Best Practices for Website Maintenance for Home Care Agencies

With tasks piling up on your to-do list, website maintenance is something that continually falls to the bottom of the list. Do you remember the last time you did a review of the pages on your website and checked all the links to ensure they work?

Try to think about website maintenance in the same way that you think about home maintenance. If you don’t check the batteries in your fire alarms, you run the risk of not being alerted in the event of a fire. By not changing your furnace filters, you run the risk of running your heat inefficiently. In much the same way, you need to give your website regular reviews to ensure that everything is working properly. And that’s something that should be at the top of your to-do list.

Here’s a rundown of some of the things that could go wrong if you’re not maintaining your home care agency website properly:

·   Security vulnerabilities

·   Broken links

·   Viruses

·   Malware

You’ll save yourself a lot of time and money by making a commitment to regular website maintenance. If you encounter a major problem, you may have to hire a developer to help out, which could make a significant dent in your marketing budget.

Maintenance of Website: Do These Excuses Sound Familiar?

In my work with home care agency clients, I hear a lot of excuses about why home care agency marketers never seem to get around to the website maintenance.

Do any of these excuses sound familiar to you?

1. I’ve noticed my website runs slowly. I’m sure it’s nothing to worry about. The reality is that website load speed is a huge factor in SEO, as well as the user experience. If you don’t get to the root of the problem quickly, your pages will take a longer time to load. You’ll surely see the effects of that in higher bounce rates and lower average time spent on your pages.

2. Hackers aren’t interested in attacking homecare websites. Be careful not to fall for this misconception. Hackers consider small businesses in every industry low-hanging fruit. They operate under the assumption that you don’t have the funds or resources to keep your site secure. Regular site maintenance ensures that your security protocols are always up to date and that you’re protected against viruses and malware.

3. I’ll deal with the problem of viruses or malware when I have it. If you find yourself making this excuse, see what see CNBC cited from an Accenture study about the risk of website attacks on small businesses:

·   43% of cyberattacks occur at small businesses.

·   Only 14% of small businesses are prepared to defend themselves.

·   Cybersecurity risks cost businesses of every size an average of $200,000 annually.

·   Over half of small businesses suffered a breach in 2018.

By regularly checking your website load speed, you’ll be alerted to potential threats early and that could save you a lot of time and money from having to clean up infections that significantly impact your marketing efforts.

Website Load Speed: Is It Really That Important?

In a word, yes. You can run into lots of trouble if your site is running too slowly.

For example:

·   A slow load speed leads to loss of traffic and lower lead generation.

·   Your rate of conversions will drop.

·   Your site visit visitors won’t wait for pages to load.

·   It has a negative effect on SEO marketing.

·   You run the risk of Google blacklisting your site.

Research varies a bit on the best page loading speeds, but in general, you should aim for around 2 seconds for your pages to load.

Website Load Speed: Think Like a Consumer

If you’re tempted to put website maintenance on the back burner, put yourself in your customer’s shoes. If you were ordering a pizza or buying electronic equipment online, you wouldn’t be impressed if the pages took too long to load. In fact, you’d probably just try a different site.

A fast loading speed tells your site visitors that you run a professional business and that you care about your brand. You have to think about your website in the same way that you would think about a retail storefront. If it captures your attention right away, people will want to enter.

How to Speed Up Web Page Loading

The task of maintenance of your website doesn’t have to take a long time.

These are some tools that can give you a breakdown of what needs attention:

·   Google PageSpeed Insights

·   Pingdom

·   GTmetrix

Read on to learn more about 7 ways for how to speed up web page loading.

1. Compress text and images.

To speed up website loading, a good place to start is to take a look at your images and video files. Decrease or convert your image scales and sizing to significantly speed up your pages. Also, get rid of any video content that isn’t essential to your page content. Another strategy you can use is to implement “lazy loading”, which refers to images that become visible as site visitors scroll down the page. Refresh your pages after you make these changes to see how much better the user experience will be for your families that are looking for your home care services.

2. Optimize for mobile.

According to Pew Research, 96% of people now use mobile phones. That’s a high percentage that should tell you much about the importance of optimizing your website for mobile devices. To be successful in home care agency marketing, you have to be accessible on the devices that your customers are using. Be sure your website is designed to be responsive to various mobile devices and screen sizes.

3. Check your hosting provider.

You might find that slow website speeds are connected to your server. It pays to shop around for a good web host that offers strong customer support. When hosting companies take on too many customers, it overloads their servers causing slow page speeds. We suggest using dedicated hosting. Better yet, host it with SeniorCareClicks where we specialize only in senior care websites. Why is this so important? Shared hosting can put your website in jeopardy. Imagine if you were server shared your site on a server that also hosts gaming websites and adult-only websites.

4. Cache up.

The term caching refers to the process of storing data on someone’s device so that it can load faster. It’s an easy method for increasing load speeds for people that regularly return to your site. Your software may be able to store a static version of your website which can be the initial load to your browser.

5. Reduce CSS and JavaScript.

Another way to decrease the initial load time for your users is to move code from the top of the website into the footer. The top code gets loaded first, so your site visitors will see the top of your website normally while the browser finishes loading the code near the footer. Take caution as you take these steps. If you make a mistake, parts of your website will not load or function correctly. Another alternative is to insert a plug in to minimize JavaScript code to eliminate “code bloat.” 

6. Delete unused plugins.

WordPress has lots of plugins available. Be aware that too many backend installations will slow down website load speed. This can be a problem when you’re installing plugins overtime to integrate new features. An overabundance of plugins will overload your site’s memory. Review your plugins and delete or deactivate any plugins that are no longer relevant.

7. Host your content on external sites.

Large video files take up a lot of space. Rather than embed large video files on your site using your site-builder, consider putting them on YouTube or Vimeo. You’ll find that your pages load faster and cut down on lag when your videos are uploaded to external platforms. This strategy also gives you the benefit of creating new sources of traffic to your website. YouTube channels are popular places for consumers to check out home care agencies. If creating a YouTube channel is more involved than you have time for, SeniorCareClicks can create one for your home care agency.

In summary, just as it takes time to keep your home in good working order, it takes a bit of time and effort to develop a website maintenance plan to keep your home care agency website running optimally and securely. You’ve already put in the time to create a beautiful website and you want to maintain it so that it optimizes SEO, ranks high in search engines, and creates a good user experience.If you need assistance with website maintenance services and ensure that your site is continually safe and secure, contact the web maintenance experts at SeniorCareClicks. Our web maintenance services team has the latest updates about WordPress security, and we can help you keep your site secure and functioning well.

respond to senior care reviews

You take pride in your senior care agency, just as you should. Great reviews are sure to bring a smile to your face. On the other hand, it’s surprising when someone leaves a bad review, especially if they never told you they were unhappy in the first place. Either way, it’s appropriate to respond to reviews.

What are review writers and readers looking for in a review response? Reviewers have two motives for writing reviews. They want others to be aware of their experience, and they’re looking for your agency to take some type of accountability for whatever caused the bad review.

First, respond to all reviews whether they’re positive or negative. It’s important to show visitors that you read your reviews and you care about your agency’s reputation. The right approach for how to respond to reviews will boost your reputation and let readers know you’ve addressed any problems that are reflected in your reviews.

