A medical device manufacturer wanted to use digital marketing to attract hemodialysis professionals to its website and convert them into leads. As a result of persona, SEO and competitor research, Kuno decided to address select user pain points and sentiments with a variety of targeted, multi-channel marketing campaigns.

One of these campaigns featured a Hemodialysis Handbook that was created to help nephrologists and dialysis nurses understand how flow measurement contributes to successful vascular access management. In a 12-month period, the campaign generated 3,678 website visits, 355 leads and 43 customers.

Choosing a retirement community or an at-home service is a big decision and, therefore, resulted in a sales cycle that averaged 3 to 5 years. Using traditional marketing methods including direct mail, print and radio, the customer acquisition cost (CAC) was not declining as revenue grew.

The results from the direct mail that worked well in one location over the past 5 to 10 years were slowly trending downward. With plans to expand service to additional metropolitan areas, it was necessary to begin moving budget dollars from these traditional marketing channels to the digital arena with a focus on content marketing and targeted advertising on search and social platforms.

• Facebook was used for educating highly targeted audiences and building the marketing database with top-funnel prospects
• Search marketing (Google AdWords) was used to promote mid-funnel offers such as live seminars and online events (webinars)
• Marketing automation was used to nurture prospects to a sales-readiness status

Analyzing year-over-year (YOY) comparisons, there was a noticeable decrease in the length of the sales cycle, which directly impacts CAC.

Fujifilm Australia’s Electronic Imaging Division wanted to increase social media engagement for its X Series cameras. Kuno proposed a more aggressive approach to social media posting on Instagram, which included reaching out to Instagram influencers with large followings to like and comment on new Fujifilm posts. Based on the Instagram algorithm, likes and comments from popular accounts offer a better chance for posts to be seen via the Instagram explore tab. As a result of those efforts, engagement growth on Instagram grew 51% from the Q4 2016 through Q1 2017.

At the beginning of 2017, Kuno noticed images of cameras were performing much better than any other images. Thus, the team has continued to post photos of X Series cameras on Instagram on a consistent basis.

Now, Fujifilm’s Instagram account is receiving engagement from larger, relevant accounts. When this happens, each post has a better chance of being featured on the Instagram explore page, which in turn results in more users seeing/engaging with our posts. We are also liking and following Fujifilm camera users who tend to return the favor. This promotes repeat engagement from Fujifilm fans and sharing to increase reach.

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 visitor 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 Healthy Living Blog, trackable campaigns and customer-centric email marketing communications.

A medical manufacturing company specializing in patient comfort products wanted to increase brand awareness and lead conversion on its website. Kuno launched a Google PPC campaign targeting people searching for their products or related products. The keyword strategy included both branded and non-branded terms. Specifically, Kuno wanted to A/B test two conversion points: contact us form and an FAQ download.

Ongoing optimization of bid and keyword strategy improved quality scores and led to a low cost of conversion and generated 86 conversions in just four months. The ads have generated 82 new contacts in their database and 5 new customers.

• Total efforts: 7,760 visits, 176 contacts, 11 customers
• PPC only: 3,833 visits, 82 contacts, 5 customers (3 months)

A leading childcare services and program provider in Northeast Ohio wanted to accelerate customer registrations from its digital marketing efforts. Kuno used Facebook advertising and Google AdWords to help target the organization’s ideal consumers by geo-demographic characteristics (e.g., income, parental status, location) in addition to people searching for keywords revolving around child care services.

By targeting both people looking for their service/product, as well as people who fit their ideal persona profile that might not be aware of their services, Kuno was able to accelerate results and help grow the business.

A professional services firm specializing in leadership development and training, team building and strategy execution wanted to increase lead generation and engagement from their website without spending a substantial budget on paid media advertising. Kuno analyzed the website and found that bounce rates were high, engagement by visitors was low and conversion rates could be improved.

Kuno recommended redesigning and rewriting the core website pages to better address the needs of the customers and offer them highly visible, helpful content offers. Kuno also updated on-page SEO to focus on keywords target audience members were searching for.

An email validation and intelligence services provider wanted to increase lead conversions and email engagement from its core website services pages. Kuno made recommendations and executed changes on high-bounce pages.

Lead flows were implemented on key services pages and content offer landing pages to encourage visitors to convert on an appropriate offer that resulted in:

• Capturing 80 new leads within 6 weeks
• 45% open rates, and 10% click rates from behavior-triggered emails

In addition, automated (triggered) emails were sent directly to a lead who visited one or more core pages and only clicked on bottom-funnel calls-to-action but failed to convert on a form. These emails further nurtured these valuable leads at the moment they were considering the offer.