It’s hard to imagine that with the valuable work that caregivers do everyday, the average caregiver salary is only around $23,000 a year. That’s according to the most recent update in Glassdoor as of September 2020. It’s not surprising that with such a low salary, jobseekers might prefer to take a job at Walmart. 

You might also be surprised to learn that more than 1 in 6 Americans who are working full-time or part-time report that they’re also assisting with the care of an elderly or disabled family member. It’s a harsh reality that makes the caregiver job even more difficult. 

Caregiving has been labeled a national health crisis by the National Alliance for Caregiving. 

A recent study conducted by MyCna jobs showed that 57% of home care agencies struggled with recruiting caregivers in 2020. 71% of home care agencies turned down a case because they didn’t have caregivers available.

According to the same study, COVID has also had a major impact on caregiver recruitment. In fact, 72% of the respondents said that the pandemic has made caregiver retention more difficult, and 87% said COVID made caregiver recruitment more challenging.

Listen to “1/27/21: Karina Tama-Rutigliano from Senior Care Clicks | THE CHALLENGE OF RECRUITING CAREGIVERS | Aging in Portland with Mark Turnbull from” on Spreaker.

What are the challenges that senior care businesses face when recruiting caregivers?

There are many challenges that senior care businesses such as home care agencies face. 

The most common ones are:

It’s tough to find qualified candidates:

Every individual that applies won’t necessarily be qualified to be a caregiver. Either they don’t have the appropriate experience or they’re not licensed in the state they want to work in.  

Finding local caregivers:

Chances are good that caregivers live in your community, but the challenge is finding them. The method of recruiting caregivers has changed in recent years. You’re not likely to get a good response from newspaper ads or forums like Craigslist. Caregiver recruiting today requires home care agency owners to be more active and involved in the process.  

To be effective, they need to create strategies that will help them to locate and retain the best workers. For example, it helps to develop a profile of the best caregivers.

What qualities do your best caregivers have? Look for similarities as you search for new caregivers.

 List the qualities of your best workers and look for similarities in their characteristics.

 Note how they became acquainted with your agency. Ask them what motivates them to continue working for you. 

Once you have a profile of the ideal caregiver, it should be fairly easy to create a recruiting strategy that attracts caregivers that match your ideal caregiver profile.  

Retention:

Turnover is a big issue for home care agencies. Once you have a solid team of quality caregivers, you want to incentivize them to stay on long term. Caregivers may have many options of other places to work in your community and it’s important to motivate your top caregivers to remain in your employment. 

Quality caregivers enjoy their work, so money will only motivate them so much. 

Actually, Here’s what the Home Care Pulse Benchmarking Survey had to say about the top reasons caregivers chose to work for an agency:

  • Good working environment and benefits
  • A work schedule that meets their lifestyle
  • A company that has a good reputation
  • A company that someone else recommended to them 

What steps can home care agencies take to resolve the problem?

As we know, the challenges that home care agencies face to recruit and retain caregivers are pretty steep, but they’re not too difficult to overcome. 

Based on my experience, I suggest tackling the problem by using the internet to reach more potential caregiver applicants.

There are many strategies and channels that work really well to recruit caregivers. 

Facebook and Google ads. Why? Because they deliver fast results. Facebook has 190 millions users in the US and it offers a huge demographic to target your ads for recruiting caregivers. 

Email and Text Message marketing – They’re both great because they allow you to follow up with every applicant. Let’s say you run ads, and in one month, you received 100 applicants. From these 100 leads, 50 were qualified. From these 50, you were able to hire 30 new caregivers and put them to work on your caseload right away. 

I also suggest engaging with the other 20 qualified caregivers via email and text messaging so that you have applicants in the pipeline for when you need additional caregivers to take on new cases. In this way, you’re not wasting any of the resources that you already paid for. 

I’ve seen that many home care agencies don’t use email or text messages to engage with caregivers at all. In my experience, they can be very effective.

Referral Program: I love referral programs because they’re a great and affordable way to get more caregiver applicants. I’ve done many referral programs for clients and they have really worked. The key is to define how much it costs to hire a new caregiver, and that can vary depending on the location.

