What needs to be in a care home marketing strategy?

Is your care home’s future secure, even if you’re at full occupancy? Whether you’re actively trying to fill beds or sitting comfortably with a waiting list, putting your marketing on the back burner is a risk you can’t afford. The social care industry is sensitive and ever-changing. Relying on ‘word of mouth’ alone leaves you vulnerable to a host of internal and external challenges – from negative inspection ratings and staffing shortages to new competitors and sudden legislation changes.

This is why a solid care home marketing strategy is non-negotiable for long-term financial stability. A marketing strategy is your roadmap – it’s the detailed plan that guides all your promotional efforts, ensuring your care home remains visible and trusted by the families you aim to target. It will ensure you are attracting new residents and proactively building a strong brand reputation that can withstand any shifts.

Marketing strategies can be very detailed and high-level, or they can cover the basics to ensure you are staying on track. Some key elements we would recommend are discussed in this article.

Market Research: The First Step

This part of your marketing strategy is so important. It provides you with the opportunity to fully understand the geographical area where your home is based, the demographic population of the region, and perhaps most importantly, your competition. This is the time to find out about other care homes in the area and understand their USPs (Unique Selling Points) and pricing points.

When you are armed with this information, it is much easier to understand how you can differentiate your own care home and bring your own USPs to life. Be aware of your strengths and weaknesses, opportunities and threats, and factor these in.

Know Your Audience

Before you consider any type of marketing activity, answer one critical question: Who are you trying to reach? If your answer is “anyone looking for care”, you are limiting your home’s potential. Don’t assume your audience is anyone seeking care; it’s more likely to be a diverse group of people with specific needs and concerns. 

To speak to your audience, consider all your market research and really understand what your audience needs. What type of home do you run and who is your ideal resident? Where did your current residents hear about you and where did they live? What are your cost brackets and who can afford them? 

Your target audience isn’t just the potential resident; it also includes their family members. Recognise that these are distinct audiences with different priorities, which means they’ll respond to your messaging in different ways. 

A truly effective marketing strategy speaks to everyone involved. For the potential resident, focus on their independence and quality of life. For their family, address concerns about care, safety and community. By tailoring your messaging to each group’s unique needs, you can build trust and engagement with everyone who influences the decision.

Build a Digital Presence

A strong online presence is essential to reach the 79% of consumers who search for a nursing home online before booking a visit, a statistic highlighted by industry experts at Care Sourcer.  With 98% of the UK population online, a lack of digital presence means falling behind.

Your website is your digital front door! It must be user-friendly, visually appealing and technically sound. It should also be optimised for search engines, have clear navigation and include a responsive design that works on any device. Make sure it is reviewed regularly and that content is updated to keep it fresh and relevant.

Use social media as both a marketing tool and an engagement platform. It improves communication, enhances community engagement and will assist with recruitment and reputation management. Think about your target audience and the platforms they will be using and post regularly with authentic video and photography,

Ensure you are accurately listed across key online directories. Treat your Google Business profile and your carehome.co.uk listing as top priorities. These highly visited platforms are where many people will find you, so use high quality photography, video content and a compelling bio to stand out. Ensure you are listed on local business and healthcare directories to boost your SEO.

If your budget allows, consider investing in digital marketing to further boost your online presence. This includes both organic and paid search efforts to ensure people can find you easily.

Community Connections

Building connections with the local community is a classic and highly effective marketing strategy for a care home – and one that is often overlooked. It’s crucial for your care home, whether through the owner, manager or lifestyle team, to consistently engage with the community. 

Here are some key groups and businesses to focus on:

Educational Organisations: Reach out to local schools, colleges and youth groups. These connections provide an opportunity for residents to interact with younger generations. This not only enriches the lives of your residents but also builds awareness of your care home within the community. 

Community Groups: Investigate local groups that might be interested in partnering with your home or using your facilities. Reach out, learn what they do and see how you can work together. Examples could include Men in Sheds, art and craft sessions and WI groups.

Health and Social Care: Ensure that local GPs, hospitals and other health organisations are well aware of your care home and its specialisms. These professionals regularly interact with your target audience and are a valuable resource for referrals, whether for respite or long term care needs.

Community Hubs: Become an active part of your community. Places like village halls, pubs and shops can all be valuable links. They can lead to opportunities for resident activities and provide essential referrals.

The key is to build and maintain these relationships. Invite people to your home, give them a tour and host them for a coffee or afternoon tea. By doing this, you’ll effectively showcase that a care home isn’t just a building; it’s an integral and vibrant part of the community. 

Reputation Management

In the social care sector, your reputation is your most valuable asset, so this should be the foundation of a marketing strategy. Building trust isn’t a one-time event; it’s a continuous process that should be woven into every interaction, long before a family ever needs your services.

Start building your reputation with your community well in advance, to showcase your home’s values and positive culture. At the point of an enquiry, someone will have already made perceptions of your home, and now is the time to showcase your strengths.

Once a person is in your care, maintain your positive reputation and deliver on your promises. A culture that attracts and retains staff who share your values is crucial, as their dedication and care are what truly build your home’s reputation.

While proactive reputation management is about building a positive image, crisis communication is about protecting it. In the care sector, a crisis could be anything from a negative CQC report to an infectious disease outbreak or a serious complaint.

Having a crisis communication plan in place is not just reactive; it’s a proactive way to maintain control during a difficult time. When a crisis hits, you need a plan to respond calmly and decisively. This ensures your communications are controlled, transparent and ultimately protects your home’s reputation. A well-executed crisis plan demonstrates leadership and accountability, which can reinforce public trust even in challenging circumstances.

Measure your success

To truly understand your marketing performance, you should have a system for tracking and analysing results. Implement a strong CRM (Customer Relationship Management) system to log and monitor every lead and enquiry. 

Use digital analytics platforms to assess your website traffic, user behaviour and online presence, including social media engagement.

If you have a marketing budget, calculate your return on investment (ROI) and cost per lead (CPL). This financial analysis helps you determine which marketing activities are the most profitable and efficient.

By continuously assessing this data, you can clearly identify what’s working and what isn’t. This process allows you to refine your strategy, better understand your target audience’s preferences, and make smarter decisions to maximise your marketing impact.