Successful SNF Marketing in a Digital Age

Successful SNF Marketing in a Digital Age Presented by: Harmony Healthcare International, Inc. (HHI) PPS & Case Mix Onsite Chart Audits MMQ Audits Seminars Consulting Program Development Mock Survey Sample RAC Reviews JCAHO 5 Star Rating Analysis 430 BOSTON STREET, SUITE 104 TOPSFIELD, MA 01983 TEL: 978.887.8919 FAX: 978.887.3738 WWW.HARMONY-HEALTHCARE.COM

Successful SNF Marketing in a Digital Age HARMONY UNIVERSITY The Provider Unit of Harmony Healthcare International, Inc. (HHI) Presented by: Aaron Mandelbaum, VP of Marketing Speaker Bio Aaron Mandelbaum has been responsible for the demand generation intellectual property that has helped generate more qualified leads while decreasing the cost per lead. In addition, he has authored internal lead generation processes and has pioneered the use of inbound marketing inside the professional services industry. The results produced from this effort have placed him in the top 10% of professional services marketers for key metrics such as: blog subscription growth, Alexa ranking improvement, landing page conversions, and marketing generated pipeline. Harmony Healthcare International, Inc. 2 Objectives The learner will understand how the Internet has changed the way marketing and sales need to operate to be successful The learner will understand the components of a digital marketing and sales strategy The learner will receive examples of digital marketing best practices to be able to use and apply in their facility Harmony Healthcare International, Inc. 3 1

Tweet Me @AaronMandelbaum #SNFMarketing Harmony Healthcare International, Inc. 4 Successful SNF Marketing in a Digital Age We live in a world where our decisions are impacted by the results Google displays to us. When we have a question, we search Google When we need a second opinion we turn to our favorite Social Media outlet. Harmony Healthcare International, Inc. 5 What do these all have in common? Harmony Healthcare International, Inc. 6 2

The Almighty Google Google was founded by Larry Page and Sergey Brin while they were Ph.D. students at Stanford University They incorporated Google as a privately held company on September 4, 1998 Google s mission statement from the outset was to organize the world s information and make it universally accessible and useful Google s unofficial slogan is "Don't be evil" Harmony Healthcare International, Inc. 7 Google s Algorithm Determines the SERPs Search Engine Results Pages Rewards good behavior Penalizes bad behavior http://moz.com/google-algorithm-change Harmony Healthcare International, Inc. 8 The Perfect Storm Harmony Healthcare International, Inc. 9 3

It s a great time to be a buyer Decision makers are becoming more and more comfortable with technology Information is easily accessible Interruptions are avoidable People aren t open to engaging until they have educated themselves and are ready Harmony Healthcare International, Inc. 10 The Solution is: Inbound Marketing Harmony Healthcare International, Inc. 11 Inbound vs. Interruption Harmony Healthcare International, Inc. 12 4

3 Steps of an Inbound Marketing Methodology 1.Get Found a) Create b) Optimize c) Promote 2.Convert 3.Analyze & Repeat 13 Inbound Marketing Methodology: Step 1 Get Found 14 Get Found Marketing 2.0 has changed the way organizations need to focus their marketing efforts: 1. Create; You must create dynamic, remarkable, and easily sharable content that serves the purpose of both educating and displaying expertise 2. Optimize; You must optimize your website and content for both On Page SEO and Off Page SEO 3. Promote; You must continuously promote your content and your brand through mediums like Social Media 7 15 5

Inbound Marketing Methodology: Step 1 Get Found - Create 16 Creating Content Your Buyers Love Solution focused not product based Map content to the right lifecycle stage Content is more than text Creating visual content for visual platforms Harmony Healthcare International, Inc. 17 Content is King! 60% of the sales cycle is over before a buyer talks to your salesperson Creating dynamic, remarkable, easily sharable content reduces the cost per lead Harmony Healthcare International, Inc. 18 6

