Aged Care Marketing Agency
As a trusted marketing agency for aged care, residential care, home care & retirement living providers,
we help you connect with those who need support during times of change & uncertainty.
Working with a Premier Google Partner
has been refreshing.
ettitude | Phoebe Yu | CEO
From Need to Nurture
How Goodwin Aged Care Services Connected with Families Seeking Support Across Residential Care, Home Care & Retirement Living
Evergreen Dental Care, a leading dental practice in Melbourne’s east, is dedicated to providing exceptional dental care to its community. Committed to growing its patient base in a highly competitive market, Evergreen partnered with SearchMax to increase new patient numbers, and the journey has been extremely rewarding.
In this campaign, we used a full-funnel digital marketing approach combining a strategic mix of targeted Google Ads campaigns, Meta Ads, and local SEO efforts. With Google Ads, we focused on hyper-local geographic targeting and intent-driven keyword segmentation to capture high-intent patient searches. Complementary Meta Ads engaged existing and potential patients with engaging ad copy and appointment reminders. Additionally, we acquired new patient leads through targeted audience segmentation based on Evergreen’s ideal patient profiles. Local SEO optimisations further strengthened its presence in near-me and service-specific searches, driving sustained organic traffic growth. This omnichannel strategy laid a solid foundation for consistent patient growth and increased market share.
Evergreen Dental Care, a leading dental practice in Melbourne’s east, is dedicated to providing exceptional dental care to its community. Committed to growing its patient base in a highly competitive market, Evergreen partnered with SearchMax to increase new patient numbers, and the journey has been extremely rewarding.
In this campaign, we used a full-funnel digital marketing approach combining a strategic mix of targeted Google Ads campaigns, Meta Ads, and local SEO efforts. With Google Ads, we focused on hyper-local geographic targeting and intent-driven keyword segmentation to capture high-intent patient searches. Complementary Meta Ads engaged existing and potential patients with engaging ad copy and appointment reminders. Additionally, we acquired new patient leads through targeted audience segmentation based on Evergreen’s ideal patient profiles. Local SEO optimisations further strengthened its presence in near-me and service-specific searches, driving sustained organic traffic growth. This omnichannel strategy laid a solid foundation for consistent patient growth and increased market share.
The Role of Aged Care Marketing in Guiding Families
Moving into an aged care facility is a tough decision to make, and as an aged care provider, you’re connecting with families during one of their most challenging times. Many struggle with comparing the available options and balancing their loved one’s needs with practical considerations. That’s why it’s important to engage families who are weighing their choices and facing immediate decisions with understanding and compassion. An aged care marketing strategy built with thought and care will address these complexities, providing families with the information and reassurance they need. This approach creates space for clear communication and ensures the values behind your care are visible at every step of their decision-making journey.
Our Bespoke Aged Care Digital Marketing Services
Drawing on over 10 years of experience gained since our business expanded in 2015, we understand the complexities aged care providers face in reaching families seeking their services. Using a data-driven, omnichannel approach, we offer a comprehensive range of aged care marketing services to help providers across Australia connect with families at the stage when they need guidance most.
Digital Strategy
Develop a digital marketing plan that guides families from their first search to understanding the services available and the care options that suit their needs.
Web Design
Design a website that clearly presents care services and costs, with user-friendly navigation for older adults to make informed decisions.
Local SEO
Optimise your online presence so families in your local area can easily find your services when searching for aged care support.
Google Ads
Run targeted campaigns to reach families actively researching care options, providing the information they are looking for at the right stage.
Retargeting
Reconnect with those who visited your site but have yet to enquire, while letting them continue their research at their own pace.
Post-Click Optimisation
Make every page your visitors land deliver information that matches their search intent and helps families navigate care options with ease.
Content Marketing
Publish helpful content, including guides and FAQs that clarify common concerns and outline available support for families.
Social Media Advertising
Share updates and stories that showcase daily life in your facilities and reflect the values families want to see before visiting.
Email Marketing
Strengthen engagement with families through emails and newsletters that provide insights and resources, helping them make informed choices.
