Reviews Best Practices: A Must Read Before You Turn A Social Media Complaint into a Disaster!!!


If it hasn’t happened to you yet, you are lucky – but at some point, your home care business might face some backlash over something you did or didn’t do. The Internet is practically a free-for-all, where anyone can share a feedback and voice their concerns.

Why Should You Care?

Research shows that 88% of consumers trust online reviews as much as personal recommendations, and 72% report that positive reviews make them trust a business more.

Social media is public, which means every time a customer writes a negative review about your business; the entire social media audience is able to see it. People judge you based on various criteria:

  • How quickly you respond?
  • What is your reaction?
  • What is the customer’s reaction?
  • How does the whole thing end?

People on social media platforms, be it Facebook, Instagram or Twitter literally live there. They post in the morning, while having breakfast, after dinner, and even in the middle of the night. So, if you plan to take your business to social media, be ready to do the same.

Here’s How to Handle Negative Client Reviews on Social Media like a Pro

  • Ignoring Online Reviews Isn’t In Your Best Interest:

    You might think you should ignore the detractors in order to avoid getting into a contentious back-and-forth on a social platform. However, responding to negative comments or bad reviews on social media shows that you actually care about the concerns of your clients. On the other hand, ignoring them make things worse by giving off the perception that you do not care about them.

  • Never Ever Remove Negative/Bad Comments:

    You might be tempted to remove negative comments, but you should never ever do that. If you do so, be sure the upset customer will be back: angrier, louder, and more frustrated.

    Note: There’s one case when you should remove a negative comment: when you are more than 200% sure that it is coming from a troll. If someone writes irrational things about your business or abuses you, delete it.

  • See the Positive in the Negative:

    Negative reviews actually have a silver lining for your business. Although it is difficult to see the real value behind those not-so-pleasant feedbacks, remember there are companies out there which pay big money just to survey people to get insight on how they can better themselves. So when you get it for free, see it as a chance to learn and improve. You will be amazed at how crafting a decent response can help you turn a negative feedback into an opportunity to regain trust of the reviewer, and even win over some new customers.

  • Carefully Craft Your Response:

    It is obvious to be offended or angry when someone badmouths you on a public platform. However, you must cool down before responding to any critical client feedback, especially when you think their opinion is wrong, unfair, or ill-intentioned. Come across as a reasonable person and not someone who flies off the handle after seeing the negative feedback.

  • Ignoring Online Reviews Isn’t In Your Best Interest:

    You might think you should ignore the detractors in order to avoid getting into a contentious back-and-forth on a social platform. However, responding to negative comments or bad reviews on social media shows that you actually care about the concerns of your clients. On the other hand, ignoring them make things worse by giving off the perception that you do not care about them.


  • Do not attack
  • Be careful with your tone
  • Avoid tit-for-tat
  • Show empathy
  • Be authentic and conversational
  • Be thankful for the feedback

Follow Up To Show You Care:

Once you listen to the concern of a client, do not leave it there. Contact them to ensure they are happy with the steps you’ve taken for rectifying what they thought was wrong. Not only will this make you feel better, but will also help you create a culture that embraces both positive and negative feedback.

You have to be no less than a customer concierge, doing everything you can to make every one of your customers feel acknowledged, appreciated, and heard. Social media gives businesses the tools to do that for the first time in a scalable way.”

-Gary Vaynerchuk

So, follow the aforementioned tips and take advantage of the opportunity called ‘Negative Client Reviews’.

The Secret to Conquering Your Core Home Care Marketing Challenges


Mary Johnson sat on her favorite old rocking chair; head bowed with tears pouring down her cheeks, as she recalled her recent visit to the hospital. “It was awful, just awful,” said Johnson, 81, who was diagnosed with osteoporosis last year. Lately, her condition got worse, leaving her dependant on family members to get around. Overwhelmed with the additional responsibility of caring for an aging senior, they hired an in-home caregiver that could assist her with daily living tasks.

There are currently 12 million people in the U.S. like Mary Johnson who receive home health care services. Despite the demand for professional caregivers being at a constant rise, most care agencies struggle to get clients. After all, selling something that most people either do not want or are not ready to buy brings forth many challenges. From a marketing stand-point, there are a few things agencies can do to succeed.

