Effective marketing for care homes is essential in today’s competitive care sector. With increasing pressure on local authority funding, many care providers are focusing on attracting more self-funding residents to maintain occupancy and grow revenue.
My name is Tom, and I am the founder of Arthur Communications Care. We specialise in care home marketing, helping providers increase enquiries through proven, results-driven strategies designed specifically for the care sector.
Below are five practical and effective marketing strategies for care homes looking to attract more self-funding residents.
1. Targeted Facebook Advertising for Care Homes
Facebook advertising is one of the most effective digital marketing tools for care homes. It allows you to target families by age, location, and interests, ensuring your ads reach adult children who are actively researching care options.
When done correctly, Facebook ads form a cost-effective part of a wider digital marketing strategy for care homes, delivering consistent enquiries while maximising return on investment.
2. PR and Press Coverage to Build Trust and Credibility
Positive press coverage remains a powerful form of marketing for care homes. Regular stories in local, regional, and national media help position your care home as a trusted, established provider within the community.
PR builds credibility, supports your online presence, and reassures families who are making important care decisions under pressure.
3. Google Pay-Per-Click Advertising for Immediate Enquiries
Google pay-per-click (PPC) advertising targets people actively searching for care homes in your area. This makes it one of the highest-intent forms of online marketing for care homes.
By appearing at the top of search results for key phrases such as “care home near me” or “private care home in [location]”, PPC campaigns can generate high-quality enquiries quickly and consistently.
4. Consistent Social Media Marketing for Care Homes
Social media plays a vital role in modern care home marketing strategies. A consistent flow of engaging content helps humanise your care home, showcase your team, and highlight daily life within your service.
Sharing positive stories, events, and achievements keeps your care home visible and reinforces trust with families researching long-term care options.
5. Direct Marketing to Key Local Stakeholders
Direct marketing remains an effective tactic within a wider marketing strategy for care homes. Targeted email campaigns to doctors’ surgeries, hospitals, lawyers, churches, and community centres help strengthen referral relationships.
These trusted professionals often influence care decisions, making stakeholder marketing a valuable long-term investment.
A Joined-Up Marketing Strategy for Care Homes
The most successful care providers do not rely on one channel alone. Effective marketing for care homes combines digital advertising, PR, social media, and direct outreach into a cohesive, results-driven strategy.
At Arthur Communications Care, we help care homes implement marketing strategies that attract self-funding residents and improve occupancy levels.
If you would like to discuss how our care home marketing services could support your business, we offer a no-obligation discovery call.
📞 Call 0208 396 4204 to book a discovery call today.