Skip to main content ↓

As the U.S. population continues to grow older, in-home care providers are needed more than ever. Your organization provides vital services to people in your area who are aging or disabled, and as more people qualify for them, you want to ensure they know their options. 

One of the best ways to reach a diverse audience is through social media. Social media marketing allows you to generate new leads and stay connected with current patients simultaneously, and understanding the best ways to use these platforms is crucial in maintaining effective profiles.

Whether you’re new to social media or your team has used it for years, WebFX is here to give away some of our best social media tips for in-home care providers. We’re constantly updating our strategies to reflect the current landscape, and we want you to be able to as well. 

Get started today with our tips below, then keep your company up to date by subscribing to our Revenue Weekly newsletter.

The benefits of social media for in-home care services

The right social media campaign will help you do all of this and more for your in-home care business:

  • Reach a wider audience: These days, there are very few people unaffected by social media. Either your potential clientele is on these platforms or their family members, caretakers or powers of attorney are, making it the perfect place to employ your next marketing campaign.
  • Fight misinformation: Social media platforms allow people to share any information, whether it’s true or not. You can prove yourself as a good educational resource by dispelling false narratives people share about the home care industry and encouraging them to contact your business to learn the facts.
  • Share your resources: While you use your platform to dispel harmful narratives, you can also use it to make sure valuable information reaches the masses. If you have a blog where you share home care tips and other useful content, share excerpts and links encouraging readers to learn more and educate themselves. 

Tips for using social media

Whether you’re creating or reevaluating your social media strategies, it’s best to start at the beginning and create a strong foundation to build on. Every company goes through a rebranding effort at some point or another, and this is your opportunity. 

These tips will help you get started and foster a conducive online environment for bringing in new leads and showing off your expertise in the home care industry.

1. Do your research

If you haven’t made social media accounts yet, or the ones you have aren’t performing as well as you thought they would, it may be time to do some research about your demographics. You know your target audience or audiences, so what you need to find out is where they’re most likely to spend their time.

In the home care industry, you’re probably trying to reach older generations, who tend to favor Facebook. To get a better understanding of the posts they might like or what they hope to get out of social media, consider creating buyer personas. These detailed, fictional profiles describe the audience you’re appealing to.

For example, your profiles might include information like:

  • Age
  • Occupation
  • Financial status
  • Close relationships
  • Hobbies and interests
  • Reason for contacting you or what they want from your services

2. Create a strong brand identity

In the online world, your brand identity is how people recognize you. Every part of it should be carefully curated to give off your desired impression, including your:

  • Logo and images: The images on your profile, and your profile picture in particular, are the first thing your audience will notice. Thus, they set the tone for every interaction you have with your audience. Choose images that match your voice and the kinds of posts you want to make.
  • Voice: Whether you’re writing your bio, posting, or responding to comments, your voice should sound the same. Is it professional? Informal? Sarcastic? Succinct? Again, consider your buyer personas and what kind of voices they’ll react to best.
  • Posts: The types of posts you make are often heavily influenced by your voice. A very sophisticated brand probably makes posts mostly related to conveying information and advertising events, while a more playful tone opens itself up to more fun and conversational posts.

3. Post consistently

The great thing about most social media sites is that you can post a variety of content. Facebook, for example, lets you post content including:

  • Text
  • Pictures
  • Videos
  • Stories
  • Links
  • Polls

As you decide what you want to post, you can use a variety of formats to appeal to your desired demographic. Everyone likes different kinds of content, so a good range will ensure you connect with the most people.

However, having a range of posts isn’t enough — they also have to be added consistently. When possible, you should post something every day. Many brands use a post scheduler to set up many posts at once and release them gradually.

4. Maintain engagement

What’s one of the top reasons people follow their favorite brands on social media? So they can interact with them! After you make a post, don’t just let it go. If people comment on it, reply to them so you can open up a dialogue and build a relationship with your followers

Interacting with people will help them relate to and remember your brand. Even if they don’t need your services now, they’re more likely to remember your name if they require them in the future. Plus, it shows that your business is willing to talk to anyone, which can improve your overall reputation.

A final note about patient privacy laws

While social media marketing is a smart and potentially lucrative option for any business, organizations that work in health care should take extra care in the content they post. Uploading patient images or even basic information like a name without permission is a violation of patient privacy laws. 

To ensure you can legally share content like pictures of caregivers rendering services or patients receiving them, make sure anyone involved has given written permission for you to do so.

Furthermore, keep a watch on your visitors’ comments to ensure they’re maintaining everyone’s privacy as well. On most social media sites, you should be able to moderate comments and delete anything offensive or revealing when necessary. 

Keeping these guidelines in mind ensures your social media is helpful in growing your reach without causing legal issues.

Growing your social presence with WebFX is a walk in the park.

“WebFX allows growing your social media platforms to be stress-free! They are knowledgeable and adapt to your company needs!”

Learn More About Our Social Media Services arrow right
cta53 img

Contact WebFX for social media expertise

As an in-home care provider, you have important responsibilities to manage — running a social media campaign may be one of the last things on your mind. However, your social media presence can bring in a great deal of new business when done well. 

If you need assistance maintaining your profiles with the expertise they demand, WebFX is here to help. Our social media and other digital marketing services have driven billions of dollars in revenue for in-home care providers and every industry under the sun. 

Our team has decades of experience, so we know what works and how to generate the new leads your business needs to grow. We make every client a customized marketing plan that takes your goals into account so we find success by your standards.

Revive your social media profiles by speaking with one of our strategists today. You can call us at 888-601-5359 or contact us online.

We Drive Results for In Home Care Providers

  • 24 million leads generated for clients
  • Dedicated account manager backed by 500+ digital experts

Get a Quote

dots background

author image

background shape

Explore our B2C studies

Read our case studies for a more in-depth look at our results.

Kent County Tourism Corporation


Increase in contact form submissions

Golden Meadows Retrievers


Increase in conversions

Record Head


Increase in users



Get a free proposal

Solving key challenges for in-home care providers

Our website isn’t driving enough traffic

When consumers search for your services in their local area, your website needs to be one of the first results so you can drive more qualified traffic to your site. Make that goal a reality with our top-tier SEO and web design services.

Website icon.

We’re not attracting new customers

Having trouble boosting your online visibility so you can keep attracting new customers? Our award-winning marketing services get your business in front of the right people in your local area.

Marketing icon with flame.

We’re struggling to sell our new services

When you partner with WebFX, we’ll help you get your new services in front of the people actively searching for them so you can maximize your revenue.

Branch icon of a storefront.

We aren’t retaining customers

Reduce your customer churn and implement top-tier marketing strategies that help you form long-lasting relationships with customers that turn into long-term brand loyalty.

Target icon with archery arrow hitting target.