Posts Tagged ‘marketing assisted living’
The Perfect Storm for Quality Lead Generation for Home Care and Senior Service Providers
Marketing Home Care Online Using the Right Formula for Lead Generation and Credibility Building
By Valerie VanBooven RN BSN, Owner LTC Expert Publications LLC, http://www.ltcSocialMark.com
Over the last few years the way we market our businesses has changed dramatically. Keeping up with those trends and changes can be challenging for even the most savvy entrepreneurs and marketers.
Having immersed our business and our priorities in figuring out the challenging landscape of online marketing and lead generation for home care providers and other senior service providers, we have come to some very important conclusions about the process, the tools, and the requirements of the team , in order to see success.
Here are my observations for the best formula for lead generation and online marketing for home care, elder care, and senior service providers:
Website or Landing Page:
The website or landing page that home care agencies are directing traffic to must have the following:
1. A COMPELLING call to action. This means that there is an opt-in box to collect email addresses and names on the home page of the site, and there is a REALLY good reason for the consumer to WANT to give you that information.
2. Search Engine Optimization throughout the site.
3. Social Media integrated into the home page and throughout the site.
4. Contact information clearly displayed on the home page and throughout.
Social Media Marketing:
1. A comprehensive Done-for-You Social Media Marketing program that includes 13 account set ups (well beyond Facebook and Twitter), and all content provided for the home care agency.
2. Participation and team commitment to contributing events, programs, and agency highlights to the social media marketing team.
3. Weekly Blogging and account maintenance. Keyworded content.
Videos:
1. Multiple short videos submitted weekly to 40 accounts under different titles, keywords, and descriptions.
Local Business Listings
1. 9-10 local business listings on various submission services, all keyworded correctly, and with additional content as allowed to maximize the effectiveness of the listing.
E-Newsletter Marketing
1. A branded and customized e-newsletter with dynamic content sent out to all prospects, clients, and professional referral sources on a monthly basis (minimum). All of this can be Done-For-You and integrated with website or landing page.
Article Marketing
1. Monthly article keyworded correctly- sent out to over 40 article marketing sites. Rotate titles, content, description and keywords.
Acute Need : The Owner/Marketer Needs to Have a Good Understanding of the Process
Online marketing and lead generation is a complicated task. As experts in this area we know that the owner or marketing professional must understand some aspects of the tremendous amount of work involved in producing visible results.
This means that the website, social media program, video submission, blogging, e-newsletter process, business listings, and article marketing programs not only all work together, but also require consistency, relevancy, and a continuity.
Content must build upon itself over a period of time. Perfect lead generation for quality leads is not an “instant gratification” game like Pay-Per-Click, and I’d dare say that in most cases, Pay-Per-Click does not commonly produce quality leads, especially if proper “follow up” procedure is not in place.
Tracking to Calculate Effectiveness and Return on Investment
1. Google Analytics must be on the back side of the website or landing page in order to accurately measure visibility of the site on the internet, keyword usage, and “findability”.
2. In-house tracking. Each home care agency must be willing to commit to asking every lead and every inquiry, “where did you hear about us?”, and record that data in a measureable format so that the data can be analyzed for effectiveness at 2 months, 4 months, 6 months. Without this piece, there is no good way to determine true return on investment.
Summary
Using this exact methodology with participation from the home care agency, I anticipate that after 4-6 months, the home care agency will find that 20%-30% of their leads and inquiries and referrals will be completely internet driven.
At that time, it’s safe to say that a significant decrease in yellow pages and print advertising can save marketing dollars. A decrease in Pay-Per-Click advertising should also be implemented once the complete social media campaign has been effective.
For more information attend one of our free webinars. The schedule is posted at http:.//ltcsocialmark.com
Elder Care, Home Care, and Senior Service Providers, A Must Read- Internet Marketing and Social Media 2010 Predictions – Michelle MacPhearson is the expert that I follow.
Originally written by Michelle MacPhearson on her blog at: http://www.michellemacphearson.com/internet-marketing-and-social-media-2010-predictions/
As 2009 winds to a close, we look to 2010 with antici…….pation and enthusiasm. It’s a whole new year with a clean slate. And with the new year comes a reflection on where we’ve been and where we’re going. The web has changed drastically and that changes the way we, as internet marketers, do business.
