SUCCESS STORY #5

Premier Veins

The client’s challenge

Premier Veins is a Birmingham-based private healthcare service that provides effective walk-in-walk-out varicose vein treatments. We first began working with them in 2019 when they came to us for support with their PPC marketing. Although they had been running Google Ads PPC campaigns for some time, they recognised that tighter campaign management would help them to achieve better results. 2C also identified that Bing is a popular search engine with Premier Vascular’s target audience. So, we recommended trialling Bing Ads alongside Google Ads.

As we developed further insights into the brand’s digital marketing activities, we identified that our website design and build, content and creative and social media marketing services could help Premier Veins to:

  • Boost their PPC further
  • Improve their visibility and click-through rate for local SEO
  • Turn more website visitors into leads

Services used:

PHASE 1: PPC
Long-term Google Ads and Bing PPC management

PHASE 2: WEBSITE
Audit, SEO copywriting and content writing, photography and web development

PHASE 3: CONTENT MARKETING
Blogging and social media strategy and delivery

“It’s been a real pleasure dealing with Sara and the team. Sara is a personable professional, with a keen eye for detail, and it was her qualities that gave us confidence in the quality we would get from working with 2C.”

Nick Richards, Director – Computer Geeks

The Process

Phase 1 - Website improvements
  • Reviewed and fixed conversion tracking to enable accurate and relevant data collection and analysis.
  • Implemented Google and Bing campaigns.
  • Daily monitoring of campaigns and monthly reporting on performance and strategy adjustment recommendations based on analytics data.
  • Implementation of recommendations and continuation of monthly review and refinement cycle.
Phase 2 - Website improvements
  • Audit of website content, SEO, user experience and user journey to identify ways to improve traffic quantity, quality and conversion rates.
  • Implementation of audit recommendations.
  • Monitoring of website update impact on PPC campaign performance and local SEO.
Phase 3 - Content Marketing
  • Develop a content marketing strategy for blogging and social media marketing.
  • Implement the content strategy.
  • Monthly monitoring of campaigns and reporting on performance.
  • Quarterly performance audit and review of strategy with adjustment recommendations based on analytics data.
  • Implementation of recommendations and continuation of monthly reporting and quarterly review and refinement cycle.

The results...

Phase 1 - PPC

Google Ad Words

When comparing the five months of PPC data before the campaign to the first five months of the campaign, there was a:

+44%
average (mean) increase in conversion volume
+96%
average (mean) increase in conversion rate
+76%
average (mean) increase in cost per - conversion

Bing Ads achieved the following average (mean) results over the first four months:

• 3 Conversions per month
• 2% conversion rate

What does this mean?

The Google Ad’s campaign raised conversion volume and conversion rate statistics, which shows that the website traffic was of a higher quality than in previous months. Most importantly, 2C achieved a cheaper cost-per-conversion, and in turn a higher ROI. The Bing Ads campaign showed similar successes. Although both campaigns showed strong results, we looked for ways to improve PPC results even further and boost the success of other channels, including organic search. We recommended conducting a website audit to identify SEO, user experience and user journey optimisation opportunities that would improve traffic quantity, quality and conversion rates.

Phase 2 - Website improvements

1. Copy-edit written content to:

  • Be easier to scan and digest
  • Align with user search intention (be more obviously relevant)
  • Improve visibility in local SERPs for relevant search terms
  • Answer the target audiences’ questions

2. Reorganise the website structure and navigation

Adding clear calls to action on every page to improve the user experience and create a clearer user journey.

3. Build a blog page and create and implement a blog and social media strategy to:

  • Improve SEO
  • Increase brand awareness and trust
  • Reach new audiences and keep existing audiences engaged
  • Help move target audiences along the sales funnel
  • 4. Build brand trust

    Adding strategically placed testimonials across the site and replace stock images with images of the Premier Veins team.

    5. Create an optimised Google My Business profile

    Helping to improve Premier Veins’ chances of ranking high in local SERPs and appearing in Google’s top 3 listings in the local pack.

    The statistics below reveal that the website updates had a significant impact on performance in comparison to the previous period:

    +583.95%
    increase in sessions
    +176.19%
    increase in conversions

    This can be largely attributed to paid search (sessions increased by 265.45% and conversions by 700% as a result of the website improvements) and organic search (sessions increased by 528.99% and conversions by 325%).

    The website performance analysis also highlighted that Premier Veins’ social media traffic and conversions could be improved. We therefore recommended working with 2C to develop and implement a data-informed blogging and social media strategy.

