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Why does marketing attribution matter for care homes?

by on May 20, 2022 in Business

For a care home, it’s important to reflect the dedicated, nurturing, and professional service you provide to every potential resident and their families. 

Therefore, marketing in this sector is essential for increasing the rate of move-ins, and elevating your return on investment (ROI). 

To execute these marketing campaigns in the best way, it’s imperative that you implement marketing attribution into your business.

Read on, to find out why marketing attribution matters in the care home industry.

Meeting the needs of residents and their families

Residents and their families are not going to settle for anything less than a care home that sufficiently meets their every need. With marketing attribution, you can ensure this is you.

Marketing attribution and insight tools will help you outline the entire customer journey of every resident, including every touchpoint they visited along their journey. You can analyse the main areas of engagement from the residents and their families, and therefore, the main things they’re looking for in your care home.

It’s worth noting that expert tools such as call tracking UK software can assist in this process. Not only will call tracking provide features that can help you detail the journey of residents’ up until, during, and after calls, but it will also provide speech analytics to analyse customer conversations and highlight any important keywords mentioned.

By including call tracking in your attribution strategy, you’ll be highly equipped to identify the needs of your potential residents. 

One example might be that you see significant engagement with marketing strategies centred on staff quality, or this keyword being highlighted continuously in calls. This will show that, understandably, qualified staff are a pivotal factor in residents choosing your care home.

When a marketing attribution strategy gives a clear idea of resident needs and the type of content driving interaction, you can create better-informed campaigns in the future.

Cementing trust

Trust is key throughout the care home industry. If you want to see an increase in move-ins, you need to make sure that you’re continuously building confidence in your residents and their families.

With effective marketing attribution, you’ll be able to see the key concerns and queries amongst your target audience. This will reveal to you the main areas that need addressing in your marketing.

For instance, you might find residents are calling to ask about your competitive pricing — in response, your care home will know to focus on displaying your competitive pricing, and the quality of the service that’s being paid for.

This will instil a firm trust between your care home and the residents, as they’ll have every confidence that you’ll provide them with an unbeatable service, for the best prices in the industry. 

More engaging marketing campaigns

Marketing attribution is essential for establishing more tailored, cost-efficient marketing strategies.

Using marketing attribution tools, you’ll be able to see the main areas of engagement across every touchpoint that leads to a conversion.

This will allow you to adapt your marketing campaigns to produce more effective strategies, for peak engagement with residents and their families.

Also, by identifying the least engaging strategies, you can remove or lower the budget in these areas, to make sure the majority of your money is going towards proven, effective strategies. 

Expressing your care homes’ core values

Since residents are at such a crucial stage in their lives, they (and their families) need to know that your care home is the perfect choice for them.

A great way of achieving this is to express your care home’s core values to every potential resident through your marketing strategies.

Marketing attribution tools will help you identify the most preferred touchpoints in a customer’s journey and provide an insight into customer behaviour. These top converting channels are the ideal places for you to create strategies that boldly express your company’s core values.

This could include a promotional video, for example, or even customer reviews that tell of your significantly superior service and values.

When residents and their families visit these main touchpoints, they’ll clearly see who you are, what your care home stands for and the nurturing and expert care you provide.

As you can clearly see, marketing attribution plays a huge role in the success and effectiveness of your care home. There’s no better time than now to implement your own attribution process, and strive for greater ROI and overall customer satisfaction.

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