case study
SituationAs a new specialized healthcare software as a service (SaaS) company, it’s challenging to capture the attention of your target audience in order to prove the value of your solution. To add to that difficulty, a number of new startups and a handful of large competitors saturate the space.
After speaking with Brian Albury, the founder of ChiroSpring, a practice management solution for chiropractors, we identified the major challenges for their marketing. Their great and innovative features were ahead of the market. They developed their solution in direct response to there being hard to use products in the market, and built it for their family run chiropractic office directly, but… they had little to no brand recognition, website traffic, lead generation, or sales (given the potential they have).
That’s when they turned to Responsify to grow their revenue over the first three critical years and help them successfully obtain venture back funding.
Our approach transitioned ChiroSpring from zero content to an SEO and customer-focused, value-driven inbound content strategy.
We laid out a framework for their organizational growth, including Research & Strategy, Content Production, Premium Offer Production, Email Production & Automation, and Social Posting & Automation.
By creating compelling and targeted content, we increased their website traffic and conversions, ultimately helping them grow their chiropractic software company.
We conducted a thorough analysis of the competition’s marketing strategies to identify what sets each brand apart and to gain insight into their website traffic and marketing tactics.
By focusing on ChiroSpring’s target audience and understanding their purchasing journey, we developed a content strategy and editorial calendar to create campaigns with relevant keywords that would rank ChiroSpring higher on search engine results pages (SERPs).
With this approach, ChiroSpring was able to effectively engage and educate their ideal customers, leading to significant business growth. Our keyword research was based on the unique challenges and goals of ChiroSpring’s buyer personas, ensuring that the content we created was perfectly suited to their needs.
168 ARTICLES PRODUCED
Approximately 134,400+ WORDS WRITTEN BY OUR SUBJECT MATTER EXPERTS
At ChiroSpring, our goal was to develop content that would engage customers, answer their most pressing questions, and convert. To achieve this, we first analyzed their obstacles, top-related challenges, and goals. We then created content that empathetically addressed their pain points with hand-selected topics. Our main focus was publishing articles which were the cornerstone of Chirospring’s growth marketing campaign.
Our team started with research and strategy, then working together continuously produced over 168 insightful, educational articles. We put our best efforts into writing, editing, strategic oversight, project management, and search engine optimization to bring the strategy to life.
The secret to Chirospring’s success was the ability to deeply understand their target audience and main main decision-makers through continuous research. The content was purposeful, educational, and engaging which ultimately led to successful conversions.
In addition to the articles, we created 14 premium offers to deliver significant value and attract the target audience. These offers were designed to provide in-depth and comprehensive information, unlike regular blog posts or articles. 84 contacts downloaded eBooks demonstrating their interest or intent.
By unlocking these gated premium resources, potential customers shared their contact information with Chiro Spring. This allowed the company to establish communication and nurture leads through email marketing, guiding them through the sales funnel.
Lead Nurturing
Our content strategy for ChiroSpring focused on creating visually appealing and engaging email templates that matched the brand’s style and messaging. A total of 182 custom email files were produced.
We also set up and configured custom workflows to streamline the email production and automation process. By doing so, ChiroSpring was able to save time and effort while delivering targeted and engaging messages to its audience.
To further personalize the email experience, Responsify created custom email workflows based on the recipients’ specific actions. These workflows enabled Chirospring to deliver timely, targeted messages to increase customer engagement and improve conversions.
Email Lead Generation
In approximately 36 months, we produced 6 high-quality emails.
These emails produced 830 acts of engagement from high quality leads.
Social media and marketing automation was part of the strategy.
Along with each article a social post was created —168 social media posts.
We partnered with Chirospring for approximately 36 months. In those months, they saw a 181k% increase in their overall website sessions. This produced close to 200 new contacts and 185 customers.
ChiroSpring experienced a 170% increase in organic search traffic.
The email open rate is a key email marketing metric that indicates the percentage of recipients who open an email out of the number it was sent to. The email open rate was approximately 15%. Anything between 15-25% is a good email open rate.
ChiroSpring experienced an overall 15% open rate.
Overall emails sent = 1,728,070
Email opens = 256,094
Open rate = 15%
September 2020 – July 2023
Creating straightforward and relevant landing pages and forms are key to any successful conversion rate optimization strategy. Chirospring’s total submissions were up exponentially with over 4,400+ submissions.
The approach to blog posts with premium offers, email production and automation, social media posting and automation, and website redesign positively impacted sales and ROI.
We’ve seen a significant increase in our top of the funnel leads thanks to Responsify. The team has taken the time to learn about the brand to differentiate it in the market. Moreover, they target marketing from new angles, stay on top of deadlines, and never fail to deliver what they promise. You can be assured that what you sign up for is what you will get. The content is SEO focused and written to engage readers. It is presented via social media as well as through email marketing
Brian Albury, Founder & CEO ChiroSpring