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    SUCCESS STORY #4

    Birmingham Haemorrhoid Clinic

    The client’s challenge

    The Birmingham Haemorrhoid Clinic is a specialist private healthcare service that provides effective haemorrhoid treatments. They initially contacted 2C as they needed a digital partner to help them increase website visitors and leads, and improve their positioning on the search results pages (PPC).

    As we developed further insights into the brand’s digital marketing activities, we identified that our website copywriting, design and build services could help The Birmingham Haemorrhoid Clinic to:

    • Boost their PPC further
    • Improve their visibility and click-through rate for local SEO
    • Turn more website visitors into leads

    Services used:  

    PHASE 1:
    PPC – Long-term Google Ads and Bing PPC management

    PHASE 2:
    Website – audit, SEO copywriting and web development

    “It’s been a real pleasure dealing with Sara and the team. Sara is a personable professional, with a keen eye for detail, and it was her qualities that gave us confidence in the quality we would get from working with 2C.”

    Nick Richards, Director – Computer Geeks

    The Process

    PHASE 1 - PPC
    • Implemented conversion tracking to enable accurate and relevant data collection and analysis.
    • Implemented Google campaigns (Bing set-up starts in September 2020).
    • Daily monitoring of campaigns and monthly reporting on performance and strategy adjustment recommendations based on analytics data.
    • Implementation of recommendations and continuation of monthly review and refinement cycle.
    PHASE 2 - Website improvements
    • Audit of website content, SEO, user experience and user journey to identify ways to improve traffic quantity, quality and conversion rates.
    • Implementation of audit recommendations.
    • Monitoring of website update impact on PPC campaign performance and local SEO.

    The results...

    PHASE 1 - PPC

    Google Ads

    Google Ad Words

    +0%
    average (mean) increase in conversion volume
    +0%
    average (mean) increase in conversion rate
    -0%
    average (mean) decrease in cost-per-conversion

    What does this mean?

    The Google Ads campaign raised conversion volume and conversion rate statistics, which shows that the website traffic was of a higher quality than in previous months. Most importantly, 2C achieved a cheaper cost-per-conversion, and in turn a higher ROI.

    Although the campaign showed strong results, we looked for ways to improve PPC results even further and boost the success of other channels, including organic search. We recommended conducting a website audit to identify SEO, user experience and user journey optimisation opportunities that would improve traffic quantity, quality and conversion rates.

    PHASE 2 - Website improvements

    Our website audit identified the following optimisation opportunities, which we then implemented:

    1. Copy-edit written content to:

    • Be easier to scan and digest
    • Align with user search intention (be more obviously relevant)
    • Improve visibility in local SERPs for relevant search terms
    • Answer the target audiences’ questions

    2. Reorganise the website structure and navigation and add clear calls to action on every page to improve the user experience and create a clearer user journey.

    3. Add strategically placed testimonials across the site to build brand trust.

    4. Create an optimised Google My Business profile to help improve Birmingham Haemorrhoids Clinic chances of ranking high in local SERPs and appearing in Google’s top 3 listings in the local pack.

    The statistics below reveal that the website updates had a significant impact on performance in comparison to the previous period:

    +441.18%
    increase in sessions
    300%
    increase in conversions

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    Greensleeves Care

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    Work with 2C Digital Marketing

    Success Story #3

    Greensleeves Care

    The client’s challenge

    Greensleeves Care is a charity that manages more than 20 care homes across England. They wanted to increase leads via their website’s contact form, calls, email and brochure requests from Google.

     

    Services used: 

    “Sara and 2C Digital Marketing provided an excellent Pay-Per-Click service to Greensleeves Care over a number of years. We found Sara (Director) to be highly diligent, personable, customer-focused with superb customer service skills, and ability to overcome any PPC challenges. We would gladly recommend 2C Digital Marketing to other companies.”

    Anna Kleinman, Head of Marketing & Communications – Greensleeves Care

    The results…

    When comparing the six months before the campaign to the first twelve months of the campaign, there has been:

    +29%
    average (mean) increase in conversion volume
    +45%
    average (mean) increase in conversion rate
    +32%
    average (mean) decrease in cost-per-conversion

    What does this mean?

    The campaign is engaging the client’s target audience and this shows that website traffic is of a higher quality than in previous months. This, in turn, is boosting brand awareness, website exposure and leads.

     

    We know the traffic quality has improved because the conversion volume and conversion rate statistics show that more visitors are taking consistent action and converting once on the website. Most importantly, 2C is achieving a cheaper cost-per-conversion and in turn a higher ROI.

