This episode of the Care Home PR And Marketing Podcast features Dion Meechan, operations director of Barrowhill Hall nursing home in Staffordshire. With a property development background he discusses how his company launched a nursing home from scratch eight years ago and after some pitfalls now feels offers “some of the best care you can get.” During the episode Dion discusses: <ul> <li>The nerve-wracking pitfalls he experienced on launching a new nursing home – and what he has learnt.</li> <li>How Barrowhill Hall pioneered social media to promote the home, as well as other PR and marketing initiatives.</li> <li>Why some care operators “just don't get” the vital role of PR and digital media to promote the home to local audiences and stakeholders.</li> <li>The importance of keeping up to date with care innovations</li> <li>Why the location of a care or nursing home is key</li> <li>Why staff recruitment problems are only going to get worse – and how to mitigate against them.</li> <li>How to create a successful care home team culture, including an employee of the month scheme – and aspiring to create a working environment which is “better than a barbecue at the beach”</li> <li>Why if a care home is as nice as a resident’s home then the decision to become a resident is easier – “It's an upgrade, not a downgrade,” says Dion.</li> <li>What KPIs operators must focus on</li> <li>Why it’s important to understand social care funding “like your life depends on it”</li> <li>How a “slush fund”can mitigate for when a residents care is not paid for – perhaps for up to 12 months or more.</li> <li>Why operators should use Twitter to learn about residential care provision from across the world - including America, Brazil, Japan, India, China and Sweden.</li> </ul>

This episode of the Care Home PR And Marketing Podcast features Dion Meechan, operations director of Barrowhill Hall nursing home in Staffordshire. With a property development background he discusses how his company launched a nursing home from scratch eight years ago and after some pitfalls now feels offers “some of the best care you can get.” During the episode Dion discusses: The nerve-wracking pitfalls he experienced on launching a new nursing home – and what he has learnt. How Barrowhill Hall pioneered social media to promote the home, as well as other PR and marketing initiatives. Why some care operators “just don't get” the vital role of PR and digital media to promote the home to local audiences and stakeholders. The importance of keeping up to date with care innovations Why the location of a care or nursing home is key Why staff recruitment problems are only going to get worse – and how to mitigate against them. How to create a successful care home team culture, including an employee of the month scheme – and aspiring to create a working environment which is “better than a barbecue at the beach” Why if a care home is as nice as a resident’s home then the decision to become a resident is easier – “It's an upgrade, not a downgrade,” says Dion. What KPIs operators must focus on Why it’s important to understand social care funding “like your life depends on it” How a “slush fund”can mitigate for when a residents care is not paid for – perhaps for up to 12 months or more. Why operators should use Twitter to learn about residential care provision from across the world - including America, Brazil, Japan, India, China and Sweden. 

Care Home PR And Marketing Masterclass Podcast

How To Launch And Promote A Successful Nursing Home When You Have No Prior Experience

This episode of the Care Home PR And Marketing Podcast features Neil Eastwood author of Saving Social Care and founder of Care Friends, an employee referral app for social care employers. Neil reveals top real-life workable tips to care providers on how to resolve the four biggest care operator recruitment nightmares: <ul> <li>The interview no-show</li> <li>A general lack of candidates</li> <li>A lack of quality candidates</li> <li>Retention</li> </ul> Plus how and why PR and marketing initiatives are vital to build the reputation of your home to attract high-quality job-seekers and applicants. The episode looks at: <ul> <li>How to decrease your “no-show” rate – which can be around 50%. And how you can build in “personal connection” with applicants by offering them job interview times that work for them – to help with a 10% improvement in showing up</li> <li>Using text to nudge applicants to turn up to interviews</li> <li>The importance of diversifying recruitment sources</li> <li>The true financial recruitment cost</li> <li>Why you MUST use internet job boards LESS.</li> <li>“De-stress” language when communicating with applicants</li> <li>Why employee referrals and word of mouth are the vital drivers of at least 50% of high-performing staff. So, pump up your employee referral scheme and build your homes reputation.</li> <li>Using Facebook for recruiting.</li> <li>How PR and marketing to promote the reputation of your homes helps creating stronger awareness and brand association for your homes.</li> <li>How to attract retirees and older people and more men as staff*</li> </ul>

