How Emerson Media took a traditional wellness company into the digital space in one year.... without a budget.
A case study to inspire those brands who may just be starting and not ready for a big media and marketing budget. We get it, and there are solutions!! Here’s how Emerson Media did it using all offerings – web, video, design, and marketing.
Peak Vitality Solutions(PVS) was created in 2019 when two independent personal trainers joined forces with a mission to transform the wellness industry. Operating primarily through in-person services, the brand wanted to push out of this industry norm and be a trailblazers when it came to the technological advances happening in the industry. But how can a brand show investors and clients its ability to take this on when they still need to build a website and have no big marketing budget?
This is where Emerson Media’s work began.
A Sneak Peek of the Results
In one year, Emerson Media helped Peak Vitality Solutions:
- Design – Create a unified brand and establish brand guidelines
- Video – Build from scratch, a YouTube channel that became a wellness video network.
- YouTube Marketing – Gained 3.21K subscribers in 3 months on YouTube.
- Web Development – Designed and developed an interactive website with an average engagement time of 2 minutes and 41 seconds
- SEO – Mainted an average organic CTR of 5%
- SEO – Averaged doubling MoM website users
- Social Media – Created and managed four social media accounts
Here's how we did it.
Let’s start with the website. PVS had acquired a site on Squarespace when Emerson Media came in, and we used this to get a foundation in the digital space. However, with the limitations Squarespace has and the unique vision there was for this site, a move to WordPress was a must.
Emerson Media moved PVS’s domain and website hosting to a new provider that could support the site needs and designed, developed, and launched PVS’s website within two weeks.
The goal of designing this site was to clearly communicate that PVS is not just a personal training service but to show the wellness ecosystem they were on a mission to create. This was not a site to display muscular images of people working out you would typically see, but to visually communicate the technology and science of wellness – one of the brand’s missions.
Interactive Journey
PVS’s main services offering is built around its “transformational journey.” We wanted to create a page on the site that took viewers through their own journey when learning about it, so an interactive page was a must!
This journey proved to be a success, with an average engagement rate of 7 minutes.
Alright, the site is launched; now, let's bring customers to it and show who PVS is as a brand
First Stop – Website SEO
With no budget, using Google Ads to get viewers to the site was not an option, so it came down to organic SEO! Every marketer can be thankful that Google Analytics provides really powerful tools for SEO. From Google Search Console, PageSpeed Insights, Keyword Planner, and of course, Google Analytics, PVS’s site doubled its amount of users MoM consistently with monthly SEO upgrades.
Next move: showing PVS’s expertise and authenticity.
The wellness industry is no small feat to break into, with the current worth in 2023 at $4.4 trillion and forecasted to reach $7 trillion by 2025. So, the challenge at hand was how can a wellness company with a team of three people break into it?
Showing expertise and authenticity through video. Emerson Media assisted in creating and launching PVS YouTube Channel as “The Vitality Handbook,” which is a podcast series with the co-founders of PVS showing their personal expertise in the wellness industry. The goal of these videos was to give a face to the brand and authentically communicate with potential customers. These videos were then formed into social videos and posted across Instagram, TikTok, and Facebook, and published on Spotify.
The Results
From this 55-episode series
- 0 to 3.21K subscribers in 3 months
- Video views averaging 4k
- 256% increase in social media engagement
From YouTube to creating a "Network" of wellness video content
With the strong growth seen from one video series, Emerson Media worked with PVS to launch “Netflix of the wellness industry,” The Vitality Network. This network was added to PVS’s website and housed various channels of video content created around PVS. The move to display these videos on PVS website was made with the intention to have more branding control, up the SEO, and increasing engagement rate on the site. Instead of asking viewers to check out the site, they were already there and we just had to keep them there!