2009 Predictions: 4 1/2 out of 5 Predictions
Before rolling into 2010 predictions, let’s establish a track record – how well did I do with my 2009 predictions? Let’s see!
- 2009 Prediction: With the “down” economy, opportunities in “make money online” will be even bigger. TRUE! The business of teaching others how to do internet marketing has grown exponentially. Ed Dale saw the biggest number of 30 Day Challenge participants ever in August while my own Crowd Mountain launched and grew exponentially in February. Big product launches, once again, broke sales records. But even folks new to the game were able to break out and do big business. There’s still more room than ever in this market.
- 2009 Prediction: Data portability becomes more a norm rather than an exception. TRUE! You’ll be hard pressed to find a new social service these days and not have it integrate with Facebook, Twitter, and/or Gmail to port your current contacts into your new profile.
- 2009 Prediction: Using video as part of the sales process will become a necessity. TRUE! I’ve continued to run tests, and a salespage with video has outperformed a salespage without video every time. Simply put, if you’re not using video, you’re leaving money on the table.
- 2009 Prediction: People will bring more focus to their social media marketing efforts. FALSE! I wish this were true, and I could probably call it true without any arguments from readers, but it’s just not. I still get messages nearly every day with people overwhelmed by the vast array of social media sites, and while I think many folks “get it” there are still many who don’t. So I’ll shout it from the rooftops one more time: Pick 2-3 social media sites that are active in your niche and focus on them rather than spreading yourself too thin across every available network!
- 2009 Prediction: As a product owner or a niche leader you’ll be expected to be available, responding and engaging with your “tribe” more often than not. TRUE! People want to know you’re available to them more than ever, and those that are tend to rise to the top.
Drumroll please…. Here are my 2010 internet marketing and social media predictions:
Location, Location, Location
Many folks are claiming location based services, like BriteKite and FourSquare will be the breakout hits of 2010. I disagree. Location WILL become increasingly important in 2010, but for mass adoption, these services will have to be rolled into existing, already adopted platforms, like Facebook and Twitter.
My mom lives in Oakland and works in San Francisco (two areas where loacation based services have really great data from their users). Would she EVER use something like FourSquare? No. Would she use it if it was integrated into Facebook? You betcha.
I live in a little mountain town of 900 people. I can’t really even use these location based services – my town is literally not on the map! Would I be interested in my local Facebook friends (most of the locals I know are on Facebook exclusively) location info? Absolutely! Can I get it anywhere else? Nope.
The digerati and web wunderkinds aside, most folks don’t have the time and interest in creating and maintaining another social profile.
After recording this prediction on IMTW last night, rumors started flying that Google was in talks to buy Yelp, a local business reviews site. It’s speculated that Yelp data could be integrated with Google Maps.
And this is where I predict successful location based services will go in 2010: merged into already existing products that have been adopted by the masses.
The Death of Software Downloads
We’ve already seen it with services like Google Docs and Gmail – why keep files or email on our harddrives when we can keep them on the web and access them anywhere?
I made the switch in 2009 to storing as much of my data as possible online, so it doesn’t matter where I am or which computer I’m on, I have access to everything I need.
It makes sense from a user standpoint in terms of being able to work with the software wherever you are. But it also makes sense from a business standpoint:
- Updates are server-side and seamless for the user, no re-downloading a re-installing (which inevitably leads to customer support issues)
- Web based applications work on Mac or PC – you’re not leaving a giant segment of your market behind
- It’s easier to find web developers
- Less compatibility problems with different operating systems and conflicts with already installed programs which leads to less customer support issues
- Allows for a recurring access charge
We’ve seen some movement in this direction in the internet marketing space in 2009, and in 2010 web-based software (aka “cloud computing”) will become the norm.
Link Popularity Gets Social
While simply having links on social media properties was once enough to boost your search engine ranking, in 2010 the popularity of those links will become a bigger ranking factor.
Consider this scenario:
Two blog posts on the same topic. One is retweeted a gazillion times, is linked all over Facebook and has a ton of comments. One gets little traction in the social media space. Which one do you think *should* rank higher in the SERP’s? The one that people shared the most!
The easiest way to achieve this is…. producing great content that people will want to share. You can also encourage people to share your content by using the tips in The Three Pillars of Social Media Marketing.
Social Media Marketing Matures
In 2010 social media marketing will mature in a variety of ways.