Responding to Bad Reviews with Star or Number Ratings Only

Be aware that not all review sites allow comments. A star or number rating may be all that you get. With no information to go on, it’s challenging to know how to respond. A good rule of thumb is to keep your response short. It’s appropriate to ask the reviewer to contact you privately about the rating and offer a phone number or email address where they can contact you privately. Since there are no details on either the rating or the response, most readers won’t consider it a bad reflection of your services.

Negative Feedback Can Be a Good Thing

As tough as it is to read, negative feedback has a positive side. The comments that your former clients leave come from the heart. Negative comments aren’t usually intended to hurt anyone, so try not to take them personally.  

Bad reviews give you opportunities to learn where to make improvements. Often, the feedback you receive tells you that your caregivers need more training in a particular area. Without negative reviews, you could be left in the dark, and that could lead to even more negative reviews. Look for feedback that’s specific and objective. Take what you learn, and make some appropriate changes.

Prospects are apt to check out your reviews before deciding to do business with your agency. That said, negative feedback won’t necessarily send them running in the other direction. Most people understand that it’s nearly impossible for a business to have perfect feedback every time.

All positive reviews make some people skeptical. What they’re looking for is how you responded to negative reviewers. They’re also looking for what steps you plan to take to address the negative comments. Always be courteous and professional as you manage reviews.

7 STEPS TO CRAFTING THE RIGHT REVIEW RESPONSE: NEGATIVE REVIEWS

1. Personalize Your Response

Online and offline, people like it when you use their name. If you don’t know their name, do a little digging on Facebook or other social media sites to find it. Use a salutation with their name such as, “Dear Susan”.  If you can’t find their name, it’s okay to use “Dear client”.

2. Courteousness Counts

Saying please and thank you is just as appropriate in writing a review response as it is in person, so be sure to use your manners. Think about your response before you begin writing. Do your best to craft a response that’s genuine and courteous.

Here’s an example of a response you could use:

“Dear Jane, Thank you for taking the time to write a review. We value your feedback and welcome your comments. I’m happy to discuss your concerns personally. Please contact me at this number so that we can address the issues you raised.”

After speaking with the client, consider the steps you can take to prevent similar negative feedback, and improve your services.  

3. Be Sympathetic and Offer an Apology

Try to imagine the emotions a review writer is going through as they wrote the bad review. There are many factors in senior caregiving that could contribute to negative comments or a pessimistic tone.

Be sympathetic and determine whether an apology is in order. By stepping into the writer’s shoes, it gives you a different perspective. It should help you respond in a kind, professional way.

Be aware of any restrictions on what you’re allowed to say. It’s okay to used scripted wording as long as you make it sound natural and genuine.

4. Be Accountable

Oftentimes, a person that leaves a negative review just wants someone to be accountable. It’s best not to offer up weak excuses. Lots of things can go wrong in senior caregiving. Some situations are isolated and never happen again. On occasion, accidents happen, and no one is to blame. Regardless of the issue, be sure to take responsibility, and point out your commitment to quality caregiving.

5. Describe How Their Feedback Helped Make Your Agency Better

A review response is a good place to demonstrate your willingness to make things right. Give a brief description of the changes you made as a result of their feedback. They’ll appreciate a specific response, when you can. It’s not always possible to change their experience, but they’ll be glad they responded if it prevents a similar situation from happening again.

6. Redirect the Discussion Away from the Internet

While it’s always appropriate to respond to negative comments online, customers usually appreciate it when a representative of the agency also takes the time to call them personally. Direct communication often diminishes strong emotions after a difficult issue. A personal phone call or email to someone tells them that you’re taking their concerns seriously.

If you’re able to smooth things over, you may be able to leave a more specific response describing that you touched bases since the review. It’s a win/win situation for your former client, future clients, and your agency.

7. Strive to Keep the Relationship Open

When you become aware that a client isn’t happy, it doesn’t mean that you have to close the door on the relationship. Don’t assume that they’re not open to giving your senior caregiving services another chance. It’s totally appropriate to invite them back. Don’t be surprised if they take you up on it. If they do, welcome them back, and commit to doing better. Then, make sure you follow through on your promise.

Share negative feedback with your caregivers and with your other employees. As they learn of negative reviews, your employees will be more conscious of their duties and how their role impacts your clients. Share positive feedback as well. Emphasize that quality caregiving is part of your mission and culture.

Responding to Positive Reviews to Enhance Your Brand

Don’t make the mistake of overlooking positive reviews. If your clients are taking their time to give your agency a compliment, they deserve a kind response. Think of it this way—if they paid you a compliment in person, you’d be sure to say thank you, so why not do the same in an online review?

Responding to positive reviews gives you a chance to express your gratitude for their business. It’s also a way to show your passion and enthusiasm for senior caregiving. As you respond to positive reviews, you’re making it clear that the customer experience is very important to your business. That will speak volumes to anyone reading your reviews.

5 WAYS TO CRAFT THE RIGHT REVIEW RESPONSE: POSITIVE REVIEWS

Positive Responses Demand Thanks Too

People are very busy. If they’re taking the time to give your caregiver agency a positive review, it should have special meaning for you. They may not be expecting you to thank them, but they’ll appreciate it if you take the time to do it anyway. Positive reviews and strong ratings will attract new clients to your agency. That alone is worth taking the time to say thank you.

Reiterate Their Comments in Responding to Positive Reviews

Don’t be surprised if customers describe their positive experiences with lots of specific details. That gives you a chance to repeat those comments, and in so doing, you get the chance to boost your marketing efforts over specific services.

For example, you can mention that their caregiver is also a favorite of many other of your clients.

Share Positive Comments with Caregivers

Your caregivers work hard to give quality care to your clients. Caregivers are sure to appreciate knowing their services helped a client in need and that a client appreciated the help enough to write an online review. Mention that you shared their comments with the caregiver in your response. For example, “Dear John, We were happy to learn that Mary exceeded your expectations. We’ll be sure to pass along your kind words.”

Extend an Invitation to Positive Reviewers to Call Again

If they were happy once, they’ll be happy again. A personal invitation in your response will inspire them to use your caregiving services again and refer others, as well. Those that read your reviews will learn that your clients are loyal to your service, and it’s a good start to building trust.

Give a Mention to Additional Services

In your response to a positive review, it might be an opportune time to highlight other services that you provide. For example, you might respond with something like, “We also offer companionship and transportation services if you ever have the need.” Just be careful not to be overly promotional or self-serving.

Responding to Neutral Reviews Is Also Important

Reviews aren’t always positive or negative. Once in a while, you might get a 3-star, middle-of-the-road review. What do you do with that?

Neutral reviews might contain a few negative comments along with something positive. You might also get neutral reviews that don’t say much at all. The reality is that something prompted them to leave a review, and for that reason, they deserve a response.

CRAFTING THE RIGHT REVIEW RESPONSE: NEUTRAL REVIEWS

Always Thank Neutral Reviewers

Start every neutral review with a thank you, just as you would for a positive or negative review. Remember, they took the time to write something up, and they deserve to be thanked for taking their time to do it.

Focus on the Positive When You Manage Reviews

Build on any positive feedback that the reviewer mentioned. Repeat it in your response even if the reviewer also included negative feedback. Readers generally give the most weight to your initial comments, so focus on positive comments before addressing other feedback.

Don’t Overlook Negative Comments in Your Review Response

Respond to negative comments in neutral reviews much the same as you would a wholly negative review. Thank them for their input, be accountable, issue a brief apology, and commit to making it right. Offer an opportunity to speak with someone at your agency and give contact information.

