Home Care Marketing & Sales Mastery by Approved Senior Network®
Dawn Fiala, Lisa Marsolais, Annette Ziegler, and Valerie VanBooven RN BSN provide insight into home care marketing strategies. They cover in-person, in-field sales and online marketing every other week. These podcast episodes are part of the Home Care Marketing Mastermind, sponsored by Approved Senior Network®. Find more information at https://ASNHomeCareMarketing.com
Home Care Marketing & Sales Mastery by Approved Senior Network®
The 10 Commandments of Home Care Marketing Success
Unlock the secrets of successful home care marketing with us as we explore "The 10 Commandments of Home Care Marketing Success." Discover how transforming your website into a welcoming haven can provide potential clients with the comfort they seek during stressful times. We'll guide you through creating an inviting online space that mirrors the warmth and professionalism of your agency's waiting room, making a positive first impression on families in search of care.
But what's a stellar website without visibility? We delve into why SEO is not just an option but the lifeline of your online presence. Imagine your website as a living, breathing entity that thrives on search engine optimization to be seen and trusted in the digital landscape. We'll reveal strategies to elevate your agency's expertise and values through effective SEO practices, ensuring you're not just another invisible entity but a beacon in the world of home care. Join us for insights that promise to revolutionize your marketing approach and attract the clients you deserve.
Continuum Mastery Circle Intro
Visit our website at https://asnhomecaremarketing.com
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All right, everybody welcome back. I am so pumped for today's deep dive.
Speaker 2:Me too.
Speaker 1:We are talking about home care marketing.
Speaker 2:Yes, we are.
Speaker 1:Specifically, we found this really cool article.
Speaker 2:Oh yeah, I saw that one.
Speaker 1:Called the 10 Commandments of Home Care Marketing Success and.
Speaker 2:Catchy title.
Speaker 1:Yeah, it is catchy yeah.
Speaker 2:Yeah.
Speaker 1:So we're going to dive into this article, okay, and we are going to figure out how to take your home care business.
Speaker 2:Yeah.
Speaker 1:And make it even better.
Speaker 2:Attract more clients.
Speaker 1:Yes, exactly.
Speaker 2:That's what it's all about Attract more clients to your business. Your science more better.
Speaker 1:Exactly.
Speaker 2:So what stood out to you about this piece?
Speaker 1:Well, I think what I like about it is it kind of takes a different approach to marketing it does. It's not just you know the typical. Here's how to do a Facebook ad yeah, it's a little bit. It's a little bit deeper than that, deeper it is, yeah, it's more strategic, exactly, it's looking at the big picture, yeah, and it's all about sort of like creating a certain feeling and experience for potential clients, absolutely, so I think that's really interesting.
Speaker 2:Yeah.
Speaker 1:And so I think that brings us perfectly.
Speaker 2:Okay.
Speaker 1:To commandment number one. Let's hear it? Which is your website? Is your waiting room?
Speaker 2:Oh, I love that one.
Speaker 1:Isn't that good.
Speaker 2:That is so good. I love that it's such a powerful analogy because you think about it right when a family is looking for home care.
Speaker 1:Yeah.
Speaker 2:They're often in a really stressful situation. Absolutely, they're worried about their loved one, they're trying to figure out the best options and so when they land on your website, that's their first impression of you. Totally, it's like walking into your agency.
Speaker 1:Right.
Speaker 2:If the waiting room is cluttered and chaotic.
Speaker 1:Yes.
Speaker 2:And nobody greets them Right. They're going to be like I don't know about this.
Speaker 1:I'm out of here.
Speaker 2:I'm out of here, right.
Speaker 1:Yeah.
Speaker 2:But if it's warm.
Speaker 1:Yes.
Speaker 2:And inviting and there's a friendly face, they're going to feel much more at ease.
Speaker 1:Totally.
Speaker 2:And so your website needs to do the same thing.
Speaker 1:It needs to be that friendly face.
Speaker 2:Absolutely. It needs to be easy to navigate. It needs to have clear information about your services.
Speaker 1:About your values.
Speaker 2:About your value.
Speaker 1:Like what you're all about.
Speaker 2:Right. It needs to showcase your expertise Exactly and build trust.
Speaker 1:Yes, and I think so many people sort of forget about that.
Speaker 2:They do.
Speaker 1:You know they think, oh, I just need a website, because I need somewhere to send people.
Speaker 2:Yeah, just to check the box.
Speaker 1:Yeah, but it's so much more than that it's so much more. Especially, you know, for something as you know.
