Healios is a leading digital provider of mental health, autism and ADHD services for children and young people.
With a mission to make families feel better, Healios exists to empower every young person to build the capabilities for long-term mental health, successfully navigate life’s challenges and experience a better quality of life.
Healios initially looked for extra resources and support in producing a marketing strategy. Most of the commercial team was new in 2021 and had a lot of initial work to do with limited resources. They required marketing foundational support; they needed support to understand where they are in the market and their positioning to develop a strategy. Thus, Carter Consulting helped cement its positioning as a leading clinical service provider.
As we progressed along the journey of providing marketing support as a virtual CMO, Healios was looking to run paid social and PPC campaigns focused on raising brand awareness for their new service line and target customers. They required our support to help optimise ad performances and maximise results.
Healios lacked a centralised system with all their customer touchpoints. They sought to build seamless customer experiences by integrating their CRM system, Salesforce, with a marketing automation software, HubSpot.
With a small marketing team already in place, Healios required strategic marketing support across several areas, including marketing planning, PPC, paid social, organic SEO and marketing automation.
Using the in-depth marketing experience and expertise of the Carter Consulting team, we acted as an extension of Healios’ marketing team to provide strategic support and guide them through the journey. Working collaboratively with Healios to provide our virtual CMO support, we delivered the following outcomes to achieve their goals:
The purpose of the audit was to evaluate the entire business and marketing environment of Healios, pinpointing areas of strength and any bottlenecks that inhibit business growth. This allowed us to create a bespoke marketing strategy plan for Healios to achieve its specific goals.
Acting as Healios’ virtual CMO, we analysed previous and current analytics across all channels, including SEO, social media, content and events. We established how Healios was positioned compared to its competitors, assessing any gaps within its strategy to identify potential improvements.
The team carried out 50 internal interviews with employees to gather insights on the business, how the brand is perceived internally and externally, the business objectives and how they align with the marketing efforts, target audiences and value proposition. We worked closely with Healios’ team to conduct buyer persona research to gain a more in-depth understanding of their customer needs, allowing them to articulate the right messaging that resonates with their target audiences.
The full audit included:
By streamlining the website content and fundraising processes in line with their marketing, Hand in Hand can communicate more effectively with donors and prospects.
The benefits of marketing automation include time savings, reduced marketing spending, scalability and strengthening the relationship between fundraising and marketing. As a result, prospects visiting the website or engaging with content have a better user experience and more efficient ways of receiving communications.
Drawing on the findings from our analyses and interviews across all digital and offline channels, Carter Consulting and the marketing team at Healios created a comprehensive 12-month marketing plan with a quarterly content plan.
The 80-page presentation encompassed a situational analysis assessing the macro and microenvironment of Healios, an overview of marketing objectives to achieve their goals, and an evaluation of individual channels, including paid, organic and word of mouth. We also provided a roadmap with key deliverables and dependencies on making the marketing plan a success.
After conducting the audit across their current organic SEO activity, we came up with an action plan that included extensive keyword research, a thorough backlink gap analysis, and technical issues that could affect the site’s performance and rankings.
The keyword analysis allowed us to see what keywords Healios ranked for and their competitors’ keywords.
We then carried out a backlink gap analysis to analyse their backlink profile identifying high quality and low-quality links. We came up with a plan to whitelist any good links and add low-quality links to a “remove list.” The low-quality links were then segmented and ready to be removed through Google‘s Disavow tool, reducing the number of low-quality links on the Healios website.
Healios wanted to test a new service in the market by launching a paid social and PPC campaign.
They hadn’t previously carried out any PPC or paid social ads campaigns; therefore, the Carter Consulting team provided insights on keywords, landing pages, recommendations on text, copy and visuals before managing the campaign’s launch with ongoing monitoring and optimisation.
To offer the most effective marketing solutions for Healios, we conducted several A/B tests to evaluate:
Healios wanted to segment their contact data more effectively with their CRM system. To achieve this and help Healios connect and engage with their customers on a deeper level, we recommended they integrate their CRM system with marketing automation software.
As a HubSpot Solutions Partner, we helped them implement HubSpot-Salesforce integration, allowing them to build long-term relationships through nurturing workflows and align marketing with sales more effectively.
The Carter Consulting team ensured accurate field mappings and sync settings to help Healios fully set up on HubSpot before implementing the integration. We worked closely with Healios’ team to provide hands-on support, helping them overcome the complexity of the sync settings. Providing a seamless and comprehensive onboarding experience, we offered weekly training sessions to the Healios team to help them get the most out of HubSpot. By bringing Healios into HubSpot, we helped them build their business for their new service line. We also helped build automated workflows to streamline processes while keeping them involved so that they know how to optimise HubSpot for their business.
There were many positives to take from Healios’ 12-month marketing plan. It allowed the company to gain more insight into their:
PPC and paid social ads
Through SEO optimisation and ad campaigns, one of Healios’ landing pages became the 4th most popular page, demonstrating a high level of interest and demand from their target audience. In less than a month, we secured a 63% MQL-to-SQL conversion rate for Healios, 50% higher than the industry average,
Adopting an agile and flexible approach, we switched the ad’s objective from traffic to lead generation ads based on the A/B test results, increasing the conversion rate from 0.09% to 2.25% during the test phase of Healios’ new service line. The test results also enabled Healios to understand their customer demand better. As a result of the campaign, we identified a new client segment with high demand for the new service offering. This opened up a new channel for Healios with a potential market opportunity where they could refine their service offerings to suit their clients’ needs better.
“It has been brilliant working with Juliet over the past year and having virtual CMO support. When we first reached out to Juliet, we were experiencing huge growth and limited resources. Working with Carter Consulting meant we could access marketing support quickly and work with a team to develop our marketing strategy. We continued to work with Juliet after the initial project, and this included a paid social and Google campaign as well as the integration of a marketing automation software. Her guidance throughout these projects was extremely valuable. Juliet was always flexible, professional and eager to support.”
Carter Consulting can help you with all your marketing needs, including:
If your company is looking to achieve the same remarkable results as Healios, contact us.
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