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Setting up your own care business – marketing your services

Posted on 08/09/2014

Whether you are going it alone as a self-employed carer, or you are setting up a larger home care service, then one thing that you will need to think about early on is how you are going to market your business.

Without clients, you won't be making any money and your business isn't viable, so it's important to consider what your plans are for attracting clients.

Here are some top tips to help you out with your marketing and things that you need to think about when starting a new business.

1. Have a strong business plan

Not strictly a marketing tactic, but having a good, detailed business plan with inform your marketing strategy. Have a think about what clients you want to work with, what services you want to provide, what you are planning on charging – everything that you will need to include in later marketing materials.

2. Identify your markets

If you try and appeal to everyone, then you will find it difficult to attract clients, as being a Jack-of-all-trades can make you a master of none, as the saying goes. Think carefully about what services you are offering and who they are of most benefit to. You may have multiple categories of client, which is fine, as you can later target each client group individually for maximum impact.

3. Think about how to target clients

Now that you have a clear idea about what kinds of clients you want, and just as importantly don't want, you can start to think about how you are going to inform them of what you do. Different clients groups will require different marketing strategies. For example, if you are looking to work with elderly people who want more help around the home, then you probably won't get a great response from a Facebook page. Instead, you'd be better off putting leaflets in places that people might visit, such as doctor's surgeries or church groups. However, if you are looking to help younger people with disabilities, for example, then social media and web-based advertising can help.

4. Think local

If you are running a local business, then keep a good proportion of your marketing local too. Some shops will have advertising boards that you can post on, local groups and clubs can help with leaflet distribution, local web forums are worth researching and newspapers/radio stations offer advertising space.

5. Traditional marketing

This means things like flyers, posters and leaflets, and print advertising. We have a handy template leaflet available in our Document Store that opens in Word and lets you edit the text, pictures and colours to suit your business. You can then just print it, fold it and distribute it with minimum effort.

6. Digital marketing

Have a website, no matter how small or basic, that you can add on to your traditional marketing and direct people to come to for more information and to help people find your services. You can use a Facebook Business page for a free option and there are plenty of simply DIY website programs out there too.

7. Word of mouth

Good businesses often rely on word of mouth to get new clients. When you are working with people, the one thing that will help them to recommend you to others is simply by providing great service. Also, make sure that you always carry some spare leaflets or business cards, as these will come in handy if you happen to strike up a conversation with someone who could use your services.

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