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.

Drive traffic to your senior care website

Increasing traffic to your senior care business website helps to drive business growth. By monitoring your analytics, you’ll know whether your marketing efforts to increase organic traffic are working well. They’ll give you insights about gaps and weaknesses in your SEO strategy.

All web traffic isn’t created equally. A heavy focus on quality traffic will drive the best results.  

Focusing on Quality Traffic Over Free Traffic

To increase traffic to your senior care or assisted living website, consider the two purposes of website traffic:

1. Increased traffic to your site will improve your search engine ranking.

2. A high rank drives traffic to your site organically.

If traffic isn’t creating conversions, shift your efforts toward improving engagement.

Ways to Drive Traffic to Your Assisted Living Website

It takes multiple channels working in concert to bring in lots of traffic. Your marketing strategies won’t be successful without investing sufficient time, money, and effort into tapping into various channels.

Try these digital marketing channels:

·   Email marketing campaigns

·   Social media campaign

·   Online directory listings

·   Online ads

·   Regular blog page

·   SEO strategies on your pages

·   SEO strategies coming from other sites

Google My Business

Most people search for senior living and assisted care living facilities using a Google search. Completing your Google My Business listing ensures that your listing shows near the top. Filling out your address, business hours, and other details is free and it’s sure to generate leads.

Benefits of Google My Business for Lead Generation

With a Google My Business account, you can post photos of your facility and your staff in action.

Google My Business is free for the taking and the benefits are priceless:

·   Displays your listing for relevant searches

·   Increases your branding and visibility

·   Brings more website traffic to your pages

·   Motivates prospects to schedule an on-site visit

·   Provides free testimonials

Boost Your On-Page SEO Strategy

Search engines weigh heavily on high-quality content when determining the rank for your senior living or assisted living facility website. Make sure that your blog articles and web page content is concise, well-written, and informative. Be sure to write impactful meta descriptions for your pages. Think of your meta descriptions as a sort of highly concise elevator speech.

Take Advantage of Free Listings in Online Directories

There are lots of free online directories and review sites where you can list your business. Keep a spreadsheet of all the places where you’re listed on online directories so that you can update all of them in the event of a change. Keeping your listings current gives you a better chance of getting more website traffic.

Build as Many Backlinks as Possible

When another site adds your link to their site, it’s called a backlink. Call on influencers in the senior care industry or some of your vendors to see if they’ll add your link to their site. Backlinks will yield a much larger audience and spread the good word about your senior care services exponentially. Google will reward your backlinking efforts too.

Social Media Postings Drive Free Website Traffic

Posting on social media sites is just as easy as it is free. Facebook, Instagram, LinkedIn, and Pinterest all offer you free opportunities to drive traffic to your website. Social media sites are popular places to post informative blog articles, videos, and photos of how you’re helping seniors live a quality lifestyle.

Set Up Landing Pages for Senior Care

Landing pages are web pages where you can set up offers for discounts or referrals. You could use them to entice prospects to enter their contact information in exchange for a report or an ebook. Landing pages offer a great way to capture some of the details that will help you engage prospects and keep them coming back until they convert.

Target Long-Tail Keywords

More people are starting to refine their online searches by putting descriptive phrases into the search engine box. These are called long-tail keywords. There are tools on the web that will help you find appropriate keywords to help you get the qualified leads that are the most likely to create conversions.

Start Email Marketing

If you don’t already have an email marketing strategy, it’s time to start one—it’s also free. Send out regular newsletters and throw in a special offer here or there to grab your prospects’ attention.

As a word of caution—don’t blast them with too many emails or too many flashy ads or people will unsubscribe quickly.

Guest Blog

As an expert in senior health care, you probably have a large network of people that are vested in seeing your senior care agency succeed. Ask another industry leader if they’d be willing to contribute a guest blog post to your site and offer to do the same for them. Leave a positive review for them and ask the same in return.

Interview Industry Thought Leaders

Your prospects want answers to their questions about senior care. A good way to answer them is to interview industry thought leaders and they’ll feel honored that you asked. Email out a list of questions for them to answer and get their permission to publish them. If the interview publishes the interview as well, you just got another quality backlink.

Engage Online

You won’t have to look too far to find online groups about senior care within your community and in the surrounding areas. Sign up and be active. Other members will see you as an expert on senior care. The more you engage with people interested in the topic, the more exposure you gain for your agency. Be genuine and sincere. This isn’t the place for the hard sell.

Make Mobile Responsiveness a Top Priority

Internet searchers are just as likely to use mobile phones or tablets to search for senior care. It’s essential to optimize your website for mobile devices. If they have to swipe and scroll too much, you’re likely to lose them when the time is ripe.

Check the Loading Speed of Your Site

The senior care industry is competitive. A high bounce rate indicates that your site takes too long to load. If prospects have to wait too long, it makes you look unprofessional. Optimize your pages carefully and pay special attention to your image file sizes, page structure, and plugins.

Share Videos on Your Website and Social Media Pages

Videos are highly engaging for users. It gives them a chance to see you and hear what you have to say. The senior care industry is a highly personal field and a clip of your services gives them an indication of how you provide care.

Present at Senior Care Conferences

When you present at conferences, it establishes you as an expert and a thought leader in the industry. Record your presentation or slides and incorporate them into your overall marketing strategy.

Post Content on Senior Care Online Communities

Many sites have online hangouts for you to post content on senior care:

·   Facebook groups

·   Reddit

·   Online forums

·   Quora-answer questions

Finally, the hardest part of getting higher quality traffic that’s free is just learning a few tricks of the trade. Try a few of the strategies listed here and watch your conversions increase.

reviews online

The longer you’ve been providing in-home care, the greater the chance that you’ll get a negative review somewhere along the way. Any number of issues could trigger a bad review—a problem with a caregiver, being short-staffed, a miscommunication, a scheduling error, or something else.

Everyone has an opinion and the internet gives them a forum for sharing it with others whether it’s good or bad. When you get a bad review, you might be tempted to ignore it, but it’s better to address it. Feedback can help your business grow and build trust even if you get an occasional bad comment or review.

Use a Reputation Management Software

It would be great if you had the chance to intercept a bad review before it went public. Reputation management software allows you to do just that.

