Nufire Marketing Case Study – Apex Physical Therapy & Wellness.
Trust. That’s what Brooke and Kameron, owners of Apex Physical Therapy & Wellness did with Nufire Marketing. They came to us asking to increase their online presence and drive more traffic to the website, book more patients, and reduce advertising costs elsewhere. They trusted us with their business and we provided successful results. This is an example of how Nufire Marketing has benefited one client, but can also benefit your business in the future.
Then COVID-19 hit. Starting on the East and West coast, it did finally reach the Dakotas. Co-owner Brooke mentioned that staying visible during tough times, continually doing SEO work and content marketing can do a lot for your businesses. Currently, it is Covid-19 affecting the business, but there will always be downtimes and it is important to have a strategy in place.
We came up with a plan to improve their website rankings and re-allocate advertisement dollars. Our plan was a hybrid of content marketing by posting articles on their website, sharing on social media, improvements to their website for better SEO, creating mini-videos, and social media advertising, focusing on Facebook only.
Our first step was to create the customer avatar by figuring out who their main customers are, and aligning them with their main services. Doing this process we discovered more customer avatars in other demographics that were being ignored. With content marketing, this new avatar was able to find and go to Apex PT & Wellness for services they offer that are less well-known.
When we started working with Apex their website traffic was very little. We’ve increased monthly traffic consistently nearly every month through non-paid organic traffic. There’s always some seasonal swings, but over the course of time, we’ve doubled their website traffic more than once. When comparing website traffic from a single month in 2019 vs the same in 2018 traffic is usually doubled from the previous month.
We pushed for creating and sharing content for a number of reasons. Creating helpful content is beneficial for their patients and reconnect with past patients. New content has improved Apex PT & Wellness rank higher than their local competition.
At the time this was written, Apex PT and Wellness ranks higher than all local competitors and large hospital systems that offer physical therapy services as well as social media sites such as Yelp, LinkedIn, and others.
When competing in smaller regional markets, standing out and beating your competitors is key to a successful business.
For the same set of 24 focused local search terms, Apex averages position 22 while their competitors average 86 and 98. This is an average of 24 of the same keywords and their website ranking overall with this set of search terms.
For the search term “physical therapy near me” Apex ranks 1st, then Yelp, while their competitors rank 3rd, 4th, and 5th. They are even ranking above the major hospital and clinic systems in the Fargo area, Sanford and Essentia Health.
Another benefit of well-thought-out content and SEO, Apex now ranks in the top spot in the map pack!
Aside from the technical website stats, and rankings we know from Apex Physical Therapy & Wellness that they are getting new patients directly from content that was created. One of their lesser-known demographics was male pelvic pain patients. More than one person became a patient directly from their male pelvic pain articles. One of the owners of Apex PT mentioned that the average value of a patient is $1,000. You don’t have to think too hard to see how valuable bringing in new patients and re-engaging with past patients can be.
Apex reported that every month they have worked with Nufire Marketing, there has been an increase in patients. * Exception September 2020 (economic/riot).
Consistency and content are key to making content marketing successful. Over the course of the last 18 months, we’ve been working with and supporting Apex to create content every month.
They are now writing and publishing 4-8 monthly articles and they have their entire staff contributing, most of the physical therapists, both owners, and the front-desk staff. Everyone in the business has a unique perspective to contribute to and improve patient care.
This helps the entire team know they are producing great content and we are proving that it helps their business with improved SEO, better rankings, more patients and builds internal morale.
For their reports, we feature the top author each month and overall top author. Their PTs and staff are very competitive and this helps them strive to write something better and better to reach the top spot.
Most blog articles are supplemented with a video. We call them mini-videos or Too Long/Didn’t read videos. This highlights the concepts in each article. We write the video script, use supporting images or Apex’s own photos, and add music. Each video is 20-60 seconds long.
Click here for an example of the video.
We are also focusing on local Facebook display ads to introduce new services and promote new treatments. Ads are running only in their local areas and generate traffic to their site, landing pages or direct messages.
Apex decides on what they would like to promote each month and we write the ads copy, provide and design visual graphics for their ads. We also tweak the ads when needed. We also visually provide a custom report for each ad’s performance.
Although not a huge focus, over time the 12 months, Apex increased its FB page “likes” from 1792 to 1972 with a long gradual increase.
The final component of our content marketing we do with Apex PT and Wellness is direct email marketing. Working with Apex we’ve started sending a monthly newsletter to their client list ( HIPPA compliant) to re-engage past patients and customers. This email focuses on sharing recent articles and content, news about the PTs, and other helpful bits of information. We’ve also started sharing promos they are offering to this list.
With Nufire Marketing supporting Apex, they have had more time to focus on their patients and staff members and really connect with their staff members, their office, and support & benefit their clients 24/7.
Are You Ready to Ignite your site with Nufire Marketing?