These 7 essential marketing practices for National Disability Insurance Scheme (NDIS) service providers don’t cost the earth, but they can make a massive impact to outcomes.
1. Share content that gives value
Good content marketing helps you to build trust with your clients and have meaningful conversations with them. It enables you to foster confidence in your brand by consistently providing valuable and interesting content for your audience. Content may be in the form of videos, words or images.
As many disability service providers are not for profits, it is valuable to be realistic about the time and resources you have to create and share content.
If you cannot create your own content on a regular basis, at least share industry news or information that is useful. Client stories and testimonials can also be very powerful.
It is useful to ask these two simple questions when creating or publishing content:
1. Why are we creating this?
What is the marketing reason that you are sharing or creating the content? Does it establish you as an authority? Will it generate traffic to a web page? Does it increase brand awareness?
2. What value does it provide?
Will this be truly interesting to our clients? Does it help solve a problem? Is it useful to them?
2. Use clear language with a distinct tone
Is your marketing material easy to understand? Do the words you use convey a consistent “brand voice”? For example, does your language have a casual or serious tone?
Most people only scan or briefly read digital content. In fact, many read no further than headlines or sub headings. So it is important to convey information clearly and concisely.
When you develop marketing materials it is useful to ask:
Is the material easy to navigate?
Does it avoid jargon?
Is it readable and easy to understand?
Does it have an appropriate and consistent tone of voice?
Does it use inclusive language?
Is it available in accessible formats?
3. Write with SEO in mind
The better your search engine optimisation, the more easily you will be found on the web.
Simply put, search engine optimisation means creating online content that is both people and search engine friendly. Good SEO practice involves both technical and writing aspects.
When writing website copy include specific combinations of words and phrases that people would use to find your business online. Specific phrases, such as “marketing for disability services in Melbourne” are more effective than a generic phrase such as”disability services”. The trick is to write relevant and quality content with keyword phrases that fit naturally into your text.
4. Make it easy for people to build a relationship with you
By its nature, building relationships is one of the cornerstones to effective marketing of disability services in an NDIS environment.
Even if you have limited resources, don’t let the initial contact people make with you go to waste. Make sure your website and marketing materials offer the opportunity to connect via other communication channels. This may be in the form of a subscription to a newsletter or signing up to your Facebook or Twitter feed.
The more opportunities you provide for information sharing and conversation, the more opportunity you have to build a relationship.
5. Maintain an active social media profile
Is your social media page current? Do you respond promptly to queries and comments that come via your social media?
If you are struggling to develop new content, then consider re-purposing material. You might publish facts from existing media such as your annual report or website. Alternatively you can ask your followers questions or offer answers to common queries. It is also acceptable to repeat posts, as long as you monitor response rates to them and act accordingly.
It is not necessary to use all social platforms. Select the platform or platforms that your audience likes to use and post regularly.
6. Share your unique story
What makes your service unique? Many disability service providers have stories about their service offerings or history. Offer detailed stories that highlight what is special about your service. Are their special achievements? What obstacles have been overcome? What are the stories of the people involved?
7. Ask your clients what they want and give it to them
Do you know why your clients chose you? Are you meeting or exceeding their expectations?
It is worthwhile to use a system that records both solicited and unsolicited feedback. This information can help you make informed decisions. it also assists you to identify people who may be potential advocates for your service or those who are unhappy.
Ways to encourage feedback include:
Offering a feedback form on your website
Have an anonymous feedback box
Surveys in printed or digital format
Specific questions posted on social media
Comments on social media platforms
A ratings system for documents and forms where a user can indicate how useful the information provided is
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Emma Reeves is a copywriter and marketing consultant based in Melbourne, Australia.
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