Case Study
A full-funnel marketing approach involving Paid & Organic Search, Paid Social and Digital OOH has resulted in significantly surpassing lead volume goals.
Client:
B2C, Senior Living Communities
Overview:
Simple Search Marketing partnered with a nationwide provider of senior living services to enhance its online presence, drive targeted lead generation, and ultimately boost occupancy rates across multiple communities. This was accomplished through a holistic, full-funnel strategy that leveraged a combination of all marketing channels, including paid search, paid social, organic search, and digital out-of-home advertising, targeted to high priority communities. In just five months, the client saw a 38% increase in lead volume at reduced CPL and even exceeded goals for the first time in 7 months.
Key Results – Achieved in 6 Months:
- Exceeded lead volume goals for the first time in 7 months
- Increased website users by 21% within 5 months with a focus on quality of traffic, demonstrated by lead increases
- Reduced Paid Social CPL by 41% and Paid Search CPL by 28% within 5 months, all while growing investment, leading to a 38% increase in total lead volume
Challenge:
The client, a nationwide provider of senior living services, needed to improve occupancy rate and guarantee a solid lead pipeline to their local community managers. Simple Search Marketing’s approach was to drive sustainable growth by leveraging the synergy between Paid and Organic Search, Paid Social and Digital OOH strategies to enhance online visibility, increase efficiency, and unlock new opportunities for the client where they needed it the most.
Strategy:
The strategy was built on identifying top priority communities and focusing efforts and media budget towards the areas that needed the most boost in pipeline. A comprehensive audit of the paid social account, the launch of upper funnel strategies in both DOOH and Social, as well as adjustments to the Paid Search budget allocation contributed to quick and measurable results.
Execution:
- Conducted a full audit of campaign settings, audience definition, creative alignment against key performance indicators (KPIs), overhauling the Paid Social accounts for optimal performance.
- Launched new-to-client Upper Funnel tactics: social media broader brand awareness campaign, Digital Out of Home in target states, to ultimately drive and enhance the bottom of the funnel and allow Paid Search / Paid Social to scale
- Reallocated budget in Search and Social to communities that would benefit the most from additional paid media boost in terms of traffic and leads, targeting a radius around each community for hyper-focused push
- Spearheaded a nation-wide optimization of all Local SEO properties to engage with searchers looking for services “near me” with a geographic focus.
The notable improvements in results were driven by the client’s proactive approach, sharing goals and performance data at the community level on a weekly basis, which enabled timely adjustments for optimal outcomes.
Results:
In just seven months, Simple Search Marketing effectively expanded the lead pipeline while reducing cost per lead (CPL), even with an increase in media spend. Website traffic surged by over 21%, helping the client achieve their internal goals for the first time in seven months. These results underscored the success of a well-integrated cross-channel strategy and demonstrated the impact of upper-funnel tactics in driving overall brand growth and operational efficiency.
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