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Creating a Strong Social Media Presence for a Regional Behavior Clinic

      Followers⬆️123%
      Engagement⬆️333% MoM
🌐 Monthly Site Views⬆️41%
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Client Overview

A locally owned behavior analysis clinic in Raleigh, NC, specializes in providing high-quality care for children with autism. As one of the area's only clinician-owned and operated clinics, it prides itself on delivering expert, individualized care free from corporate bureaucracy.
 

However, it lacked a cohesive social media strategy to amplify its mission and reach its target audiences.

The Challenge

Before working with FXN Studio, the clinic faced several challenges:
 

  • Inconsistent social media posting.

  • Limited engagement and unclear brand voice.

  • No internal resources or expertise for content creation.

  • A need to target two distinct audiences—parents of children with autism on Facebook and Instagram, and ABA therapy professionals on LinkedIn.


Their goals were ambitious: daily posting across three platforms, increased followers and engagement, and more traffic to their website and blog content.

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Our Approach

FXN Studio stepped in to create a clear and actionable social media strategy, starting with an audit of the clinic’s existing channels. Here's how we tackled the challenge:
 

  1. Content Pillars: We defined key themes to guide consistent messaging and tailored them to each platform’s audience.

  2. Content Calendar: A detailed schedule ensured daily posts across Facebook, Instagram, and LinkedIn.

  3. Creative Assets: We provided copy for all posts, curated a defined stock image library for regular use, and connected the clinic with a local photographer for professional photos to use across all social channels.

  4. Platform-Specific Tone: We crafted a welcoming and authoritative voice to connect with parents on Facebook and Instagram. LinkedIn's tone was slightly different: professional yet encouraging to appeal to job seekers in the field.

  5. Training and Handover: We provided calendar and posting templates, a content creation process for them to follow, and an image library to empower the clinic to sustain the established cadence.

 

Execution Highlights

  • Content Writing: Detailed copy for each day’s post, broken down by channel, including calls-to-action, link destinations, and relevant hashtags. 

  • Content Types: Static visuals, carousel posts, edited videos, and LinkedIn articles.

  • Posting Frequency: Daily posts Monday through Friday, sometimes twice daily, ensuring a constant online presence.
     

Results

Our efforts delivered measurable, impactful results:

  • LinkedIn:

    • Followers increased by 123%

    • Page views and visitors both rose by nearly 50% month-over-month

    • Engagement grew by 23% month-over-month

  • Facebook/Instagram:

    • Impressions increased by 192%

    • Reach grew by an astounding 754%

    • Engagement was up 333%, with followers increasing by 26% month-over-month

  • Website Traffic:

    • Monthly website views increased by 41%

    • Users rose by 24.5%, sessions by 28%, and average session duration by 85%

 

Conclusion

Through a consistent and targeted social media presence, the clinic saw not only improved channel metrics and engagement but also enhanced clarity about its brand identity. Moreover, website traffic increased and led to new clients signing up for their free consultation offer. 

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Parents and professionals alike gained a better understanding of the clinic's mission, differentiators, and commitment to serving the autism community in Raleigh, NC.

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