Address Specific Issues Offline

You wouldn’t address problems in your agency in front of others, so avoid airing your dirty laundry online. Ask them to provide details via phone or email.

Your branding and reputation are on the line when clients review your services. They have multiple online sources where they can give you star ratings and comments. It’s not only what you say in your responses to them that counts. It’s whether you choose to respond and the impression they get from your response. You have little control over positive, negative, and neutral reviews. The right responses enhance your brand greatly and improve your bottom line.

There’s a little skill involved in crafting the most appropriate responses. The suggestions listed here will help. Bear in mind that posting responses takes time, effort, and thought to get it right and keep track of all the review sites. Professional marketers at SeniorCareClicks are familiar with the sources where senior caregiving clients leave reviews. You can take the hassle out of review responses when you leave them in the hands of experienced digital marketers. Call us at 954-401-9058 today to get started.

senior friendly websites

If you’re like a lot of people, you’re more inclined to equate technology with millennials or the Gen X, Y, or Z set. The reality is that the internet has become a central force in the lives of every generation, including seniors.

You read that right! Seniors are getting better acquainted with internet technology because it’s an easy way to shop, get information, and connect with family members and friends. In fact, a study by the Pew Research Institute in 2019 showed that 73% of people over the age of 65 are using the internet.

Here’s another fun fact—many site-owners don’t create senior-friendly websites. The Nielsen Norman Group did a usability study and found that the success rate of navigating websites for people over the age of 65 was 55.3% as opposed to 74.5% of younger people. What that means for your business is that you can expect 35% more revenue from the senior crowd by creating a website that focuses on senior accessibility.

Here are 10 best practices for the most effective web layout considerations to accommodate seniors’ design preferences:

1. Increase the Font Size for a Senior Friendly Website

The Nielsen Norman Group study showed that 18% of people over 65 struggled to read content with smaller fonts. Vision deteriorates in many people later in life. Use at least 12-point font and offer the option to enlarge it for readability. The best seniors’ designs make it possible to resize links, commands, and logos to increase your chance of getting clicks.

2. A Senior Friendly Website Is Easy to Navigate

Use more white space and break down large blocks of content into shorter sections. Use headings and subheadings for easy navigation. Use white space to segregate content blocks. Greater navigation means better readability, and it avoids accidental clicks on the wrong content.

3. A Good Senior’s Design Has Bullets and Numbered Steps

Don’t use language that’s flowery or overly wordy. Be concise and direct. Use bullets or a numbered list wherever it makes sense. It’s easier to read down a column than to follow a list that’s separated by commas. Use active verbs in sentences rather than passive verbs as in the following examples:

Active:  Seniors enjoy visitors.

Passive: Visits are enjoyable for seniors.

4. Avoid Tech Terms and Jargon for Better Senior Accessibility

Seniors are apt to get frustrated with technical terms or jargon they don’t understand. If you have to use a term that seniors might not be familiar with, give it a short definition or explain it by way of example. If space is tight, you can use roll-over bubbles to pop-up an explanation.

5. Set Links for Single Clicks for Senior’s Designs on Websites

Seniors may not be aware that they need to double-click on links to move to another site. Set up your links so visitors can navigate them with one click. Also, set links to change colors once seniors click on them. Seniors that can’t figure out your links will be inclined to give up and look for a more senior friendly website.

6. Senior Friendly Websites Pop with Color

When seniors find your website, you’ll want them to find it again. Vibrant colors and contrasting colors will help them recognize your brand easily. Black and white works well. Stay away from monochromatic themes with layered shades of the same color.

7. Use Speech Functions for Greater Senior Accessibility

Some of your senior visitors will appreciate visiting your site more often if you activate a speech function. That way, if they can’t read, they can still benefit from your content.

8. Your Best Senior’s Design Minimizes Scrolling

Seniors are more likely to read all the content on a page rather than skim over it and move on. Large amounts of content tend to frustrate elderly people. If they have to scroll too much, they may think the content goes on forever. Even younger people get turned off when they have to scroll endlessly. If you consider the importance of needing to use larger fonts, it leaves you less room to post content, but there are workarounds for that. Break up blocks of content into sections and use forward links at the end of each section. The best layout for senior’s design is to place content so it fits vertically and horizontally without scrolling.

9. Senior’s Designs for Websites Make Error Message Bold

No one likes to get an error message. Error messages especially confuse seniors. They don’t understand the terms and may not know what to do when they get one. To prevent problems with error messages with senior website design, clearly spell out what the user needs to do to resolve the error. For example, in addition to stating that there’s an error or the entry is invalid, describe what action they should take such as turning off the caps lock or how to change the format.

10.  Senior Friendly Websites Are Consistent

Google likes to see fresh content and new content will keep seniors returning to your site, as well. Keep your site up to date but avoid rebranding the pages too drastically. Be aware that some seniors jot down notes on how to navigate their favorite sites, and too much change will frustrate them. Worse, they may not recognize your site at all and resort to searching for another site. Keep your site as friendly and familiar as possible.

By following best practices for senior friendly websites, seniors will begin to build trust in your brand. Seniors enjoy browsing websites that are easy to read and navigate. A senior’s design is also user-friendly for all age groups. Family members and friends of seniors may be visiting your site as well.

Obviously, there’s a lot to consider when setting up a senior friendly website design. SeniorCareClicks has the knowledge and expertise in the senior care space to design pages that are optimized for SEO and attractive for senior visitors. Contact us at 954-401-9058 for a quote today!

how to get more reviews

Consumers get blitzed with ads and promotions every day. With so many companies promoting themselves heavily, it makes it hard for customers to know which ones they can trust. Until they have an experience with your home care agency, consumers are likely to put more faith and trust in people that can provide a first-hand testimonial than to trust the claims in your ads.

Where do they find personal testimonials? The simple answer is in your reviews. The challenge for your home care agency is how to get more reviews to prove that the claims in your ads are trustworthy.

Just how important are home health care reviews for your agency? A BrightLocal study shows that 83% of consumers read reviews for local businesses. Also, the number of people that always read reviews has been increasing.  

A proactive approach for boosting online reviews is effective in getting you a host of great reviews that will lead customers right to your door. Here’s what you can do in your efforts toward how to get online reviews.

Get Set Up on the Right Platforms

The BrightLocal study shows that a third of consumers are searching for local businesses online every day. Consider this—they’re not just doing one Google search. They’re pulling up multiple platforms to perform due diligence in finding the best home care agency they can find. That means they’ll only view senior home care reviews about your agency if you’re visible on all the platforms they visit.

If you haven’t already done so, set up business pages or accounts on these platforms:

·   Facebook

·   Yelp

·   Google My Business

·   LinkedIn

As prospects are doing their research to find a quality home care agency, they’re bound to encounter a few home care lead generation platforms. These platforms give you online space with great visibility where you can highlight your senior caregiving services and give customers a chance to check out your star-ratings and reviews. Complete listings and honest reviews will improve SEO and boost your ranking in the search engines.

As a tip, avoid using stock photos. Many consumers easily detect listings that are disingenuous, and you’ll lose points for the lack of transparency.

In your quest for how to get more online reviews for your business, add listings for your home care agency to these sites:

Make sure your listings are concise and complete and monitor them to ensure they’re always up to date.

