Running a business is expensive. That’s why it’s important to know what to invest your money in to make your business a success. When it comes to all the things that aging care companies have to invest their hard earned money in – staff, equipment, technology, etc. – quality marketing content often gets overlooked. However, most professional marketers agree that neglecting content marketing is a big no-no these days.
Many companies shy away from content marketing for fear that it is too time consuming. After all, who in the aging care industry has extra time to spend creating content on a regular basis? However, don’t let that fear keep you from investing in this crucial marketing tactic.
Benefits of Content Marketing
Providing Content that Makes Clients Pick up the Phone: Recent research from Caring.com showed that 60% of people searching for senior care had no prior knowledge of senior care options in their local area. Almost 40% of those surveyed noted that online directories and the senior care provider’s website are the tools that helped them make their ultimate decision. When it came to how long their decisions took, 34% of people surveyed took between six months to three years to finally decide on a senior care provider. This is where the ongoing nurturing of content marketing comes into play. Content marketing allows you to tell your company’s story and share helpful resources to those searching for care via blogging, social media, and email campaigns, and this high-quality, relevant content can showcase your company’s expertise and trigger potential clients to contact your agency when they are making that critical final decision. Give them content that makes them confident in picking up the phone to call your agency!
In a survey conducted by Roper Marketing Affair, 80% of business decision-makers indicated they prefer to get company information in a series of articles versus an advertisement. 70% say content marketing makes them feel closer to a company, while 60% say that company content helps them make better product decisions. Why? Because as consumers we like to be informed, not sold to.
Click here to learn more about how investing in content marketing for your senior care business can help grow your audience.