Whether you’re aiming to increase your enquiries or improve occupancy rates, a considered marketing strategy is essential. We have eight top tips to teach you how to market a care home effectively which will help you stand out in a competitive and saturated market.
Marketing for presence
The first category our tips fall into are aimed at increasing your presence. When someone looks for a local care home, you should be easily accessible and appear prominently in the results. Establishing a strong online and community presence means you’ll be easily discoverable by those seeing care services.
1. Building a Strong Online Presence
Having an attractive, user-friendly website is crucial. Your website should have some important features: modern branding, easy navigation, and a wealth of information about your services. Make sure it’s mobile-friendly as many users will access it via their phones. You should also highlight family testimonials and include a blog or news section with regular updates.
2. Utilising Social Media
Social media platforms like Facebook are invaluable tools for reaching potential clients. Create engaging content that showcases life at your care home. Use photos and videos to tell your story. These can be shared on your pages, but also in Facebook groups. Local groups and community groups can be extremely useful when trying to establish a presence in your area, or even when advertising for staff. Facebook Ads can target specific demographics and ensure that your messages reach the appropriate audiences. Remember to respond promptly to comments and messages to foster a sense of community and trust.
3. Utilising Google Ads
Google Ads are also an effective way to appear at the top of search results. Nowadays, most families begin their search for care homes online, making this a key component of your strategy. By bidding on relevant keywords, you can ensure your care home appears prominently in search results. Regularly optimise your campaigns to ensure they remain cost-effective and continue to yield the desired results.
4. SEO and Online Directories
Search engine optimisation (SEO) is key to improving your online visibility. Ensure your care home is listed on major directories like carehome.co.uk and Lottie. Maintain an updated Google My Business profile with photos and complete contact details. Positive reviews from families can also boost your search ranking and credibility. Engaging with an SEO specialist is also advisable as they can provide advice and assistance to make sure your care home is topping the Google rankings.
Building credibility
In addition to being visible, it is also important to build credibility. Presence alone is insufficient; you need to ensure that your care home is perceived as trustworthy and reputable. You’ve got a ticket but you’re still in the race. People may come across your brand through social media or media coverage even if they don’t need your services immediately. Establishing credibility ensures that when the time comes, they will consider your care home as a trustworthy option for their loved ones.
5. Engaging in Positive PR
Positive public relations can significantly enhance your care home’s image. Share good news stories with local media outlets, including newspapers, TV, and radio. Consistent positive coverage can build a favourable reputation in your community. By exhibiting fun activities or achievements your home is proud of, you can generate interest from members of the community of potential prospective clients. It is a good idea to engage with a PR specialist who can help you craft and pitch compelling stories to journalists, ensuring your home is seen in the best light.
6. Networking and Community Engagement
Building relationships with local stakeholders is vital. Engage with local charities, GPs, social workers, and other community organisations. By hosting open days and special events you can also attract local families and influencers to your care home. These events provide an opportunity to showcase your facilities and the quality of care you provide. They are also good for generating interest and getting your name out there.
7. Direct Mail Campaigns
Traditional, direct mail campaigns can still be very effective. Design eye-catching leaflets that highlight the benefits of your care home and distribute them within your catchment area. Include a trackable phone number or email address to measure the success of your campaign. This approach can generate leads from families who may not be actively searching online.
8. Hosting Unique Events
Organising unique events can draw attention to your care home. Consider hosting activities that appeal to the broader community, such as barbecues, an event with a local celebrity, or open days. Such events can be beneficial by attracting media coverage and bringing new visitors to your home. These experiences help potential clients see your care home as a fun and interesting place for their loved ones.
Knowing how to market a care home involves a mix of digital and traditional strategies. By building a strong online presence, optimising your social media engagement, enhancing SEO and utilising google ads can ensure your care home is visible when people search for services. Engaging in positive PR and networking with the community not only increases your presence but also builds credibility. Running mail campaigns and hosting unique events can attract potential clients and create a trustworthy reputation. Implement these tips to ensure your care home stands out in a crowded market and continues to thrive, attracting and retaining more clients through both enhanced presence and credibility.