Brand vs Performance

As with most things in life, it’s all about balance. There’s a few ways to look at homecare marketing balance:

• Online vs. Offline
• B2B vs. B2C
• Vitamin vs. Painkiller Brands
• Brand vs. Performance
   

Start-ups are desperate to make their phone ring yesterday, so performance vs. brand activity is always a big debate: 

Homecare Brand Marketing = Longer-term strategies to build awareness, salience, trust and loyalty. Think educational content, community events, partnerships, PR and emotional storytelling.

Homecare Performance Marketing = Short-term, measurable strategies directly tied to leads, conversions and measurable results. Think Google Ads targeting ‘homecare near me’, social media ads prompting immediate action or using lead-gen sites.

Some things to think about:

• Most people (99%?) are not ‘in the market’ for care at any one time, and the care sector isn’t one that people think too much about until they need it. Stopping people in the street, they could name their top 3 shoe/hotel/electronics brands, could they do that for care?
  
• Brand Marketing is very hard to calculate a meaningful ROI on investment, but helps you to differentiate and compete not just on price long-term.
  
• Crucially, Brand Marketing improves Performance Marketing performance. A strong brand will increase click-through rates, on-page conversions and improve conversion rates for the leads you do get through Performance Marketing.
  

Basically – do both. “In what proportions, when, how and where?!” I hear you ask. You’ll have to join our network and take part in our New Owner training for that stuff. 🙂