In a demanding and often challenging sector like social care, you may be looking for ways to attract more clients to your organisation. And it may even be the case that some regular client referrals could have a significant impact on your business growth as well.
So, what makes your care organisation stand out from the others? Are your potential clients aware of those key values and benefits? You may well have an edge that would attract a client to you rather than another provider, but perhaps you haven’t yet got a plan in place to make the most of this opportunity.
We’ve pulled together some strategies that may help you attract more clients to your organisation, as well as how you can maximise your referrals by nurturing your current client relationships.
1. Build trust and establish strong relationships
When you’re looking for a recommendation, whose opinion do you tend to depend on – someone you trust. According to a 2021 study by Neilson, 88% of people have the most trust in recommendations that come from someone they know. It’s likely the same for your potential clients. Understanding your clients’ specific needs and preferences, demonstrating integrity, having open lines of communication and delivering high quality care can all be ways you are building trust and establishing strong relationships.
And because your current clients experience this meaningful care, they and their families are more likely to recommend your organisation to others with the confidence that they will receive the same exceptional service.
2. Maximise your website and social media
We know that one of the first places a potential customer will investigate will be the regulators website to check the ratings. But after that, how do they choose who to speak to?
When we are looking for a good product or service online, many of us will make a beeline to the website, the social media pages or the reviews to help us decide whether to purchase, even if it has already been recommended to us. So, if a potential client has gotten in touch with you based on a referral, many of them may well have already searched for your organisation online.
Is your website easy to find and navigate? Is it up to date? Does it represent your service well? Perhaps look at your competitors pages to see what you like or dislike about their website. And if you haven’t already, you may want to set yourself up some social media pages. Research by HubSpot found that 41% of people discover a new product on social media in a three month period. And remember, different platforms will have different benefits, so it may be worth exploring which ones will work best for you.
3. Explore targeted advertising
As we’ve just mentioned, many potential clients will look for you online, so when someone is searching for social care services near them, you want to be popping up. Google Paid Ads for specific keywords or paid social media advertising for your demographic can help get you in front of potential clients.
But you can target your advertising in more ways than just online. You may want to have a look at what events are happening in your community and whether you can advertise your service and broaden your network there. Printing off some flyers and asking if you can pop them in your local GP practice, pharmacy or community centre for example could also be a way to connect with potential clients.
4. Get feedback and stay connected
It’s not always easy to keep initial contact records, whether directly from the client or as a referral. However, maintaining regular communication with your clients is crucial for nurturing those important relationships.
So, when the call comes through at an extremely busy period of the day, it’s important to not lose track of these initial contacts. You likely keep in touch with your existing or prospective clients over the phone, via email or in person to make sure you are both up to date with all their care needs. But you can also use this time to explore what areas of their journey is going well or could be improved.
When you receive feedback and actively work towards keeping the good things great and correcting those areas of improvement, you’re showing how much you value and respect the opinions of those using your service. This not only helps to build a positive reputation that potential clients are likely looking for from their care provider but may also encourage them to recommend you to others.
5. Incentivise recommendations
Being able to shine a light on your service - whether that’s the traditional word-of-mouth method or sharing your posts on social media - is a great way for your current clients to advertise your organisation to others. But maybe you want to give something back when someone does make a referral.
You may be able to offer some incentives to your current clients when the share their own experiences or write an online review. Perhaps you can provide things like additional services, experience days or gift cards. Nurturing your client relationships and showing how much you value them can work wonders when it comes to attracting more business.
6. Ensure a good inspection rating
Whether you’re visited by the Care Quality Commission (CQC), the Care Inspectorate (SCSWIS) or the Care Inspectorate Wales (CIW), these inspections help you monitor the quality of your service. And having a positive inspection rating could be the deciding factor for a new client coming to you rather than another provider.
7. Network with third parties
Your teams and service users are likely contacting multiple professionals throughout the care journey, and it may be helpful to forge these important partnerships before new clients enter your service.
When you can seamlessly collaborate with other members of the care industry, it helps show that you strive to provide the high quality, holistic care your clients are often looking for. And this networking may even help to bring in new clients, as the professionals you have built a strong relationship with are more likely to recommend your service to the people they support.
8. Digitise your processes
Introducing digital tools into your service can set you apart from other providers who are still relying on manual processes.
Utilising software can mean your teams always have the information they need when they need it. Your clients receive personalised care without the time-consuming paperwork, and you can get a holistic view of how your service is performing through advanced business intelligence and dashboards.
And when you’re in a better position to manage the complexities that come with running a social care organisation, your potential clients see exactly why they can trust you to care for them efficiently and effectively.
Take a look at our blog: Your guide for choosing the right social care software
From expressing an interest to building their individual care plan, our care business management solution Care Cloud can help you guide your clients through the entire care process no matter what type of service you offer. Get in touch and find out more about how we can support you today.