Owners of small businesses often share a common challenge – not having enough time or personnel to dedicate to marketing. Headquartered in Syracuse, New York, and serving clients across the country, Jennifer Waters, L.Ac., Dipl.Ac., is one business owner who found a solution with Virtucom Group. In this case study, we describe how our content creation services fulfilled various marketing needs for Jennifer Waters, L.Ac., Dipl.Ac.
The Problem
As an expert in the acupuncture and light therapy field, Jennifer Waters, L.Ac., Dipl.Ac., had several clear goals when coming to Virtucom Group in late 2022. These included:
- Positioning herself as an acupuncture and light therapy expert across the digital landscape, from search engine results pages (SERPs) to social media
- Targeting specific audiences who could benefit from light therapy and acupuncture, including those looking to amplify their fertility
- Polishing her website content, from landing pages to blogs
- Forming a cohesive social media and email marketing strategy
- Creating marketing materials ranging from one-page handouts to ebooks
Though her marketing ambitions were clear, Jennifer’s busy patient schedule didn’t allow much free time to promote her business. Plus, she had many expert insights to share about her practice of traditional Chinese medicine. She needed help putting those thoughts into digestible marketing content, like blog posts, landing pages, and social media posts.
The Solution
In Fall 2022, Jennifer decided it was finally time to alleviate the burden of content creation by seeking a professional content marketing service. She reached out to Virtucom Group, also based in Syracuse, NY, as she was familiar with our firm and services.
To start, Virtucom Group held a conference call with Jennifer, her account manager, and a dedicated writer and editor. During this call, content specifics were discussed, such as:
- Search engine optimization (SEO) requirements
- Preferred branding and language
- Target audiences
- Pricing and budget
- What to prioritize in terms of content needs
With this information, Virtucom Group formed a style guide to consult when writing and editing every piece, as well as a proposed content creation schedule. Jennifer ordered content as her budget allowed, enjoying the flexibility Virtucom Group offers (no minimum orders per month required). Virtucom Group delivered all content orders within the agreed-upon turnaround time of 30 business days, giving Jennifer plenty of time to plan in advance.
Further, Jennifer took advantage of the knowledge of Virtucom Group by scheduling quarterly consultations with her account manager. During these discussions, Nicole Sorce, Director of Content Marketing, did the following and more:
- Guided Jennifer about prioritizing certain types of content
- Helped form cohesive brand messaging by gathering the right information
- Answered any of Jennifer’s questions relating to our service areas
While the SEO website content for www.jenniferwaters.net is complete, Virtucom Group is always standing by to assist Jennifer with any of her company’s writing and editing needs.
The Results
Throughout the partnership, Jennifer felt that Virtucom Group met her content creation needs for writing and editing landing pages, blog posts, social media posts, and ebooks. Virtucom Group also assisted with email marketing efforts from a content creation perspective. Jennifer has reported a noticeable difference in her organic website traffic, even garnering some new leads from search engines.
Client Testimonial
“If you want to have an online business and compete in the online world, you have to create content. It takes a lot of time. That’s what I was pretty naïve about because I’m swimming in ideas for content, and you have to make that into something marketable.
I was really impressed when I first met the Virtucom Group team and they interviewed me. The fact that several people were on the call made a lot of sense. You want to have different ears hearing the same thing, as we all interpret things so differently. Virtucom Group really takes a team approach – everyone works together to keep the focus and branding clear and the content consistent.
Virtucom Group is at a whole other level of professionalism than anyone else I’ve worked with. The team has really brought me up to a new level. There is a big difference between working with a professional team vs. someone who thinks they’re good at content. Virtucom Group always has a vision for me in terms of where I can go with content, and it’s not necessarily where I would think. If you’re looking to become a recognized expert in your field, your website and online presence needs to reflect that.”
Jennifer Waters, L.Ac., Dipl.Ac.
Learn More About Virtucom Group’s Content Creation Services
While Virtucom Group mainly works with Fortune 500 retailers and content marketing agencies, we’re always open to exploring content creation partnerships with business owners directly. We’ve enjoyed working with Jennifer Waters, L.Ac., Dipl.Ac., and we’re looking forward to future projects with her and other new clients. For more information about Virtucom Group’s content marketing services, contact us today.
Virtucom Group 