As aging care marketing experts, the corecubed team is asked this question repeatedly: Why should I blog when blockbuster websites, like Caring.com or WebMD.com, are already producing a plethora of information on senior care?
Many senior care business owners think their companies won’t hold a candle in search to these online giants. Not true!
Here are 5 really important reasons to blog on:
1. Your site can still rank in search results. Every time you post a blog, you add new content to your website, which creates another opportunity for search engines to find and drive traffic to your site. Additionally, when you post new content, it sends a cue to Google and other search engines that your website is an active participant in the senior care conversation, which brings search engines back to your website more frequently to update your rankings.
- 2. Be the local resource for senior care answers or lose out to your competitors. Google reports that people are more loyal to their need in the moment than they are to a brand. Statistically, this translates to 65% of smartphone users who will click on the site that provides an immediate answer to their specific question or need, whether or not they are familiar with the company. What’s more, 51% of consumers will end up purchasing products or services from the business whose site provided the most useful information, even if they intended to purchase from a different business originally. If you don’t blog and provide answers to questions consumers are posing, and your competitors do, not only will consumers turn to your competitors’ sites, but Google statistics indicate that 40% are unlikely to visit your site again.
- 3. Provide the most up-to-date information on senior care topics. Healthcare changes constantly. New studies, new medications, and new technology are released daily. Keep your audience updated on the latest and greatest news, and provide updated information to older blogs you’ve written as well. When you update and republish an older blog after adding some new, recently released information, or you add a link to a companion blog with more information, search engines read the updated blog as if it was brand new. This is a fantastic way to increase traffic to your site for popular past blogs.
- 4. Blogs position you as a senior care expert. If you are regularly posting content that is helpful to your target customers, it establishes your company as an expert in your field. This helps site visitors start to feel a level of trust in the services you provide. At corecubed, we hear over and over again from our clients that they gained new business based entirely on the helpful educational content we created for their websites. Don’t forget to include at least one link in each blog you write to a high authority website, such as Caring.com, to legitimize your content. Google loves to see this, as it validates your blog even further.
- 5. To know your agency is to love it. Caring for the ones that others hold dearest is an extremely personal business. Family members want not only to feel a level of trust with your company, but also to feel a sense of connection. Through blogging, customers get to know the personality of your business, and how your agency wants to help its target audience. Blogs create opportunities for customers to connect with the helpful information you are providing, with thoughts such as, “Oh, I’ve experienced that. That’s a great tip!” or, “Wow, I wish I had read this sooner. They really know what they are talking about.” And keep in mind, just because it has been blogged about before doesn’t mean you can’t have a unique take on it that will strike a nerve with your readers. Don’t be shy about sharing your company’s particular insights on a topic.
Reading your company blogs is an important part of the aging care buyer journey. Even if the readers are not in purchase mode when reading your blog the first or even second time, it can influence their decision to choose your company when they are ready to sign on the dotted line.
What do you think? Have you experienced an increase in website traffic and calls to your senior care company when blogging regularly? Are there particular topics that have brought you the most success?
Let us know in the comments, and blog on!
About The Author: Marissa Snook
Marissa Snook is the Managing Director of corecubed, an aging care marketing company with a focus on home care, home health and hospice. She is also the Program Administrator of corecubed’s MOST program, an award winning turnkey marketing program for home care agencies with extensive choices for targeted marketing and recruitment materials and services. If you’d like to learn more about corecubed’s aging care marketing services, call 800-370-6580 or visit us at www.corecubed.com.
Additional Resources on This Topic:
- Digital Marketing Academy Webinar: Home Care Agency Blogging – From Start to Success
- Content Sparks – Topics for Blogging
- Why Blog When Other Websites Have Covered My Senior Care Topics? - June 24, 2016