SLOAN MEDICAL CASE STUDY
A complete digital overhaul leads to a 500% increase in engagement for a 30-year-old company
The Challenge
Sloan’s website wasn’t delivering leads, contacts, or activity.
Sloan Medical faced significant challenges with its outdated website, which was not originally designed to support sales activities. Lacking essential features to assist the sales team, nurture leads, and capture customer information, the website failed to serve as an effective digital hub. Moreover, Sloan’s minimal digital presence hindered potential customers from discovering their services. Additionally, the existing brand aesthetics and message did not effectively compete against larger, more established medical supply competitors, making it difficult for Sloan to stand out in a crowded market.
Outdated website
A single-page brochure site with no call-to-action.
Lack of consistent branding
The overall visual presentation was lacking.
No digital content strategy
The product was difficult to discover online.
We have a pretty serious international footprint, but our website screamed ‘small business.’ We needed the website to reflect the actual capabilities of our product.”
The Solution
A complete marketing strategy to support the sales team.
Messaging & Brand Overhaul
Peer Sales Agency dove in to give Sloan Medical a total marketing overhaul. We started by creating a laser-focused messaging matrix to help their team speak to prospects in a way that got attention and communicated value. We gave their logo a modern refresh and injected eye-catching visuals and product photography to pull the look together. In a short amount of time and with modest expense, we could put the pieces in place for a strong foundation.
Sales-Optimized Website
Now, it was time to build a hard-working sales website. The new site clearly communicated the value and differentiators of their key products. We added a blog to explain further how Sloan’s products helped solve their buyer’s problems, and the layout of the site intentionally moved users down the sales funnel.
We uncovered that Sloan’s key to success is getting samples of their product to surgeons and operating room staff. Joe Reischl, Sloan’s vice president, shared the mantra, “If they try us, they buy us.” We drove website visitors to a simple directive: Request a free sample.
Traffic-Driving Funnel
With the new site launched, it was time to drive traffic. We created a full-funnel content marketing and digital advertising strategy. The pieces came together to establish Sloan Medical as a thought leader in its field and boosted SEO. This organic content was supported by a digital ad strategy targeting buyers at every stage of their journey: search ads, display ads, organic content, and social ads drove new leads straight to Joe.
Strategic Tradeshow Retargeting
Tradeshows are also a major component of Sloan Medical’s sales process. We made those events even more impactful by retargeting attendees and ensuring Sloan’s sales team had the right tools to attract and nurture leads.
Strong brand foundation
Developed a messaging matrix and audience personas, as well as an overall brand refresh.
Sales-enabled website
Rebuilt the website to move customers down the funnel and request free samples.
Digital content strategy
Created organic and paid campaigns to increase search results and drive engagement.
The Results
More free samples and new business in the last two years than the previous five.
- Discovering Sloan Medical PPE is easier than ever. This exposure paves the way for Sloan’s sales team at in-person events or does the work for them for top-of-funnel prospects.
- With a digital strategy tailored to their niche audience, Sloan’s messages appear when people are actively searching for PPE solutions or passively consuming content on social media. Audience members see display ads on everything from the Weather Channel to their email banners, driving them to the Sloan website.
- Once on the site, the organic content educates users about Sloan Medical products using blogs, testimonials, landing pages, comparison guides, and other resources throughout the website. Of course, each web page features a large call to action to request a free sample. That free sample page has been visited thousands of times.
Key Results
-
280% increase in free sample requests
year-over-year - 496% increase in website sessions
- 502% increase in unique website visitors
- 499% increase in page views
- 95% increase in social media following
I'd say we're up about five times the amount of leads than we’ve had in the past. And the sales cycle is about 20% to 30% shorter on a regular basis than it used to be.”
Don’t miss out on sales because your website and content are falling down on the job.
Let’s make your website work for you.
So what are you waiting for?
Schedule a free consultation today and start growing your business.
