How to Market Your Home Care Business

by Emily Retherford

3 min read

To keep your home care business sustainable, and ideally profitable, you need to implement ongoing marketing strategies. Even if you’re on a tight budget, setting aside time and money for business promotion is always a prudent move. People need to be able to trust you with their loved ones, and your approach to marketing directly affects how your business is perceived. You don’t necessarily need to hire a marketing firm to promote your home care company these days.

Establish a Strong Online Presence

Potential clients are rarely going to scour the phone book for local home care businesses. Most people are going to search the internet for your website, social media pages, and reviews. If you don’t already have a professional website and accounts on all of the social media networks, that should be your first step. Don’t take any shortcuts here, as your web presence is going to be your primary means of marketing your company. It only takes one misspelled word or a low-quality image to drastically reduce a visitor’s trust in your organization, so make sure you get it right the first time.

Be Transparent

In the world of home care, there’s no room for second guesses. Your clients are going to want to know exactly what you have to offer as far as facilities, equipment, knowledge, experience, and other resources go, and it’s critical that you’re up-front with them. Your goal is to inspire confidence, and honesty is the key to accomplishing that. When your clients trust you, they’re far more likely to refer your business to friends and family, and referrals are the crux of the home care industry.

Make a Marketing Video

One of the most powerful marketing tools for home care businesses is a high-quality promotional video. A video is your chance to sell your company as the best choice and provide an in-depth look at your organization. In this case, a video shot with your smartphone isn’t going to cut it. Hire a professional to film and edit a high-definition video, and be sure to include your staff members, a tour of your facility, and an overview of equipment and services offered. It’s an investment that will pay for itself over time.

Provide a Live Webcam Feed

One of the best ways to instill confidence in potential clients is to provide a webcam that allows 24/7 monitoring and recording of the patient. A webcam make it possible for your clients to check in on their loved ones whenever they’re feeling apprehensive, and it also holds your staff accountable if an unforeseen incident should ever occur. Of course, you should always make sure that all parties agree to having the cameras on, but most people appreciate this service, and a dependable camera system is surprisingly affordable these days.

Incentivize Your Clients

Word-of-mouth marketing is essential in the home care industry, and a referral program can be that extra motivation your clients need to spread the word. Instead of directly offering cash in exchange for referrals, provide credits that can be used towards your clients’ bills. In the long run, you’re going to make significantly more money through client acquisition than you’re going to lose in referral credits. If necessary, you may also want to offer smaller credits in exchange for reviews. These simple yet effective marketing strategies can help you to surpass your competition, but the best overall marketing tactic is to simply be there for your community. Become an authority in the home care industry, and be active at local events. Update your website and social media pages regularly with relevant, helpful content. As your home care business becomes more trusted, you’re going to see your numbers grow naturally. It’s never too late to start marketing, so take those first baby steps down the road to success today.

References & Resources

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