B2B full funnel strategy - a success for MedHelp

MedHelp Care's platform offers a software for data-driven insights into employee well-being that can identify potential causes for long-term sick leave, which cost Sweden 72 billion SEK only last year. However, the market is immature, and companies rarely use data-driven insights to manage sick leave patterns. MedHelp Care's partnership with Beet created a long-term digital strategy that both educated the market on the importance of their service and generated a substantial database of qualified leads. With the use of SEO, SEM and Paid Social channels, Beet streamlined the entire customer journey resulting in a more conscious market and quicker sales turnaround. With 104% growth in Google ranking, MedHelp Care has become the most visible brand within the sector. Campaigns on LinkedIn and Meta resulted in a 128% increase in relevant traffic to their website, and a yearly average of 25% completion rate of lead generation forms. Today, MedHelp Care's website serves as a knowledge hub for their audience and acts as a thought leader within its field.

About MedHelp

In 2022, Sweden lost 71 billion SEK due to long-term sick leave, a number that increased by 6 billion SEK in just two years.

MedHelp Care’s platform offers a software for data-driven insights into the wellbeing of employees, which is invaluable to HR managers, company leadership, employees, and society in identifying potential underlying issues and causes for long-term sick leave. By implementing preventive measures, Sweden as a society could save up to 10 billion SEK annually.

However, the biggest challenge MedHelp Care faced was an immature market in which HR-managers and company leadership seldomly worked with data-driven information to identify patterns of long-term sick leave within their company. The second challenge was a long sales process and lack of urgency amongst potential clients.

The baseline strategy

Beet’s solution was to create a long-term digital strategy that would educate the market on the needs of MedHelp Care’s service and find more relevant leads for a much quicker turnaround. To achieve this, Beet worked continuously since 2020 with SEO, SEM and Paid Social for a full funnel exposure.

Beet laid the groundwork by ensuring MedHelp Care’s new website fulfilled all SEO best practices, including a thorough keyword- and competitor analysis. We also ensured that the technical requirements for ranking high on Google were implemented. Beet and MedHelp Care then defined keywords in sync with their product offer, including the term "digital företagshälsa" (digital corporate health/digital occupational health), which has, since then, become an industry standard.

Afterwards, Beet established an SEO-friendly website structure that could handle more product pages and articles as MedHelp Care's offer expanded. A high priority for Beet was to make sure the company would own its entire customer journey, from education to industry reports, guides for preventative measures, to user cases and conversion. We wanted MedHelp Care’s website to become a knowledge hub for its audience and an authority on the subject, always in sync with its digital marketing channels.

Through our SEO strategy, MedHelp Care rose from being basically invisible on Google in 2020 to being the most visible brand within the sector in 2022. We delivered a steady increase in Google ranking that increased by 104% compared to 2021. It also highlights the importance of investing in SEO as part of a long-term strategy and evaluating it as such.

- "We are incredibly satisfied with our collaboration with Beet. They are competent, flexible, and always available. With Beet's help, we have been able to work in a structured and efficient manner and have achieved quick and visible results in SEO, SEM, and Paid Social."

Pia Cossa - Marketing Manager at MedHelp

Paid channels

In the past, MedHelp Care faced difficulty in identifying suitable leads which was both costly and tough on sales teams. To help sales convert qualified leads and to spend ads money efficiently, Beet chose to concentrate on mid- and lower funnel strategies on LinkedIn and Meta.

Our two main goals with the strategy were: to educate the market on the benefits of preventative wellbeing initiatives within a company and to drive qualitative traffic to their website could later be retargeted by SEO, Paid Social, and SEM activities.

To start off, we did a search volume analysis to find relevant keywords helping us understand the topics that were important to HR managers and company leaders. Based on that, MedHelp Care created articles that were distributed through Paid Social channels, resulting in a substantial increase of relevant traffic to MedHelp Care’s website. On LinkedIn for example, our strategy resulted in a CTR well above industry benchmarks. For traffic campaigns, our yearly average was 1.04% (LinkedIn’s European benchmark is 0.45%). Additionally, we increased traffic from all Paid Social channels by 128% in 2022 compared to 2021, despite an overall budget increase of only 15%.

+128%

increase in traffic from Paid Social

Campaigns on LinkedIn and Meta resulted in a 128% increase in relevant traffic to their website, and a yearly average of 25% completion rate of lead generation forms.

Downloadable content as soft conversions

Through constant A/B testing and analysis of our efforts, we continued to gain further insights into the type of information potential clients were looking for. Together, Beet and MedHelp Care created downloadable content offering everything from the latest data within HR to tips on how to implement preventative methods at work. A move that, in combination with lead generation forms, generated an average completion rate of 25% in 2022 (well over LinkedIn’s 8% benchmark) and a low CPL of 217 SEK.
Meta played a significant role in supporting our mid- and lower-funnel efforts. Interestingly, our material was viewed and downloaded on all days of the week, including early Saturday mornings, clearly outside office hours. A pattern in strong contrast to general website traffic, confirming that Meta was an important part of the mix.

The use of a CRM system

Thanks to MedHelp Care’s integration with HubSpot in mid-2022, based on our recommendations, we were finally able to see the entire customer journey and its various touchpoints before becoming an SQL; and ultimately, a client. It confirmed just how important a full-funnel strategy is since most leads were exposed to multiple ads before converting, often starting out with one of our lead gen campaigns. Sequentially, we build a substantial database of warm leads, ensuring a much faster and more effective sales process further down the line.

To guarantee that our middle-funnel and SEO activities paid off, we made sure to be just as present when our prospects were ready to convert. That effort was shared by both Paid Social and Paid Search, with Paid Search being the most efficient last-click converter of warm leads.

The importance of correct targeting

The hardest part of Paid Search was to target the right audience. We had to make sure that the search was made by a professional and not a private individual and that the intention behind the search matched our clients' service offering. Once a search term had been identified, we worked closely together with SEO to optimize landing pages on MedHelp Care's website, which increased the quality score of keywords in the Google Ads account. Having a high-quality score leads to a bidding advantage and often results in a lower cost per click, a main objective of a successful search ad.
Paid search's central role in the strategy was to capture and convert low-funnel traffic and warm leads that had previously been in contact with, i.e., paid social ads. The second goal was to increase the number of downloads for our various guides as part of our overall strategy: “to be where our customers are”. By creating downloadable content, we increased brand awareness and nurtured contacts that were highly relevant. Through our close collaboration, clear long-term strategy, and sync between SEO, Paid Social, and Paid Search (SEM), Paid Search ads led to a 39% increase of lead registrations (from May 2022 to Feb 23). During the same time, we've been able to reduce the CPC by 40.44% and increased the CTR by 433.77%, indicating relevant search terms for a relevant audience.

The result

Having a long-term strategy paired with always-on campaigns was and is integral to the ongoing success between Beet and our client, MedHelp Care. It allows for continuous optimization and response to the market. Flexible budgets and tight collaboration between our SEO, Paid Social, and Paid Search specialists make us agile in our approach to ever-changing market conditions and channel performance.
By creating synergies between our digital channels, we ensured a full-funnel experience. We created content, ads, landing pages, and whitepapers based on data and search volumes that we knew were relevant to our target audience. We tweaked and tested everything from ad material, messages, target audiences, and formats to get the best result. The result is that we became the most visible brand on Google among the competition, ranking high on the most important keywords, having CTRs, click prices, and completion rates that are well above benchmarks, and most importantly, a much more informed market and quicker sales turnaround. MedHelp Care no longer wastes resources on irrelevant leads, and the database provides a continuous flow of warm leads ready to be turned into customers.

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