Let’s be honest, blogging about your home care business can be a lot of work. It’s hard enough just to gather your thoughts and express them in a coherent manner. But how do you even know if your blog posts are effective?
The truth is, most businesses don’t — the Content Marketing Institute found that 60 percent of businesses struggle to produce engaging content. The four tips listed below will help you improve your blogging strategy and create posts that people will actually want to read.
1. An effective, eye-catching title
According to Copyblogger, eight out of ten people will read your title but only two of those ten people will go on to read the rest of the post. So clearly, coming up with a great headline is a top priority if you want anyone to read your content.
Ideally, a great headline should include these two elements:
Specificity: It should show your audience what they will gain by reading your blog post.
Targeted keywords/phrases: This helps to optimize your blog post for search engines and it helps you target your ideal audience.
One great way to ensure that your headline is up to par is by using the CoSchedule Headline Analyzer. It analyzes your headline length, word choice, and readability.
2. Make sure your post is SEO-optimized
Search engine optimization (SEO) is an absolute must for every blogger. It’s important because it doesn’t matter how great your content is if nobody ever reads it. So to make sure your post is SEO-optimized you will want to include specific long-tail keywords.
A long-tail keyword is important because this is the specific phrase you think people will search in Google. For instance, “home care” is a pretty general keyword but “home care in Jacksonville” is more specific. The second example will be easier to target and you will face less competition to rank for it.
This is fairly straightforward — it just means that in every post you should include links to other blog posts and resources on your website. This is helpful for your readers because it gives them additional information about the subject. It also means they spend more time on your website and will engage more with your home care company.
4. A call-to-action
If you don’t include a call-to-action (CTA) at the end of every post, your blogging efforts may be a waste of time. Because if you don’t include a CTA you aren’t engaging with your ideal customer and you will almost certainly miss out on potential business.
Unfortunately, 70 percent of small businesses don’t use a CTA. This is likely because most people do not understand how to create an effective CTA. (Hint: “Sign up today” is not an effective CTA!)
To create a CTA that will actually work, you first need to know your audience, what their pain point is, and what will motivate them to action. Your CTA should benefit them in some way and create a sense of urgency.
Blogging can be a great tool for your business but it does take some time to figure out. If you need help with blogging or creating a content marketing strategy, feel free to check out our blogging services.
Today, content overload is a very real problem. There are blogs, social posts, videos, podcasts, press releases and much more available at the click of a mouse. So, is a blogging program, often the core of marketing strategies for home care agencies, really effective?
The answer is yes.
A content strategy that includes posting original content directly on your domain, related to your area of expertise on a consistent basis is crucial for success.
Let’s look at a few examples.
Client company Y ended their content strategy, and is no longer posting original and relevant content on their website or sharing original content on social media. Comparing the past six months without a content strategy to the previous six months where a content strategy (blogging + social) was executed, the overall website traffic decreased by more than 25 percent, with organic traffic decreasing by 31 percent and social traffic decreasing by 88 percent.
Client company Z ended their blogging program and social sharing efforts four months ago. Comparing the recent four months without a strategy to the previous four months with a strategy, overall traffic has decreased by more than 17 percent, with organic search decreasing by 1 percent in this short time frame and decreasing more than 25 percent from social media.
These websites have seen significant decreases over short periods of time since ending their content marketing strategies. The downward trend in overall, social and organic traffic is an indicator that the lack of ongoing content strategy is having a negative impact on traffic and will continue to do so over time.
Don’t miss out on great organic and social traffic to your homecare website due the lack of a solid content strategy! If you’re unsure if a content strategy is right for your company, don’t be afraid to test the waters. Set a firm strategy and execute it, adjusting the strategy to meet your goals as needed. If you need assistance managing blogging, social, email or other marketing strategies for home care agencies, reach out to our home care marketing educators to learn how we can help!
Having a blog on your home care agency website is a quick and easy way to throw information up on your site, publish stories of interest about your company’s offerings and to give valuable information to prospective aging care clients.
But what is a blog actually good for? Is it worth the investment? Can it actually help you drive more clients to your private duty home care business? How can you get every penny of value from the investment?
Consider these benefits of a blogging program:
Articles serve as the foundation for a content marketing strategy
Positions you as a thought leader and industry expert
Positive impact on search engine optimization (SEO)
Cost-effective (less expensive than hiring someone on staff to write for you)
Helps keep you top-of-mind
Tool for your home care sales people
Leave-behinds for prospective and existing home health care referral sources
Create binders of blogs for clients visiting your office
Content for sharing on your social media channels
Go from a service provider to a consultant: Resource to educate people on healthy aging at home, how to be a caregiver in the family, and exactly what are home care agencies…and whatever else you can think of!
Helps you create a positive reputation as an employer: use blogs to feature your caregivers, post their testimonials, share why they like helping seniors and why they like working for you
Give your company a personality online which helps to differentiate
Soft sell to people who may not care otherwise
Turn website into a resource: Increase return visitors, increase time on-site, increase conversions
Sending 1:1 emails to share with prospects, their families, and referral sources
What do you think? It’s time to take advantage of all the bonuses a blog can bring to your home care marketing efforts? Contact one of our marketing experts at firstname.lastname@example.org and let us put a plan into action for you!
