When The Dales nursing home in Exeter approached us, they faced the common challenge of filling their beds while building brand recognition within a competitive local market. Over six months, we implemented a tailored social media campaign that combined strategic organic posts with precisely targeted paid ads, resulting in a significant increase in brand awareness and engagement within their catchment area. Here's how we did it:
Understanding the Challenges
The Dales needed more than just visibility; they required a strategy that would resonate with their local community while reaching potential residents and their families. We began by conducting in-depth research to understand the demographics, preferences, and concerns of their target audience. This insight allowed us to craft a multi-faceted social media approach that spoke directly to the needs and interests of those considering care options in Exeter.
Building Organic Engagement
We kicked off the campaign by focusing on organic content that would establish The Dales as a caring, trustworthy, and high-quality care provider. This included creating and sharing stories of daily life at the nursing home, highlighting the staff's dedication, and showcasing the vibrant community within. By focusing on authentic storytelling and the human element, we significantly increased organic engagement. Posts were carefully timed and crafted to maximise interaction, resulting in a growing online community that actively engaged with the content.
Amplifying Reach with Paid Advertising
To complement the organic strategy, we designed a series of paid social media ads targeting specific demographics within Exeter and surrounding areas. These ads were carefully crafted to appeal to families seeking high-quality care for their elderly relatives. By using precise targeting, we ensured the ads reached those most likely to convert into inquiries and eventual residents.
The ads focused on The Dales’ unique selling points: personalised care, a homely environment, and exceptional staff. By running A/B tests on ad creatives and optimising based on performance data, we continually refined the campaign to achieve maximum ROI. The result was a noticeable increase in inquiries and visits to the nursing home, which directly correlated with bed occupancy rates.
Analysing the Impact
Throughout the campaign, we monitored key performance metrics such as reach, engagement, click-through rates, and conversion rates. Regular reports kept The Dales informed of progress, allowing for agile adjustments to ensure ongoing success. By the end of the six months, The Dales had not only filled all their beds but had also established a stronger brand presence within their community. The campaign's success was evident not just in the numbers but also in the positive feedback from residents' families who discovered The Dales through our social media efforts.
The campaign’s success at The Dales nursing home underscores the power of a well-executed social media strategy that combines organic content with targeted paid advertising. At Whittingham Marketing & Consultancy, we are proud to have played a role in helping The Dales achieve full occupancy, and we look forward to helping other businesses reach their goals through innovative marketing solutions.
Let us help your business connect with your audience and achieve tangible results through strategic, data-driven social media campaigns. Contact us today.
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