Case Study: Full Funnel Marketing for Kealo Health

The partnership between Kaelo Health and YDA

The health insurance landscape in South Africa has been dominated by big names for decades. How will a new B2C health insurance company break through competitors’ busyness and brand dominance to reach the upper 20% of the South African population who opt for private healthcare? That is the problem that Kaelo Health faced, and it is the exact reason they reached out to YDA. Kealo Health is a new health insurance financial service provider offering an affordable alternative to private medical cover in South Africa.

Kaelohealth | Digital Marketing Case Study | YDA

About Kaelo Health and their growing pains

Kaelo Health – while new to the B2C private healthcare sector – is no newcomer to health insurance in general. As a sub-brand of Kaelo, a commercial medical cover solution that offers medical cover to companies who want an affordable alternative to healthcare for their employees. Essentially, Kaelo Health is the B2C version of the B2B medical insurance offering provided by Kaelo. “We needed a strategy to launch Kaelo Health on digital,” says Guy Eagle, Head of Marketing at Serveco Distribution (a Kaelo company in charge of marketing and distribution of Kaelo group retail offerings. “We needed our offering to come before the right audience. To do this, we approached Your Digital Assembly ‘(YDA) to help us launch online, build the brand presence and personality, bring the right traffic to the website, convert prospecting customers’ leads, and gather valuable first-party data to inform ongoing future campaigns.”

YDA plugs in to get the right story to the right audience

YDA got to work straight away. “We developed a full-funnel strategy to launch Kaelo Health on the Meta platforms for a local audience,” says Alex Macura, founder of YDA. “We have an amazing team of digital marketing experts. When you bring them together, strategic magic happens.” For Kaelo Health, we focused on getting the story right. “We developed a strategic communication framework that nurtured platform users through the marketing funnel’s awareness, consideration, and conversion phases,” explains Alex. “To ensure we resonate with the right audience, we took time to immerse ourselves in the target audience’s needs, pain points, and challenges, so that we could approach communications with care and thoughtful personalisation.”

Content that moves the needle

Not every activity results in a conversion right away when it comes to full-funnel marketing. This is what senior digital marketing expert Sarah Harrowsmith from YDA explains.  “Within the Kealo Health content marketing strategy, we created thought-provoking content articles on relationships, health, and lifestyle advice that drive users to the website,” continues Sarah, “valuable bite-sized snippets of information that trigger better, healthier habits.”

Magnificent metadata

When visitors land on the site to read these great top-of-funnel articles, their data is captured via the meta pixel. This is then used to target them in personalised campaigns to further nurture them through the consideration and conversion stages of the funnel.

Views and videos

In addition to the articles that have users clicking through to the website, a suite of branded videos was created to deliver information around price points and plan options. Not only did this capture view data on the meta platform for further audience segmentation, it further entrenched the brand attractiveness to our target audience.

Paid social media ads for consistent conversions

“Within the Kealo Health social media strategy, we opted to run our social ads as dark ads,” explains Alex. “Dark ads are simply social media ads that only show up on the target audiences’ feed and do not appear on your company’s page. Running as dark ads, we created website conversion ads optimised for the lead form submit button goal on the website.”

The 5 T’s that ensured lead generation success

  • Targeting. Our campaign consisted of various ad sets with different targeting parameters. Part of it includes interest-based targeting and lookalike audiences built from the first-party data collection.
  • Testing and learning. These targeting parameters are monitored in a test-and-learn environment, where underperforming ad sets are swapped out for fresher targeting. Included in each of the ad sets are two creatives. Here again, these are monitored in a test-and-learn environment where creatives are renewed when underperforming.
  • Tactical adjustments. Valuable lessons, such as interests that work and specific phrasing work, are learned in both the ad set and ad level that help inform cognitive decisions when developing future targeting parameters and creative executions.
  • Talking to our customer. To further bolster our decision-making regarding targeting and creativity, we keep in close communication with the client Kealo Health to overlay their call center conversions (a sale) with our leads to see which are actually coming in with an optimum CPR.
  • Tagging and tracking. All the ads are tagged up through UTM tracking so that we know exactly which ad set and which creative converted to a customer in the call center.

Remarketing for further nurturing

In addition to the website conversion campaign that generates leads on the website, YDA created a lead form campaign. This was built with a remarketing audience from unsuccessful lead-capturing data runs to capture leads within the meta platform.  “This campaign was run with a considerably smaller budget than its big brother, the website conversion campaign,” explained Alex further.

Analytics and insights

“People work with people, not companies,” Alex enthusiastically says. “That is why, every month, YDA not only generates a report on the month’s successes, but we take the time to get together with the client to discuss the results and plan for the coming months.” “What we like about Alex and the team is that they are real about our marketing stats,” says Guy, Director of Serveco Distribution. “The reports are straightforward, with personalised analysis, expert advice, and results that can stand on their own two feet.”

The results?

A healthy online brand presence

The team of marketing strategists, paid media experts, content creators, and data analytics assembled under the umbrella of YDA brought amazing results once again.

The social media online presence grew to over 3000+ followers

The website got some heft and credibility with a comprehensive archive of informative blog content that brings in traffic and assists with SEO

The valuable content that the brand provides online has resulted in an engaged audience that consistently shows positive sentiment toward the brand

A high volume of quality leads that convert at a profitable margin

Satisfactory CPC for brand terms in search campaigns and the multi-touch attribution path to conversions from referral and organic searches.

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Frequently Asked Questions (FAQs) about full funnel marketing:

I hear about SEO all the time but what is it?

SEO stands for Search Engine Optimization. It’s the practice of optimizing your website or store and its content to improve visibility and rank on search engine result pages, leading to higher-quality organic traffic. However, it also extends to online marketplace and ecommerce stores as well.

SEO involves various techniques, including keyword research, on-page optimization and inserting those keywords into your content, technical improvements, link building, and content creation.

Broadly put, it combines a technical backend aspect and a more content-driven front-end approach with a few tasks overlapping in-between. These strategies collectively enhance a website’s relevance and authority in the eyes of search engines, and ultimately, customers.

What is full funnel marketing?

Full funnel marketing is a tactic that involves creating specialized content for each part of the marketing funnel:

  • top of the funnel
  • middle of the funnel
  • bottom of the funnel.

The goal of full funnel marketing is to target potential buyers at all stages of the customer journey.

What is a full funnel marketing strategy?

A good full funnel marketing strategy involves creating specialized content for each part of the marketing funne.

Five steps to create an effective full funnel marketing strategy:

  • Map your customer’s journey: Identify the different stages of your customer’s journey.
  • Choose your marketing channel: Find out which marketing channels will be most effective for each stage of the funnel.
  • Set your KPIs: Define your key performance indicators (KPIs) for each stage of the funnel.
  • Create content: Develop content for each stage of the funnel.
  • Track performance and make changes based on data.

By following these steps, you can create a full funnel marketing strategy that targets potential buyers at all stages of the customer journey and maximizes sales with less effort.

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