Date: 24 August 2016
4 easy content marketing ideas for care homes
Online content marketing for care homes might seem superfluous given the fact that roughly two thirds of future care home residents are over 65, but quite the opposite is true. The amount of elders that use the internet has been on an increase: in 2015, 74.1% of the 65 to 74 age group were active on the internet, while 38.7% of people aged 75 and over had been online regularly as well (
Office for National Statistics, 2015).
With the baby boomer generation entering the 65+ age group, the need for care homes and assisted living homes will likely rise significantly. If you own or manage a care home, you need it to be represented appropriately online.
What is content and why is it important?
In a nutshell, content is all the photos, images and text you’ll find on a website. Content can be entertaining, engaging, informative –depending on what you want to achieve with your website. As a business owner, you want to attract new customers and have them purchase one of your products or services. Additionally, you want existing customers to keep coming back and you want your page to rank well in Google search results. Regularly updated, quality content is a vital factor in achieving all of that.
Content marketing for care homes
It’s not easy to create engaging website content that will appeal to both the elderly as well as their family members. You’ll want your online content to be informative, but not too formal – after all, care homes are places where residents should feel at home. In this article we discuss four ideas that will give your care home the online boost that it needs.
1. Use quality images and video content
Recent studies have shown that new media caused the average human attention span to drop significantly: it lasts roughly eight seconds – shorter than that of a goldfish. As a result, internet users tend to prefer websites that contain less text and more images. If that’s not the case, they might leave in a matter of seconds. To avoid that, make sure your website does not only consist of plain text, but provides sufficient visual content as well.
Besides, your care home is not just a place where the elderly and disabled people receive the care they need – it’s their home. Upload pictures and videos of your location(s) to give future residents and their relatives a visual impression of the quality housing and personal care you offer, and make sure to include a fitting call-to-action. Having a variety of fantastic visuals will make visitors stick around on your website longer, and the call-to-action button will urge them to get in touch with you.
2. Write blog articles
Give your website a personal touch by adding a blog section. Some benefits of blogging are:
- It’s an excellent way to communicate with your website visitors, either through comments or ‘likes’
- It’s personal: it shows there’s a human side to your business, which is particularly important when your business is a care home
- It creates incoming traffic as people who read it might ‘like’, comment on or share your blog on online (social) media – subsequently the blog will draw more viewers
- It’s fun!
There are a lot of things you could cover in your blog article. For example, you could interview your residents and their family members to share their experiences with your care home. It’s practically a review of your business, which gives you extra positive exposure. Reports on special events and activities special may also interest your visitors. All in all, blogging adds a lot of value and credibility to your online presence.
3. Set up a newsletter
As much as blogging is a great way to keep residents and visitors in the loop, not all of them will visit your website frequently enough to read everything you post. Newsletters allow you to sum up what has been going on in your care home over the past time period, whether that’s a week, a month, or a year - although we would definitely not recommend the latter! Make sure to send your newsletter on set days and times, so your subscribers know when to expect it.
Invite your website visitors to subscribe to your newsletter with a call-to-action. In your newsletter, you could add links to your blog articles, write about recent news, add photos of the care home and more. s Make sure your newsletter links to your website in order to improve your online statistics.
4. Know your social media
Considering the fact that more elderly people use the internet, it comes as no surprise that many of them have discovered social media as well. Their younger family members most definitely are active on social media, and they are a group you’ll want to target as well. Create accounts on Facebook, Twitter, and Instagram, and start following people, communities and businesses you would like to target.
Social media platforms are the easiest and most accessible way for you to communicate with your target audience. On top of that, by having a Facebook page with lots of ‘likes’, a Twitter profile with many followers or a Google My Business account full of great reviews you show that your business is well-regarded by the community.
Creating posts and content on your social platforms shouldn’t be much of an issue of you integrate your social media accounts into your website. Trendzer’s built-in social media apps give you the option to post your new website content directly onto your social media pages with just a few clicks!
That’s all, for now…
We hope these tips will help you take your care home to the next level when it comes to online content marketing.
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