Elevate your business with these Four Effective Marketing Strategies for Nursing Homes.
The goal of every business, whether it deals with marketing that promotes sports equipment, food, furniture, or services of various types, is to convey the desired message to its audience, establish clear communication channels and create a base of loyal customers in the long run. This is the desired goal and should be the ultimate result of all marketing efforts.
Many more details are involved in that process, but basically, the role of marketing strategy is to define and match the message that is sent to the audience in such a way that it resonates as much as possible with that same audience and motivates them to take action/purchase or use and book services.
We can say that the marketing strategy for nursing homes is equally important as any other marketing strategy, or even more, because of the delicate nature of the industry.
A comprehensive nursing home marketing strategy plan conveys your brand message, the type, and the level of service you provide, while at the same time promoting the values of your business – connecting with potential clients and creating brand awareness, and building long-term audience trust.
Marketing experts, when creating a marketing strategy for nursing homes, must take into account many important elements, which have a significant impact on what impression your business will make and to what extent you will succeed in gaining the attention and trust of the audience.
A successful marketing strategy for nursing homes must be carefully created and must combine different digital channels and tools as well as traditional advertising methods.
In this blog, we present four steps you can take to implement a successful marketing strategy for your nursing home.
1. Responsive and Well-Created Website is Crucial
Search Engine Optimization (SEO) is what sets your website apart from others and makes you more visible and better ranked on the search engine results page (SERP) where your audience interested in the services you provide will find it easier and where you will be significantly more visible. So, SEO is crucial to the visibility and ranking of your website and is a part of the digital tool that you must not leave out of your marketing strategy.
It is important to emphasize that the story of your brand should be clear, the user experience of your audience should be effortless, and important information about services, prices, current affairs, or promotions should be easily accessible and visible. What you must also not forget is dynamic layout and formatting. Your website must look equally good and clear on desktop, tablet, and smartphone, which means that it is adapted for different devices.
You can’t let your customers wander around your website looking for information because they will give up and look elsewhere. Therefore, everything that is relevant to the potential client must be in a visible place, highlighted or that information can be reached with easy reference.
2. Promote Storytelling and Visual Content
As much as we all know that algorithms are important, which is a fact – you must always keep in mind that your target group is people and that your message is addressed to them. You must never lose sight of that and blindly follow the coordinates of different algorithms because in this way you will remain inauthentic and “shapeless” in the eyes of those whose trust you wish to gain. You need to make a strong impression, and you can do that with storytelling and quality and creative visual content, to back up your story.
It has been proven that the use of video material and good photos, as well as informative and dynamic blog content, is one of the best and most effective ways to reach the audience and convey the desired message to them in the right way. Never underestimate the importance of quality and valuable written content on your website, as well as quality images and videos, which are part of visual storytelling.
What a good blog does with words, a good photo tells through its angle. Well-designed and high-quality photos tell their own story, and video materials are an even more useful digital tool because they are multidimensional and “more alive” in the eye of the beholder.
Therefore, a good marketing strategy for a nursing home must have quality blog content, which will inform potential clients and provide them with useful information, as well as quality and meaningful video and photo material.
Try to always use real photos or videos of your users, staff, or facility, as this will show transparency and create an atmosphere of openness and trust. Audiences are very sensitive to “processed” content and always prefer to see a real representation of what they are being offered rather than unrealistic stock photo images.
That trio will perfectly “tell” your business story and convey information to potential clients in the best way.
3. Use the Benefits of E-mail Marketing
Email marketing is still considered one of the most effective and cost-effective ways to reach potential customers and one of the most effective ways to convey the desired message to customers.
Email marketing messages only target opt-in customers, so your primary and first task is to reassure them that their information is safe, that you won’t share it with anyone, and that you won’t bombard them with spam or contact them too often because it could result in them unsubscribing from your mailing list.
Newsletters can be great promotional material as long as you have something to say and present in them and if they are designed to inform and build a relationship with the customer in a non-invasive way. No one likes to be “forced” to buy/book something, so your emails should not be predominantly sales oriented. Instead, share with your audience information, experiences, promotions, testimonials…and everything that they as potential users will be interested in hearing and seeing, without at the same time feeling as if they are being pressured into buying something.
Keep in mind that the recipients of your emails are already interested in the services and are interested in practical information about your services, which will give them a bigger picture of your nursing home.
It is also important to remember that the information you offer them in the e-mail campaign, as well as the content you market to them, is exactly what will make them decide on your services or the services of your competitors. So, be smart, not pushy.
4. Establish a Strong Social Media Presence
Any business, including nursing homes, that is serious about its web presence should have a well-thought-out social media strategy and use these channels to their full capacity to promote themselves, spread brand awareness, and acquire new customers.
When it comes to marketing strategies for nursing homes and social media presence, the first and most important step is choosing the right mix of platforms to be present on. Because each social platform has a different audience and therefore different expectations when it comes to the content that is being marketed.
For senior living communities, this primarily means including Facebook in your mix, because the 65+ audience is predominantly on this social network. Of course, that doesn’t mean Facebook is the only network you should be using. Instagram and Twitter can also be very useful, as networks that will introduce you to a slightly demographically altered population, but among which there are also potential users of your services.
Social media channels have one more benefit, they have the option of paid advertising, with which you can reach the exact target audience and expand your client base for a very reasonable amount of invested money.
With all you have found out in this blog about how to create and utilize effective marketing strategy for nursing homes, you should consider outsourcing digital marketing efforts to a full-service digital marketing agency like Monument SEO & Design. SEO, PPC, Social Media Marketing, Web Development, and more. Request a free marketing analysis or call us at +1786-442-3622.