Build a Blog: #1) Why You Should
Written by Maryellen Lazzaro on February 23, 2016
EXTENDED-CARE MARKETING EDITION
From what we can tell, many extended-care organizations don’t blog or, if they have a “news” or “events” page, they aren’t developing that to include the elements of a blog.
This is a missed opportunity. Why? At its very basic function, a blog is an essential foundation to build loyalty with your audience and distinguish yourself from your competitors. Blogging can also be a platform from which to launch effective e-marketing.
Let’s play the scenario out. You decide to build a blog that targets the families of your residents. This is a highly motivated reader with a consequential interest in your organization. She is not just dropping by for an appointment and then moving on. She is, in fact, intent on feeling connected to her mother who is, let’s say, in your extended-care facility for rehabilitation after a broken leg from a fall. The grown daughter feels engaged with your facility through your blog and enjoys the frequent entries that speak directly to her concerns. She is likely to spread the word to others in the community about what fine care Mom received and how she, the daughter, felt welcomed and engaged.
Mom is discharged, but the daughter continues to follow the blog, because you are continuing to provide her with relevant content on the care of older adults with entries on say, how to take the car keys away from an increasingly forgetful father. Eventually Dad needs long-term care for his progressive dementia. You know where this daughter will turn because she now enjoys a relationship with your facility that endured beyond her mother’s stay. In a year or two, the daughter herself needs a short-term rehab stay after a joint replacement. Guess who comes first to mind?
Starting a blog is not technically difficult, but it does take thought and commitment. We’ll walk you through the first 3 critical steps here, here and here.
> If you need help building a blog, give Lazzaro Designs a call or shoot us an email.
> Coming soon: Ways you can “bump up” the effectiveness of your blog: writing and design tips, how to use photos and infographics, as well as setting yourself up for an e-marketing campaign.
Posted Under: Blogging, E-Marketing, Extended Care, Social Media, Tips
Comments are closed.