How I Grew a Biotech Company From 0 to $420k in FREE ANNUAL Traffic From Google Generating Millions of Revenue in Just 1 Year (Case Study)
From zero revenue, no leads, and almost no organic traffic, in 12 months we helped the company generate millions in sales, more than 4,043 daily organic visitors totaling to $35,800 in organic traffic, and landing a prominent cancer researcher as a customer. Sounds like impossible? It’s not. This is how we did it.
How I Did It
Laser Targeted Marketing Objective
The goal was to build an online presence for the BioChain, a Biotech Company that had operated for the last 20 years, increase traffic to its website, and generate potential leads.
A year ago when we were chosen as the Digital marketing partner for the Biotech Company, it’s online footprint was non-existent. The Google Partner previously in charge of BioChain’s Google Ads account generated $0 in revenue throughout their one year contract, despite considerable investment in ads. We had to bring the company from the obscurity to the top positions in Google search. We also had to build a relationship between the BioChain and the intended audience to build trust.
We started with an in-depth analysis of the client’s current online presence. We established the business had a minimal online footprint. The company had no effectively targeted keywords to draw organic traffic. Also, there were no efforts at customer relationship management and customer acquisition. We also noted that a marketing funnel was not in place on the BioChain’s website making it virtually impossible to convert the little traffic trickling to the business’s website. That resulted in low conversions, little customer engagement, and even lower online sales.
We adopted a three-phase solution to stimulate organic traffic growth and generate leads for the Biotech company.
First, we researched the audience and customers targeted by the company to find out who they are and how they use search engines. This allowed us to identify keywords that could be targeted to generate higher conversions.
Secondly, we set out to create brand trust through content marketing. Our copywriters crafted high-quality content and SEO optimized content posted on blogs. The content targeted the identified keywords, and it was geared to provide valuable information to prospective customers rather than promoting the BioChain. We included calls to action on each of the content to encourage potential customers to ask for free consultations. The calls to actions were vital in generating leads.
Next, we implemented custom Google Ads campaigns geared to target the characteristics we uncovered on targeted the targeted audience and customers. The laser targeted ads packed the BioChain’s unique selling propositions, product benefits, calls to actions, custom ad extensions and retargeting.
Breakdown of Results
Our content marketing efforts resulted in:
• 17 new blog posts on the BioChain Blog
• 4 pillar blog posts each more than 2,500 words long
• 2 press releases each one with 530 full-page placements on high authority sites such as CBS, Reuters, NBC, and ABC.
We were able to boost the number of daily visitors from 116 in January to 4, 043 in December. This translated to $35, 800 in FREE organic traffic.
Within the one year, we:
• Scaled the Ad account up to 22 leads
• Reduced lead acquisition by $122 per lead
• Acquired leads from top brands & institutions
• ROI – 3 months 5x, 6 months 4,000%
While the strategy achieved significant results, we continue to tweak the marketing strategy closed-loop ecosystem. We use feedback from running campaigns to improve the ROI of inbound marketing efforts.
I AM A SCIENTIFIC MARKETER
A science geek with a passion for life science marketing.