Manchester Plastic Surgery
A digital presence facelift through sophisticated audience research
Manchester Plastic Surgery
MPS is a real leader in the cosmetics industry, recognised for their personal service and expertise and thereby standing head and shoulders above the highly-saturated market of surgical sites which promote a low cost, high volume model.
We previously designed their brand and built their new website, in order to reflect this personal service. Now Ultimate had to populate the site with informative content, determined by thorough audience and online search behaviour research.
This project worked to decipher what queries patients have, what information they need and what influences them before making a life-transforming decision towards surgery and how they found the answers that they were looking for online.
The brief
Starting with a completely clean slate, Ultimate’s task was to drive traffic to Manchester Plastic Surgery’s brand new website and strengthen its presence on Google.
The end-goal of gaining traffic to the new website, would be visitors booking an initial consultation with one of the MPS experienced surgeons to discuss treatment options.
Ultimate’s marketing strategy however needed to attract quality traffic, in other words MPS’ ideal customer, someone likely to be considering going ahead with a cosmetic surgery procedure in the Manchester area.
Inbound Marketing
Inbound marketing is based on the idea of attracting your ideal client or customer by providing the solution to their everyday problems or goals, offering useful information, and the answers to questions which they may be looking for, in formats most appropriate for them, whilst they are searching online.
The first step of understanding the audience was creating a marketing persona, a representation of MPS’ ideal customer, based on thorough research and no assumptions. Once we have interviewed a good selection of people, of both existing, new and target patients, then we create the persona by identifying common trends, opinions and what influences them to make a decision to make a decision.
Bespoke research
You’ll often hear inbound marketers talking about their persona as if they’re a real person, as they structure their strategy according to how best to engage with them.
Ultimate created a detailed and intelligent survey asking previous patients about their online and offline behaviour. The questions were conceived to find out what content clients wanted to see on the website, what existing content they enjoyed reading, their expectations of the site, in addition to other more lifestyle-related information such as their personal goals and everyday challenges.
We discovered that patients wanted the following questions answered among others, “How long will I have to take off work?” and “When can I go back to the gym?”. From this information, we created MPS’ marketing persona, who is their audience in a nutshell.
Strategy
Keyword research is essential for the content generation involved in inbound marketing, it looks at popular words and phrases that people enter into search engines.
Ultimate’s keyword research for MPS explored the many varied ways people use language to research cosmetic surgery options and their varied concerns relating to cost, recovery time, general anaesthetic and more.
Following this research, we developed a detailed keyword strategy that shaped the content plan. We carefully selected blog titles that answered common queries and strategically incorporated high-volume keywords to improve search rankings. This ensured that users searching for treatments offered by MPS surgeons would easily find relevant content.
The results
Ultimate’s inbound marketing campaign had a huge impact in terms of increasing traffic and massively boosted the number of enquiries MPS were receiving from potential clients.
The website experienced:
- A 113% rise in year-on-year website traffic,
- A 61% increase in enquiries.
Mr. Murphy and his team at Manchester Plastic Surgery were thrilled to see the fantastic results following our inbound marketing campaign.
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