How To Stand Out From Your Competition in Home Care
Mar 30, 2022Time and time again home care businesses wonder why they are struggling. The problem is that every home care company offers the same services. Which in some cases means prospects are only shopping for price.
So what can you do to stand out?
FREE Training: Social Media Success - Click Here
When it comes to marketing your business you want to be different and you have to stand out.
In Home Care, your competitors offer the same services as you, so how can you be different when you're offering the same services as everyone else?
Establish Your Specialization/Niche
One example that many of my clients focus on is being an expert in Dementia.
Are you good at dementia?
Is that something that you want to be known for?
It is critical that you choose something to specialize in so that you can establish a differentiation from competitors in your area.
Objections To Specialization
Yes, we want to help people, but when there's so many options and you're just like every other home care company then its critical that we create a compelling reason for them to choose you.
How To Determine Your Niche
- What speciality requires a high need for your services?
- What area are you the best?
- What do you want to be known for in your community?
Yes, you can do your best to be known for home care and that's great for people outside of the industry. However, if you want to stand out among your competition and to referral sources then it is critical to specialize in a specific area.
Example
So here's an example of me. Here is a comment from Jennifer Ramos from JR3 Consulting Group (If you know her, she's amazing. We were having a chat in one of the home care groups and a great conversation happened in The Home Care Ops free Facebook community.
It's amazing group and if you are not a part of it - make sure you join!
During one of the conversation, Jen mentioned that she saved me in her phone as the Homecare video guy. Not only was I the video guy but "The Home Care Video Guy"
If I was just the video guy then I am competing against lots of other companies out there, however, there are a lot less (if any) people teaching video in the home care space.
You're reading this right now because you're in home care it's specific to you! If you discovered me and I was just a video guy you may or may not want to listen, but because it is specifically for home care then you know its for you. Therefore, if you want to learn and implement video you will likely think "oh wow, this is the guy for me."
That is exactly what we want our potential clients (and caregivers) to say when they hear about us.
And that's what we want to do
in our marketing.
"Choose the niche that you enjoy, where you can excel and stand a chance of becoming an acknowledged leader." - Richard Koch
That is essential. What do you want to be known for in the industry as being the best?
It can't be everything. If you are the best at everything then you are the best at nothing.
Other Examples
- Dementia
- Long-term Care
- Fall Prevention
- Stroke
Building Your Brand
"Branding is not just about being seen as better than the competition, it is about being seen as the only solution
to your audience's problem." - John Morgan
If they have a choice between all of these at their home care companies but you're the one that's the dementia expert
and they have dementia - who do you think they're
going go with?
You become the clear choice and the only solution to their problem.
Important Note:
Just because you're a dementia specialists and somebody comes
to you that doesn't have dementia - that doesn't mean they are going to go somewhere else.
You can (and will) serve any clients that come your way.
Just because you're marketing a specialty and you're using that to stand out does not mean that you're not going
to be able to help people.
Also, keep in mind this decision is not final. If you choose a niche
and you do not feel it is working out - you can always change it.
This is your business and you can do whatever you want.
Take a moment right now and write down a few niche options.
Now That You Have A Specialty - What's Next?
How do we get known for that? One of the things that we want to do is to beginning creating social content specifically about that niche.
What kind of content?
You know what I am going to say - Video is best! Anyone can post about dementia, but speaking in video about it as an industry expert is what will help you to shine!
This allows you to focus on your social media channels, your digital marketing funnels and your direct referral marketing all on that specialization.
This will actually makes it easier to create content because a huge portion of the educational content that you're going to teach is focused around your specialty.
Closing
If you want to stand out you have to choose something that makes you the best!
You don't want to be better than the competition - you want to be the only choice!
Figure out what that it is for you and go all in!
To learn more about executing your niche into your digital marketing strategy, sign up today to watch my brand new FREE TRAINING - Social Media Success!
JOIN THE HOME CARE CHAMPIONS COMMUNITY!
Includes weekly email with: educational tips, upcoming events, book recommendations, motivation, and special promotions to help you grow your home care business.
We promise not to abuse your inbox. You can unsubscribe at anytime.