This episode of the Care Home PR And Marketing Podcast features Neil Eastwood author of Saving Social Care and founder of Care Friends, an employee referral app for social care employers. Neil reveals top real-life workable tips to care providers on how to resolve the four biggest care operator recruitment nightmares: The interview no-show A general lack of candidates A lack of quality candidates Retention Plus how and why PR and marketing initiatives are vital to build the reputation of your home to attract high-quality job-seekers and applicants. The episode looks at: How to decrease your “no-show” rate – which can be around 50%. And how you can build in “personal connection” with applicants by offering them job interview times that work for them – to help with a 10% improvement in showing up Using text to nudge applicants to turn up to interviews The importance of diversifying recruitment sources The true financial recruitment cost Why you MUST use internet job boards LESS. “De-stress” language when communicating with applicants Why employee referrals and word of mouth are the vital drivers of at least 50% of high-performing staff. So, pump up your employee referral scheme and build your homes reputation. Using Facebook for recruiting. How PR and marketing to promote the reputation of your homes helps creating stronger awareness and brand association for your homes. How to attract retirees and older people and more men as staff* 

How To Resolve The 4 Biggest Care Home Recruitment Nightmares

This episode, featuring Springup PR’s very own Danielle Booker, reveals the amazing story of how one care home Facebook post reached 14 million people, making it the most popular Facebook post ever for a care home. In all the post was shared 236,000 times and the care home’s Facebook page increased its followers from 200 to 8000. And all this happened within 7 days. The episodes discusses: <ul> <li>Details of the “Accelerated Facebook” campaign to reach record-breaking amounts of people.</li> <li>Why it was decided to launch the 7 day campaign during Dementia Action Week</li> <li>How the strategy was for every post shared from the post, the care home would donate a certain amount of money to a local dementia charity.</li> <li>How throughout the campaign Danielle posted from the care home's Facebook page various different posts about dementia - some advice posts, other showcasing the care home's dementia expertise</li> <li>Why encouraging Facebook post ‘sharing’ was vital to the explosive viral result.</li> <li>How the home’s manager and deputy got involved.</li> <li>The EXACT details of the post which went viral. Hint: It involved pyjamas!</li> <li>Why photos were vital + why the call to action was EVEN MORE important</li> <li>How the campaign prompted job enquiries </li> </ul>

This episode, featuring Springup PR’s very own Danielle Booker, reveals the amazing story of how one care home Facebook post reached 14 million people, making it the most popular Facebook post ever for a care home. In all the post was shared 236,000 times and the care home’s Facebook page increased its followers from 200 to 8000. And all this happened within 7 days. The episodes discusses: Details of the “Accelerated Facebook” campaign to reach record-breaking amounts of people. Why it was decided to launch the 7 day campaign during Dementia Action Week How the strategy was for every post shared from the post, the care home would donate a certain amount of money to a local dementia charity. How throughout the campaign Danielle posted from the care home's Facebook page various different posts about dementia - some advice posts, other showcasing the care home's dementia expertise Why encouraging Facebook post ‘sharing’ was vital to the explosive viral result. How the home’s manager and deputy got involved. The EXACT details of the post which went viral. Hint: It involved pyjamas! Why photos were vital + why the call to action was EVEN MORE important How the campaign prompted job enquiries  

How 1 care home Facebook post went viral reaching 14 million people, with 51,000 comments!