Target All Potential Referral Sources:

Brainstorm. Who do you think can give you referrals other than your existing clients? How about sources, such as churches, the Chamber of Commerce, senior centers, clubs, or organizations that work with seniors? These sources may be able to connect you with the home care prospects that may be looking for what you offer. Reaching the right people at the right time is the first step to a successful marketing strategy.

See Through the Customers’ Eyes:

No one wants to see themselves as a frail, elderly person in need of care. As most people (seniors and their families) are so disconnected from the world of home care, they often see ‘home care’ as something only meant for those who can’t thrive on their own. As a home care agency, you need to see through their eyes and assure them that home care doesn’t imply to loss of independence, but is an enhancement of independence.

Focus on Creating Great Customer Experiences:

Knowing what the whole research and buying experience is like for a senior and their family gives valuable insights to a home care agency owner. Take this journey yourself to learn what being in the shoes of a potential client feels like. Start by mystery shopping your competitors. See if the experience impresses you as a potential client or intimidates you. This will help you twofold. First, by get better understanding of the approach your competitors’ take and second, allowing you to tailor your operations to meet clients’ actual needs.

With a strategic marketing plan in place and keeping in mind these tips, you much more likely to be successful.

How a Custom Video can Benefit Your Home Care Business?


Home care businesses usually rely on word of mouth or client referrals to expand their customer base; however, online marketing has changed the game. Home care businesses now benefit from new and advanced marketing strategies.

Why do they benefit? Here are a few reasons:

  • Online marketing is a less expensive method to promote a business.
  • There is a bigger platform to promote your home care business to a wider audience.
  • It increases your online visibility and traffic to your website.
  • Online marketing can increase lead generation, leading to higher revenue and expanded customer base.

In online marketing, a variety of strategies can be used to promote a home care business. One of the newer strategies are videos as they have become an important part of marketing campaigns. Giving your users a moving picture experience is a tactic that is becoming quite popular.

Which types of home care videos should you have for your business? While you can add anything, here are a few great ideas from a marketing standpoint:

  • Short Ads
  • Testimonials or reviews from clients
  • Videos on important topics like caregiver stress, diseases and tips for caregivers
  • Informative videos

Videos can do wonders for your home care business as most people remember visual content more vividly when compared to text. You can use videos on a variety of platforms, including your home care website and social media accounts.

What benefits can you gain?

Videos are a quick way to deliver a message to target audience. In just a few minutes, you can provide them with the information they want and promote your business at the same time. This will help you generate leads for your business.

Post videos with Facebook ads or post it on your Facebook business page. You can also post the videos on your channel, Google+ Account, Twitter or other social media profiles to gain more exposure and to reach more people.

  • Post a variety of videos on your website.
  • Use videos as a Google AdWords Advertisement.
  • Add a custom video in the e-newsletter on your website to give readers up to date information.
  • Use a video as a TV commercial for your home care business.
  • Adding video in a blog post is another way of benefitting from this marketing technique.

All of these options can help you drive traffic to your website while delivering your message in a fun, entertaining way.
If you don’t currently use videos, it’s time to get in the game!

What Is an Ideal Home Care Digital Marketing Strategy?


Introducing your home care business in the digital world is a big task. Maintaining your visibility and campaign in the market is even bigger. To be successful at both, you need ideal home care digital marketing strategies.

What is a digital marketing strategy?

To create a digital marketing strategy, ask yourself the following questions: Who is your target audience? What are your goals for your home care business?

This detailed strategy is meant to help you achieve the predetermined goals by to clarifying who your target audience is, how you plan to engage them, and what you need to help convert them into clients. This will help you develop a targeted online presence and keeping users engaged, which helps increase your client base and overall revenue.

Is there an ideal digital marketing strategy for a home care business? The answer to this may vary, but certain home care online marketing strategies are a must.

