Position Summary
The Home Care Digital Marketing Specialist is responsible for developing, executing, and refining digital marketing strategies to increase brand awareness, attract qualified leads, and support the recruitment of clients and caregivers for the agency. This role requires a strong understanding of the home care industry, digital advertising, SEO, and online reputation management.
Key Responsibilities
1. Digital Strategy and Implementation
- Develop and optimize paid advertising campaigns (Google Ads, Meta Ads, YouTube, etc.).
- Conduct A/B testing to improve campaign performance and conversions.
2. Website and SEO Management
- Oversee website content updates, landing pages, and user experience improvements.
- Implement SEO best practices, including keyword optimization, backlink building, and local SEO for multiple service areas.
- Monitor website analytics to track traffic, conversation rates, and user behavior.
3. Content Creation and Management
- Produce and manage content such as blogs, email newsletters, social posts, infographics, and videos.
- Create educational, compliant content that reflects home care services, caregiver benefits, and client needs.
- Collaborate with the Administrator and HR Coordinator to develop relevant messaging.
4. Social Media and Community Engagement
- Manage social media channels, (Facebook, Instagram, LinkedIn, TikTok, YouTube).
- Increase engagement through storytelling, caregiver spotlights, client success stories, and educational content.
- Monitor comments, messages, and online community interactions.
5. Lead Generation and Nurturing
- Optimize digital funnels to generate qualified home care service inquiries.
- Implement automated email sequences and CRM workflows to nurture leads.
- Track and report lead source performance, cost-per-lead, and ROI.
6. Online Reputation Management
- Manage online reviews (Google Business Profile, Caring.com, Yelp, Glassdoor, Indeed).
- Implement reviews-generation strategies to improve ratings and visibility.
- Respond to reviews in a compliant, professional manner.
7. Analytics and Reporting
- Monitor KPIs across all platforms and provide monthly dashboards.
- Use data to refine strategies and increase measurable outcomes.
- Track competitor activity and industry trends.
Qualifications
- Bachelor's degree in Marketing, Communications, Business, or equivalent work experience.
- 2-5 years of digital marketing experience (preferable in home care, healthcare, or senior services).
- Strong knowledge of Google Ads, Google Analytics, Meta Ads Manager, SEO tools (SEMrush, Moz, Ahrefs), and CRM systems.
- Experience with content creation, social media management, and email marketing platforms.
- Understanding of HIPAA considerations in marketing communications.
- Excellent writing, communication, and analytical skills.
- Ability to work independently and manage multiple campaigns simultaneously.
Preferred Skills
- Experience with home care industry platforms (ClearCare, WellSky, HHAeXchange, Home Care Pulse, etc.).
- Basic graphic design or video editing skills (Canva, Adobe, CapCut).
- Knowledge of local services-based marketing strategies.
- Familiarity with caregiver recruitment marketing.
Key Performance Indicators (KPIs)
- Increase in qualified client inquiries
- Cost per lead (CPL) and cost per acquisition (CPA)
- Website traffic and conversion improvements
- Growth in caregiver applications
- Social media engagement and follower growth
- Google Business Profile ranking and review score
- ROI of paid advertising
Flexible work from home options available.
