It’s almost impossible to underestimate the importance of the Internet, especially in getting found by potential clients. Even if the clients themselves aren’t using the Internet to search for care, their family members are.
A recent study showed that 84% of people read online reviews about businesses.
MYTH: stuff like Search Engine Optimization (SEO) and online reviews don’t work very well in home care. It’s just the nature of the business.
FACT: 8 of the top 10 ways leading home care agencies are marketing to consumers are online channels, according to the Home Care Benchmarking Study.
You’re probably already using the Internet quite a bit. Like most agencies, you probably have invested some time in online profiles to get reviews, and you probably have an online presence through your website, Facebook, and maybe other sources as well.
Don’t stop there. The Internet is taking over home care marketing—and the agencies who succeed in the future will be those who getting ahead of the curve now.
What we’re finding is that a mixture of different factors are causing many agency owners to do one of two things: Either they use the Internet heavily but fail to use the right tools on the Internet, or they undervalue the Internet in general. Most mistakes are common.
How do you know if you’re using the right tools? First, track your client acquisition cost and billable hours gained for each marketing source you’re using. Over time, you’ll be able to optimize your marketing by narrowing it down to the sources that perform the best in your area.
Second, use our tips below as a starting point. We’ve broken it out by the things we think most home care agencies should do themselves, and the things we think it’s more effective to hire a marketing agency for.