The Challenge
A senior care provider specializing in home health services, aimed to boost engagement and qualified leads following a significant digital marketing push. Despite increased efforts, the team faced key challenges:
- Generating local new patient leads for Richmond-based healthcare services.
- Achieving visibility in competitive search rankings.
- Improving efficiency and ROI across advertising and social media campaigns.
To address these issues, the organization partnered with Renaissance Marketing to implement a data-driven marketing strategy tailored to their unique goals.
The Outcome
By focusing on organic growth, local keyword targeting, and paid ad efficiency, the client achieved:
- A 49% increase in website traffic in just one month.
- A 33% growth in phone calls from Google Business Profile.
- A 75% reduction in cost per conversion for Google Ads.
- Significant improvements in social media engagement, with impressions increasing by up to 239%.
The Story
The healthcare organization provides personalized senior care services across Richmond, VA, and the surrounding areas. In October 2024, Renaissance Marketing executed a comprehensive marketing campaign designed to elevate brand visibility and drive high-quality leads.
The Challenge
Despite increased efforts, the team faced key challenges:
- Generating local leads for Richmond-based services.
- Achieving visibility in competitive search rankings.
- Improving efficiency and ROI across advertising and social media campaigns.
To address these issues, the organization partnered with Renaissance Marketing to implement a data-driven marketing strategy tailored to their unique goals.
The Approach
Driving Organic Growth with SEO
Renaissance Marketing optimized the clients’’ website to rank for high-value, local keywords such as “home health care service near me.” Specific tactics included:
- Enhancing content on top-performing pages like the Home Health Richmond, Personal Care Richmond, and Service Area pages.
- Achieving the first top 10 keyword ranking for a competitive local search term.
These efforts resulted in a 49% increase in organic visits month-over-month.
Maximizing Paid Ad Efficiency
Through strategic adjustments to Google Ads campaigns, Renaissance Marketing:
- Improved the click-through rate to an impressive 26.49% (up 553%).
- Reduced the cost per conversion by 75% (from $122.92 to $31.05).
- Lowered the cost per click by 30% through optimized bidding.
This led to a campaign that efficiently drove qualified leads while significantly reducing costs.
Enhancing Local Engagement with Google Business Profile
By optimizing the client’s Google Business Profile, we saw:
- A 33% increase in phone calls (from 21 to 28).
- Greater visibility in local searches, connecting prospective clients more effectively.
Growing Social Media Impressions
The impact of the redesign was transformative. Within Renaissance Marketing implemented a targeted social strategy to expand brand awareness and engagement, achieving:
- 47,779 Facebook impressions (up 54%).
- 363 Instagram impressions (up 239%).
Through our media mix social package, these efforts strengthened community connections and increased local visibility – seeing improved engagement and reach resulting from video shorts and a new content strategy.
The Results
Renaissance Marketing’s comprehensive strategy delivered outstanding results in October 2024:
- Website traffic surged, with 1,414 organic visits (a 49% increase), and a 74% increase in conversions.
- Paid ads became dramatically more efficient, reducing costs while driving more qualified leads.
- The client reached new levels of engagement across search, social, and advertising platforms.
These results positioned our client as a leading, trusted senior care provider in Richmond, VA, demonstrating the power of a focused, data-driven marketing strategy.