Inclusive workplace policy: Do you know that 9% of caregivers self-identify as LGBTQ? It doesn’t sound like much but in an industry where there’s such a huge shortage of caregivers, it counts for a lot.

Therefore, it’s important  to have an inclusive workplace policy and promote these values.

Education: Many caregivers want to learn more about caregiving in order to get better pay. Here are some ways to attract caregivers looking to improve their craft. 

Create educational programs: Whether you’re deciding how much of your budget to allocate to caregiver training programs or trying to convince your boss to allocate more budget to caregiver training programs, here are a few things to keep in mind:

  1. Providing options for online caregiver training allows caregivers to learn at their own pace, which makes a world of difference in keeping them engaged and helping them retain what they learn.
  2. Good caregiver training programs boost recruitment. They help you build a career ladder that can be a major draw for good caregivers in the area, if you use them properly.
  3. Providing paths for caregivers to upskill helps them to stay engaged in their work and they’re likely to see a long-term future within your agency.

Well-trained caregivers provide better care to clients, who in turn become more likely to stay with your agency longer, and they’ll probably refer their friends to your agency as well. 

Honor your best caregivers: Create a caregiver of the month recognition program and honor the best caregivers by giving them something special.  It could be a gift card or something similar. Or, you could offer a certificate and take a photo of the honoree that you can post on your blog and social media platforms.

You’ll find that your best care workers are motivated by recognition, rather than money.

How can digital marketing help to recruit caregivers?

Digital marketing is a key component for hiring caregivers because it offers the benefit of greater visibility through implementing different channels and strategies to reach new applicants, engage with previous ones, and ask for referrals.

Benefits of Digital Marketing: It’s low cost, gives measurable results, offers a global reach, and helps you keep up with the competition.

Another benefit of digital marketing is that it can be measured in real-time and it can be optimized accordingly. Let’s say a home care agency is running Facebook and Google ads to recruit caregivers. After a week, the data shows that Facebook is delivering more caregivers at a lower cost. The agency could then decide to pause the Google ads or increase the budget for Facebook ads.

Can you provide examples of successful recruitment campaigns?

Of course, I have many. I’d like to focus on a few that yielded great results.

We offer Facebook ads and advertisements on job boards where we know that caregivers are looking for jobs. Everyone is looking for jobs! So, the conversion rate for jobs is good–at right about 30% from job ads.

One client that invested $3000 a month in Facebook ads to recruit caregivers got around 4500 unique clicks to online job applications. Around 1350 caregivers applied for the job. 

Let’s assume that 30% of this number are qualified caregivers, which would give you around 400 new caregivers. I dont have the exact number of how many caregivers my client hired but 30% is a decent assumption.

Another of my clients that has a lower budget invested $20 a day in advertising in a job board and obtained about 50 applicants. About half of the 50 applicants were qualified caregivers. They hired 25 of the applicants after spending only $550 which amounts to about $22 per new employee. 

As another example, one of my clients has a home care agency in a small county in California where recruiting is really tough. They invested about $500 in advertising and in an email marketing referral program. They acquired about 20 applicants and 8 of them were qualified. They also got 8 more caregiver leads through referrals from the same campaign. The cost per new hire was about $31.

As you can see, the cost of acquiring caregivers varies a bit depending on the location. Digital marketing makes recruiting more affordable regardless of your location.

Why might a senior care business consider outsourcing the recruitment process?

Recruiting caregivers can be very expensive.

MyCNa jobs reports that the cost of recruiting a caregiver in 2017 was $469 per hire.

To get the best results, it’s best to assign one or more people that are dedicated solely to the task of recruitment. Agencies also need the appropriate software to be able to advertise job positions. 

Outsourcing this task to a digital marketing agency can lower costs. Digital marketing can deliver caregiver applicants directly to your inbox by using strategies and channels that demonstrate proven results.

Sources:

https://bit.ly/3bdx7N4

https://arrow-solutions.com/top-caregiver-recruiting-challenges-home-care-agencies/

https://www.caregiver.org/pilotIntegration/indexPersistent.html?uri=%2Fcaregiver-statistics-work-and-caregiving

https://www.glassdoor.com/Salaries/caregiver-salary-SRCH_KO0,9.htm

home care industry

Perhaps one of the most challenging issues in the home care industry is finding strategies to ensure a steady stream of new prospects. With the baby boomer generation aging, home care agencies have never been busier. 

