Case Study - Netsmart - OpenMoves - Digital Marketing Agency NY

CLIENT Netsmart

Multi-Channel Lead Generation for Enterprise Healthcare

OVERVIEW

Netsmart is a national leader in providing solutions, software and support to healthcare organizations serving communities like behavioral health, home care, and many others. Netsmart serves 560,000 users and 25,000+ organizations across the United States and has been operating for nearly 50 years. Their goal was to improve digital lead generation campaigns within a complex and competitive industry.

62%

Website Users

50%

Organic Users

70%

LinkedIn Website Users

500+

PPC Leads At Below-Target CPL

CLIENT TESTIMONIAL

OpenMoves has been a fantastic partner in planning and executing an effective multi-channel marketing campaign that really matched our needs and goals. The OpenMoves team felt like an extension of my team, always responsive and with deep expertise in B2B marketing.

Vince Koehle, VP of Marketing, Netsmart

THE CHALLENGE

Healthcare technology is a very fast growing sector as providers of all types work to computerize medical records and leverage technology to provide better care. The sector is highly competitive, highly regulated, and requires selling to sophisticated executive decision makers. Netsmart, a national leader in providing solutions, software and support to healthcare organizations serving communities like behavioral health, home care, and many others was looking to increase lead generation for enterprise healthcare clients.

OpenMoves worked with Netsmart to increase relevant traffic, engagement, leads, while reducing cost per lead (CPL). The OpenMoves lead generation program included Google Ads, Bing Ads, LinkedIn Ads and a full SEO solution.

Primary Goals

Define and target the audience in Google Ads with effective keyword targeting

Maximize the low funnel audience with brand search and remarketing campaigns on Google and LinkedIn

Create an SEO campaign with competitive analysis and industry overview

Prioritize SEO projects based on a shared view of impact and effort

OPENMOVES ANALYST

It was a pleasure working with the Netsmart team to support their rapidly growing business. This was a fast-moving SEO project managing complex needs in a competitive market. We saw great growth in organic traffic for two consecutive years. We supported Netsmart through major events in their digital strategy. In B2B enterprise SEO, digging deep into the industry and technical status of the whole brand is key to success.

Brian, Director of SEO, OpenMoves

The Solution

Competing in a Complex Enterprise PPC Landscape

Leveraging Google Ads Demographics Features. Google offers advertisers many opportunities to target audience information like age, gender, household income, location, and more. Since the Netsmart audience is focused on a specific B2B, OpenMoves worked with Netsmart to define and target the audience in Google Ads. In combination with effective keyword targeting this effort greatly improved conversion rates and allowed us to bid with confidence on even the most expensive and competitive keywords.

Maximizing the Low Funnel Audience Netsmart’s solutions are highly considered purchases. As such, the buyer’s journey is long and users need multiple touchpoints to make a decision. OpenMoves worked to fully maximize the low funnel audience with brand search, highly segmented and buyer-specific remarketing campaigns on Google and LinkedIn, a strong search remarketing campaign that layered broad keywords with website audience data, and more.

Highly Relevant Campaign and Creative Themes In many cases, Netsmart’s solutions are completely customized to serve a specific audience and need. By creating strong segments across all campaigns types and all channels, OpenMoves was able to present targeted relevant messages to the right audience at the right time.

Offering Value in Lead Generation When you’re selling to an experienced enterprise customer its important to offer value in exchange for a lead. Especially for higher-funnel campaigns, the Netsmart PPC effort always offered the user something of value, such as a whitepaper or case study download. In combination with precision targeting as mentioned above, every user saw a call to action that was both highly relevant and highly valuable.

Enterprise SEO That Moves the Needle

Working in an enterprise SEO landscape requires more than just keywords and links. A successful SEO program for B2B enterprise requires effective communication across multiple stakeholders and internal teams, sophisticated planning around resource allocation, and effective sharing of industry-specific terminology and market details.

Comprehensive Competitive Analysis
OpenMoves worked with Netsmart to understand their view on competition and merge that understanding with the SEO-specific competitive landscape. By reviewing the websites that were currently ranking and winning in each vertical, OpenMoves was able to extract specific insights on keyword strategy, design themes, important link sources and more.

Broad Guidance with Considered Priorities
For a business and website like Netsmart, there are practically limitless opportunities for optimization. We begin by scoping optimizations across major categories including technical SEO, on-page SEO, link building, design and usability, CRO and analytics, and more. We then worked with Netsmart to understand their current internal resources and goals, prioritizing SEO projects based on a shared view of impact and effort.

Flexible, Responsive, Proactive
Working with large firms and SEO projects requires that SEO agencies adapt to client marketing schedules effectively. OpenMoves worked with Netsmart to proactively develop new ideas and SEO projects when the timing was right, while also being responsive and accommodating to Netsmart’s internal projects and goals.

The Solution

Leveraging Google Ads Demographics Features
Since the Netsmart audience is focused on a specific audience of B2B decision makers, OpenMoves worked with Netsmart to define and target the audience in Google Ads. In combination with effective keyword targeting this effort greatly improved conversion rates and allowed us to bid with confidence on even the most expensive and competitive keywords.

Maximizing the Low Funnel Audience Buyers evaluate Netsmart in comparison to competitive firms as well as their existing systems and must create complex implementation plans to effectively use Netsmart solutions. As such, the buyer’s journey is long and users need multiple touchpoints to make a decision. OpenMoves worked to fully maximize the low funnel audience with brand search, highly segmented and buyer-specific remarketing campaigns on Google and LinkedIn, a strong search remarketing campaign that layered broad keywords with website audience data, and more.

Competitive Analysis OpenMoves worked with Netsmart to understand their view on competition and merge that understanding with the SEO-specific competitive landscape.By reviewing the websites that were currently ranking and winning in each vertical, OpenMoves was able to extract specific insights on keyword strategy, design themes, important link sources and more.