When reaching buyers of senior care products, a strong online presence is of high importance. In a recent article published by Entrepreneur.com, writer Mark Willaman outlines the importance of providing online content that clearly states who the company is and that addresses their unique selling points. However, traditional marketing tactics, such as print advertisements, sponsorships, or trade show exhibitions, are still crucial methods when attracting the senior care market.
Research illustrates how these marketing approaches are still useful when targeting seniors, as well as online sources such as webinars, search marketing campaigns, white papers, and byline articles. Yet, acquiring a strong online presence proves to be more effective when reaching the elder care market. Not only does the Web provide customer with product information and services, but gives the opportunity for the company to position its culture, standards, and expertise.
Carebuzz delivers online marketing services to the providers of the in home care industry. For more information send an email to Carol Marak, Founder - carol@carebuzz.com.
2010 brings high hopes for Carebuzz and WorkingCaregiver.. high hopes along with lots of work in order to fulfill the high hopes!
The past few weeks have been filled with planning, building strategy, and revising the business plan. Well, we are still working on the business plan even after 2 months! Does it ever end? I hear promises that it can end.
As for fulfilling our goals - here’s a couple of items that I use to help me achieve my dreams and wishes, and goals:
1. Write out your goals - for me it was easier (not easy) for me to write out my business plan and list out our goals for 2010
2. Try to read them every day
3. Flip Chart or White Board - The daily tasks are written there - what needs to be done everyday
4. Calendar that sits on your desk and glares at you everyday… not to irritate you but to send friendly reminders on what’s next - this can be electronic too - I need friendly reminders to stay on task
5. Get clear on what you are trying to achieve and WHY - this helps me understand the importance of my accomplishments
6. Schedule times to check email throughout the day- helps eliminate my distractions and believe me I have quite a few of them
7. Share your goals with a business buddy - this holds me accountable
8. Do one thing at a time - then you won’t feel overwhelmed - my biggest obstacle!!!
9. Be receptive to doing tasks differently - being receptive to new solutions
In the past, most senior care and health care companies have been spending marketing dollars on yellow page ads, print ads, and direct mail pieces. For the new year, 2010, ask.. is this a good place to spend my hard earned money? Inevitably, the results are inconsistent and ineffective.
We will look at other options that’s gaining attention.
Here is one that most senior care providers must continue with and that islocal communitynetworking & marketing to health care professionals in the aging industry. Why? Because you will reach the influencers of those purchasing senior care services. Who are the influencers?
Family Caregivers
Physicians
Nurses
Social Service Agencies
Geriatric Case Managers
Pharmacists
Hospital Case Managers
Rehabilitation Centers
Physical Therapists
Investment Advisors
Elder Care Attorneys
..the list grows but you get the idea! But how is the best way to reach these influencers? Face-to-face meetings is one way. Is it efficient and the best use of your time and marketing dollars? Probably not. Instead why not build a database of email addresses and send them a newsletter or whitepaper that’s useful. So, what would that look like? Think about it. What is useful to your organization? How can you help your staff become more effective? Through questions like these.. you will find answers. But you want to make that marketing piece so appealing that your readers will refer to it over and over again. If they do that, surely you’ll be remembered in time of need!
For example, think about creating a useful document that contains local resources. How many senior providers and caregivers could use a local resource guide that’s easily accessible?
We’ll continue this conversation in a day or two, so please come back for more creative and effective marketing ideas.
The growing rise of social media sites like Facebook and Twitter creates another “marketing” need to teach or consult companies “how to” leverage social media for business purposes. I ask myself, are these sites really valuable for companies?
It’s interesting to study and observe the shift from local, face-to-face marketing to a global online social media communication style. Carebuzz works in the senior care industry and since our first website WorkingCaregiver.com, it’s been fun to watch this shift of building online relationships.
I read an article on INQUISITR titled Is Social Media Useful or just Ego-Boost? The author brought up a valid point about LinkedIn. “Of the various social media sites, the one I’ve seen used the most for non-marketing business uses is LinkedIn. While there are many people who see little to no value to the site, I’ve witnessed companies using the site for recruiting, locating service providers, and seeking business advice. I was hired at The Industry Standard based on working LinkedIn, and yet it’s the one social media site that always seems to be ignored or dismissed. It has the highest CPM rate for advertising of any social media site, and probably will be one left standing in the end.” I have a difficult time finding my way to LInkedIn even though we have a profile there.
As for Facebook and Twitter, I have found it more useful to us here at Carebuzz. The article on INQUISITR continues to read, “Both can be used to build brand awareness, as well as pitch journalists, announce news in a less formal manner, and reach out to a different audience. Some people have had success with leveraging their contacts on the sites for jobs and partnerships, but the majority of the users seem to use the sites for their intent: socializing.”
If that’s the case, “socializing” for business beats the heck out of formal business networking.. for me anyway.
CareBuzz can help you reach baby boomers and seniors in your local market. We develop and deliver targeted content for the aging care industry.
It’s all about customer service on Twitter.. not so much selling… although Twitter is a great forum to push out marketing content. Here is a video (see below) on Alaska Airlines’ strategy on Twitter. For them it’s not just selling and advertising their airlines, travel discounts and places to go on vacations.. Alaska Airlines wants to focus on customers.
Focusing on customers - what they want - what is important to them. Listen and watch this video on how coordinating a Tweetup for Alaska Airlines’ customers created a digital word of mouth that got people talking and appreciating the airlines even more. In this exclusive interview with SimpliFlying.com, Elliot Pesut of Alaska Airlines details their Twitter strategy, and talks about the recent Tweetup they had in Seattle.
So, next time you are thinking through a Twitter strategy, you might consider a TweetUp that focuses on your customer.. having fun, learning something new or simply seeing you, the vendor/supplier as a real person… it’s about being transparent.
TweetUps - What’s it all about?
How to Organize a TweetUp
Organizing the Tweetup: DO
1. Utilize your Twitter network as a way to drum up support, help and ideas.
2. Actually visit the venue.
3. Plan for more people to show up than you think.
4. Ensure a few core people/speakers are at the event.
Strong Online Presence for Senior Market