Sales tact, sales skills, and experience are no longer enough for home care agencies to be competitive against other agencies that are leveraging data in their marketing strategies. With the baby boomer generation aging, home care agencies have never been busier. 

Between the growing need for home care and strong competition, customer acquisition is a growing priority for home care agencies. To effectively keep up with the evolution in the home care industry and the challenges that come along with it, data-driven strategies are the way to go.

Challenges Associated with Senior Care Marketing

The first step in combating the challenges that home care agencies are facing is to identify them. Here are 5 key challenges that should be getting your attention:

  1. Lean marketing budgets. As the saying goes, it takes money to make money. Advertising budgets for home care agencies vary significantly based on the company’s size and phase of business development. If you’re not getting the results you’re after, a boost in your advertising budget could give you more avenues for home care marketing. 
  1. Increasing the flow of qualified incoming leads. Word of mouth and random referrals are always good, but it’s more effective to set up machine learning marketing to generate strong results from online paid ads. Email marketing also leverages automation to increase the flow of qualified leads. 
  1. Aligning your sales and marketing efforts. When you’ve clearly defined your audience, your marketers will target the right leads and you can set up a workflow that leads prospects flawlessly through your sales funnel.  
  1. Timely follow-up. When prospects are making inquiries about home care, they’re ready to buy. Inefficient processes could mean that salespeople are wasting time following up on cold or old leads. The right marketing strategies will position your home care agency to follow up on leads within an hour of the first contact. 
  1. Effectively using CRM, sales software, and machine learning marketing strategies. CRMs and marketing outreach software are big time-savers. They can help your home care agency to gather and record new data with every customer contact. Automation effectively engages prospects and customers and promotes brand loyalty.

How to Get Senior Care Leads with Digital Marketing

AI and machine learning in the field of digital marketing are core technologies that have the potential to give your home care marketing initiatives a massive boost. Machine learning gives you a distinct advantage over your competitors because it’s able to mine and organize huge amounts of data. Machine learning is a great tool for executing simple, routine tasks. It helps you to spot trends and optimize your results. It’s worthwhile to invest a portion of your budget in digital advertising. 

Here are three reasons why digital marketing is gaining in popularity:

  1. It’s cost-effective.
  2. It gives you an easy way to measure your results. 
  3. It’s easy to figure your ROI.

Obviously, you want to know that the investment you make in marketing is paying off. That concept leads to the importance of running paid search ads as part of an effective home care marketing plan. Pay-per-click (PPC) ads are a valuable way to reach your target audience. What’s so awesome about PPC ads? You only have to pay when prospects click on your ads. As a result, you’ll naturally get a higher ROI. 

In the home care industry, you’ll want most of your leads to come from within a reasonable geographic range from your facilities. The right digital marketing activities will help you to focus heavily on local searches which will lower your cost per lead. 

Another benefit of machine learning marketing is that you can leverage lookalike audiences once you’ve built a solid customer base. AI and machine learning technologies put data together to create the right target audiences which point in the direction of qualified leads. Machine learning collects data pertaining to location, demographics, and other information so you can target PPC ads to audiences matching those characteristics. Just imagine how painstaking it would be to try to sort out all that data manually! AI and machine learning save you hours and hours of time. 

Think of mining data as giving you a foundation to make good decisions about advertising. The more that you can learn about the types of people that will be searching around online for home care services, the better you can use it to establish accurate customer profiles. AI and machine learning combine data from your current target audience with interest groups and keywords to fine-tune your outreach. The algorithms automatically find new groups to display your ads. 

How to Achieve Results Faster

Due to digital transformation, the marketplace is becoming increasingly specialized. While it long made sense to manage advertising needs in-house, it often makes better sense now to partner with a marketing agency that has experience with home care agencies.  

An independent marketing agency has the expertise to bring in qualified leads and help you identify quality caregivers in efficient, cost-effective ways. An expert marketer will be able to look at your goals and objectives and develop a few strategies to help you meet them. It’s expertise that’s simply hard to match in-house. 

