The Reconstruction Network
“We LOVE OUR BLOG! It’s been less than three months since we started working with Sumèr to launch our blog, and I could not be more pleased with the result. After our initial meeting, it was clear that the Sumèr team understood our problem and would quickly design a solution to help.
An unexpected benefit of using Sumèr has been learning how to navigate the world of social media. They patiently teach you the activities on which you should focus your energy and how to generate effective communication that will keep your prospective clients interested. The education doesn’t stop there. They recognize social media is in a state of constant change and provide webinars and articles that keep you up to date on new ideas and directions at no additional cost. Hiring Sumèr has truly been a cost-effective solution to drive quality traffic to our website and help expand our communication with clients outside of our local area.”
-Gail Lanter, CPC, Office Manager
Challenge
Before hiring Sumèr, The Center for Natural Breast Reconstruction had invested money in a large marketing communications firm to develop website SEO / SEM. Although they received high site traffic, thanks to paid keywords, the majority of the visitors bounced immediately. Many of the keywords in use were generating traffic looking to explore breast reconstruction photo galleries for the wrong reasons.
The Center for Natural Breast Reconstruction also had a blog that they hoped to integrate into their online marketing plan; however, they were unaware of how to effectively integrate the blog into their overall marketing strategy.
Due to poor-quality site traffic and a rarely used blog, The Center for Natural Breast Reconstruction knew they needed to increase the quality of their site traffic while positioning themselves as the leader in breast reconstructive surgery.
Solution
In order to position The Center for Natural Breast Reconstruction as the leading breast reconstructive surgery center in Charleston, as well as nationwide, Sumer designed a new blog that not only serves as an online community for those affected by breast cancer, but also as a health education tool.
The blog, The Reconstruction Network, was designed using accents of pink—the breast cancer awareness color—as well as other colors that express femininity. The blog also mimics the design of the website, which ensures that there is brand message consistency across the Center’s main online marketing tools. With user-friendly features, visitors can easily navigate through the blog in search of valuable information and tools that speak directly to their needs. On each of the interior blog pages, Sumèr crafted optimized web copy and meta data, and designed a photo gallery to illustrate the work performed by The Center for Natural Breast Reconstruction.
Sumèr also developed a blog editorial calendar for the Center that allows them to generate fresh and valuable content on a consistent schedule, while speaking to their audience’s exact needs.
Results
The Center no longer uses paid keywords that generated poor traffic—which saves them money—and now sees a bounce rate that is steadily decreasing. The average site time and page per visit rate have already increased by 25%, and the blog provided educational information to 35% more prospective clients in the first month of creation than the website.
