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Digital Marketing Case Study
B2B Industrial gas measurement innovation company ZEGAZ INSTRUMENTS
Location: Washington DC/ USA
ZEGAZ Instruments, a leader in gas measurement and hydrocarbon dew point analysis, specializes in serving a niche market of around 5,000 key global decision-makers in the gas and oil industry. Led by two renowned professors, their cutting-edge technologies have established them as market pioneers. Our tailored marketing strategy focused on enhancing brand awareness and driving targeted campaigns through specialized channels, effectively engaging their highly specific audience and amplifying their global impact.
SEO
Web Optimization
Email Marketing
Social Media
Advertising
Website Design
Executive Summary
Our client, ZEGAZ, is an innovative company specializing in gas measurement and hydrocarbon dew point analysis technologies, designed to enhance the quality and profitability of gas extraction. The company is led by two world-renowned professors who are pioneers and market leaders in this highly specialized field. Their cutting-edge innovations have garnered a global customer base, consisting primarily of gas extraction companies, consulting firms, and oil companies.
Operating within a niche market, ZEGAZ targets a highly specific group of decision-makers, with approximately 5,000 key players worldwide. To achieve measurable impact, our marketing strategy is focused on raising brand awareness, engaging this select group of industry leaders, and driving targeted campaigns through highly specialized channels that resonate with their needs and expertise.
Overview
Health tourism is one of the most competitive industries in Istanbul, Turkey. Several factors contribute to its importance, including:
Strategic location
Competitive pricing
High-quality services
Advanced infrastructure and substantial investments in clinics
Profitable and Competitive
This sector is highly profitable for both clinics and the resellers or marketing teams that drive client acquisition. The competition is fierce, with major players investing millions of euros in digital marketing—currently the primary channel for acquiring new patients from across the globe.
Data Security & Lead Generation
Within this industry, two critical factors stand out: ensuring data security and generating high-quality leads with an affordable ROI. If a clinic and its sales team excel at nurturing their patients, word-of-mouth marketing can further reduce the cost of acquisition while amplifying brand visibility and patient retention
Challenges
The gas measurement and hydrocarbon dew point analysis market is highly niche and specialized, presenting unique challenges for ZEGAZ:
Niche Market with Specific Audience: The target audience consists of a small, concentrated group of industry experts and decision-makers who typically purchase products through consultant companies rather than directly from manufacturers, making it difficult to build direct relationships with end customers.
Established Competitors: Other players in the market have been operating for years, offering bundled products and services, making it challenging to differentiate ZEGAZ’s offering in an already well-established ecosystem.
Limited Advertising Budget: ZEGAZ’s budget for paid advertising and search campaigns is limited, making it essential to maximize ROI and ensure that every marketing effort is laser-focused on high-potential leads.
Technical Complexity: The content required to engage the target audience is highly technical and requires deep industry knowledge. As an agency, crafting relevant and insightful messaging that speaks to the complexity of gas measurement and hydrocarbon analysis is a significant challenge.
Long Sales Cycles: In industries like gas extraction and hydrocarbon analysis, the decision-making process is often slow, with long sales cycles. This is due to the high level of investment required, the technical complexity of the products, and the need for rigorous testing and validation. Convincing companies to switch to ZEGAZ’s innovative solutions might take time, especially if they are used to working with long-standing competitors.
Regulatory and Compliance Barriers: The gas extraction industry is often subject to strict regulations and standards, which may vary by country or region. ZEGAZ’s products must not only meet these stringent requirements but also demonstrate clear advantages over competitors’ solutions in terms of compliance and efficiency, which could slow down market adoption.
Building Trust in Innovation: Given that ZEGAZ is pioneering innovative technology in the field, convincing a conservative and risk-averse industry to adopt new methods could be a challenge. Many companies prefer to stick with proven solutions, so establishing credibility and demonstrating tangible benefits will be critical to breaking through this barrier.
Limited Access to Industry Networks: Given the highly specialized nature of the market, building strong relationships within the tight-knit gas extraction and consulting community is crucial. Competitors who have been active for years may already have entrenched relationships, making it more challenging for ZEGAZ to gain visibility and credibility within this network.
B2B Marketing Strategy and Channel Selection
LinkedIn Marketing (Ads & Content Creation)
LinkedIn is critical for B2B marketing, especially in this niche industry. Our strategy includes:
We run highly targeted LinkedIn ad campaigns to reach the approximately 5,000 key decision-makers in the gas measurement and oil sectors. These campaigns use custom audience data and account-based marketing to directly engage with C-level executives and technical directors.
Webinar Marketing
Webinars serve as a key tactic for positioning ZEGAZ as a thought leader in the industry. These events allow ZEGAZ to:
Engage with decision-makers: Webinars offer direct interaction with the industry’s top professionals, where ZEGAZ can demonstrate its products, answer technical questions, and showcase the latest innovations.
Lead Generation: Through webinar registrations, we capture high-quality leads and nurture them through email marketing and LinkedIn retargeting campaigns.
Industry Leadership: Webinars allow ZEGAZ to host and participate in discussions on current industry challenges, further solidifying their leadership role.
Search Engine Marketing (SEO & Google Ads)
In a competitive SEM landscape where other players have larger budgets, our strategy focuses on:
High-Quality Content: We produce in-depth, technical content that ranks highly for niche, long-tail keywords, positioning ZEGAZ as an expert and helping to outshine competitors in search results.