There is also value in working with a digital marketer like SeniorCareClicks that’s well acquainted with the home care industry. Our marketers that understand the joys and challenges of providing senior care have a good familiarity with the types of keywords and strategies that produce results and lead to conversions. Our senior care marketers have experience in setting up a well-rounded marketing process where they utilize the right personas and understand this market’s buyer journey. 

These are some of the ways we accomplish that:

  • We use current client data to feed AI and machine learning.
  • We create different audiences and run ads on different platforms.
  • We collect leads and guide them into inbound call centers.
  • Call center agents nurture leads and guide them through the sales funnel. 
  • As calls ring in real-time, call center agents can respond quickly and transfer the call to your home care agency, so you never miss a lead.
  • The call center then sends an automated email to the home care agency with all the customer details. 
  • Customers get a follow-up email a few days after the first interaction. 

Our marketing agency leads the way and keeps prospects engaged from the first contact to the conversion with a comprehensive marketing plan that sets your home care agency on the path to growth.  

Remember the Importance of Timely Calls

Inbound call centers are designed to handle large amounts of incoming calls. Our marketing agency takes a holistic approach to marketing and it has the expertise to drive lots of calls into the call center where call center agents can help prospects get answers about home care services fast when they’re ready to make a decision.

As expert marketers in the home care industry, we do much more than provide your agency with massive numbers of leads. Call center agents are trained on how to personalize calls which begins the process of building trust with customers which is so important in the decision-making process. They’re well-trained in the art of active listening, and they know how to respond in ways that assure customers they’re being understood. 

Wondering how it works in a practical sense? Let’s say that a prospect calls in and the call center agent discovers that the caller mistakenly believes they’ve called one of your competitors. Rather than correct the caller right off the bat, the call center agent will ask what they can do for the customer and guide them to the answers to their questions. The initial calls offer a good opportunity to engage customers in conversation. At the proper moment, the call center agent will clarify that the caller has actually called your agency and they’re happy to help them on the spot. 

The senior care industry is learning what other types of businesses have already discovered. Digital marketing works! Pay-per-click ads are highly effective as an inbound marketing strategy. The right strategies help you to develop detailed profiles of your target audiences and display attractive ads in online locations where home care consumers are most likely to see them and act on them in real-time. 
The best news is that you don’t have to spend hours and hours studying analytics and doing ad testing to see which strategies are the most effective. Leave your marketing needs to a digital marketing agency that understands the specific challenges connected with home care agency marketing. Call SeniorCareClicks today to learn how we use AI and machine learning marketing strategies by leveraging data from your current clients to get leads into your sales funnel and convert them expediently. 954-401-9058

ideas-for-senior-care-blog

Surely, you understand the importance of posting content regularly on your home care blog. That’s easier said than done when you know you need to post content and you’re drawing a complete blank over ideas for senior care blog content. 

Read on to learn 15 engaging ideas for home care blog content to help you post a new blog today and every week. 

How Important Are Home Care Blogs?

Senior blogging is one of the most effective marketing tools in the senior care industry. Why? Because it boosts your agency’s search engine results and improves your search ranking. Ultimately, a senior blog will help you attract new customers to your agency and enhance your branding. Considering these things, the time you invest in creating interesting, engaging home care blogs is definitely worthwhile. 

Where to Find Marketing Blog Ideas in the Senior Care Space

If you do a quick Google search for senior care or senior living, you’re sure to find a wealth of blog articles on these topics. You’ll probably find some of your competitors among the listings. That’s an important consideration because whatever is working for them will work for you as well. Take some inspiration from the listings you find and develop your own original senior blog content using the main ideas. 

15 Engaging Ideas for Senior Care Blog Content

When you’re fresh out of home care blog ideas, pick one of these 15 engaging ideas and start writing. 

