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Marketing advice for new care businesses

Posted on 23/06/2016

Whether you are setting up as an individual paid carer, or you are building a small care business, you will need to get your head around marketing to attract the right clients for your services.

There are so many different ways to reach people these days, and we will run through the main options here.

Traditional marketing

While a lot of marketing has gone digital, there is still a lot to be said for traditional marketing, especially when you are working within a small, local area. This means creating simple leaflets that you can leave in places like churches, community centres, local shops and so on. These should outline your business and what you can offer, as well as easy-to-find contact details. You could also create small posters and ask if you can put them in shop windows. We have a leaflet template that you can buy in our Document Store, which is easy to customise to suit your business.

Get in print

If you have a small marketing budget, you could pay for an advert in a local newspaper to launch your business. You usually pay by word or by size of advert, so you need to make sure that you get across what you can offer as simply as possible. Another way to get in print is by having a good story to tell – newspaper teams are always looking for local community interest stories, so if you are involved in anything that might make a small story, you can use this as a free way to promote your business.

Word of mouth

You will probably find that you get a lot of clients via word of mouth. Make sure that you have some way that people can feedback to you their thoughts, through testimonials on your website or Facebook page, for example.  New clients will like to hear from people you have worked with or their families,


Go to community events and make friends – you never know when someone will need your services for yourself or their family members. Always carry a business card so that you can pass on your details when asked.

Get online

It’s impossible to avoid the digital world and it pays to have an online presence. Particularly in the case of people looking for help for elderly relatives, they are likely to do a Google search or browse Facebook services to find local care providers. You could create a simple website yourself, using a template-based service, or you could pay for someone to create a website for you. Having a Facebook business page is simple to set up and a good way for people to find out about you. If you have a small marketing budget, you could pay for Facebook Ads or Google Ads to help launch your business – both of these options let you very precisely target particular groups of potential clients or their families.

We have more advice on marketing your care business and the kinds of things you need to think about when building your brand on our dedicated Marketing page.  

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