Speaker 2:Sensitive.
Speaker 1:Sensitive, as important as personal, as home care. Absolutely it needs to really reflect who you are and what you're all about, for sure. So that's commandment number one.
Speaker 2:Okay, great.
Speaker 1:I think that's super important.
Speaker 2:It Okay, great I think that's super important.
Speaker 1:It is, but you can have the best website in the world.
Speaker 2:Okay.
Speaker 1:But if no one can find it, what's the point Exactly? And so I love how this article puts it. They say SEO isn't optional, it's oxygen.
Speaker 2:Oh yeah, I love that one. Isn't that a good one. That's a good one.
Speaker 1:Commandment number two yeah, it's oxygen.
Speaker 2:It is.
Speaker 1:Because if you're not showing up Right In the search results, yes, you basically don't exist.
Speaker 2:You're invisible. You're invisible, yeah.
Speaker 1:It's like you're suffocating.
Speaker 2:Finally Online. You're not breathing Essential.
Speaker 1:Essential. Yeah, so for those of you who don't know, seo is search engine optimization.
Speaker 2:Yes.
Speaker 1:And it's basically all the things that you do to your website and to your online presence to make sure that you're showing up when people search for things.
Speaker 2:When they're looking for you or for services like yours.
Speaker 1:So think about the key words that families might use when they're looking for home, care, home care near me, home care near me Elder care.
Speaker 2:Elder care, dementia care.
Speaker 1:Alzheimer's care, all of that stuff.
Speaker 2:Yeah, all those things.
Speaker 1:Make sure that's on your website.
Speaker 2:Yeah, make sure it's on there.
Speaker 1:So you're showing up in those search results. Absolutely All right. So you've got a great website, people can find you. But then commandment number three, oh, throws us a little bit of a curveball.
Speaker 2:All right, I'm interested.
Speaker 1:It says relationships trump referrals.
Speaker 2:Ooh, that's interesting.
Speaker 1:And so.
Speaker 2:To unpack that one.
Speaker 1:Yeah, I know, referrals are so important.
Speaker 2:Oh, they're gold. They are gold yeah.
Speaker 1:But this is saying there's more to it.
Speaker 2:There's more yeah.
Speaker 1:Don't just rely on those referrals.
Speaker 2:Right.
Speaker 1:You need to go out, be proactive. Be proactive, yeah, and build those relationships.
Speaker 2:Yeah, exactly.
Speaker 1:Because the referrals will come organically.
Speaker 2:They will.
Speaker 1:If you have those good relationships.
Speaker 2:Absolutely.
Speaker 1:So who should home care agencies be building relationships with?
Speaker 2:I mean, the list is endless.
Speaker 1:Yeah.
Speaker 2:But think about doctors. Doctors, hospital discharge planners.
Speaker 1:Okay, social workers, mm-hmm. Community organizations. Social workers community organizations, some churches, churches Senior centers. Senior centers yeah.
Speaker 2:Anyone who might be in a position to recommend your services.
Speaker 1:Yeah.
Speaker 2:Attend industry events.
Speaker 1:Okay.
Speaker 2:Get involved in your local community.
Speaker 1:Yeah.
Speaker 2:Volunteer.
Speaker 1:Okay.
Speaker 2:Build those genuine connections.
Speaker 1:Yeah, so it's not just about like showing up and handing out your business card. No it's about really building trust. With people.
Speaker 2:Yeah.
Speaker 1:Yeah, okay, that makes sense.
Speaker 2:All right.
Speaker 1:Commandment number four.
Speaker 2:Okay, let's hear it this is a good one, okay.
Speaker 1:Google reviews are gold.
Speaker 2:Oh, that's huge.
Speaker 1:I mean, I don't know about you, oh.
Speaker 2:I'm all about the reviews.
Speaker 1:I look at reviews for everything.
Speaker 2:Everything restaurants, hotels, products. Oh yeah, Doctors. Oh yeah, Doctors, for sure.
Speaker 1:I mean everything, everything, yeah. So why are they so important for?
Speaker 2:home care.
Speaker 1:Well, I think because it's such a personal decision. Absolutely, you're entrusting someone with the care of your loved one.
Speaker 2:Right, it's a big decision, it's a huge decision. You want to know that other families have had positive experiences.
Speaker 1:Exactly.
Speaker 2:So reviews provide that social proof.
Speaker 1:Yes.
Speaker 2:That reassurance that you're making the right choice.