Get Found Create Content Blog Webinars Newsletter Videos Website Resources 19 Get Found Create Content The Buyer Persona 20 Get Found - Create Buyer Personas 1. Buyer Personas differ from your Ideal Customer Profile in that an ICP focuses on an aggregate market and a Buyer Persona focuses on an individual. 2. Understanding your Buyer Personas will help us communicate effectively to the individuals and help facilitate their buying process. 3. By creating different Buyer Personas you will deliver to your audience targeted, relevant messaging 4. Create content that educates and nurtures your buyers 5. Create content that will be found in Google s SERPs 21 7

Persona Group Name: AWARENESS CONSIDERATION PREFERENCE Description Bullet 1 Description Bullet 2 Description Bullet 3 Description Bullet 4 Description Bullet 5 Buyer Do I have a problem? How does this problem relate to achieving my goals? How painful is the problem? Who does the problem impact departments, users, employees, decision makers? What are my peers doing? Buyer Can I ignore this? Is there a quick fix? Can I fix it myself? Do I need help? What are my choices if I need help? How should I evaluate alternatives? How will others on my purchasing committee evaluate alternatives? Buyer How long will it take to get this fixed? How much of our time do I need to put towards it? How do I know the fix will work? How disruptive will it be? How much will it cost? What impact will it have? What happens if it doesn t work? I Cant I Want Key Marketing Messages Persona 1 (Most senior person) Responsibilities: Focus: I Can t I Can t I Can t I Can t I Can t I Want I Want I Want I Want I Want Key Marketing Message Key Marketing Message Key Marketing Message Key Marketing Message Key Marketing Message Role in decision: Persona 2 Responsibilities: I Can t I Can t I Can t I Can t I Can t I Want I Want I Want I Want I Want Key Marketing Message Key Marketing Message Key Marketing Message Key Marketing Message Key Marketing Message Focus: Role in purchase: Persona 3 Responsibilities: I Can t I Can t I Can t I Can t I Can t I Want I Want I Want I Want I Want Key Marketing Message Key Marketing Message Key Marketing Message Key Marketing Message Key Marketing Message Focus: Role in purchase: Get Found - Create One of the most cost effective and successful ways to generate new leads, educate potential buyers, and enhance your brand recognition is: Blog 23 Get Found - Create 8

Get Found - Create Get Found - Create Get Found - Create 9

Blogging Blogs are essential to Inbound Marketing Companies that blog see 55% more website traffic and 70% more leads than those who don t Focus on your buyer personas primarily, not just on Google Blogs convert leads and demonstrate authority, expertise and trust Harmony Healthcare International, Inc. 28 What Do I Blog About? Answers to your buyer s questions Recent industry related news Hot topics Revisiting old conversations and articles Guest bloggers Thought leadership Harmony Healthcare International, Inc. 29 Promoting Your Blog Your website Social media Email marketing Professional networks Business cards Harmony Healthcare International, Inc. 30 10

Analyzing Your Blog Number of article views Blog subscription growth Most popular articles Inbound links Social shares Comments Harmony Healthcare International, Inc. 31 Blogging for Google Companies that blog have 97% more inbound links than those who don t Increase indexed pages Ability to rank higher and more frequently in Google s SERPs Harmony Healthcare International, Inc. 32 Blogging Tips Pick a great, optimized title Discuss 1 topic per post Provide the reader with a key takeaway Solve problems Blog on a consistent schedule Provide the opportunity for visitors to become leads by raising their hand Harmony Healthcare International, Inc. 33 11

Get Found Get Found - Optimize 34 Get Found - Optimize Optimizing your dynamic content through targeted On Page and Off Page SEO practices across all platforms, is essential to comply with Google s always changing demands 1. On Page SEO: Is the continual process of placing targeted keywords strategically on your web pages in order to signal to search engines the meaning of your content and improve the way you are displayed on results pages. 2. Off Page SEO: The number of inbound links to your website is one of the most important factors that search engines use to determine the quality of your content and display your website pages in the Search Engine Results Pages (SERPS) a) Google s algorithm ranks sites and content higher based on endorsements indicated by the social community b) Endorsements are indicated by signals like +1 s on Google+ and social sharing of content 35 Get Found Optimize Dynamic, Remarkable Content Harmony Healthcare International, Inc. 36 12

