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Creating the Right Home Care Marketing Mix for Your Agency

Finding the right home care marketing mix for your agency can be like trying to recreate your grandmother’s famous recipe from memory. How much butter did she use? White or brown sugar? How many cups of flour? Your marketing strategy is very much like a recipe, particularly these days with such a wide span of digital and traditional marketing channels. Most companies know that building a strong online marketing presence is vital to stay competitive, but deciding how much time and money to allocate toward which channels can present a real challenge.

When creating your marketing plan, the important thing to remember is that it’s not about choosing between traditional or digital marketing, but finding the right mix for your agency and market. These days, it’s almost impossible to identify a target audience as exclusively traditional or digital, even when you’re targeting seniors. But understanding which customers are tuned to which channels can help you create the right marketing balance and craft the best messaging for your brand.

Building Your Digital Presence

While it may seem easy to dismiss the Internet and social media as not senior-friendly, recent data shows that’s increasingly not true. According to the Pew Internet Research Center, a growing number of Baby Boomers and seniors are joining online social media spaces, like Facebook and Twitter. As of November 2016, 87% of people aged 50-64 and 64% of people aged 65 and over use the Internet on a regular basis, and 64% of people aged 50-64 and 34% of people aged 65 and over use social media sites.

Your target audience already has an active digital life, which means it’s vital for your home care agency to have too. But how much should you invest in digital marketing?

  • Website and SEO: Your website should absolutely top the list when it comes to investing in digital marketing. According to Home Care Pulse’s 2016 Home Care Benchmarking Study, search engine optimization (SEO), websites, and online ads made up the top revenue-generating consumer marketing sources for home care agencies in 2015 at 20.6%, 10.6%, and 6.7% respectively.

A professional looking website with a user-friendly interface and solid, ongoing SEO strategy that includes blogging and regular content creation helps your agency get found in online searches and establish your agency as an educational resource to those facing care challenges.

  • Social Media: Social media marketing also allows agencies to reach potential clients where they spend a great deal of online time, but the social sphere has become a pay-to-play arena, meaning you will have to engage in paid advertising in order to get the most out of social media sites. The good news is that social media ads are very affordable, ranging from as little as $10 to as much as you’re willing to spend. Just make sure you’ve got eye-catching graphics and engaging content to go with them.
  • Online Reviews: When Baby Boomers go online to search for home care services for their aging parents and other senior loved ones, increasing numbers of them are turning to online review sites like Google+, Facebook, and industry-related reviews sites like Caring.com to read reviews from others who have been in their same position. Home care reviews carry an incredible amount of weight with consumers. As many as 92% of consumers in the US and Canada read online reviews when researching products and services, and recent research done by Caring.com revealed that home care agencies with 15 or more reviews receive 1.5 times more leads than those with only one or two reviews.
  • Email Marketing: Reaching clients and referral sources via email is easy, cost-effective, and allows you to create deeper, ongoing relationships with current and potential clients and referral sources, offering them caregiving tips and news about how your company makes a difference in clients’ lives.

Don’t Neglect Tradition

While an increasing percentage of marketing today has shifted to digital, traditional marketing efforts are still necessary and effective. Digital marketing certainly has its advantages, but nothing can really compare to the personal experiences created by traditional marketing. Traditional marketing methods, like relationship building, community outreach, direct mail, presentations, rack cards, flyers, brochures, press releases, and other forms of traditional marketing help you reach clients, caregivers,  and referral sources on a more personal level.

So What’s the Right Mix?

Finding the right marketing mix for any business is an ongoing process. What works for one home care agency may not work for another. The key to finding the right marketing mix is knowing who your clients and referrals are and what reaches them. A professional marketing firm with in-depth home care industry knowledge and focus, like corecubed, can help your agency discover the marketing mix that will get the best results. Contact the home care marketing experts at corecubed to learn more.

FHS WEBINAR: Let’s Go Digital! How to Effectively Leverage Digital Marketing to Gain and Nurture Leads

So you have a website and maybe a blog; perhaps you have experimented with paid advertising like Google AdWords or Pay-Per-Click (PPC). Maybe you send out a promotional e-newsletter once a month. But are you really using all the digital marketing tools at your disposal to not only gain new leads, but also move the ones you have further along in the sales cycle? Many home care businesses use a mixture of digital marketing tools, but few agencies know how to piece the entire puzzle together for the greatest result—more clients!

Join FHS’ director of marketing, Emily Hackman, and special guest panelist, Merrily Orsini, president/CEO of corecubed aging care marketing, as we give you actionable advice for growing your client base in 2017. Watch our webinar replay to learn digital marketing best practices including:
• How to leverage SEO to optimize your website for better search ranking
• How to use Call-to-Actions (CTA’s) to convert more website visitors into leads
• How to nurture leads and move them further through the sale cycle
• How to communicate your brand in a way that compels leads
• How to follow up on inquiries with valuable content

FHS Webinar: Outsourcing vs. Insourcing: Knowing What Business Functions to Outsource and When

As a home care agency owner, you should be working on the business, not in the business. Oftentimes owners get pulled into administrative tasks and day-to-day operations when they should be focused on high-level strategy aimed at profitable revenue growth. Knowing what business functions to outsource and when is a crucial component of running a profitable business. In order to leverage your team’s core competencies, you must outsource extraneous functions to companies that deliver the expertise your business needs. Outsourcing can engender cost- and time-savings and enable lean teams to achieve operational efficiency.

Watch the replay from our educational webinar to learn outsourcing best practices and answers to key questions:

  • What are the pros and cons of insourcing versus outsourcing?
  • At what point is it more cost-effective to outsource business functions?
  • Which functions are commonly outsourced in private duty agencies?
  • What is the Return on Investment on outsourcing and how is it calculated?

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