Successful SNF Marketing in a
Digital Age
HARMONY UNIVERSITY
The Provider Unit of
Harmony Healthcare International, Inc. (...
Speaker Bio
Aaron Mandelbaum has been responsible for the
demand generation intellectual property that has
helped generate...
Objectives
The attendee will understand how the Internet
has changed the way marketing and sales need to
operate to be suc...
Tweet Me
@AaronMandelbaum
#SNFMarketing
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 4
Successful Marketing in a Digital Age
We live in a world where our decisions are impacted
by the results Google displays t...
It’s a Great Time To Be a Buyer
Buyers are becoming more and more comfortable
with technology
Information is easily access...
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 7
What is Marketing?
Marketing Is...
The process of communicating the value of a
product or service to customers for the
purpose of selling tha...
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 9
What is Inbound Marketing?
Inbound Marketing Is a Methodology
Promoting a company through blogs, podcasts, video
eBooks, eNewsletters, whitepapers, S...
Inbound Marketing Is Not..
In contrast, buying attention, cold calling, direct paper
mail, radio, TV advertisements, sales...
Inbound vs. Outbound
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 12
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 13
What Are Your Marketing Goals?
Marketing Goals
To build/maintain our website?
To mail brochures periodically?
To generate donations?
To grow our brand?
T...
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 15
To Generate Leads?
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 16
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 ...
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 18
How Are You Currently
Generating Leads?
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 19
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
Copyright © ...
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 21
The Way Google Thinks
Harmony Healthcare International, Inc. 22Copyright © 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...
Google’s Algorithm
Determines the SERPs
Search Engine Results Pages
Rewards good behavior
Penalizes bad behavior
http://mo...
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 25
Google Yourself
Google Different Search Phrases
Google a general search phrase
Google your facility’s name
Google a specific search phrase...
Google: Nursing Home in Connecticut
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 27
Google: Jewish Senior Services
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 28
Google: Jewish Nursing Home Connecticut
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 29
3 Steps Of The Inbound Marketing Methodology
1. Get Found
a) Create
b) Optimize
c) Promote
2. Convert
3. Analyze & Repeat
...
Inbound Marketing Methodology: Step 1
Get Found
31Copyright © 2014 All Rights Reserved Harmony Healthcare International, I...
Get Found
Marketing 2.0 has changed the way organizations need to
focus their marketing efforts:
1. Create; You must creat...
Creating Content Your Buyers Love
Solution focused not product/service
based
Match content to the buyer’s journey
Awarenes...
Content is King!
60% of the sales cycle is over before a
buyer talks to a salesperson
Creating dynamic, remarkable, easily...
Content Can Be…
Blog articles
Webinars
Newsletters
Videos
Website resources
35Harmony Healthcare International, Inc.Copyri...
The Hebrew Home for the Aged at Riverdale
New York – www.hebrewhome.org
Copyright © 2014 All Rights Reserved Harmony Healt...
Get Found – Create Content
The Buyer Persona
37Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
1. Buyer Personas differ from your Ideal Customer Profile
in that an ICP focuses on an aggregate market and a
Buyer Person...
Persona 1 (Most senior person)
Focus:
Responsibilities:
Role in decision:
Persona 3
Focus:
Responsibilities:
Role in purch...
Tulsa Jewish Retirement & Health Care Center
Oklahoma – www.tjrhcc.org
Copyright © 2014 All Rights Reserved Harmony Health...
Hooverwood, The Indianapolis Jewish Home, Inc.
Indiana – www.hooverwood.org
Copyright © 2014 All Rights Reserved Harmony H...
Hooverwood, The Indianapolis Jewish Home, Inc.
Indiana – www.hooverwood.org
Copyright © 2014 All Rights Reserved Harmony H...
Get Found – Create Content
One of the most cost effective and successful ways to
generate new leads, educate potential buy...
Blogging
Blogs are essential to Inbound Marketing
Companies that blog see 55% more
website traffic and 70% more leads than...
What Do I Blog About?
