SCALING CONTENT & CONVERSIONS FOR B2C SERVICE PROVIDER

THE CLIENT

Fetch My Vet is a startup that provides in home vet care to customers in the South Florida area.

They approached us to tackle 3 goals:

  1. Educate the market that “in home” vet care exists
  2. Let local pet owners know that FMV offers premium, convenient and transparent in home vet services
  3. Increase booked appointments from new customers

From The Future has helped us solve complicated marketing problems that other agencies have struggled with in the past. The team at FTF is incredibly intelligent, overly communicative and a pleasure to work with.

Tarek G. El Gammal-Ortiz - President, Fetch My Vet

THE PLAN

  • In home vet care is a new category, Fetch My Vet is a new company. We needed to educate the market about the service and company before we could begin the marketing process.
  • Generating awareness (at scale) requires a large volume of content production, ones that speak to the interests and needs of their target audiences.
  • On top of that, they needed a distribution strategy that would put this content in front of their target audience. The best way to do so is with social advertising, PR and influencers.
  • The checkout process was slow, confusing and full of holes. We needed to rethink the checkout process, including pricing strategies, to convert the large amount of paid traffic flowing through the site.
  • The structure of their website wasn’t conducive to organic search. They needed to build a presence in local markets and get exposure for “city + vet” related searches.

THE EXECUTION

  • UX // Setup and implemented tests to fund holes in the checkout process. Our UX team rebuilt their checkout process from the ground up, cutting down steps to conversion by 42%.
  • Content // Implemented a Pillar + Cluster strategy to focus content on key business elements. Built out a scalable content production model to push cluster topics across multiple mediums (written, audio, video) and distribution platforms (blog, YouTube, IGTV, etc).
  • Social ads // Created a funnel to reach cold audience with value adding content, then remarket product and sales messages based on previous stage engagement.
  • PR + influencers // Found and contacted hundreds of local influencers and press outlets. Instead of running promotional influencer placements, we chose to let the influencers create native content around the service. We then took that content and pushed it into the social advertising funnel.
  • SEO // Built local landing pages to capture “city + vet” searches.

THE RESULTS

40+

Media and influencer placements

47%

Lift in conversions

210%

Increase in search visibility

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