Goals Digipharm.io should focus on
1.
Scale sales qualified leads
2.
Shorten buying cycle with higher intent prospects
3.
Drive waitlist signups for mobile app in development
A quick look at DigiPharm's Competitor, LyfeGen
- Lyfegen only runs Linkedin ads, which makes them vulnerable to brands stealing their search traffic.
- Competitors are targeting “value based drug pricing” with content. This can easily be a non-branded ad group
- Lead nurturing ads should target current prospects through custom audience targeting
What a PPC strategy would look like
1. Use search ads to steal competitor traffic & build sales qualified leads
- Run branded Google ads bidding on Lyfegen
- Build top of funnel Google ads targeting “value based drug pricing” keywords
- Create custom audience linkedin ads to nurture existing leads
- Create dedicated landing pages to match ad targeting
- Protect your brand with branded PPC ads
PRO TIP: Ensure your branded Google ads have 90% impression share
Sales Funnel
Awareness
Consideration
Comparison
Purchase
Customer's Journey
Has a problem
Identify a solution
Be the best solution
Searches for your brand
Ad campaigns
Competitor ads
nonbranded keywords
Lead nurturing ads
Branded ads
What if Digipharm wants to go DTC?
- Facebook could be the cheaper platofrm to drive sign ups, given their CPAs are drastically lower than Linkedin, which is where most competitors play.
- Digipharm would need to focus on benefits instead of product features in ad copy
- Landing page copy would need to reflect the change in ad copy.
