How You Can Reach the Right Audience

During a recent campaign review for a client, the My Way team spotted something interesting.

We had two Meta ads, identical in copy and layout, but one was significantly outperforming the other.

Why? The colour scheme and hero image were different.

So, what was it about that one image or colour that made people click? Why did this version connect more with the audience?

These observations sparked a useful conversation and ultimately led to better campaign results. More importantly, it gave us a reminder that every care provider can benefit from:

Using customer-centred strategies that reflect your real audience.

What Is Customer-Centred Marketing in Home Care?

Customer-centred marketing means building your campaigns around the people you’re actually supporting, not a generic idea of who they might be. In the care sector, that audience isn’t always the person receiving care. More often, it’s their adult child, their partner, or a close friend; someone making decisions under pressure, usually with limited time and a lot of emotion involved.

If your marketing speaks only to the ‘end user’, you could be missing the people listening.

Effective marketing in this sector doesn’t just promote your services; it offers clarity, reassurance, and promotes trust. It reflects your values, and it meets people where they are.

Why Audience Insight Matters

When your messaging is built on real insight, not assumptions, you stop wasting time and budget on guesswork. Instead, you create content that answers their questions, resonates with their emotions, and reaches them where they spend their time online.

The good news is that you don’t need expensive tools or formal research to start shifting toward a more customer-centred approach. The interactions you’ve had, the emails and the conversations in the community can provide a useful gateway into what your audience is looking for.

Before you start planning your next campaign or community engagement event, ask yourself the questions below. 

Are You Really Reaching the Right Audience?

Here are five quick, reflective prompts to sharpen your strategy:

1.      Are we targeting a real person, or a stereotype?

Is your customer persona based on who’s getting in touch, or who you think should be?

2.      Who’s reaching out first, and what are they asking?

Review your recent enquiries. What’s the tone? What’s the urgency? What’s the pain point?

3.      What are they worried about?

Are they afraid of making the wrong decision? Unsure about cost, timing, or whether they’re doing the right thing? Acknowledging these emotions helps people feel seen and then help you target your marketing with greater effect.

4.      Where are they spending time online?

Use social media insights and business pages on Facebook, Instagram, and TikTok to see which platforms and posts get the most engagement.

5.      What’s happening at community events?

In-person engagement offers first-hand insight into who your audience really is in ways that online data alone often can’t. Who shows up? What questions do they ask? What stands out to them?

For more ideas like this, read our blog on low-cost local marketing strategies to build into your community engagement plan.

What’s Next?

Customer-centred marketing isn’t about bigger budgets or clever slogans. It’s about starting with real people, observing, and letting their questions and actions guide your approach.

That’s exactly what we help home care providers do at My Way. With years of experience supporting care providers reach their target market, we know exactly how to help you revolutionise your marketing strategy.

If you're tired of second-guessing your marketing, join our weekly newsletter for practical, no-fluff tips to help care providers like you build real connections and achieve better results.