Aged Care Facilities and Service Providers We Work With
How We Help Aged Care Providers Connect with Their Communities
Unlike conventional marketing strategies that rely on a sense of urgency or competitive pressure, the marketing approach for aged care needs to focus on building trust. An aggressive strategy can unintentionally alienate individuals and families who are already dealing with complex decisions. With emotions involved, transparency and an understanding of what families are going through are crucial in helping them reach out to you. Here are some key insights into how our expertise shapes the way we help providers communicate with families:
- Speaking to multiple voices: Based on our experience, we recognise that aged care decisions are rarely made by one person alone. We often see partners researching for their spouses, and sons and daughters researching on behalf of their parents. With many involved, what resonates with one individual can overwhelm another, which is why we take great care to tailor our aged care marketing strategy to align with these varying perspectives.
- Families need time: Choosing aged care is often a months-long process as families weigh information while balancing their complex circumstances. Understanding this, we put a lot of thought into ensuring our marketing approach respects this pace, creating a supportive path that aligns with each step of their aged care journey.
- Handling different locations: It’s natural for families to want to be near their loved ones or have access to care in a place that holds meaning for them. Having partnered with Goodwin Aged Care Services, a large not-for-profit provider of senior living services in the ACT and regional NSW, we bring extensive experience in multi-location marketing. This expertise allows us to tailor strategies for each community, ensuring our approach resonates locally while helping aged care organisations maintain a consistent presence across all locations.
- Seasonal digital campaigns (Respite Care): Even the most dedicated carers need time to rest and recharge. Our seasonal campaigns, particularly in the lead-up to the holiday season, focus on encouraging families to explore respite care as a supportive and stress-relieving option. By highlighting peace of mind, continuity of care, and short-term flexibility, these campaigns invite carers to try respite services with confidence, knowing their loved ones are well cared for while they take a well-deserved break.
How We Tailor Our Aged Care Marketing Approach Across Various Service Offerings
With each individual’s journey unfolding differently at various stages of life requiring different needs and services, our aged care digital marketing strategy aims to reflect these distinctions with sensitivity, while providing the necessary guidance to enable informed choices.
Promoting Home Care Services
Promoting home care services through digital marketing channels involves using targeted online strategies to reach individuals and families who wish to remain at home for longer. Your customers seek comprehensive services that cater to their diverse needs, including laundry services, daily meal preparation, and support with doctor visits. While most active searches for these services happen on Google, Meta and other social channels play a vital role in sparking curiosity and building awareness. By smartly combining pull channels, such as search, with push channels like social media, we effectively communicate the full range of your services, reaching customers at different stages of their decision-making journey and reinforcing your value at every touchpoint.
Promoting Retirement Care
Most customers search for local retirement living options that keep them close to family and familiar communities, making local area marketing critical. While some are drawn to gated communities, others prioritise the facilities and amenities on offer. We take the time to understand your brand and clearly communicate these differentiators across multiple channels. Meta platforms are particularly effective as a push channel for the 50+ audience, with engaging video content that stops the scroll. Soft conversion points, such as brochure downloads and live chat features, then encourage meaningful next steps without putting pressure on the customer.
Key Aged Care Digital Marketing Strategies That Make Finding Your Care Facility Easier
While most strategies are built for quick conversions, in the case of aged care, creating awareness early, providing helpful information throughout, staying present without being pushy, and being there when they’re finally ready to reach out are crucial.
Search Engine Optimisation (SEO)
Search engine optimisation helps families find you when they’re searching for aged care support in your area. Since many individuals research for months, they may search for different things at different stages. For instance, someone in the early stages might search ‘signs my parent needs help at home,‘ while someone further along might search ‘residential aged care near Perth.‘ We map keywords to the actual terms families use, ensuring your content aligns with their intent at every point in their journey.
Pay-Per-Click (PPC) Ads
Paid ads allow you to appear at the top of search results when families are actively looking for aged care services in your area. However, the approach to Google Ads for aged care is fundamentally different from how it’s used in other industries. Instead of focusing on immediate conversions, we target high-intent search terms that indicate real need. We also focus ads on your specific geographic area to reach local families and direct the traffic to informative landing pages that provide answers to common concerns.