Search Engine Optimization (SEO)

SEO is the first step in creating an ideal marketing strategy for your home care business. It’s the process of:
  • Driving traffic to your website
  • Keeping users engaged
  • Reducing your bounce rate
  • Generating leads

To achieve success with search engine optimization, potential clients need to be able to find your home care business when they search for similar services online. They should also be able to find the information they were looking for on your website. This can be done by:

  • Using keywords and search engines preferred by the targeted audience
  • Optimizing the website to provide the best user experience
  • Adding relevant, original content
  • Increasing the number of backlinks or inbound links

Reputation Management

When it comes to home care, trust and reliability is essential. What do your clients see when they search your business online? Potential clients may not even glance at a company if they do not have a good reputation online. To attain and maintain a good reputation, you will need to create a reputation management plan, such as responding quickly to negative reviews in a timely manner, that is constructed specifically for your business needs.

Content Marketing

Original and relevant content is the key to keep users engaged and turning them into potential clients. The main motive of content marketing is to give people the information they want. Instead of selling products, give users informative content to increase their knowledge. For a home care business, sharing your knowledge with your clients is a blessing that can change the marketing game for you.

There’re numerous other strategies and tools that you can add in your home care marketing campaign. Find what works well for you watch your business grow.

Which Online Marketing Tools Should You Use for Your Business?


The internet can be a big pool of leads, meaning potential clients, for your home care business. Many of people now search online to search for local businesses that will suit their needs. If you still rely mainly on client referrals and word-of-mouth advertising to gain new clients for your home care agency, you’re missing out on the endless possibilities the internet can bring to your door. Online marketing can give your home care business the boost and exposure it needs to thrive.

When it comes to online marketing, you need to use reliable tools to gain your desired results. The following home care marketing tools can guide you in the right direction:

  • Gain exposure with Search Engine Optimization

    The first tool you should be using to gain visibility is Search Engine Optimization. Search Engine Optimization, or SEO, allows you to utilize the free marketing services Google and other search engines offer. Google’s bots scan web pages and include them on search results based on relevancy. SEO can give your home care business exposure on a large scale as well as in your local market.

  • Benefit from Lead Generating Sites

    Did you know that lead generating sites can increase your home care business’s revenue by several percent? For online marketing, this tool can be very useful. While these websites can help you with lead generation, you may need to purchase a subscription or pay to register on some of these sites to access their services.

  • Take it to a whole new level with Corporate Web Leads

    If your home care business is a part of a larger franchise, then you can benefit from corporate web leads by listing your agency on the corporate website. Potential clients use that website to search for a home care agency in their region and by being listed on the site, you have more visibility online. If your agency is not a part of a franchise, consider joining an association. Some associations provide referral services for members and shows potential clients that you are an established business in the area.

  • The easy road with Google AdWords or Pay-Per-Click

    When it comes to marketing for a home care business, Google AdWords and other search engine’s Pay-Per-Click tools are extremely valuable. You can pay the search engine to ensure that your home care business appears on top, in the form of an ad, whenever a potential client uses your paid keywords in a query. This tool can help you increase your business’s visibility, user engagement and revenue by putting you front and center.

Online marketing tools are never-ending. You can use a variety of tools, including aforementioned ones, to grow and expand your home care business. Many of these tools are free or have nominal fees, so choose your tools today that fit in with your marketing plan.

Tips to Overcome Negative Client Reviews


Home care businesses breathe and bloom based on their star ratings. It is estimated that 90% of the customers make a decision based on online reviews.

Word-of-mouth is still a force to be reckoned, but technology changed the way it is presented. Twitter, Facebook, Instagram, Google+, Linkedin, Blogs, and Review Sites such as Yelp, Angie’s List, BBB and Consumer Affairs are used to rank or discuss experiences, whether good or bad. Online reviews from many of these social platforms have been significant in shaping the opinions of prospects. While positive feedback are great and boost your reputation, negative reviews can pose a serious threat to your business.

Here are some valuable tips to overcome negative client reviews:

Take the issue offline

When you get a negative review, take the client’s concern offline before leaving a public comment. Contact them via phone or email to resolve the issue. Once you are confident that now the client is happy, leave a brief comment below their review for the public to see. Those reading reviews take responses in consideration. Make sure you comment quickly and intelligently about the resolved issue.

Make it go away

Although most of the time you cannot change reviews, if you can tell a review or a series of reviews are false or outright lies, you may be able to have it taken down by contacting the website and requesting an intervention.

Poor reviews on one website? Boost up ranking on others.

