Inbound marketing continues to grow in importance for home care, and while it hasn’t made the more traditional outbound marketing techniques irrelevant, it is the way that more and more customers are finding the home care products and services they need. In fact, of all the daily online searches, nearly half (46%) are searches for information on products or services. This means clients are now looking for you, and not the other way around. Is your home care agency easy to find?
In this new marketing landscape, home care agencies should be shifting considerable focus from pushing their services out to prospective clients to pulling customers into their sites with inbound marketing techniques. According to Google, 70% of the links that search users click are organic, or not paid. This means that shelling out money for pay-per-click ads probably won’t get your home care agency the return on investment you were hoping for. So it’s time to start focusing on relevant, search engine optimized content, social media, and blogging, all of which can help bring potential clients to your virtual doorstep.
Use Your Website & Your Knowledge & Get Found
A good way to show potential clients that your home care agency is a home care authority is to provide them with relevant, timely resources that help them solve a problem, make a decision, or simply inform them. Staying current with ever-changing industry information shows potential clients that you are an authority within your industry and understand clients’ needs.
Including industry-related resources to your site is also great for search engine optimization, or SEO. While a home care agency’s website should be a hub of relevant information and communication, it should also be easy to find when potential clients are searching for the services you provide in your area. Search engine optimization is a key aspect of online marketing as inbound marketing continues to replace outbound marketing efforts (advertising, PR, email campaigns, etc) as the number one way in which consumers find the products and services they need. Industry-specific keywords help companies get found and get customers.
In addition, incorporating a blog and staying current with social media can improve SEO and give a home care agency another forum in which to be found online. Blogging provides a virtual soapbox where agencies can voice their industry expertise and inform their customer-base with up-to-date information. Using keywords within your blog and posts on Facebook, Twitter, and LinkedIn will further your SEO efforts and help you be found on the great world wide web.
A Match Made in Marketing Heaven
With all the buzz and focus going to inbound marketing these days, it’s important not to neglect your tried and true outbound marketing. In fact, the two work together quite well. Ensure that your messaging across both inbound and outbound materials is uniform and targeted to the right audience, and include links to your website, blog, and social media sites on all print materials and email campaigns. Post news releases and print articles to your blog, and don’t forget to share them on Facebook! For a successful, well-balanced plan, use all your marketing strengths to create the total package.
Merrily Orsini is the founder and manager of CoreCubed, a full service integrated marketing communications agency with a focus on using the internet as a component of a strategic branded approach. Specialty is senior and elder care businesses, the private pay industry in home care, home health, Hospice, hospitals, geriatric care management, assisted living and retirement communities. Experienced and successful in marketing to and reaching those seeking niche products and services targeted to a mature affluent audience. She if the creator of MOSTSM, the first industry turnkey monthly marketing communications program designed specifically to increase billable hours and referrals for private duty home care, home health and Hospice.