Firstly, we’ll move away from conversations about why one should be using social media in your marketing towards *how* to use social media in your marketing. It will be assumed that a social media presence is necessary, and we’ll see more instruction on exactly what to do.
We’ll also see more focus in how businesses use social media. Rather than using SM “because it’s the thing to do” we will more strategic at moving folks from social media into our sales funnels. Social media marketing will be less about “joining the conversation” and more about specifically growing your business (the “conversation” is still important, but our joining of it will be more purposeful).
Finally, our collective psyche’s will move away from a “bigger is better” mentality. Rather than valuing social media by the number of followers or fans, we’ll look more at those followers’ and fans’ engagement. 100,00 YouTube views or Twitter fans does not sell products if those folks are not engaged.
Wordpress As a True CMS
We love Wordpress, and it’ll just get bigger and better in 2010. With products like Affiliate Theme and Squeeze theme, and more flexibility with offerings like the Thesis Theme (used on this blog), Wordpress is moving more towards a true CMS that can be used for anything, without custom coding.
Building a membership site or a review/rating site or even a salespage exclusively with Wordpress has picked up steam in 2009 and will be even simpler in 2010 as developers create more plugins and themes to do so.
Products in this space will grow and our adoption of them will follow.
Additional 2010 Predictions
As is our tradition, Lynn Terry, Paul Colligan, Ed Dale and I recorded our 2010 predictions show last night for Internet Marketing This Week (that podcast will be out shortly). Watch the @IMTW Twitter feed or subscribe on iTunes to listen.
http://www.michellemacphearson.com/internet-marketing-and-social-media-2010-predictions/
The most complete marketing program for elder care and senior service providers is now available to you.
The best marketing conference held this year (Sept 30th Power Marketing Conference) is all on video and MP3 audio.
Every SEO, Social Media Marketing, Print, Radio, Video and Referral Strategy was discussed over a 2 day period.
We caught every moment on audio and video.
It’s all yours.
Spend the last 2 months of 2009 preparing for the best 2010 possible. Learn tips and strategies that are easy to implement and will increase your bottom line dramatically in the years to come.
Here’s what you will receive on 2 Video CDs, 1 Audio CD, and in a large binder that contains all of the printed material from the conference:
- The Imperfect Marketing Blue Print- Print, Radio, TV, Video, Internet, Networking In-Person, and understanding message to market match. (M2MM)
- How to get the best testimonials, use them in print, audio, and video.
- Social Media Marketing Basic through Advanced
- SEO concepts and information that change the playing field online- change the way you think about writing ads, blog posts, articles, event flyers and more.
- Using video to your advantage without having to appear on camera!
- Straight from the “far side” of the senior market- how to get more referrals from reverse mortgage specialists, financial advisors, elder law attorneys, and more
- Landing pages, websites, blogs and more- what’s REALLY important in the development of your online presence today (As opposed to 2005). Even if you are a franchise owner, and have little control over your own website, you can take control.
- Community Education Presentations- How to use a package of educational information to your advantage, including press release, and step-by-step approach. Advanced Concepts in PR.
This is the marketing package we recommend for all owners, office managers, and marketing professionals in the elder care and senior service market.
We have 100 copies available for purchase. Don’t delay. Treat yourself to a fantastic learning experience for you and the entire staff.
1 Payment of $629: http://www.1shoppingcart.com/SecureCart/SecureCart.aspx?mid=C4F2E07B-E963-4BF2-B43B-5537CC70CC9E&pid=152588c2bbab4474b7454dfcb6a80e21
2 Payments of $320 (30 days apart): http://www.1shoppingcart.com/SecureCart/SecureCart.aspx?mid=C4F2E07B-E963-4BF2-B43B-5537CC70CC9E&pid=776f1d5f80df4d9abb3d2e9bf58373f5
3 Payments of $220: (30 days apart): http://www.1shoppingcart.com/SecureCart/SecureCart.aspx?mid=C4F2E07B-E963-4BF2-B43B-5537CC70CC9E&pid=16bd59dcb5514e40bc86a9afe0b0cdc7
Need solid proof that this was an amazing conference that you MUST have on CD and MP3?
Elder Care Marketing Mastermind Group Starts August 24, 2009
Everyone in our database is looking for new ways to generate leads both online and offline.
It is more important than ever for serious elder care marketers and business owners to have every advantage over their competition, especially in crowded markets and during touch economic times.
It’s all about survival of the smartest!
