Home Care Digital Marketing Case Study:
Golden Heart Senior Care Charlotte, NC
Golden Heart Senior Care of Charlotte, came to us with some of the necessary elements of a successful home care business. They were establishing a brand identity, a website, and most importantly a great service and reputation. The one thing they were missing however, was an effective digital strategy to drive the home care business forward in the digital realm and help maintain an effective content marketing campaign that would ensure the business’ continued growth.
What is Digital Strategy?
Digital Strategy is about working out where your home care brand sits in the online world, deciding who you want to reach, and figuring out the best way to go about reaching them. It’s about maintaining an online presence to a relevant audience and keeping them engaged. There’s no point having a huge online presence if your audience finds that presence tiresome or annoying. There’s a range of methods to go about developing a digital strategy, and the approach needs to be tailored to fit each niche, which is where LTC Expert Publications comes in.
What is Content Marketing?
Content Marketing involves creating (or curating) and disseminating rich, relevant content, in order to attract and maintain a defined audience (see home care personas), and ultimately convert this engagement into profitable results. Content Marketing is the art of communicating with customers without selling – instead of pitching products and services, home care brands provide information that enriches the audience, e.g. increasing their knowledge or makes them smile/laugh. The simple idea behind all this is that if businesses consistently deliver valuable content to customers, they will be rewarded with customers and loyalty.
The beauty of good content marketing is that it keeps delivering. Rich, relevant content doesn’t stop being good, and so it can continue to drive business long after it’s published. For all of our home care agency clients, Content Marketing plays a key role in their digital strategy.
For many brands, original articles are one of the cornerstones of their digital strategy and content marketing campaigns (more home care agencies need to hop on this). Articles must be focused on providing information that is relevant to both the home care brand and customer, and it’s important to realize that any content marketing associated with a brand, is as much a part of the brands identity as a logo or website, so the content and tone of voice must be very carefully considered.
In order to maintain an online presence, we schedule and produce weekly articles for Golden Heart Senior Care of Charlotte on a range of topics (from home care, to elder care, senior care, family caregivers, caregiver stress, dementia) posting them on the website and then sharing the content across social media platforms.
Unique Content Blog Post/ Article on Client’s Website
Same Unique Article Distributed to Facebook
1551 Fans in Charlotte for this Page
Original content is a broad term and deciding what content to use involves home care experience, research and discussion with the team at LTC Expert Publications, and understanding each client to develop a successful strategy. For Golden Heart Senior Care of Charlotte, we wanted to complement educational articles with content that was more fun. We created a number of short videos, caregiving themed memes, curated amazing senior oriented articles and write full length articles for them as well.
One of Many Original Videos- 571 people reached.
It’s important to constantly evaluate a digital strategy and keep it fresh. Videos like this are ultimately ‘one liners’ and to consistently repeat this too many times could lead to negative results, with customers and followers becoming bored or annoyed with the content. Considering this we went on to develop our next set of content for Golden Heart Senior Care of Charlotte.
Next, we added a series of quote images (memes), including famous quotes or inspirational ones. Small bits of uplifting content like this can help maintain a fun, likeable online presence, while other aspects of content marketing such as the articles complement this with rich and informative content. We believe this multi-layered approach is key to a truly successful and engaging digital strategy, and developing these strategies is what LTC Expert Publications does best.
Appropriate and Uplifting Memes/Quotes
Curated Content (topics of the day)
The above images are just one example of the practically limitless potential of the re-appropriation and curating of images/articles, and these can be extremely successful when done well. It’s about taking an inspirational quote or image that’s easily understandable, and then make it relevant to your brand – and most importantly – keeping it fun. There are no hard and fasts rules to this area of content creation.
For many brands, personal engagement is a key element of any digital strategy, and it’s something many brands may be doing anyway, without even thinking of it as strategy – posting fun pictures of the team, pictures of caregiver of the month– sharing these snippets of work life is beginning to seem just a natural part of business now.
With home care brands especially, customers love to see community outreach, and see the human side of things – having faces and characters to associate with a brand is often extremely important in maintaining a particular connection with your audience. Talking to your audience and in many cases potential audience has become a crucial part of running a business and our team has the experience to advise on strategies for undertaking digital engagement.
Increase in traffic from social media accounts.
Search Engine Optimization
SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. Payment isn’t involved, as it is with paid search ads.
As a digital marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
First Page Google Rankings for Golden Heart Charlotte
Client provides list of towns. SEO’d unique articles drive the site to #1.
In the senior care/ home care business, trust is a perishable asset and it is hard to gain. Making people respect you and your work is more important than any other online reputation management issue.
Our clients use a proprietary platform we provide at SeniorServiceReviews.com . Each client has their own “mini-site” that allows them to receive reviews and testimonials. Each of our clients can manage and determine what reviews should be sent out to social media, and which reviews should be handled privately with the family or employee.
Note that this home care agency has 114 reviews and ratings.
Enter the e-newsletter. A simple monthly communication that you can use to a) remind prospects of your existence and b) to educate them on the fact that home care can do great things for them.
Elements Included and What Our Client’s Experience:
- Educational Articles: A newsletter can provide a timely additional touch and reinforce the need for senior safety in the home via home care.
- Increasing sales of services: Prospects/referral sources just assume that a solution to their problem is whatever the hospital social worker recommends. Trust me when I tell you that none of your prospects understand that the choice is really theirs. Why not tell them? Remind them?
- Encouraging quality referrals: If you do them right, your newsletters will contain useful educational content that people like to share. The beauty of an email newsletter is that it can be forwarded with just a few clicks – exposing more people in the community to your great home care business.
Home care agencies who send regular newsletters benefit from lower attrition, better service acceptance and a more engaged client base. The trick to success, though, is to make this initiative last. This is an easy, inexpensive way to boost awareness, increase engagement and maybe – just maybe, get me thinking about your home care agency when crisis occurs.
The newsletter should be:
- Mobile Responsive – 90% will read your e-newsletter on a mobile device.
- Scrollable and Easy to See
- Simple format
This is just a snapshot of our digital strategy so far with Golden Heart Senior Care, and as you can see it’s the in depth, brand tailored, multi-layered approach our team brings that make our strategies so successful. With the right knowledge and expertise, a content marketing strategy can be successful for any business, from a non-medical private duty home care agency, Medicare certified home health care agency, to an assisted living facility. Our team live and love everything digital, so if you’re thinking of getting serious about growing your brand online – come and have a chat with us and help you with a digital strategy that works your brand and your goals.
LTC Experts Is The Best ★★★★★ 5 out of 5 – by Adam Smith (Owner Golden Heart Senior Care) After having used a variety of other internet marketing providers, I can say that LTC Experts is far and away the best home care marketing company that I have seen. They are as good as their word and if they say they will do something, then its not just empty promises, they will actually do it. We have been extremely pleased with our results with them as they have us on the first page of Google under a variety of terms. I would definitely recommend them to any agency owner.
Contact us by filling out our form here: https://www.ltcsocialmark.com/contact-us-about-elder-care-marketing/
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.
Google Verified Author
Latest posts by Valerie VanBooven RN BSN (see all)
- New Video: Wondering What Our Caregiver Recruiting Program Looks Like? - October 11, 2017
- ICYMI- Video Replay- Using Video for Home Care Lead Generation and Marketing - October 10, 2017
- Free Webinar Tuesday: Using Video for Home Care Marketing & Lead Generation - September 17, 2017