  1. Take a cue from current events. Is the media reporting a significant event or advancement in the senior care industry? It’s a perfect opportunity to capitalize on it by writing a blog that demonstrates your authority and expertise on the issue. This approach establishes your agency as a thought leader in the senior care industry. 
  1. Share the strategies behind your success. Take a moment to consider what separates your agency from the competition. What are the strategies behind your success? What can you tell your site visitors that isn’t readily apparent? A blog that tells the story of your success may just be the story that converts a reader into a customer. 
  1. Blog about your mission. Your mission tells people why you started your business and what you’re all about. Create a heartwarming, engaging story about why your agency’s founders decided to start a home care services business. Be sure to highlight the problems they saw within the senior care industry and the vision they had for solving them. 
  1. Write senior blogs that describe your uniqueness. To get people’s attention you have to tell them what makes your services the best in the industry. The caregivers you employ, the people you serve, and the services you provide all offer ways to describe what makes you different from every other agency. 
  1. Post some tutorials. As people enter the senior season of life, they encounter lots of new things they don’t know. Use tutorials to inform and enlighten your prospects about the types of services you offer, what it’s like to live in an assisted care setting, or what’s involved in getting senior care services started. Almost any question that your customers have makes great senior blogging content for a tutorial. 
  1. Use storytelling to share client experiences. Photos and images only tell part of the story of your senior care agency. One of the best marketing blog ideas is to tell the story of one of your past or current clients. Use the problem and solution approach to explain the situation that brought them to your agency and how your caring professionals helped solve it. 
  1. Offer a step-by-step description of how you provide services. When you create a home care blog that describes the step-by-step process of how you developed various services, it instills trust in your readers. This type of content allows them to take a vicarious walk through your services and gain the confidence they need to move forward. 
  1. Share the creativity behind some of your best projects and programs. Did one of your caregivers come up with a great idea for a new program?  Did a community need spark your interest in creating a new project that was well-received? The stories behind your programs make great material to share on home care blogs. 
  1. Lend insight into your other administrative or business processes. The people working behind the scenes are often the steam that keeps your agency going. They’re the unsung heroes that hire special caregivers, give tours of your agency, and keep your agency financially strong. A senior blog about these special people gives your prospects an inside view of what makes your agency so special. 
  1. Shoot a video for your senior blog. A video tells a story of its own accord, but imagine how much more empowering it can be when you accompany that video with a short caption and an engaging story that provides a little more context to your video. 87% of video marketers report getting a greater ROI when using videos on blogs (Hubspot, 2021).
  1. Engage your target audience with trivia. Nothing sparks someone’s attention like a little trivia. Most people tend to find random facts intriguing. As you encounter interesting statistics and facts about senior care services, be sure to share them on your senior blog. 
  1. Answer frequently asked questions on your home care blog. If one person has a question about home care services, chances are good that other people are asking the same question. Rather than answering hundreds of emails answering the same questions, your home care blog can be a form of self-service. 
  1. Announce an event. Are you sponsoring or participating in a community trade fair? Are you having an open house so visitors can tour your facilities? Use your senior blog to educate others about what inspired you to take part in these events.
  1. Post an interview with an expert. Schedule an interview with someone in the senior care industry that has informative information to share with people looking for senior care services.
  1. Blog using concrete examples. Hypothetical stories are great, but nothing beats a real-world example of what senior care services look like in practice. 

At SeniorCareClicks, we understand how challenging it can be to come up with fresh new content week after week. Contact us today and let us take care of tackling writer’s block and develop a blogging strategy that takes creativity and engagement to the next level.

how to write a press release

Public relations plays an important role within your marketing strategy. When you want to share events or exciting news about your home care agency publicly, a press release gets the job done. It’s not one of those tools in your marketing toolkit that you use every day, but when the right circumstances come along, you need to know how to write a press release correctly.

If writing a press release for your home care agency feels foreign to you, here’s a guide to understanding the correct format for a press release, how to write a good press release, how to submit one, and where to send it to.

How to Write a Good Press Release that Gets Attention

Before we get started, it’s helpful to understand the purpose of writing a press release. Public relations is important to your agency because it helps to inform key audiences, keep them engaged, and build trust. By definition, a press release is a media communication that mutually benefits the relationship between an organization and the public.

The right media attention highlights your home care agency’s accomplishments and gives your brand credibility.

