Case Study
ANTA
ANTA is Australia’s largest association of natural therapists. They were founded in 1955 as a way to support and promote the country’s burgeoning natural therapy industry, and its thousands of practitioners. Today, they represent members from 14 different modalities, including acupuncture, myotherapy, nutrition, remedial massage, and Western herbal medicine.
The Challenges
ANTA suspected that they were falling behind their competitors, so we completed industry benchmarking to determine whether this was true. Their instincts were right, and because one of their biggest goals was increasing their market share, we knew that major improvements were needed for their marketing.
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 needed to increase the efficiency of their internal processes using software automation, to reduce repetitive and time consuming tasks.
ANTA was also using an old, ineffectual system to manage their website and therapist memberships, which created a lot of extra work for them. Completing basic actions like signing up for memberships, finding courses, and contacting therapists were extremely challenging, and required lots of manual background work for ANTA’s staff. We needed to update this entire system so that it matched their needs and daily processes.
The Solution
The first part of ANTA’s strategy was to overhaul their mammoth website, to make it easier for people to use, and with branding that really reflected the quality and prestige of their company.
Once complete, we ran simultaneous SEO and social marketing campaigns to drive large numbers of new visitors to their website, which increased their overall rankings and generated thousands of new membership leads and newsletter subscriptions, widening ANTA’s reach considerably. This was helped along by automation of ANTA’s email marketing and their membership enquiry process.
As a result of these drastic improvements, ANTA marketing now performs better than their competitors, and as a result, they have achieved significant membership growth. As the strategy continues month by month, this growth has accelerated, and we expect it to continue rising into the future.
Solution Provided
SEO & Content Marketing
#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. Since then, their website traffic has quadrupled from around 30 clicks a day to 120, and is still rising. 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.
Web design & Development
10% increase in total members, achieved in just 6 months
For ANTA’s website redesign, we created a brand new structure and navigation system based on the needs of their users, with clearly defined sections for members, students, treatments, and content. We redesigned key features like finding practitioners and courses, and rewrote almost every single piece of core content on the website to make it clearer and SEO-optimised, so that people would understand it better and easily discover it in Google. We also modernised the website’s aesthetic, with a highly-professional design that blows ANTA’s competitors out of the water.
SEO & Content Marketing
#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. Since then, their website traffic has quadrupled from around 30 clicks a day to 120, and is still rising. 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.
Social Media Marketing
4x higher engagement rate compared to industry standard
A major goal for ANTA was making more people aware of their brand, to bring them further into the public’s consciousness and attract new members. Facebook was ideal for this, because it has a huge audience, some of whom belonged to ANTA’s target market. We run a monthly social posting campaign where we share a variety of original and curated content for their members, which gets an average engagement rate of around 5.29%—over 4% 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 making the membership process simpler, providing high quality information on their website, speeding up their social posting process, and much more. ANTA believes that they save around 4 hours a day based on the improved system and automation, which equates to around $40,000 of someone’s salary.
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