10 Ways You Can Market Your Nursing Home
If you are looking for ways to market your nursing home, whether you are looking for more customers or just trying to expand into new markets, then use our 10 tips on how you can market your nursing home. Marketing a nursing home needs to be strategically done to capture your audience while limiting your expenses. Therefore, we have developed 10 ways you should market your nursing home:
- Create A Website
- Search Engine Optimization
- Pay Per Click Ads
- Create Content For Your Audience
- Google My Business
- Get Reviews
- Local Directories
- Social Media
- Virtual Tours
- Mail Marketing
Create A Website For Your Nursing Home
A simple way of marketing your nursing home is by starting your online presence with a website. A website is nursing home’s most valuable marketing tool that can help connect them with a larger volume of residents for their facility.
With a website you can communicate to your target audience on why they should pick you as their nursing home. For example, you can list your services, events, display pictures, mention safety and health guidelines, accessibility, provide valuable information, and more. Furthermore, a website can get you in touch with an audience that you have been neglecting. Therefore, getting a website can be vital for your business success, sustainability, and/or growth in today’s market.
In addition, a website can open the door to much more opportunities for your business such as digital marketing, which will be discussed later in this blog, and compliment your existing marketing and sales tactics.
To maximize your results and return on investment, partner with a professional website designer that cannot only build you a website, but builds one based off your business goals. Not every website is created equally, therefore doing your homework on hiring a website designer is worth the effort.
Search Engine Optimization
If you currently have a website or you are looking to create one, then you must ensure your website is Search Engine Optimized (SEO). SEO is the process of improving and maintaining your website to appeal to search engines, to rank higher for relevant search queries. With the goal to be driving traffic to your website.
Your nursing home can achieve a search engine friendly website by making your website with the best possible user experience and by making your website readable for search engines.
When a user visits your nursing home’s website, you need to provide them with a world class experience online. To accomplish this, you need to provide your audience with valuable and relevant information. For example, useful resources and information such as your accreditation and emergency contact information.
In addition, your website needs to be indexed by search engines such as Google and Bing, so they know your website exist and what it is about. Therefore, you need to make your website crawlable as possible by using the right keywords, structuring your website logically, and use proper html and meta tags.
With SEO you can get your business found by users more often on the top of search engines for relevant search queries such as “nursing homes” or “best aftercare facilities.” Nevertheless, you can utilize SEO to market your nursing home facility to help you meet your business goals.
Pay Per Click Advertisement
One way to get more quality leads and help promote your nursing home to prospective residents, by creating pay per click (PPC) ads on Google and/or Bing. PPC are a great way to connect with users on search engines if your SEO is not the best.
It provides nursing homes the option to promote their facility through search engines. Whether a user is search for relevant search queries or browsing a network site. PPC ads can help promote your brand awareness and generate leads to your business. However, you will have to pay whenever a user clicks on your ad.
Generally, PPC ads can offer your nursing home results quickly. However, it is important for you to be strategic or else you will burn cash on irrelevant search queries and poor-quality leads. Therefore, it is recommended to partner with an experience and professional PPC expert to setup and manage your ad campaigns.
With PPC Ads, you can set your budget, select your audience, location, and more to target your audience efficiently and effectively.
Create Content For Your Audience
Whether you are creating content for your audience online or offline, your content must be relevant and valuable to your audience. Content marketing is the process of appealing to and acquiring a target audience to take a profitable action.
For example, you can create content with blogs, brochures, flyers, and other marketing material to help answers your audience most questions, tips, and more.
The best content answers or solves a problem for your target audience. They need to get something out of your content to want to comeback, gain your trust, or to become a resident for your nursing facility.
Here are some examples of content you may want to provide your prospective and current residents of your facility:
- Health tips such as dieting and exercise
- Common symptoms to certain illnesses
- Information about your nursing home
- Frequently asked questions
- And more.
Ultimately, content will compliment all your marketing efforts in promoting your nursing home facility to prospective residents. The more your content is tailored to your audience the better results you will have.
Google My Business
One of the fundamentals of local SEO is having a Google My Business (GMB) listing to promote your nursing home facility locally. GMB allows your business to get prospective residents in your nearby area.
