If you run a nursing home and you are looking for a way to stay competitive and resilient od today’s market, look no further, because this is a blog for you!
When we are talking about marketing strategies, every industry has its specifics, but marketing for nursing home facilities is fundamentally different from marketing in other industry branches.
We are bringing you basic and must-have marketing strategies that will make a real difference and bring your nursing home to the next level.
Here are the four most important marketing strategies for nursing homes that will rank you high on Google, lift your brand awareness and reputation, and bring you the most important thing of all – new clients.
The first and essential step in the digital marketing process is to be viable and easy to be found Google, and there are a number of ways to achieve that, especially for businesses such as nursing homes.
1. Pay Per Click Advertising (PPC)
When it comes to visibility on Google and the fastest way to put your name out there, there is no more efficient tool than PPC.
In digital marketing for nursing homes, PPC occupies a very significant place.
When you open Google’s front page and type, for example, “nursing home” in the search tab, the first thing you will see are ads for the term you were searching for. They will be on the first, second, and probably third place on the first page of Google, and only after the ads that occupy the most visible positions will you reach the organic content related to the term you searched for.
Google offers you an option to create a Google Adwords account, create an ad campaign, and choose specific keywords you want to bid on. For example, If you want your ad to be displayed whenever someone searches for “nursing home,” “assisted living facility,” or any other word or phrase which is connected to your business, the keyword included in your ad will provide that for you.
Paid search ads are by far the fastest way to get your site to appear in search results, but that kind of publicity comes with a price. PPC is extremely efficient because it targets a specific audience, one that can be easily converted to real clients, but you will have to pay each time someone clicks on your ad. That is the main principle of how PPC works. You get the “front seat” and the spotlight on Google, but you will have to pay for every click on your ad. But, if you have done your prep well, PPC will pay off.
Google Ads is a complex platform, and Google makes a fortune off of inexperienced advertisers who don’t know how to navigate their ads properly. So, if you are thinking about implementing PPC in your marketing strategy, you might consider outsourcing and reaching out to a digital marketing agency like Monument SEO & Design to handle your PPC for you. With a hand full of experience in digital marketing (PPC, SEO, Google ads), you won’t risk wasting a lot of money on untargeted traffic which will never convert into real clients. Our expert team will do all the work for you and your PPC will reach its maximum potential with an optimal amount of money.
2. Search Engine Optimization
SEO is an inseparable part of digital marketing for nursing homes strategy.
We explained above that the first search results on Google on almost every topic will be paid ads, but after ads are coming organically placed websites.
If you are thinking and planning to stay at the top of the Google search and by that more visible to a lot larger group of people, you have to optimize your website and all the other digital channels you use to promote your business. And the best part about SEO is that is free. You won’t pay a dime when people click on your website.
SEO works slower than PPC and it takes time to see the first results, but in the long run, it’s necessary and brings you more consistency and sustainability. Not to mention that it doesn’t spend any money for placing you at the top of the search engine.
SEO work on a keyword implementation strategy, that outlines the most important points of your business. Words and phrases are the basis of successful content on the Internet and SEO use them to emphasize your specifics, attract a specific audience that is interested in what you have to offer, and place you higher on search engines based on your preferences. Google determines your ranking and visibility based on your content value and keyword strategy, among other things.
3. Conversion rate optimization (CRO)
Ok, you have done your homework – you optimized your website and other internet platforms, you implemented well your PPC campaign and all that led to a incresed traffic to your website. Well done!
But, the question is does that necessarily mean that you are going to generate more leads? Unfortunately, the answer si – no. Before that, you’ll need to take the next step in the digital marketing process, and that is to ensure that your site converts visitors into leads.
A common mistake when we design websites for our business is that we focus only on sites to look attractive and be modernly designed. That’s also important, but not crucial. Yes, the site has to be attractive and look nice, but you need to ask yourself the following questions:
- Does the site properly and clearly describe your company’s value propositions?
- Is the site sufficiently persuasive to convince visitors to contact your company?
- Is social proof utilized to show that your brand is established and trusted?
In answers to these questions lies a reason why many website designs result in an attractive and notable — but nothing more than that. They are just pretty pictures, and you need more than that! A fact is that just an attractive website will not necessarily increase conversions, leads, customers, or revenue.
So, what is missing?
For your website to effectively generate leads, you’ll need to make sure that you give visitors a good reason to contact you and present strong calls to action (a prominently placed contact form, easy access to important information, valuable and informative site content) to provide them with the ability to do so.
To resume, for a successful conversion rate and full client engagement you need to include in your marketing for nursing homes strategy all the key points mentioned above.
We hope that you fully understand the significance of these three pillars of digital marketing for nursing homes because they represent the most important ground base for all further marketing activities online.
Now, you can choose one of two things, you can follow this advice and work on your PPC, SEO, and CRO strategy in-house or you can get in touch with a professional digital marketing agency like Monument SEO & Design.