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Marketing ideas for care homes: Data-driven strategies for enhanced reputation
Marketing ideas for care homes: Data-driven strategies for enhanced reputationAdam James2023-09-15T10:43:17+00:00
Getting noticed with a good reputation is essential for care homes. And for care homes, this means not only delivering good quality care but also ensuring you promote this to prospective families. Data-driven and tailored marketing ideas and strategies for care homes can play a pivotal role in achieving this.
Here are essential techniques: 1) PR – Amplifying the reputation of care providers and care homes via positive and ongoing media exposure (including regional papers, online, TV and radio) and digital PR such as Facebook “boosts” and “accelerated engagements” to reach 100s of thousands of people within your catchment areas.
In particular, it is vital for care providers to have a strong “word-of-mouth” reputation among their local communities and families.
Strategic media coverage and PR techniques can help you dramatically elevate your profile and reputation.
Such proven strategies ensure your care homes stand out from competitors and win the all-important trust of prospective families.
2) Digital Marketing – You can generate more enquiries and leads from families via digital marketing, including Google Pay Per Click and Facebook Ads, combined with vigorous email and phone follow-up.
Optimised campaigns can be informed by data generated by 100s of digital ad campaigns for care providers.
For Google Pay Per Click (PPC) campaigns, past data has informed key metrics, including which keywords perform best for care homes; what is a good “cost per click” and “conversion” rate; what Google PPC campaigns perform best; how best to allocate a PPC budget; and what ad spend to expect for every new enquiry.
You should seek advice on how to optimise your website for Google Pay Per Click ads. This includes Live Chat, brochure downloads, video content, contact form website submissions, and GDPR-compliant telephone recordings.
For Facebook Ads campaigns, you should (if you have it available) use past data and previous ads to guide you in providing optimised views, click-through rates and cost-per-lead to find prospective families who are often higher up the sales funnel when looking for a
Vitally, you should implement a 14-step email and phone follow-up on all Facebook leads to qualify them. It is only after personally speaking to a family lead that you can introduce them to the home to finalise a look-around or assessment.
One strategy is to leverage digital platforms such as Google Ads to target local audiences actively looking for care homes. Sharing testimonials, virtual tours, and resident activities can create a positive online presence. Additionally, PR and ongoing press coverage and content marketing through blogs that address common concerns or highlight the unique aspects of your care home can drive organic traffic and position your care home as an authority in delivering care.
Care homes can set themselves apart by focusing on their unique selling points, whether it’s specialised care programs, amenities, or community involvement. Tailored marketing home ideas for care homes include sharing behind-the-scenes content, like staff profiles or daily routines, which can give prospective residents and their families a sense of the community and care provided. Engaging in community events or partnerships can also highlight a commitment to the broader community.
Content marketing is a powerful tool for care homes to establish authority and trust. By creating valuable, relevant content like articles on senior health, activity ideas, or caregiving tips, care homes can attract and engage their target audience. This not only drives traffic to the website but also showcases expertise, making it a potent marketing home idea for care homes.
Engaging with local communities is pivotal. Marketing home ideas for care homes in this context could encompass hosting local events or partnering with nearby schools for intergenerational programs. Building a strong local presence fosters trust and positions the care home as an integral part of the community.
In an age where online research is prevalent, positive reviews and testimonials (e.g on carehome.co.uk and Google My Business) greatly influence decision-making. Encouraging satisfied residents and their families to leave online reviews can significantly boost a care home’s reputation. Highlighting these testimonials in marketing materials, both online and offline, can be an effective marketing home idea for care homes, showcasing real-life positive experiences.