Want to know what’s working RIGHT NOW for care providers using pay-per-click marketing? In this episode, featuring Tobi Alli Usman, you will discover: <ul> <li>What is “intent marketing”, particularly Pay-Per-Click (PPC) marketing using Google and other search engines for care homes and care operators.</li> <li>Why, in all likelihood, you are under-utilising PPC marketing. </li> <li>What’s working RIGHT NOW in the PPC world. For example, imagine a a son or daughter that lives in London, but their parent who needs a care home lives in Birmingham. How can you target that London person who’s looking for a care home in Birmingham? </li> <li>What keywords to use – words which suggest someone might be looking for a care home – for example, care or nusing homes in a particular area. </li> <li>The basics of Google “text ads” to drive traffic to your care home website </li> <li>How Tobi uses a “recording suite” to find out EXACTLY where once someone goes to your care home website after clicking on an ad, this enables you to monitor what happens afterwards e.g.how many of those visits turn into a phone call, an e-mail, a form submission, or a live chat lead. </li> <li>How the recording suite enables you to listen to any telephone calls made, for training purposes. </li> <li>How you can investigate which keywords are responsible for generating the leads, and which do not. This will help you understand what 20% of the keywords are responsible for 80% of leads </li> <li>How and why different keywords work for different homes in different areas </li> <li>Why different regions have different costs per click </li> <li>How you can calculate the average cost per click, BEFORE setting up a PPC campaign . e.g. if an average cost per click was £2, if you want to get a minimum of 10 clicks to your care home site this will equal £20 a day. </li> <li>How one care provider, using Google and Bing ads, a 24-hour live chat and re-marketing strategy secured a 350% revenue growth week-on-week. </li> <li>Why your care operator MUST consider using Bing, as much as Google. For example, most people using Bing are ageed between 40 and 50 which, for care home leads, is a prime audience to target and, at the moment, Bing is about a third of the price of Google. </li> <li>The reasons why care homes must use Live Chat more than other business sectors. </li> <li>How care providers can use real human live-chat 24-/7 representatives - real human beings, not bots! </li> <li>Why, for PPC, your landing page is VITAL in pushing up conversion rates i.e. increasing occupancy faster. E.g. the core USP for the care home, and relevant information about the home, and “trust-builders” such as testimonials from families, awards, staff training </li> <li>Why your care home website must have “lead triggers” e.g. brochure requests and the 24-hour live chat</li> </ul>

Want to know what’s working RIGHT NOW for care providers using pay-per-click marketing? In this episode, featuring Tobi Alli Usman, you will discover: What is “intent marketing”, particularly Pay-Per-Click (PPC) marketing using Google and other search engines for care homes and care operators. Why, in all likelihood, you are under-utilising PPC marketing. What’s working RIGHT NOW in the PPC world. For example, imagine a a son or daughter that lives in London, but their parent who needs a care home lives in Birmingham. How can you target that London person who’s looking for a care home in Birmingham? What keywords to use – words which suggest someone might be looking for a care home – for example, care or nusing homes in a particular area. The basics of Google “text ads” to drive traffic to your care home website How Tobi uses a “recording suite” to find out EXACTLY where once someone goes to your care home website after clicking on an ad, this enables you to monitor what happens afterwards e.g.how many of those visits turn into a phone call, an e-mail, a form submission, or a live chat lead. How the recording suite enables you to listen to any telephone calls made, for training purposes. How you can investigate which keywords are responsible for generating the leads, and which do not. This will help you understand what 20% of the keywords are responsible for 80% of leads How and why different keywords work for different homes in different areas Why different regions have different costs per click How you can calculate the average cost per click, BEFORE setting up a PPC campaign . e.g. if an average cost per click was £2, if you want to get a minimum of 10 clicks to your care home site this will equal £20 a day. How one care provider, using Google and Bing ads, a 24-hour live chat and re-marketing strategy secured a 350% revenue growth week-on-week. Why your care operator MUST consider using Bing, as much as Google. For example, most people using Bing are ageed between 40 and 50 which, for care home leads, is a prime audience to target and, at the moment, Bing is about a third of the price of Google. The reasons why care homes must use Live Chat more than other business sectors. How care providers can use real human live-chat 24-/7 representatives - real human beings, not bots! Why, for PPC, your landing page is VITAL in pushing up conversion rates i.e. increasing occupancy faster. E.g. the core USP for the care home, and relevant information about the home, and “trust-builders” such as testimonials from families, awards, staff training Why your care home website must have “lead triggers” e.g. brochure requests and the 24-hour live chat          

How pay-per click marketing can secure more enquiries and accelerate revenue growth for your care homes

Want to discover what a new care operator's sales and marketing manager did for the group's first three new homes? This episode, featuring Dormy Care's Wendy Westbury, discusses: <ul> <li>How to think about re-branding your care operator, including a new website and its look and feel, and new logo</li> <li>The importance of consistency in branding and ensuring that families want to visit the home after visiting the website </li> <li>How small website tweaks e.g. adding a 'request call back' option on the care homes' contact pages can make a difference. </li> <li>How to launch individual Facebook pages for the homes, and how the pages can help secure enquiries </li> <li>How one Facebook campaign alone helped secure 500 job applications during the launch of one home </li> <li>How stories published in the local media help promote the homes  </li> <li>How Wendy monitors the success of adverts e.g. newspaper or online adverts, using a "telephone-tracking" system </li> <li>The importance of recording calls to the homes, or making sure that any missed calls are monitored, especially considering that any enquiry may be worth tens of thousands of pounds in revenue from one resident. </li> <li>What to say on a care home "sales" call from an enquiring family. </li> <li>The importance of networking and "speaking to everybody" when launching a new home</li> </ul>

