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Meet The Client
Combining luxury and innovation, Oakland Care offer a range of care services, including specialised dementia care, nursing with 24 hour support, respite, and residential care that is fully tailored around the needs of the individual.
With over 500 residents, they offer high-quality professional care and accommodation with a homely feel and a real community spirit.
Their mission is to provide exceptional homes for people to live, love and be loved, and they have built their services around listening to their specially trained team members.
The Challenge
When we met the team at Oakland, they had a strong growth aim, but were concerned about their Google ad rank. They were initially working with another marketing company, but were disappointed due to lack of proactivity on sharing what has gone wrong and suggestions of strategies to improve performance.
With expansion in progress, they needed a team who could support them with expert knowledge in digital marketing in the care space, and a proactive communication style.
Our Approach
- Setting up a consultation to understand their business specifically and what their USPs are compared to the competitors in the area.
- Suggesting improvements on websites to ensure they’re set up with all necessary calls to action, lead triggers and easy navigation.
- Targeted customer acquisition campaigns using Google, and a tailored remarketing strategy on Facebook and Instagram.
- Implementing bid strategies to receive the maximum amount of leads for the minimum cost per acquisition.
- Using our Smooth Analytics platform to listen to calls, track stats and view live chat leads.
- Daily monitoring, management and refinement of the campaigns, with monthly meetings and feedback reports.
- Account manager working closely with customer relationship managers to ensure that leads received were converted.
- Lead handling training with the key care managers to ensure everyone is aligned with the same goal.
- Getting to know the business and keeping a keen interest so we could constantly feedback suggestions or improvements.
- Reviewing internal processes to enhance business growth and operations with innovative strategies.
Oakland Care team: Overall, they help us with our PPC campaigns for new customer acquisition, so driving new leads for us, specifically helping us with Google rankings and being able to be identified from a huge pool of nursing and care homes. They also help us with Facebook and Instagram retargeting and our 24-hour live chat.
I'm not sure it was challenges as such, but we were growing, and so we needed to change our approaches and some of the interventions we were doing in order to keep up with that growth and make sure that we had our occupancy on or above budget. So certainly there were things we needed to do, like improving our Google rankings. Sometimes we were appearing on page three, which clearly wasn't going to be very helpful to us. We also didn't have a live chat function, and we recognised that we were missing out on potential leads, where perhaps people were coming home from work late in the evening, searching for care homes, couldn't get through to us immediately at that point, and then maybe we might lose them. So that was a really important addition for us.
Having spoken to the team, we thought there was a great depth of knowledge there, good experience overall in working with the care sector, and a very friendly, person-centred approach. They were able to tailor the solutions to what we needed as well.
I feel like we've really upgraded our strategies on customer acquisition to a much more modern and holistic approach, which has helped us to keep up with our growth, because we've had quite a period of expansion over the years. Certainly that's helped us. We wouldn't have been able to do a lot of those things internally, for sure.
I think the friendly team, and the fact that the team can also support people who are out working in our homes, such as our customer relationships manager, enabling them to have more support and to learn and continually evolve their strategies for how they deal with the customer journey, from the point when the lead comes in to the point where somebody decides to actually move in and spend their lives with us.
I'd say give it a go. Give it a trial. What's the worst that can happen? We certainly didn't have anything bad happen. It's all been very positive for us. So yes, give it a go and see what happens for your business.
Results
Over 80% increase in leads.
From the Client
"Our targeted marketing for our Hyllden Heights site was a great success. Before opening, we generated 45 enquiries, over 30 tours, and secured early admissions."
It’s time someone took care of you
Book a free discovery call today and find out how we can help you fill your beds, grow weekly hours, and increase private-pay enquiries.
