Running a successful home care agency takes a lot of things – quality caregivers, a strong marketing and sales strategy, and, most importantly, clients. Getting clients, however, can be a struggle for many agencies, even as the need for care continues to soar. The key is to know how and where potential home care leads are searching for services and create a “magnet” or a means of attracting leads to your business.
Today, people overwhelmingly use the Internet to search for the goods and services they need. That means that a key magnet you need to attract potential leads is high quality, regularly updated content. If you haven’t yet started a home care blog as part of your integrated home care marketing strategy, now is absolutely the time! Far from a lost art of the web, blogging provides a significant impact for companies today. According to Websitebuilder.org:
- On average, companies that blog receive 55% more website visitors
- Companies that blog receive 97% more links to their website
- 70% of consumers learn about a company through articles rather than ads
While blogging began as a more of an online diary in the early days of the Internet, for today’s businesses, blogging does more than simply let followers know about recent news and events. When done right, your agency’s blog can establish you as an authority in your field, give potential clients, referrals, and caregivers an inside look at your workplace culture, and boost your home care SEO. In essence, a well-written and regularly updated blog can be a powerful lead magnet for home care agencies, and our home care content marketing specialists can show you how!
Turning Blog Content into Leads
Blogs are a great way to increase your digital presence, making your agency more visible and easier to find in a Google search. This also makes them a great way to attract leads. However, in order for your blog to attract leads, it has to create momentum with visitors who are likely to buy your services and convert them from visitors into potential clients. Luckily, there are several ways to do just that.
- Create content that solves problems. It’s not enough to simply write a bunch of blog posts; the content you create has to resonate with your target audience. Your blog should educate readers about specific issues like caregiving, Alzheimer’s disease, how to know what type of care is needed, etc. Give your target audience information they need that answers common questions they have (How do I know when it’s time for home care?) or solve a problem (What should I do when it’s time for Mom to stop driving?) and you’ll keep them coming back for more.
- Use calls to action. You want to encourage a visitor to call or email your agency after he or she has viewed your services page, so naturally you add a call to action at the end – “Call us today at 555-555-5555 to learn more.” “Click here to schedule a free in-home assessment.” While calls to action (CTAs) may seem like no brainers when it comes to marketing your services, you’d be surprised how often they are left out of blog posts. But what happens when a visitor has read your enlightening blog about the importance of respite care for struggling caregivers and realizes that respite is just what she needs? Without a clear CTA, she may close the blog post and immediately become consumed again with the rigors of work or her caregiving duties. If she is given a phone number or a contact form, however, she’s much more likely to take action and contact your agency.
- Offer readers exclusive, downloadable content. You can’t get all the information you need to into one blog post, and you shouldn’t try. Blogs should offer a good amount of easily-scannable info without being longwinded, in fact. But if you have a piece of related content that you think your readers might be interested in in addition to the blog post, include it in the post as an exclusive download and make sure you’re capturing information (name, email, phone, etc.) from people who take that extra step to download the content so you can follow up with them later.
- Offer perks, discounts, freebies, etc. Piggybacking off of the downloadable content idea, offering readers perks or freebies on your blog can be a great way to gather information that can be used to market to them later. For example, offer a discount for a week of services, a free Starbucks gift card to the first ten people who fill out a form, or a free downloadable game that family caregivers can play with a loved one who has dementia. Who doesn’t like freebies?
- Use email nurture campaigns to ensure readers continue to see blogs and other content that might interest them. Because you’re using your blog not only to attract and educate your audience, but to collect their contact information as well, you’re also creating a robust email list with which you can nurture these new leads. Nurture campaigns help you build trust and develop relationships with your leads until they are ready to become clients. If a lead has filled out a form to download your Alzheimer’s Caregiver Tip Sheet, for example, she should also receive any other content you’ve created that relates to caring for Alzheimer’s disease. You might also shoot her an email when your agency sponsors the next Alzheimer’s Association walk. This consistent, relevant contact provides your leads with information that is valuable to them while keeping your agency top of mind throughout their buyer’s journey.
Home care marketing is becoming more and more competitive by the day, and generating new leads needs to be a top priority for your agency moving forward. A relevant, well-written, and regularly updated blog can be a powerful lead magnet for your agency, and the home care marketing experts at corecubed can help you generate compelling content that can attract and convert leads, allowing you to do what you do best – care for your clients. Contact our team today to learn more about our blogging, SEO, and content marketing services.