flip your website into a lead generating asset · • learn specifics of inbound marketing •...

Flip Your Website into a Lead Generating Asset

Debbie Van Straten

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

Why I am here today?

• It can be different• The whatchamacallit

awakening

Published Author• Provider Magazine• LeadingAge Magazine• Provider Nation Blog• Senior Housing Forum

Blog• Canadian Nursing

Home Magazine

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

Inbound Marketing vsOutbound MarketingCapturing Your Visitors

Outbound Marketing

By contrast, is pushing information out to customers

• Cold calling• Direct mail• Radio and TV ads• Sales fliers and more

Inbound Marketing

Attracts customers to a company using interesting content:

• Blogs• Video• eBooks• Whitepapers• SEO words and more

Steps of Inbound Marketing

Get Found Convert to a Move-in Analyze

Examples of Capturing Information

Capturing Information

Helping vs. Selling

Tags vs. Categories

• Tags – Describe the post• Categories – Broad grouping of posts

Know Your SEO WordsWhat do you think is the most searched word to find you?

Google Trends

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

Age Speaks Quick Check

CRM ProgramsHow many of you know what a CRM program is?

What is a CRM program?

A program to manage company’s interaction with existing and future customers.

What Do You Want to Capture?

• Be thoughtful• Categories: Family member. Resident. Professional

Referral Source. New Lead.• Phone number. Email• Where are they at in sales cycle• Be careful about categories like “other”

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

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.

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 920-555-5555. 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!

Message within a Week

Please Join Us—3:00 to 4:00 PMHappy Hour with “Fun Band”September 28, 2016Debbie’s Assisted Living7705 Way Fun DriveHappy Place, WA 00070RSVP: 251-555-0000

Setup a Annual Speaker Series

2016 Speaker’s SeriesHow to Make Your Home Safe—October 6Working on Safe Driving—October 20A Pharmacist Perspective, Managing Meds—November 7Managing Food and Grief during the Holidays—November 15

Debbie’s Assisted Living

7705 Way Fun Drive

Happy Place, WA 00070

RSVP: 251-555-0000

Use Your CRM to Improve Social Media

Start by getting the email addresses.Whose email address should you capture and why?What messaging do you want to do and when?

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.

Online Review ManagementIf you don’t control your brand online, someone else will.

Steps in Responding to Reviews

• Respond quickly• Thank reviewer for their feedback• Acknowledge their experience• Invite them back or suggest taking it off-line

What Profile Should be Filled Out?

• Facebook company page• Caring.com• Yelp• Google• Better business bureau

How to Direct Compliments

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….

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

Monitoring tools

Content – Your Biggest ChallengeContent that has value to your customers

Build Relationship

Follow-up Move In

Complete CTA, (Call to Action) Information

Email Name Intentions

Post Content

Get Found Helpful Information

Content Does that Mean Writing?

No, not necessarily

• Write your own content• Hire a writer• Content curation• Age Speaks Products

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

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

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

Understanding content curation.

Or, you could subscribe to Age Speaks

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?

Set up a YouTube Channel

https://goo.gl/SdvJxz Promote your videos on social media

Advertising & AnalyticsConsider trying some advertising and measure its effectiveness

Whittle down your target audience faster• With a developed Facebook page, consider advertising• Facebook can reach your market• Define your budget, $200• https://www.facebook.com/business/help/633474486707199• Evaluate effectiveness

Terms Related to Analytics

• Direct• Referrals• Organic• Social• Bounce rate

ResourcesWhat I have found to be helpful

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)

Learn from Your Competition

Here are two that have blogs:

www.eraliving.comwww.oaksseniorliving.com

Website TipsJust a few things to think about

Evaluate Your Site

• HubSpot Inc. Website.Grader.com• Pingdom Tools.Pingdom.com• Google Google Webmaster Tools• Google Keyword Tools

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

Debbie Van Straten

• (414) 375-9172• Debbie.AgeSpeaks@

gmail.com