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Fit to Fly PCR - The Brief
Fit-to-Fly PCR came to us as they were entering into a fast-growing market, dominated by just a very few, longer-established players.
Having responded quickly to the start of the pandemic, Fit-to-Fly provide fast and efficient covid testing services using a dynamic and innovative business model, but found that they were struggling to make a clear impression online, so that they could inform and attract clients to their pivotal online booking system. Everything depended on traffic building, bringing prospects to the company website, and letting the product speak for itself.
Having ploughed significant investment into the project, in a fast changing commercial environment, a wait-and-see strategy was simply not an option, when it came to measuring results. After 4 months of disappointing website traffic Fit-to-Fly approached us at Cash Cow Marketing, asking for a plan to achieve higher search engine rankings and ultimately more sales.
Having quickly assessed the challenges facing Fit-to-Fly, and with time a key factor in this project, we deployed a range of strategies designed to focus on developing their Google presence, starting with their Google Business page.
Our team comprehensively researched some of the most effective, yet under-utilised keywords being used on a daily basis by prospective clients. Due to the rapid evolution of the information surrounding their business area, it was imperative that they become an authority on this emerging subject, not only to build trust in their competence, but also to act as a secondary marketing tool, allowing even non-clients to act as their ambassadors, through the plentiful provision of relevant content, updated frequently and in a timely responsive manner, essentially making them a go-to resource for Covid information, and thereby a likely trusted source for associated services and products.
The Tools we used
Content & Blog Production
Built Healthcare Listings
Google Local Business Page
Increased Website Authority
Identified Easy Keyword Targets
In just the first two months, following our intervention strategy, a clear uptick in website traffic became quickly apparent, with fit-to-fly soon doubling their daily first contact traffic, a trend which continued as we worked to populate their site with readily discoverable, useful content regarding their area of expertise, and the commercial universe in which they operate.
This helped position Fit-to-Fly for the inevitable relaxation of the more stringent restrictions on travel, as more and more governments began to tackle infection-rates and testing requirements using more sustainable measures, which in turn meant that the authority position the company had started to occupy allowed for much greater amplification of their key marketing messages. First contacts more than tripled, and their audience retention levels kept pace with the increases, which meant that consumers were not only coming to them for advice but also sharing much of their information, due to its accuracy and efficacy.
In particular, our focus on geo-located SEO strategies meant huge growth in markets local to their initial testing facilities, which over time have continued to expand nationally, resulting in the company opening new testing clinics in 2 separate locations within the first 9 months of operation.
The Cash Cow team continues to work directly on growing the company’s expanding operations and profile as an emerging leader in providing fuss-free services and peace of mind to UK travellers heading abroad for work, rest or play.
Fit-To-Fly’s founders subsequently engaged our services across a broad range of other businesses, in which they are involved, and we foresee further great successes on the horizon, stemming from our collaborations to bring well thought-through products and services to market, using our key mixture of communication, talent and strategic experience.