Silverlight Digital boosts brand launch of post-acute care leader, Joerns Healthcare
Remaining top-of-mind with your B2B clients is increasingly difficult, as brand loyalty must constantly be earned and earned again. This was the case with Joerns Healthcare as they considered how to promote the release of their all-new brand and Website, including some great new service offerings like JoernsNow next-day delivery. Their business: Joerns Healthcare partners with nationwide B2B clients to simplify the complex post-acute care world. They provide senior home care services, hospice medical equipment, and more to post-acute care patients in need.
The campaign objective was to deliver highly engaging email content to Joerns’ B2B audience to communicate the launch of their new brand, identify hand-raisers who wanted to purchase from Joerns and cultivate a community of Joerns’ clients. Meanwhile, Search Engine Marketing would be utilized to find new customers searching online, driving qualified traffic to the new Website. SEO backlinking strategies would be employed to ensure the new Website is connected to thousands of existing backlinks across the Web, plus some new ones.
Silverlight Digital’s certified HubSpot lead migrated Joerns’ email contacts from an older, antiquated email solution and set them up in HubSpot, filling in gaps in data and ensuring a clean start with high-quality CRM. Campaigns were created in compliance with GDPR and CAN-SPAM Act guidelines, ensuring smooth deliverability. Email templates, created in collaboration with Joerns’ creative agency, were built with a high standard for deliverability. Lists were regularly cleaned to reduce bounces and hit the inbox every time. Silverlight’s Search team developed new campaigns on Google Ads that targeted a robust list of keywords, curated to drive the best conversion results across Website contact forms with expertly written search ads and hand-picked landing pages.
The launch of the campaigns was a success, with ongoing optimization that provided consistent growth. With a 75% increase in Joerns’ marketing spend, Silverlight Digital was able to drive 171% more clicks and 13% more conversions on the Website, aided by a 36% drop in average cost-per-click. The “bed” and “lift” ad groups saw a massive 1,130% and 2,546% increase in impressions month-over-month, likely due to the recent rise in COVID-19 cases coupled with increased visibility of the Joerns brand on Google. Overall, conversions grew by 5% month-over-month. Organic traffic improved by +4.31%, and search ranking on Google improved by +42% since the program’s start.
The 2020-2021 HubSpot email campaigns saw an average delivery of 98.21%, meaning nearly 400,000 emails sent hit the desired inbox.