
At first, we struggled with the number of leads and cost per lead that we were driving. We ultimately discovered that there was a specific sub-vertical of therapy - EMDR that there was a huge demand for, and not many licensed therapists. A number of our new prospects came in from there.
We started a practice from scratch, and didn't have many insurance contracts. I built a high converting website, wrote sales scripting to close prospects (and much more).
We spent the time diving into our clients psyche, and building a problem/solutions focused round of website copy. We explored multiple verticals in pay per click ads, doing comprehensive keyword research, and using our copywriting framework to write the Google/Microsoft Ads as well. On the marketing budgeting side, we also built a profit and growth forecast, to allow us to understand what 'success' and 'failure' is, using that to guide our marketing strategy.
At first, we struggled with the number of leads and cost per lead that we were driving. We ultimately discovered that there was a specific sub-vertical of therapy - EMDR that there was a huge demand for, and not many licensed therapists. A number of our new prospects came in from there.
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Challenges:
Strategy:
Calian is a large B2B/B2G professional services company, publicly traded on the Toronto Stock Exchange. When I started with Calian in early 2019, they had a Drupal 7 website that had been somewhat neglected and had technical issues, and the design and content were overall unimpressive, and not representative of a strong brand with an umbrella of highly specialized solutions. They were also lacking a social media strategy, appropriate analytics tracking, marketing automation and a modern CRM solution.

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