The Challenge
Our client is a leading medical aesthetics trainer in the UK, providing award winning courses to medical professionals looking to expand their skill sets and provide a gateway into the world of aesthetics. In February 2020, this client was seeking help with social media marketing. Having been active on socials for a number of years, they were not seeing the same results as their competitors and wanted to revise their strategy to increase engagement, and ultimately, drive conversions.
As a service provider, they were keen to improve the quality of their audience, targeting users in the specific locations that they operate in, to ensure that any incoming leads were relevant. This is essential due to the specialised nature of the field.
Our Solution
Our first step was to take a full social platform audit using our reporting tool to pull data on both the client’s accounts, as well as their core competitors. We established their best performing content and used this to develop recurring themes which included female empowerment, before-and-after results and industry insights. We then used listening tools to track hashtags associated with these themes, so that we could monitor trending articles within these topics.
We then used this to create new high quality content for the client which we published daily. We supplemented this by increasing their outgoing engagement, and through organising LIVE sessions with other high-profile accounts in their industry – tapping into the audiences of other key influencers and organisations.
To improve conversions, we adapted their social bios and pinned content to navigate users towards their website. We also used their CRM to create embedded enquiry forms which we added to their social platforms, so that users could navigate directly to an enquiry form from their Instagram and Facebook profiles.
Results
Our strategy and content were incredibly effective, resulting in the following:
Alongside the above stats, we were also able to execute a geographically targeted campaign, which resulted in their audience being predominantly made of followers within the five localities that the business was operating in at the time – increasing their likelihood of attracting and converting prospective customers. Overall, we successfully increased both the number of leads the client was receiving, as well as the quality of those leads, through relevant targeting and creating engaging content, based on extensive competitor research.
After presenting results at their annual strategy meeting, we were asked to extend our services beyond social media management. We now work closely with their web development team to coordinate all of their digital marketing activities across the website and manage their SEO. This includes SEO strategy and the management and optimisation of content to boost the quantity and quality of traffic on their website. We also continue to guide their social organic and paid social media strategies, including ad hoc content creation.