Want to discover what a new care operator's sales and marketing manager did for the group's first three new homes? This episode, featuring Dormy Care's Wendy Westbury, discusses: How to think about re-branding your care operator, including a new website and its look and feel, and new logo The importance of consistency in branding and ensuring that families want to visit the home after visiting the website How small website tweaks e.g. adding a 'request call back' option on the care homes' contact pages can make a difference. How to launch individual Facebook pages for the homes, and how the pages can help secure enquiries How one Facebook campaign alone helped secure 500 job applications during the launch of one home How stories published in the local media help promote the homes  How Wendy monitors the success of adverts e.g. newspaper or online adverts, using a "telephone-tracking" system The importance of recording calls to the homes, or making sure that any missed calls are monitored, especially considering that any enquiry may be worth tens of thousands of pounds in revenue from one resident. What to say on a care home "sales" call from an enquiring family. The importance of networking and "speaking to everybody" when launching a new home 

How To Promote Three New Homes? What A Care Operator Sales And Marketing Manager Did

Want to discover how your care home’s good news story can reach more than 8,000 local people on Facebook for just £37.50? Want to discover the most effective way to promote your care home’s quality of care on Facebook – and encourage engagement? This episode, featuring Springup PR’s Adam James, shows: <ul> <li>How you re-model your news release used for local media as a separate stand-alone Facebook post</li> <li>How using Facebook boosts can reach big numbers of local people at a very low cost</li> <li>A real-life example featuring the story of a care home resident’s 100th birthday party that was featured in local media and the story was optimised for Facebook – and reached more than 8,000 people for just £37.50</li> <li>Why you have to think differently when promoting your care homes via Facebook, as opposed to traditional media</li> <li>How using catchy Facebook post headlines, emoticons and strong photos makes a difference – and why</li> <li>What are the ideal audience you should promote your care homes to using Facebook boosts</li> </ul>

Want to discover how your care home’s good news story can reach more than 8,000 local people on Facebook for just £37.50? Want to discover the most effective way to promote your care home’s quality of care on Facebook – and encourage engagement? This episode, featuring Springup PR’s Adam James, shows: How you re-model your news release used for local media as a separate stand-alone Facebook post How using Facebook boosts can reach big numbers of local people at a very low cost A real-life example featuring the story of a care home resident’s 100th birthday party that was featured in local media and the story was optimised for Facebook – and reached more than 8,000 people for just £37.50 Why you have to think differently when promoting your care homes via Facebook, as opposed to traditional media How using catchy Facebook post headlines, emoticons and strong photos makes a difference – and why What are the ideal audience you should promote your care homes to using Facebook boosts 

How to use Facebook "boosts" to promote your care home to 8,000 local people for just £37.50

<div class="def"> Want to know how to use content marketing for your care homes in order to have a superior online presence to competitor homes? Want to get ranked number one on google for particular key word searches that prospective families might make when searching for a care home for their loved one? Want to know how PR can propel your care home content marketing strategy? Want to know what you have to include on your care homes’ websites to improve its SEO and rankings on google? This episodes features Ciaran Connolly of content marketing company Profile Tree, and reveals: <ul> <li>how content marketing and SEO can help get your care home more enquiries from prospective families</li> <li>How to analyse your care home website’s speed and make it faster and how often people search online under important key words or phrases such as ‘care homes in xxxx, ‘care homes near me’, ‘dementia care specialist’ and ‘residential care’ </li> <li>Why content is particularly vital for your care home website’s home page </li> <li>What content your care home website should include, and why you should describe your particular specialisms e.g. dementia care </li> <li>The perils of your care home website pages being too “light” on relevant content e.g. words or photos </li> <li>Why your care home website must convey confidence to a prospective family member </li> <li>What to include on your care home website so prospective families will be enticed to contact you </li> <li>Why it’s important to include pictures and profiles of staff on your website. </li> <li>How you can find out – for free - how many people search online under keywords, and how much it would cost you to advertise on google for that key word or phrase. </li> <li>What keywords you should start to think about for your care home if you want to improve SEO, and how many words should be on each page of your website </li> <li>How having dedicated page on your care home website for particular keywords or phrases, such as 'care homes [your town/region], can propel your online presence. </li> <li>How to secure even better SEO results than the carehome.co.uk directory. </li> <li>Why your care homes must be hyper attentive to benefits of Google Maps an Google Reviews </li> <li>Why PR for your care homes can have an “incredible” impact on SEO, and why online exposure can propels your SEO results. </li> <li>The importance of video to convey what’s special about your care homes and to build trust. </li> <li>How PR and online exposure can work hand-in-hand with content marketing for your care homes </li> </ul>       </div>

