667% increase in enquiry numbers
"GOAT are worth their weight in gold and a little bit more", Darren Getgood, Development Manager, Time Out Fostering
The challenge
Time Out Fostering enlisted our digital marketing expertise to increase awareness of the agency in the local area. Their full objectives were to:
- Increase the quality and number of applications from prospective foster carers
- Improve online search visibility in Google and other search engines to grow organic traffic levels
- Improve effectiveness of Google Ads – something that Time Out had only previously run with limited scope
- Increase levels of content to inform and educate current and prospective carers
- Enhance overall usability of existing website
- Improve Family Services offering, through creation of a brand new website
- Bring staff up to speed on social media best practice
- Create a coherent digital marketing strategy that everyone could work, with clarity and direction, ongoing
What we did
Research – In depth search term research enabled identification of popular local searches relating to Time Out’s service offering. A Competitor Content Audit enabled Time Out to better understand how they were performing against their closest online competitors, while identifying content opportunities for their future marketing plans.
Digital marketing strategy – An in-depth digital marketing strategy has ensured a consistent approach to online marketing efforts, enhancing search visibility and trust by catering for common user searches, with relevant, useful and informative content.
SEO – We undertook a full technical site audit to improve search visibility and user experience, implementing the majority of the recommendations ourselves, while working with Time Out’s developers to implement the remaining recommendations. We also optimised key pages of the website based on our search term research.
Content – We produce regular content to fill any gaps in information on site, and to cater for searches related to current events, be it fostering specific of in the wider world e.g. proactively creating content for the COVID-19 lockdown on homeschooling, or tips for keeping in touch with family and friends, for example.
This flexible approach to the digital marketing strategy when needed, enables Time Out Fostering to stay current, regardless of what story or situation is dominating the news.
PPC – We created a brand new account and campaigns based on extensive search term research, targeting keywords and core demographics, while promoting the unique selling points of the business
Email marketing – To engage with prospective foster carers throughout the initial stages of their application and to keep Time Out Fostering front of mind with current carers, we devised an email marketing flow and schedule. This gave the opportunity for content created to be utilised further, by sharing with email recipients.
Video content creation – Giving visitors to the site a more personal experience, we filmed and edited a series of videos, interviewing the Time Out team to highlight their friendliness and passion for foster care and the business as a whole. The videos produced were uploaded to Time Out’s YouTube Channel, which we also set up.
Analytics and reporting – We set up analytics to track across all channels to better understand user journeys and interactions on the website. This includes a custom monthly report calling out key site wide metrics and focusing on paid search campaign performance.
The results
311% increase in traffic from all channels
205% increase in organic traffic
685% increase in paid traffic (scope of campaigns has increased of course)
667% increase in enquiry numbers
67% reduction in PPC cost per click as account has matured (May 2019 vs May 2020)
Data below from April 2019 (prior working with GOAT) vs April 2020, unless stated.
What Time Out Fostering said about us
“GOAT PRODUCES RESULTS! It’s as simple as that! Worked with them for over a year now and will continue to do so. We wanted more traffic to our site – they did it. Higher ranked in Google – achieved within weeks. Relevant and interesting content for our website and social media – it keeps coming! They are a joy to work with, really creative and most importantly have got more people to enquire to foster than we have ever had before. Worth their weight in gold – and a little bit more!
Darren Getgood
Development Manager, Time Out Fostering
“GOAT has helped us grow and develop our online presence at Time Out Fostering, enabling better links with our foster families as well as connecting to new people. GOAT are always helpful and highly skilled.”
Jeremy Cross
Director, Time Out Fostering