Last Updated: December 9, 2021
Heading in to 2022, creating a marketing strategy for your home care registry can be daunting. There is an ocean of tools, strategies, and best practices to consider while you’re already working on attracting new clients, finding caregiver talent, and the day-to-day operations of managing your business. That said, some of the worst-kept secrets in marketing are about the free tools available that can help boost your registry’s visibility in your community.
The best part is that each of these can be used to find new clients and attract new caregivers–it all comes down to what you want to prioritize in your marketing strategy.
Here are 5 free tools to help market your home care business.
1. Social Media
Social media is one of the most powerful tools out there for growing a business within your community, and it is completely free. While there are many platforms to promote your business on, one of the best to reach clients and potential caregivers is Facebook. With a whopping 2.7 billion users, it can be easy to reach clients where they are.
Creating a business page in Facebook is an excellent first step toward passively growing your network. Update your business information, add pictures, and make sure to post regularly to keep the content fresh. The most important part of social is staying connected. Respond to comments, messages, and reviews to stay engaged with your network, and meet your potential clients and caregivers where they already are.
2. Optimize Your Website
This is another quick tool that can help your organic search visibility, the traffic your website receives when a user types in phrases and terms that match your business offerings, such as “home care referrals near me”. The most important pieces to make sure are updated and on every page are your name, address, and phone number. Including what your business does at or near the top of your home page can also lead to an organic boost.
Your website is the home base for your business’s marketing efforts. Including your social profiles and customer reviews on your site is another way to passively cross-promote and give prospects an opportunity to learn more about you before they make that first call.
3. Google my Business
It is no secret that Google runs the search game. There are some simple steps you can take to ensure that your registry is seen whenever clients are searching for quality care, or caregivers are searching for their next employment opportunity.
Setting up and owning your Google my Business profile will give you an edge on your local competition by completing simple information such as your business name, address, phone number, hours of operation, and more. This allows you to take control of how your business appears on Google Search and Google Maps, and gives you the opportunity to stay engaged with your community by responding to reviews and messages.
4. Review Campaigns
Shopping online for anything comes down to social proof in the form of reviews. The more good reviews, the more likely a person is to work with your registry–and the more likely your business is to show up in Google rankings, but that’s a longer explanation.
The quickest way to source reviews is to ask. Make sure to use your Google review link and your Facebook review link, and to thank your clients for reviewing–appreciation goes a long way for building a network!
5. Track your Leads
At the end of the list, we have the absolute best way to ramp up your marketing, which is by bringing it all together. Understanding where your best leads come from inform you on where to start putting your marketing investment–whether that is time or money. Ask your leads where they found your business, and make sure that channel is optimized and updated frequently.
The key to successful marketing is consistency, especially with these free tools. Be intentional and consistent in sourcing reviews, responding to comments and messages, and making sure your website is up-to-date with current business information.