Case Study: Medical Business Maximizes Results With Multi-Channel Advertising
In general, the bigger your advertising budget, the better your results. But, you can’t just throw money at small business marketing and hope for the best. You need a thoughtful, targeted strategy.
Knowing who your target audience is and where to reach them will always be paramount to success in digital advertising — and in marketing in general. Without those two things, even the biggest advertising budget doesn’t mean much.
When you combine a sizable advertising investment with a smart, effective multi-channel advertising campaign, it’s a recipe for unstoppable success.
Medical business maximizes results with multi-channel advertising
One medical business, a mobile COVID testing clinic with locations across the country, learned just how powerful the right multi-channel advertising campaign can be when paired with an aggressive budget.
With the help of their dedicated Marketing Success Manager and content writer, this medical business drove hundreds of millions of impressions, millions of clicks and more than a million conversions in just 6 months.
How did they do it?
Rather than throwing a large advertising budget at an ineffective campaign, this medical business drove results by advertising on the channels their customer base spends the most time — Facebook, Google and Instagram — and by targeting only people in the locations they serve.
With tens of thousands of conversions and more than a million clicks and engagements, Facebook was, by far, their best advertising channel.
Their goal on Facebook was to expand their reach, which they accomplished through Facebook advertising and organic social posts.
On Google, they targeted people who were actively searching for terms, like “same day COVID testing” or “curative COVID test,” through search advertising.
In addition to capturing market share through search advertising, they also bolstered their visibility on Google through content marketing and SEO by optimizing their website for relevant keywords and creating blogs, videos and other content for their site and social platforms.
Last but certainly not least, they worked to expand their reach on Instagram with a strategy similar to their Facebook strategy — a mix of Instagram ads and organic social posts.
Conclusion
Having a healthy advertising budget is a great start, but if you want to maximize your results, you need to know who you’re advertising to and which channels to connect with them on. When you combine the right advertising strategy with an aggressive budget, the results can be unstoppable.
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Account M31121
Screenshots taken on 6/7/21
*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.
