The Mistake I made with my business.
In this 2 minute read I'll tell you the mistake I made in my home care business and how I turned things around with ZERO ad spend. This little trick literally saved me thousands of pounds and generated 100's thousands in revenue.
My Biggest Mistake
I tried to appeal to everyone and was noticed by no-one. I wasted a lot of time and money in my home care business. But I know I'm not alone.
As business owners we are often told to Niche but we often resist. We think we limit opportunities and miss out on clients. We advertise to everyone and wait and wait then wait some more, but nothing happens.
So we spend more and wait more. The marketing agency scratches their head in disbelief, they can't understand why the ads aren't working. So they convince you to part with more and more money with little return on investment.
Sound familiar? If so read on 👇👇👇
I see this play out all the time. Fact is many ‘Paid for Ad’s' don't work. They never get seen, If they do, they don't convince someone to click the link. The internet is like a universe, you can see the brightest stars, the ones who have millions of marketing budget, your Apple, Amazon and Tesla's but what about the little care company located on the high street in Suffolk? How do they get noticed?
One way is to stop ignoring the advice and Niche. **Identify Your Smallest Viable Audience** Target a specific segment of elderly care. Instead of trying to appeal to all families needing care, focus on a particular group that has specific needs, such as:
- Elderly individuals with dementia
- Families seeking palliative care
- Elderly with mobility challenges
As care providers you already have a **Deep Understanding** You understand the core needs, desires, and fears of this audience. You know their biggest concerns when hiring care workers? Safety, trust, and emotional well-being will likely rank high.
So use this knowledge to create content, tell stories and attract the right type of audience to your company. Telling stories and educating content gets you noticed. It takes time and can seem like you are getting nowhere but it works because when you tell your stories to a target audience, just like the astronomer looking past the big shiny stars to find new ones, your audience is also searching for content that they find interesting.
Top Tip
Block out some diary space to write and produce content. Try to post daily and keep posting. Be patient and disciplined. If you miss a day don't worry, start again. Keep posting content that speaks to your target audience and you will get noticed. Maybe not today or tomorrow, but keep going and you will win the game of advertising without spending a penny.
Tomorrow I'll talk about how Empathy and Connection can help you get care clients running to your agency with Zero ad spend.