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Caring People Case Study

I used to work in the health care industry. I was the Digital Marketing Senior Manager at Caring People Inc. A home care company that helps seniors with daily living at home for over 20 years. Caring People offers personalized service in a very competitive market across four states. People often called-in at times of crisis – trust is the #1 priority on how we communicate to prospects online.

 

The challenge:

When I started to work for Caring People, the website was out of date, hard code. There was no content marketing in place and no strategy to generate leads. I started the digital marketing department and I was one team for all SEO, PPC, Email and Social Media.

Healthcare was a big challenge for me because my previous position was in e-commerce. I had to learn a new industry, educate Caring People CEO and stakeholders, and convince them to invest in digital marketing initiatives. I also faced another challenge since the sales team did not understand the value of digital. Therefore, I had to show them a new way to work with me as a team.

 

The Solution:

 

I suggested to create a new website. While the developers were working on the new website, I planned the strategy. I put a content marketing and SEO plan together. As a result, I created hundreds of local listings and more than 100 new blogs. I used long forms and topic cluster approach to earn competitive keywords. I also invested plenty of time vetting writers that had experience in the health care- senior industry. Finally, I also created SEO guidelines for the writers.

 

I started a competition with the sales team to collect reviews because I knew how powerful they are for local SEO and for generating leads, especially in health care. Furthermore, I created the buyer personas that were only three in caring people’s case. In addition, I migrated the old site from HTTP to HTTPs successfully.  After the website was launched, I implemented the content marketing strategy by posting amazing regular content with videos and infographics.

Furthermore, I created a backlink strategy that allowed me to earn hundreds of backlinks. I also started a geo-targeted PPC campaign and used social media to amplify the content. Then, I set up an email marketing to follow up with organic and paid leads.

 

The Results:

healthcare digital marketing

After a few months that I launched the new site, I earned several Google Quick Answer Boxes for Caring People. I increased leads by 100%, the blog increased in 3 months, visits to 140% and Page Views to 150%. The organic channel grew at a much faster pace than all the other channels. I focused on organic traffic through content by using the BrightEdge platform. This helped me to get great keyword ideas for my content and for On Page SEO.

 

healthcare digital marketing strategies

I put Caring People on top of their competitors in search results. I also beat huge franchises with content marketing strategy for being well planned and implemented. Finally, one of my long-form content went viral and a group of corporations that wanted partnerships with us. Moreover, I worked together with them to create a new infographic in English and Italian for the European market. As a result, my piece earned hundreds of backlinks from reputable sites.

 

healthcare content marketing strategy - Case study

Caring People doubled their leads; its blogs increased exponentially in traffic and the brand received recognition across the Internet.