The ultimate guide to marketing attribution for care homes

There are various approaches you can take to your care home marketing, but considering it’s one of the most essential components in running your care home, you’ll likely want the best.

This is why it’s crucial you implement marketing attribution for your care home, along with expert tools – such as call tracking for care homes – to ensure you’re handling enquiries from prospective residents and their families in the most effective way possible.

Read on to find out exactly what marketing attribution is and why it’s so essential for your care home marketing.

What is marketing attribution?

Marketing attribution is a process that allows your care home to analyse all the different areas of engagement from prospective residents and their families.

With marketing attribution, you can establish the journeys of every prospective resident, including all the different online touchpoints where they interacted with your care home, across all your marketing channels.

An important technology to assist in this process is call tracking. Call tracking software is used to track and analyse every inbound enquiry, and produce extensive data on each one – such as the length of the call, the time it was made, and a recording of the call.

This also includes in-depth insights that can help you see the levels of engagement in every prospect’s journey.

Marketing attribution, especially when paired with tools such as call tracking, is the perfect way to give you the clearest picture of your marketing performance, and distinguish the areas of your marketing which are proving more successful at driving lead and sales generation.

How can it help your care home?

Marketing attribution can be a huge benefit to your care home marketing. For instance, it can:

• Help you refine marketing content

Marketing attribution can help you refine and tailor your marketing content, to deliver exactly what your prospects are engaging with most.

When you can see the journeys of your prospects, you’ll be able to identify the areas of your marketing that drive the most leads and overall interactions.

In response, you can create new marketing campaigns that replicate the certain aspects that made your other ones so successful. This will result in your care home continuously providing prospective residents and their families with the type of content that entices them to your care home the most – thus increasing lead generation and move-ins.

• Improve prospect communication

Communication is an integral part of your care home marketing, and the right attribution process can help you identify any room for improvement, as well as create a better customer experience for all prospective residents and their families.

You can incorporate speech analytics into your call tracking software, which will not only transcribe all your calls, but also pick up on any specific keywords which are relevant to the development of your care home marketing.

With this data, you can analyse exactly how prospects are engaging with your care home, including why they called, how your care home handled the call, and if the resolution was satisfying.

This will allow you to see exactly where your communication needs improvement, and with more refined communication, prospects will be more likely to convert to a move-in after a call.

• Reveal opportunities for cost-efficiency

When executing any marketing strategies, it’s important that you’re being as cost-efficient as possible. This is where marketing attribution is key.

With a clear view of customer journeys, you’ll know exactly what marketing campaigns are driving sufficient engagement, and those which are underperforming.

This can allow you to funnel more of your marketing budget into the successful campaigns – or into creating similar ones – and remove spending on the unsuccessful campaigns.

When more of your campaigns are successfully driving engagement, it will prevent you from unnecessarily wasting money on insufficient campaigns, therefore significantly improving your return on investment (ROI).

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With this ultimate guide to marketing attribution for your care home, you’ll have everything you need to start elevating engagement across all your marketing channels, and increasing your leads and move-ins.