Your Caregivers Look at Reviews Too

In your efforts to promote your home care agency brand, be aware that caregivers are also checking out your reviews. Reputation goes a long way when caregivers are looking for a job. Honest testimonials reveal a lot about your agency’s culture and mission. Caregivers will be looking for reviews that indicate whether they’re a good fit as your employee.

These are some of the sites where jobseekers will be looking for caregiver reviews:

·   myCNAjobs.com

·   Indeed.com

·   Glassdoor.com

How to Request Customer Reviews for Your Senior Care Business

When customers are happy with your home care agency services, they’re happy to give you a positive review. Often, it happens organically, and it’s great when it does. However, you don’t have to sit back and hope it happens on its own.

When you ask your clients to provide a review at just the right time, they’ll do it with pleasure. It creates a win for you and your future clients. The key to how to get positive reviews is to ask for them consistently.

Who do you ask to write reviews and when do you ask them? Ask happy clients that express gratitude for how they benefitted from your services.

The following steps are your guide on how to get reviews for your business:

1. Build workflows around asking for reviews. Train your staff to ask for reviews when making follow-up calls. Emphasize that honest reviews are the best thank you they can give you.

2. Take advantage of automation. Send out polite reminders at regular intervals asking for reviews using emails, texts, or other communications.

3. Link your requests to review sites. Make it easy for them to leave a review on Facebook, Google My Business, and other sites. As a word of caution, Yelp penalizes businesses that actively seek reviews. The workaround is to add a “Find us on Yelp” icon in a visible place where clients can’t miss it.

4. Ask customers if their experience with your agency is positive or negative. If their response is positive, it’s an opportune time to ask them for a review. If it’s not, it gives you an opportunity to make amends and take action to discourage a negative review.

5. Thank customers for their reviews with a prompt response. Whether reviews are positive or negative, be sure to thank them for taking the time to post a comment. Reply to negative reviewers with contact information on how they can properly address their complaint. Such a response tells visitors that you’re willing to address concerns in a timely manner and that you don’t skirt around problems. An occasional negative review can turn into a positive impression when you’re willing to address issues responsibly.

During their search for a quality home care agency, customers are looking for agencies that are ethical and reflect a sense of integrity. It’s not ethical to offer customers incentives in exchange for reviews.

Avoid any strategies for getting reviews that wreak of blinking lights annoying pop-ups. The right approach to getting positive reviews is to encourage your clients to give you feedback and gently guide them toward the best places to post reviews.

Ultimately, your end goal along the journey for how to get positive reviews for your home care agency is to ensure that the online presence for your brand is one that reflects the qualities that customers are looking for in caregiver services—honesty, quality, integrity, and professionalism. Lots of positive reviews encourage readers to choose your agency over another.

As for negative reviewers, they generally describe a particular incident. As long as you respond promptly, commit to righting any wrongs, and you handle concerns professionally, it still leaves a positive imprint on your services.

Overall, customer feedback gives you the insights to help you develop a culture that centers around what it means to provide quality senior care services.Are you still feeling overwhelmed by the day-to-day challenges of running a home care agency? When there’s no time or energy left at the end of the day, call on SeniorCareClicks to help you get the support you need with online marketing. You’ll be able to deliver even better care to your clients and have more time to grow your business when you leave the task of getting great reviews to a professional marketer.

content marketing

With the level of competition increasing in the senior care industry, a high ranking on search engines is a necessity for every home care agency. When you have the right strategy for content marketing, you’ll rank high on internet searches and that means you’ll get more customers and be able to recruit quality caregivers.

Content is a main component of the many factors that Google considers as part of its search algorithms. In your quest to get Google to boost your ranking, you have many choices to make as to the type of content you use to get the best results. It all starts with the right content creation strategy.

Keep these three things in mind to get you on the right track:

1. Defining your target audience segments

2. Establishing relevant content themes

3. Developing a successful SEO content marketing plan

A content creation process that puts these three factors first tells future customers and their families about your mission and your commitment to serving them.

Define Your Target Audience

Before writers pen the first word, they’re already thinking about their audience. Some things that should excite you about branded content marketing for the home care industry is that there’s no shortage of people looking for home care services, and there’s a limitless variety of senior care topics to write about.

If that’s not enough on its own, between your website, blog, and social media platforms, you have multiple opportunities to implement your content distribution strategy.

Hopefully, you have a general idea of your target audience. To get the best results, you need to segment your general audience into specific buyer personas. The way to do that is to write descriptions for specific customers.

For example:

·   A couple in their late 50s looking for home care for their elderly parents

·   A senior individual seeking care for themselves

·   A certified caregiver that’s just completed training

·   A caregiver with years of experience in the senior care industry

When you know exactly who you’re writing to, it’s easier to gear your content to their needs.

Define Your Main Content Themes

As a home care agency professional, you have a pretty good idea about what your customers know about home care services and what you’d like them to know.

It’s worthwhile to spend some time brainstorming ideas for the most important topics for content in the senior care industry.

Some of the best content marketing strategies start with basic content information like:

·   What you need to know as you near retirement

·   What to expect for senior living

·   Is it time to consider assisted living?

·   What to expect from memory care

·   How rehabilitation care can get you on the path to recovery

·   Content announcing local events

·   Maintaining an active, healthy lifestyle for seniors

Develop lists of topics for each of your target audience segments including seniors, their loved ones, and caregivers. Next develop a range of titles for specific blog articles, social media posts, infographics, and other marketing strategies.

Keep adding to your list of ideas whenever a topic comes to mind.

Adding a Senior Care Blog to Your Content Creation Strategy

While your target audiences will certainly benefit from informative content on the topics they’re interested in, your home care agency also gets the benefit of increased traffic via organic search, social media, referral links, and email.

People like to read blogs and when you can grab their attention with interesting, educational content about senior care, you’ll develop brand loyalty among your current clients. As an added value, blogs lead to a higher search engine ranking which will also draw people to your home care agency that have yet to discover the compassionate services you provide.

Just as in real estate, location matters is of great significance to search engines. When you focus on local SEO within your content creation strategy for your senior care blog, Google gives you an even greater boost in the rankings.

People within your community have lots of questions about how your agency might deliver care for them or their loved ones. Blogs that answers their questions about the value you provide in your local community have great value.

Here’s what they want to know:

·   How to talk with a senior about home care services

·   Home care services that are available in your community

·   The right time to transition to senior living

·   What to expect for socialization in an assisted living community

By publishing content that’s stimulating and engaging, you’re demonstrating that you’re truly an expert in senior care at the local level.

Your expertise within the industry has given you a wealth of wisdom about the worries that your customers have as they transition to senior home care services. Use this knowledge to your advantage as you develop content that your blog and website visitors can’t get enough of.

The Best Content Marketing Strategy Incorporates Facebook

Regardless of which target segment you’re developing content for, you have to recognize that they’re all on social media. Facebook is one of the most popular social media sites on the web. Seniors, family members of seniors, and caregivers are all on Facebook every day.

It’s essential to set up a business Facebook page for your home care agency and start posting on it on a regular basis. When you share your blog and website content on your social media sites, it does double duty for you. Be creative with your content creation process. Use it in various forms to add short or long content to Facebook, LinkedIn, Twitter, Instagram, and Pinterest.

Take it a step further by adding icons for your social media platforms on every site. One of the greatest things about sharing your social media content is that the platforms are designed in ways that make liking, following, and sharing content as easy as one click. Beyond that, your followers also have an opportunity to give you rave reviews on social media sites, just like Yelp and Google.

