VANHA 2011 Spring Conference presentation for improving the online marketing capabilities for senior living service providers.

1. “Is Your Website Working Hard
Enough?”
2011 VANHA Spring Conference
6/8/11
Ron Fink

2. Today’s conversation:
• Web is the center of the universe
• Importance of optimization
• Website assessment checklist
• Helpful tools
• Key takeaways
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3. Audience Poll
• Mkting. for a community?
• Mkting. to a community?
• Satisfied with website
performance?
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4. 20 years ago
More change in next
10 yrs. than last 100
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5. Shift in customer behavior/expectations
– Empowered
– Educated
– Internet savvy
– Collaborate using WOM
and social media
– 85% of consumers shop
online
(Forrester Research)
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6. The “New Marketing”
• No shouting, interrupting or
repeated advertising
– Prior to the web, attract
attention by advertising
and media PR
– Now the web has
changed these rules.
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7. Everyone is the media,
Everyone is a publisher
– Technology has enabled
connections/removed
barriers
– Can reach prospective
buyers directly
– Buyers can speak directly to
you
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8. Why has this happened?
– Avoid interruption and intrusion
– Consumer wants more control
– No one wants to be “sold”
– Informed Engaged
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9. Consumers trusthow much
It’s not about each other
more than they do marketers
advertising you do…
It’s all a matter of
TRUST
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10. Web Is At the Hub
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11. In the Beginning…
• Digitized print documents
w/o functionality
• Mid-90’s HTML brought life to
digital text (links, navigation bars)
• Technological advances/higher utility
• Higher consumer expectations
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12. …Now a Necessity for Every Business
• Most powerful vehicle for marketing/communications
• Fast/easy/timely communication
with millions
• Transformed the speed of
company/brand growth
• Building the site is easy; measuring your
success and taking action on it is harder
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13. Web Is At the Hub
• SEO/SEM
• Email
• Content
• Mobile
• Video
• Social Media
• Analytics
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14. The Web Strategy
• Provide relevant
information
– Attract visitors
– Nurture to become a
lead
– Convert leads to
customers
– Use content to optimize
website
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15. Growing a Successful Web Presence:
– Invest in search– manage SEO
(links, listings, keywords,
content)
– Invest in social– after you are
found, promote your expertise
with what others say about
you
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16. 8 Point Website Assessment Checklist
• Website goals • Social media
• Define audience personas • Offers & landing pages
• SEO • Lead nurturing
• Content creation • Measurement & analysis
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17. Establishing Website Goals Checklist Point #1
• What do you want it to say?
• How do you want to communicate it?
• Who are you trying to reach?
• What action(s) do you want them to take?
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18. Take a Look At Your Website
• Does it read more like an ad than a helpful resource?
• Focus less on your company. . . and more on the problems and
needs of the people you are trying to reach
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19. What are you selling?
• Physical • Emotional Well Being
– Location – Credentials
– Room sizes – Expertise
– Furnishings – Reputation
– Dining services – Brand promise
– Amenities – Problem solving capabilities
– Pricing
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20. Who is your audience? Checklist Point #2
• Prospective residents
• Caregivers
• Influencers
• Each audience has a persona
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21. Buyer Personas
• Name • Marketing Mary
• Age • 40-45
• Gender • Female
• Family info • Married, 2 kids
• Company role • Marketing Director
• Hobbies • Reading, Tennis
• Job frustrations • Lack of marketing budget
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22. Website Pyramid Trifecta
Analyze
Convert
Get Found
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23. Step 1---Getting Found
Analyze
Convert
Get Found
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24. Search Engine Optimization (SEO) Checklist Point #3
– On-Page
• Modifications to the pages on your website
– Off-Page—
• Links from external sources
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25. On-Page SEO—(25% of the equation)
• Keywords
– Right ones?
– Where are they being used?
• Images
– Too many? Too few?
– Use of Alt tags
• Internal links
– Reference other website pages & resources
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26. Off-Page SEO (75% of the equation)
• Organic search
– Your relevant content enables people to find you
• Paid search
– Putting your name/description around other’s content
– Pay per click when visitors go to your website
• External links
– Online recommendations
– Organizations, business partners, social media
• Directory listings (free and paid)
• Pages indexed in Google
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27. Content Is King Checklist Point #4
• “anything created and uploaded to a
website” (Content Rules)
– Words, images, photographs, videos,
webinars, blogs, white papers,
ebooks, podcasts, tools
– Outposts off the website—such as
Facebook, Twitter, Linkedin and You
Tube
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28. 3 Ways To Deliver Content
• Paid media--advertising inserted next to another’s content.
• Owned media--brand-created content
• Earned media-- getting someone else to provide content
about a brand
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29. More and more businesses are blogging
– Businesses are now in the minority if they do not blog.
From 2009 to 2011 the percentage of businesses with a
blog grew from 48% to 65%.
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30. Blogs are generating real customers
– 57% of companies using
blogs reported that they
acquired customers from
leads generated directly
from their blog
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31. Online Video On the Rise
• 20% inc. from 2009
• Grow another 24% thru 2015
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32. Video Over Text
• Powerful communication vehicle
• Effective for SEO
• Websites with video are 53x more likely to appear on the first
page of Google and can increase click-through-rate up to
200% (Forrester Research)
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33. Nature’s Edge Assisted Living, Port St. Lucie, FL
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34. Interactive Conversational Video
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35. 35

