In 2025, believing that a strong social media presence – especially on Facebook – is enough to grow and sustain your care business is tempting.
After all, as of this year, Facebook has over 3 billion active users – it’s where families often connect, share stories, and even search for recommendations. So it’s no surprise that many care providers rely heavily on Facebook to promote their services.
However, relying solely on Facebook to market your care business is a critical mistake. While the platform offers some valuable tools, it’s only one piece of a much larger digital marketing puzzle.
Care businesses need a more strategic, diversified digital approach to generate qualified leads, build trust with families, and grow sustainably.
Striving to act as an outsourced marketing department, the team at Care Connect offers a wide range of services to home care agencies and care home operators to help them elevate their brands. Book your digital roadmap today to learn more about how we can help.
Social Media Success…or is it?
It’s easy to confuse likes, shares, and comments with real business success. A heartwarming post about your caregivers might go viral, but unless it results in a new client or inquiry, it’s not having an effect.
Many care businesses have fallen into the trap of “vanity metrics” (metrics that look good on paper but don’t contribute to your bottom line). A Facebook page with thousands of followers may feel impressive, but if those followers aren’t converting into paying clients or referring your services, they’re just numbers.
Facebook’s algorithm changes also make it increasingly difficult for businesses to reach their audience organically. The average organic reach of a Facebook Page post is just 2.2% of followers [1]. This means that even if you have 1,000 followers, only about 22 people might see your post – unless you pay to boost it.
The Limitations of Facebook for Care Businesses
Ultimately, Facebook isn’t designed for high-stakes decision-making, like choosing a care provider for a loved one. Some of its key limitations include:
1. Limited search visibility
Facebook is not a search engine. While users may stumble across your page or see a recommendation in a local group, most families searching for care providers will turn to Google first. If your business doesn’t appear in local search results or Google Maps, you’re missing out on high-intent leads.
2. Ad fatigue and rising costs
Facebook ads can be powerful, but they’re not always cost-effective in the care industry. Ads must be run continuously to stay top of mind, and competition for ad space can drive up prices, especially for local services. Plus, if your targeting or creative isn’t right, you’ll burn through your budget with little to show for it.
3. Lack of depth
Your Facebook profile is limited in how much information it can convey. It’s not the best place to showcase testimonials, accreditations, services, or educational content – all of which are crucial for building trust in a care business.
Instead, use a Full-Funnel Marketing Strategy
To move from “likes” to genuine leads, a care business needs a marketing strategy that captures attention, nurtures interest, and drives action across multiple platforms. Here’s how:
1. A professional and optimised website
Your website is your digital home. It should be fast, mobile-friendly, and optimised for search engines (SEO). This is where you build trust through testimonials, detailed service pages, FAQs, and helpful content. Most importantly, it should include strong calls to action and contact forms to convert visitors into inquiries.
2. Search engine optimisation (SEO)
When families search “home care near me” or “respite care in [your city]” on Google, you want your business to appear on the first page. SEO helps your website rank organically for these terms, providing long-term visibility without paying for every click.
3. Google Business Profile optimisation
Your Google Business Profile is essential for local visibility. It needs to be accurate, regularly updated with posts and images, and populated with positive reviews. This helps you show up in the “map pack,” which dominates local search results.
4. Email marketing
Once someone expresses interest in your services, don’t let them slip away. Email marketing helps you stay in touch, share helpful information, and gently nurture leads until they’re ready to choose your services. Educational newsletters and personal stories work well in the care industry.
5. Content marketing
Publishing blogs, guides, and videos that educate families about care options not only improves your SEO but positions you as an industry authority. Content builds trust and helps hesitant decision-makers take the next step.
6. Paid search ads
Unlike Facebook ads, Google Ads target people actively searching for care services. This makes them a great tool for capturing high-intent leads. You can bid on keywords like “24-hour care in [your city]” or “in-home dementia care” and appear at the top of the search results.
7. Reputation management
Online reviews are often the deciding factor for families choosing a care provider. Encourage happy clients to leave reviews on Google, Care.com, or other industry-specific directories. A steady stream of positive feedback builds credibility and improves your visibility.
The Bottom Line: Facebook has a Role – but it’s Not Enough
Facebook should be part of your marketing strategy – but not the whole strategy. It’s useful for building awareness and engaging your community, but it lacks the power to consistently generate high-quality leads on its own.
By investing in a full-funnel digital approach – one that combines SEO, Google Ads, content, email, and reputation management – you’ll create a system that attracts, nurtures, and converts leads at every stage.
Caring for others is your expertise. Let your marketing strategy reflect the same level of thoughtfulness and professionalism that you bring to your clients every day.