Here’s how it works. You send in a review request and if a customer posts a bad online review, it will go to your email address first. That gives you an opportunity to address the issue directly with the customer. That way, only good reviews get posted.

Google My Business allows you to see reviews on your dashboard and you can set your account so that you get automatic notifications when a review goes live. Getting live updates gives you the chance to respond to bad reviews quickly.

Also, Google My Business gives you a link that you can include in email campaigns to request reviews.

Respond Quickly to Reviews

When people read a bad review, they’ll probably give you the benefit of the doubt and look for a response from you. If you don’t address negative reviews for long periods, it sends a message to the reviewer and others that you don’t care enough to be responsive.  

It’s crucial to post responses to reviews in a timely manner, especially when they’re not flattering. Be sure to address the issues directly in bad reviews. Be polite and professional, and above all, be genuine. That’s the way to minimize the impact of a bad review.

How to Respond to a Negative Review

There are a few things you need to take into account before responding to a negative review.

1. Accept responsibility for the customer’s experience with your home care services. Be sympathetic and offer a sincere apology, even if you feel the review is unfounded.

2. Give a short description of the kind of service your customers are accustomed to receiving. Respond to negative reviews by stating something along the lines of, “We strive for exceptional customer service and we’re disappointed that we didn’t meet your expectations.”

3. Part of your approach for how to manage bad reviews is to offer the reviewer an opportunity to take the conversation offline. Give them contact information for someone at your home care agency that can solve the problem or respond more fully.

4. Avoid asking too many questions or going into too many details about the issue with home care services. Limit your response to about three sentences. This will help you avoid adding fuel to the fire.

Focus on Solutions Rather than Proving You’re Right

As you consider how to handle negative reviews, it’s important to resist the temptation to prove which of you is right. In the interest of diffusing the complaint, just let it go. Redirect your approach toward solving problems and finding some common ground. That’s the best method for how to answer reviews so that everyone wins. Your aim should be to move forward in a way that shows you care and rebuilds the trust that was diminished along the way.

Don’t Just Wish It Away and Forget About It

Don’t talk yourself into believing that bad reviews won’t matter if you don’t respond to them.

Bear in mind that the reviewer was upset with your service when they gave the review. The best thing that you can do is to acknowledge their concerns directly and do your best to resolve them. The reason people post reviews is that they want to be heard and know that they have value.

Most people will give you credit for meeting the issue head-on and not side-stepping it. Honesty and humility go a long way when your home care service didn’t meet a client’s expectations.  

Express Empathy Using a Sincere Tone

The nature of service industries is such that it’s nearly impossible to please all the people all the time, even when you’re doing your very best to provide top-quality home care services. You won’t always be able to solve past problems.

Bad reviews sometimes reflect someone’s need to vent rather than to place blame. They simply want to know that someone in a position of authority cared about their feelings. That’s especially true in the home care services industry because of the personal nature of caregiving. You may be able to overcome a bad review by being sincere in your responses and always expressing empathy.

A Little Good-Will Goes a Long Way

There will be times when it makes perfect sense to give unhappy customers a little something extra. It’s easier to win certain customers over by offering some concessions in the way of free services or a discounted rate. That’s not to say that you have to offer some form of compensation to everyone that gives you a bad review, but under the right circumstances, it can be meaningful.

Negative Reviews Improve Your Services

While it’s always difficult to read a bad review, it’s important to view it from the perspective of the customer. Try to be objective in your assessment of the review. Even if you think it’s unfounded, there may be a vein of truth to it. The truth can be masked in negative reviews, so take them seriously and address the situation that triggered the complaint. Take this as a red flag that your agency may have some areas that need improvement and take action.

No company is perfect all the time. When you have 100% positive reviews, some people will think they’re too good to be true. Customers expect to see a mix of comments and ratings. A few negative comments sprinkled in with all the good ones assures customers that your agency is legitimate.

social media to grow your home care agency

A digital marketing campaign today isn’t complete without a social media presence. More people are active on social media every year. That’s a viable reason for using social media to grow your home care agency. Rather than writing random posts on Facebook, Instagram, and posting a few images on Pinterest, your time is better spent on developing an effective social media plan and setting specific goals.

Some of the social media goals you might set are:

·   Gaining followers

·   Boosting your brand

·   Viewing your agency as the expert in home care

·   Recruiting caregivers

Once you’ve identified your plan and your goals, it’s time to learn how to use social media effectively.

How to Use Social Media Effectively

Perhaps the most challenging part about developing a social media strategy is setting your goals. Consider the types of goals that will inspire people to engage with you in some fashion—getting likes, gaining followers, commenting on your posts, and visiting your website.

Here are some social media tips that will attract attention on social media:

·   Clarify and define your brand.

·   Write a captivating bio of your story and mission.

·   Set up an editorial calendar and schedule your postings.

·   Post consistently-your followers will be looking for weekly posts they like.

·   End your posts with a strong call to action to increase conversions

Social Media Marketing to Acquire Clients

Just as you beautify the outside of your home health care agency to draw the attention of people within your community, it’s equally as important to make your social media marketing strategy attractive as well.

You have multiple options for inviting people to get to know more about your caregiver agency through social media. It will take a bit of time and effort before you meet your goals, so plan to get started with the following types of posts:

  • Posting blog articles.
  • Setting up events and posting them online.
  • Creating videos to post on your website and social media platforms.
  • Announcing awards for home care services
  • Celebrating your caregivers.
  • Posting upbeat and inspirational messages.
  • Sharing Videos reviews of happy clients
  • Collecting reviews in Facebook

How to Use Facebook

If you use Facebook for personal use, you’ll really like learning how to use Facebook to take advantage of social media.

Recent statistics show that Facebook has over 2.7 billion active users. According to Hootesuite, about two-thirds of people check out local businesses on Facebook at least weekly. You can even learn how to use Facebook live to post videos of your events in real-time.

Marketing on social media requires a softer sell than other forms of marketing. Facebook users expect it to remain a fun place to hang out. Too many sales post without engaging people in a conversation are a turn-off. The way around this is to post something every day or every week and post promotions occasionally. Use pictures, photos, and videos in your posts to attract comments and likes.