Speaker 1:So what can home care agencies do to get more of those great reviews?
Speaker 2:So, first and foremost, yeah. Provide amazing service. That's the foundation.
Speaker 1:If you're not providing great service, the reviews are not going to be good. Exactly Okay, so great service.
Speaker 2:Yeah.
Speaker 1:But then what? Then you got to ask.
Speaker 2:Ask for them, ask for the reviews, okay, you know, a lot of people are happy to leave a review.
Speaker 1:Yeah.
Speaker 2:But they just don't think about it.
Speaker 1:Okay.
Speaker 2:So make it easy for them.
Speaker 1:Okay.
Speaker 2:Send them a link.
Speaker 1:Okay.
Speaker 2:Maybe a little email after a service has. We'd really appreciate if you could share your experience.
Speaker 1:Okay, and.
Speaker 2:Google reviews are great, but also think about other platforms.
Speaker 1:Like Yelp.
Speaker 2:Like Yelp.
Speaker 1:Caringcom.
Speaker 2:Caringcom yeah.
Speaker 1:All those places.
Speaker 2:All those places where people are looking for home care.
Speaker 1:That's a good tip. Okay, All right. Commandment number five Bring it on. Content converts clients.
Speaker 2:Ah, content is king, content is clients, ah content is king.
Speaker 1:Content is king or queen.
Speaker 2:Right.
Speaker 1:Yes, content is royalty.
Speaker 2:Content is royalty.
Speaker 1:yes, so how does content?
Speaker 2:convert clients? Well, think about it.
Speaker 1:Yeah.
Speaker 2:Families have a lot of questions about home care.
Speaker 1:They do.
Speaker 2:It's a big decision, right. There's a lot to consider, yeah, so by creating content that answers their questions Right. There's a lot to consider, yeah.
Speaker 1:So by creating content.
Speaker 2:Okay, that answers their questions. Yeah, you're positioning yourself as a trusted resource.
Speaker 1:Okay.
Speaker 2:You're building credibility and you're helping them make an informed decision.
Speaker 1:So what kind of content?
Speaker 2:Okay, are we talking about here? We're talking blog posts. Oh wow, articles.
Speaker 1:Mm-hmm.
Speaker 2:Videos, videos, videos are big these days. Videos are huge. Yeah, downloadable guides, infographics, anything that provides value so it doesn't have to be and addresses their concerns yeah so think about the things that families worry about when it comes to home care like cost cost safety how to choose the right caregiver absolutely all of that stuff all those things create content around that. Okay, answer their questions and you become the expert, exactly okay I like that so commandment giver Absolutely All of that stuff. All those things create content around that. Okay, answer their questions.
Speaker 1:And you become the expert.
Speaker 2:Exactly. Okay, I like that. So commandment number six yes, this one's a good one.
Speaker 1:This is a good one.
Speaker 2:Stop selling services, start solving problems.
Speaker 1:Yeah, I love that, isn't?
Speaker 2:that great.
Speaker 1:It's such a good reframe of how we think about marketing.
Speaker 2:Yeah, because so often we get caught up. In the features In the features and the benefits of our services, but we forget.
Speaker 1:We need to think about the problem.
Speaker 2:The problem that we're solving for the customer. Absolutely.
Speaker 1:Yeah.
Speaker 2:So, instead of just listing your services, think about the real problems families are facing.
Speaker 1:Loneliness, loneliness, burden of caregiving.
Speaker 2:The burden of caregiving.
Speaker 1:Safety concerns, financial concerns.
Speaker 2:Financial concerns. There's a lot, there's a lot. So frame your marketing message around how you provide solutions.
Speaker 1:To those problems, To those problems exactly. That's so smart.
Speaker 2:It's a subtle shift, yeah, but it makes a big difference.
Speaker 1:Okay, I like that. Commandment number seven.
Speaker 2:Okay.
Speaker 1:This one gets a little techie.
Speaker 2:Ooh tech time.
Speaker 1:Your CRM is your secret weapon.
Speaker 2:Love my CRM.
Speaker 1:Break this one down for me. Okay, what is a CRM?
Speaker 2:Okay, so CRM stands for Customer Relationship Management.
Speaker 1:Okay.
Speaker 2:And it's basically a software system that helps you manage all your interactions. With clients With clients.
Speaker 1:Okay.
Speaker 2:With potential clients, with referral sources. It's like a super organized brain.
Speaker 1:Ooh, I like that For your business. I need one of those.
Speaker 2:Right.
