CPA Practice Advisor - 14

MARKETING YOUR FIRM

Marketing to the
Home Care Nursing Industry
As you consider the home healthcare industry vertical for your firm, begin with the why.
Why now? Why this industry? Why this geographic location? Why should they work with
us? Why is it important to the firm's bottom line? By Becky Livingston
As you consider the home healthcare
industry vertical for your firm, begin with
the why. Why now?
■ Why this industry?
■ Why this geographic location?
■ Why should they work with us?
■ Why is it important to the firm's bottom
line?
Once you know your why, you're on
your way to creating a marketing plan
with purpose.

WHAT'S YOUR UNIQUE
SELLING PROPOSITION?
What's your hook or differentiator?
Without this, you're just like the other
firms. Stepping into their shoes is where
you should start.
Consider their workforce: Men and
woman who take care of people in
their homes, often several homes in a
week. They drive their own cars; have
non-traditional work hours;
collect a variety of expenses
for transportation and supplies; and may not visit the
office on a regular basis.
When it comes to the
administration, how might
regulations be impacting
their agency? Are there
economic issues the organization is facing? Do they
have a full understanding of
their financials to make the
best decisions for the business? What
can your firm do differently to solve their
pain points?

FINDING COMMON GROUND
Completely different target markets
require completely different marketing
approaches - or do they? Not necessar-

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NOVEMBER 2019 ■

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ily. What do these two markets have in
common?
■ Documenting, submitting, and retaining
expenses;
■ Tax deductions, e.g., gas, mileage,
equipment, etc.;
■ Payroll and health insurance;
■ Retirement planning;
■ Financial and estate planning; and
■ Tax returns.
Now that you have some common
areas to focus on, what can you create
to draw them in?

WIIFM
Every potential customer has pain points.
Your goal is to help answer, "What's in it
for me?" Take time to explain how your
firm solves those pain points. Start by
considering universal buying motives,
like desire for gain, fear of loss, comfort
and convenience, pride, and security.
Then, share benefits they will receive
by doing business with you, such as a
dedicated team, improved performance,
increased productivity, expanded ease
of use, and enhanced ability to solve a
problem.

THE DELIVERY PLAN
Now that you have your target market,
identified your unique selling proposition,
and decided the WIIFM, you're ready to
pull the trigger. But wait! How do you
plan to reach them exactly? What can
you create and how can it be delivered
to reach these markets?
■ Online advertising: Cost-per-click and
graphical ad placement campaigns are
a great place to start. Be sure to offer a
compelling reason to click your ad, such
as a free consultation, podcast play, or
easy-to-download tip sheet.

■ Website landing pages: Create a single
landing page on your website dedicated
to this industry, its pain points, and
how you solve them. Drive advertising,
marketing, and social media traffic to
that page.
■ Podcasts, v ideos, and recorded
webinars: Offer staff and practitioners
the flexibility they need to gain access
to your content.
■ Training: Provide in-house and/or
recorded training sessions that may be
shared, played back, and leveraged in
the agency's internal communications.
■ Personalized service: Do you offer clients
a dedicated team to answer questions? If
not, a chatbot or another AI-supported
tool might help when your team is
unavailable.
■ Testimonials: Collect and share them
on your website via graphics, illustrated
video, or podcast interview.
■ Social media: Focus your efforts on a few,
targeted platforms, such as LinkedIn and
Facebook groups, like Work From Home
Nurses (1.8k members) and Home Health
Nurses Rock (2.7k members).
Even if the marketing is done inhouse, you'll need a budget. After all,
there are online ads to launch, graphics
and content to create, webinars to record,
videos to shoot, and so much more.
You won't have the time, effort, and
energy alone. Consider working with a
consultant if you don't have a dedicated
in-house marketing team to help you
to reach your goals. Now that you have
a fundamental plan, it's time to start
planning. ■
Becky Livingston is the President and CEO
of Penheel Marketing., which specializes in
social media and marketing for CPA firms.
http://www.CPAPracticeAdvisor.com
CPA Practice Advisor

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