Home Care Digital

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5 Reasons Your Home Care Social Media Isn't Working

Sep 01, 2022

Social not getting results?

It could be because one of these 5 reasons...

P.S. It's not too late to sign up for The Home Care Social Media Workshop happening Sept 13th to the 16th. https://www.thedigitalchamps.com/workshop

When it comes to your business, you will always hear that social media is an amazing tool not to be missed.

And I am one of the big proponents of that. In fact, I encourage you to use social media.

However, there are times when you’re motivated and then you do some posts. You share it to your followers and wait for the results.

The next thing you know, it falls flat. You then lose that flare of motivation you had before.

As a result, you don't post for six months, right? 

Well, let me tell you this. That's not going to help you. That's not going to get results!


Top Reasons Your Home Care Social Media Isn't Working

So today on Home Care Digital, we're talking about the 5 reasons why your home care social

media isn't working.

1. Heavy focusing on selling

Social media is not a place only for promoting services, products, or to have people buy your stuff. Remember this: your social media is not a billboard. 

If we're constantly just posting either about our services or job postings, then we're going to hurt our audience. That is too promotional! 

There is so much more to social media - especially if it is about your services. 

Do you want to post about your services? Yes! 

Occasionally, you want to remind people how you help people. However,  there are ways to showcase what you do and what you sell in a way that adds value instead of just blasting out. 

Your content doesn't just go off into the amazing Internet and just stumble upon your target audience.

Keep in mind your existing followers. Your content is going to them.

So blasting about services is not providing value for them.

We cannot treat our social media like a billboard. This is a big, big, big no no.

So what can we do? 

Focus on these three things:

  • Entertain
  • Educate
  • Empower

We must always remember that when you understand education, you can actually create content that creates a need for the services that you offer.

How are you creating value?

How are we creating an impact?

You really need to think about what to post on social media.

Do people want to share it?

If you don't want to share it to your personal page, then it must not be very  good content.

An important reminder: You can’t share everything on your personal page and what you're sharing on your business page.

So we really want to be strategic about our social media content.  We must share in a way that adds value to people's lives.

Your followers must engage in the content that you're putting out there.


2. Using too many stock photos.

Specifically using stock photos that everyone has seen before is not a great idea, right?

You know this woman, right?

You might be using a photo of a person or a logo that has been seen by a lot of people already.

If you have those stock photos on your website, or on your social media, so does half the industry.

So what should we be using instead?

Get real photos.

These can be:

  • photos of you
  • photos of your family
  • photos of your clients
  • photos of your team

Yes, you read it right. 

It’s better to share real photos of real people.

Showcasing your caregivers is a smart way to utilize social media. 

When people see real people or people that they know, they're more likely to relate and utilize it.

I really recommend photos of you. Love your selfie. It's powerful. It's impactful. The truth is that most of the people are following your page because of you.

They want to see more than just those stock photos. 

We want to engrave. We want to convey that genuine message from us.

As soon as people see a stock photo, they think it is an ad, and they skip right on by.

They don't even look.

They don't even think twice.

And that’s how your social media post falls flat.

So, how can we incorporate more of our team, more of us, into our existing marketing social media strategy?

  1. Get real photos.
  2. It doesn’t have to be fancy.
  3. Use a phone.
  4. Hire a friend from Facebook.

People like that rawness. They want to feel.

People love the selfie because it's real, it's authentic. It feels live, like it's happening right then and there.

It gives that behind the scenes look.

We don't need to put out being polished, because that's not what people want.

They are also interested to know who your organization is behind the scenes, right?

You can also go on Facebook and just post that you’re looking for an amateur photographer that's willing to take some photos of yourself, your  office staff, or the activities around the office. 

Or, you can ask your potential clients to have a photo with them.

Using real photos in your marketing of your website through social media can be really impactful.

You don't have to hire a wedding photographer or get something super fancy.

In fact, you can just get somebody, maybe a college student who’s going to take some photos.

You just have to find ways on how to make the photos a little professional. If you’re worrying about your budget, you just need to use your phone.

We got to start incorporating more of us, more of real people into our marketing so you can get better results on social media.


3. You have little to no involvement.

Look, we're in a crowded market, right?

We're in a sea of black.

So if we want to stand out, we have to step up and compete.

We got to do things that make us stand out. We need to be more unique, more authentic and different.

You are what makes your brand different. It’s about your voice and your projection.

So if we're outsourcing our social media, then there’s a tendency that we’re just getting abland, cookie cutter, uneventful, and not personalized content.

You have to have some involvement in your social media strategy as the owner of your business. It doesn't mean that you're the one posting content every single week, right?

That's not what I'm suggesting.

If you have a plan and you have a strategy, then you can input and make sure that your social media is a great representation and portrayal of your organization and your brand.  

Make sure that you do it in a way that helps you to stand out.

People are following you because of you.

That's what makes you different.

And your involvement is going to make your social media so much better.

That's why it's so critical that you, as the owner, understand social media and how you can get results. 

Be mindful of how you’re strategizing.

How are we developing our marketing strategy and incorporating our general direct referral marketing strategy into what we're doing online?

Because they should work cohesively together.

Again, people are following you because of you.

They want to see you. They want updates from you. 

Don’t be afraid to take that photo of yourself.

Social platforms are meant to be social.

It involves building relationships, and that's a huge aspect of this.

Document your journey. Share what you're doing.

You just got a new office. You're spending time training your caregivers.

You don't need to overcomplicate.

We just want to showcase that to the world but not through a cookie cutter stock photo.

When social media becomes top of mind, you can start to get better results.


4. Not enough collaboration or no collaboration at all.

Collaboration is huge. It is key.

This is how we get in front of new audiences, or get your network involved, right?

How can you do collaboration?

You can create collaborative content, things that recognize and showcase other people.

Maybe you're going marketing with one of your power partners, or with one of your referral partners.

Take a picture of the two of you, and boom!

You just need to create a simple, nice caption for your post. 

You tag them, then they share it.

Now you're getting in front of their audience, right?

Now people are seeing you together.

So now you're branding yourself with that other person.

Your audience will then see the post and then will say, “ I know that person!”

And you’re actually starting to get more engagement based on somebody who maybe is following your page but is also friends with your power partner.

That’s the magic of collaboration in social media.

In no time, you’ll be getting in front of more people because of that tagging element within social media, using that collaborative effort.

Make sure that you're utilizing and creating a strategy around collaboration. That way,  you can reach new audiences, grow your channel, and get in front of more people.


5. Not using video.

Video is so amazing in so many aspects because it's what other people aren't willing to do.

Think about this, videos can help you accomplish results.

One, creating video around education.

Now you're not just doing things like a billboard.

You're able to create content that's specifically around helping your audience make better decisions. Through videos, you can add value to them and create an impact. 

It’s always a great way to create educational content that people actually want to share.

Two, it's you and your organization, right?

So you being the person on video is now showcasing you or your brand.

It's showing more of you.

And that's what people want to see because that is your differentiator.

No one is better at representing your brand than you.

So, take some time to create some videos. You can have your team or social media manager posting the video content that you are then creating. 

Never miss it, because video is the best medium when it comes to sharing on social media.

Next, to create effective collaboration, you can interview your referral partners. Get them on video as they share with you some information and insights. When you both share that content, it becomes an amazing strategy, right?


Final Thoughts

So, there you go. These are the five things that are likely not helping your business when it comes to utilizing social media in marketing your home care business.

If you start taking action on these things, you're going to see much better results.

If you like this post and you want to learn more about attracting clients, referral sources and caregivers, check out my free training at www.thedigitalchamps.com/social


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