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Home Care Marketing in 2022

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Many home care marketing strategies are used to help you grow your business. There is a large market for home care services for aging adults and the market is expected to surge in the upcoming years. 

When you begin or want to expand your business, here are some home care marketing tips:

Use Digital Media

Use social media to brand your company and market your home care business. This is a free home care marketing strategy that takes time, but it is a valuable way to get more clients. Consider what you look for when you are researching a business online. Do you have a great staff? Showcase their work and their background. 

Just like any other project or goal, develop a digital marketing strategy. You should know who your target clientele is. Then, you can decide what social media channels would work best for you. For a home care business, you may want to use Facebook, Instagram, Pinterest, or even TikTok. Show off your business with pictures, demographics, and videos with clients. Explain how your services have helped them.

You may ask yourself why TikTok would be a good fit? TikTok has grown in recent years and has over 1.2 billion active users on its platform. Businesses have increased their brand awareness on the social media platform to reach more active users. If you type in “home care business” in the search bar you can find some videos of home care businesses showing their staff with clients and other great information. More small businesses are using this platform to help garner more clients. 

When developing your digital marketing strategy, focus on your goals. Use different platforms to find out what works best for your business. When speaking to your customers, always ask “how did you hear about us?” so that you will know where your client traffic source is from. 

Small businesses can struggle using social media because they don’t have the time to learn how to use them correctly. There are many classes online that you can take for free. By building a great digital marketing strategy, you will also showcase your work to potential new hires. 

Place Your Business on Home Care Lists

Consider listing your home care business on different lead-generating websites as another home care marketing strategy. For example, Caring.com, CareScout.com, and SeniorAdvisor.com are just a few lists to generate leads for your business. 

These lists usually place high on search results and will help generate leads for potential clients in your area. In some cases, you can pay to have your business featured. 

Also, when searching for home care businesses online, you will see several lists that mention the state or area. Your state or town may have a list online of home care businesses. Make sure you are on those lists. As you get more clients through these lists, you can also collect reviews on the websites that will help your business.

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Pay for Online Advertising

Many first-time visitors are not ready to commit when visiting your website. They may look at your website and leave. There are different forms of online advertising methods. You can run ads through Facebook or Google to redirect traffic to your website. 

Once you develop a target audience, you can also develop an email marketing campaign. Emails can send current and future clients promotions, newsletters, and special offers. Another strategy is content marketing. Its primary goal is to increase organic, or unpaid, traffic by improving a website’s search engine optimization (SEO). It takes time, but once you have the content in place you can expand your reach and engagement. You can also pay for your content to be featured on relevant websites.

There are other methods to consider. With an effective strategy, you can develop a website that can reach a wider audience. Compared to other marketing and advertising methods, online advertising is more cost-effective. Also, using the right keywords will help you target the customers in your area.

Add Your Business Through Google Maps

When you search for a business, you want to see it on google search for that area. Google My Business is a free method to advertise your business in your local area.

With a Google Business Profile, you can:

  • Create or get access to a business profile on Google
  • Add and manage how your business information shows up across Google

Many people use Google Maps to find a business close to their location. This is a valuable tool for your home care marketing strategy. 

Add your business profile to Google maps by:

  • Claiming or creating your business profile on Google
  • Verifying your local business on Google
  • Optimize your profile for Google Maps
  • Your profile should have all the necessary information to target your audience (e.g., address, hours, phone number, and stand-out attributes)

Ask Your Clients for Feedback

Once you start your business, consider asking your clients for reviews or feedback. If you are starting to get bad reviews on your workers or your business services, correct the issues. Once your business goes through some growing pains, ask for feedback. For instance, this can be done on social media, your website, and search engines. This can be an effective way to promote your home care business.

More and more customers (91%) are looking at positive reviews before buying a product or hiring a service. After you help a client with their needs, most people have no problem giving feedback. Furthermore, consider asking them to go on your website or google maps to give your business a review. You started your own business, and you will want to know if there are problems. Feedback from clients will help you make any necessary changes. Also, when asking for feedback your clients will feel valued. 

Today, addressing any concerns will help your business stand out from your competitors. Your clients deserve a great customer experience, and your business will grow from those recommendations. Your professionals should be trained to give great service and correct any issues.

Network with Local Healthcare Professionals

Consider joining all networking activities for healthcare professionals. Develop a professional brochure for your staff to hand out to doctors, hospitals, nurses, and other people they may know. Consider offering incentives such as a first free visit. 

Also, create a list of experts in your area that could offer a referral. Likewise, offer to become a referral for them. Give them brochures and special offers to give to their patients. Many people ask their doctor for home care referrals, so this is an important step for your home care marketing strategy. 

Use Innovative Technology 

Using smart and innovative technology as a home care marketing strategy is necessary to ensure your company runs proficiently. Make sure you have all the competitive equipment and technology so that your staff can do their jobs effectively. 

For example, many health care companies can use Telehealth services. Would this be something you can use for your home care business? Telehealth has helped home care businesses in many ways such as checking vital signs and symptoms. It has also helped with consultations and patient visits.

What can your company do to stand out against competitors? Innovative technology has become vital to home health care. By using technology that others don’t, you can showcase your home care business. 

For your staff, using technology such as ezClocker a time tracking app for home care business. ezClocker can help you manage your employees’ time and their locations while on the job. For example, Tiffany Sims from Big Hearts Home Care uses ezClocker to help manage her staff. She says, “My employees like being able to clock in remotely, and I love being able to see where they are, and when. There’s no doubt that ezClocker has made running my own business a whole lot easier.”

Using innovative technology not only helps you run your business better, but it also helps you sell your services to potential clients.

By becoming innovative in technology, hiring great people, and marketing your home business competitively, you can increase your sales. Developing relationships and getting referrals will help you grow your business as well. It is important to be futuristic in your strategies and keep up with modern processes and standards. 


Author: Kimberley Kay Travis

Kim Travis has over 20 years of experience in business, human resource management, and leadership roles. She has specialized knowledge in employment law, employee relations, recruiting, management consulting, small business growth, leadership development, workplace safety and health programs, and writing business content.

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