If you are unable to fix your negative reviews on one website, try to improve the ranking elsewhere by requesting that some of your current customers post an honest review.

Cool Down

When you respond to posts, make sure you do with a cool head. Everyone can get emotional at times. Make sure negative emotions are not shown in your response.

Dilute it

If your overall review profile only has a few negative reviews, it shouldn’t damage your reputation. If there are more than a few, while fixing those pain points, run a campaign with your current customers asking them to post honest reviews online.

Show your presence on all popular industry relevant review websites

Having pages of your home care business on popular industry relevant review websites is another way of overcoming negative client reviews, since they speak stronger to the potential clients in search of home care services.

Responding to and leveraging both good and bad reviews is something that many home care businesses overlook. They are more important than many realize and as a home care agency, make sure to review and respond to them in a timely manner.

How to Capture Positive Client Feedback


Listening to the voice of your clients goes a long way in helping your home care business evolve. Without intelligent feedback, you may wonder just how satisfied they are with your services. Most home care agencies look for negative feedback to identify their weaknesses to highlight which urgent matters need to be resolved. However, when leveraged in the right way, positive feedback too can serve an equally important purpose.

Below are Techniques to Capture Positive Client Feedback to help you raise the bar in service for your agency.

Create an Effective Feedback Survey

Create a simple survey to receive customer feedback reviews about your services. Offer the opportunity for open-ended responses so that they do not feel forced to use the rating scales, which do not always fit the feedback they want to share.

Tip: Ask the most important questions to you at the beginning of the survey since many clients do not always complete the entire questionnaire or answer more completely and thoughtfully in the beginning.

Know What to Ask

Put yourself in the shoes of a client while writing the questions. Target their major ‘pain points’ in receiving home care from you. If you are not sure where to begin, there are numerous online resources that allow you to not only find some good starter questions, but also give you the freedom to customize them for your business.

Focus on the Visibility of Your Survey

Place the feedback survey where your clients are most likely to find it instead of relegating it to the dark corner of your website’s Contact Us page. Provide links to the survey on all marketing materials, including:

  • Business Cards
  • Brochures
  • Information Folders or Pamphlets

Provide Multiple Feedback Channels

Not all people prefer to fill out a feedback survey. Make sure that you provide them with a channel that is convenient for them whether it be a face-to-face, an email or a phone call.

Think Outside of the Box:

In case these efforts do not yield the desired results, hold a focus group or survey your clients via telephone. Although such proactive measures are quite expensive, they do help you get input from those clients that you may otherwise never hear from.

When you are aware of what your clients are thinking, you’re able to effectively address issues and deliver what potential clients in your area are looking for in a home care agency.

How to Improve Local SEO Results for Your Home Care Business?


Does your business show at the top when a potential customer searches for similar services in local area on Google? If not, it’s time to improve your local SEO results. For a home care business, local customers make up almost the entire customer base. You need to pay special attention to your local search engine optimization.

Here are a few local SEO tips for home care marketers.

Keyword research – Begin with keyword research to find out what your target audience looks for when seeking home care services online. Use the Google search bar and Google AdWords Keyword Tool to find the search terms that your potential clients use on the internet when searching for similar services. Related searches at the bottom of the search results can help you understand what words or phrases people also use to find a home care business in the region.

Claim who you are – If you can find pages or listing for your business on the internet, then make sure to claim them all. You should be the one managing your business listings or page, not Google. Claim your:

  • Google My Business Page – Search for your home care business on Google Business. If there is already a listing for your agency, then link it with your Google account. If there is no listing, create one.
  • Local Business Directory Listings – Claim your Local Business Directory (Citation) Listings. Remove any duplicate listings and update the original ones with proper information. Regularly review these listings to ensure they have correct information.

Provide complete information – Make sure that when clients search for your home care business online, they see the complete information for your agency. To achieve this, make sure that every listing or page has the same and accurate address, phone number, email id, website and other contact details. Don’t forget to also make sure that your website has clear and complete information about your business.

Work on your website homepage – Your website’s homepage is the place where users should land first. Using the list of phrases used by clients to search similar services from the keyword search, optimize your website’s homepage for those keywords by optimizing the content to ensure that users land on the right page.