Let’s get started with three steps to attracting media attention for your home care agency:

1. Map out your story.

Make a list of your home care agency’s achievements including awards, certifications, innovative services, and notable events. Write your story using a professional and enthusiastic tone.

2. Position yourself it has the primary expert in home care services.

Press releases offer good opportunities to announce events for home care professionals like workshops and seminars. You could even offer CEUs for professional attendance. Choose topics that are currently trending in the area of home care services.

3. Develop a sales workflow.

Press releases offer you new opportunities to sell your services. Be prepared for an influx of phone calls and emails. Train you are employees that answer phone calls and emails and how they can turn inquiries into sales.

How to Format a Press Release So It Gets Printed

Media publications get requests for press releases on a regular basis. Editors and news directors get to choose the ones they print and the ones they don’t. Media outlets are keenly aware of the correct format for a press release. If yours doesn’t meet the proper standards, they’re bound to just toss it, and your efforts will be wasted.

Here are five steps for how to format a press release:

1. Create a general template for your press releases.

2. Put the words “FOR IMMEDIATE RELEASE” at the top of the page. Bold it and center it.

3. Start the first paragraph with either a dateline or the city and state where your home care agency is located.

4. Add your contact information either at the top or the bottom of the page. It should include the name of your agency, your email address, and the title of the media contact.

5. Add three number symbols (###-for a little trivia, the official term for this symbol is an octothorpe) and center them at the bottom of the page. This signals the end of your press release.

How to Write a Good Press Release: What to Include

Editors will be looking for certain characteristics in a good press release. Here are some tips for how to capture their attention:

·   Craft a title that’s simple yet engaging. Make sure it’s on topic and keep it under 10 words.

·   Use the first paragraph to summarize the content and include the most important details. Editors and reporters often stop reading after the first paragraph.

·   Wright your content in a pyramid style in the same way that journalists do. Use third-person voice and write the most important information first. Engage them with something interesting such as a photo, video, or a relevant quote.

·   Personalize your press release and either send them individually or use blind carbon copy (BCC) so they can’t see the other publications that you’re sending it to. Remember that they’re looking for news that’s current and unique.

·   Follow up with the recipients by contacting them personally just before and after you send your press release. You’ll have a better chance that they’ll look for it and decide that it’s newsworthy.

Where Do You Send a Press Release for a Home Care Agency?

As you write more press releases, you’ll have a better idea about which of them are the most viable. I’ve developed a list of some of the most common places to send a press release for home care agencies that get good results.

1. Daily newspapers. Your daily newspaper accepts online and print press releases. Start with the editor or an editor that’s known for publishing articles on home care topics.

2. Weekly newspapers. These publications may be offered in print or online, as well. Again, editors are the best contacts.

3. Magazines. Press releases for magazines are the same as for other publications. Once again, the editor is your point of contact.

4. Radio and television stations. Address your press release to the news director.

5. Bloggers and social media influencers. Use online directories and search engines to locate the email addresses of bloggers and social media influencers in the senior care space.

6. Paid distribution services. The small fee you pay for greater exposure could pay off in big results.

As another little tip, you’ll have a better chance of getting your press release printed if you send it early in the day or early in the week. The exception is if you are planning around a certain event. As for how to submit a press release, you can fax, email, or mail it in.

Press releases are a simple and professional way to get the word out about your senior care agency. If you’re still lacking confidence in how to write an effective press release, you’ll find plenty of examples online, or call on us for help.

Contact SeniorCareClicks for help on how to market your home care services and bolster your public relations efforts. Call us at 954-401-9058 to find out how we can make your agency shine!

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.

When you hear the term content marketing, it seems like it should be pretty self-explanatory. The term content marketing is composed of two simple words in the English language, but digital marketers know that there’s a whole lot behind them. Content marketing is a very important term in marketing for the senior care industry, and it covers a wide variety of marketing activities.

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.

How to Define Content Marketing?

What exactly is content marketing? When you think of the word content, you probably think of written text. That’s correct, and it encompasses much more as well. In its entirety, content marketing is actually an online marketing strategy where you can create and distribute text, images, and videos that are relevant to your business to attract a target audience. 

