200+ B2B leads globally
from Linkedin for a MedTech client.

About the Client

The client is a leading B2B telemedicine software provider with a global client base, including significant presence in India. They specialize in delivering advanced telehealth solutions to facilitate seamless virtual healthcare interactions worldwide.

Client Objective

The client’s significant presence in India but limited global reach is a problem. Expanding their international footprint could drive growth and diversify their market presence beyond their current base in India.

The objective was to scale up sales, as a large portion were generated through referrals. With a vast market and globally affordable pricing, the goal was to leverage digital marketing to generate sales across both developed and developing countries for their telemedicine product.

Our Solution

Product and Competition Analysis: Conduct a detailed analysis of the product and competitors to understand market positioning and identify differentiation opportunities.
Digital Marketing Strategy: Identify and leverage online media channels, with LinkedIn and Facebook for targeted reach. Facebook offers cost-effective, high-frequency reach, while LinkedIn focuses on precise targeting.
Campaign Setup: Create a compelling landing page and lead forms. Develop engaging creatives and integrate with CRM (HubSpot) or ensure daily lead downloads.
Audience Targeting and Budget: Identify the target audience by roles, companies, and organization sizes. Plan and allocate the budget effectively.
Social Media and Reporting: Manage social media with at least two relevant posts per week. Provide daily reports and weekly reviews to track campaign performance and adjust strategies.
Market Expansion and Campaign Initiation: Identified relevant markets beyond India, including South Africa and Southeast Asian countries. Initiated targeted campaigns to penetrate these new regions.
Pricing and Learning: Recognized that pricing is significantly higher in these markets compared to India, necessitating continuous learning and adjustment of strategies to optimize campaign effectiveness.
Creative Updates and Localization: Update creatives every two weeks to fine-tune messaging and ensure localization aligns with the target market’s preferences and cultural nuances.

Achievements

Reach and Awareness: Reached 600,000+ relevant targeted individuals through Linkedin and Facebook globally. Executed video ads too in order to enhance awareness and educate about the product’s functionality.
Lead Generation: Targeted campaigns based on an email database generated 214 valid leads in 90 days, with an average cost of ₹2,500 per lead.
Engagement and Conversion: Set up a CRM and an automated engagement plan for 2 weeks, resulting in over 22 leads in the final closure stage.

Caveats

Lead Cost and Conversion: The cost per lead and final conversion depend on factors such as the product, competition, awareness, and need. In a competitive online industry, it typically takes at least three months to see the impact of the campaign on sales.
Optimization and Coordination: Continuous optimization of messaging and creatives is essential. Effective sales and marketing coordination is crucial for aligning strategies and maximizing campaign effectiveness.

Caveats / Disclaimer

How To generate 500% increase in leads through organic traffic within six months.

Problem Statement
1) A leading Fintech client wanted to increase organic leads by 2x in six months
2) Client was actually seeing a decline in organic traffic because of intense competition
At Trilokana Marketing we offered a solution with a two pronged approach.
1) Increase organic traffic to the website
2) Improve the conversion rate in the website.

1. 1.Increase Organic traffic approach
1) Analyze Search Console data
2) Keyword Analysis
a) identify keywords with maximum search volume
b) Long tail keywords
3) Competition Analysis
a) Keyword gap analysis
b) Content gap analysis
Update Keywords, Meta tags, Meta description, add relevant long form content on the website to drive improvement in ranking
Ensure Research content is visible on the site and crawled by Google across all formats
YouTube video SEO optimization to drive more referral / Organic visitors.
Setup tracking

Rank movement analysis on a weekly basis
CTR of each keyword

2. Improve conversion rate

Identify landing pages which have high conversion rate
Leverage analytics to identify pages where you get more new users
Add forms in the scroll and footer so that more people sign up
Add internal links to most converting pages
Orchestrate the movement of people across the site towards pages which drive new registration
Tracking on a daily and weekly basis

Result

Within six months the organic traffic went up by 4x.
Website started ranking for 60K keywords from 15k keywords six months back.
Long tail keywords contribute 70% of the traffic
Conversion rate on the website increased by 2x and the overall organic leads increased by 8x.
Branded traffic share decreased from 26% to 20%

Tools Used
1) Google Analytics
2) Google Webmaster tools
3) SEMRUSH
4) Screaming frog
5) Ahrefs

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Linkedin Ads Case Study -MedTech client

About the Client

The Client is a leading Telemedicine Software provider with clients spread across the globe. The objective was to increase awareness , generate leads and drive sales.

A large part of sales were generated through referrals and there was a requirement to scale up sales. The market is huge and the price point was affordable globally. The target was to reach a mix of developed and developing countries for their Telemedicine product.

Objective

Twofold objective. Increase awareness and simultaneously drive leads and sales

Sub-Objective

Increase awareness to at least 1 lakh relevant audience every month
Generate high-quality leads
Optimize for sales.

List of Activities

Detailed Product analysis
Competition Analysis
Online Media channel identification
Linkedin for targeted reach
Facebook for targeted reach at a very low cost. Higher frequency of reach at same cost.
Budget Planning and allocation
Landing page creation
Identify target audience across roles, companies and size of the organizations
Landing page creation
Lead form creation
Creatives for the campaign.
Integration with CRM (in this case Hubspot) or daily download of leads
Social Media Management – Atleast 2 posts every week very relevant to the targeted topics
Reporting
Daily report
Weekly review.

Achievements

Reached 6 lakh relevant people through Facebook and Linkedin together.
Executed video ads to improve awareness and educate about product functionality
Targeted campaigns based on email database.
Generated 214 leads in 15 days at an average cost of Rs 2500/- per lead.
Setup automated engagement plan for 2 weeks
Over 22 leads are in final closure stage.
Constant optimization to reduce irrelevant leads.
Updating the creatives once every two weeks till the message is fine-tuned.

Stage 2

Identified relevant markets beyond India
Initiated campaigns targeting South Africa and South East Asian Countries
Constant learning as pricing is much higher in these countries compared to India