    Similar case studies

    Premier Veins

    Premier Veins is a Birmingham-based private healthcare service that provides effective walk-in-walk-out varicose vein treatments. We first began working with them in 2019 when they...

    Birmingham Haemorrhoid Clinic

    The Birmingham Haemorrhoid Clinic is a specialist private healthcare service that provides effective haemorrhoid treatments. They initially contacted 2C as they needed a digital partner...

    Work with 2C Digital Marketing

    It was no surprise last week when the UK followed suit of many European countries entering a period of lockdown in the face of the COVID-19 pandemic. While this was a necessary measure to take, the sudden change in lifestyle can put a strain on both your physical and mental health. Here at 2C, we understand that when you’re stuck indoors all day, with little else to focus on apart from work or what’s for dinner, life can seem a little grey at sea. That is why now, more than ever before, self-care needs to be something we practise every day, rather just be a buzz word we throw around. To give you a little inspiration, we did a quick whip round the 2C group chat to find out how the team are practising self-care to create a positive headspace during this challenging time. Here’s a list of some of ideas that were shared:

    Keep a routine. Despite being unable to go to work, or socialise with your friends, keeping a routine can be crucial in giving your day purpose. It can become all too easy to sit around in your PJ’s all-day watching Netflix. However, you mustn’t give in to temptation. Get up, get dressed and be productive! This brings us nicely onto point 2).

    Learn a new, or practise an existing, skill. Whether it be baking, drawing, painting or taking up the guitar. Invest time in yourself, and your extra-curricular skills outside of work. There are so many digital resources out there that can aid you in doing this: Duo Lingo (languages), Google Garage (online marketing courses) and YouTube channel Drawing & Painting (online art classes). Get creative! Who knows, maybe you’ll come out of this the next Picasso or a modern-day Shakespeare?

    Read. There is no better time than the present to finally crack on with your ever-expanding reading list. Give your local bookshop a call, are they still delivering? If you’re based in Bristol, Storysmith Books have re-designed their website so that you can place a digital order. Be it fictional or non-fictional, time flies by when your nose is stuck in a good book!

    Play Games. Whether it’s card games, board games, puzzles, crosswords or Sudoku – have fun and don’t forget to engage the brain!

    Exercise. There are some great ways both on and offline to help keep your mind and body fit and healthy during the lockdown period. It is a well-known fact that exercise helps to release chemicals (called endorphins) in the body which trigger a positive feeling. Our exercise recommendations include:

    • Home workouts – kick-start your day with Joe Wicks’ daily P.E. lessons on YouTube, or workout with Cassey from Blogilates to help stay in shape this Spring.
    • Yoga – HotPod stream daily donation (free – £8) based classes, as well as memberships to pre-recorded classes that help to engage the core, stretch and provide some much-needed you time.
    • Dance – keep your Friday nights alive by creating your very own disco in your living room.
    • Skating – be it roller or boarding, this is the perfect time to become the Sk8er girl you always wanted to be – you might even catch Sara longboarding by Ashton Court!
    • Walk, run or cycle – get to know your local green spaces on your daily one permitted outdoor exercise. Apps such as Strava can also help to track your performance.

    Listen to music or a podcast. Spotify is my current vice, with a depth of undiscovered music and podcasts to explore. My rotation this week consists of Mac Miller, Steve Lacy, and of course, Lizzo. Radio 1 is also providing some quality, light-hearted content which is perfect to help keep your spirits high. And 2C’s podcast list? Off Menu by Ed Gamble and James Acaster if you’re looking for some foodie tips and a giggle, How to Fail by Elizabeth Day is a favourite of Sara’s (the latest episode ft. Mo Gowdat discusses the COVID-19 pandemic with a refreshing and rational perspective offering reassurance) and Radio 4’s Beyond Today is great in answering the questions you have always wanted to ask – happy listening!

    Volunteer. It can become easy to feel powerless in times like this, however, there are many ways in which you can help! By signing-up to Can Do Bristol or Care Calls, you are able to contact those who are feeling lonely or vulnerable and offer your services, whether that be a grocery shop or quite simply, a chat. You can also print off this postcard to offer a helping hand to your neighbours. Times like this really help to highlight the importance of community.

    Clean/Garden. Give your spice draw a good clean, sort through that junk cupboard that you’ve been meaning to for years and wipe down those grubby skirting boards your mum nags you to do every time she pops round. There’s no time like the present to put those rubber gloves on and become a domesticated god(ess)! Whilst you’re at it, why not go outside and do a bit of gardening. It’s a great way to get some fresh air and Vitamin D, and take a break from your screen. You can even try to grow your own fruit and veg or lay down that patio decking ready for those summer BBQs. Either way, having a project to focus your attention on and something to look forward to can do wonders for your mental health during this tricky time.

