It’s false, and here’s why. Your online presence is about more than just your website, but it’s not a gruelling task that’s going to take loads of time. Investing in being seen and heard online can help you find the right clients, hire like-minded people who’ll stick around, and spin all the things that make you unique into your brand identity.
Over time, when people think of your brand, they’ll think of your USPs. They’ll recognise your name, your logo and your brand colours. And they’ll know you’re an expert care provider they can trust.
Let’s take a closer look at the digital marketing journey, and how to build your online presence.
Where to be seen
Most people start looking for a product or service online. They’ll go to Google and type in brands they’re familiar with, or search for the service they’re looking for plus their location. When they’ve seen a few websites and they’re deciding between them, they’ll look for reviews from trusted, independent sources – Google reviews or comparison websites.
If you’ve only got a website, you risk being dropped in favour of someone with a better online presence. The more someone can learn about you from real clients, the more they’ll trust you. Social media can also give them more insight into what your company is like than a static website.
Ask your clients to leave you reviews on Google or other websites. You can usually reply to these reviews thanking them or addressing any concerns they’ve raised. In the age of bots and fake reviews, this will add authenticity and show that you’re willing to act on feedback.
Meet people where they are
These days, we spend a lot of time on social media. If your clients and prospects are already looking at their socials, it makes sense for you to be there too. A lot of us don’t just want to see brands on social media, we want to engage with them. So, what do people want to see from a care provider?
They’re hoping for a glimpse behind the scenes. They want evidence that backs up your mission statement and values. You’ve told them what you do, now it’s time to show them. It’s really important to get permission before you share any photos of staff or clients. But if they’re happy to be photographed, nothing is more reassuring than seeing recent photos of residents relaxing or enjoying activities at their care home, for example.
If you’ve got long-standing staff, this is a great opportunity to share regular photos of them – especially if your USP is your close-knit team of carers.
Keep in touch
Another aspect of your online presence is showing that you keep in touch with people. You can do this with a regular newsletter that people can sign up for on your website. This can be a showcase of your recent blogs or an update on news and events.
Newsletters are a nice way to keep in touch with family members living in residential care between visits, but if you’re going to personalise them, get permission to share news and pictures from residents or their loved ones, and only add approved contacts to your mailing list.
Get off to the right start
Digital marketing doesn’t have to take up loads of time, but it does require consistency. Ask someone on your team to take ownership of it and spend a few minutes a day updating socials and responding to comments. Before you know it, you’ll have a rich and engaging online presence to help secure new business and show job seekers why you’re the best care provider to work for.
If you want to know more about growing your online presence, get in touch with the team to find out how we can help. We work alongside your team to build your brand identity and promote it in all the right places.
