Kays Medical is a UK based, national and international trainer and distributor of bespoke medical services and supplies.
Kays came to Verb Marketing telling us that they had had a poor experience with their previous agency and required fresh impetuous to take an already successful organisation to a new audience.
To help them achieve this, Kays required a new website, one that had sufficient functionality and to rank them high on Google’s algorithms. Kays also needed this new site to be connected to their existing Sage stock management system.
The company also asked Verb to design and produce both a physical and online magazine-style catalogue that showcased effectively the range of training, services and products Kays produce into organised and relevant categories with the purpose of creating the most efficient reader experience possible.
Because Kays wanted to place further emphasis on their developing Occupational Health arm and their role as a training provider, Verb was also asked to refine Kays’ corporate image for consistency. This consistency would allow the sales teams to perform better through the use of better quality sales materials, to this end, Verb employed a battery of marketing tactics to take the company to another level, including taking control of Kays LinkedIn profile, targeted SEO and PPC campaigns as well as hosting corporate events.
Verb, began Kays’ transformation through the creation of a new website, this website was to be based on WordPress rather than the previous system which had used Magento, making the site more compatible for external plugins. The design of the site itself, had to place equal emphasis on the triumvirate of services Kays wanted spotlighting; Occupational Health Services, Training and Products, this was achieved through.
The next phase was the production of both an online and physical catalogue.
With over 3000 products in their health range, Kays Medical required the design and production of a directory that arranged effectively the multitude of products and services they offered into relevant and organised categories with the purpose of creating the most efficient reader experience possible.
Kays had produced several catalogues in the past but had never kept any of the original EPS files (Encapsulated Postscript Vector graphics used in vector-based image creation) which meant design began from scratch and required the production of Excel spreadsheets, storyboards, EPS and PDF version of each of the catalogue’s 160 pages.
Verb held a thorough consultation over the specification of the job with the client, so we could determine what style they preferred, and what objectives they wanted to achieve with the catalogue.
Verb Marketing then produced a thoughtfully designed catalogue with stunning visual features, easy to read, and which provided detailed and informative descriptions of Kays’ products and services.
Kays also needed to create connections to their existing Sage stock management system; sales order processing, batch tracking, invoicing and bar code scanning etc. across multiple sites.
Verb achieved this through the use of WordPress as a basis for the site construction, due to its flexibility, ease of use and external plugins compatibility.
Additionally, we were tasked with providing Kays with a range of marketing tactics to take the company to another level.
We did this initially through the implementation of a targeted e-mail strategy based on data from 30000 customers, which we segmented into sectors, behavioural patterns and purchase history etc.
We also took over management of Kays’ LinkedIn account strategizing posts around, thought leadership content with the specific aim of boosting networks and connections. This was a PR exercise not for lead generation but as a marketing tool to garner relevant audience profiles to target existing customers rather than direct message potential clients.
Besides this, Verb developed an SEO strategy that created target lists of over 50 key search terms, both national and local, based around the three core strands of the business, Training OH and medical supplies with a monthly report ranking high on Google.
Verb doubled down on this strategy through the use of organic search terms with a PPC campaign designed to quickly generate revenue for the business.
Finally, Verb Marketing was asked to manage an ongoing series of corporate events, namely; quarterly private dining experiences with 16-20 high profile leads and a keynote speaker accompanied by 4 points of contact from Kays Medical.
As a result of strong PPC and SEO campaigns, concomitant with now strong, national digital presence, Kays Medical has seen revenue increase by 50% per month.
They have had an overall increase in site traffic, month on month of 20%
And the refined consistent, corporate image has allowed sales teams to perform better, through the application of better quality sales materials, catalogues and business cards.
July 4, 2017