Speaker 1:So how can a CRM help a home care agency?
Speaker 2:It can help you track your leads Okay, so you know where your inquiries are coming from. It can help you track your leads Okay, so you know where your inquiries are coming from. It can help you schedule calls and meetings Okay, send personalized emails.
Speaker 1:Keep track of everything.
Speaker 2:Keep track of all your communications? Yeah, so you never drop the ball.
Speaker 1:Okay.
Speaker 2:It can even help you analyze data to see what's working and what's not.
Speaker 1:So you can see like, oh, this marketing campaign is really bringing in a lot of leads.
Speaker 2:Right.
Speaker 1:Or this one's not working so well.
Speaker 2:Exactly so. It helps you make smarter decisions about your marketing.
Speaker 1:Okay, so a CRM is a good thing.
Speaker 2:CRM is your friend.
Speaker 1:CRM is your friend.
Speaker 2:Yes, all right, what's next?
Speaker 1:Commandment number eight brings us back to the community.
Speaker 2:Okay.
Speaker 1:It says community outreach isn't a task, it's a talent.
Speaker 2:Ooh.
Speaker 1:I like that.
Speaker 2:So what does that mean?
Speaker 1:It means that community outreach shouldn't feel like a chore. Oh okay, it should be something that you're passionate about, because when you're genuinely engaged, With your community.
Speaker 2:It shows people can feel it.
Speaker 1:So it's not just about, you know, going to an event and handing out flyers and checking the box.
Speaker 2:It's about really connecting with people.
Speaker 1:Building those relationships.
Speaker 2:Building those relationships and becoming a trusted resource.
Speaker 1:Give me some examples of what home care agencies can do.
Speaker 2:Partner with local senior centers. Okay, offer workshops.
Speaker 1:Okay.
Speaker 2:On caregiver support Okay, sponsor community events.
Speaker 1:Yeah.
Speaker 2:Volunteer your time, mm-hmm. Get involved in local initiatives, yeah, that support seniors and their families.
Speaker 1:Yeah, make those connections.
Speaker 2:Exactly yeah. It's all about being present.
Speaker 1:I like that.
Speaker 2:And visible in your community.
Speaker 1:Commandment number nine All in our community. Commandment number nine All right Data decides, not guesswork.
Speaker 2:Ah data.
Speaker 1:Data is everything these days.
Speaker 2:It is.
Speaker 1:So how can home care agencies use data?
Speaker 2:So we have access to so much data now.
Speaker 1:Yeah, website traffic lead sources. Social media engagement Email open rates Email open rates, all of it.
Speaker 2:It's all trackable, it's all tracked. We Email open rates, email open rates, all of it. It's all trackable, it's all tracked. So we need to track it. Track it, analyze it, analyze it and use it. And use it To make better decisions.
Speaker 1:To refine your strategies. Okay, to see what's working, what's not working.
Speaker 2:And adjust accordingly.
Speaker 1:And adjust accordingly.
Speaker 2:That's a good plan.
Speaker 1:Yeah, I love that.
Speaker 2:All right and finally.
Speaker 1:Commandment number 10.
Speaker 2:Let's hear it.
Speaker 1:This is a good one to end on.
Speaker 2:Okay.
Speaker 1:Marketing isn't a cost, it's a catalyst.
Speaker 2:Ooh, I love that.
Speaker 1:So good.
Speaker 2:It's a mindset shift.
Speaker 1:It is yeah. So instead of viewing marketing as an expense, that's something you have to do. Yeah, right, see, it's an investment, an investment in the growth of your business. Okay.
Speaker 2:Because, when done strategically, marketing can be a powerful catalyst for success.
Speaker 1:It can help you attract new clients. Yes, build brand awareness.
Speaker 2:Absolutely.
Speaker 1:Increase your revenue.
Speaker 2:Yeah, and ultimately, thriving, sustainable home care business.
Speaker 1:So much great advice.
Speaker 2:There it is, act into these 10 commandments, 10 commandments of home care marketing success. So if you are listening and you are in the home care business, what is one? Thing that you are going to take away from this.
Speaker 1:What resonated with you.
Speaker 2:What resonated with you? What are you going to implement in your business today?
Speaker 1:What action are you going to take? Let us know we want to know We'd love to hear from you.
Speaker 2:Absolutely. That is it for today's deep dive.
Speaker 1:Until next time.
Speaker 2:We will see you next time.
Speaker 1:Bye everyone.
Speaker 2:Bye.
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