A Multi-Channel Strategy To Reclaim Market Leadership

The Client

Social Care TV

Social Care TV provides online social care courses through a course credit system, giving care organisations a flexible way to purchase and allocate training across their teams. Their platform is aimed at managers and decision makers within the care sector, the people responsible for ensuring staff meet mandatory training requirements and maintain high standards of care. The platform also incorporates individual users, who manage their own account.

Social Care TV has held a leading position in this sector for over 25 years and is renowned for the breadth and quality of their course library and the ease of their credit-based purchasing model. Their platform has become a trusted resource for care providers looking to keep staff training up to date and compliant.

The Solution

The project began with a clear understanding that no single marketing channel would be enough to deliver the scale of growth Social Care TV was aiming for. Managers and decision makers in the care sector research and purchase training in different ways depending on their role, their existing relationships, and how they first hear about a provider, so we built a strategy designed to meet them across multiple touchpoints.

Working closely with Social Care TV, we focused on building this approach in stages, starting with the channel that could deliver the fastest, most measurable impact, then layering in additional channels as each one proved its value. This allowed us to build momentum early while laying the groundwork for longer-term, sustainable growth.

Starting With Search Intent

We began with Google Ads, targeting the core services and search terms that decision makers use when actively looking for social care training. This gave us a fast, measurable channel to capture high-intent demand and start rebuilding Social Care TV's visibility in the space.

Expanding Into LinkedIn

With paid search performing well, we extended the strategy into LinkedIn, a natural fit for reaching managers and decision makers in a B2B care setting. This allowed us to build brand awareness and drive relevant traffic from the professional audience most likely to hold purchasing responsibility for staff training.

Building Long-Term Visibility Through SEO

Alongside paid activity, we introduced SEO to strengthen Social Care TV's organic presence and reduce reliance on paid channels over time. This is a longer-term investment, helping build the kind of consistent, sustainable visibility that supports growth over time.

Reconnecting With Existing Customers Through Email

We also launched email marketing to re-engage existing customers and nurture leads who were not yet ready to purchase, giving Social Care TV another route to stay front of mind with decision makers throughout their evaluation process.

Together, these channels were designed to work in combination, covering every point at which a care home manager might discover, consider, or return to the Social Care TV platform.

The Results

Renewed Growth Across Every Channel

Since launching this multi-channel approach, Social Care TV has seen a strong return on the areas that have had the longest time to mature, alongside early, positive signs from the channels that are still in their early stages.

Google Ads has driven a 138% year-on-year increase in course credit purchases and free course sign-ups, while LinkedIn is generating an average of 600 clicks to the website per month. SEO has only recently launched, but early results are already promising, and email marketing is giving Social Care TV another strong route to stay front of mind with decision makers.

Each channel plays a distinct role: Google Ads captures high-intent demand, LinkedIn builds brand awareness and retargets past visitors, SEO steadily strengthens organic visibility, and email marketing keeps existing customers and undecided leads engaged.

Together, these channels have helped Social Care TV grow with confidence and continue to cement their position as a market leader within the sector.

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