Flip Your Website into a Lead Generating Asset

Transcription

1 Flip Your Website into a Lead Generating Asset

2 Debbie Van Straten Owned 246 Bed SNF 5 Sales Rep/400 Apts ED, ALF, 65 Apts 6 Yrs Hospice Experience Founded Age Speaks

3 Why I am here today? It can be different The whatchamacallit awakening

4 Published Author Provider Magazine LeadingAge Magazine Provider Nation Blog Senior Housing Forum Blog Canadian Nursing Home Magazine

5 What we are here to do Learn specifics of inbound marketing Define branding as helping Create a successful road map Embrace internet for lead generation

6 Inbound Marketing vs Outbound Marketing Capturing Your Visitors

7 Outbound Marketing By contrast, is pushing information out to customers Cold calling Direct mail Radio and TV ads Sales fliers and more

8 Inbound Marketing Attracts customers to a company using interesting content: Blogs Video ebooks Whitepapers SEO words and more

9 Steps of Inbound Marketing Get Found Convert to a Move-in Analyze

10 Examples of Capturing Information

11 Capturing Information

12 Helping vs. Selling

13 Tags vs. Categories Tags Describe the post Categories Broad grouping of posts

14 Know Your SEO Words What do you think is the most searched word to find you?

15 Google Trends

16 Creating Your Keyword Strategy Create 3-5 keywords Rate competitiveness Focus your SEO words Incorporate SEO

17 Age Speaks Quick Check

18 CRM Programs How many of you know what a CRM program is?

19 What is a CRM program? A program to manage company s interaction with existing and future customers.

20 What Do You Want to Capture? Be thoughtful Categories: Family member. Resident. Professional Referral Source. New Lead. Phone number. Where are they at in sales cycle Be careful about categories like other

21 What do you want your CRM program to do? Send invitations Track sales contacts history Show scheduled tours Generate reports

22 Enroll Your Sales Team Do you want it to integrate with Outlook, Excel or Mobile devices? Look to past information to capture what has real value and what is missing. Your sales team is working with this program everyday.

23 Automated Immediate Reply Thank you for contacting. We are here to help! This is an immediate reply to let you know your message got through to us. We will get back to you as soon as we can. If your needs are urgent, please call Otherwise, expect one of our team members to contact you within. Again, we look forward to answering your questions and being of service to you!

24 Message within a Week Please Join Us 3:00 to 4:00 PM Happy Hour with Fun Band September 28, 2016 Debbie s Assisted Living 7705 Way Fun Drive Happy Place, WA RSVP:

25 Setup a Annual Speaker Series 2016 Speaker s Series How to Make Your Home Safe October 6 Working on Safe Driving October 20 A Pharmacist Perspective, Managing Meds November 7 Managing Food and Grief during the Holidays November 15 Debbie s Assisted Living 7705 Way Fun Drive Happy Place, WA RSVP:

26 Use Your CRM to Improve Social Media Start by getting the addresses. Whose address should you capture and why? What messaging do you want to do and when?

27 Keep CRM Trim Some CRM programs charge monthly by the size of the data base. Clean out old leads. Mostly, be sensitive to families and their losses.

28 Online Review Management If you don t control your brand online, someone else will.

29 Steps in Responding to Reviews Respond quickly Thank reviewer for their feedback Acknowledge their experience Invite them back or suggest taking it off-line

30 What Profile Should be Filled Out? Facebook company page Caring.com Yelp Google Better business bureau

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32 How to Direct Compliments

33 My reply By happenstance and the internet, we celebrated our 35th wedding anniversary at Tree Frog Night Inn. I must admit at first, it looked a little out of the box, but the reviews were amazing and so we booked our two night stay.

34 HIPPA Applies Keep it general, not specific to patients Or, take it offline Might seek legal council You all know HIPPA compliance right?

35 Monitoring tools

36 Content Your Biggest Challenge Content that has value to your customers

37 Get Found Post Content Helpful Information Complete CTA, (Call to Action) Information Name Intentions Follow-up Build Relationship Move In

38 Content Does that Mean Writing? No, not necessarily Write your own content Hire a writer Content curation Age Speaks Products

39 Writing Your Own Content Internal pieces like newsletters already in place Blog writing more challenging-takes expertise You might be able to produce a downloadable guide Produce Videos

40 What You Should Know About Blogs Captions and photos Content must grab attention SEO Words important Links to other sites valuable Content must be valuable to your visitors

41 The cost of hiring a blog writer Blog writers about $100 a blog suggest weekly blogs $5200/yr. Still need direction, especially if they don t know your business Plus the technical expertise to post them

42 Understanding content curation.

43 Or, you could subscribe to Age Speaks

44 Now, where are you going to find the money for content? How much money are you spending buying referrals? According to the Seattle Times, APFM, $3500 average What is the cost of your website?

45 Set up a YouTube Channel Promote your videos on social media

46 Advertising & Analytics Consider trying some advertising and measure its effectiveness

47 Whittle down your target audience faster With a developed Facebook page, consider advertising Facebook can reach your market Define your budget, $200 Evaluate effectiveness

48 Terms Related to Analytics Direct Referrals Organic Social Bounce rate

49 Resources What I have found to be helpful

50 Valuable Help for free HubSpot (excellent downloadable guide) Constant Contacts (local and web-based training) SageAgeStrategies.com (good source of information) ReachLocal (information of google analytics)

51 Learn from Your Competition Here are two that have blogs:

52 Website Tips Just a few things to think about

53 Evaluate Your Site HubSpot Inc. Website.Grader.com Pingdom Tools.Pingdom.com Google Google Webmaster Tools Google Keyword Tools

54 Working with Partners Alzheimer's Association, Parkinson's Association Local hospitals Universities / Medical Schools

55 Debbie Van Straten (414) gmail.com