Wellness & Lifestyles Australia (W&L) is an Adelaide-based company delivering mobile allied health care services to aged care facilities all around Australia. They've grown substantially over the years, winning major business awards and capturing a good share of the market.
In the first 3 years of working with Market Ease, we helped them on their journey to tripling their revenue using digital strategies. Here is a behind-the-scenes look at what we did, and how we achieved these results.
1. Be found
The very first piece of the strategy was to make sure W&L were found online whenever potential clients, talent, partners or media were looking for them. To do this, we introduced a combination of SEO, Google Ads and Facebook Ads to the marketing mix, so they were always top of mind when prospects searched for their services.
In fact, through SEO alone, we secured 1,000s of page 1 rankings for W&L within the first 6 months.
2. Attract talent
With plenty of work coming in, one challenge was that they were finding it difficult to attract the right talent for the job.
To address this, we ran an online marketing campaign to get them listed on the front page of Google for all allied health job-related search terms, eventually beating job sites like SEEK and CareerOne for these terms organically.
We also interviewed current employees about what it meant to work at W&L, and turned these into online videos for the recruitment area of their website. Prospective employees could watch case studies and videos of the therapists' typical day at W&L, and learn about the culture and values that exist at W&L as a company.
The result? According to CEO Nick Heywood-Smith, it was the first time in 7 years that they no longer needed to actively seek out therapists. Instead, therapists were coming to them to apply through their website. Watch the video below as he describes the process.
3. Build authority
One thing that was clear when we spoke to W&L is that they are extremely knowledgeable in their field. They held IP that was very powerful and relevant to their industry. We decided to extract all this IP from their heads into consumable digital content, used as a form of education marketing through online videos and digital e-learning modules.
Coupled with being on the front page of Google for almost every term imaginable in their industry, W&L were able to quickly build credibility and were soon regarded as the authority in their industry.
4. Build partnerships
With authority and credibility came a lot of partnership opportunities. W&L integrated offline and online channels to build partnerships through a combination of national trade shows and expos with online education. This resulted in major partnerships with large, respected organisations such as RDNS and more.
5. Email marketing
We ran a series of monthly newsletters as well as pre-launch and soft-launch email campaigns, designed to educate the marketplace and build authority. Multiple 30-day campaigns were built, allowing them to build rapport, credibility and partnerships within the industry.
The result
Watch Founder and CEO of W&L, Nick Heywood-Smith, talk about the results 3 years into the campaigns. They've grown even further since, and have won major contracts and business awards as a result.
"Since we've been working with Market Ease, I would say that our business has almost tripled."
Let's talk
If you feel you could get more from your digital marketing, or you'd like to learn more about this case study, let's have a chat.
