Digital Transformation Project Positions B2B Health Tech for Organic Lead Acquisition
FinPay is one of the fastest-growing national healthcare technology startups in the United States that is working to re-establish trust in the patient-provider relationship while bolstering revenue for healthcare partners.
Buyer persona development
Technical SEO audit + strategy + implementation
On-page SEO matrix
Design + development for five new web pages
Blog migration from WordPress to HubSpot
On-page SEO audit + strategy + implementation
Production of downloadable assets
Technical HubSpot Consulting
Automated lead-nurturing workflows
Training + onboarding
As a startup in the health tech space, FinPay needed to attract more qualified leads to its website and improve conversion rates. Despite providing a must-needed solution that had a superior impact on their client's bottom line, attracting and converting website leads proved challenging.
The company was also facing a critical juncture point in its short lifespan: a brand identity crisis. FinPay knew it needed to start from square one to establish itself for what it was — a revolutionary solution capable of transforming patient-provider relationships while boosting bottom-line revenue for healthcare providers.
To establish its brand, the FinPay team recognized the importance of working with a reputable partner that could support all aspects of its digital transformation project goals:
New brand iconography
New custom website template
Strategic, lead-converting content
Optimize the Salesforce CRM integration with HubSpot’s
Convert visitors to sales-qualified leads (SQLs)
FinPay engaged Mole Street on a wide-sweeping digital transformation project, including Growth-Driven Design, Content Marketing, and HubSpot Consulting initiatives.
Starting foundationally, Mole Street researched user data to inform the development of Buyer Personas and began auditing the existing website for content, SEO, and brand identity elements.
In tandem with the website design and development work, Mole Street collaborated with FinPay’s senior Marketing and IT leadership to orchestrate an inbound marketing strategy and sales enablement plan.
Mole Street’s methodology included generating content for all stages of the buyer’s journey and automating follow-up email messaging to nurture visitors toward concrete next steps.
Next steps included strategizing a complete digital overhaul, including:
Building new website pages
Automating email drip campaings
Optimizing CTAs across all content site-wide to boots conversion rates
Mole Street’s design work began by researching and creating custom buyer personas to represent FinPay’s ideal customers and inform all content and design efforts moving forward. In addition, the team audited the website for on- and off-page SEO and built a strategy so FinPay could compete organically for new traffic to the website. This included an on-page SEO matrix used to inform all meta information and content specifics for each page on the website.
Content Marketing Program
After successfully migrating FinPay’s WordPress-hosted blog to HubSpot, Mole Street launched the content marketing phase of the engagement. Through comprehensive keyword research, Mole Street identified multiple opportunities for FinPay to compete in organic search.
To lay a solid foundation for an ongoing SEO program, Mole Street created search-engine-optimized content outlines and provided copywriting for the following pages:
Vertical-specific pillar pages
Following Mole Street’s efforts, FinPay soared to the first page of search for its coveted keyword: “patient financial management.”
In addition to the core website pages, Mole Street strategized and created free content offers along with integrated HubSpot CTAs and forms for optimized conversion points throughout the website.
The following pieces were created to track user engagement and trigger workflow automations within HubSpot:
Product demo scheduler
Saales enablement assets
To drive engagement and leads, we produced a LinkedIn marketing campaign that offered a free guide showcasing how FinPay can be leveraged to improve patient satisfaction and repayment rates for behavioral health clinic target audiences.
The campaign included inline lead conversion forms for downloading the free guide. The ads integrated directly with FinPay’s Salesforce CRM for contact visibility.
Technical HubSpot Consulting
Mole Street created conversion-optimized lead-nurturing workflows and synced marketing initiatives with the HubSpot CRM to provide real-time insights that ultimately informed sales prospecting.
In addition, our team onboarded and trained the FinPay team on how to use HubSpot, including how to build custom reporting dashboards and track prospect behaviors for improved SQL nurturing efforts.
YOY increase in web traffic
YOY increase in new visitors
YOY improvement in average search position