successful snf marketing in a digital age mandelbaum.pdf · successful snf marketing in a digital...

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


Copyright © 2013 All Rights Reserved 1

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

Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.

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.

Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 2

Objectives

The attendee will understand how the Internet has changed the way marketing and sales need to operate to be successful

The attendee will understand the components of a digital marketing and sales strategy

The attendee will receive examples of digital marketing best practices to be able to use and apply in his or her facility




Tweet Me

@AaronMandelbaum

#SNFMarketing


Successful 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


It’s a Great Time To Be a Buyer

Buyers are becoming more and more comfortable with technology

Information is easily accessible

Interruptions are avoidable

People aren’t open to engaging with you until they have educated themselves and are almost ready to make a buying decision





What is Marketing?

Marketing Is...

The process of communicating the value of a product or service to customers for the

purpose of selling that product or service.

Wikipedia - http://en.wikipedia.org/wiki/Marketing



What is Inbound Marketing?



Inbound Marketing Is a Methodology

Promoting a company through blogs, podcasts, video eBooks, eNewsletters, whitepapers, SEO, social media marketing, and other forms of content

marketing which serve to bring customers in closer to the brand, where they want to be.

Inbound Marketing earns the attention of customers, makes the company easy to be found and draws

customers to the website by producing interesting content.

Wikipedia - http://en.wikipedia.org/wiki/Inbound_marketing


Inbound Marketing Is Not..

In contrast, buying attention, cold calling, direct paper mail, radio, TV advertisements, sales flyers, spam,

telemarketing, and traditional advertising are considered “outbound marketing.”

Wikipedia - http://en.wikipedia.org/wiki/Inbound_marketing


Inbound vs. Outbound





What Are Your Marketing Goals?

Marketing Goals

To build/maintain our website?

To mail brochures periodically?

To generate donations?

To grow our brand?

To increase our census?

Is there anything that I’ve missed?



To Generate Leads?




What Exactly Is a Lead?

How Would You Define a Lead?

A sales lead is the identification of a person or entity that has the interest and authority to purchase a

product or service.

This step represents the first stage of a sales process.

The identification of the sales lead is referred to as lead generation, a process conducted by either the

marketing or sales organization.

Wikipedia - http://en.wikipedia.org/wiki/Sales_lead



How Are You Currently Generating Leads?




How Can We Generate Leads From the Internet?

Generating Leads From the Internet

1. Content

2. Google

3. Website

4. Offers

5. Capture

6. Qualify

7. Nurture



The Way Google Thinks



Harmony Healthcare International, Inc. 22 Copyright © 2014 All Rights Reserved

What Do These All Have in Common?

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"


Google’s Algorithm

Determines the SERPs

Search Engine Results Pages

Rewards good behavior

Penalizes bad behavior

http://moz.com/google-algorithm-change


http://en.wikipedia.org/wiki/Don't_be_evil












Google Yourself

Google Different Search Phrases

Google a general search phrase

Google your facility’s name

Google a specific search phrase

Do You Show Up?


Google: Nursing Home in Connecticut




Google: Jewish Senior Services


Google: Jewish Nursing Home Connecticut


3 Steps Of The Inbound Marketing Methodology

1. Get Found a) Create

b) Optimize

c) Promote

2. Convert

3. Analyze & Repeat

30 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.



Inbound Marketing Methodology: Step 1

Get Found


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


Creating Content Your Buyers Love

Solution focused not product/service based

Match content to the buyer’s journey Awareness - Identify Needs

Consideration - Evaluate Options

Preference - Resolve Concerns

Content is more than text

Creating visual content for visual platforms




Content is King!

60% of the sales cycle is over before a buyer talks to a salesperson

Creating dynamic, remarkable, easily sharable content reduces the cost per lead


Content Can Be…

Blog articles

Webinars

Newsletters

Videos

Website resources

35 Harmony Healthcare International, Inc. Copyright © 2014 All Rights Reserved

The Hebrew Home for the Aged at Riverdale New York – www.hebrewhome.org




Get Found – Create Content

The Buyer Persona


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 you communicate effectively to the individuals and help facilitate their decision making process

3. By creating different Buyer Personas you will deliver to your audience targeted, relevant and valuable messaging

4. Create content that educates and nurtures your buyers

5. Create content that will be found in Google’s SERPs


Get Found - Create – Buyer Personas

Persona 1 (Most senior person)

Focus:

Responsibilities:

Role in decision:

Persona 3

Focus:

Responsibilities:

Role in purchase:

Persona 2

Focus:

Responsibilities:

Role in purchase:

• 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…





• 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…






• 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…






I Cant… I Want… Key Marketing Messages

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?

