Challenge

Our biotech client had very niche product offerings that were only available through customized ordering through their sales team. Given the high ticket nature of their products (>$100k each), they had a hard time generating leads through their site. They spent a lot of resources on conferences and tradeshows, but needed an additional way to scale their lead generation efforts. The client's internal marketing team had some SEO experience, but admittedly needed help with SEO best practices, exhaustive keyword research, and the development of strategic middle and bottom of the funnel content.

The total available traffic within this niche was also somewhat shallow. In many cases, biotech's are in niche verticals that don't extend themselves to 100,000s of visits per month. This presents both a challenge and an opportunity as the competition tends to be a bit more focused but the potential for increased market share is obtainable. In these types of situations, it is of upmost importance to understand how the biotech's products differ from that of competitors and communicate that via sales copy.