Client success
Wiserr is an online directory that helps families find information and advice on local care homes, care services and health care needs.
Following a personal experience with care homes in 2020, Wiserr was created to help support other families looking at care homes or services.
Wiserr wanted to increase the number of care homes available to families on the website. To do this, they offered operators a premium listing, meaning they have additional visibility across the website.
To help increase premium listings, Bespoke Digital Agency created a digital strategy with paid advertising that helped Wiserr reach the care homes and promote the premium listings.
Google Ads was the first advertising platform, but the ads were triggered by customers looking for care homes, not care home providers looking to advertise their business. Considering this, the strategy was pivoted to target the care home decision makers directly with LinkedIn.
Bespoke Digital Agency developed a targeted digital acquisition strategy focused on reaching care home decision-makers.
The campaign initially launched on Google Ads, but early performance showed that search activity was primarily driven by families looking for care rather than providers looking to promote their businesses. Based on these insights, the strategy evolved.
We shifted the focus to LinkedIn, allowing us to target care home owners, directors and senior decision-makers directly. Rather than leading with a sales message, the campaign centred around a valuable downloadable resource that positioned Wiserr as a trusted partner and generated genuine engagement.
Over a three month period, the LinkedIn campaign delivered:
By targeting people rather than keywords, LinkedIn enabled Wiserr to reach the right audience at the right time. Offering valuable content instead of a direct sales message increased engagement and positioned Wiserr as a credible and trusted resource within the care sector.
"The Bespoke team took the time to understand our audience, completely rethought the original strategy and LinkedIn quickly became our most reliable source of leads.
The leads we are now receiving are exactly the right people for our business, and the campaigns have given us a strong pipeline of opportunities to continue growing"
“Successful digital marketing isn't about spending more, it's about reaching the right people with the right message.
By refining our targeting and putting valuable content at the heart of the campaign, LinkedIn became Wiserr's strongest lead generation channel and continues to deliver a pipeline of high quality prospects."
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