Continually update content – Post new and relevant content regularly, including blogs, PPTs, video content, images, and graphics. You can also share this content on your social media profiles to increase your home care business’s online visibility, drive more traffic to website, and improve SERP rankings.

Following these local online marketing tips can help you home care business a lot. What are you waiting for? Begin your local SEO today.

How to Write Fine Content for a Home Care Business?


Content marketing has emerged as the new leader of online marketing and is the new way of promoting a business in more informative way. Not only does it gives you a way of informing your target audience of your message, but also gives your home care business a boost. By engaging your target audience in a concise manner, it will increase traffic to your website or blog, as well as increase leads.

Do you know where to start or how to make it engaging? Below are a few tips:

Who is your target audience?

You can’t begin to write fine content without identify your target audience. The most basic and important step in marketing is to define your target audience, as this is the base on which the whole strategy is developed.

What they would like or prefer to read?

Once you recognize your target readers, identify what they need and want to read. Ask yourself questions such as: Are they interested in reading about home care? Do they want to be informed about how to care for their loved ones? Do they want to find more seasonal or locally based information about care?

How can you keep them engaged?

When it comes to content tips for a home care business, engagement is the most important tip. Recognize the different ways you can keep your readers engaged and not just for one blog, web page, or newsletter, but for those to come.

How do you create content?

Content should be informative instead of marketing your home care business. No matter how much you want to promote your business through this method, it can drive readers away. They are more interested in informative content that informs them of important and relevant topics. Create content that attracts and engages readers by providing them the information they want.

Is your content SEO friendly?

Don’t forget to make content for your home care business SEO friendly. It will help users find the content easily on the internet, as well as help you reach higher rankings on search engine result pages.

Follow above home health care content tips to make your home care business’s content a hit among readers.

Struggling to Retain Your Top Caregivers? Here’s What to Do


According to the Home Care Bench marking Study, in recent years, the median rate of caregiver turnover has gone up from 39.4% in 2009 to 65.7% in 2017.

The odds are that two third of your caregivers are going to quit their job at your agency next year. Although most home care business owners believe they work hard when it comes to retaining their employees, caregiver turnover remains one of their major threats. While hiring new caregivers is the alternative home care providers always have, they unfortunately hit the panic button when doing so. The panic is usually caused due to the escalating threat of caregiver shortage and caregiver turnover, which is combined with the pressure to quickly fill a shift for a brand-new client who just called. The quick hires often aren’t vetted properly and can hurt the customer experience you have been striving hard to offer. A recent research reveals that more than 80% of caregivers who leave in the first twelve months do so in the first ninety days – leaving your home care clients dissatisfied and you hunting for new caregivers.

To sum up, recruiting top talent – and retaining them – continues to be a balancing act that most home care agencies struggle with. The issue has become an epidemic in the home health care industry and there is a lot of evidence available to support the notion. According to the Home Care Bench marking Study in 2017, 77% of home care providers stated that caregiver shortage is one of the biggest threats to their agency.

With this caregiver crisis spreading nationwide with no end in sight, what’s the solution to this shrinking talent pool?

In a recent poll conducted by Just for CNAs, nurse aides were asked what organizations could do or provide to ensure their loyalty. 99% of the respondents said,”Higher Wages”. Unfortunately, most home healthcare agencies are not able to afford raises often. There are many that even struggle paying their current payroll every month while still providing high quality care services. So, if we keep higher wages off the table, what all can be done to decrease caregiver turnover? Keep reading to find out.

It’s Time for BOLD Thinking!

PHI has long been advocating the “Quality Care through Quality Jobs” model and arguing that a well-trained, robust, and stable workforce is most likely to pay off in lower turnover rates and higher quality care which families can count on. In the current era when the governments, as well as families, seem to tighten their belt, care agencies need to ask themselves many complex questions. Some of these are:

  • What do you think makes a quality job in the gig-economy?
  • How do you make senior care affordable while ensuring your workers’ income is sufficient for supporting a family?
  • What kind of training do caregivers need to meet the complex mental, physical, and emotional needs of seniors wanting to age in place?
  • How can in-home caregivers be integrated into the care teams in a better way?

The caregiver crisis is real and it is happening now. Be the solution by showing your team of caregivers how important they are to you and the healthcare world. Do not wait! Start today.