Some might say, “A match made in Heaven,” or, “They were meant for each other.” What we say, and know, is that in today’s marketing environment, content marketing and senior care are a natural couple. Why? People actively search for information instead of waiting for information to come to them. And, people search on multiple devices at all given moments throughout the day and night.
Using a content marketing strategy both online and offline satisfies a major need for those searching for a solution to a care issue for a loved one or a client. Plus, being helpful to the searcher gives you a much better chance of being one of the agencies they call for more information. We estimate that 95% of those who search for care online take the next step and pick up the phone to get more in-depth information from a live person.
What is the psychology behind finding care for a loved one that finds a solution in content marketing?
It doesn’t take a psychologist to understand that people (and their loved ones who care for them) don’t like becoming frail and needing care. Most do not plan ahead for what some of the possible effects of aging and chronic diseases might entail in care. And, since it is really not a one-size-fits-all decision, in some ways it makes no sense to plan ahead because the problems and solutions vary so greatly.
It’s not until signs of needing help appear that family members begin to seek guidance, typically beginning with an online search. And that search is not always just for the rational information needed to make a decision: price, location, availability, etc. The psychological effects of extending that care beyond the family also have a huge impact: anxiety, guilt, fear, shame. Not only that, but the influence of family and friends, social pressure, experiences and expectations make the search more personal.
Enter content marketing: The ongoing delivery across multiple channels of consistent, relevant, helpful, valuable and sometimes entertaining and educational information will aid the searcher for care in narrowing down the possibilities in the decision making process.
Technology is the senior care provider’s friend.
The mobile revolution, coupled with broadband access to Internet almost everywhere, has created a marketing landscape where consumers are experiencing micro-marketing moments during and throughout each and every day. Consider the many and varied ways consumers can access information:
- Posts on social media
- Links to articles about a specific elder care issue
- Blogs on solutions to issues around chronic disease and dementia
- eNewsletters addressing specific solutions
- Online reviews by those both satisfied and disgruntled with particular care solutions
- On smart phones, tablets, watches, TVs, PCs, laptops
In other words, consumers have a myriad of opportunities on the Internet to find information that relates to the solution to their specific issue surrounding care, and also about services offered to solve those issues: company websites, review sites, social media, traditional media, and many, many more. And, statistically, we know they search online first, and many do not know anything about local resources when they start the search.
Content marketing uses strategy to place the most useful and compelling information, both text and visuals, at each micro-marketing moment so there is a greater potential that your business will stand out and the consumer seeking your services will be drawn to you.
What is content marketing?
Content marketing is a strategic approach that focuses on creating and distributing relevant, informative, and captivating content to attract and retain a clearly-defined audience and drive profitable consumer action. Content marketing is the art of communicating without selling, even though the purpose is to drive sales.
In senior care marketing, content should be educational, interesting and in touch with the consumer’s state of mind. Content marketing should deliver helpful information that makes the person searching for services feel both better informed and understood. Content marketing should provide consistent, useful, engaging communication that is easy to consume and share.
What kinds of activities constitute content marketing?
- Print and digital publications
- Social media sharing
- Podcasts and webinars
- User-generated content
- Multichannel experiences
The marketing environment has evolved – particularly with at-need services such as senior care. Rather than an aggressive sales push, the most effective marketing comes in the form of creating helpful, relevant content that’s easy for consumers to find when and where they need it. The consumer finds you. THEN you start the sales push.
About This Guest Contributor: Merrily Orsini
Merrily Orsini, MSSW, is President/CEO of corecubed, an aging care marketing company with a focus on home care, home health and hospice. Need help maximizing your online reach to those seeking your services? Contact the aging care marketing experts at corecubed! Phone: 800-370-6580 Email: firstname.lastname@example.org Visit: www.corecubed.com
- Content Marketing and Senior Care: How to Achieve that Perfect Match - February 12, 2016