Ask a question to get some comments rolling. Be sure to respond to questions and comments in a timely manner so followers will keep coming back to join in on the conversation.

Use Facebook’s pop-up messenger to ask visitors to your Facebook business page two or three questions. It will tell you why they came to your page and give you a chance to engage with new prospects in real-time.  

Promote your Facebook business page on your website, business cards, letterhead, and other forms of media to maximize its potential.

Also, be sure to check out Facebook Insights, which is the back-end analytics on your business page. It provides valuable data about the characteristics of your target audience that you can use to enhance your overall marketing plan.

How to Use Twitter

If you’re interested in how to use Twitter, a few quick tweets on a regular basis will tell people within your community about all the wonderful things that are going with your in-home care services.

To set up your business Twitter account, create a Twitter handle that incorporates your company’s name so your followers can find you easily—for example, @ABChomecareagency.

You’ll also need a header, which is your background image. You can use a photo of your location, staff, a caregiver on the job. Add a profile picture, which could be a photo of your CEO or your logo. Choose this image thoughtfully as it will accompany your tweets and interactions.

You also have the opportunity to include a bio using 160 characters or less. Use your mission statement for inspiration. Input your company website’s URL to direct traffic to your site. In the section labeled birthday, put your company’s founding date.

How to Use Pinterest

Pinterest is much like having a bunch of different bulletin boards, each with a different topic, and being able to share them with your prospects and referrals. Pinterest provides a place to connect with followers and influencers. It gives you the chance to show them the benefits that you provide as a reliable in-home health care service, rather than tell them about it.

Pinterest is the fourth most popular social media platform in the United States and the number of “pinners” is growing rapidly.

To extend your social media reach even further, you can connect your Pinterest account to your Instagram and YouTube accounts. You can run ads on Pinterest and collect contact information for follow up and adding to your list of prospects. Add a Pinterest tag to your company website to direct interested prospects to photos of your caregivers in action, informative articles, and interesting videos about in-home caregiving.

How to Automate Social Media

Unless you have the budget to hire a marketer to post on all of your social media platforms on a regular basis, it will be hard to find the time to post every day on social media. There is a better way for how to use social media wisely. That’s by using other programs to automate your stories and postings.

Your editorial calendar is your guide to when your postings should go live. It’s not possible to automate all postings, but certain tools will streamline the process of posting on social media.

Here are some of the tools that you might want to use to automate your social media postings:

·   Hootsuite

·   Ganto

·   Buzzsumo

·   Sprout social

Social Recruiting

Lots of caregivers are searching for jobs on social media platforms which makes it a fantastic place for social recruiting.

There are two ways to post help-wanted ads of Facebook. If you have the budget for it, you can use the Facebook feature called “create a job” and it will intuitively walk you through the process of posting a job them you boost the post following Facebook guidelines and choosing the right demographics. You can also share your job posting on Instagram, Pinterest, and other social media platforms. It is recommended to pay ads to recruit caregivers.

Finally, be sure to respond to messages and comments in a timely manner. Offer up a soft call-to-action on a regular basis to keep them engaged. Social media platforms present opportunities for growth and engagement which will yield some great connections and conversions.

local seo for senior care business

Potential clients for senior care live right within your community. When you learn how to improve your local SEO, the right digital strategy will put them right in front of you. Internet search engines have become the “go-to” place for locals to check out care for seniors. Internet visibility is vital to let people in need know that you’re available and willing to help.

Why use local SEO, or search engine optimization? It’s a strategy that incorporates the kinds of keywords that people looking for to find senior care in your local area.

Much like how to plan general SEO strategies, how to improve local SEO is similar, but it focuses on the target audience within your local geographical area. It’s an ideal strategy for your senior care business to draw their clients from within your regional area.

Using keywords that mention cities and towns near you will attract seniors that need care in your area. Their families may also be searching for senior care on the internet because they want their senior relatives to be close enough to visit and be available for emergencies.

Local SEO for Senior Living Facilities

The care and attention that you’ve put into your Assisted Living Facility show by the way you maintain your grounds and by the welcoming interior that greets your visitors. When you make a similar effort to develop a local SEO strategy, the people living in your area will be able to find you easily when they’re doing a search online for assisted living in (zip code) ( near me) ( city), etc..

There is great value in learning how to improve local SEO.

Why Home Care Agencies Need Local SEO

There are important reasons to learn how to rank on Google maps, especially if your home care agency uses multiple offices in different geographical areas. Keywords that include names of local towns and cities will drive internet traffic to each facility.

Read along to discover local SEO tips that work.

How to Optimize for Local SEO

To start the process of learning how to rank on local SEO, you’ll need to get familiar with some digital marketing terms and their meanings. These are the strategies that will help you get the most out of your local SEO efforts to draw traffic to senior home care agencies, senior living facilities, and nursing homes.

·   Local link building

·   NAP

·   Google my business

·   Reviews

·   Location page

·   Citations

GMB Optimization

GMB is an acronym for Google My Business. Google set up this platform for businesses to advertise their locations and contact numbers on Google search and maps, but it doesn’t happen automatically. You need to go into Google My Business and claim the physical location of your senior care agency. There you can create a business listing and when someone does a search, it will be shown on the front page of Google. You’ll be able to add a photo of your facility and contact information including your hours of business.

By creating a Google My Business listing, Google will also put your business on Google Maps. These listings will boost your SEO efforts and increase visibility with search engines. Other platforms, like Facebook, also give you opportunities to claim local business opportunities.

Local Link Building

Link building is a strategy that will enhance local SEO. A backlink is when another website mentions your site and links it back to your website. In a sense, it’s like an endorsement or referral from the website that carries your link. Search engines view backlinks from other businesses within your industry as relevant items when ranking your home care agency in search engines. Large local businesses are sure to rank high in search engines when other area businesses also link back to your website.

NAP

NAP is an industry term for name, address, and phone. A simple thing that you can do to improve local SEO is to keep your contact information consistent and identical across all online business listings, social media platforms, and citation listings.

Review Collection

Google reviews are a valuable resource for people looking for evidence that your home care agency provides kind, compassionate care. That’s a good reason to encourage current clients to leave you a good review. The second reason to strive for lots of good reviews is that Google views reviews as important criteria when ranking your listing.