 Want to know how to use content marketing for your care homes in order to have a superior online presence to competitor homes? Want to get ranked number one on google for particular key word searches that prospective families might make when searching for a care home for their loved one? Want to know how PR can propel your care home content marketing strategy? Want to know what you have to include on your care homes’ websites to improve its SEO and rankings on google? This episodes features Ciaran Connolly of content marketing company Profile Tree, and reveals: how content marketing and SEO can help get your care home more enquiries from prospective families How to analyse your care home website’s speed and make it faster and how often people search online under important key words or phrases such as ‘care homes in xxxx, ‘care homes near me’, ‘dementia care specialist’ and ‘residential care’ Why content is particularly vital for your care home website’s home page What content your care home website should include, and why you should describe your particular specialisms e.g. dementia care The perils of your care home website pages being too “light” on relevant content e.g. words or photos Why your care home website must convey confidence to a prospective family member What to include on your care home website so prospective families will be enticed to contact you Why it’s important to include pictures and profiles of staff on your website. How you can find out – for free - how many people search online under keywords, and how much it would cost you to advertise on google for that key word or phrase. What keywords you should start to think about for your care home if you want to improve SEO, and how many words should be on each page of your website How having dedicated page on your care home website for particular keywords or phrases, such as 'care homes [your town/region], can propel your online presence. How to secure even better SEO results than the carehome.co.uk directory. Why your care homes must be hyper attentive to benefits of Google Maps an Google Reviews Why PR for your care homes can have an “incredible” impact on SEO, and why online exposure can propels your SEO results. The importance of video to convey what’s special about your care homes and to build trust. How PR and online exposure can work hand-in-hand with content marketing for your care homes        

Episode 8 - How To Make Your Care Homes Stand Out Online

Want to know how to grow a care group from 1 to 5 homes, with 60 beds or more in each? Want to know what you should be looking for when financing your growth to 10 homes or more for your care group Want to know how to promote the homes within your group to help with occupancy? This episodes features Harnoop Atkar, chief executive of Oakland Care, which operates 3 luxury homes with another 2 due to launched. The episode reveals: <ul> <li>The importance of finding the right funding partner for your care group and the why having shared values and ethos with your funding partner is key</li> <li>How to choose the right area in the UK for a new care home</li> <li>Why it’s important to own and operate homes that are geographically close to each other</li> <li>What risks you need to consider, including unforeseen circumstances during planning and building phases</li> <li>Why it can take up to four years from identifying an opportunity to opening a new care home</li> <li>How continuity plans can prepare care operators for unknown factors such as Brexit</li> <li>The vital role of your care home team in ensuring your home gets off to a good start</li> <li>Setting milestones, such as breakeven point.</li> <li>How resident outcomes and person-centred care underpins everything</li> <li>Why care operators must continually have feedback loops both internally and with key external partners</li> <li>How “mobile care monitoring” can help ensure staff spend maximum time time with residents</li> <li>How marketing and PR can help differentiate your care homes from competitors</li> <li>How “good news stories” about your care home in the local media can help increase enquiry levels, and improve the way the sector is seen from the outside.</li> <li>What Brexit means for staffing for care operators</li> <li>Staff retention</li> <li>Why care providers should talk and communicate with each other more through, for example, organisations such as Care England and The Care Workers Charity</li> </ul>

