All American Healthcare
Building a Digital Presence that Balances B2B & B2C
All American Healthcare is a healthcare staffing agency that uses technology to connect hiring facilities with high-quality nursing professionals. They engaged me and my team at Ridge Marketing to create a robust digital presence and help drive business growth across the United States.
Their situation was particularly unique as they needed to market both to hiring facilities with a B2B strategy, and to job-seeking nurses with a B2C strategy.
Deliverables
I collaborated with our internal designers and project managers to modernize the All American brand. We then employed a combination of optimized organic search, Google and Facebook advertising, blogs and social media to drive qualified traffic to the website.
Messaging & Branding
I interviewed employees as well as nurses and facility management in their network, then put together a comprehensive presentation that described different audience personas along with their needs and drivers. It also contained marketing messages and competitor research.
Website
I assisted with SEO research and wrote optimized copy for their new website. I determined that because of the two separate audiences, we needed to provide an immediate opportunity to self-identify in the home page hero so that there was no confusion or risk of mixed messaging. We continue to use heat mapping software to monitor user activity and identify areas of improvement. aahcs.com
Paid Advertisements
I used Google Ads to target both job seekers and employing facilities in states where they wanted to grow their presence. Then I created Facebook ads specifically to retarget nurses who had started the registration process but left the site before converting, ultimately driving 20% of those job seekers back to the site to complete their application.
Video
When creating a video for All American, my team and I had to account for their two separate audiences and their needs. I conducted on-site interviews with the All American leadership team and one of their clients, which were filmed and edited to make a comprehensive overview video.
The video was then recut to create a version specifically for their nursing audience, another for their facility audience and 9 additional short snippets that we used on social media.
“Simply put, we needed help to completely revamp our entire online presence. We couldn't be happier with the results."
— Paul Ruderman, CEO, All American Healthcare
Results
350% increase in web traffic
New, optimized digital content and paid advertisements drove new users to the site.
17,630 new job seeker applicants
AAH saw a major surge in nurses registering on their site looking for work.
1,718% increase in page views
Not only were more people visiting the site, but there was more content to consume.
270% geographic growth
AAH expanded from seven states to 19 across the United States.
What’s Next for All American?
AAH continues to run paid advertisements, publish new content to the website and build their social media following. They recently launched an app for job seekers called AllShifts.