By encouraging satisfied customers to give you a review, seniors or their adult children will have the motivation that they need to consider using your agency for senior home care. Five-star reviews are a good reflection of your reputation.

Local Page

Home health care agencies that have several locations within the state or across the country can increase the local SEO performance for each office by creating dedicated location pages for each office. Doing this may give you an edge over your competition because your competitors may not be doing it. By having local online business listings for each location, it brings localized customers directly to a particular office and you get the added benefit of highlighting job openings in the same area.

Citations

Citations are similar to business listings. Essentially, it’s anywhere that your NAP is listed online. Some of the places that you might find citations are:

·   Listing directory

·   YellowPages-style listing

·   Business profile on social media (Yelp, Facebook, etc.)

Structured vs. Unstructured Citations

When you’re working on your plan for how to do local SEO better, try to make the most of citations by setting up postings for structured and unstructured citations.

Structured citations take the form of formal online directories that allow you to input your NAP and other information like hours and a few details about your company.

Don’t overlook the benefits of creating unstructured citations as well. These entries take the form of mentioning your business’ NAP and other information on other sites like:

·   Blog posts

·   Websites

·   News sites

·   Wikipedia

·   Anywhere else that Google deems to be a quality source

Post Local Events on Online Calendars in Your Community

People in your community love coming to events, so why not consider hosting one of your own? When you advertise a community event such as a health fair or job fair, Google views it as a quality backlink from an authoritative source to your site, which improves local SEO. As you promote events through social media and other platforms, you get even more quality backlinks.

News outlets often have online calendars of community events and this is yet another excellent place to advertise your event and get a few more online mentions. It’s a great SEO strategy even if few people see your NAP on a community calendar.

A Digital Expert Is the Key to Simplifying SEO

The fact that Google is always evolving is to your benefit because it continually gives you new opportunities to tap into your target audience.

The problem with a digital landscape that’s continually changing is that it’s difficult for business owners to keep up with it and still meet the daily demands of their businesses. That’s why hiring a digital marketing professional can be one of your greatest assets. A professional marketer is current on the latest local SEO strategies which will get your business listed on the Google maps local tri-pack, which highlights the top three local businesses during a local search. Investing in an expert marketer will continually give you more online exposure for local SEO which is the ultimate key to getting more customers and give you a formidable edge against the competition.

COVID-19 has drastically changed the way we live and work, but it pales in comparison to the harmful effects it has brought to our elderly population.

The pandemic forced businesses within every industry to spring into action, quickly reinventing themselves to stay afloat. Some businesses adapted more successfully than others, and the marketplace separated the winners from the losers. Despite the fear the virus has created, some industries have discovered new opportunities among the chaos. Sparked by the desire to help people find relief in these trying times, the senior care industry has risen up in response to the call to help keep seniors safe and healthy.

As we support senior care businesses with digital marketing with the goal of helping seniors and their families connect with the care they need, I wanted to reach out to experts in the senior care industry to learn more about how they were adapting to the challenge that COVID-19 has brought into our world.

The senior care industry has relied on traditional marketing strategies for decades. Most senior care agencies are still putting their faith in printed collateral material, magazine ads, and paid advertisements in local newspapers to continue building their businesses. While it’s possible to have some success with print ads and in-person sales calls to retirement communities, those aren’t necessarily the best strategies for getting referrals.

In today’s world, it’s vital for senior care agencies to have a digital presence. If we’ve learned anything from COVID-19, it’s that the world continues to change and evolve, even when we become static and hang onto outdated marketing practices. The pandemic has demonstrated that it’s prime time to bring the senior care industry into the 21st century, from a marketing perspective.

Franchises within the senior care industry have led the way by taking advantage of the great value that various digital marketing channels offer. Senior care agencies that are resistant to making the switch to digital marketing are missing the new opportunities that COVID-19 have brought right to their front door.

In light of recent developments, I decided to reach out to CEOs, owners, marketing directors, and industry leaders working in the home care and assisted living care industries to ask them this question:

“What is the impact of COVID-19 in the senior care industry, and what role does digital marketing play in it?”

Their answers were nothing short of enlightening.

Heather Freemont– Cleveland/Akron, Ohio

Vice President Marketing, Regional Director of Operations


Digital Marketing has always played a significant role in how we connect with seniors, but during this pandemic, it has become apparent just how indispensable its role is both within our operations and the overall Senior Care industry. With COVID-19 came a complete shift in the ways through which we connect with seniors, forcing us to quickly adapt and pivot our approach in various aspects to accommodate the challenges presented during this unprecedented time.

Among the largest difficulties were the limitations posed by social distancing and isolation. Without the ability to physically tour seniors through our communities and have them experience the renowned amenities, programs and culinary offerings firsthand, we quickly transitioned to using digital means including slideshows, electronic brochures, videos, Facetime tours, meal drop-offs and photos to demonstrate the newly-created engagement opportunities offered at our communities. Recognizing the challenges posed by visitor restrictions, we helped supplement family visits by developing a plan to facilitate virtual visits through the introduction of 12 iPads at each community and the creation of electronic newsletters, email letter templates and quadrupled social media postings; all with the goal of keeping loved ones connected and up-to-date with one another despite the distance.

We quickly adapted our website and other communication streams to make health and safety resources readily available to families and to deliver pertinent updates and information on our practices and protocols of safety, sanitation, infection control and prevention. To bolster our commitment to being a resource for seniors and their families, we increased email marketing and created various electronic booklets, tip sheets, blog posts and guides to help seniors navigate COVID-19-related concerns, encourage a continuously active and healthy lifestyle and mitigate a variety of other challenges faced during this time. Our consumer-centric marketing and sales approach became more focused and important as we increased our education and support groups and offered online classes and stimulating and engaging programs virtually.

While many providers chose to completely stop or halt their marketing efforts, we did quite the opposite. We doubled our PPC and increased all of our digital campaigns to have a large reach in the community, knowing that many seniors were in serious need of our support and assistance during this challenging time.

Lucie Barry-Punches– San Diego, California

Director of Social Media Digital Marketing


The impact of COVID-19 in the senior care industry has been tremendous and it has altered marketing while keeping the basic principles the same. Marketers will continue to build strong relationships and establish trust, but must adapt and utilize alternative methods. The role of a Digital Marketer has become more prominent and integrated and we continue to be more strategic.