Where Do the Clicks Go? Harmony Healthcare International, Inc. 37 To the Organic Results Harmony Healthcare International, Inc. 38 Get Found Optimize Using your Buyer Personas, script out the questions your buyers are thinking and would type into Google Create content targeted at answering those questions Create new, targeted, website pages using those words that you want people searching Google to find you for Long tail keyword phrases 39 13

Get Found Get Found Promote Social Media 40 Get Found - Promote Social Media Is it right for you? Harmony Healthcare International, Inc. 42 14

Get Found - Promote Get Found Promote Grow your social networks Add social sharing buttons to all web content when possible Participate in social forums Create social relationships with evangelists Share great content 44 Social Media Increases Visits, Leads & Customers Increase indexed pages Rank for solutions to your buyer s concerns Share landing pages to direct visitors to your lead generation funnel Build relationships Offer customer service Grow your reach Humanize your brand Social proof/public endorsements Harmony Healthcare International, Inc. 45 15

Social Engagement Strategies Finding the right people Building your reach Choosing the right social network and share the right content The cocktail party rule Harmony Healthcare International, Inc. 46 Social Media s Big 4 Twitter The buzz generator: more activity and need less rapport to establish a connection Facebook The humanizer: less frequent but more valuable updates, like a business page and receive their updates LinkedIn The professional: more formal, share industry and businessfocused content Google+ The search optimizer: Great for local search optimization, +1 buttons can improve click-through rates Harmony Healthcare International, Inc. 47 Social Engagement Facebook Like button Send button Share button Business page Harmony Healthcare International, Inc. 48 16

Social Engagement Twitter Share button Profile Google +1 button Harmony Healthcare International, Inc. 49 Inbound Marketing Methodology: Step 2 Convert 50 Convert Generate qualified leads by delivering targeted, relevant, valuable messaging and offers Create offers geared toward your Buyer Personas and decision making process Grow your opt in database Segment your database and marketing initiatives Optimize your website for Google and for humans 51 17

Convert - Smarketing The Power of Smarketing 52 What is Smarketing and Why is it Critical? Smarketing = Alignment Sales & marketing working as 1 Alignment around goals Marketing pipeline = sales quota Companies with strong sales & marketing alignment get 20% more annual revenue growth Alignment for accurate Buyer Personas Communicating across company, educating each other Harmony Healthcare International, Inc. 53 Smarketing = Alignment Alignment around goals Marketing pipeline = sales quota Alignment around personas Communicating across company, educating each other Harmony Healthcare International, Inc. 54 18

5 Steps to Integrating Smarketing 1. Speak the same language It all comes down to revenue Work backwards to identify leads needed Define your funnel stages The hand-off process Your sales-ready lead definition and your persona Harmony Healthcare International, Inc. 55 5 Steps to Integrating Smarketing 2. Setup closed loop reporting 3. Implement a service level agreement (SLA) Defines what each team commits to accomplishing How many leads of a certain quality does a sales rep need to make quota? How many call/email attempts should a sales rep make to every lead to not waste leads? 4. Maintain open communication Weekly smarketing meetings, monthly management meetings Campaign and product/service communication 5. Rely on data Harmony Healthcare International, Inc. 56 Optimizing Your Website 98% of website visitors never come back to your site Harmony Healthcare International, Inc. 57 19

What is Optimization? Attract Convert Close Delight Harmony Healthcare International, Inc. 58 Who Are You Optimizing For? Website visitors and search engines Focus on your Buyer Personas to get the right website visitors 75% of users never scroll past the first page of search results Harmony Healthcare International, Inc. 59 How to Optimize Your Website Who are your most promising buyers? What appeals to them most? Build an experience Tell your story through content, design and optimization Be mindful of on-page SEO Harmony Healthcare International, Inc. 60 20

Home Page www.harmony-healthcare.com 61 What We Do www.harmony-healthcare.com/what-we-do 62 Regulatory Preparedness www.harmony-healthcare.com/regulatory-preparedness 63 21

