CASE STUDY:
HOW WE TOOK A NEW PRACTICE FROM
0 TO OVER 200 NEW APPOINTMENT REQUESTS IN JUST OVER 2 MONTHS
CASE STUDY: ERGODYNAMIC
CASE STUDY:
In 2013, Target Wide began working with Ergodynamic, a health and fitness specialist that helps clients eliminate pain and improve athletic performance by correcting misalignment of the body’s musculoskeletal system. The client was successfully operating several treatment centers in Spain and wanted to expand into the U.S. market. This presented a two-fold challenge: Not only had few consumers heard of Ergodynamic, but many were unfamiliar even with the type of services the company offered. Our team realized we would first have to educate consumers about a need they didn’t know they had. We created a strategy to identify Ergodynamic’s target market and craft campaigns to reach potential clients in the most efficient, cost-effective ways. Simply stated, our plan was to be everywhere and hook them in. And we did. Ergodyamic now has a dynamic website and ads that are directed at exactly the consumers the company wants to reach—and averages 60 appointment requests each month.
CRAFTING THE STRATEGY We began by working closely with our client’s team to identify the ideal users of their services. To help envision the users’ needs and interests so as to quickly draw their attention, we crafted several different personas: affluent running enthusiasts age 25 and older; successful professionals over 30 suffering from the ailments Ergodynamic treats; well-educated moms who might need this service for their children.
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67% of all American internet users use Facebook. In the UK it is 82%
CASE STUDY: ERGODYNAMIC
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This gave us access to well over 1 million people who fit the multiple groups we wanted to target in South Florida
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We wanted to go where these potential users are. We knew most are avid users of Facebook and Meetup, where they seek others who share their interests. Connecting with the Facebook page of ”Moms on the Run” or a Meetup group called “30Something Athletes” could lead us to people suffering from chronic pain related to poor running form. This gave us access to well over 1 million people who fit the multiple groups we wanted to target in South Florida, where Ergodynamic had opened its first U.S. location.
PUTTING THE PLAN TO WORK We created campaigns using ads, posts and pages that all spoke directly to our audience. For example: To reach those people with back pain, we created and tested Facebook ads and posts that focused on our client’s solution to back pain. Once users clicked on the ad, they were sent to a page that spoke about the benefits that come with our client’s service for those with back pain. Again, we were speaking directly to our target audience’s needs. We first gave the reader a full explanation of how poor posture or running gait can cause pain in the back, neck, leg or other body part. Then we gave a list of benefits from correcting those bad habits. Only then did we say our client could provide the solution. This worked well, perhaps because we had given the reader solid value rather than immediately pitching a sale.
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CASE STUDY: ERGODYNAMIC
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Each client’s needs are different, but the broad strokes never change....
type of user (mobile vs. desktop), the layout of the page . . . Everything!!!
We kept what worked and tweaked what didn’t. We’re still testing new traffic sources, new audiences, new ads, new platforms. We correct and adapt our strategy to the results of our tests, because in online marketing, one thing never changes: the constant nature of change.
Each client is different and each client’s needs are different, but the broad strokes never change: Identify the ideal customer and how to reach them, create strategies to attract them, and monitor each campaign’s progress so it can be adjusted if needed.
LET’S BUILD IT To find out how we can create unique campaigns that serve your unique needs, contact us today!
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We then tested—everything from the images used in the ads to the copy, the
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