Answers to your buyer’s questions
Recent industry related news
Hot topics
Revisiting old conversatio...
Promoting Your Blog
On your website
On social media
Through email marketing
In your email signatures
In your professional ...
Analyzing Your Blog
Number of article views
Blog subscription growth
Most popular articles
Inbound links
Social shares
Com...
Blogging For Google
Companies that blog have 97% more
inbound links than those who don’t
Increase indexed pages
Ability to...
Blogging Tips
Pick a great, optimized title
Discuss 1 topic per post
Provide the reader with a key takeaway
Solve problems...
Jewish Home and Care Center, Inc.
Wisconsin – www.jewishseniorliving.org
Copyright © 2014 All Rights Reserved Harmony Heal...
Los Angeles Jewish Home
California – www.jha.org
Copyright © 2014 All Rights Reserved Harmony Healthcare International, In...
Get Found – Create Content
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 52
Get Found – Create Content
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 53
Get Found – Create Content
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 54
Get Found – Create Content
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 55
Get Found – Optimize
Optimize Your Content
56Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
Get Found – Optimize
Dynamic,
Remarkable,
Easily Shareable
Content
Copyright © 2014 All Rights Reserved Harmony Healthcare...
Get Found – Optimize
Search Engine Optimization
58Copyright © 2014 All Rights Reserved Harmony Healthcare International, I...
1. On Page SEO: Is the continual process of placing targeted
keywords strategically on your web pages in order to
signal t...
Where Do the Clicks Go?
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 60
To the Organic Results
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 61
Get Found – Optimize
75% of people searching
Google never scroll past the
first page of results
Copyright © 2014 All Right...
Get Found – Optimize
Using your Buyer Personas, script out the
questions your buyers are thinking and
would type into Goog...
Jewish Senior Services
Connecticut – www.jhe.org
Copyright © 2014 All Rights Reserved Harmony Healthcare International, In...
Get Found – Promote
Social Media
65Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
Get Found – Promote
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 66
Get Found – Promote
Is Social Media Right For You?
Copyright © 2014 All Rights Reserved Harmony Healthcare International, ...
Get Found – Promote
Out of the 56 websites that I
reviewed…
Copyright © 2014 All Rights Reserved Harmony Healthcare Intern...
Get Found – Promote
59% had social media profiles visibly
displayed.
More than half of you are using social
media.
Well Do...
Get Found – Promote
For those of you that aren’t yet
using social media to engage
your audience…
Copyright © 2014 All Righ...
Get Found – Promote
There’s a good chance that your
competitors are.
Copyright © 2014 All Rights Reserved Harmony Healthca...
Menorah Manor
Florida – www.menorahmanor.org
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 72
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
Get Found – Promote
73
Grow your social networks
Add social sharing buttons to all web content
when possible
Participate in social forums
Create ...
Connect you to your prospects
Increase the number indexed website pages
Help you rank for solutions to your buyer’s concer...
Social Media’s Big 4
Twitter
The buzz generator: more activity and need less rapport
to establish a connection
Facebook
Th...
Inbound Marketing Methodology: Step 2
Convert – Generate Leads
77Copyright © 2014 All Rights Reserved Harmony Healthcare I...
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 78
98% of website visitors never
return to you...
Optimizing Your Website
Attract
Convert
Close
Delight
Copyright © 2014 All Rights Reserved Harmony Healthcare Internationa...
Who Are You Optimizing For?
Website visitors and search engines
Focus on your Buyer Personas to get the right
website visi...
Jewish Senior Services – “Build an Experience”
Connecticut – www.jhe.org
81Copyright © 2014 All Rights Reserved Harmony He...
How to Optimize Your Website to Generate Leads
Deliver targeted, relevant, valuable
messaging and offers
Create offers for...
Los Angeles Jewish Home – “What Appeals Most”
California – www.jha.org
Copyright © 2014 All Rights Reserved Harmony Health...
Converting Website Visitors to Leads
Call-To-Action
Offer
Landing Page
Form
Copyright © 2014 All Rights Reserved Harmony H...