HHI Blog www.harmony-healthcare.com/blog 64 Resources Library www.harmony-healthcare.com/resources 65 Lead Generation Converting Visitors to Leads What are landing pages? Harmony Healthcare International, Inc. 66 22

Landing Pages Website pages specifically designed to convert unidentified website visitors to identifiable leads Landing pages are like digital sales reps Work for you 24/7 Gather information about your Buyer Personas for marketing and sales Harmony Healthcare International, Inc. 67 Create Compelling Offers The majority of website visitors are not ready to make a buying decision Create offers for your Buyer Persona to move them through the buying process Always be giving Attract the right kind of website traffic Provide value and people will return Harmony Healthcare International, Inc. 68 Resources Library Download Landing Page 69 23

Anatomy of a Landing Page Conversion process Call-to-action Landing page Thank you page Landing page framework Clear, concise, compelling headlines Explain the value of the offer to your buyer Use bullet points Select the appropriate number of form fields Remove navigation and links Include a relevant image or video Add testimonials when relevant Leverage industry awards/recognition Measure submission rate to understand landing page s success Harmony Healthcare International, Inc. 70 Focusing on Your Buyer Persona Attract the right kind of traffic Create offers for each persona to move them through the buying process Harmony Healthcare International, Inc. 71 Email Marketing Why is it so important? Harmony Healthcare International, Inc. 72 24

Email Marketing: A Profitable Marketing Channel Each email you send should contain an offer of value Build relationships: brand awareness & trust, lead generation, boost social interaction Nurture relationships: drive sales, build customer loyalty, educate or upsell Harmony Healthcare International, Inc. 73 Segmenting Your Database Target different Buyer Personas at different stages of the buying process Segment by geography, industry, content interest, age, gender Anything that can help deliver targeted, relevant, valuable messages to your audience Harmony Healthcare International, Inc. 74 12 Email Marketing Best Practices 1. Identify a specific goal 2. Segment your list 3. Personalize when possible 4. Create consistency between from name & from email address 5. Use actionable language 6. Create clear & compelling subject lines and email copy 7. Write mostly in the second person 8. Focus on benefits and not features 9. Be brief 10.Have a concise signature and footer 11.Test your email 12.Analyze your email Harmony Healthcare International, Inc. 75 25

10 Important Email Marketing Metrics 1. Bounce rate 2. Deliverability rate 3. List growth 4. Click-through rate 5. Email sharing 6. Conversion rate 7. Revenue per email 8. Open rate 9. Unsubscribe rate 10. Conversion rate Most Important Harmony Healthcare International, Inc. 76 5 Different Types of Emails to Send Leads & Customers 1. Email newsletter: summary of content, news, sent out regularly 2. Email digest: tend to have a more simple design than a newsletter 3. Stand-alone email: highlight a new marketing offer 4. Lead nurturing email: great way to engage with targeted automation 5. Transactional email: tend to have high click-through rate Harmony Healthcare International, Inc. 77 Google Pay Per Click Advertising Should I be investing in this? Harmony Healthcare International, Inc. 78 26

Pay Per Click Google Advertising 79 Pay Per Click Google Advertising 80 Pay Per Click Google Advertising 81 27

Pay Per Click Google Advertising 82 Inbound Marketing Methodology: Step 3 Analyze & Repeat 83 Website Analytics - Pageviews & Bounce Rate Harmony Healthcare International, Inc. 84 28

Weekly Sales & Marketing Reporting 85 Final Thoughts 86 29

Questions/Answers Harmony Healthcare International 1 (800) 530 4413 www.harmony-healthcare.com/blog amandelbaum@harmony-healthcare.com Harmony Healthcare International, Inc. 89 Harmony Healthcare International Contact us for a free Resource Utilization Group (RUG) Analysis A Harmony Healthcare International Medicare Utilization Analysis (RUG Analysis) is an in depth review of a SNF s historic RUG utilization over a period of several months. Viewing data over a time series allows Harmony to dive deep into the clinical trends that drive daily rates and monthly Medicare Revenue. Email us at for more information RUGS@harmony-healthcare.com Harmony Healthcare International, Inc. 90 30

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