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
Once you know your why, you're on
your way to creating a marketing plan
WHAT'S YOUR UNIQUE
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
FINDING COMMON GROUND
Completely different target markets
require completely different marketing
approaches - or do they? Not necessar-
NOVEMBER 2019 ■
ily. What do these two markets have in
■ Documenting, submitting, and retaining
■ Tax deductions, e.g., gas, mileage,
■ 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?
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
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
■ 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
■ 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
Becky Livingston is the President and CEO
of Penheel Marketing., which specializes in
social media and marketing for CPA firms.
CPA Practice Advisor
Table of Contents for the Digital Edition of CPA Practice Advisor
From the Editor: The Land of the Free
How to Get Started with Client Accounting Services
Crafting a Strategic CAS Plan
From the Trenches: Do Your Best Tax
2019 Product Review: Sales & Use Tax Systems
Marketing Your Firm: Marketing to the Home Care Nursing Industry
Marketing Your Firm: Your Bedside Manner: 3 Steps to Improve Client Trust
2019 Product Review: Hosting Service Providers
A Year in the Life of a Payroll Accountant: The Pros & Cons of Temp vs. Seasonal Workers
A Year in the Life of a Payroll Accountant: 6 Retirement Tips for Generation X
The ProAdvisor Spotlight: Newest Features in QuickBooks Online Advanced Speed Workflow
Guest Column: 7 Productivity Hacks for the Strategic CFO
The Staffing & HR Advisor: You May Be Overlooking Top Performers When Hiring
The Millennial Advisor: The Problem with Price
The Leadership Advisor: The Change We Can Control
Bridging the Gap: 3 Small Steps Toward Transformation
Special Feature: The Unseen Talent Pool
CPA Practice Advisor - 1
CPA Practice Advisor - 2
CPA Practice Advisor - 3
CPA Practice Advisor - From the Editor: The Land of the Free
CPA Practice Advisor - How to Get Started with Client Accounting Services
CPA Practice Advisor - Crafting a Strategic CAS Plan
CPA Practice Advisor - 7
CPA Practice Advisor - From the Trenches: Do Your Best Tax
CPA Practice Advisor - 9
CPA Practice Advisor - 2019 Product Review: Sales & Use Tax Systems
CPA Practice Advisor - 11
CPA Practice Advisor - 12
CPA Practice Advisor - 13
CPA Practice Advisor - Marketing Your Firm: Marketing to the Home Care Nursing Industry
CPA Practice Advisor - Marketing Your Firm: Your Bedside Manner: 3 Steps to Improve Client Trust
CPA Practice Advisor - 2019 Product Review: Hosting Service Providers
CPA Practice Advisor - 17
CPA Practice Advisor - A Year in the Life of a Payroll Accountant: The Pros & Cons of Temp vs. Seasonal Workers
CPA Practice Advisor - A Year in the Life of a Payroll Accountant: 6 Retirement Tips for Generation X
CPA Practice Advisor - The ProAdvisor Spotlight: Newest Features in QuickBooks Online Advanced Speed Workflow
CPA Practice Advisor - Guest Column: 7 Productivity Hacks for the Strategic CFO
CPA Practice Advisor - The Staffing & HR Advisor: You May Be Overlooking Top Performers When Hiring
CPA Practice Advisor - The Millennial Advisor: The Problem with Price
CPA Practice Advisor - The Leadership Advisor: The Change We Can Control
CPA Practice Advisor - AICPA News
CPA Practice Advisor - Bridging the Gap: 3 Small Steps Toward Transformation
CPA Practice Advisor - Special Feature: The Unseen Talent Pool
CPA Practice Advisor - 28