Inviro Medical Devices found great success in partnering with Medium Blue for its organic search engine optimization campaign. With a solid website strategy in place to work alongside offline efforts, Inviro has seen its exposure grow and its business thrive. Not only was this success recognized by Medium Blue and Inviro, but also by the prestigious American Marketing Association, who recognized Medium Blue with the Atlanta Marketer of the Year award.
SITUATION
As a small, relatively unknown company about to stand up against three larger and better-known competitors, Inviro Medical Devices knew it had to do something dramatic to get noticed. The infection control company had recently launched its innovative InviroSNAP! safety syringe, designed to reduce the risks of needlestick injuries to healthcare professionals. Inviro needed a way for key decision makers at hospitals, medical centers, and doctors’ offices to learn more about this valuable product – and to get the orders rolling in.
Inviro was already pursuing more traditional marketing avenues, attending trade shows, employing an outside public relations firm, and working with an in-house marketing team. Therefore, the company needed to partner with an SEO firm that could work well with its vendors and add value to its existing website strategy. Medium Blue fit the bill. “Medium Blue made it clear that it was dedicated to organic search engine optimization,” noted Clarke. “And the Medium Blue team was able to explain the technical concepts and intricacies that go along with SEO in a way that my people could understand and could work with.”
PROGRESS
Inviro chose Medium Blue’s Pinnacle Program as a key part of its website strategy – a three-tier campaign that blends traditional organic search engine optimization with a campaign of public relations online in conjunction with website visitor conversion. Medium Blue began the organic search engine optimization campaign with research into the medical industry to determine the keyphrases that would bring Inviro the right visitors. The program of public relations online worked hand in hand with the offline efforts of Inviro’s other vendors and the rest of its website strategy, with Inviro creating new expert articles and press releases for Medium Blue that were specifically targeted to an online audience. These were optimized and distributed by Medium Blue, which helped to establish Inviro as a thought-leader in its field. And Medium Blue’s conversion experts made critical suggestions to update the Inviro website in ways that would attract more customers who would request a sample of the company’s products. “We felt that Medium Blue was an extremely trustworthy partner, and they have proven us right along the way,” said Clarke.
RESULTS
Within just three months of beginning its website strategy with Medium Blue, Inviro started seeing a spike in its numbers. To date, the company’s website traffic was up by as much as 183% from the baseline, and these numbers are anticipated to continue to rise. In addition, up to 70% of search traffic to the site was coming in from keyphrase searches on phrases used by Medium Blue in the organic search engine optimization campaign. Inviro also surpassed all three of those well-known competitors to become a leader in its category, and monthly conversion rates rose by almost 300 percent over the baseline. Plus, Inviro’s sales figures grew as its exposure grew – in Q4 of 2006 (before working with Medium Blue), the company’s monthly sales were $25,000. Since implementation of its campaign, sales rose to $200,000 in the fourth quarter of 2007, a 400% increase in revenue and a testament to the synergy of the organic search engine optimization programs implemented by Medium Blue.
ADVICE
“Talk to Medium Blue,” asserts Clarke.