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A regional healthcare system that includes an acute care hospital, skilled nursing facility, assisted living facility, home health center, employed physician group and retail pharmacy, wanted to further transition from outbound to inbound marketing.

Goals included increasing awareness of hospital services while educating the local community on a variety of topics, especially preventive care. Inbound strategies included creating digital content to help the hospital get found across search and social platforms.

The process included updating the website to focus on the patient experience versus a product-centric listing and explanation of services, improving the visitor experience and stimulating lead conversion. Kuno also generated new leads through social media promotions of gated and ungated content offers.

During a period of 12 to 18 months, content for numerous business units was reshaped while keeping the same common questions in mind:

• What’s the purpose of this content? Does it improve the user experience?
• What do we want our visitors to do on this page? What action happens next?
• Can the results be measured? What are the top KPIs (key performance indicators)?

The HubSpot Marketing software was used to create A Healthy Living Blog, trackable campaigns, and customer-centric email marketing communications.

Part of the budgets previously allocated for print collateral, print advertising, and direct mail were transitioned to help promote new content on digital channels such as Google and Facebook. HubSpot analytical tools were leveraged to improve search engine optimization (SEO), helping to promote individual physicians and services based on users’ search inquiries.

iOFFICE is one of the fastest-growing workplace management solution providers in the United States. The company equips C-suite executives, strategic planners and facilities managers with real-time data and communications software.

To move beyond its competitors, iOFFICE needed its website to evolve — if your site looks out of date, chances are people will think your software is, too.

iOFFICE also saw the potential inbound marketing offered to attract visitors, convert leads and close deals. The organization wanted to develop customer relationships and target buyers with a multifaceted approach.

A team of brand journalists interviewed iOFFICE employees and customers to develop buyer personas. This information created the foundation for optimizing the iOFFICE website user experience through constant monitoring and assessment of the user journey and conversion paths.

The team also used this information to launch a content strategy that included persona-specific, long-form blog posts, eBooks, webinars and guides for the iOFFICE website. These elements are constantly generating organic visits and converting visitors into leads.

Email campaigns helped further nurture qualified leads to then turn over to the sales team. Moving leads down the sales funnel is essential, since half of those who watch the demo video convert into customers.

iOFFICE also gave Kuno the chance to optimize its HubSpot software by providing ongoing website updates and maintenance. This allows iOFFICE to capitalize on what is working in real time.

Kuno continuously measures iOFFICE's webpage performance to better understand what their buyers expect. Based on regular website performance reviews, Kuno repeatedly makes improvements to iOFFICE's website experience and keyword objectives, resulting in marketing conversions and sales growth year over Year.

The bond between iOFFICE and Kuno Creative continues to grow. The team will amplify its SEO efforts to identify quick wins and longer-term keyword strategies to improve organic traffic. To further help move leads through the sales funnel, Kuno is creating persona-centric videos for the iOFFICE website.

Kuno Creative has worked with iCONN Systems in various capacities and has achieved success with website content strategies, website development, UX and more. Additionally, Kuno's SEO experts integrated a HubSpot SEO strategy that dramatically increased iCONN's success when it came to search engine optimization.

Over time, Kuno's HubSpot SEO strategies would help iCONN achieve more Featured Snippets, improve keyword rankings and ultimately increase traffic to the website. iCONN would help with subject matter expertise to ensure the technical information was accurate.

Through the use of various tools and techniques, Kuno could significantly improve iCONN’s SEO rankings. Kuno’s knowledge of SEO trends and opportunities allows for growth over time, rather than immediate results. The strategy would allow for continuous improvement.

Our organic strategy for iCONN started with a focus on the fundamentals of search engine optimization. We began building a strong organic foundation by: 

• Creating effective page titles and meta descriptions
• Adding strong CTAs
• Optimizing page copy along with a technically sound website. 

From there, we also targeted featured snippets or “People Also Ask” results along with the keywords that were generating the most conversions.

The SEO strategy for iCONN focuses on comprehensively answering search queries with the website content. This will continue in the future, along with a focus on optimizing for keywords that led to new contacts and/or customers in order to make sure we are impacting the bottom line as much as possible through the organic channel.

The client is a leading competitive energy supplier serving two-thirds of the Fortune 100, with more than 1 million residential and 100,000 commercial customers. It had strong brand recognition already, but low readership and engagement on its blog and website.

Readership had steadily decreased since the blog launched three years prior, and the number of subscribers had hit a plateau. The company wanted to drive more organic traffic to its website by improving blog readership. It also wanted to better utilize email marketing to improve customer engagement and loyalty.

The energy supplier turned to Kuno Creative for help.

We began ramping up blogging efforts with the ultimate goal of doubling the company's content to eight posts per month. Blogs were based on insights Kuno uncovered during interviews with the company’s business development managers in various regions, as well as search data.

In addition, the Kuno team developed more targeted regional newsletters and segmented emails to improve open rates. Kuno also tested various webinars, surveys and event announcements to improve customer email engagement. One of the company’s email marketing goals was to increase the number of customers who responded to its Net Promoter Score surveys. The Net Promoter Score reflects how many customers would recommend the company to others and is an important indicator of customer loyalty.

The combination of blogging and email marketing improved engagement and conversions. Within the first year, the company significantly increased its website traffic and blog subscribers and brought in more than 2,000 new business contacts.

By cleaning up its email marketing database and improving the quality of its emails, it also improved email engagement. More customers responded to its Net Promoter Score survey, which gave the company a more accurate way to gauge customer loyalty.