In this Blog I talk about how I nearly had a mental breakdown when running my care business and how effective marketing can solve all your problems. At the end of the article you may well empathise with my story and learn how you can start taking control back within your care business.
When I started my home care company I was constantly out meeting people. My main marketing plan was to visit as many places where the elderly met, then present to them. I would arrive with cakes and biscuits and give an entertaining speech on home care. In almost every speech some of the audience would fall asleep, some would heckle ‘How much do you charge’ and many would tell me to talk louder as they couldn't hear me.
By the end I would have a sore throat and feel that I had wasted my time. However I always learned every time I spoke. I learned that the elderly didn't want care, they needed it and I learned that if they got a good care worker they were so proud and talked so highly of whoever visited them.
I understood that if care could be given over and above expectations, the client would never want to lose the care worker. All of this was valuable information, all I had to do was give people what they wanted.
However, what I hadn't learned was how to let people know that I had a great service. And this is the problem faced by home care providers. If no-one knows what a great service you offer, no one will instruct you to look after them.
Going door to door was great but I was just a man saying how good my staff were, people don't instantly believe you and visiting centres to speak is time consuming.
This caused concern, my company was growing but slowly. My expenses were high and cash was running out. It was then that I started to look into working with my local authority. I had become noticed at certain centres by the staff and the ‘Care Drums’ were banging with gossip about the ‘new provider’ in town.
Anyone in care will understand how fast gossip travels in the care industry.
My way of doing things differently got attention and soon the LA was courting me to take on work. So I ‘Sold my Soul’ to the devil and got in bed with the local authority.
At first things were good, I was growing rapidly and felt like a huge success. Money was good, staff were happy and I could see a bright future. I built good relationships with people at the council and I felt great for a while. Unfortunately I made a massive mistake, I stopped trying to get private work. I stopped marketing altogether and relied only on my tender to supply clients.
Then things started to go bad, The contacts I had helping me at the local authority all started to leave. They either got moved to other departments or couldn't stand working in such a toxic environment and left.
Local authorities are great at losing good staff or moving them to the departments. Unfortunately, most people who work for LA's lack ambition and are pretty thick. If someone comes in who shows some initiative they make everyone look bad so they find themselves moved on or leave. It's a tradition that I have witnessed many times over the years.
And here lies the problem with working alongside the local authority. ‘Idiots run your contracts’ I found myself with a multi million pound business and ‘idiots’ being in control of my payments.
I had stopped marketing so Private income was low, my main source of income was my tender. If I didn't get paid i struggled. It's not fun having a huge wage bill and invoices going unpaid. I don't mind admitting, my mental health declined, I wasn't sleeping, I was constantly worried and stressed. My health got so bad I was rushed to hospital with a suspected heart attack.
If you are interested to read more about this part of my life, it's well documented in my book - Be The Man by Lee Taylor. You can grab a FREE copy at www.scaleandgrowpro.com
But for now just accept that things were bad. I really struggled and my company became my worst nightmare. But ultimately, It was my fault. I let this situation happen. I stopped marketing and relied on the contract far too much. I let the local authority walk over me as I wasn't strong enough financially. The local authority had leverage over me and they used it. I failed to keep control and have to take responsibility for that.
This is why I am so passionate about helping care companies market and build a thriving ‘Private paying clientele’
It hurts me to see other providers go through what I went through. It's why I developed the ‘Scale & Grow Pro’ marketing suite. I understand how difficult it is to market in home care. The cost often is greater than the reward. So providers tender for contracts, then suffer as I did.
But today with the power of AI, every provider can market cost effectively. There is no reason not to as it's so cheap and easy to do. With no programming skills you can create beautiful content, websites, funnels, blogs and much more. All it takes is about 30 mins a day and you can quickly become the No1 provider in your area for Private Care.
As promised here are some strategies you can implement into your home care business to market for Private Clients.
When it comes to marketing your home care business for private clients, there are several cost-effective strategies you can implement. Here are some basic steps to get you started:
1. Build a user-friendly website: Your website is your digital storefront, and it should effectively communicate your services and values. Make sure it is mobile-friendly, easy to navigate, and includes clear calls-to-action. Consider including testimonials from satisfied clients, as this can help build trust and credibility.
2. Leverage social media: Platforms like Facebook, Twitter, and LinkedIn can help you connect with potential clients and their families. Share valuable content, such as care tips, local events, and company news. Engage with your audience by responding to comments and messages in a timely and friendly manner.
3. Content marketing: Creating and sharing valuable content, such as blog posts, e-books, and infographics, can help establish your business as a thought leader in the home care industry. This can also improve your search engine optimization (SEO), making it easier for potential clients to find you online.
4. Email marketing: Build an email list by offering a free resource, such as a care guide, on your website. Send regular newsletters with valuable content and special offers. This can help keep your business top-of-mind for potential clients and turn them into loyal customers.
5. Network within your community: Attend local events, join business groups, and partner with other businesses that serve your target demographic. This can help increase your visibility and establish relationships with potential clients and referral sources.
6. Run targeted ads: Utilize platforms like Google Ads and Facebook Ads to reach your ideal audience. You can target based on demographics, location, interests, and behaviours. This can help ensure your marketing budget is well-spent and increase your chances of attracting high-quality leads.
By implementing these strategies, you'll be on your way to building a strong private client base for your home care business. However, mastering these techniques and staying up-to-date on the latest marketing trends can be time-consuming and overwhelming. That's where the Scale & Grow Pro marketing suite comes in. Our platform is designed specifically for home care providers and utilizes AI technology to streamline your marketing efforts. With Scale & Grow Pro, you can:
- Create stunning websites, blogs, and funnels without any programming skills
- Generate high-quality leads through targeted ads and content
- Manage your email marketing and social media presence in one place
- Track your results and optimize your campaigns for maximum ROI
- and much more
By subscribing to Scale & Grow Pro, you'll save time, reduce stress, and unlock the full potential of your home care business. Invest in your future and take control of your marketing today.
visit www.scaleandgrowpro.com for more information and to book a call if needed.