36. Number of Smartphone users will rise by nearly 50%
• 1 in 4 in US use a Smartphone
• 15% of 55+ use a Smartphone
(Nielson Company)
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37. Mobile-Web Integration
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38. 38
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39. Get Serious About Social Media Checklist Point #5
• Social media is the use of web-based and mobile technologies
to turn communication into interactive dialogue.
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40. SM Is the Rage
Over 600 million users.
22% increase in unique visitors over 2010.
Over 75 million users
Tweeting about 140 million
times/day
Over 90 million users.
22% increase in unique visitors over 2010
$1.2 billion = 2011 social media marketing spend
28% = increase over 2010
Forrester Research, Inc. 40

41. Usage Is Projected to Grow
• 67% of Americans w/ Internet access are projected to be
using social networks at least once a month by 2013
(Emarketer)
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42. Social Media and the Seniors Market
• Boomer caregivers are more reliant on
social media than boomers in general (Pew Research)
– 50+ 47% use SM (22% last year)
– 65+ 26% use SM
(fastest growing segment
WHY?)
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43. Step 2---Convert Visits-Leads-Customers
Analyze
Convert
Get Found
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44. Create the offer Checklist Point #6
• Providing something of value in exchange for contact
info/interest/sale
• Match offers to stage of sales funnel
– Initial—10 questions to consider…
– Middle—Selling your home resource kit, prize for touring
– Advanced—2 months free rent for signed leases by…
• Initiated from CTA on the home page
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45. Offer Example
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46. Create the landing page
• Where they arrive to request the offer
• Must convince the user on the value of the offer
• Page should “go naked” (no links or navigation)
• Keep the form short and simple
• Don’t make the user think
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47. Landing Page Example
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48. Create a Lead Nurturing Strategy Checklist Point #7
• Follows Home Page Offer>CTA>Landing Page
• Series of emails to your leads
• Automatically triggered by prospect’s previous requests
• Up to 5 over 60 days after initial action taken
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49. Lead Nurturing is a progression
• Email flow should pull leads through the sales funnel
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50. Step 3----Analyze Results and Adjust Checklist Point #8
Analyze
Convert
Get Found
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51. 51

52. Website Performance Metrics
• Track sources of traffic (direct, organic, referrals, social media)
• Initial actions taken (Opens, page views, click throughs)
• Converted to desired CTA ( leads & sales)
• Lead nurturing success tracking
• Track the success of your blog
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53. Some Helpful Tools
• Website Traffic Calculator
• Google Analytics/HubSpot
– Website Grader
– Keyword Grader
– Page Grader
– Lead tracking/nurturing
• Blog Analytics
• Social Media monitoring
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54. 54

55. Some Helpful Tools
• Website Traffic Calculator
• Google Analytics/HubSpot
– Website Grader
– Keyword Grader
– Page Grader
– Lead tracking/nurturing
• Blog Analytics
• Social Media monitoring
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56. Key Takeaways
• Consumer interface has changed
• Web strategy marketing focus
• Use content to promote expertise
• Social media, mobile & video are
web enhancers
• Create offers and follow up
• Establish measurement analytics
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57. Obtain copy of presentation at:
www.slideshare.net/RonFink1
or email:
ron.fink@strategicdriven.com
Ron Fink
Call me: 804.968.5131
Email me: ron.fink@strategicdriven.com
Website /blog: strategicdriven.com
Connect with me: facebook.com/ronfink1
facebook.com/strategicmarketingsolutions
Network with me: linkedin.com/in/ronfink1
Tweet me : @sms_ron
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