In short, be active and engaging on social media.

Videos Provide a Powerful Way to Demonstrate Compassion in Home Care

While you can’t deny the importance of creating engaging content, seeing is believing. Caregiving is a personal issue. Often, the way to attract customers in senior home care is by invoking their emotions. Videos are an important part of content creation strategies because they help to make a warm connection between you and your customers.

Hubspot offers up the following statistics to demonstrate the power of using videos in content marketing.

·   6 of 10 people prefer short videos over television ads

·   55% of people view online videos every day

·   YouTube is second only to Google

·   75% of all videos are viewed on mobile devices

·   92% of video watchers on mobile will share them with others

Compelling, isn’t it?

Besides being hugely popular, videos are a versatile form of content marketing. Consider the following ways to showcase the quality of senior living that your home care agency offers:

·   Video blogs

·   Ads

·   Customer testimonials

·   Interviews

·   Live videos of holidays and special events

·   Presentations of your services

·   Special programs

·   Socialization and daily life

·   Compassionate caregiving

Keep your videos updated so visitors know that your content is current. Target the questions that are keeping your prospective customers up at night and utilize them to assuage their fears. Short videos allow prospects to get an inside view of your home care agency. By giving them a realistic vision of the services you provide, you’re helping them envision themselves or someone they love under your compassionate care.

Showcase Star Reviews on Your Website

You’ve worked hard to earn your reputation as a quality home care provider. Why not share proof of genuine star reviews on your website? Star reviews send the message to prospective customers and their families that you’ve proven your worth in the home care industry. That’s the beginning of building a trusting relationship.

Genuine reviews from current and former clients and their families speak volumes. Real testimonials give your home care agency credibility. They extend reassurance to new customers that they can expect the highest quality of care. Highlight reviews on a separate page dedicated to testimonials or sprinkle them throughout your site. Either way, they make a grand impression.

Content Creation: Documenting Your Customers’ Journey

Stories are convincing. Anytime people are dealing with some kind of transition, it’s a little scary. Elderly people are already feeling vulnerable. Something you can do to ease their path is to help them understand what their journey will look like as they transition to home care services.

The stories of your current residents, for those who are willing to share it, along with anonymous case studies show your prospects what they can expect moving forward. Storytelling offers a way to ease their anxiety and envision themselves as happier when they get the right care for their circumstances.

Dedicate a Website Page to FAQs

Before a prospect picks up the phone to ask you questions, they’re usually doing as much research as they possibly can online. A popular page for website visitors is the FAQ page. Your prospects have lots of questions and an FAQ page gives them the answers to the most commonly asked questions. A question and answer format works nicely here.

In summary, the best content marketing strategies require a thoughtful approach to be successful. Your content creation strategy should include a combination of blogs, social media, and videos to hit all communication channels in the most engaging way.

SeniorCareClicks is an expert in content creation services and content automation for home care and senior care agencies. If creating engaging content on a regular basis is more than you can do on your own and still run your business successfully, SeniorCareClicks can get the job done with pricing that meets your advertising budget.

Call us now at (954) 401-9058 or contact us today to learn more.

Get Home Health Care Referrals

Referrals offer a great avenue for how to get clients for home health care. A proactive approach to home health care referrals will provide your home care agency with a stream of referrals that keeps on flowing. Referrals can come from many places like the these:

·   Past clients

·   Current clients

·   Government funders

·   Community partners

Networking and relationship building are productive ways to get referrals to keep your home care agency growing. Requests for proposals will help you acquire more referrals from the government. Your good name and reputation are key ingredients to getting referrals from current clients. Home health marketing strategies will take all these referral efforts to the next level.

How to Be Viewed as a Quality Elder Care Referral Agency

As a home care agency, you work hard to earn your reputation as a quality in-home caregiving service. While many people are able to pay for their services privately, many others rely on a separate funding source to pay for their care. Third-party payors often require high standards in caregiving before they’ll agree to a contract.

One way to add to your credibility as a quality home care agency is to use your digital marketing strategy to showcase the quality of your services. Your web pages and blog serve as good resources for educating funders and others about your certifications and other quality assurance documentation.

Home Health Care Referrals Stem from Client Satisfaction

Good or bad, it’s always helpful to get feedback. Third-party payors listen to the feedback from their clients because they’re looking for assurance that their money was well-spent. Good feedback encourages them to keep sending clients your way, while negative comments will have them second-guessing whether referrals should go to you or someone else.  

To keep those referrals coming in, take stock of the types of issues home care clients complain about:

·   Caregivers are late.

·   Caregivers don’t show up.

·   The agency didn’t provide a substitute when needed.

·   Poor fit between caregiver and client.

Online surveys are a great way to gather feedback about your services. When it’s good, you can use it to share statistics that prove client satisfaction and bill yourself as a leading elder care referral agency.

Use Feedback to Improve Service and Ensure Client Satisfaction

Do you really know how your clients feel about your home care agency? You can’t know for sure unless you ask them.

It’s easy to believe that everything is fine when you don’t get wind of problems or complaints. The reality is that people have their own reasons for not bringing up issues that annoy or frustrate them. Unfortunately, that leaves you in the dark, and it can prevent you from getting valuable referrals. Feedback will keep you on your toes and ensure that the quality of your services is good and that will set you up to be a valued senior referral agency.

Happy Clients Lead to Home Health Care Referrals

In your years of home care service, you’ve surely had some memorable clients that raved about the quality of your services. These are the types of people that are happy to tell others about the great experience they’ve had with your agency—if they only knew who to tell. They also probably don’t know the value that a strong testimony could bring to your home care agency in the way of referrals. 

When you reach out to these special clients, their testimonies can become an important part of home care marketing strategies for building your business through referrals.

Caregiver Retention Is Essential for In-Home Care for the Elderly Referrals

Part of your home care agency’s reputation depends on employing your caregivers for long periods of time. Staffing is a big problem for many home care agencies. When prospects or funders see that many of your caregivers have worked with your agency for many years, it tells them that you value an environment where caregivers are as happy as your clients. Caregiver retention is an indicator that clients trust your agency and that gives you high marks for quality of care. High marks will net you lots of quality home health care referrals.

Keep Making Strides of Improvement as a Senior Care Referral Agency

Try as you may, things don’t always go as you anticipate. Due to the personal nature of home care, the environment can be highly unpredictable. Clients and payors alike understand that things can happen that are out of your control. While they don’t expect perfection, it’s reasonable for them to expect you to continue making improvements in the quality of care.

When the quality of care comes into question, documenting your workflows is a good way to demonstrate how things should flow under normal circumstances in home care for the elderly. For example, it’s reasonable to predict the length of appointments based on the history of clients with certain conditions.

Being able to demonstrate caregiver efficiency is a data-driven way of how to market your home care business.

Send Out Cards for Referrals Requests

After your clients have received services is an opportune time to ask referrals. If clients were satisfied with your services, they’ll be happy to tell others. An effective strategy that some home agencies like to use is to send out a referral card every few months offering a discount on services for former clients that refer a friend.

Seek Out Referral Resources Within Your Community

Your home care agency is a vital part of your community. Other businesses often get requests for recommendations for home care services. By networking with them, you will get the benefit of a stream of referrals.