Create Compelling Offers
The majority of website visitors are not
ready to make a buying decision
Create offers for your B...
Landing Pages
Feature 1 offer
Website pages specifically designed to
convert unidentified website visitors to
identifiable...
Anatomy of a Landing Page
Conversion process
Website call-to-action
Landing page
Thank you page
Landing page framework
Cle...
Jewish Community Housing for the Elderly
Massachusetts – www.jche.org
88Copyright © 2014 All Rights Reserved Harmony Healt...
Jewish Community Housing for the Elderly
Massachusetts – www.jche.org
89Copyright © 2014 All Rights Reserved Harmony Healt...
Jewish Community Housing for the Elderly
Massachusetts – www.jche.org
90Copyright © 2014 All Rights Reserved Harmony Healt...
Montefiore Home
Ohio – www.montefiorecare.org
91Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
Montefiore Home
Ohio – www.montefiorecare.org
92Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
Cedar Sinai Park
Oregon – www.cedarsinaipark.org
93Copyright © 2014 All Rights Reserved Harmony Healthcare International, ...
Cedar Sinai Park
Oregon – www.cedarsinaipark.org
94Copyright © 2014 All Rights Reserved Harmony Healthcare International, ...
Lions Gate CCRC
New Jersey – www.lionsgateccrc.org
95Copyright © 2014 All Rights Reserved Harmony Healthcare International...
Convert - Email Marketing
Why Is It So Important to Grow Your
Opt-In Marketing Database?
Copyright © 2014 All Rights Reser...
Convert - Email Marketing
Permission = Equity
Spamming = Unsubscribe
http://www.business.ftc.gov/documents/bus61-can-spam-...
Cedar Sinai Park
Oregon – www.cedarsinaipark.org
98Copyright © 2014 All Rights Reserved Harmony Healthcare International, ...
Convert - Email Marketing
Target different Buyer Personas at different stages of
the buying process
Segment by geography, ...
12 Email Marketing Best Practices
1. Identify a specific goal
2. Segment your list
3. Personalize when possible
4. Create ...
10 Important Email Marketing Metrics
1. Bounce rate
2. Deliverability rate
3. List growth
4. Click-through rate
5. Email s...
5 Different Types of Emails to Send
1. Email newsletter: summary of content,
news, sent out regularly
2. Email digest: ten...
Inbound Marketing Methodology: Step 3
Analyze & Repeat
103Copyright © 2014 All Rights Reserved Harmony Healthcare Internat...
Website Analytics - Pageviews & Bounce Rate
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 104
Weekly Sales & Marketing Reporting
105Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
Final Thoughts…
106Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 107
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 108
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 109
Register online
http://info.harmony-health...
Questions/Answers
Harmony Healthcare International
(978) 887 - 8919
www.Harmony-Healthcare.com
amandelbaum@harmony-healthc...
Harmony Healthcare International
Contact us for a free
Resource Utilization Group (RUG) Analysis
A Harmony Healthcare Inte...
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 112
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Successful SNF Marketing in a Digital Age

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We live in a world where our decisions are impacted by the results Google displays to us. When we need a second opinion we turn to our favorite Social Media outlet. You might not think that the world being described impacts the Skilled Nursing Facilities you run; but it does. Learn how the Best-In-Class Skilled Nursing Facilities are using Google and Social Media to position themselves for success in the age of digital marketing.

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Successful SNF Marketing in a Digital Age

  1. 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.
  2. 2. 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
  3. 3. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 3
  4. 4. Tweet Me @AaronMandelbaum #SNFMarketing Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 4
  5. 5. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 5
  6. 6. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 6
  7. 7. Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 7 What is Marketing?
  8. 8. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 8
  9. 9. Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 9 What is Inbound Marketing?
  10. 10. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 10
  11. 11. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 11
  12. 12. Inbound vs. Outbound Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 12
  13. 13. Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 13 What Are Your Marketing Goals?
  14. 14. 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? Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 14
  15. 15. Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 15 To Generate Leads?
  16. 16. Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 16 What Exactly Is a Lead?
