In order to market your home care business the right way, you should focus on building your marketing efforts around a core of good, useful content.
Most of the traditional channels of marketing are increasingly being shunned by consumers. They’re skipping TV commercials with their DVRs, passing up magazines for online reading, and using apps and programs to block pop-up ads, banners, and buttons that otherwise might provide them with information about companies and what those businesses sell. That means it’s necessary to use other means to get their information to the consumer, and smart marketers are moving in that direction.
Now marketers and the businesses that have hired them are turning to content marketing.
What does that mean? It means that valuable, important content is being created and distributed, and that content is bringing in an audience. People who find and read this information will return to read more if they like what they’re seeing. That’s good news for the home care business putting out the content, because when consumers decide to buy, they’ll generally purchase from a home care company they feel they’ve developed a relationship with.
The more they trust the home care business based on great content, the more likely they are to buy from that business.
When companies learn how to interact with their customers based on information only, and not based on trying to sell them something, they have the opportunity to change and influence consumer behavior.
That can steer people toward buying from them, and can easily provide more opportunities to get customers interested in what the business has to offer. By helping the buyer become more intelligent about a product or service, it’s a logical progression to the buyer seeing that your company is the most intelligent choice for that product or service.
The customers will buy from you at that point, not because you’ve marketed to them, but because you’ve taught them the true value of what you’re providing.
Brand (and business) loyalty can be hard to come by in a time when there are so many options. Fortunately, customers do still reward businesses with loyalty when they feel that company has really earned it. Companies that just beg people to buy from them are not going to see the levels of loyalty that can be found with companies that provide good, high-quality information on a consistent basis, without asking for anything in return.
Some of the biggest and best companies in the world use content marketing, which is quickly becoming the future of successful marketing efforts.
The key is to make sure that the content being produced and marketed is valuable and relevant to the consumer. If it isn’t, it’s going to get passed over for other information that’s more helpful. Consumers are exposed to so much information throughout the day that they learn to tune a lot of things out.
Good quality content, though, gets (and generally holds) their attention – and that can make all the difference in the success of your home care business.
If you need content for your home care website, contact LTC Expert Publications at 888-404-1513 today!
Valerie’s motto and favorite saying is: “Impact is not created by big budgets, impact is created by innovative marketing ideas!”
Valerie is a Registered Nurse and the author of three books, Aging Answers (2003), The Senior Solution (2007) and Priceless Caregiving (2009). Her adventure in internet marketing began as a self-promotion experiment and ended up becoming a full time marketing consulting business for the elder care market.
Valerie has appeared on national television (Today Show), has hosted her own local radio show, and has been interviewed for dozens of publications and radio shows across the country regarding her business and the business of elder care.
She fast became the foremost authority in driving sales via the internet, seminars, and e-mail for senior service providers and elder care entrepreneurs.While Valerie’s best known for her expertise in marketing, her students share that her biggest impact comes from her ability to make things happen quickly, even on a small budget.
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Latest posts by Valerie VanBooven RN BSN (see all)
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