Here’s a list of some organizations that refer individuals for home care:

·   Physicians

·   Churches

·   Senior centers

·   Food pantries

·   Community centers

Social Media Is an Effective Online Marketing Tool

Seniors and their family members are active on social media sites. Posting on your sites is free, and you have the option of buying paid ads as well. Interesting posts grab attention and people that like or follow your posts often share them with others. Social media posts are an effective way to build your brand.

Relationships Drive Strategies for Increasing Referrals

It’s not that difficult to form a plan for how to get clients for home health care when you give it the time that it demands. Referrals can be your lifeline, especially when times are slow. New clients trust your referral sources and that forms the beginning of a trusting relationship with your home care agency.

The main goal of your agency is to provide excellent care and provide a good home health care environment for your caregivers, as well as your clients.

Quality home care leads to client satisfaction, and that leads to an increase in referrals. When you combine your referral sources with a strong digital marketing plan, you have a winning combination.

A professional digital marketer has the knowledge and expertise to elevate your home care agency’s brand and increase referrals.

Call SeniorCareClicks to learn more at (954) 401-9058 or contact us today!

Home Care Marketing Plan

The right home health marketing strategies give you a win-win advantage. Why? Because you get the best of both worlds where you can attract lots of new customers and the most highly-qualified caregivers to care for them.

The good news is that even if you’re not a creative person, it’s easy to get creative with digital marketing when you integrate multiple channels into your marketing strategy.

If you consider the news from AARP that 87% of people over the age of 65 want to age in place in the home they love, and you consider that 73 million baby boomers fit into this category, it’s clear to see what a booming industry home health care is.

Getting creative with home care online marketing is the key to establishing your reputation as a top home care agency in the industry. The climate is ripe for you to attract new clients, hire quality caregivers, and increase your bottom line.

Home Care Advertising: A Current Window of Opportunity  

The U.S. Census Bureau refers to the current climate as the “gray tsunami”. That’s a creative and accurate description to describe the recent changes in the U.S. population.

Here are some facts that support the storm:

·   As of 2009, about 12 million people were receiving care from over 33,000 home care providers.

·   The 2000 Home and Hospice Care Survey showed that 69% of people receiving home care services were over age 65.

·   Baby boomers are reaching the age of 65 at a rate of 10,000 per day.

On a related note, the majority of those baby boomers use the internet at least weekly and they’re reading online reviews before making choices about products and services. About 90% of internet searchers rely on online reviews to form an opinion about a company’s reputation.

The demand for home care services has never been greater and that means that home care marketing will set you on course to strike while the market is hot.

Build the Foundation of Your Home Care Marketing Plan

Just as you have goals for growing your business, you also need to establish goals for home care digital marketing. Your business goals should dovetail with your home care marketing goals.

Social media platforms are bursting with activity. Your competitors are using them to grow their businesses and find the best local talent in caregivers. If you’re not doing the same, you’re missing a huge opportunity.

Another major part of successful home health marketing strategies is defining your target audience. In home care marketing, you generally have three target audiences:

1. Seniors

2. Adult children of seniors

3. Caregivers

A few home care marketing ideas will help you take that foundation and start building on it.

Adapt Your Home Care Marketing Plan to Industry Trends

Two things are causing great evolution in the field of home healthcare:

1. Advancements in health care

2. Advancements in technology

The really great thing for home care agencies is that these two developments work very nicely together. Tweeting and commenting online helps to develop an “online buzz” about the value your agency provides. Even the president of the United States pumps out tweets on a regular basis.

Your Mission Defines Your Unique Selling Point (USP)

Home health care is a niche area of the greater health care industry. As a home care agency, you have a very specific audience. That’s a feather in your cap when it comes to home care advertising because when you use the right marketing strategies, you can tailor your marketing messages to attract the right audiences.

Be clear on the issues that separate you from your competition. If that seems challenging, look to your mission to guide your path.

Your Agency as an Industry Leader: Home Care Marketing Ideas that Work

Chances are that you’re using technology in several different ways in your daily operations. Your home care marketing plan offers a convenient way to describe how technology makes it more efficient for you to deliver home care services.  

Blog about how you use software solutions to book appointments, track caregiver time, manage payroll, and automate billing. Your website, blog, and other online postings are the best platforms to get the word out that you prioritize health care services and you’re willing to invest in the latest technologies to maintain your reputation as an industry expert.  

Blogging: An Essential Tool in Home Care Marketing

Your clients and caregivers have a wealth of heartwarming experiences to share. By adding a blog to your website, it gives you the following ways to interact with your target audience:

·   Informs

·   Educates

·   Engages

·   Highlights solutions

·   Storytelling

·   Features use cases

Post content according to your designated marketing schedule to stay active on all marketing platforms. Drive traffic to your website with every post in ways that focus on generating leads and attracting potential caregivers.

Keywords and SEO Are the Heart of Homecare Online Marketing

To get people looking at your website, you first need to get Google’s attention. The way to do that is with search engine optimization (SEO) and using keywords properly. Something that should get your attention is that using SEO strategies is free, which means it’s easy on your marketing budget.

A little keyword research will give you the terms that will attract people interested in home care services. All you need to do is add them to your web pages, blog, and other home care advertising messages and reap the rewards in higher traffic and leads.  

Get Creative with Social Media to Bolster Your Home Care Marketing Strategy

If you’re new to social media marketing, start with one platform and add more platforms gradually so you can get used to how each platform works.

Some good social media platforms to start with are:

·   Facebook

·   Twitter

·   LinkedIn

SeniorCareClicks authored a great article on social media for home health care that can help you get started.

Use a tone that’s consistent and professional on all platforms. Here are a few ideas about home health care topics:

·   Talk about your expertise within the industry.

·   Tell about how you deliver on the promise of compassionate, personalized care.

·   Highlight the types of services you provide.

·   Showcase individual caregivers.

·   Feature best practices and new trends in home health care.

Using Paid Advertising for a Big Pay-Off in Home Care Marketing

While it’s smart to take advantage of free advertising whenever you can, you can bolster your SEO efforts exponentially by investing in the right paid advertising promotions. Paid ads and press releases, which are brief and easy to read are good tools to capture your audience’s attention for people that aren’t inclined to read full articles.

The best approach is to invest your marketing dollars in a few quality ads rather than many ads that aren’t eye-catching.

SEO, blogging, public relations, and social media are all components of a strong home care marketing plan. If that all sounds overwhelming to you, the right choice for you may be to outsource your home marketing plan to a professional marketing team that has the right tools and expertise to give your home care agency the greatest advantage.

Call SeniorCareClicks at (954) 401-9058 to learn more!

Senior Care WordPress Website

Of the many website platforms you have to choose from, there are a lot of reasons to love WordPress. According to Search Engine Journal, almost 34% of website owners prefer WordPress. If WordPress is good enough for major corporations like Sony Corporation, Time Inc., NBC, and the New York Post, you can rest assured that it will work just as well for home care websites.

WordPress is popular among large and small businesses alike because it’s so versatile and user-friendly. Some of the other platforms require a certain level of technical know-how. That’s great if you have a developer that understands HTML CSS and programming language. With WordPress, it doesn’t matter if you have a little technical language or a lot.

If you’re looking for the best way to create a website for a home care agency, You’ll learn to love WordPress.  

Advantages of Using WordPress

As a busy professional in the home care industry, many issues demand your attention every day. While you probably wouldn’t mind spending hours and hours building your website, there’s just no time. It’s not practical to call a developer every time you want to make a minor change to your website.

