Homecare Marketing Strategies for Your Homecare Agency
Homecare agencies are often short on time and resources when it comes to marketing efforts. And with so many marketing ideas floating around, it can be difficult to know where to start.
Fortunately, homecare marketing doesn’t have to be complicated. You can market and grow your business simply by following best practices in four key areas: your website, content, local platforms, and reviews.
1. Build trust and legitimacy with your website.
Most prospective clients will encounter your website at some point during the sales cycle to learn more about your homecare business. An engaging website with useful information will engage your prospects.
This doesn’t mean that your website needs to have all the latest bells and whistles, but you should keep the basics of good design in mind. Make sure it is easy for visitors to navigate, find information, and contact you. Simple tweaks — like using click-to-call phone numbers and keeping contact forms as short as possible — can make a big difference with conversions.
You’ll also want to avoid intrusive pop-ups or low-quality media. Any images you add should be high-resolution and sized appropriately for mobile, even if your website visitors are primarily using desktop. Google has used mobile-first indexing since 2019, so a website that is not mobile-friendly is at a disadvantage when it comes to rankings in the search results.
When it comes to website copy, lead with benefits-driven language. You are speaking to people looking for homecare for themselves or someone they’re close to, so keep their concerns top of mind and avoid jargon or “sales-y” language. Be clear and direct when talking about the services you provide and what differentiates you from your competitors.
2. Create useful, high-value content.
Although a basic website and copy is a good place to start, you’ll want to periodically add new content to your website so it can rank for new keywords and drive more organic traffic. Many homecare agencies are strapped for time, so this may seem unrealistic to some. But the good news is that even one well-written piece of content a month — or even a quarter — can make a difference!
With content, it’s important to focus on quality over quantity. One great blog is always better than three you cobbled together just to have something to post. You don’t need to aim for a specific word count, either. Content should be thorough but concise.
The topics you choose to cover are important, too. Think about your target audience and the common pain points they have when thinking about homecare services. Speaking to those issues and addressing frequently asked questions will make sure you’re writing content that people actually want to read.
From a marketing perspective, you should also check that you’re planning a mix of topics for different stages in the buyer’s journey. Writing for every stage of the marketing funnel will help nurture prospects and drive them toward conversion.
For example, you can write:
- Top of Funnel: educational blogs or resources that address common client concerns about homecare
- Middle of Funnel: pages that highlight your homecare business’s differentiators
- Bottom of Funnel: customer testimonials and new service pages
3. Optimize local platforms like Google Business Profile.
Your website isn’t the only place you can market your homecare business. Local platforms like Google Business Profile can be claimed and optimized so it’s easier for prospective clients to find you online and contact you when searching using local keywords; according to HubSpot, “near me” or “close by” type searches grew by more than 900% over two years.
If you want your business to show up when someone Googles a phrase like “homecare agencies in mount pleasant mi” or “homecare agencies near me,” you need to keep the basics of local SEO in mind. Start with the most common local platforms — Google Business Profile, Yelp, and Yellow Pages — and check that key elements of your business listing are accurate. Each profile should have an up-to-date business name, address, website URL, phone number, business hours, and a short description of your business. Make sure you have claimed your profile on each platform so you can review suggested edits or make changes as needed.
4. Encourage and respond to reviews.
Claiming your business profiles on local platforms will also give you the ability to respond to reviews on those platforms. According to BrightLocal, people regularly use reviews to evaluate products and services. In 2021, for example, 77% ‘always’ or ‘regularly’ read them when browsing for local businesses (up from 60% in 2020).
Reviews are likely to be even more important for businesses like homecare agencies, which deal with sensitive issues like patient confidentiality and health. Potential clients may be skeptical of a homecare agency with few reviews and be more sensitive to poor ones.
Although you can’t control what people say about your business, you can control how and if you respond — and improve your business’s reputation in the process. According to the same BrightLocal survey, 89% of consumers are ‘highly’ or ‘fairly’ likely to use a business that responds to all of its online reviews. This means that homecare agencies that take the time to respond to every review, both positive and negative, will be viewed more favorably by potential clients. Creating a rough template for how you plan to engage with both happy and unhappy customers can help streamline this process and keep your responses professional.
In some cases, you can also encourage new reviews to improve your overall rating, but this varies from platform to platform. On Yelp, for example, you can’t solicit reviews at all, while Google Business Profile allows you to remind clients to leave a review as long as you don’t offer an incentive to do so.
Successfully grow your homecare business with marketing basics.
Homecare marketing businesses of all sizes can use these marketing best practices to attract new clients and scale up over time. A user-friendly website, well-written content, and optimized local platforms can all make a big difference when it comes to promoting your online promotion.
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