Hospice is one of the country’s most valuable services. Caring for those in their last days requires a strong constitution, a deep care for others, and a cutting-edge knowledge of modern medicine.
The care your organization provides and the strength you represent are critical to each of your patients and their loved ones.
But as a hospice provider in a fast-paced, modern world, how do you make sure people can find you when they need you?
The answer lies in Internet marketing, which plays a valuable role in promoting hospice care today.
Call 888-601-5359 to speak with a strategist about how WebFX can help you reach your marketing goals, or keep reading to learn about a few of the most effective digital channels for hospice care providers.
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Strategy #1. Search engine optimization
Search engine optimization (SEO) is the process of improving your website, so search engines like Google can show your service in search results.
That lets your potential patients’ loved ones look up high-value keywords like “hospice care in [your city]” and find you right away.
Then, they can click to your website, learn more about hospice care, find out more about your company, and decide whether to contact you.
In that regard, SEO is the start of new relationships with your business. It’s essential that you present your hospice organization online in a respectable, professional, and dignified way.
After all, no one wants to entrust their loved ones to an organization that doesn’t look like it actually cares.
But the key advantage of SEO is that it makes your website more visible in search engines.
Without SEO, your hospice organization won’t have the chance to show up in those valuable search results.
With it, you can become the first point of contact someone makes with the concept of hospice in general.
That places your organization in an excellent position to educate potential patients’ families, show them how you work, and eventually care for their loved ones.
But when you use SEO, you also need another key marketing strategy to complement it.
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Strategy #2. Content marketing
Content marketing is the process of creating unique, helpful, and relevant information and posting it to your website.
“Content” is a general term that relates to anything someone sees on your site. That includes text, images, videos, interactive, animations, and more.
With this strategy, you can create educational materials that demonstrate how your organization works and why you’re the best choice for hospice care.
You can discuss how long you’ve worked in hospice, the experience of your team, or how you’ve been trusted in your community for years.
Then, you can optimize that content for search engines to make it show up in Google’s results.
For example, you could create a page that’s called “hospice care in [your city].”
On that page, you could explain how your organization has been in the community for years and values the people you’ve met. You could also point out any locals who work on your staff and even delve into how the process works to become a patient.
Then, once your page is completed, it can start to naturally rank in search engines for keywords related to that topic.
That’ll draw the attention of local potential clients that need — or may need — hospice care for a loved one.
You can also create downloadable guides that discuss hospice options, how to know when someone needs hospice care, and removing the taboo around conversations about death.
In other words, if a topic is related to hospice, you can show that you’re an expert on it.
Doing that also helps build trust with potential clients, as they see that you’re a reliable authority in hospice.
But there’s still one more strategy you can use to reach the people who need you.
Strategy #3. Pay-per-click advertising
Pay-per-click advertising (PPC) is the process of purchasing ad space on search engines or social media platforms to reach potential clients who need your services.
Most PPC providers — like Google Ads or Facebook — operate on a “bid” system similar to an auction.
In a nutshell, you choose the keywords or demographics that you want to target with your ad.
Then, you create the ad itself. On Google, you can only create text ads. But on social networks, you can typically use an image or video as well.
When that’s already, you set a daily or maximum budget for an ad. Your PPC provider won’t let you spend more than that amount of money on an ad campaign.
You also have to set a bid for every time someone qualifies to see your ad. The higher your bid, the more likely it is to display.
If a competitor bids more than you, then you’ll show up below their ad.
If several competitors bid more than you, your ad may not show up at all!
Once you have everything set up, you can launch your campaign and monitor the results to see how well your ads perform.
Campaigns work best when you link them to your site to send visitors to specific pages that are directly related to the text in your ads.
Those pages could be about pricing information, your company’s process, or even the downloadable guides you created while using content marketing.
Regardless of your choice, it’s essential that you only link to pages that are relevant to your ads.
Otherwise, your site visitors — and PPC providers — will stop trusting you. That can be disastrous for any hospice provider.
WebFX understands hospice marketing
At WebFX, we sympathize with the gravity of what hospice workers have to do every day.
We understand that hospice care is not so much a “business” as it is a human service, and we know your clients aren’t always looking to “buy” so much as seeking someone they can trust.
We’ll help your trustworthy qualities shine online. Contact us today to lay out a strategy that’ll work for you!