Airlocum

Paid Social Marketing, Social Media Marketing

AIRLOCUM is an online platform that connects locum nurses to dental practice managers live and on-demand. By connecting the nurse and practice directly, nurses earn more, and practices pays less.

527.58%

Increase in Locum Sign Ups (Paid Social)

425%

Increase in Practice Signups (Paid Social)

16.55%

Increase in Facebook Following (Organic Social

Airlocum

Paid Social Marketing, Social Media Marketing

AIRLOCUM is an online platform that connects locum nurses to dental practice managers live and on-demand. By connecting the nurse and practice directly, nurses earn more, and practices pays less.

527.58%

Increase in Locum Sign Ups (Paid Social)

425%

Increase in Practice Signups (Paid Social)

16.55%

Increase in Facebook Following (Organic Social

Brief & Objectives

Airlocum initially approached Ruby Digital for organic social media services to help promote their new platform for dental practises looking for dental nurses. The primary goal for the client was to get Locum signups and practise signups through the organic social media channel. A secondary goal of increasing awareness was established as the client wanted to improve the reach of the Airlocum brand. We established a LinkedIn social media strategy to reach the clients’ goals.

Challenges

The challenge was that, after a few months, we saw that the results from LinkedIn were not optimal and we were receiving low conversion numbers and traffic to the website.

We then decided to go through a learning phase and A/B tested using LinkedIn and Meta platforms: Facebook & Instagram to see which platform would garner the best results. After analysing these results, we decided that Meta would be a better platform, even though LinkedIn is better for business-to-business advertising.

In addition to organic social, we started with a paid social strategy, advertising on Meta’s Facebook and Instagram, and encountered other issues, such as Meta rejecting ads due to their employment policies. We also saw a budget increase, as advertising in the UK can be costly.

More recently, there has been a shift in business goals. The goals changed from a practice focus to a nurse focus with the addition of hygienists and dentists.

Our Solution

We therefore adapted our Paid Social content, budget focus, and conversion event tracking as a result of these business updates.

With the change in business goals, we also adjusted our organic social strategy in October 2022, prioritising increasing locum signups (conversions). We followed a boosted content strategy by promoting about 4 posts per month, with the focus being on Locum posts. We utilised a 50/50 budget split between Facebook and LinkedIn with a focus on recruitment.

After overcoming obstacles and making changes in strategy, we saw great improvements in website visits from Paid and Organic Social and improvements in conversions numbers with the focus on Locum sign ups.