Content Marketing
Content marketing is essential as families need to be well-informed before they feel ready to reach out to an aged care provider. We meet this need by providing resources that help families with the questions they have, such as recognising the signs that it’s time for aged care and understanding the costs and funding options. Insightful content that genuinely helps them understand their situation and options builds the trust that eventually leads to enquiries.
Email Marketing
This is a highly effective digital marketing approach for aged care providers as it allows families to stay updated while exploring their options, all without feeling rushed or pressured. Although a person may find your facility online, it may take them weeks or even months to reach out. Email marketing bridges this gap, so when they are finally ready to make a decision, they will think of the providers who have been helpful throughout their journey.
Social Media Marketing
When it comes to social media marketing, we’ve consistently seen that Facebook and Instagram play a key role in helping families connect with aged care providers and understand what they offer. Regular posts make your community feel more approachable when families are ready to take the next step. Paid social campaigns have also proven exceptionally effective for our clients, as they enable precise targeting. These include geographic targeting (families within 10-20km of your location), demographic targeting (adults 40-65 most likely researching for parents), interest-based targeting (people interested in aged care), and retargeting (people who’ve visited your website but haven’t enquired yet).
Become the Trusted Choice Through a Care-Focused Approach
While different families have different concerns and timelines, what connects them all is wanting to feel certain about their choice. When care guides everything you communicate, from your website copy to your social posts, that certainty starts to build.
We begin by understanding who’s actually searching for services similar to what you offer, their demographics, the concerns they have, and how they make decisions. Using this information, we tailor the marketing strategy to reach them and build trust.
Using an omnichannel approach that integrates SEO, Google Ads, and other key channels, we ensure you’re visible when families search for aged care options. Our goal is to maintain a trustworthy presence that provides the information and reassurance they need as they explore their options. Thoughtful storytelling, multi-channel awareness campaigns, testimonials, and community event coverage are also beneficial for building credibility.
We create websites with older adults in mind, featuring larger text, user-friendly navigation, and layouts that cater to all levels of tech comfort. The result is a site that’s easy to use for people of any age or digital experience.
Using social media and content marketing, we highlight resident stories, lifestyle features, and staff spotlights that humanise your team. This helps you build an engaged audience that sees you as more than just an aged care service provider and understands what makes your approach to care unique. It will also give families a sense of your values and how you operate, helping you build a connected community around your service.
Working with a Premier Google Partner has been refreshing. The company has an agile, hands-on approach always looking to align their strategies with customer thinking. This has helped scale budgets up, tap into unchartered markets and resulted in greater profit from our investment into paid advertising.
Phoebe Yu | CEO
We couldn’t be happier with choosing SearchMax as our digital marketing agency partner for our Google and Social ads for MCIE. Their expertise in the education sector has resulted in generating high-quality leads. They’ve become a fundamental part of our team and understand exactly what we want to achieve!
Amy Kauler | Brand & Marketing Manager
SearchMax is a results-driven Digital Marketing Agency – eager to take on any challenge that presents itself. I consider them business partners, and their transparent, honest approach helps us to make better business decisions in the digital marketing space.
Monica Wallace | Marketing Manager
Working with a Premier Google Partner has been refreshing. The company has an agile, hands-on approach always looking to align their strategies with customer thinking. This has helped scale budgets up, tap into unchartered markets and resulted in greater profit from our investment into paid advertising.
Phoebe Yu | CEO
We couldn’t be happier with choosing SearchMax as our digital marketing agency partner for our Google and Social ads for MCIE. Their expertise in the education sector has resulted in generating high-quality leads. They’ve become a fundamental part of our team and understand exactly what we want to achieve!
Amy Kauler | Brand & Marketing Manager
SearchMax is a results-driven Digital Marketing Agency – eager to take on any challenge that presents itself. I consider them business partners, and their transparent, honest approach helps us to make better business decisions in the digital marketing space.
Monica Wallace | Marketing Manager
Frequently Asked Questions on Digital Marketing
for Aged Care Providers
Strengthen Trust with Families Through Compassion-Led Aged Care Digital Marketing
Our approach focuses on building trust and helping families make informed choices.
Let our aged care marketing agency help you share your commitment to care and compassion.