CASE STUDY. Inbound Marketing Engagement With Stepping Stones Centre, UAE. July Ongoing

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1 CASE STUDY Inbound Marketing Engagement With Stepping Stones Centre, UAE July Ongoing

2 Presentation Agenda! Deliverables Agreed To Activities Taken Up Results What s Next

3 3 About Stepping Stones Stepping Stones is an internationally recognized organization that utilizes evidenced-based practices to treat and educate individuals diagnosed across various areas of developmental and learning difficulties such as Autism Spectrum Disorders, Attention Deficit/Hyperactivity Disorders, Downs Syndrome, Speech & Language Disorders, Sensory Integration Dysfunctions/Disorders and other related areas of need.

4 The Challenge 4 Appointments While the clinic was able to generate appointments from 3rd party listing sites such as what clinic and Dr. Una, the conversion rate was low. Lack of Marketing The client did not know how inbound marketing works and they had never run a full fledged marketing campaign Website The website was in it s very early stage and required approvals from DHCC. On page SEO and website fixes had to be done. Brand Positioning Due to the presence of other competitors in UAE, positioning Stepping Stones as a superior brand in their target market was very important.

5 What we Delivered 6 8 Landing Pages and CTAs 4 Marketing Collaterals On Page and Off Page 2 3 ebooks + Explainer SEO Videos 4 Blogs Per Month English + Arabic Facebook, Linkedin, Instagram Promotions Weekly NewsLetters 5 7 Adwords Campaigns Website Optimisation 1 Stepping Stones Center Inbound MarkeJng Report 5

6 Project AcYviYes Timeline AcJviJes agreed to and executed by the markejng team July - September 216 October - December Activities Planned and Executed 1) Buyer persona analysis 2) Competitive Analysis 3) Website SEO 4) Set up Webmaster tools 5) Set up tracking URLs and goals 6) Setup marketing automation 7) Social media set up and updates 8) 4 Blogs per month in English and Arabic 9) Explainer Video 1)Weekly newsletter 216 Activities Planned and Executed 1) Website SEO on page and off page 2) Directory listings 3) ebook in English and Arabic 4) Landing Pages 5) Ad Banners 6) Weekly Newsletters 7) Social media set up and updates 8) 4 Blogs per month in English and Arabic 9) Website subscriber pop up 6

7 January - March 217 April - June Activities Planned and Executed 1) Website SEO on page and off page 2) Set up conversion goals in analytics 3) Adwords Management 4) Guest blogging 5) Infographic 6) Weekly Newsletters 7) 2nd ebook 8) Social media set up and updates 9) 4 Blogs per month in English 1)2nd Explainer Video 1) ebook promotional campaigns 217 Activities Planned and Executed 1) Website SEO on page and off page 2) Keyword Analysis 3) Adwords Management 4) Guest blogging 5) Therapist Video 6) Video Testimonial from a client 7) Weekly Newsletters 8) Social media set up and updates 9) 4 Blogs per month in English 1) ebook promotional campaigns Public Keynote Template 7

8 Results SO FAR

9 Last 9 months Website Visits and Sessions Sessions Page Views % New Sessions Bounce Rate Value Axis September'16 November'16 January'17 March'17 Stepping Stones Center Inbound MarkeJng Report 9

10 Traffic Source Stats on sources from where we are able to drive website traffic 14 1,312 1,358 INFERENCE VISITORS , Sept'16 Oct'16 Nov' Dec'16 Jan'17 Feb'17 March'17 April'17 MONTH Due to website opjmisajon and SEO efforts majority of the traffic comes from Organic Search followed by Social media Since Sept 216 the overall traffic increased by 221% Direct Organic Referral Social Other Paid Display Stepping Stones Center Inbound MarkeJng Report 1

11 Traffic by country Stats on countries ge`ng maximum traffic 3 INFERENCE 225 2,248 Traffic from UAE and Dubai is VISITORS 15 1,544 1,513 1,927 the highest followed by Saudi Arabia, United States, India and other countries Sept'16 Oct'16 Nov'16 Dec'16 Jan'17 Feb'17 March'17 April'17 MONTH Since Sept 216 the overall traffic from UAE increased by 295% United Arab Emirates United States Saudi Arabia India Stepping Stones Center Inbound MarkeJng Report 11

12 3 Social Media Followers We are acjve on Facebook, Twiber and LinkedIn and our posts are shared everyday. All our followers have increased organically 2,93 INFERENCE 225 Facebook followers have VISITORS ,271 1,319 1,351 1,37 1,388 1,414 1,441 1,475 1,463 1,344 1,4 1,27 1,221 1,23 1, Sept'16 Oct'16 Nov'16 Dec'16 Jan'17 Feb'17 March'17 April'17 MONTH increased by 22.2% while Instagram has increased by 75.67% and LinkedIn by 14% since we began this project. The growth has been completely organic without any paid promojons or followers. Facebook Instagram Linkedin Stepping Stones Center Inbound MarkeJng Report 12

13 Appointment Requests Number of appointment requests received from the website acer se`ng up landing page and appointment form INFERENCE VISITORS Overall online appointments have increased from to about 2 appointments per month 2 Sept'16 Oct'16 Nov'16 Dec'16 Jan'17 Feb'17 March'17 April'17 MONTH Request Appointment Stepping Stones Center Inbound MarkeJng Report 13

14 Ebook Downloads Number of ebook downloads from our first ebook - A complete guide to AuJsm Spectrum Disorder VISITORS INFERENCE Post releasing the ebook, there has been a significant increase in engagement with Stepping Stones Content as well as visitors to the website. Sept'16 Oct'16 Nov'16 Dec'16 Jan'17 Feb'17 March'17 April'17 MONTH Ebook Downloads Stepping Stones Center Inbound MarkeJng Report 14

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