Mobility firm’s marketing strategy competes with the likes of Virgin and Sony for industry awards
After “supersizing” Age UK Mobility’s online presence via a successful content strategy, Accord Marketing, the marketing agency for Handicare UK, has reached the finals for two marketing awards, marking the digital campaign’s effectiveness.
The integrated marketing agency, which specialises in reaching older audiences, has been shortlisted in both the Prolific North Awards 2019 and UK Content Awards 2019, following its ‘Supersizing Age UK Mobility’s Content’ campaign.
Aiming to substantially increasing Age UK Mobility’s online presence and drive high-quality blog traffic with carefully curated content, Accord’s campaign employed a combination of audience research, third part outreach and technical website auditing to achieve increased conversions and keyword rankings.
According to Accord, the successful content strategy led to an increased organic conversion rate of 42 percent and improved keyword rankings by 196 percent, year-on-year, for the stairlift and bathing provider.
Following on from the success of the content-led digital strategy, the campaign has been shortlisted for the Prolific North Awards’ Content Campaign of the Year award and UK Content Awards’ Content Strategy of the Year award, competing against heavyweight brands including Sony, Virgin Holiday, Channel 4 and Dr. Oetker.
Accord’s Head of Marketing, Mark Lewsey, said: “As mature market specialists, we know that the 50-plus market can often be neglected and undervalued when it comes to online marketing campaigns. The success of our work with Age UK Mobility proves that SEO campaigns can be incredibly efficient in driving online engagement. We are looking forward to both awards nights in the coming months and will be keeping our fingers crossed.”
Praising content campaigns that have displayed creativity, used excellent audience insight and achieved evidence-based results across the North region, the Prolific North Awards’ Content Campaign of the Year award winner will be announced on the 23rd May in Manchester.
Celebrating content marketing that attracts, engages with and retains audiences to deliver outstanding results, the UK Content Awards’ Content Strategy of the Year winner will be revealed on the 6th June in London.
Working in association with Age UK Trading CIC, the national charity’s trading subsidiary, Handicare manufactures, sells and installs the Age UK Mobility stairlift and bathing range, with the partnership aiming to have raised a minimum of £1.2 million for Age UK in 2017/18.
The mature marketing agency has also provided a number of helpful hints and tips for marketing to older audiences, check out some of the articles.