Google Ads & Ad Rank Management: By optimizing ad rank and quality score, we ensure ZEGAZ gets prime positioning for its ads at a lower cost, focusing on the top 5 critical industry keywords.
Backlink Strategy & Website Integration
To enhance ZEGAZ’s SEO and online authority, we implement a backlink strategy by acquiring links from high-authority websites, including industry blogs, news outlets, and academic publications. Each PR placement and content piece is linked back to the ZEGAZ website, creating a strong network of backlinks that improves search rankings and increases organic traffic. Additionally, the website’s content is structured to convert these visitors into leads through optimized landing pages and lead capture forms.
Content Creation
We regularly create and share technical, thought-leadership content on LinkedIn, including industry reports, case studies, and articles on innovations in gas measurement. This establishes ZEGAZ as a trusted expert in the field and encourages ongoing engagement with the brand.
YouTube Video Marketing
YouTube is a powerful channel for product demonstration and education. Our strategy includes:
Educational Videos: Showcasing ZEGAZ’s innovative technology and explaining its benefits, we aim to educate potential customers and build trust. Videos are SEO-optimized for search visibility and embedded across the website and LinkedIn to boost engagement.
PR in Industry Magazines
To further ZEGAZ’s industry presence, we secure PR placements in relevant gas, oil, and energy industry magazines and online publications. These feature articles and product spotlights help increase ZEGAZ’s brand credibility and reach within its niche. We leverage these placements to drive traffic to the ZEGAZ website and generate high-authority backlinks, improving overall SEO performance.
Custom Audience Targeting & Data Utilization
We utilize existing customer data to create custom audiences for retargeting across LinkedIn and other channels. This ensures ZEGAZ’s messaging is highly targeted and reaches key industry decision-makers efficiently.
Technical Blog Content & SEO
Our blog content is designed to address industry challenges and customer pain points, offering detailed guides and insights. This establishes ZEGAZ as a trusted resource for industry knowledge while simultaneously improving SEO rankings and driving relevant traffic to the site.
Results
Driving Growth: 30% Traffic Increase, 2,451 New Leads, and 23% More Bookings with Improved Data Accuracy and Patient Satisfaction
Increased organic website traffic by 30%
• Generated over 2,451 new leads
• Boosted bookings by 23%
• Improved brand awareness and patient satisfaction
•Successfully resolved data gathering issues and enhanced database accuracy
Google ADS advertising for clinic result:
"Boosting Patient Acquisition & Strengthening Clinic Operations"
This case study exemplifies our ability to deliver comprehensive digital marketing strategies that not only increase patient acquisition but also strengthen the clinic’s operational infrastructure and long-term security.
This version emphasizes clarity, professionalism, and a structured flow. Let me know if you’d like to adjust anything further!
In just one month, we generated 2,451 fresh and qualified leads actively seeking dental services in Istanbul, Turkey. The key to this success was our strategic segmentation of all campaigns, ensuring they were closely aligned with relevant, customized landing pages to attract high-quality leads.
In the subsequent months, we conducted A/B testing on each landing page and service offering. This optimization process not only reduced cost per conversion but also enhanced the quality of leads, resulting in high-ticket sales for the dental clinic.
Ounternet Digital Solutions
Before partnering with Ounternet Digital Solutions for their Google Ads and digital marketing efforts, the clinic’s previous service approach looked like this:
You can now continue with a comparison or explanation of the previous service quality before Ounternet’s involvement. Let me know if you’d like assistance in crafting that section!
DENTAL CLINIC, GOOGLE ADS LEAD and Awareness campaign for Health tourism in Istanbul/Turkey
On day one of our Google Ads optimization for the dental clinic, the Ounternet Digital Marketing Agency team implemented the following critical adjustments:
1. Campaign Structure Overhaul:
We reorganized the existing campaigns to focus on more specific, targeted audience segments. This included separating local and international audiences and crafting distinct ad groups tailored to different patient needs (e.g., cosmetic dentistry, dental implants, routine check-ups).
3. Keyword Refinement:
We conducted extensive keyword research to identify high-intent search terms. Negative keywords were implemented to filter out irrelevant traffic, reducing wasted spend and focusing budget on valuable, lead-generating keywords.
7.Conversion Tracking Setup:
We implemented advanced conversion tracking for appointment bookings, form submissions, and phone calls. This enabled us to accurately measure the campaign’s effectiveness and make real-time adjustments.
2. Landing Page Alignment:
We ensured that each ad directed users to highly relevant, conversion-optimized landing pages, improving the user experience and increasing the likelihood of lead conversions.
4. Ad Copy Optimization:
We rewrote ad copy to be more compelling and aligned with the clinic’s luxury and VIP service positioning, emphasizing unique selling points such as state-of-the-art facilities and VIP dental care.
5. Bidding Strategy:
We switched to a manual bidding strategy in the initial stages, allowing us to closely monitor performance and adjust bids based on the best-performing keywords and ad groups.
6. Ad Extensions:
We added ad extensions (callouts, location, and sitelinks) to provide more information upfront and increase ad visibility, ultimately boosting click-through rates (CTR).
Landing Page
We designed a custom UI/UX specifically tailored to the clinic’s brand identity and patient demographic, ensuring a seamless and engaging experience. In this highly competitive industry, technical details play a critical role in conversion, and we implemented several key features to optimize performance
Ounternet Agency
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