Marketing attribution for care homes: are you only scratching the surface?

Wouldn’t it be great if your care home leads converted to move-ins faster and more frequently? The reality, of course, is that the customer journey for care homes is a long and complex one.

And that’s understandable. Choosing a place for elderly relatives to live out their twilight years isn’t a quick or easy decision to make.

But for care home marketers, it means understanding the complexity of that customer journey – and ultimately which sources and interactions trigger the best conversions – becomes essential for sales and marketing success.

What’s the marketing attribution solution?

Every marketer strives to deliver campaigns that generate positive results. To do this, we need to know the activities that truly make a difference.

Marketing attribution holds the key. It can help you see exactly where leads come from, so you can put more effort and budget into those areas.

But what if there are crucial insights you don’t yet have sight of?

What if you don’t have a truly complete picture of what your incoming leads are doing to find you and interact with your business?

Finding the real nuggets of insight

Throughout the customer journey, your prospects spend an awful lot of time with your brand – often without you even knowing it.

In fact, they will likely complete many interactions with your business – visits to your website, downloads or views of content, reading reviews and more – before they make a final decision. Or even get in contact with you for the first time.

These interactions reveal a huge amount about the customer journey that you may not yet be privy to.

In fact, these interactions can help you unearth insights that are crucial for your marketing campaigns. Insights such as:

  • What prospects liked
    Which of your campaigns or messages are getting the most traction
  • How they found you
    Which channels they used before they found you
  • What’s their thinking
    Which keywords connect best with their search behaviour
  • Where they live
    Which areas of the UK seem to give you a better response

With the right tools and techniques, it’s possible to discover far more about your prospects, their journeys and which of your marketing activities are proving most effective.

The ultimate goal is to build a crystal clear picture – or fully completed jigsaw puzzle, if you like – of what the customer journey looks like.

Getting maximum customer journey visibility

So how do you use the tools at your disposal to get maximum visibility of what your customers and prospects are doing?

How do you know for sure that your marketing budget is being spent on the activities that will ensure move-ins?

Luckily, with Mediahawk, there are two great ways to find out.

1. Call to action tracking

With Mediahawk’s built-in call-to-action tracking feature, you can see exactly what types of content drive interactions. And what those interactions actually are.

By tracking your website call to action buttons and links, you’ll better understand the customer journey and improve campaign performance thanks to:

  • Seeing a full view of the customer journey from source to enquiry – whatever channels they come through
  • Reporting in granular detail on the customer journey from start to finish and identify weak points for improvement.
  • Investing more into channels that are driving the best quality leads and optimising under-performing ones
  • Earmarking campaign budgets with greater certainty, thanks to deeper customer journey insights and data from call-to-action tracking
  • Getting a true picture of your website conversion rate by identifying which pages phone callers are visiting and calling from

2. Attribution report

Mediahawk’s attribution reporting functionality means you can see which sources and mediums are generating revenue, and at which stage of the journey – the first, middle, or last click.

Coupled with the call-to-action tracking tool, this can deliver powerful insights to help you build that rock-solid picture of your customer journey.

With the attribution report, you’ll also be able to:

  • Get detailed insight on the marketing sources and campaigns that generate your most qualified leads
  • See which online marketing channels lead to offline call conversions
  • Optimise your current campaigns and plan for cost-effective, high performing future ones
  • Fine-tune your marketing campaigns to maximise engagement

How Barchester Healthcare did it

Barchester Healthcare – one of the largest and successful care home groups – uses Mediahawk to make sure they have a complete view of the customer journey.

Using Mediahawk, the company combine source and keyword tracking, visitor level tracking, URL tagging, and conversion tracking to get a better understanding of their audience and improve occupancy.

It enabled them to better understand the customer journey and, for example, know how prospects were searching for information along the way.

In fact, they re-allocated campaign budgets to target keywords that they knew would lead to more move-ins. Now, new campaigns are consistently being launched with precise tracking of telephone enquiries and residential move-ins.

“Having a full picture of response has allowed us to be much smarter and confident in our actions. We’ve upped the ante by considerably improving our campaign effectiveness.”
Mandy Macara, Head of Marketing at Barchester Healthcare.

Call tracking and marketing attribution tools are the key for for getting deeper insights into the customer journey. Without them, you are only ever scratching the surface of the insight that’s available to you.

About the author - Natalia Selby

Marketing Executive at Mediahawk, with 20 years experience in analytics and content management.

Care home residents.
How leading care home groups do more with Mediahawk

Read the full case study and see how Barchester Healthcare used Mediahawk to drive a significant uplift in occupancy through paid search.

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