Create a profile with detailed explanation of your services and provide users with images and videos of your facility. If done correctly, you will start to rank for relevant search queries from local users.
Most nursing homes often neglect claiming their GMB profile or keeping in well maintain, when in fact, it is probably what is driving in most of their business.
Make sure to ask your current residents to leave you a review, which will boost your local search rankings and make you more competitive.
Getting reviews is often neglected by many nursing homes, however it is a quite useful, profitable, and efficient way of promoting your facility. The more views you have the high ratings the better.
With a good reputation, your nursing home’s word of mouth will greatly be improved. Most of your online residents will check your reviews before visiting your facility. In addition, they will use reviews to learn whether they want to work with you or not.
In addition, reviews will help the performance of your website, PPC ads, SEO, and more. Ultimately, you will see your conversions across all marketing channels improve.
Plus, industry directories and review sites will start to rank your business in their top nursing homes. Which will help you gain credibility and authority when promoting your business to new prospective residents.
You want to be found by your customers wherever they are searching for nursing homes, therefore you should market your business on relevant local directories.
Local directions, often have a high domain rating which ranks them high for search queries such as “nursing homes near me,” “best nursing homes,” etc. Therefore, a good portion of online users that are interested in nursing homes are on these sites.
Just like your GMB profile, you want to create a detailed profile, with images, your services, etc. You do not want to cut corners because you are trying to put your best foot forward to a prospective client that is seeking long term to lifetime healthcare.
Here are examples of relevant and valuable local directories your nursing home should be on to market your facility:
- Bing Places
- Yellow Pages
- Better Business Bureau
Part of your online presence and how to promote your nursing home is by social media. Social media is a great way to expand your reach to your target market. Additionally, you can utilize social media to establish a more solid relationship with you audience, learn about them, and improve your overall marketing efforts.
Social media websites you should have your website are Facebook, YouTube, and LinkedIn.
Facebook is a great way to reach and target specific prospective residents or to promote your brand to your audience. You can become engaged with your audience, respond to feedback, and expand your networking.
YouTube can be used to provide your audience with virtual tours, events, and content related to your nursing home.
LinkedIn is a great way to expand your business by networking with other health facilities. Since many residents are referred by health professionals.
Promote your nursing home with online tours for your prospective residents. Online tours offer your target audience the convenience of learning about your facility from home.
Showcase your facility by walking through your facility and explaining what you can offer your audience. For example, suites, activity areas, cafeteria, and more.
Virtual Tours are a cost effective and efficient way of generating quality leads. Plus, it can save you and your staff time from answer questions that have already been answer. Prospective residents will be more confident and have established expectations for your facility, which means you will get more serious prospects.
Market your nursing home with mail marketing. Mail marketing offers nursing homes to option of targeting individuals with printed marketing materials such as brochures, flyers, business cards, and more.
Not everyone finds nursing homes online, traditional marketing methods such as mail marketing is useful in reaching prospective residents for your nursing home.
Mail marketing is more personal than other marketing tactics mentioned in this blog. It provides your audience with something to touch and feel. Which will make them more likely to read and potentially act on your mail marketing efforts.
Summary: How To Market Your Nursing Home
Marketing nursing home can be accomplished in a variety of ways such as: creating a website, SEO, PPC, content marketing, GMB, reviews, local directories, social media, virtual tours, and mail marketing.
Each of these marketing tactics are ways to appeal and acquire your specific audience. It is best to use each of these marketing channels to target a specific audience. Prioritize and allocate your resources to the better and higher performing marketing channels.
Eventually, you will become more effective and efficient overtime in marketing your nursing home. Just ensure each marketing tactic you decide to utilize is fulfilling your business goals, traceable and measurable.
You may find that your marketing efforts will become an ever growing learning experience to marketing your nursing home.
Get Started Today With JMF Digital Marketing
If you are interested in digital marketing, then contact us today. We are experienced in helping small businesses meet their business goals through digital marketing.
JMF Digital Marketing specializes in website design, pay per click advertisement, and, search engine optimization. Learn how we can help you expand your business, increase sales, and get you customers you want to work with.