Transforming the online presence of NR Medical Training through digital marketing
At the start of the year, NR Medical Training, came to us to help them establish a robust digital marketing strategy. As a leading provider of first aid courses and workplace training, they wanted to enhance their visibility, generate leads, and reinforce their reputation as healthcare professionals.
But, like many small businesses, they were struggling to find a digital marketing strategy that worked for them due to time and budget constraints. Here’s how we helped them transform their online presence and achieve remarkable results.
Setting Clear Objectives
To kickstart the collaboration, we got together with Neil and Rachel from NR Medical Training. We talked through their three key objectives that would align with the overall mission of their company: to change the face of training services and become the go-to training provider for businesses in the East of England and Nationally.
The objectives we chose were carefully selected to enhance awareness about NR Medical Training's services, generate quality leads, and drive more website visits.
By focusing on these objectives, Neil and Rachel could use their abundance of expertise and knowledge to establish NR Medical Training as an industry thought leader while effectively reaching their target audience of medium to large B2B companies.
Target Audience and Problem Solving
One of NR Medical Training's primary target audience is companies that prioritise employee safety and well-being. We helped identify the unique problems faced by these organizations and then built a strategy around addressing them.
NR Medical Training's flexibility in offering last-minute bookings, weekend courses, and on-site training were highlighted throughout the strategy to showcase their commitment to meeting the needs of busy companies.
Neil and Rachel are also strongly committed to the idea that good first-aid courses require hands-on experience and personal connection. As a result, when building out their strategy and social content calendar, we emphasised the importance of in-person first aid training compared to online alternatives, ensuring that NR Medical Training's quality services were well-promoted.
Content Pillars for Effective Engagement
Creating engaging content is essential when it comes to social media success. To help NR Medical Training easily create content that their audience would enjoy, we identified four key content pillars for them to base their content on.
Behind-The-Scenes: The first pillar revolved around sharing behind-the-scenes glimpses of their first aid courses, giving potential clients a sneak peek into the learning experience.
Testimonials: Reviews and experiences from satisfied clients were another crucial content pillar to help build trust and credibility.
Knowledge and Expertise: We decided the best way to showcase Neil and Rachel’s expertise was through insightful blogs and opinion pieces, establishing their expertise in the field.
Services: Lastly, we focused on highlighting how each of NR Medical Training's services effectively solved specific problems, making them a go-to choice for compliance-driven organisations.
Leveraging LinkedIn
To effectively focus NR Medical Training's social media efforts, we suggested that LinkedIn would be the ideal platform for them to engage with their target audience. LinkedIn's professional environment provides the perfect opportunity to establish thought leadership and connect with other B2B decision-makers.
To ensure the team at NR Medical Training could get the most out of LinkedIn, we crafted a step-by-step guide to the social media platform. This allowed them to create compelling content and leverage the platform's business-oriented features, not just now but in the future.
Measures of Success
What good is a marketing strategy without results? That’s why we set up three key performance indicators for the team at NR Medical Training to measure their success:
First, the engagement on NR Medical Training's LinkedIn page was tracked to ensure increased interactions with the target audience.
Secondly, the number of followers on the LinkedIn platform was monitored, aiming to build a larger community of professionals interested in first aid training.
Finally, the ultimate goal was to generate website inquiries, showcasing that the revamped digital marketing efforts effectively drove potential leads.
The End Result
We were thrilled to be able to work with NR Medical Training in developing a digital marketing strategy that worked for them. By focusing on the selected social media objectives, targeting the right audience, leveraging LinkedIn, and creating compelling content, NR Medical Training has been able to schedule social media content months in advance, taking the pressure off the team, so they can focus on what they do best.
And the numbers speak for themselves. Since implementing our new strategy in mid-April 2023, NR Medical Training have seen an increase in website clicks from social media from 43 to 247 (an amazing increase of 474%) They’ve also seen the engagement increase on their posts from an average monthly engagement of 5% to a new average of 18%. This is a huge increase and well above the average LinkedIn engagement rate of between 1-2%.
Are you looking for help getting started with your social media strategy? Do you want help creating an engaging and effective content calendar? Get in touch with us today to have a chat and see how the team here at Finch Design Company can help.
