Business Challenge Summary
Our client, an addiction recovery center, is dedicated to enhancing the delivery of vital services, including drug and alcohol rehabilitation and treatment. Before engaging &Marketing (pre-pandemic), the center aimed to boost its online presence and messaging to better connect with its audience and simplify the process of seeking help. By driving more consistent leads, the center hoped to reduce fluctuations in staff workload, thereby improving the overall patient experience.
While the center’s website was already well-optimized for SEO, it was outdated in terms of user experience and engagement. Beyond updating the site, the client wanted the capability to monitor their automated Google Ads and use that data to make incremental improvements. Additionally, they sought to create and execute a clear plan to retain close connections with past graduates, prompting them to look for a partner to help achieve these goals.
The pandemic accelerated the already growing mental health crisis in the United States, exacerbating issues of addiction. According to the American Medical Association, by December 2020, more than 40 U.S. states reported increases in opioid-related mortality, with ongoing concerns for those with substance use disorders. A reporting system called ODMAP showed an 18% increase in nationwide overdoses during the early months of the pandemic compared to the same period in 2019. The pandemic’s full impact on this industry may not be known for decades.
Major life events often trigger substance use issues, prompting either the person facing addiction or a loved one to seek help. Each group has unique needs, necessitating targeted campaigns.
Due to the high urgency and growing search volume, it was crucial to rank on the first page of Google search results. With only ten spots available, this posed a significant challenge. We adopted a three-pronged approach:
- Search Engine Optimization (SEO)
- Google Ads
- Google My Business / Google Maps (particularly effective for localized searches)
Marketing’s Approach
&Marketing guided the client towards improved results through a five-step process:
- Business Intelligence Analysis:
- Analyzed current SEO, digital advertising, social media, and content marketing practices.
- Google Ads Optimization:
- Implemented strategies and tools to continuously improve Google Ads paid search campaigns for more dependable audience reach.
- Comprehensive Messaging and Website Update:
- Developed strong messaging and value propositions based on data.
- Updated the website with improved visuals and messaging using our Storytelling & Branding framework.
- Local SEO and Google My Business Enhancement:
- Improved the client’s Google My Business reputation by encouraging alumni to leave reviews and incorporating review requests into the graduation process.
- Content Calendar and Email Marketing Campaign:
- Developed a content calendar and launched an email marketing campaign featuring two blogs and one email per month.
- Focused email content on driving traffic to blogs, highlighting employee expertise, and promoting events or newsworthy items.
Results
- Foundation for Marketing Assets:
- Established a strong foundation for building reliable and repeatable marketing assets.
- Google Ads Optimization:
- Enabled the client to set and reach progressively higher goals with Google Ads monitoring and optimization.
- Website Enhancement:
- Delivered an updated website that serves as a better resource for the audience.
- Improved Local SEO and Organic Reach:
- Enhanced engagement with alumni through content and review requests, improving the Google My Business reputation.
- Increased organic reach, the primary source of traffic, with positive reception to review requests.
- Traffic Increase:
- Achieved a 96% increase in overall incoming traffic.
By addressing the client’s needs and leveraging comprehensive digital marketing strategies, &Marketing significantly boosted the center’s online presence, lead generation, and overall brand reputation.