The goal of content marketing is to drive qualified leads to your website and convert them into customers. The challenge of content marketing is to create content that people are actively looking for and that they’re so enticed by it, they just can’t wait to learn more about it.

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. With that in mind, let’s look at how to make content marketing work to your advantage.

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. In the field of digital marketing for senior care, you have 3 basic target audiences:

  1. Recent retirees
  2. Personal caregivers
  3. Professional caregivers looking for a job

Put yourself in the shoes of one of these 3 categories of audiences, and consider the types of blog posts that you might be interested in and plug them into your content marketing strategy.

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

Articles on Alzheimer’s disease, respite care, living as a retiree, and companionship are good ways to attract the attention of recent retirees and personal caregivers. If one of your goals is recruiting professional caregivers, you might post blogs about how to get various certifications or heartwarming stories about caregiving.

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.

What Are Some Examples of Content Marketing?

If you pay attention, you’ll find plenty of content marketing examples all over the internet. While there are numerous types of content marketing strategies to choose from, we’ll focus on the most common types of content marketing for now:

  • Landing Pages
  • Blog
  • Facebook
  • Infographics
  • Videos
  • Podcasts
  • Reviews
  • Case Studies
  • FAQs
  • eBooks
  • Press Releases

Landing Pages Are a Key Senior Living Marketing Strategy

A landing page is also called by a few other names like these: 

  • Lead capture page
  • Static page
  • Destination page
  • Single property page 

No matter what you call it, a landing page is a web page that site visitors land on when they click on an SEO term, online ad, or marketing promotion. You can put almost any type of content on your landing pages including blog articles about the services you provide, informative videos, or other content about the quality of your services.

Content is important, because if people like what they read and see, they’re likely to continue browsing your site, and they’ll eventually convert.

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.

Infographics Say a Lot in a Small Space

If you’ve ever visited a website and read a colorful vertical graph splashed with statistics, graphs, and charts, the graphic is actually called an infographic. Infographics make good content or websites because they provide factual information in an engaging way. 

It takes a bit more effort and creativity to design an infographic than a standard ad. You’ll need to do a bit of research to get accurate statistics to display. You’ll also have to include short bits of content and a bit of expertise on how to use color and design to attract your target audience. You may find that it’s more cost-effective and profitable to enlist the help of content marketing services to create informative and engaging infographics. 

One of the great things about infographics is their versatility. In addition to using them to enhance your website, infographics make engaging ads for Pinterest, LinkedIn, and Instagram. Another thing to consider is that infographics lead to organic backlinking and that will strengthen your SEO strategy and establish your agency as a leading authority in senior care services.

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.

Podcasts Are an Innovative Content Marketing Strategy

If you’re not familiar with podcasts, they’re a huge collection of audio recordings you can download and listen to whenever you want. A podcast consists of a digital audio file that you can download to any electronic device. You can set up  podcasts so that subscribers receive them in their inbox automatically. Podcasts provide a convenient source of content because people can listen to them while they’re working,  commuting, or doing chores around the house. Podcasts provide an innovative way to put content in front of your target audience.

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.

eBooks: A Content Marketing Strategy that Inspires Credibility

The internet has made it easy and affordable for almost anyone to self-publish an eBook. EBooks give you an additional content marketing strategy to inform your target audience. There’s an even greater benefit of publishing eBooks. As an author of an eBook, your agency can list itself as a credible author that has knowledge and expertise in the field of senior care services.

Using Press Releases as a Content Marketing Strategy

If you have some breaking news to announce, a press release is a great way to engage your target audience. Whenever you’re offering a new service or bringing someone new on staff, you’ll want to shout the news out loud. A press release gives you an opportunity to do just that. In fact, press releases have proven to be highly effective for attracting audiences when you use them strategically. 

A press release offers a strategic way to attract readers that may be interested and a new offering from your agency and help you build a list of high-quality leads.

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.

There is no question that these content marketing strategies require an investment of your time and other resources. The best news is that you don’t have to do it alone. Why not leave your digital marketing needs to SeniorCareClicks, an expert digital marketing for senior care services? Contact SeniorCareClicks today to help you set up and implement a comprehensive digital marketing strategy for your senior care agency, and let you get back to the business of providing senior care services today.

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!