When the data suggests that go-to marketing approaches will fail to reach unique audiences, sometimes you have to try finding a back door. Case in point: United Methodist Healthcare Recruitment.
Having witnessed how effective Search Engine Optimization (SEO) was for its parent organization, UMHR approached Simple Machines about utilizing SEO as a cost-effective measure to create visibility in its competitive Filipino market. Despite boasting a service offering on par or superior to the alternatives, UMHR found it difficult to stand out amongst its larger competitors. Furthermore, the licensure and training process for its prospects was so long, it was doubly difficult to keep track of interested prospects as they navigated the system at their own paces.
First, Simple Machines Marketing executed an afterhours calling campaign, using a focused message to reach out and qualify all contacts on the basis of current interest and status. The result was the conversion of 672 names into 422 qualified leads whose statuses were recorded to be tracked in a modern CRM.
That’s when the promotion phase of the project threw a curveball. Simple Machines’ research indicated that the Philippines’ search market did not provide a viable environment for SEO — search volumes simply weren’t high enough to justify significant investment as a primary channel. While the search market for UMHR’s demographic was fractured, the social media market was not. Simple Machines designed and executed a hyper-targeted PPC ad campaign using Facebook, where most of UMHR’s audience was spending significant amounts of time.
The resulting 1,095% increase in monthly website traffic provided dozens of new qualified leads at the staggeringly low acquisition cost of $6.44 per lead. Exhibitors in the Philippines reported significantly larger crowds at their booths, indicating that UMHR’s connection to an established nonprofit organization resonated with the growing audience.
The success of the first ad tested motivated UMHR to test another campaign to promote an upcoming Filipino campus tour that coincided with international testing dates. The tour promotion campaign generated 2,042 visitors to UMHR’s promotional landing page, and exhibitors again reported significantly increased interest.