    Watch films, catch-up on TV series or even “go” to the theatre. There are so many streaming services out there: NetflixSkyDisney+BBC iPlayer40D. Even National Theatre Live and Andrew Lloyd Webber are offering donation-based streams of plays and musicals. I watched ‘One Man, Two Govnors’ on Thursday and it really did create that theatre atmosphere that so many of us miss – I even treated myself to some interval ice cream!

    Eat good food. Although the range of food available is limited due to stockpiling, it’s the perfect opportunity to experiment! Blow the dust off your old cook books, or have a browse on BBC GoodFood and try to cook something new each day. Jamie Oliver is also running a cooking show called Keep Cooking and Carry On, which provides fuss-free recipes that use ingredients most of us have hiding at the back of our cupboard! Not only will your friends be impressed with the pictures you will inevitably share of your creations, it will also help to give your day some much needed routine.

    Limit news time. This one is absolutely crucial, and one we’re taking very seriously here at 2C. It is easy to become all-consumed by our phones and TVs, with the subject of COVID-19 dominating both the news and social media. Although it is important to be informed, endlessly refreshing your phone for updates isn’t necessary and can have a detrimental impact on your mental health. Take a break. Breathe. And look for the positives in the news too (I promise you they’re out there, you just have to look a little harder!).That is why we recommend subscribing to the Good News Network or following The Happy Newspaper, as both channels are specifically dedicated to featuring stories that help to boost morale and help find that silver lining. For example, did you know that a UK man has become the second person cured from HIV after 30 months virus free?! Incredible!

    Stay connected. In this digital-age, socialising virtually has never been so easy! Check-in with old friends, FaceTime your family members and revive your group chats. There are so many free apps out there to help stay connected, such as Houseparty or WhatsApp (group video calling), Words with Friends (basically online Scrabble) or Stop (another word-based game). You can even attend a weekly pub quiz by streaming a donation-based one from Gooses Quizzes or creating your own. Loneliness is one of the biggest impacts that COVID-19 will have, and it is one you can help to limit from your sofa with a wine in hand.

    Do nothing. Although it is good to keep busy, is also just as okay and important to take a step back and use this time to wind down and relax. These are not normal times. Don’t beat yourself up if you’re not learning a new language, or writing the next great novel. Proactivity isn’t always the answer. As Matt Haig recently posted on his Instagram “Allow yourself to just exist”.

    One last thing from the 2C team: remember that this is only temporary. Stay at home and look after yourself, self-care has never been more important! The sooner we adhere to self-isolating and social distancing, the sooner it will all be over with. Take this time to work on and look after yourself. And when the threat has passed, we will celebrate, rejoice and heal. In the meantime, stay at home, appreciate this time and always remember to think of the bigger picture.

    Here at 2C, we are a predominantly female force. We’re fuelled by girl power and, as a result, we recognise the importance of showcasing the pioneering women of Digital Marketing. In this blog, we will be looking at five inspirational female figures that are storming the online-scene; whether that be through Social Media giant Facebook, Software trailblazer Microsoft or simply influencing through a personal blog, we can all learn a thing or two from these game-changing heroins.

    • Name: Molly Welch
    • Company: Google
    • Job Title: AI Advertising Manager
    • LinkedIn: mewelch
    Molly

    Molly Welch is a Marketing Manager for Google’s Artificial Intelligence department and has been at the company for over five years. Welch previously held the post of Product Marketing Manager, and has also been involved in the department of Social Impact Marketing. Prior to her career at Google, Welch interestingly worked in the Research and Communications office of Condoleezza Rice, the former US secretary of state. Graduating from Stanford University with a distinction in B.A. International Relations, it is evident that Molly’s hard-work and ambition lie at the root of her success.

    • Name: Mari Smith
    • Job Title: Premier Facebook Marketing Expert, Author
    • LinkedIn: marismith
    • YouTube: channel
    Mari

    With almost two decades of experience under her belt, Mari Smith is an Internet Marketing heavyweight. Since 2007, Smith’s career has revolved around Social Media Marketing at Facebook, with her prestigious title of ‘Premier Facebook Marketing Expert’ reflecting her industry reputation as the ‘Queen of Facebook’. Furthermore, Smith truly practices what she preaches, boasting over 1.7 million followers across all of her social media profiles. This impressive figure includes her YouTube subscribers, that she has gained through regularly uploading informative content related to her work. On top of this, Mari is an established writer, and her name regularly appears in newspapers and magazines such as The New York Times and Success Magazine.

