The promise of technology for business is its ability to make big resources available for everyone. It’s an equalizer. The personal applications have changed entertainment, personal networking, finance, job hunting, and many other parts of our lives. In business, we look to technology accelerators in ecommerce, cloud services, software that is developed through broad crowdsourcing, and other systems that allow us to do more with less time and money.
You have many choices for marketing and advertising - social networks, digital ads, print ads, email, direct marketing. Which one rises to the top? If you are in healthcare, technology, education or just about any industry, you may have thought your website was not that valuable because it hasn't been bringing you customers. If this is you, you need to think again. 2017 research reinforces the fact that people who are on their way to becoming customers because they want to expand their learning will go to your website more than any other resource.
A company's online presence has become vital to how its customers and potential employees perceive their brand. From the look and feel of the website, to its content, to where your company come up in their Google search results, people care how you present yourself. So just how are home health and home care agencies doing online? Numbers don't lie, so let's take a look at some statistics on the subject. Do you know where you stand as a company? The results might surprise you.
There are more than 5,000 options for Martech (marketing technology). Add that to what you need for customer service, CRM, scheduling and payment systems and it creates a dizzying array of options. Growing companies have large tech stacks and need a complex set of strategies to compete. But how do they integrate the technology and the information in a way that creates business growth?
What people see when they search for a term that has local services attached is different than what they get when they are searching more globally. Local and global search are both beneficial, and it's important to know how they work to connect someone to your home care marketing. Think of this as two kinds of web searchers:
SEO brings you “organic traffic,” which delivers to customers who are searching resources that solve their challenges. At the top of the same page that the organic listings appear are both the local SEO results and paid search ads. Paid ads are marked with an advertisement symbol, and people know they are click-us ads that appear on the top of the search page. While these ads are working better than they used to, people still trust the organic listings and the local listings more than they trust paid advertisements. But that does not mean they have no value. For most home care agencies that want to grow, a combination of paid and organic listings is most effective. However, reliance on paid ads only is not a good strategy for sustaining business growth.
On the top of many agencies lists is the opportunity to drive additional visitors to their websites. This is done using search engine optimization, which is a series of steps that have a simple goal - place your website on the first page of as many search engine responses as possible. Since the dominant search engine is Google - we can simply say that SEO is designed to put you on the first page of Google searches.
Both customers and employees go through a journey before they contact a home care or home health organization. Like a good story, the customer journey in home care marketing begins with a challenge or a need that has to be overcome. The presence of that need is what sets the journey in motion.
Customers and search engines have one big thing in common - what they want is answers to questions and solutions for their needs. Google’s primary job is to deliver the best information for the question posed. Customers reward valuable information by staying on websites longer and sharing it with their friends (which also tells Google that they should send more traffic). This is all wrapped up in the digital content that you make available online on your home care website and through social networks. Make your home care marketing content online both intentional and functional for your business with these insights.
Opening new services, locations, and any kind of business growth requires an investment balancing act. You ask, "which marketing spend will create a return most quickly?", and,"how can I minimize risk and reduce the “burn rate” as the business grows?" Reaching break-even isn’t the goal, since total profit at break-even is zero. The goal is to get beyond break-even to profitability.
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