While not conducting in person tours, and instead sharing digital tours either by text or email is more responsive. This gives families the ability to share information amongst themselves. Due to the pandemic, prospects are no longer able to drop in when the sales teams could accommodate. By bridging the physical gap and reaching those in the comfort of their homes, we are able to share with more prospects in a more efficient manner. By virtually sharing video messages and directing prospects to our content-rich social media pages, we are able to share the true heartbeat of our communities.

All marketers, but especially those in senior living, have had to reevaluate past strategies and creatively come up with a “new normal.” When strategic with social media posts, we are better able to provide a more comprehensive window into each of our communities’ daily happenings. Those who did not see the value or know how to utilize Facetime, Zoom, Google Duo and social media to their advantage hopefully do now!

While the strategies may have changed during COVID, the people building strong relationships and establishing trust have adapted.  

Carey Lingenfelter Fayetteville, Arkansas

Chief Engagement Officer


This pandemic has certainly developed this unprecedented time in all our lives. The impact of staying home has been felt by many. The anxiety and pressure most of us have felt is similar to the silent pandemic of social isolation effects we’ve seen in the Senior Care industry for the last 25 years.

At Home Instead Senior Care®, we have been enhancing the lives of aging adults and their families by providing companionship, personal and memory care services. We provide the services that enable our most vulnerable population to stay safe, independent, and secure in the comfort of their own home. Most of our clients are in their 80’s. Many of them have multiple chronic conditions and about 2/3s of them are managing some form of dementia.

Although there may never be a full replacement of the type of personal, in-home, human touch care that we provide, we have been pioneers in the virtual visit space. Our current movement toward transforming care delivery by including virtual care capability has been validated during this crisis. We have been very focused on innovations in technology to continue those enhancements and provide the highest quality of care.

With our Integrated Care approach, we have utilized GrandPad technology to have a direct connection with clients in their homes. It combines highly personalized, traditional CAREGiving with the high-tech features of GrandPad. Virtually connecting them to their loved ones and our staff. Reducing the effects of isolation, reducing unnecessary risks and increasing the speed of care delivery.

We have leveraged our social networks to create a community call to action, “Ready to Care”.  Focused on making the world a better place for seniors, Ready to Care is a social media platform designed to inspire care through small acts of kindness for seniors.

We feel that our marketing efforts should ensure that Home Instead Senior Care® is top of mind to anyone considering home care. Now more than ever, a comprehensive marketing strategy that includes online components (e.g., social media, SEO, SEM, PPC, email, text, blogs, banners, PPC, etc.), will enable us to continue our community outreach and direct networking.

Pedro Gonzalez Soto M.D. FAAPMR Tampa, Florida

Owner/President


What’s the impact of Covid19 in the Home Care Industry and what is the role Digital Marketing Plays?

Coronavirus outbreak will impact almost every aspect of how homecare businesses operate and, most importantly, life as we know it. It has made us aware of how vulnerable and human we are. However, with my experience and knowledge as a doctor, I’m confident that if we provide proactive type care, our industry will thrive.

Our mission is to support more patients at home amid nearly nationwide stay-at-home orders. The question now is, how do we protect our seniors during these difficult times we are living? While there’s not a simple answer to this question. It’s crucial to follow all CDC and WHO guidelines while finding ways to assure patients, families, and our referral partners that we are implementing all of our COVID19 protocols and that our caregivers are working in an environment that they feel safe.

Older adults are among the most vulnerable, and unfortunately, that’s our reality. Families are concerned about the safety of their loved ones and how to reduce the risk of exposure. To support and care for more patients at home, it’s vital to have a strong marketing and online presence. Many people are still working from home, which gives them time to do more research. Being active on social media is key to our business. Clients want to know what we are doing daily to care for their loved ones; it’s our time to connect and educate about the benefits of Home Health Care.

I think home health care has enormous potential to help in the COVID-19 crisis. Older adults that are going without care are likely to see some deterioration in their condition, which may require emergency services and hospitalization. Having a passionate caregiver will give our elderly continuation of care, and it can help keep patients away from the hospital and minimize the risk of contagion.

Mike Miller – San Diego, California

Owner at Home Care Service


Covid-19 has changed a lot in everybody’s lives. The most affected are our seniors and their families.

This pandemic has increased the need for help to keep seniors safe. The nursing home crisis has added to this need because many families have decided to bring their loved ones home. With parents homeschooling kids at home, the need to hire senior care services has skyrocketed. The fact being that we can’t conduct in-person sales has created an immense need to implement digital marketing strategies that align with the current needs. We have started to work with a digital marketing agency that focuses on the senior care industry only because we feel that is not a better time to invest in marketing than now. The digital marketing strategy for At Home Care Service is the following:

Create a new SEO friendly website with a clear message for seniors and their families. It is key to communicate clearly that we are here to support them in these difficult times. We also stated that our caregivers follow CDC protocols and we are more than prepared to assist them. Our website features a landing page- funnel where we offer an ebook to generate leads. We will acquire new clients by running a hyper-targeted Facebook ad to send traffic to the landing page.  An email marketing campaign with automation will follow the leads in the funnel of sales and we will also call them as soon as we get them. Due to the lockdown, we know that people are looking for services online. Furthermore, the agency that we are working with has proposed to focus on local SEO to boost our presence in Google Maps. This makes complete sense for us. We are also adding blogs and acquiring links to boost overall SEO. Therefore, we are confident that with this digital marketing strategy we will be able to increase our sales by assisting people in need of home care services in San Diego. 

It is common that the decision-makers in the senior care industry were neglecting to accept the need for digital marketing and relying on traditional marketing only. Now, due to the pandemic and the loss of human touch, Digital Marketing has become a huge need and a great way to connect with potential clients in order to grow our business.