AWARENESS PREFERENCE Persona Group Name:

•Description Bullet 1





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?

CONSIDERATION

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?

PREFERENCE



Tulsa Jewish Retirement & Health Care Center Oklahoma – www.tjrhcc.org


Hooverwood, The Indianapolis Jewish Home, Inc. Indiana – www.hooverwood.org


Hooverwood, The Indianapolis Jewish Home, Inc. Indiana – www.hooverwood.org


Relative of a Potential Resident

Relative of a Current Resident

Potential Resident

Potential Employee

Volunteer

Referring Physician

Take a Tour

View Calendar

Seek Employment

Volunteer

Donate

Contact a Resident

Learn About Adult Day Services




One of the most cost effective and successful ways to generate new leads, educate potential buyers, and

enhance your brand recognition is:

Blog


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


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




Promoting Your Blog

On your website

On social media

Through email marketing

In your email signatures

In your professional networks

On your business cards


Analyzing Your Blog

Number of article views

Blog subscription growth

Most popular articles

Inbound links

Social shares

Comments


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




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 subscribing or “raising their hand”


Jewish Home and Care Center, Inc. Wisconsin – www.jewishseniorliving.org


Los Angeles Jewish Home California – www.jha.org






Get Found – Optimize

Optimize Your Content



Dynamic,

Remarkable,

Easily Shareable

Content





Search Engine Optimization


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



Where Do the Clicks Go?




To the Organic Results



75% of people searching Google never scroll past the

first page of results



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




Jewish Senior Services Connecticut – www.jhe.org


Get Found – Promote

Social Media







Is Social Media Right For You?



Out of the 56 websites that I reviewed…



59% had social media profiles visibly displayed.

More than half of you are using social media.

Well Done!





For those of you that aren’t yet using social media to engage

your audience…



There’s a good chance that your competitors are.


Menorah Manor Florida – www.menorahmanor.org




Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.


73

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



Connect you to your prospects

Increase the number indexed website pages

Help you rank for solutions to your buyer’s concerns

Share landing pages to convert visitors to leads

Build relationships

Offer customer service

Grow your reach

Humanize your brand

Provide public endorsements & social proof


Social Media Can…



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 business-focused content

Google+

The search optimizer: Great for local search optimization, +1 buttons can improve click-through rates



Convert – Generate Leads



98% of website visitors never return to your website

Convert



Optimizing Your Website

Attract

Convert

Close

Delight


Who Are You Optimizing For?

Website visitors and search engines

Focus on your Buyer Personas to get the right website visitors

What appeals to them most?

Build an experience

Tell your story through content, design and optimization

Be mindful of on-page SEO


Jewish Senior Services – “Build an Experience” Connecticut – www.jhe.org




How to Optimize Your Website to Generate Leads

Deliver targeted, relevant, valuable messaging and offers

Create offers for your Buyer Personas

Grow your marketing database with permission!

Segment your database and subsequent marketing initiatives

Optimize your website for Google and for humans


Los Angeles Jewish Home – “What Appeals Most” California – www.jha.org


Converting Website Visitors to Leads

Call-To-Action

Offer

Landing Page

Form




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


Landing Pages

Feature 1 offer

Website pages specifically designed to convert unidentified website visitors to identifiable leads

Trade your offer for their information

Landing pages are like digital sales reps

Work for you 24/7

Gather information about your leads for marketing and sales


Anatomy of a Landing Page

Conversion process

Website 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




Jewish Community Housing for the Elderly Massachusetts – www.jche.org








Montefiore Home Ohio – www.montefiorecare.org


Montefiore Home Ohio – www.montefiorecare.org


Cedar Sinai Park Oregon – www.cedarsinaipark.org






Lions Gate CCRC New Jersey – www.lionsgateccrc.org


Convert - Email Marketing

Why Is It So Important to Grow Your Opt-In Marketing Database?





Permission = Equity

Spamming = Unsubscribe

http://www.business.ftc.gov/documents/bus61-can-spam-act-

compliance-guide-business





Target different Buyer Personas at different stages of the buying process

Segment by geography, content interest, age, gender, role in decision making process

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 up sell




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


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


5 Different Types of Emails to Send

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





Analyze & Repeat


Website Analytics - Pageviews & Bounce Rate


Weekly Sales & Marketing Reporting




Final Thoughts…







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Questions/Answers

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[email protected]

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