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Otterbein SeniorLife offers seniors unlimited lifestyle options through independent living, assisted living, skilled nursing, rehab, memory support, respite care, in-home care, and hospice services in Ohio and Indiana. With over a century of experience, Otterbein strives to enhance the quality of life and holistic growth of older persons.
Otterbein needed a strategic marketing partner who could create and execute a cohesive program across eight different communities and nine neighborhoods. Marketing Essentials built Otterbein a new website from the ground up, incorporating solid SEO practice, original content, and a sales-minded structure to generate and capture leads.
A defined video strategy is an important component of Otterbein’s program. Marketing Essentials, working closely with Otterbein, maps out videos for each community that not only enhance the brand but speak directly to prospects’ needs and questions for lead generation.
We also set up Otterbein’s HubSpot marketing automation platform, providing ongoing training and coaching to align sales and marketing. Organic and paid social media and search ads, emails and automation, continual data-based optimization, and more round out our comprehensive marketing program for Otterbein.
A key component of Otterbein’s lead generation program is digital advertising. Through digital advertising channels, Otterbein has seen exponential growth since the inception of their program.
One key channel was Facebook. Digital advertising on this platform included targeted audiences and custom messaging to reach the right audience. And each year, the number of new contacts from social media advertising increased:
2018: 338 2019: 1,897
2020: 4,174 2021: 5,325
Otterbein had also utilized Google paid advertising over a 2+ year period from 2015-2017, but had discontinued the paid ads as they weren’t performing as well as they would have liked. As part of the comprehensive strategy put together by the Marketing Essentials team, we worked with Otterbein to launch a new paid search strategy with their overall goals in mind.
This new strategy soft-launched in early 2020 with a conservative monthly budget, as we optimized the account and monitored the success of the strategic recommendations. Over time, the spend was increased to many times the initial amounts as the campaigns continued to have much success.
From the initial paid search program to the current program, Otterbein has enjoyed a 405% increase in average monthly clicks, 603% increase in monthly conversions from paid Google ads, combined with the cost per conversion dropping 31%.
In addition to the Google paid advertising success, the Marketing Essentials and Otterbein partnership also incorporates Microsoft paid advertising (Bing) and a Google Grant account (a Google-sponsored program that offers text search ads at no-cost for qualifying non-profit organizations).
“What a great decision we, at Otterbein SeniorLife, made to work with Marketing Essentials! The team assigned to us proved to be knowledgeable, not only in website design and implementation, onsite video production, advertising and inbound digital marketing but also in the senior care market so very important to Otterbein. I heartily recommend Marketing Essentials – an extremely valuable marketing partner.”
-Gary Horning, Vice President, Marketing & Communications, Otterbein SeniorLife
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