Senior Care Marketing Agency.

FAQs about Senior Care Marketing.

• What's the difference between paid search and organic search?

  The primary difference between paid search (PPC)  and organic search (SEO)  is the cost.

  SEO is great for the long-term health of your community to protect your online reputation and ensure you're building an asset (your website) that can consistently attract residents and produce new revenue opportunities.

  PPC is great when you need residents now. If you're in a market with national brands, it might take several months to outrank them organically. PPC can get you to the top of search results immediately in your market and beyond. 

  However, PPC does cost more than SEO due to the competitive bidding of advertisers, which is why most companies choose HLM to have both strategies in motion at the same time to get leads now while growing their communities for the future.

• What's better Facebook Ads vs Google AdWords?

  Google Ads (AdWords) capture customers who are searching specifically for your services. Typically, those people already have a need or a problem and are searching for a solution. Google Ads allows you to present your senior care solution as the best choice.

  Facebook Ads are great to build awareness for your community and services to people who are more emotionally driven and are looking to get a feel for your community or service through Facebook posts.

  Facebook Ads can work great for new communities, engaged communities, and employee recruitment campaigns. HLM executes campaigns for many purposes for clients and typically recommends maximizing Google Ads first.

• Is paid search or PPC expensive?

  It can be, especially if you self manage your campaign or neglect it. We find the most waste goes to irrelevant searches that don’t result in new leads for your company. HLM approaches campaigns by first having a kickoff call with you to help determine what lead cost would make ROI sense for your company.

• Can I do PPC myself?

  Yes. Google would prefer it, as it would result in more money for Google. We find nearly every company who comes to us and was previously managing their own campaign saves more money in wasted spend than our professional management costs. Likely for less cost, you can be getting much better performance having a professional Paid Ads management company like HLM.

• Do I need a senior living website or just a Google Business profile?

  A Google Business Profile is not enough to attract or engage new residents. Your website is the first place anyone looking to place mom or dad in a senior community will look. Why? Because people make emotional decisions. A website is your first chance to create a fantastic first impression. Your website should be filled with all the information a person searching the web for senior care options will need to request a tour. Families want to see your location, your staff, what services you provide, and if you offer a continuum of care.
  
  However, it's not enough to create a website; it needs to be updated and maintained with new community updates, new employees, customer testimonials, ads, or promotions. A website is the first step in building a solid foundation to help grow your community for years.

• Do I need SEO for my senior living community?

  SEO is an online marketing strategy and tactic that gets your senior living community, senior care agency, or in-home care service to the top of local search results when people search for senior care options. Search Engine Optimization is a process that makes your website more visible. It does this by using on-page and off-page tactics like keyword strategies and ensuring NAP (name, address, phone number) are consistent across the web to build trust and send the right signals to search engines.

  A big first step to helping your SEO team is to create and fill out your Google Business Profile completely. As an HLM customer with an SEO package, we'll handle all your local SEO optimization needs.

• Do I really need social media for my senior living community?

  Yes! You should absolutely include a social media strategy for your senior living community or in-home senior care solution. It's more important than ever for senior care businesses to engage potential customers online and build their brand presence.

  In this digital age, word-of-mouth advertising and occasional advertisements are not enough. Featuring testimonials and care options, community events, and staff on your social media pages is an excellent way to engage new customers and get them excited about trusting their senior with you.