Understand who you are trying to reach – Digital marketing can be powerful but it is only successful if you reach the people you are trying to reach. Research how different ages, genders, and ethnicities access their digital content and choose your platform to get your message
across. For example, it might not be wise to choose to use TikTok to reach potential self funders of care services if you understand their key demographic is young people 10-19 years old. Facebook however or LinkedIn with a much broader reach are much more likely to be effective latest research shows adults over 65 years of age are Facebook’s fastest growing audience.
Acquire some skills – Marketing digitally is a relatively new skill, some of the principles of traditional marketing will apply but the pace and the media is wildly different. It pays to get some good advice or even build up capacity within the business to respond. Access some free business advice from the Coventry and Warwickshire Growth Hub support@cwgrowthhub.co.uk or why not consider a digital marketing apprentice. There are many advantages to be gained by bringing a younger person into the team with fresh skills and again the Growth Hub will be able to advise. Alternatively contact a specialist Creative Apprenticeship Provider such as the social enterprise Creative Alliance.
Active and passive messages – There are many ways to get your message across and the most common is active advertising/marketing on social media by reaching out to your target audience. Do not, however, underestimate the power of passive marketing where you give opportunities for potential customers or “followers” to come to you. Blogs, commentaries or video channels where individuals can tune in to learn from you the person, your skills and knowledge all store up goodwill and build confidence in your business. YouTube can be a route trough to potential service users or their families or for written blogs and commentaries targeted at potential purchasers or business professionals LinkedIn might be the favourite platform.
Email Marketing – Email marketing can be extremely effective and at the same time incredibly annoying. Sending unsolicited emails to people who don’t want to receive them is counterproductive and the message is lost, it can also drop you in hot water over GDPR and it's for this reason it has lost its popularity over the past few years. There are ways to ensure you are sending emails to people and it need not cost money platforms such as Mailchimp offer free packages for small businesses but the functionality can be limited they are worth exploring if you have regular content you want to distribute by email.
Update your website – Chances are unless the internet is your primary communication tool, your website is out of date, chances are it has broken links and may even show members of staff who no longer work for the organisation. Since the advances in social media website function has changed from the primary point of info to a landing place where visitors can branch off and get up-to-date news and information the result of this is the average person is likely to spend 45 seconds to a minute browsing your site … you need to make an impression fast. A slow website can also hamper your Google rankings and make you more difficult to find. Consider slimming down your site to essential useful information allowing visitors to get what they need quickly and also help you to keep control of it in terms of maintenance.
Let your customers/carers/service users drive the content – What are your key enquiries? Chances are you will find a pattern over a month, you will also understand who is making the enquiries are they potential self-funders? Or family carers or professionals asking questions around placements. Use this intelligence to drive your content both on social media and on the website. If its about “quality” talk about your CQC rating on social media and the website and then why not write a LinkedIn blog on what you did to achieve such a positive score.
Use video – Since 2021 video has been the most common form of content on social media. Case studies have always been a powerful way to get your message across and now it's simpler than ever with better phones, video editing apps and lots of platforms to host content. Research shows 90% of information transmitted to the brain is visual so in terms of getting the message across it pays to learn the skills. “Live stream” only occasionally, an unscripted livestream can be well received and shows the “human” side of the organisation.
Post regularly – Social media moves so quickly hot news can be forgotten literally in minutes. People will only follow you and your news if it is relevant and regular and this can be a challenge justifying the time to sit at the computer promoting the organisation on social media. Consider posting on multiple platforms to extend your reach and consider using a post scheduling website to automate posting at the key points of the day especially if those times coincide with you being busy doing something else.
Be (and remain) professional – The internet can be a cut throat environment and mistakes hang around for a long time but can influence people immediately. Decide in advance with a cool head how you will respond when things don’t go well, that negative review or post you feel is unjustified, that disgruntled member of staff that has just left (or been asked to leave) or those unwanted adverts that appear on Facebook that may upset someone. Being clear about how you will respond in advance avoids unsightly arguments online and the risk that others will be dragged into the conversation.
Understand the limitations of going online – Social media and online marketing whilst important will not reach everyone, it needs to be part of a strategy that includes traditional methods that include printed media and importantly word of mouth. Ensure your home is featured in community directories or advertised in key community locals such as community centres, places of worship, shops and libraries.
