Technology has drastically changed the way we decide what to buy. Whether we’re looking for new shoes, a new dentist, or someone to care for an aging loved one, we almost always go online to find the goods and services we need. Today, 67% of the consumer’s journey is done online, and according to a study by the Gartner Group, by 2020, 85% of the consumer’s experience with a company will include zero human interaction.
These numbers are a definite sign of the times, showing how consumers are pulling away from marketing and advertising that reaches out to them, and instead embracing the power of searching for products and services on their own when the need arises. An important thing for aging care companies to understand, however, is how these searches actually happen. In other words, what do buyers Google when they begin their senior care search and what results matter to them?
Because in-home care and many other senior care services are what we call “at need services,” most potential clients and referrals aren’t going to know the names of agencies and companies for which to search. According to recent research from Caring.com, 60% of people searching for senior care had no knowledge of their local care options, and only 15% of people searching for senior care begin their search by Googling a company name and going to its website. However, 73% start with a general search term such as “home care.”
But what exactly are senior care buyers Googling? Find out what search terms your target audience is using to search for services here.