We strive to be a leader across the health, wellness, and lifestyle industries. We share current, relevant, and valuable insights and thought leadership to help brands across the ecosystem increase their impact.
We wanted to take a moment to share noteworthy 2020 updates, beta programs, and features you may have missed from 2019 within the Google Ads platform, specifically for search and display, that might affect the way you achieve your marketing goals. Lead Form Extensions Are Still in Beta and Have Some Critical Limitations This feature was rolled out in late … Read More
Pay-per-click (PPC) of Paid Search advertising is a powerful marketing channel that can rapidly grow revenue for outdoor brands. Without a clear, informed strategy, however, runaway spending is a constant risk. Here are some of the biggest reasons for unprofitable paid search campaigns. Even if you are confident that you are getting a good ROI (return on investment) on your … Read More
Being Human on Social Media Leads to an ROI That You Can Measure Social media is a crucial part of any content marketing strategy, and you have probably read a thousand listicles and downloaded dozens of ebooks on how to better leverage your social media channels to grow your business. But, before even planning your first series of posts, it’s … Read More
The Proven Power of Authentic Storytelling Health insurance marketing teams certainly have their work cut out for them during open enrollment. They face wild competition and market fluctuations while trying to reach, educate, and convert during a short three-month period. To truly have an impact during open enrollment, health insurance companies can employ a strategy anchored on authentic storytelling that … Read More
Background After a massage franchise with over 200 independently-owned locations across the United States and Canada was acquired by a private equity firm, the brand reached out to Parallel Path to unify and improve its digital marketing for the benefit of the entire franchise network. Challenge “What we know from our experience is that the foundation of any successful franchise … Read More
Christan McCaffrey is already being lauded as the “new face of the Carolina Panthers.” He’s quickly become one of the team’s key leaders after signing a four-year, $64 million contract extension in April, making him the highest-paid running back in NFL history and all-around Good Guy. He is known for his “welcome texts” whenever a new player joins the team, … Read More
Since early March 2020, much of American enterprise has been at a near-standstill. While there is no on-off switch to the national economy, there is an indication that the “dimmer” is slowly moving its way to “on,” with governors in several states laying out plans for a phased lifting of restrictions based on the guidance of their health officials. We … Read More
The Digital Marketing landscape is rapidly changing under the economic pressure of the Coronavirus Pandemic. Agencies and Brands have needed to be agile to stay ahead of shifts and trends that could have a significant impact on client goals. From our work to help some of the leading health, wellness, and lifestyle brands across the country navigate these uncertain times, … Read More
People can’t buy products they can’t find. For CPG brands across health and wellness, being easily found by your target audience means having relevant content on your product pages that matches user search intent. In this blog, we explain how you can improve your ranking for flavor, variety, and size modified searches by: Creating product detail pages targeting those individual … Read More
Backpacker’s Pantry has seen +158% online revenue since we started working together. Background Backpacker’s Pantry is one of the world’s foremost producers of freeze-dried food used globally by backpackers, campers, sailors, extreme athletes, explorers, and the US Ski Team. A true legacy brand, Backpacker’s Pantry stays true to its Boulder roots as a privately-held, family-owned and operated company committed … Read More
It’s no secret health and wellness is kind of a big deal here at Parallel Path. It’s who we are as an agency (a healthy living spending account is even part of our benefits package), and it’s what we do: at work, at home, and in our communities. But, our ski lifts are closed and gyms are shuttered for the … Read More
The novel coronavirus (SARS-CoV-2) has altered almost every single aspect of people’s daily lives in at least 177 countries (and counting) across the globe. As seen in empty grocery store aisles and “Not in Stock” labels on Amazon, people’s buying habits have drastically shifted right alongside the spread of the virus. Along with hand sanitizer and toilet paper (here’s an … Read More
We are certainly at an odd moment in time, and today there are more questions than answers regarding the development of the Coronavirus pandemic. The vast majority of those questions are being made as online search queries. As news and updates on the rapidly evolving Coronavirus pandemic continue to inundate inboxes and newsfeeds across the country, many of our clients … Read More
Chances are, your organization is already employing both branded and non-branded keywords in your Paid Media (PPC) and SEO programs. But, the key to really knowing the impact of those branded keywords on conversion results is through segmentation. First, let’s define our terms. What is a Branded Keyword? Branded keywords include some aspect of your company’s name, such as: ‘Backpacker’s … Read More
Google Analytics offers a ton of up-front/top-level information. The way Google provides information and allows users to slice and dice the information works well for many cases. However, there are some shortcomings where utilizing filters and secondary dimensions can only get you so far, and on top of that, it can be relatively time-consuming. This is where segments come in … Read More
Likes feel great, but are they good for the bottom line? While likes and shares are usually guaranteed to boost your mood, it’s difficult to gauge whether those types of social media engagement are boosting sales. Enter Facebook Brand Lift, which reports on metrics such as brand awareness and ad recall in an effort to cut through the clutter and … Read More
Billboards may be one of the oldest forms of advertising, but their time in the sun is far from over. With brands facing increasingly fierce competition for eyeballs on desktop and mobile screens, there’s a case for integrating Out of Home (OOH) advertising with digital marketing campaigns now more than ever. Rohan Oza, arguably one of the most successful modern … Read More
Rise above the silos to craft winning strategies It wasn’t too long ago that the healthcare, wellness, and lifestyle industries were viewed as mostly siloed spaces without much crossover. Now that narrative has shifted, and the consumers expect the integration of health, wellness, and lifestyle as they seek a more holistic view of wellbeing. For those in health, wellness, and … Read More
Paid search account rebuild and optimization approach improves budget efficiency and ROI while connecting patients to the care they need Background Determined to treat and heal more patients across their region, a leading hospital asked Parallel Path to achieve brand awareness growth and new patient acquisition goals by implementing a best-in-class paid search campaign strategy and management. Challenge Parallel … Read More
The Google January 2020 Core Update is complete On January 13th 2020, Google announced the release of a broad core algorithm update. Of course, this is by no means novel. Updates like these typically happen on a quarterly basis and tend to roll out over a period of a few to several days. According to Google, last week’s update was … Read More
