preparing some sales materials — specifically, an eBook. That meant research, writing, editing, revising, and designing something that would impress potential clients, all in a matter of weeks.

How We Achieved It

The Package

The client signed up for a medium-sized marketing campaign with Exposure Ninja, which included Content Marketing, SEO, PPC and Design work. We allocated our resources between working on the eBook and working on the client’s website.

The Strategy

As mentioned above, the key to this campaign was the conversion rate. If we could improve that 0.2% figure to 2% or even 2.5%, we’d go from one conversion per 500 visitors to 10 conversions per 500 visitors, all without touching the traffic volume.

The client already had a fairly well-designed website, so instead of picking low-hanging fruit, we’d have to fight hard for every percentage point. We decided to roll up our sleeves and get to work rewriting copy across the site’s key pages and fixing any site issues that might impact conversions (like page load speed).

The Results

Our Content team worked hard to understand the needs of our target audience, then clearly articulated how our client’s offering could meet those needs. By making this clear in headings, body text, page titles and CTAs (calls to action), we made the value of the client’s offering immediately clear to people landing on the site for the first time.

This moved the needle, with the conversion rate improving from 0.2% to an all-time high of 1.99% over the next seven months! We were painfully close to our target number but couldn’t quite hit that 2% milestone we were aiming for. Fortunately, help was at hand. While it wasn’t our primary goal, we were also seeing substantial gains in organic traffic. A 144% gain when comparing the same month year on year. More users were coming to the site, and a higher percentage of those users were becoming customers. This culminated in a record sales month for our client that equalled the four previous months combined!

Last but not least, the eBook. Our content writers took what they had learned about the client’s business from rewriting the key pages and putting together an impressive content asset in record time (with the help of our hardworking editorial and design teams).

We managed to produce something that gave our client’s representative confidence at their conference and won plenty of praise from potential customers. It was such a success that our client immediately pencilled us in for part two. You can take a look at a couple of sample pages from that eBook below:

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