About the client
The client, India IVF, is from Delhi. They have six centers in North India. In 6 months, our growth marketing service brought them over 6,000 leads with a 30 percent quality rate.
Initial Situation
In the beginning, they came to us with a simple website that got more than 2,000 visitors a month from their blogs. However, none of their commercial pages were ranked in the SERPs, so the website didn’t bring in any organic leads.Â
In terms of Ads, they tried to call ads, brand awareness ads, and video ads, but none did well in attracting valuable leads.
Our goals
- To rank their service pages so that they get free leads
- For some ideas on how to use meta ads to get quality Lead
- Plan social media marketing strategies to make people aware of them
Our challenges
Delhi is like a hub of medical services, especially for fertility centres, and most of the big players in India have a centre in or near Delhi. So, it is not easy to get a high-intent keyword to rank at the top of the search results. Â
The Solution
First, we make a funnel to figure out where to focus our attention. Since our client is focused on leads and branding, we go with AIDA (Attention, Interest, Desire, Action) funnel instead of AAARRR.Â
SEO
We fully redesigned the website to make it easier for people to use, and we added 120 blogs, mostly location-related pages, to help rank the commercial pages. Â
There weren’t many good internal links on their site, so we set up a silo structure by making the services page the foundation page and passing the authority of pages between them through the website.
We used heatmaps to track user behavior, and with that, we placed forms and calls to action that would turn users into leads and check on the results every week. Following this path helped us reach 1900+ visitors in 6 months.
Ads
For Google ads, we designed landing pages with the help of our UX UI designers and optimized the pages to improve the ad performance. Regarding keyword research, we chose precise keywords to target a quality set of people.
For Meta Ads, with the help of our copywriters and graphic designers, we created better creatives and got better results. We suggested our clients run free IVF camps and give away deals on special days. These actions helped us get over 4,000 leads from both Meta and Google ads in just six months.
Social Media
In social media, we focus on informative and engaging content around relevant topics like fertility myths and facts, emotional experiences of infertility, navigating fertility treatments, and managing family relationships to make our audience keep on consuming our content.
We made our client their first choice if they decide to go through fertility treatment at any point. Now, we are getting an engagement rate of 4+ percent.