Today, every business blogs. And many individuals too. With all of that content on the internet, how are you supposed to create content that stands out as different?
Write for Your Audience
Just writing isn’t enough. Writing for your audience – clients, caregivers, families – is key. You need to write content that answers questions your audience has and may be searching for online. Answering these questions establishes you as a resource, boosts authority and helps to position you as an expert.
But Not Just for Your Audience
Writing for your target audience is essential, but you can’t forget about search engines. Writing content that is thoroughly optimized for search engines in addition to being written for your audience allows your blog to be served in search results when potential clients or referral sources are searching for items related to your services online.
If everyone is talking about a trending topic, feel free to chime in. But don’t ask for permission and reshare their content on your blog – write your own opinion on the subject. Publishing original and relevant content on your blog benefits not only SEO, but also your target audience.
Don’t Be Afraid
I’m not telling you to take sides on controversial topics that aren’t directly relevant to your business. In fact, I would discourage that. But your company has values, goals, a mission, your culture and your team. Write content that reflects who your company really is – show your personality, specialties and talents to attract clients and candidates.
Know Why You’re Blogging
Blogging because everyone else is doing it isn’t the answer. You know blogging is important for your company, but it’s important that you know why it’s important. Setting goals for your blogging program and creating content that stands out is important. For help launching a successful blogging program, reach out to our marketing educators to learn how Providentia Marketing can help!
This FREE guide will show you how to set important goals for a website project.
As your home care business grows, your to-do list likely includes networking, advertising, recruiting and generating leads and referrals. All of these tasks warrant your time and your best efforts. But if you really want to maximize the results of your work, you must have a blog. Now you might be thinking “Really? Do I need a blog?” The answer is NO. You don’t NEED a website either. In fact, you don’t really need a sales staff or home care software for that matter. You get the point. If you really want to be successful and grow to your full potential, a blog is a must have!
Why Should Your Company Blog?
The list of benefits of blogging is a long one, but most benefits fall into two categories: branding and lead generation. As you blog, you’re providing valuable information to your current and potential clients. Essentially you’re adding value to your services by giving readers information free of charge, as well as giving clients a piece of who you are as a company and what you stand for. Your blog also establishes your business as an authority and expert in the home care industry. This in turn elevates your credibility and bolsters your reputation, both of which are encouraging to potential clients shopping for home care services.
Blog posts are also a great opportunity for self-promotion. Each blog post will have a subject that ties in with your services in one way or another. For example, if you write about the various responsibilities of home care workers, you could mention that your home care employees receive ongoing training and are well equipped to provide the services you discussed.
If that’s not enough to convince you, maybe some statistics will. According to Hubspot, companies who blog receive 97% more links to their website (meaning more potential clients). Plus, marketers who have prioritized blogging are 13 times more likely to enjoy positive ROI (more profits). Aabaco Small Business says that small businesses that blog get 126% more lead growth than small businesses that do not.
What Should You Write / Blog About?
Now that you’ve decided to seriously consider blogging, what topics should you cover? The possibilities are endless, but it is always a good idea to discuss industry news, innovations or any legislation that impacts home care. You can also use your blog as a platform to announce company news, events, new services or new employees. Your readers are likely reading your blog because they either use your services, or could potentially do so, so they will appreciate being kept in the loop about what is going on in your home care business. Finally, any tips and advice you can offer readers is valuable to them.
Example Ideas for Tips and Advice:
How to decide if a family member needs home care
How to discuss home care with a loved one
How to determine which home care service is right for your mother
How Can You Promote Your Blog?
Once your blog is up and running, you need to tell people it exists so that they can check it out! Your blog should have a link on your website (preferably in a main menu or header) so that readers can easily access it. Your next step is to announce your blog on all of the social media accounts that you created after reading our last post! This allows your followers to read the news firsthand—don’t forget to provide a link that goes directly to your blog. Don’t be afraid to post this every few days, as a reminder to read your posts. You can also pay social media sites to promote your post that announces your blog. This ensures that more people will see the post. Of course, don’t forget that word of mouth has a lot of value, so let all of your employees, clients and referral sources know. Tell anyone and everyone that your company now has a blog.
7 ways blogging helps your home care agency
Blogging increases traffic to your home care website.
Blogging improves your rankings on search sites like Google, Bing and Yahoo.
Blogging helps with social media marketing by providing more content to share.
Blogging demonstrates your expertise in home care services.
Blogging helps your sales team by giving them more to share and talk about.
Blogging informs your caregivers by keeping them updated.
Blogging educates your clients by giving them tips and advice.
If you are not sure where to begin, give us a call at Providentia Marketing. We can help your home care company start a blog and can even provide content to keep it relevant and current. Even if you want to do it yourself, we would be happy to talk to you and point you in the right direction.