I’ve been working with Zita West, who runs a well known natural fertility and IVF clinic in central London (as is the author of 12 books on pregnancy and conception) for a few months now.
Our goal is to grow enquiries at the clinic, raise awareness of Zita, her work and her products and build an online audience for the clinic through a mix of digital strategy and PR.
My consultancy has included
- Helping with the launch of the revamped zitawest.com.
- Filming videos and launching ‘The Fertility Show’, a weekly Youtube show hosted by Zita.
- Social media strategy and content creation.
- Content creation and strategy for zitawest.com
- Email marketing strategy including building separate targeted email lists and following up with these people.
And the good news is what we are doing is working!
March was the busiest ever month on zitawest.com, with organic traffic increasing by 10 per cent each month since January and visitors from email marketing up 138%. The website’s organic rankings are improving and traffic is filtering as a result of increased creation of engaging content and social media activity.
This has had a direct impact on shop transactions (sales of her products in her online shop) and at the clinic, clients are telling Zita they are enjoying her videos and social media content. Meanwhile, the special offer we have made to newsletter subscribers means that we can see them beginning to book in appointments at the clinic too.
Zita’s audience is growing across all social platforms, and her new magazine style articles and video content, produced consistently on a weekly basis, are being shared more than ever before.
Plus, Zita has had a great run of publicity including a double page spread in the Metro and an article on Getthegloss.com further raising her profile.
But one swallow does not a summer make!
Digital strategy, marketing, remarketing and PR have a cumulative effect, and this is just the start. We have already filmed enough content for The Fertility Show and website to take us through to June, and our goal now is to continue to increase clinic bookings and build the audience to a size that will open up new opportunities, such as the sale of digital products.
I’ll keep you posted.