Facebook Marketing Strategies to Grow Your Home Care Agency

Every good home care marketing strategy includes a social media plan. This doesn’t mean it’s the only platform you’ll use or that it will be the centerpiece of your strategy, but the presence you establish and maintain on social media will be one of the most significant pillars for building your brand, establishing trust, and growing your business.

Here’s how to use Facebook and its marketing tools to grow your home care agency.

Why use Facebook for marketing

Facebook is a well-proven platform for marketers. As of 2024, it’s the most popular social media platform for marketing, followed in second place by Instagram, which is also owned by Facebook’s parent company Meta. (Third place is LinkedIn, which presents plenty of opportunities for home care marketers and recruiters.)

With Facebook, you can:

• Build your home care agency’s brand reputation and engage with your local community
• Use Facebook Ads to hyper-target your ideal audience by demographic, location, and interest
• Monitor page traffic and engagement using Facebook Insights, the platform’s analytics capability, to learn more about your audience and optimize your actions

How to use Facebook to market your home care agency

There are two steps every home care marketer should follow when getting started with Facebook: setting up a business page for posting organic content, and running Facebook ad campaigns.

Setting up a Facebook Business page

Before you can post content or even run an ad campaign, you’ll need a Facebook Business Page. This isn’t the same thing as a personal profile, so make sure you’re setting up the right tool.

• Fill out all your basic information: contact info, location, office hours, etc.
• Add your logo as a profile image and an original photo or graphic as your cover image
• Check out the other free tools Facebook offers to business users, like calls to action and appointment requests
• Set up your vanity URL so your agency’s name is recognizable at a glance. For instance, facebook.com/yourhomecareagency

Running a Facebook ad campaign

Facebook lets businesses run PPC campaigns on the platform using Meta Ads. You can use this to generate leads, build brand recognition, or send traffic to your home care website. You can even use Facebook ads to recruit new caregivers.

Be sure to take advantage of campaign insights to learn about your most engaged audience and optimize your campaigns in-flight. You can also A/B test your ad content to ensure you’re making the most impact.

A single campaign through Meta Ads can be optimized for Facebook, Instagram, WhatsApp, and Messenger, so you can play around with the right campaign configurations for your audience and goals.

9 tips for better Facebook marketing

Now that you’re up and running, let’s look at the best ways to maximize your impact on Facebook.

1. Know your audience

Despite being ubiquitous, individual social media platforms do have different audiences. For instance, LinkedIn’s users represent the professional set, TikTok tends to attract very young users, and Facebook has a large share of users between the ages of 18 and 44.

And though the same person may have a Facebook account and a LinkedIn account, they’re used for very different purposes. Keep this in mind when posting across social platforms, and tailor your content to the unique audiences and mindsets.

2. Monitor Facebook Insights

Keep track of your audience using Facebook Insights, which compiles key engagement metrics for your page and its content, like post reach, impressions, likes, reactions, video views and replays, and follower counts.

You can also use the analytics tools to identify the best times to post content and host events so you can maximize visibility and engagement.

Be sure to keep an eye on your Follower Insights too, which tell you the demographics of the audience that your page attracts.

3. Brand your content

It’s important to keep your visual brand identity consistent across social media platforms. So when it comes time to create content for your Facebook page, maintain the same tone, messages, logos, colors, and designs you use on your website.

Platforms like Canva and Visme offer free design tools for creating a professional and recognizable look across your social content.

4. Post regularly

Keep your page fresh and active by posting consistently. Use a platform like Buffer or CareFunnels Social Media Planner, or Meta Business Suite to create and schedule posts in advance so you can keep your page fresh even when you’re busy doing other things.

5. Optimize your home care website posting on Facebook

Ensure your website’s metadata is up to date and optimized for posting your original content to social media platforms. This means that when you insert a link to your blog, for instance, it shows up in your Facebook post as a nice, clean, shareable image with text below. Test your site’s shareability using this social share preview tool.

6. Vary content types

Facebook allows three basic media types: images, video, and text. For best engagement, you’ll want to create a variety of posts and mix and match the three when it’s natural.

Use your Facebook business profile to promote events, share videos of client testimonials, celebrate new hires and employee promotions, announce new services, show off your new offices, or recognize members of your community. Facebook even lets you live-stream events, like webinars and community health information sessions, so you can engage with your audience in real time.

Check out Facebook’s ideas for business page posts.

7. Engage with your community

Use your social media presence to engage with and contribute to your local community. When you partner with another healthcare organization for an event or national day of observance, tag them to show your partnership and to extend your reach. Comment on others’ posts and share relevant, educational content, like blog posts and home health resources.

8. Respond quickly to user messages

Facebook users can message your business through the platform, so make a plan to monitor and respond to those users. Those that keep up with their inboxes can earn the “Very responsive to messages” badge, which can make it easier to attract in-bound leads.

9. Link your home care agency website and your Facebook page

Don’t forget to add social media icons to your home care agency website so visitors can find you across the platforms you use.

Kickstart your Facebook marketing strategy

Rich, optimized multimedia marketing campaigns are kind of our thing at Home Care Marketing Pros. Our new CareFunnels Social Media Planner lets you seamlessly integrate all your social feeds with a few clicks, streamline workflows, and schedule content from a single dashboard. We’d love to show you how it works.

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