Top tips on how to market a care home

19 April 2024

Marketing in the care sector can feel daunting, especially amid the ongoing cost-of-living crisis. Potential residents and families are needing more information and content to move them to a point of picking up the phone or submitting an enquiry. Our blog offers marketing ideas for care homes, providing you with top tips on how to market a care home successfully.

Understanding your target audiences

Effective care home marketing starts with understanding your target audiences. Consider who your different target audiences are, from potential residents to their family members, and identify their specific needs. Conduct research to pinpoint these needs, for example start making a note of questions asked in enquiries and reach out to your current residents and their families about their needs when they were looking for a care home.

For families, choosing a care home for a loved one is a hugely emotional decision. By understanding the feelings of your target audiences, you can develop key messaging to resonate more deeply, whilst also providing much-needed reassurance.

Focus on your values

Our second top tip for how to market your care home is to focus on your core values and how they distinguish you from competitors. 

To resonate with your target audience, it’s important to demonstrate your core values through any unique services or daily actions in your care home. For example, compassion is a value many care homes use, but this could be demonstrated by having:

  • Customisable living spaces: Allowing residents to personalise their rooms with their own furniture and decor. This will reflect how a care home truly cares about residents feeling at home and happy in their new surroundings.
  • Flexible visiting hours: Having a flexible visiting schedule to accommodate the preferences of residents and their families demonstrates that a care home values frequent family visits.

It’s key to reflect on how your values are implemented in everyday actions within your care home to build trust.

Powerful messaging

Our next marketing idea for care homes is to curate powerful messaging that resonates with the needs of your target audiences while aligning with your core values. When communicating the value of your care home, it’s crucial to be clear, vibrant, and compelling. This will make your messaging easy to digest and will help you to stand out from your competitors. This messaging should then be used across all channels, from your website to PR and organic social media to Google Ads.

Develop a marketing strategy

Once you have a solid understanding of your core values and have nailed your powerful messaging, the next step is to develop a comprehensive marketing strategy. This will build your plan in how you will relay this messaging in the right place and on the right channels to reach your target audiences. 

Begin by identifying the most suitable channels based on your target audiences, such as social media, Google Ads, PR, SEO and events. Consider the unique aspects of each channel and how they can best convey your care home’s messages. For instance, use digital platforms to engage with families through interactive content like virtual tours or Q&A sessions, which highlight your core values. Each element of your strategy should be aligned to not only attract attention but also drive meaningful engagement that resonates with potential residents and their families, steering them toward choosing your care home.

Ensure your website is easy to use

Marketing ideas for a care home will only be successful if you have an accessible and easy to use website. A complicated or cluttered website can deter visitors, undermining your marketing efforts. Focus on creating a clean, accessible design with a simple navigation that guides visitors smoothly through information about your services and facilities. Include clear calls to action, such as contact forms or phone numbers, prominently displayed to encourage enquiries. 

By optimising your website for user experience, you can significantly increase the likelihood of converting visitors into enquiries and, ultimately, residents.

Build your team culture

It’s crucial not to overlook the backbone of your care home: your staff. Just as your core values should resonate with potential residents and their families, they should also be a big part of your team culture.

One effective way to support your staff and reinforce your values is by developing an Employee Value Proposition (EVP). An EVP outlines the unique benefits and rewards that employees receive in exchange for their contributions to your care home. By clearly defining the value proposition for your staff, you can attract, engage, and retain talent more effectively.

We’re here to help

We hope you found the blog on ‘how to market a care home’ useful. If you’re looking to elevate your care home’s marketing strategy and enhance your employer branding, Wagada Digital is here to support you every step of the way. Take a look at our work with B&M Care on their marketing and employer branding, where we supported them in significantly increasing their enquiries.

Contact us to find out how our expertise in strategy, digital marketing and employer branding can elevate your care home’s profile in the competitive market and attract the best care staff.