Roger L. Benedetti, RPh, BPharm – New Jersey

President


COVID-19 impact on the Senior Care industry was sudden, changes had to be made immediately, and were not anticipated when planning the budget. Some examples include:

• For both clients and caregivers, many resources, including money and time, were spent locating and putting protocols in place for:

• Personal Protective Equipment (PPE)
• Personal sanitization supplies
• Testing such as temperature equipment and supplies

• Technology changes in business operations: 

• Establish teleworking capabilities
• Migrate to virtual meetings for client assessments, registered nurse supervision, as well as for interviews to hire caregivers
• Conversation to electronic/digital forms
• Software enhancements to record and document employees health screen prior to start of work each day
• Emails and website updates to inform of company’s COVID-19 polices and procedures

•  Personnel costs:

Additional employee training to ensure compliance with state and federal CDC guidelines
• Increased payroll burdens related to paid sick, medical, or family leave
• Staffing issues that could only be solved by paying a premium or overtime to existing employees

• Hiring new caregivers, already extremely difficult normally, was make even more challenging by:

• Potential employees making more on unemployment than by working
• Fear of catching the virus while working in a health care environment

•  Property Expenses incurred while business office was closed or unoccupied: 

• Rent
• Utilities 

Most of the above was part of the immediate focus to mitigate infection risk while still ensuring providing reliable and safe care. However, it was also important to not forget about changes in sales and marketing efforts:

Sales visits with potential new clients were shifted to virtual meetings

Marketing representatives were restricted from rising key accounts in person

This lead to changes in marketing practices, such as doing inside sales and increasing digital marketing efforts (website, SEO , blogs, social media, etc.)

Douglas Kennedy – Swarthmore, Pennsylvania

Marketing and Communications Coordinator


COVID-19 has prompted digital marketers and communication experts to take a step back and think about how we communicate to both our patients and our employees. The senior care industry at large is now looking to develop sustainable home care, which provided a solid safety net for those in the senior care industry who wanted to receive quality and professional services in the safety of their own home. The way we provide transitions of care in the age of COVID-19 has shifted, with home health care at the center of the conversation.

•  As a digital marketer, the primary responsibility is to tell a story and invite others to be a part of that narrative with your company, in my case Blessings4Ever. You invite clients and patients to join you, not just to receive services, but to unite with your purpose and benefit as a result. COVID-19 has caused every marketing expert to go back to their mission and vision. All your communication, messaging, and content has to revolve around those two things. When everyone asks, “How did Blessings4Ever handle COVID-19?” then there is a story to tell that fulfills a mission and casts an overarching vision, and people are inspired and feel safe joining you on the journey.

Francis LeGasse – Denver, Colorado

President/COO


Covid-19 challenges the senior care industry to exam our current practices and ideas.  With the emergence of the first nursing homes over 50 years ago, many in the industry attempt to beautify or create a resort style living.  The Senior Care industry is more enamored by the building and grounds itself and less with care models.  Covid-19 highlights the importance of care.  The forward thinkers must focus on high quality care models along with a beautiful environment.  Further, it highlights the importance of highly trained staff who are not only skilled but compassionate.  Leaders are emerging who will disrupt the status quo senior living.  For those of us who push the envelope on creativity, we are at a tipping to truly shape and alter the way we age.  No longer will our older adults have to just accept the way we but be active in designing and implementing the new care models.  Care is the most important aspect!  

Additionally, Covid-19 gives the industry a moment of pause to truly ask the question; should we have 100 plus older adults living together? This is both a practical and philosophical question to answer.  Are we doing more harm by segregating and isolating those who are aging? Should we be working to create an inclusive community that meets the physical care needs but also the emotional and social? The time is now to challenge are views of aging.  Leaders in Senior Care must do more for our older adults by having thoughtful discussions that lead to meaningful action. Discussion without action is fruitless.  Leaders must focus on action in order to have a positive impact on the way we age.  Now is the time to ignite hope for our older adults! 

Role of Digital Marketing

An untapped arena for those in aging services.  Our ability to accurately connect with our prospective residents and their families is second to none.   Our targeting capabilities through ads and media is critically important to showcase the level of care.  It truly is an underused area of marketing but also one that must create stories.  Our mission on social media must be one to connect and highlight the love and compassion for our older adults.  The senior care industry must create thought provoking content that connects with the viewer.  Senior Care must not highlight the beauty of the facilities but the positive impact it can have on our residents.  We must shift from an industry highlighting the resort style living to an industry focusing on the people we impact. In the end the experience we provide for our clients and residents is what matters.  We must never forget our services have been selected to provide care for someone’s best friend! 

Beth Moeller – New York City

VP Marketing and Sales


Covid-19 has significantly impacted the senior care industry in terms of food, engagement (in terms of enrichment and health status)  and hourly care.

Food: With many senior centers shuttered, the main meal for many seniors was eliminated….much like school age kids are dependent on in school lunches.  This is why at the outset of the pandemic, The Griswold Home Care’s Foundation focused donations on helping our communities address meal insecurity for seniors. Interestingly, each town has organized differently to get their seniors the groceries and meals needed for sustenance. 

Engagement:  Senior living facilities are still figuring out the right balance between quarantines, social distancing and community engagement.  I’ve heard of cognitive decline and increased social anxiety in the senior living facilities as communities strive to keep seniors safe.   Beyond the walls of the senior living facilities, while many in our society are turning to digital solutions for stimulation, our oldest seniors at home are not technically inclined to take advantage of these offerings. Further, hearing impaired seniors are having a hard time with senior center remote learning activities and hearing others behind their masks so there is feeling of increased isolation. This is why our agency has focused care plans and community calendars offering ideas for engagement of the mind, body and spirit and offers focused on non-digital activities to elevate the daily experience.

Health Status: With risk of contagion from hospitalization, our HandOff remote health monitoring application in the hands of our caregivers has been  a game changer for its ability to spot and proactively address potential health issues.  While HandOff has been a differentiator outside of the Covid Pandemic, it has been especially important in helping our most fragile seniors remain safe at home. In that the results are visible to approved stakeholders, it has also helped families retain peace of mind that loved ones they can not visit are well cared for.

Hourly Care:  Our live in care contracts are strong and hourly care is just beginning to rebound. Of course, there was reluctance to expose clients and caregivers to variable living arrangements.  Our digital lead cultivation efforts continue to focus on live in. With the caregiver shortage due to school age kids at home, risk of contagion and generous unemployment practices, we have also leveraged digital marketing to recruit staffing. 