These are just a few of the reasons that people like WordPress:

·   One-click installation

·  Wide array of plugins

·  Lots of add-ons

·  A host of extras

·  Open source

·  Up to date on SEO standards

·  Anyone can customize a website

·  It’s free

Besides all the features that WordPress offers, it has a number of characteristics that make it popular for senior care websites and other sites across the board:

Security-WordPress websites have automatic updates, which makes it secure against hacker attacks.

User-Friendly-Nearly anyone can put up a WordPress website without prior knowledge or experience. The platform is user-friendly and intuitive, so it offers a great user experience. All you need is a domain name and a web hosting account. The admin dashboard virtually leads users through the setup which you can do in minutes.

Support-WordPress offers help and support through their online community if you need assistance with troubleshooting or just want to ask a question.

Multimedia-Websites are far more interesting and engaging when you add photos, videos, and vary the types and size of the fonts. The technical aspect of how to add photos and videos can be overwhelming for a lot of users. WordPress makes it easy to add other types of media to an internal library that you can draw from to add media to the pages of your site and you can optimize them for SEO.

Mobile-Friendly-According to Pew Research, about 94% of people have mobile phones as of 2019 and about 76% own a smartphone. Smartphone usage is up 35% from 2011. Many of the WordPress themes include a mobile-friendly design, so you don’t have to take action on that end. This is important when you consider that four out of five online searches are responses to a call-to-action such as signing up for a service or making a purchase, according to Search Engine Watch.

Testimonials-It’s common for home care agencies to have multiple referral sources. WordPress allows you to add a section for testimonials to your pages, where you can showcase comments and testimonies where clients can boast how they’ve benefited from your services. Your prospects appeal to emotion, so a hard-sell won’t work for you. Before people try out your services, they’re looking for assurance from others that they’ll be in good hands if they work with your agency. Personal experiences can tip the scales in assuring them that they’re making a good choice in a home care agency.    

Scalability-WordPress was originally designed for the purpose of doing blogging. From the largest corporations to the single user putting up a website at home, the WordPress platform serves them all equally well. That’s a good thing for home care agencies because the need for home care is growing and that means that you can continue using the WordPress platform as your business experiences growth.

Multiple Options for Themes-WordPress offers a wide variety of theme choices for users to change the tone and appearance of their sites. Many are free through WordPress, and users can purchase other themes through third-party designers and design marketplaces. WordPress themes are SEO-friendly.

Built-In Blog Functionality-After you set up your WordPress website, you can add a blog and start adding content so you can start on-page SEO campaigns.

Plugins Give You More Bells and Whistles-WordPress gives you access to hundreds of plugins that give you tools like contact forms and shopping carts. You can also buy plugins from third parties. WordPress plugins are SEO-friendly.

WordPress Sites Rank High on SERP-WordPress plugins, mobile platforms, and blog functions are all SEO-friendly making WordPress the best way to create a website for a home care agency and make it work as a sales channel.

Home Care Website Customization

Home caregiving is a personal service. No doubt that your home care agency has many heartwarming stories to tell. A big part of your message is that you not only give tangible care, but your agency also offers compassion, comfort, and reassurance.

The WordPress themes are visually appealing. They offer you many options of colors, tones, and settings to tell your story in the most beautiful, appealing way. WordPress allows you to highlight your services with buttons labeled with services like personal care, companionship, dementia care, or skilled nursing care to guide your site visitors directly to the type of care they need. The right design and the right tools will draw prospects to your home care website to promote lead generation.

Easy-to-Use Navigation

Your target audience consists of seniors looking for care for their elderly parents and sometimes they’re looking for care for themselves. Older people often have sight problems, and WordPress gives you an edge because the platform makes it easy to read and navigate your site.

Along with readable fonts and text, WordPress themes put pleasing color combinations together for you, which takes the work out of designing a website that has the look and feel that you’re after. Your clientele requires a home care agency website that’s easy to navigate and WordPress sets up the flow for you right within the theme.

While WordPress makes website building easy, a professional web designer that specializes in home care agencies is your best bet for creating a visual experience for your target audience. Your home care agency website should be laid out to highlight the most important features without appearing too busy.

Getting Senior Care Website Referrals

Your WordPress website works hard for you when you take a few different approaches to lead generation.

These three tips will help you maximize your efforts:

1. Post blogs on topics related to aging and strategically place keywords that you’ve researched and found to be effective.

2. Ask your current clients for personal testimonies and ask their permission to post them on your website. Most clients will be happy to do that for you, and they’ll get you noticed on search engines.

3. You can attempt some SEO strategies on your own, but you’ll have greater success and measurable results when you use a professional marketer. Be aware the field of SEO is continually changing and it’s difficult for most home care agency owners to keep up with on their own.

Whenever you’re working on digital marketing campaigns for your website, social media platforms, or your blog, you’ll have better results when you’re on top of the latest changes and trends. Professional marketers will have you covered.

Implement On-Page SEO

When you’re developing the pages of your website, on-page SEO is a strategy that will optimize your pages so that search engines will easily find them. Pay attention to how you word your headlines, subheads, URL slugs, and metatags.

Need some tips? Try these on for size:

·   Use your primary keyword in your headline and place it close to the beginning of it.

·   Put your keywords in the slug and in at least one subheadline.

·   Your keywords should range between .5% and 2.5% of your content copy. (if you go over that, Google will take away points for keyword stuffing)

·   Don’t group your keywords together—spread them evenly throughout the page body, subheads, and image alt text.

·   Make sure your keywords have the proper context—don’t use them unnaturally.

Contact Senior Care Clicks to Work on Your Senior Care Website

Because we work exclusively with those who care for the elderly and their families, we know the specifics of the home care industry and the challenges you face in trying to increase your business.

We choose WordPress as our design platform so that you have a user-friendly website to maintain and update your website on a continual basis—today and in the future.

Call us now at (954) 401-9058 to learn more or contact us today!

videos are part of your home care marketing plan

Given the choice, most people would prefer to watch a video over reading a lengthy article. That’s why you should consider adding videos to your home care marketing plan.

Videos for home care agencies are an excellent way to get the attention of your target audience. A short video is a viable solution for people that are looking for preliminary information about home care services.

Why? Videos allow people to multitask. They can cook a meal, get ready for the day, or do some cleaning while a video is playing. They don’t have to stop what they’re doing to read an article.

You can use videos for various purposes to help you meet your marketing goals. Two of the primary reasons why a home care agency needs video marketing is to draw prospects and recruit caregivers.

If the thought of creating and publishing videos to promote your home care agency seems overwhelming, you just found help.

Why My Home Care Agency Needs Video Marketing

The effects of aging are a reality for all of us. For many people, there comes a time during their later years where they have to face the reality that they can’t meet their needs alone and it’s time to ask for help.

It’s an emotional time when you come to the realization that you’re losing your independence. The thought of not being able to take care of yourself drums up a lot of insecurities and it can be quite frightening. People often have trouble asking for help even when they know they need it.

Your challenge, as a digital marketer, is to advertise your home care agency services in ways that are genuine and informative, yet personal.

Videos will really give you an advantage that way. They give you a chance to deliver the proper tone, facial expression, and overall impression of your home care agency. Videos give your target audience a glimpse into the type of care they can expect if they decide to schedule services.

When crafting your messages, be sure to keep in mind the types of issues that your target audience will be looking for.

