Digital Marketing Strategies

Cost-effective online approaches to increase care home occupancy

Digital Marketing for Care Homes

Digital marketing offers care homes some of the most cost-effective ways to reach potential residents and their families. With many decision-makers researching care options online, a strong digital presence is essential even when marketing budgets are tight.

Why Digital Marketing Works for Care Homes
  • 85% of care home searches begin online
  • Adult children (primary decision-makers) are digitally savvy
  • Allows for precise targeting of your local catchment area
  • Many effective strategies require minimal financial investment
  • Results can be measured and optimized over time

Google Business Profile Optimization

Your Google Business Profile (formerly Google My Business) is often the first impression potential residents and families will have of your care home. It appears in local search results and on Google Maps.

Implementation Steps:
  1. Claim and verify your Google Business Profile
  2. Complete all information fields (hours, services, amenities)
  3. Add high-quality photos of your care home (interior and exterior)
  4. Respond promptly to all reviews (positive and negative)
  5. Post regular updates about activities and events
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Pro Tip: Encourage satisfied residents and families to leave positive reviews on your Google Business Profile. Reviews significantly impact your visibility in local search results.

Local SEO for Care Homes

Local Search Engine Optimization (SEO) helps your care home appear in search results when people in your area are looking for care options.

Implementation Steps:
  1. Identify local keywords (e.g., "care homes in [your town]")
  2. Ensure your website includes your full address on every page
  3. Create location-specific content about your area
  4. List your care home on local directories and citation sites
  5. Ensure consistent NAP (Name, Address, Phone) across all listings
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Key Local Directories for UK Care Homes:
  • carehome.co.uk
  • NHS Choices
  • Yell.com
  • Yelp
  • Local council websites
  • Age UK directory

Social Media Marketing

Social media platforms allow care homes to showcase their environment, activities, and quality of care while building relationships with the local community.

Implementation Steps:
  1. Focus on Facebook as your primary platform (where most adult children are active)
  2. Create a content calendar for regular posting (2-3 times per week)
  3. Share resident activities, celebrations, and testimonials (with permission)
  4. Highlight staff achievements and care quality improvements
  5. Engage with local community groups and pages
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Content Ideas for Care Home Social Media:
  • Resident birthdays and celebrations (with appropriate permissions)
  • Staff spotlights and achievements
  • Seasonal decorations and themed events
  • Visitor entertainment and activities
  • Testimonials and thank you messages from families
  • Care home improvements and new amenities

Email Marketing

Email marketing allows you to nurture relationships with prospective residents and families who may not be ready to make an immediate decision.

Implementation Steps:
  1. Set up a free or low-cost email marketing platform (e.g., Mailchimp)
  2. Create a lead magnet (e.g., "Guide to Choosing a Care Home")
  3. Add an email signup form to your website
  4. Develop a welcome email sequence for new subscribers
  5. Send monthly newsletters with care home updates
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Email Content Ideas:
  • Monthly newsletter with care home updates
  • Seasonal event invitations
  • Educational content about care options
  • Staff introductions and care philosophy
  • Resident stories (with permission)
  • CQC rating updates and quality improvements

Virtual Tours and Video Content

Virtual tours and video content allow potential residents and families to experience your care home remotely, which became especially important during the pandemic and remains valuable today.

Implementation Steps:
  1. Create a simple walkthrough video using a smartphone
  2. Develop short videos showcasing different aspects of care
  3. Upload videos to YouTube and embed on your website
  4. Share video content across social media platforms
  5. Offer virtual tours via video call for interested families
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Video Content Ideas:
  • Room tours showing different accommodation options
  • Dining experience and meal preparation
  • Activity sessions and entertainment
  • Staff interviews about care philosophy
  • Resident testimonials (with appropriate permissions)
  • Garden and outdoor spaces throughout the seasons

Low-Cost Digital Advertising

Even with a limited budget, targeted digital advertising can be effective when focused on your local catchment area.

Implementation Steps:
  1. Set up a small Facebook Ads campaign targeting your local area
  2. Create a Google Ads campaign focused on local search terms
  3. Start with a small daily budget (£5-10 per day)
  4. Target specific demographics (e.g., adults aged 45-65 within 10 miles)
  5. Monitor performance and adjust targeting based on results
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Targeting Tips:

For Facebook Ads, target people who match these criteria:

  • Age 45-65 (adult children of potential residents)
  • Within 10 miles of your care home
  • Interests related to elderly care, retirement, or senior living
  • Life events such as becoming an empty nester

Website Optimization

Your website is often the first detailed impression potential residents and families will have of your care home. Ensuring it's optimized for both search engines and user experience is essential.

Implementation Steps:
  1. Ensure your website is mobile-friendly
  2. Optimize page loading speed
  3. Include clear calls-to-action on every page
  4. Add testimonials and reviews from residents and families
  5. Ensure contact information is prominently displayed
  6. Add high-quality photos of your care home
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Essential Website Pages for Care Homes:
  • Home page with clear value proposition
  • About Us (including care philosophy and CQC rating)
  • Services and Facilities
  • Room Types and Accommodation
  • Activities and Lifestyle
  • Testimonials and Reviews
  • Frequently Asked Questions
  • Contact and Visit Information
Digital Marketing Compliance Considerations

When implementing digital marketing strategies for your care home, ensure you comply with:

  • GDPR regulations for email marketing and data collection
  • CQC guidelines on marketing claims and representations
  • Resident privacy when sharing photos or testimonials
  • Accessibility requirements for your website

Digital marketing strategies offer care homes cost-effective ways to reach potential residents and their families. By implementing these approaches systematically, even care homes with limited marketing budgets can significantly increase their visibility and enquiries.

Explore Traditional Marketing Strategies