    Ann

    Alongside Smith and Social Media Strategist Amy Vernon, Ann Handley also featured on Forbes December 2017 list of ‘Marketing Influencers to Watch’, in addition to being named on IBM’s list of the ‘Seven people influencing Digital Marketing’. Handley’s website highlights her as a ‘Digital Marketing pioneer’, and quite rightly so. Handley’s online, and in-person training programmes, provided by her company ‘MarketingProfs’, benefit over 600,000 people. What’s more, Ann is the Wall Street Journal bestselling author of ‘Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content’ and ‘Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business’, and has written many articles and bylines for publications such as the The Huffington Post and NPR.

    Annie

    Annie Cushing has worked extensively in the areas of web analytics, SEO, PPC, social media and competitive analysis, and so it comes at no surprise that she founded and runs the incredibly successful blog annielytics.com. In her own words, Annie has ‘played just about every role one can play when it comes to creating and promoting content online, she’s written it, edited it, marketed it, optimised it, acquired links for it, emailed about it and pimped it on social media’. Cushing spotted an opportunity to educate, and now provides Marketers with strategies to help them understand and effectively use tools such as Google Analytics: she ‘makes data sexy’. You may also spot Cushing on Search Engine Land, as she often posts data-oriented articles here.

    • Name: Purna Virji
    • Company: Microsoft
    • Job Title: Senior Global Engagement Manager, Journalist, Speaker
    • LinkedIn: purnavirji
    • Twitter: purnavirji
    Purna

    Purna Virji holds the respected title of Senior Global Engagement Manager at Microsoft, and has been at the company for over three years. She has featured on AdWeek’s 2018 ‘Young Influentials’ list, and was hailed by PPC Hero as the ‘world’s #1 most influential expert’ in 2016 – it’s blatant that Virji has had a significant impact on the Digital landscape! As well as contributing to many industry online publications, and exercising her skills as an MA in International Journalism, Virji is a regular keynote speaker at worldwide conferences, sharing her knowledge and expertise at events including SMX Advance, Big Digital and PubCon Pro.

    So there you have it, five high-flying women of the digital world, and they’ve all achieved wonderful things throughout their careers. That said, they didn’t get to where they are without hard work, dedication and ambition; attributes that we can all employ to maximise our success. If you would like to expand your marketing knowledge and expertise, follow us on LinkedIn for regular insights, updates and more!

    As some of you may know, 2C is celebrating its first birthday this March. Therefore, we thought we ought to take a step away from the screen and look back on the year so far – and what a year it has been! With over a 1,000 of cups of tea, countless late nights and a superb team, 2C Digital Marketing has managed to go above and beyond in exceeding both the clients and our own expectations! Beginning as a small one-woman team, offering just PPC, SEO and Social Media, we are now a strong five-man band that services the full user journey.

    As a digital marketing team, our success is reflected through the success of our clients. One example of this is AccountingHub.io who through working with us, has experienced a significant improvement in their pay-per-click strategy. With a 45% increase in site traffic, a 580% increase in conversions and a 592% increase in conversion rate, all in just three months, it is fair to say that the success of our PPC service is second to none. What’s more, following the launch of our new SME social media package in February, our client SM results have also been overwhelmingly positive!

    A large chunk of 2C’s success is down to our wonderful clients, who have trusted us as a new company to manage their digital campaigns and act as an extra pair of hands in supporting and expanding their businesses. Therefore, we would like to send a whole-hearted thank you to those who have been with us from the beginning, allowing us to build our reputation and find our feet.

    Since December, not only do we offer PPC, SEO and social media packages, but we have now expanded our services to facilitate the full user journey. This includes stages such as strategy and planning and content and creative which allows a synergy between all aspects of digital marketing and in turn, creates a clear and direct user journey ensuring positive results.

    The success of our first year is of course primarily down to our crazily talented team, which has grown from just one to five! Of course, we cannot go on without giving a shout out to our three amazing interns: Rebecca the graphics whizz, Beth our social media butterfly and Grace, our apt wordsmith!

    The success of our client’s digital marketing campaigns has meant that we at 2C have been able to further develop the agency itself. With a fresh new website on its way, and an increase in not only our team but our services, we are set up for what we are confident will be another brilliant year of innovation and expansion!

    So, on behalf of 2C, I would like to finish this post by saying a huge thank you to all of our wonderful clients, our truly talented team and, of course, to all of those who have helped and supported us along the way. Here’s to a great second year!