Smart Data Solutions

Opportunity

Smart Data Solutions (SDS) is a healthcare claims processing company with 20+ years of experience. They make the healthcare ecosystem more efficient by leveraging technology to provide effective, high-quality claims processing solutions. By having an established history and long-standing relationships, they have allowed the business to grow, however the SDS team was looking for a strategic partner to create + execute on an integrated digital marketing strategy.

Br8kthru partnered with SDS to establish and implement a demand generation strategy — educating and converting online users on SDS product and service offerings.

Discovery + Analysis

As a company with extensive experience in the field, SDS already had a marketing strategy in place. However, Br8kthru identified opportunities to align marketing and sales tactics to increase cohesion in SDS’ digital strategy.

Br8kthru’s discovery process showed opportunities to improve the marketing ecosystem. SDS had previously run paid media campaigns, but lacked refinement in audience, timing, and keywords, leading to limited clicks and zero leads. On the SEO front, the company was already ranking for a handful of keywords, but not the ones that were most applicable to its work, implying that much of its website and search traffic may not have been representative of its target market. Similarly, the content that was being produced was effective and generating traffic, but not effectively addressing the core audience.

Br8kthru developed a strategy to remedy the under-performing paid media, SEO, and content efforts.

Strategies + Tactics

Paid Media

Br8kthru established a two-pronged paid media approach to increase brand awareness and generate leads for the services that Smart Data Solutions offers. First, we ran ads to raise awareness of SDS. Those ads helped Br8kthru reach and begin educating potential customers. Then, we continued to refine the audience of those ads as we targeted online users for specific products and services.

SEO

In order to improve authority with search engines, Br8kthru built internal links within the company’s existing content. Unique keywords focused on SDS’ services were integrated into existing content to improve search rankings. And on the technical side, our development team addressed SEO updates on the backend of the site. This strategic approach, combined with our content efforts, helped improve both on-page and technical SEO.

Content Marketing

The primary focus for our content marketing efforts was well-crafted articles aiding education for our target market. We established a pillar + cluster strategy that supported a new offering for SDS. This is a long-term, SEO-focused content strategy that uses keyword research to inform high-value topics + increase top of funnel traffic.

Results + Measurements

Paid Media

Within the brand awareness campaigns, we improved clicks for paid ads by 80 times, increasing from an average of 2 clicks per month before we began to an average of 165 clicks per month now. We continue to refine the solutions-specific campaigns — and are already seeing an increase in lead generation, with 10 times more qualified leads being generated per month.

SEO

Traffic numbers to the SDS website have increased by 127.97% year-over-year (YoY). We have also seen a 131.41% increase in new users YoY.

Content Marketing

SDS’ pillar + cluster project resulted in first page keyword rankings for 85% focus keywords selected for the project. We also saw search visibility around the focus keywords rise to 37.5%, with continued improvements in the months following the publication of the final article. This led to the development of another pillar + cluster strategy to tackle difficult keywords for organic rankings.

Our long-term success alongside Smart Data Solutions demonstrates the ways we can collaborate on both short-term and long-term improvements to digital marketing efforts for sustainable growth. Whether your team is looking to make fast yet impactful improvements or to create an entirely new holistic digital marketing strategy, Br8kthru can help. With our complimentary Digital Marketing Gap Audit, our subject matter experts will review three areas of digital activity and share opportunities to advance your marketing maturity.