David Wigodner – West Palm Beach, Florida

 
Regional Director of Business Development


The impact of COVID 19 in the senior care industry has been comprehensive and affected everyone. Some have seen tragic outcomes like Assisted Living and Skilled Nursing facilities who were at the epicenter of the Covid-19 pandemic and saw catastrophic results. Numerous Homecare, DME and other providers that support the senior population saw decrease in referrals, census, revenue, and many have had to close permanently or look to be acquired. As a result, the landscape of senior care and the way people think about retirement has been changed. People want to remain at home where they are comfortable, familiar, and not confined. Caring People has been able to adapt with progressive strategies to assist our clients and the community with initiatives that allow them to receive care and services in the comfort of their home. Our Caring On Demand, Care Management and SNF to home diversion programs are just a few that allow them to age in place and get the support they need. 

The impact of COVID 19 has also played a vital role in the increase and importance of digital marketing in the senior industry. The days of walking in a hospital, SNF, ALF or even a physician’s office like we did pre covid are gone and might not return. The expanded hurdles on face-to-face business, create enormous challenges and the businesses that can pivot quickly and leverage digital marketing will survive and grow. With uncertain times, social distancing and people working remotely the use of digital strategies, incorporating a fresh website, social media campaigns, SEO are critical to reach referral sources, clients, and new customers. 

I greatly appreciate all the contributions I received. I invited over 30 leaders in the senior care industry to be part of my expert roundup. Many showed interest initially, but they ultimately opted not to participate. This wasn’t overly surprising considering the senior care industry is still getting acquainted with the benefits that digital marketing can offer their businesses.

Whenever I’m invited to contribute information about digital marketing in the senior care space, I always accept. As a marketer, I believe in the power of building a brand using an online presence.

There’s no question that the onset of COVID-19 has had a major impact the world over. Companies that would never have considered allowing their employees to work remotely under any other circumstances, adapted abruptly. As challenging as it’s been to change the entire business model they’d become so comfortable with, large numbers of companies managed to do it successfully. They relied heavily on technology to stay connected with employees and customers.

Senior care agencies that fail to embrace digital marketing during this time of unprecedented opportunity are bound to fall behind the competition. The pandemic has highlighted the benefits that digital marketing offers to senior care agencies to help them reach their goals of helping others by growing their businesses. Senior care agencies and assisted living facilities will still likely welcome sales calls, especially if salespeople are willing to wear a face-covering as they arrive. However, such agencies are missing the thousands of potential leads of people that are using electronic devices to search for “home care services near me”, “assisted living facility in Brooklyn, NY”, and other related search terms.

In the interest of helping senior care agencies help others during this crucial time of need, I’m dedicated to educating the industry that I care so deeply about on how they can use digital marketing strategies to maximize the potential to grow their businesses while serving their communities.

hiring caregivers

For hiring and recruiting caregivers during times when it’s a top priority, you need top marketing solutions to fit the bill. Every caregiver agency is facing different circumstances. While you have access to several communication channels for recruiting caregivers, they’re not all equally useful. Certain marketing channels will benefit caregiver agencies than others. 

How can you be certain that the communication channels you’re using are reaching your target audience efficiently? The people that you’re looking to hire may be of a different generation than managers that stem from the baby boomer generation. That’s an important concept to consider because Gen X and the millennials are typically influenced by different communication channels than the baby boomers. 

The most recent generations are characterized by being active on social media platforms like Instagram and Twitter. They’re not apt to be looking for ads in the classified section of the local newspaper. Today’s job seekers are scouring the internet looking for their next employer. You’re better able to find the most skilled caregivers by tailoring your marketing strategy for recruiting and hiring around the channels that your target audience uses daily, rather than the ones that you have the greatest comfort level with. 

This article provides as many ideas as possible so that you can make your own decisions about the types of communication channels that will yield your agency the best results. Getting stellar results takes a bit of time, but don’t worry too much. It’s easier than you might think.

To continually refine your process, it’s important to track the following data for each channel:

  • Cost-per-hire
  • Number of applicants
  • Turnover rate

Consider the following options for communication channels that you can use for home care hiring and recruiting solutions to get new hires:

  • Organic traffic through social media outlets
  • Paid ads through social media outlets
  • Google ads
  • Email marketing
  • Online hiring platforms and job boards
  • SEO for caregiver recruitment
  • Referral programs
  • Open houses for caregiver recruitment
  • Caregiver training events
  • Hiring automation platform for recruiting

Organic Social Media 

A strong social media presence is your key to hire more caregivers. Facebook ads for hiring is resource where individuals in the generations that you want to hire will see every day. 

Facebook ads for employment allows you to set the geographical location of where your future employees reside. Posting jobs every day on your company’s Facebook page is a valuable way to attract caregiver talent. The job features only allow you to post one position at a time, but your post can work in your favor when you attract lots of followers because it will give you organic visibility. 

You can also run your posting as a Facebook ad to target potential recruits. Facebook automatically fills out the application with the jobseeker’s profile which allows them to edit it as necessary. 

Instagram is yet another social media platform that you can use strategically to hire more caregivers. You might consider running a contest asking your followers to tag others that might be interested in a caregiver job offer. You could offer a gift card to them for their efforts. People love contests and free rewards. They’re a great way to help you increase engagement on your social media pages and build thousands of followers. The more that you can build the momentum of the buzz about your jobs and your company, the more likely you will be to attract caregiver recruits. 

Paid Social Media Ads

You have two options for posting paid Facebook ads. 

  1. Boost a post 
  2. Create a paid campaign to promote your job post

Facebook also owns Instagram and it uses the Facebook Ads Manager for ad posting. If you’re interested in segmenting your audience further and tracking analytics, Facebook Manager is a better option than boosting a post because it gives you more call-to-action options. Click on Facebook Ads Manager where you can set your ads up according to your marketing plan. 

Facebook Ads Campaign to recruit caregivers

If you plan to have your staff run Facebook ad campaigns, they can take an exam to be certified. The Facebook Blueprint Certification for advanced-level proficiency in running ads on Facebook’s platform.  

Once you get into the Facebook Ad Manager, you’ll need to clearly define your target audience. Shoot for the broadest audience possible while setting reasonable parameters to attract those that you want to apply.  The placement feature is something you should give careful consideration to. Your selection tells Facebook where to place your ads on Facebook and Instagram. 

