Karina Tama-Rutigliano is a Digital Marketing Strategist and Founder of Senior Care Clicks. Karina helps Senior Care Businesses.
Traditional marketing strategies, community networking and good old-fashioned expertise have long been the marketing staples in the senior care industry. As digital transformation takes hold, digital initiatives, automated sales funnels and online advertising campaigns have gradually replaced manual marketing strategies.
If all that isn’t enough change, the emergence of Covid-19 has created an increased demand for in-home caregivers (a 125% increase, according to National Association of Home Care and Hospice data published by Fox News in January 2021). To successfully market senior care services in today’s uncertain environment, consider deploying marketing automation in conjunction with online advertising.
New Challenges in Senior Care Marketing
I can point to two reasons why people invest their time in doing extensive research about senior care services before they buy:
1. It’s a service that will affect them for the rest of their lives.
2. It’s expensive.
There’s no better place to do research than online. While you may have an attractive website that displays informative and engaging content, growing your online presence can be a slow process without the right digital marketing strategies in place.
One solution to increasing visibility for your senior care agency is marketing automation. Advertising on search engines and social media platforms is important for driving your target audience to your website quickly.
Tapping into the power of marketing automation requires you to shift your thinking from viewing ads as necessary line items in your marketing budget to tools that drive leads to your website.
The Value In Leveraging AI For Senior Care Advertising
At the top of almost every page of search results on engines like Google or Bing, you’ll find PPC ads just above the organic results. Search engines work hard to deliver just the right ads to users at just the right time. Google makes easy work out of automating the process of buying and selling ads with real-time bidding for ad inventory.
Marketing automation works by analyzing every visitor’s behavior and optimizing ad campaigns to specific audiences that have the most potential to convert. Advertising platforms typically use AI and machine learning to combine data from target audiences, interest groups and keywords to maximize the outreach potential. The whole process happens within seconds.
If you leverage it correctly, marketing automation can be the difference between a winning ad campaign and a lackluster campaign that wastes away your budget.
Defining Marketing Automation
Marketing automation is a process that automatically engages leads and guides them through the sales funnel. PPC ads drive traffic to your website, and if you optimize your pages and messages, your conversion rate can increase. In the interest of ROI, it’s crucial to monitor your leads as they move through the process.
One effective way of increasing conversion rates is setting up automation through your CRM (customer relationship management system). Make sure you set up your CRM to call leads and their home care agencies automatically after the lead submits their infomation. Adding to that, I recommend setting up automated drip email campaigns to follow up on leads.
I’m always frustrated when my senior care agency clients tell me that they’re getting poor-quality leads. When I dig deeper, I usually find that they’re not calling leads back within the first five minutes and that they don’t have any automation strategies in place.
Following up via various channels is of prime importance. Without this step, you’ll likely have disappointing results. Make sure any CRM you’re considering has the right tools for effective follow-up and eases the workflow. I also recommend working with a call center to ensure leads are getting the necessary priority.
Investing In A Quality CRM For Lead Tracking
I’ve found that a quality CRM system is essential for advertising to senior citizens and their families. All CRMs aren’t created the same. I recommend choosing one that was created for your particular industry and directly solves your pain points. The right CRM should be able to set up email strings and track the stages in the customer journey.
You should also look for AI capabilities that allow you to customize customer interactions, schedule industry-leading content at regular intervals and display ads on the most effective channels.
A CRM system should address two main pain points for senior care agencies:
1. Acquiring new clients.
2. Hiring quality caregivers.
A quality CRM should allow you to leverage AI and machine learning and increase conversions.
Creating Laser-Focused Targeting Capacity
In the quest to get clients for home care services, PPC ad campaigns can provide the means to match people looking for senior care to your services in real time. If you pair them with a robust inbound marketing strategy, you’ll have a plan of action that should offer good short- and long-term results.
From personal experience working in the senior care industry, I know that it can be heart-wrenching to move a loved one into a senior living facility. Senior care agencies that don’t respond in a timely manner will likely lose out to the competition, and their ad spend will be for naught.
The primary benefit of marketing automation is that it helps bring customers to your doorstep rather than merely hoping they’ll show up. It works because it enables you to proactively offer them the exact type of information they’re looking for at the exact time they need it. A solid follow-up plan will support lead generation and every stage of the customer journey.