Want to know how to grow a care group from 1 to 5 homes, with 60 beds or more in each? Want to know what you should be looking for when financing your growth to 10 homes or more for your care group Want to know how to promote the homes within your group to help with occupancy? This episodes features Harnoop Atkar, chief executive of Oakland Care, which operates 3 luxury homes with another 2 due to launched. The episode reveals: The importance of finding the right funding partner for your care group and the why having shared values and ethos with your funding partner is key How to choose the right area in the UK for a new care home Why it’s important to own and operate homes that are geographically close to each other What risks you need to consider, including unforeseen circumstances during planning and building phases Why it can take up to four years from identifying an opportunity to opening a new care home How continuity plans can prepare care operators for unknown factors such as Brexit The vital role of your care home team in ensuring your home gets off to a good start Setting milestones, such as breakeven point. How resident outcomes and person-centred care underpins everything Why care operators must continually have feedback loops both internally and with key external partners How “mobile care monitoring” can help ensure staff spend maximum time time with residents How marketing and PR can help differentiate your care homes from competitors How “good news stories” about your care home in the local media can help increase enquiry levels, and improve the way the sector is seen from the outside. What Brexit means for staffing for care operators Staff retention Why care providers should talk and communicate with each other more through, for example, organisations such as Care England and The Care Workers Charity 

Episode 7 - Discover How To Grow A Care Home Group From 1 to 5 Homes

Danielle Booker of Springup PR runs through the details of an Facebook "Accelerated Engagement" campaign for a care home which reached 25,000 local people within 7 days without one penny of advertising

Danielle Booker of Springup PR runs through the details of an Facebook "Accelerated Engagement" campaign for a care home which reached 25,000 local people within 7 days without one penny of advertising

Episode 6 - How One Care Home Used Facebook To Reach 25,000 Local People In 7 Days Without Paying A Penny On Advertising

Featuring Lisa Pettifer of Springup PR who explains all you need to know and do to get local journalists to write regular good news stories about your home in order to promote your home and help fill your beds faster.

Featuring Lisa Pettifer of Springup PR who explains all you need to know and do to get local journalists to write regular good news stories about your home in order to promote your home and help fill your beds faster.

Episode 5 - How To Secure Ongoing Positive Media Exposure For Your Care Home

Discover how one care home got creative via Facebook to reach 20,000 people organically. Discover how the home used Facebook 'accelerated engagement' to raise its profile among local audiences, and promote how it was a good place to work.

Discover how one care home got creative via Facebook to reach 20,000 people organically. Discover how the home used Facebook 'accelerated engagement' to raise its profile among local audiences, and promote how it was a good place to work.

Episode 4 - How One Care Home Used Facebook To Reach 20,000 People Organically Within One Week

How can a special event - with more than 100 people - at your care home boost its reputation? How do you get 100 people who have never been to your home to attend? How do you get busy professionals to turn up. Listen to this episode to find out.

How can a special event - with more than 100 people - at your care home boost its reputation? How do you get 100 people who have never been to your home to attend? How do you get busy professionals to turn up. Listen to this episode to find out.

Episode 3 - How To Create An Ultra Successful Event At Your Care Home In Order To Boost Its Reputation

Would you like to know how PR and Marketing techniques can help promote your home, get more enquiries and fill beds faster? This episode outlines why care homes must do PR and Marketing

Would you like to know how PR and Marketing techniques can help promote your home, get more enquiries and fill beds faster? This episode outlines why care homes must do PR and Marketing

Epsiode 2 - What Is PR And Marketing For Care Homes And What Does It Help Do?

Introduction to the Care Home PR and Marketing Masterclass Podcast. Explaining what the Care Home PR and Marketing Masterclass Podcast is, why it was set up, and what future episodes will feature

Introduction to the Care Home PR and Marketing Masterclass Podcast. Explaining what the Care Home PR and Marketing Masterclass Podcast is, why it was set up, and what future episodes will feature

Introduction To Care Home PR And Marketing Masterclass Podcast

Do you want to fill your care home beds faster using PR and marketing techniques? Do you want more enquiries from private pay families? Subscribe to the Care Home PR And Marketing Masterclass Podcast that will help provide you with advice on how to ensure you have full occupancy and maximise annual revenue for your homes.

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Care Home PR And Marketing Masterclass Podcast

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