These are the things that should be on your list:

·   The right types of home care services

·   Kind and compassionate caregivers

·   A service they can trust

·   Reliable home care services

·   Caregivers they enjoy spending time with

·   Caregivers that make them feel comfortable

Video Marketing Data

If you still find yourself wondering why videos can help me to acquire leads, these statistics will make it pretty clear:

·   Businesses report that they get 66% more qualified leads per year through video marketing.

·   Videos have the potential to increase your brand awareness by up to 54%.

·   8 out of every 10 people are inclined to make a purchase after they’ve watched a video.

·   82% of the global internet traffic will come from videos by the year 2022.

·   About 54% of consumers said they want to see more video content, according to studies.

·   A “Think with Google” survey showed that a third of baby boomers were using YouTube to learn more about products and services.

A quality video is sure to attract families that are looking for senior care options. That means that it’s a prime opportunity for you to add videos to your home care marketing plan and start engaging your target audience.

Your Google My Business listing is a highly visible place to showcase your videos. Just look at these statistics for Google My Business:

·   Google My Business has an extremely high rate of searches.

·   About 33% of companies state that they receive over 1,000 views on Google Maps.

·   Around 5% of listing views on Google My Business generate a click, call, or direct request, (which equates to an average conversion rate of 5%).

·   Google My Business listings grew by 29% from website clicks.

·   Companies state that 28% of their website sessions come from Google My Business listings.

Those numbers are strong enough that they should convince you of how important it is to start making some videos for your home care agency.

Now that you’re ready to get started with videos, you probably feel like you’re back at the drawing board with figuring out what kind of content to put into your videos. I can help you with that, too.

Video Ideas for Your Home Care Business

Once you get started making videos, you’ll probably come up with lots of ideas about what you can talk about during your videos. Your FAQs will also give you some ideas of the type of information your customers are looking for.

Here are a few ideas to get you started:

1. Promotional videos-You can’t go wrong with a few promotional videos. Use these to provide a general overview of the services you provide. Video parts of the outside and inside of your facility. Talk about your history and mission.

2. What to expect from caregivers-Some people will be looking for a new home care agency after having a bad experience with another service. This is your chance to shine! Use your video to show what separates you from other home care agencies.

3. A career in caregiving-Your current caregivers are your best advertisement for recruiting other quality caregivers. Give your caregivers the chance to showcase why they love coming to work every day.

4. The joys of being a caregiver-Caregiving is hard work. In spite of this, many caregivers love working with seniors and helping them. Videos for home care agencies give your customers a chance to see some of the more tender, sweet moments that happen between caregivers and clients.

5. Caregiving in your community-Home care agencies play a vital role in communities. Create a video or two that shows your involvement in your community.

SEO and paid advertising campaigns should make up a large part of your home care marketing plan, but you need more to be competitive.

Does this information give you the confidence to give video-making a try? If it’s not your thing or you don’t have time, Senior Care Clicks is available to create professional-looking videos for you.

The baby boomer generation is driving the growth of the senior population—the 65 and over crowd. The latest research shows that people over the age of 65 now make up 17% of the total population in the U.S. and the growth is just the beginning. That’s the kind of data the senior care industry should be looking at to justify extra effort on digital marketing strategies.

Here’s another nugget of information that should get your attention. The second-largest topic that people are searching for on sites like Google, Yahoo, and Bing is also strongly connected to people over 65—healthcare, which is a hot topic on search engines.

Your role is to educate consumers about in-home care and other homecare services. Online marketing establishes your senior care agency as the local expert authority in home care and assisted living services. The right advertising approach gives your home care agency credibility and strengthens your reputation.

Digital Marketing and Senior Care Stats

If you’re still not convinced, the following statistics emphasize some important reasons why it’s a crucial time to go after your share of the senior care market:

·   Business Insider projects that the home care market in the U.S. is expected to increase from $100 billion in 2016 to $225 billion by the year 2024. This figure reflects a 125% increase.

·   By the year 2030, around 2 million Americans will opt for life in a senior care community. That’s double the number since 2016.

·   According to American Senior Communities, senior living will become a highly competitive industry.

Large percentages of these seniors will soon be in the market for professional in-home care. Now is the time to start steering them in your direction. Take a look at these statistics for a little more assurance that a boost to your digital marketing efforts will be worthwhile.

·   Every hour, U.S. seniors generate 6,000 searches online for in-home care or healthcare. According to Senior Housing News.

·   About 70% of consumers seeking senior care will place a call when researching their options.

·   Phone calls will convert to customers 10-15 times more often (30% faster) than internet leads and give you a more immediate return on investment.

·   Retention is higher from phone calls as compared to web leads and they’re more profitable in the long-term.

·   94% of healthcare patients evaluate their providers using online reviews.

·   84% of people have as much faith in online reviews as a personal recommendation.

·   Home care agencies spent just over $129 million on advertising in the U.S. in 2020.

·   The senior care industry is expected to increase ad spending to $136 million by the end of 2020.

As these numbers demonstrate, a strong digital marketing campaign, along with a robust management strategy for building good reviews, is essential for acquiring new customers in the home care industry.

Home Care Agencies and Digital Marketing

Just imagine how many new opportunities you’ll have for new clients with over 10,000 baby boomers moving into the senior season of their lives every day.

Here are a few more things to think about:

·   The low rate of unemployment and a shortage of qualified in-home care providers make recruiting and hiring caregivers challenging at best.

·   Your marketing activities are separate from your sales efforts and without an overall digital marketing plan and SEO plan, you’re probably not getting qualified leads.

·   Your hiring processes don’t closely relate to your marketing plan without connecting them directly to your marketing strategy, so you could be missing out on highly qualified candidates.

·   The senior care industry is growing with local and franchises and they’re competing hard for a share of the market.  

Don’t take a chance on falling behind the pack!

Don’t Fall Behind Your Competitors

With new agencies vying for their share of the senior care industry, you need a digital marketing strategy that lets you set the pace. Here’s how to do it successfully:

1. Use your content to emphasize the need for in-home care.

2. Highlight the many ways that baby boomers and others will benefit from quality in-home care including how it helps with aging in place and the quality of life.

3. Best practices for sales suggest “making the ask”, so be proactive and ask for referrals.

4. Point out what sets your agency and your staff apart from other home care providers.

5. Referral sources are checking your online reviews and scope of services, so strive to rank this information high on search engines.

6. Be active on social media. According to the 2020 Benchmarking Survey, about 44% of home care agencies indicated that most of their leads generated from Facebook and Google and you can track your leads this way too. (This compares with only 3.7% for newspaper ads).

7. SEO is the leading source for customer leads (over 30% admissions rate).

Where to Spend Your Marketing Dollars in Digital

Incorporate a mix of channels into your digital marketing strategy—PPC, social media, and SEO. Your potential clients for in-home care are on all of them. If you’re not, you’ll be missing them.

Also consider that one marketing channel can give a boost to another. PPC ads will give you a 10% conversion rate through your contact forms and 15%-20% through calls. Here’s the real beauty, PPC ads and social media visits will increase traffic to your website and that will also boost your SEO efforts. If you don’t convert a customer from PPC, they may give you a second shot when they go directly to your website.

As a few final words, think about your messaging. Tell your story in a way that prospects see themselves as part of it. When you deliver value to them and meet them in the places they’re already comfortable hanging out, you’ll know whether you need to change any of your campaigns.