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Digital Marketing and Social Media Strategy – Hero Home Care Case Study

Out-Smarts partnered up with Hero Home Care, a trusted home care provider In British Columbia, to create a robust digital marketing strategy to elevate the HHC brand, and later on a strategic and well-executed social media marketing strategy to build brand awareness and drive leads to their website. 

Hero Home Care project highlights


We have been working with Hero Home Care since their formation in August 2020 to help them build their brand, get the word out about their services, and to drive leads. We’ve done this successfully by developing and implementing a digital marketing and social media strategy: focusing on digital advertising (Google and Meta Ads), growing  their social media presence, through Search Engine Optimisation and enhancements to their website

About HHC

Hero Home Care is a privately-owned home care provider in BC. Providing over a million hours of care to families, they were inspired by their caregivers and decided to launch their new brand, Hero Home Care. They wanted to pay tribute to all the heroes that help make our community a better place.

Advertising and SEO

As Hero Home Care is a new brand, their goal is to make the most of digital marketing to help them grow. We made it easy for them by developing solid strategies that we’ve gradually implemented and enhanced over time.

We started building their funnel through targeted Google Ads which convert into qualified leads. Through collaborative efforts, we’ve been able to propel the growth trajectory of these campaigns using conversion-optimized sales funnels and search-specific landed pages created with Unbounce (we are Unbounce partners), within the first three months of doing this they were able to receive a significant increase of conversions through targeted ads. 

Conducting keyword research and using our tried and tested process, we honed in on SEO to increase organic traffic, Google ranking and searchability for long-term benefit. At present, they rank on the first page for 10 targeted keywords and in the top 20 for many more.

Social Media Strategy 

To help Hero Home Care grow its social presence, increase brand awareness, website exposure and build relationships online, we created an in-depth social media strategy in a way that spoke directly to their specific audience segments. Our approach centred on their target demographic FIRST. We built audience personas, listing their demographic make-up and their pain points and used that as a foundational building block in creating the content streams that we have today.

We managed the Hero Home Care brand across three major social media platforms, Facebook, Instagram and LinkedIn. Taking their striking visual brand and stories, we brought them to their audience, resulting in matching the demographics, interests, and behaviours of their target audience. Through social media advertising campaigns on two big platforms: Facebook & Instagram, we drove a high volume of traffic to their website. 

Facebook & Instagram

Screenshot of Hero Home Care Facebook cover page.
Insights from facebook on BC Care Conference post.
Insights on Hero of the month post.


Profile banner for Hero Home Care on LinkedIn
Stats on LinkedIn for Hero Home Care

Optimizing CMS

As we established a trusting relationship with Hero Home Care, they decided to engage us to optimize their CMS system on their website as well as technical performance through a website refresh aimed at keeping the brand elements whilst enhancing conversions. We often receive requests from clients that really like the look and feel of their website but need it to convert better or find that navigating the back-end isn’t intuitive, so we worked with them to improve this through website refreshes.

The Results

  • 81.90% Increase in organic search
  • 109%    Increase in direct traffic
  • 509%    Increase in social media
  • 55.49% Increase in web traffic

In The Customer’s Words

Since partnering with Mhairi and her team at Out-Smarts we have seen our web traffic grow month-over-month, but most of all they have helped connect us with those in our community who need our help. What we appreciate most about working with Out-Smarts is they took the time to understand who we are, our business and our overall purpose at Hero Home Care and helped create a strategy and online persona that reflects this.

Danny Birch – Founding Partner – Hero Home Care

Why We Loved This Project

We enjoyed working on this project as it aligns with our mandate, to work with companies that do good in the world so we can help them be better. It was a great project to work on, as we had the honour to watch Hero Home Care grow awareness in the online world.