I find that the most reasonable budget for small-to-average home care agencies is between $350-$500 per month. That might sound high, but you’ll likely get a good return on your investment. This kind of budget works well for more than just recruitment ads. In my experience, Facebook ads are the most cost-effective way to recruit caregivers. I’ve run many ads on Facebook for recruiting caregivers for clients and the results have been nothing short of amazing. 

Case Study

Google Ads for Recruitment

Google ads give you another top opportunity to identify and engage with potential caregiver recruits. Google’s platform offers extraordinary options for creating hyper-focused ad campaigns. When you set the right parameters, you’ll find that their platform will attract caregivers within certain cities, towns, or zip codes. You can even set a parameter for a specified radius from your facility. 

To maximize your efforts, make certain to spend some time doing keyword research. Your job seekers will likely be putting things like HHA, CHHA, or CNA into the search box when they’re looking for a job. 

To get the most clicks, write great ad copy using clear and simple language. Google ads work similarly to Facebook ads in that you pay for every click. If you have a high-converting landing page, you’ll know that your Facebook or Google ad campaign was a success. You can expect the cost of each caregiver that you hire to cost between $200 to $300 depending on the location. 

Generally, digital marketing requires a lot of testing, and setting up social media ad campaigns is no different. Your goal is to get the largest number of recruits for your marketing budget. Bear in mind that Google ads target a different audience than Facebook ads and the Google ads tend to cost a bit more than Facebook ads. It’s wise to do some testing and calculate your investment for ads for both platforms against your return on investment. 

In addition to posting ads on social media platforms, it’s also a good idea to look at some other strategies for home care hiring and recruiting solutions. 

Job Boards

You may have used sites like Indeed, Craigslist, and some others to hire more caregivers. Jobseekers are certainly combing those sites, and you may get a few recruits from those efforts. It’s wise to keep using them because you want to cast the widest net possible. 

Beyond the concept of getting your company’s name out in front of jobseekers, it’s essential to evaluate the quality of your ads. Your ads should be attractive, eye-catching, and readable. 

It’s very time-consuming to create jobseeker ads on a host of different sites. Some caregiver agencies may decide that it’s more cost-effective for them to hire a recruiting platform to automate the process for you. 

The following sites offer job boards to help you find top talent in caregiver jobs:

  • Indeed
  • Monster
  • Glassdoor
  • US Jobs
  • Adzuna
  • Careerbuilder
  • Craigslist
  • Jobaccept
  • Simplyhired.com
  • Snagajob.com
  • Care.com
  • LDS employment service
  • Caregiver List
  • Caring.com
  • Jobing.com

Email Marketing for Recruiting

As you acquire new applicants, ask them to please “opt in” to your emails so that you can communicate with them via email. You may also want to ask them to “opt in” for text messages from your agency. Getting their permission gives you the right to send them emails about recruiting even more caregivers. 

You may receive 100 applicants in response to your social media ad campaigns or from other sources, and if you only have 60 positions to fill, you’ll still want to maintain a connection with the other 40 applicants. 

Your next step is to respond that you’ve received their applications and you’ll contact them as soon as possible. As you’ll be communicating with them via email moving forward, also ask them to “opt in” for your emails. 

You’ll proceed with hiring 60 of the applicants and you can continue with an email marketing campaign for recruiting to the other 40 applicants. That will give you a pipeline of potential caregivers. 

Mass marketing software like Mailchimp and Constant Contact are valuable tools for creating caregiver recruit lists. These software solutions allow you to create multiple lists for different email campaigns. This feature gives you the ability to create segments for recruits and the candidates that you hired. Your CRM software may connect with mass email marketing software so that you can create automated, customized email campaigns.  

Caregivers also tend to know a lot of other caregivers. Even if you can’t work things out to hire a particular caregiver, they may refer another caregiver to you. Referral programs can be quite successful using this strategy. 

SEO a Recruiting Channel

The caregiver resource section of your website can be a valuable lead generation tool for your Human Resource department. 

SEO can be one of the best tools to help you get qualified home caregivers. Create content on your blog or company website that targets topics like “Caregiver Interview Questions.” Quality caregivers want to be “in the know” about blog information, articles, free courses, and videos about home caregiving. By posting informative information that’s targeted to the caregiving population, it tells workers that you’re proactive in the field and that you care about educating your workers so that they’re always at the top of their game. 

Quality home caregivers are on the hunt for positions where agencies provide them with value. If your home care agency has a stellar reputation, it’s to the caregiver’s benefit to list your agency on their resume for future employment if they ever need it. 

Post content with titles like “How to Become a Home Caregiver with Specialization in Parkinson’s Disease.” Articles on other topics like dementia and Alzheimer’s disease are also issues that home caregivers will be interested in. 

You can make your blog articles do double duty by turning them into an eBook and giving them away in exchange for collecting contact information. 

You’ll have the best success in using your agency’s website for recruiting caregivers when you add contact forms to all the pages of your website that are related to caregiver job-seeking. 

Ad banners are another useful tool for promoting caregiver job opportunities. 

With so many digital tools and strategies at your disposal, along with having to spend many hours on keyword research and writing good content, it’s easy to become overwhelmed and do nothing at all. Your best option may be to hire a digital marketing agency to take the work off your hands and perhaps, even get better results than you could do alone. 

Make the best use of the time you spend creating content by using it as a resource for creating videos and infographics. If your budget allows, promote your blog articles on your social media platforms and send them out to recipients via email marketing campaigns. 

Recruitment Platform Solution

Posting on multiple job boards is tedious and time-consuming when you’re trying to run a business. Nevertheless, it’s important to make the effort to give your time and attention to caregiver recruiting and hiring to keep your agency fully staffed with quality home caregivers. By posting on as many communication channels as possible, you’re certain to find the best match between your agency and the types of caregivers you want to employ. We offer a recruiting and hiring platform that will increase the reach for your job post. The recruiting solution that we offer will automate things for you such as each time you post a new job the automation will post your new job on Facebook, Twitter, Indeed.

If your senior care business needs to hire staff such as Caregivers, HHA, CNA, RNA, or any other talent; We can help. Just send us a message by using our Contact form.