Although we have lots of projects, options, and programs, we’ve been working hard to define new lead programs, new relationship builders and new options for you.
Mastermind groups are designed to bring both the experienced and successful business owners and the newbie crowd together to discuss what’s working, what’s not working, and what new ideas are being used all across the country.
We have decided to bring 50 of you together from different markets all across the country to start our first Elder Care Marketing Mastermind Group.
We will not allow 2 of the same types of businesses in the same market area to participate in the same group.
Therefore, on a first come first serve basis, it’s important to get your name in the hat.
Your responsibilities will include:
- committing to participate in monthly mastermind group calls,
- share relevant information,
- do your homework, and
- be supportive of your fellow group participants.
- eliminate the competition in your area!
What you can expect to gain from the mastermind group are:
- lively and informative monthly discussions,
- be first in line to experience and try new lead programs designed by LTC Expert Publications,
- be first in line to experience new marketing options designed by LTC Expert Publications.
- Also, as many of our long-time clients know, we are often looking for guinea pigs to participate in programs that are in their “beta” phase, and often those clients receive our services for free!
If you would like to be in our “first 50 group” the cost is $47.00 per month….and it’s only this cheap because it’s our first group….the 2nd mastermind group formation will be priced higher.
Are there bonuses for joining? Yes, but we will announce those at our first mastermind meeting call on: August 24, 8pm Eastern, 7pm Central, 6pm MTN, 5pm Pacific.
All calls will be recorded and available for playback.
Here’s the enrollment link for the group. If you join and your service area has already been taken, we will give you the option of full refund, or being part of the second group of 50.
http://www.1shoppingcart.com/SecureCart/SecureCart.aspx?mid=C4F2E07B-E963-4BF2-B43B-5537CC70CC9E&pid=01af1df7b2333ecd80441096504b5353
Can’t wait to talk to all of you, and start sharing the power of masterminding and brainstorming new ideas! (and boy do we have a few to run across all of you!)
Sincerely,
Valerie VanBooven RN BSN
LTC Expert Publications LLC
valerie@theltcexpert.com
Ready for the silver tsunami? The U.S. Census Bureau just released this data:
Ready for the silver tsunami? The U.S. Census Bureau just released these facts:
By 2050 …
- the world’s 65+ population will triple (one in six will be 65 or older)
- the world’s 85+ population will grow fivefold (from 40 million to 219 million)
- the U.S.’s 65+ population will double (growing from 39 million today to 89 million)
- seniors will outnumber children in the U.S.
Home Care Businesses Take Note: YOU can be smarter.
Interesting Facts:
70% to 80% of consumers’ clicks still happen within natural search results. (iCrossing). Search spending totaled more than $13.5-billion in 08, 88% of that spent on paid search/pay per click advertising. (SEMPO, Search Engine Marketing Professional Organization).
So, even though, 70%+ of traffic comes from organic search, business is only devoting 12% of its resources to that, 88% to pay-per-click. YOU can be smarter!
Knowing how to attract your ideal customers from their own active search activity gives you enormous advantage!
If you want all of your social media marketing and natural search engine results Done-For-You, be sure to contact us to set up a time for conference call and by all means visit http://www.LTCSocialMark.com right now!
The site does say that we are sold out- but we will take new clients by private referral or interview on a case by case basis. We’re ready to get started, are you next?
Senior services and the elder care market are our specialty, our niche, and our expertise!
http://www.LTCSocialMark.com
Valerie
Seniors as Entrepreneurs: Their Time Has Come!
Great article at business week about seniors opening their own businesses and getting back in the mix:
http://www.businessweek.com/smallbiz/content/jun2009/sb2009068_927403.htm?chan=smallbiz_smallbiz+index+page_top+small+business+stories
Economic volatility plus more boomer retirees have moved the starting age for startups and led to a surge of senior-run businesses.
“In recent years, the number of individuals starting their own businesses during what is usually considered the “retirement years” has been rising, according to economists and small-business observers. And so has the age at which they are starting their own ventures: According to the nonprofit AARP Public Policy Institute, in 2008, 21% of the self-employed were between 55 and 64, while 10% were 65 and older. Of course, not every self-employed senior is an entrepreneur, but experts believe the stock market’s recent brutalization of retirement accounts will prod additional older Americans to start their own businesses. ”
Marketing Home Care: Have You Ever Thought About a Niche in Internet Communications? Or….
