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Case Study

ANTA

ANTA is Australia’s largest association of natural therapists. It was founded in 1955 to support and promote the country’s burgeoning natural therapy industry and its thousands of practitioners. Today, ANTA represents members from 8 different modalities, including acupuncture, myotherapy, nutrition, remedial massage, and Western herbal medicine.

1#
SEO National Benchmark
170,000
Organic Visitors Per Year
1,000+
Page 1 Keywords
SEO > #1 SEO National Benchmark In 2024 (Up From 7th 2019)SEO > 2X Increase In Organic ClicksSEO > 170,000 Organic Visitors Per Year (>14k Per Month)SEO > 2.4X Increase In Page 1 Google RankingsPaid Social > $17 Cost Per Lead For MembersOrganic Social > Over 20,000 Organic Reach Per Month

The Challenges

ANTA suspected that it was falling behind its competitors, so we completed industry benchmarking. At the start of the campaigns, the association was ranked 7th nationally and rose to the #1 position over two years. ANTA became the standout success for SEO attracting large audiences of targeted website visitors every month.

The Solution

To achieve this, we needed to create a multi-stage marketing strategy that would increase their SEO, improve their website’s conversion rates, hone their social media marketing to boost awareness of their brand and enhance its reputation. We also increased the efficiency of their internal processes using software automation to reduce repetitive and time-consuming tasks. ANTA invested in software to remove manual tasks and replaced them with marketing automation using triggered workflows, email marketing and an integrated CRM.

Solution Provided

SEO Campaign

#1 in Google for 20 of their industry’s major keywords (May 2022)

Natural therapy is a huge and popular industry comprised of many unique therapies, so there was massive potential to increase their SEO with great content. We created six-monthly content calendars for ANTA that included relevant natural therapy topics with excellent traffic potential, which we have executed since the campaign began in early 2020. Combined with their new website design, this has rocketed them to the top of Google for 20 of their profitable keywords, which has improved the bottom line of their business. We expect this success to continue.

Paid Social Campaign

$17 Cost Per Lead

Targeted paid social ads worked to convert highly targeted website visitors into new member enquiries at a highly profitable rate of only $17 per lead.

Organic Social Media

4x higher engagement rate compared to the industry standard

A major goal for ANTA was to make more people aware of its brand, to bring it further into the public’s consciousness, and to attract new members. We ran a monthly social posting campaign where we shared a variety of original and curated content for their members. This content achieved an average engagement rate of around 5.29%— 4x higher than the standard for their industry. This has helped to grow their audience substantially on social media and made many more people aware of their brand.

Marketing Automation

$40,000 saved a year on staff costs

Switching to a more efficient system was a priority for ANTA, as it made their key tasks easier or automated entirely. We were able to vastly improve their efficiency by simplifying the membership process, providing high-quality information on their website, speeding up their social posting process, and much more. Based on the improved system and automation, ANTA believes that they saved around 4 hours a day, which equates to around $40,000 of saved labour costs.