Running a home care business is far from easy. You need to consider so many factors, including managing, sales, recruitment, scheduling, marketing, and so much more! Sure, running a home care agency may never be easy. However, there are always ways to make it simpler.
One crucial but often challenging aspect of running such a business is marketing a home care agency. Home Service Marketing Strategies are complex and ever-changing, but using creative strategies informed by data about your potential clients and operations, can help your home services marketing drive new revenue.
Understanding your audience makes it possible to ensure your brand message reaches your target market and that you aren’t wasting your marketing resources.
With your audience in mind, we have compiled a list of eight fantastic home care marketing strategies to help you increase revenue in 2022.
It would be best if you prioritized local SEO when marketing for home health services. Local search engine optimization refers to optimizing your local home care website to rank highly on Google pages for keywords you expect local area users to search about your city or state (like “best home care agency Los Angeles”).
While local SEO may not be the simplest thing to do, it can have massive rewards. Since 75% of users never move past the first page of search results, appearing first on local search result pages will significantly boost your page visits and revenue.
Here are eight quick SEO tips to boost your home care agency website in local search.
Include your target location in crucial areas on your website.
- Focus on user experience
- Optimize your contact page
- Utilize your blog
- Schema markup for home care
- Insert Geotags on your images
- Gain a presence on home care directories
- Utilize local websites for link building
Search Engine Optimization
Wait a minute! Didn’t we talk about SEO above?
Nope! That was local SEO. So, what’s the difference between Organic SEO and Local SEO?
The primary difference between organic and local search is that organic SEO aims at obtaining a high ranking on a search engine results page at a national or global scale. In contrast, local SEO focuses on increasing search visibility in a local market.
While local SEO directs traffic to a reliable and trusted location, you have to keep in mind that organic search accounts for 53.3% of online traffic. By creating high-quality content around home care, your agency, and your services, the more search engines like it. It is because that is relevant information that interests your audience.
We highly recommend adding a blog to your website. Besides helping you improve search rankings, drive more traffic, and increase your clients, it also allows you to manifest yourself as an expert in the home service market.
Pay Per Click
Pay Per Click (PPC) advertising is a quick and straightforward way to ensure your home care agency is visible in search engine result pages while you’re building up your Search Engine Optimisation (SEO) at the same time.
PPC advertising enables you to place ads on search engines, but you only have to pay whenever a person clicks on your ad. Some of the benefits of PPC for digital marketing for home services include:
- You can reach more potential customers
- Greater Return On Investment (ROI)
- You only engage the right people
- Value for money
SEO vs. PPC. Which is best for marketing a home care agency?
PPC advertising will deliver home care leads almost instantly, but your budget limits you.
Search engine optimization (SEO) might take longer to deliver results, but maintaining your position should be relatively easy once you’re ranked high in the search engine results.
So, should you choose SEO or PPC?
Well, it depends. Do you need leads now, or are you looking at the long game? What is the cost per click in PPC? Is there competition in organic search? Having clear short- and long-term goals are critical in making an SEO or PPC decision for your home care business.
Website Design and Content
In 2018, over 80% of all people used a mobile device to browse the Internet. That figure has been increasing over the years – and we expect the number to keep rising. People are still using laptops and desktops for browsing, but the traffic coming from mobile devices keeps increasing by the day.
With that in mind, what does this mean for your home care services website? Unlike years ago, the mobile view of your site is currently more important than your desktop view.
So, how do you make sure that your website is mobile-friendly? Responsive web design is the solution recommended by Google. Therefore, any home care sites that are not mobile-friendly have a lower chance of appearing in searches.
Remember, content is king. Even with the best website design team, the quality of your website’s content ultimately influences a visitor’s desire to do business with your company.
Lead Capturing and Management
Lead management bridges the gap between marketing and sales. It can be defined as a customer acquisition process that identifies potential buyers (leads), educates them, engages with them, and passes them from marketing to sales when the leads are considered qualified.
Here we have a few steps to help you create and implement a successful and efficient lead management process for your home care business from start to finish.
- Identify and Understand Your Leads
Who are your potential buyers, and in which part of the sales process do these prospects stand? Here is how you can identify your potential buyers and what their personas are:
- Demographics: Where do your ideal customers live? Where do they work? What are their problems, wants, and needs?
- Behavior: Are they reading blogs or actively searching on Google?
- Lead Source: How did they find you? Did they find your website or read one of your tweets?
- Generate and Collect Intelligence About Your Leads
After identifying the first point of contact with your potential leads, implement a strategy to gather critical lead intelligence information about them that you can use during the lead management process. For example, place your premium content offers like whitepapers and webinars behind a lead-capture form.
- Score Your Leads
Lead scoring refers to the methodology used by marketing and sales teams to determine how likely their leads are to buy.
Your business’ lead scoring methodology depends on various factors that need to be determined depending on your business’s criteria.
The lead nurturing definition is essentially the process of developing and reinforcing relationships with buyers at every stage of the sales funnel.
Nurture campaigns are time-based emails that you send to your audience at every stage of the sales funnel to motivate them to take some action, preferably a purchase. It is the stage where you need to educate your leads and demonstrate through valuable content and promotional offers that your services are right for them, propelling them through the sales cycle.
Here are seven highly effective lead nurturing tactics for your home care business:
- Leverage targeted content
- Use multi-channel lead nurturing techniques
- Focus on multiple touches
- Follow up promptly
- Send personalized emails
- Use lead scoring tactics
- Align your sales and marketing strategies
Continue building the relationship from first contact until the prospect is ready to pass off to sales, offering targeted content to push them along.
Direct Mail and Email Marketing
Another area to tap into is email marketing, which still is the most powerful tool to take your business to the next level.
The key to running a thriving business is enticing customers and clients to do business with you, right? But, how exactly do you really do that?
Of course, we all know that the answer to this is marketing. But did you know that Email marketing still promises to deliver the highest ROI of all marketing channels? You stand to make $42 back for every dollar you spend.
Here are essential email marketing tips and tricks for your home care services business:
- Drive more clicks with a clear and focused call to action
- Include links to your social media profiles
- Make sure your emails look great
- Encourage your readers to reply
- Personalization is vital
- Send test emails first
- Keep track of your data
- Set up a new subscriber welcome sequence
- Clean your mailing list regularly
Customer Review Programs
Did you know that 88% of consumers trust online reviews as much as personal recommendations?
Social proof drives purchases, and more online reviews make you more visible, appear more trustworthy and expand the conversation about you. In addition to influencing clients to trust your brand if you have more positive reviews, search engines also favor well-reviewed businesses. Therefore, the more reviews your home care agency has, the more likely your business will show up on the first page of Google.
Not many home care agencies have solid customer review programs in place, so focusing on this marketing strategy could give you a massive advantage over your competition.
In a Nutshell
So, what makes all these home care marketing strategies work wonders? Content.
From your website to email marketing to lead generation and beyond, if your message doesn’t connect with your target audience, the rest of your efforts are futile. Your content marketing strategy is responsible for making the first impression of your brand a lasting one.
Does properly marketing for home health care services sound difficult?
That’s why the help of a full-service digital marketing agency like ours is a necessity. We here at GoMarketing approach our home care digital marketing services with a customer-focused strategy to attract more customers and increase profits. Let us collaborate to create meaningful efforts that drive real change.