I found this article in the New York Times online. Interesting take on seniors using the internet to stay connected, especially those who are homebound perhaps, but able to easily communicate and contribute given the opportunity. I would encourage everyone to read this important article. Which gives me an idea—I think we just found our next territory exclusive program for home care providers and maybe even some reverse mortgage professionals out there.
Boy, you aren’t going to want to miss this Fall’s POWER MARKETING CONFERENCE. It’s only June and we are almost sold out, so get off your duff and get registered. Your competition might be there….hmmmmm. www.powermarketingconference.com
Online, ‘a Reason to Keep on Going’
Here’s the link to the original article: http://www.nytimes.com/2009/06/02/health/02face.html?_r=2&ref=technology
By STEPHANIE CLIFFORD
Published: June 1, 2009
Like many older people, Paula Rice of Island City, Ky., has grown isolated in recent years. Her four grown children live in other states, her two marriages ended in divorce, and her friends are scattered. Most days, she does not see another person.
FAR FROM LONELY Paula Rice, 73, had been “dying of boredom” before discovering social networking sites. She spends up to 14 hours a day on the sites. But Ms. Rice, 73, is far from lonely. Housebound after suffering a heart attack two years ago, she began visiting the social networking sites Eons.com, an online community for aging baby boomers, and PoliceLink.com (she is a former police dispatcher). Now she spends up to 14 hours a day in online conversations.
“I was dying of boredom,” she said. “Eons, all by its lonesome, gave me a reason to keep on going.”
Elder Care Provider Beware or Be Happy: New SNCR Study Indicates Consumers Use Social Media to Share Customer Care Experiences and Research Companies’ Customer Service Reputations
Found this post over the weekend and thought it would interest most of you. Remember, the more you practice social media marketing and transparency, the more POSITIVE results you will see…..
This full story is originally posted at: http://www.newcommreview.com/?p=1207
As social media usage becomes more ubiquitous, affluent consumers are using social media channels to share their personal customer service experiences and learn about others’ care experiences when making purchase decisions. This is among the initial findings of a new Society for New Communications Research study, Exploring the Link Between Customer Care and Brand Reputation in the Age of Social Media, which will be presented at the SNCR’s New Communications Forum in Sonoma County, Calif. later this week.
More than 300 consumers who are active Internet users participated in a survey focusing on how customer care influences brand reputation given the widespread adoption of social media. Top findings include:
• 59.1% of respondents use social media to “vent” about a customer care experience
• 72.2% of respondents research companies’ customer care online prior to purchasing products and services at least sometimes
• 84% of respondents consider the quality of customer care at least sometimes in their decision to do business with a company
• 74% choose companies/brands based on others’ customer care experiences shared online
• 84% of respondents consider the quality of customer care in their decision to do business with a company at least sometimes
• 81% believe that blogs, online rating systems and discussion forums can give consumers a greater voice regarding customer care, but less than 33% believe that businesses take customers’ opinions seriously
• Search engines are the most valuable online tools for this research, according to respondents. Those rated of no value include micro-blogging sites like Twitter or Pownce (39%), YouTube (27%) and social networking sites like Facebook and MySpace (22%)
Interesting Developments for LTCSocialMark2.0 Program! (Since we stopped taking new clients, the demand has increased!)
Hi all,
Just a note to let you know that sometimes scarcity really does work. At the moment our website at http://www.ltcsocialmark.com says that we are only taking new clients by private referral and by interview. That’s true. We’ve had 3 openings in the last week or so- and we can fill them now.
If you are seriously interested and have already read the website content at http://www.ltcsocialmark.com/done-for-you.html you may enroll now. (only 3!)
Here’s the link to enroll, and this is the only place you’ll find it….
Single Pay Option for enrollment fee:
Two-Pay Option for enrollment fee:
Good luck and we look forward to working with our next THREE!
Valerie
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theltcexpert (Valerie VanBooven): Reading Synergy HomeCare of NW Houston TX-Preferred Insurance Provider List on Scribd http://scr.bi/cZwbAR #readcast http://ff.im/-oxlBF -
theltcexpert (Valerie VanBooven): Alzheimer's Disease Tacoma Washington- When Dad Needs Memory Loss Care.... http://ff.im/-oqz52
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theltcexpert (Valerie VanBooven): *|FNAME|*, Alzheimer's Lead and Marketing Program Short Video - http://eepurl.com/LxET
