How This Applies to Home Care Marketing
The home care buyer journey is often lengthy and emotional. It might begin when an adult child notices concerning changes in their parent’s behavior (awareness), extend through researching care options and visiting agencies (consideration), and conclude with choosing a provider after a home assessment (decision).
Understanding this journey shapes content strategy. Awareness content addresses early questions: “Signs your parent needs help at home.” Consideration content compares options: “Home care vs. assisted living: pros and cons.” Decision content removes final barriers: “What to expect at your first home care assessment.” Mapping content to journey stages ensures you’re present at every touchpoint.
Key Takeaway
Map out the typical buyer journey for your clients through surveys or sales team insights. Create content specifically for each stage and build nurturing sequences that guide families from initial awareness to booking an assessment.