Case Study
Digital Transformation: How Digital Marketing Drove a 243% Ticket Sales Increase for Public Sound Baths within 6 months
Ron Pankratz of Chiron Acutherapeutics revamped his acupressure practice to focus on sound healing, achieving a 243% increase in sales in six months through digital marketing by Next Steps Digital Marketing.
Executive Summary
This case study explores the journey of Ron Pankratz, owner of Chiron Acutherapeutics, an acupressure practice in Vancouver, BC, who decided to shift his focus to private sound healing services and public gong baths. With an outdated website and a goal to reach a new audience, Ron hired Next Steps Digital Marketing (NSDM) to create a comprehensive digital marketing strategy to enhance his online presence. Through strategic SEO and website improvements, social media optimization, and Eventbrite integration, Chiron Acutherapeutics saw a remarkable 243% increase in sound bath ticket sales within six months. This case study highlights key lessons learned and the transformative power of tailored digital marketing strategies.
Table of Contents
Introduction
Client Background
Client's Initial Problem
Digital Marketing Solution
Final Results
Lessons Learned
Conclusion
Introduction
In today's competitive business world, being adaptable and innovative is essential for success. This case study delves into the journey of Ron Pankratz, owner of Chiron Acutherapeutics, a seasoned acupressure practitioner in Vancouver, BC. With three decades of experience, Ron saw an opportunity to expand into private sound healing services and public gong baths.
However, he faced the challenge of communicating this transition effectively with an outdated digital presence. With separate websites for different services, Ron's online identity was fragmented, hindering visibility and outreach. Recognizing the need for a cohesive digital strategy, Ron hired NSDM to unify his brand image and maximize online engagement.
This case study chronicles Chiron Acutherapeutics’s digital transformation, from the initial challenges to the implementation of targeted solutions. Through a mix of SEO and website enhancements, social media optimization, and Eventbrite integration, Ron saw a significant increase in website traffic and sound bath ticket sales in just six months.
By examining the strategies used, analyzing key performance indicators, and sharing valuable insights, this case study offers a roadmap for businesses looking to leverage digital marketing for growth. NSDM not only revitalized Ron’s business but also set him up for long-term success in the competitive digital landscape.
Client's Initial Problem
Ron had two websites for many years: one for his acupressure business and another for his sound healing services. Both needed updates. To streamline his offerings, Ron decided to combine everything into one new website under the name Chiron Acutherapeutics. He purchased a new domain and built a SquareSpace website, redirecting the old domains to the new one. Despite the new website, traffic remained low, with most visitors searching for acupressure, not sound healing.
Ron converted some existing clients to sound healing but wanted to reach a new target market and grow his new services. He realized the need for SEO updates and hosting public sound baths through Eventbrite, but digital marketing was not something he wanted to learn himself. Like many solopreneurs, he was busy running his business and caring for clients. So, he hired NSDM to help. To manage the workload, NSDM dedicated 15 hours a month for the first two months and then reduced to about 10 hours a month for the next four months.
Digital Marketing Solution
SEO and Website Enhancements
Six months ago, we started with SEO keyword research and selection. Following the client’s decisions, we implemented on-page SEO, including adding SEO page titles and meta descriptions with keywords for each page, updating the homepage and seven other static pages, and adding three new webpages to build the website's authority. These new pages were designed and written using AI, then heavily edited by me. We also expanded local SEO by updating the Google Business listing and setting up listings on Bing Places, Apple Business Connect, and six other local directories.
Eventbrite Integration
We conducted keyword research for Eventbrite, drafted event descriptions for recurring and special public sound baths, created graphics for banners, and directed new video content development to enhance the event pages.
Social Media Optimization
Ron does weekly 30-minute IG Live Sound Baths and occasionally posts about his services on Facebook and Instagram. We optimized Chiron Acutherapeutics’s profiles on both platforms to enhance searchability. We also posted a longer video on YouTube, for which I wrote the description and optimized the YouTube channel.
Monitoring and Analytics
I set up and monitored analytics to track website and Eventbrite results, making platform changes as needed. Social media marketing was not managed by us, except for the initial optimization.
Final Results
Six months after updating Chiron Acutherapeutics’s Eventbrite profile and event pages, there was a 243% increase in sound bath ticket sales compared to the previous six months.
Within six months of implementing SEO and new keywords on the homepage and new webpages, significant improvements were seen. Chiron Acutherapeutics’s overall SERP rankings (GSC) from November 2023 to May 2024 showed an average position of 21, compared to 32 from May 2023 to November 2023. We moved from not ranking for "sound bath Vancouver" to the first page of Google, currently at number 5 for organic links not included in Events Pack or Places (Local Pack).
There was also a noticeable increase in relevant web traffic, with Google Search Console data showing 190 total clicks and 2.42k total impressions from Canada between November 2023 and May 2024, compared to 104 clicks and 738 impressions from May 2023 to November 2023.
Overall, these improvements boosted public visibility and positively impacted our online presence.
Lessons Learned
When tackling SEO projects and Organic Digital Marketing, it's important to break the work into phases rather than trying to do everything at once. Quality trumps quantity when creating new web pages and content. Conducting keyword research helps understand how your audience searches, enabling you to create web content that resonates with them and helps them find you online.
While Google is important, it's not the only place your business should be found. For brick-and-mortar businesses, local SEO is crucial for keeping web traffic relevant. Optimizing event names and descriptions on platforms like Eventbrite can help your events show up higher in search results.
Be patient when aiming to gain traction in rankings. Depending on the competition within your niche and the size of your audience, it may take approximately six months or longer to see results.
Conclusion
This case study highlights the transformative impact of strategic online marketing initiatives on Chiron Acutherapeutics. Through meticulous SEO, website enhancements, social media optimization, and Eventbrite integration, tangible results were achieved swiftly.
The significant increase in sound bath ticket sales underscores the effectiveness of tailored digital marketing.
By embracing these lessons and adopting a proactive stance, businesses can position themselves for sustained growth in the digital landscape, paving the way for long-term success even as search engines evolve.