Home care is a rapidly growing field: according to the Bureau of Labor Statistics, employment of home health aides is expected to grow by 33% in this decade, adding up to more than half a million job openings each year on average. That’s good news for home care providers, who can anticipate increased demand for their services. But it also means you need to have a marketing plan that sets you apart from your competition. Learn more about using content marketing to promote your services and grow your business from AMNY Health Marketing.
Clarify Your Brand Identity
You know that you provide compassionate, quality in-home care for your clients. But how do you share that with prospective customers? Your brand identity is the way you communicate your value to the public. All of your print and digital communications – whether it’s your website, printed brochures, commercials, or advertisements – tell a story about who you are and what you do.
A strong brand identity helps build consumer confidence and trust. To help you fine-tune your brand identity, think through your organization’s mission, vision, and core values. Review your existing communications with an eye toward your voice and tone. And examine the visual elements of your brand: your logo, colors, and typography should all be intentional.
Build Up Your Web Presence
Often, the consumers looking for home health care services aren’t the patients themselves – it’s their adult children or another trusted family member. Make sure you have a well-organized, easy-to-navigate website with ample information about the services you provide, the insurance plans you accept, and the geographic area that you serve.
Prospective clients might know that they need support for a loved one, but they may be unsure about the breadth and depth of home care services. Create accessible, easy-to-read content detailing the extent of your services. Your content should also have a clear call to action: whether you direct potential clients to a web form, email address, or phone number, it should be easier for them to get in touch with you.
Once you have a top-notch website, you need to make sure that your audience can find it. A healthcare marketing service can help you with search engine optimization (SEO) by refining your content and including key terms that will help you rank higher on Google and other search engines.
Grow Your Social Media Platforms
Great copy is one aspect of content marketing – but images and videos are important too. Social media is a visual medium – Facebook and Instagram posts have captions, but what gets your audience’s attention is compelling imagery. If you’re not already on social media, now’s the time to start – and if you are, take a look at your existing channels and give them a refresh. You want to vary your content across each social media platform, but your brand identity should be consistent – use the same color scheme and fonts, and include your logo wherever you can.
Your social media posts should communicate the quality of your services and inspire confidence in prospective clients. Try the following ideas for generating social content:
- Share positive client reviews or success stories
- Highlight specific caregivers, such as featuring an employee of the month
- Post tips on healthy eating, staying active, or aging in place
- Promote your participation in community events such as health fairs
Don’t Overlook Recruitment
When developing your content marketing, your primary focus is converting leads into clients. But don’t forget that content marketing can also be a great way to recruit new employees. If your organization is growing, use your content marketing to reach prospective employees. Show them why you’re a great place to work through your brand messaging. And make sure you have a dedicated careers page where individuals can view open positions, learn what each job entails, and easily find instructions on how to apply.
Get in Touch with AMNY Health Marketing Today
When you’re busy focusing on providing high-quality home care, it can be tough to make the time to market your services. That’s where AMNY Health Marketing comes in: our specialists use proven, data-driven content marketing strategies to help you grow your web presence. We’ll help you strengthen your online reputation so you can build consumer confidence in your brand and generate more leads. To learn more about our marketing solutions, contact us today.