  17. 17. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 17
  18. 18. Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 18 How Are You Currently Generating Leads?
  19. 19. Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 19 How Can We Generate Leads From the Internet?
  20. 20. Generating Leads From the Internet 1. Content 2. Google 3. Website 4. Offers 5. Capture 6. Qualify 7. Nurture Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 20
  21. 21. Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 21 The Way Google Thinks
  22. 22. Harmony Healthcare International, Inc. 22Copyright © 2014 All Rights Reserved What Do These All Have in Common?
  23. 23. 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" Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 23
  24. 24. Google’s Algorithm Determines the SERPs Search Engine Results Pages Rewards good behavior Penalizes bad behavior http://moz.com/google-algorithm-change Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 24
  25. 25. Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 25 Google Yourself
  26. 26. Google Different Search Phrases Google a general search phrase Google your facility’s name Google a specific search phrase Do You Show Up? Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 26
  27. 27. Google: Nursing Home in Connecticut Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 27
  28. 28. Google: Jewish Senior Services Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 28
  29. 29. Google: Jewish Nursing Home Connecticut Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 29
  30. 30. 3 Steps Of The Inbound Marketing Methodology 1. Get Found a) Create b) Optimize c) Promote 2. Convert 3. Analyze & Repeat 30Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  31. 31. Inbound Marketing Methodology: Step 1 Get Found 31Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  32. 32. 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 32Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  33. 33. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 33
  34. 34. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 34
  35. 35. Content Can Be… Blog articles Webinars Newsletters Videos Website resources 35Harmony Healthcare International, Inc.Copyright © 2014 All Rights Reserved
  36. 36. The Hebrew Home for the Aged at Riverdale New York – www.hebrewhome.org Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 36
  37. 37. Get Found – Create Content The Buyer Persona 37Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  38. 38. 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 38Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. Get Found - Create – Buyer Personas
  39. 39. 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… • Key Marketing Message… • Key Marketing Message… • Key Marketing Message… • 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… • Key Marketing Message… • Key Marketing Message… • Key Marketing Message… • Key Marketing Message… • 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… • Key Marketing Message… • Key Marketing Message… • Key Marketing Message… • Key Marketing Message… • Key Marketing Message… 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 PREFERENCEPersona Group Name: •Description Bullet 1 •Description Bullet 2 •Description Bullet 3 •Description Bullet 4 •Description Bullet 5 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
  40. 40. Tulsa Jewish Retirement & Health Care Center Oklahoma – www.tjrhcc.org Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 40
  41. 41. Hooverwood, The Indianapolis Jewish Home, Inc. Indiana – www.hooverwood.org Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 41
  42. 42. Hooverwood, The Indianapolis Jewish Home, Inc. Indiana – www.hooverwood.org Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 42 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
  43. 43. Get Found – Create Content One of the most cost effective and successful ways to generate new leads, educate potential buyers, and enhance your brand recognition is: Blog 43Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  44. 44. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 44
  45. 45. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 45
  46. 46. Promoting Your Blog On your website On social media Through email marketing In your email signatures In your professional networks On your business cards Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 46
  47. 47. Analyzing Your Blog Number of article views Blog subscription growth Most popular articles Inbound links Social shares Comments Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 47
  48. 48. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 48
  49. 49. 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‛ Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 49
  50. 50. Jewish Home and Care Center, Inc. Wisconsin – www.jewishseniorliving.org Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 50
  51. 51. Los Angeles Jewish Home California – www.jha.org Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 51
  52. 52. Get Found – Create Content Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 52
  53. 53. Get Found – Create Content Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 53
  54. 54. Get Found – Create Content Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 54
  55. 55. Get Found – Create Content Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 55
  56. 56. Get Found – Optimize Optimize Your Content 56Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  57. 57. Get Found – Optimize Dynamic, Remarkable, Easily Shareable Content Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 57
  58. 58. Get Found – Optimize Search Engine Optimization 58Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  59. 59. 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 59Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. Get Found – Optimize
  60. 60. Where Do the Clicks Go? Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 60
  61. 61. To the Organic Results Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 61
  62. 62. Get Found – Optimize 75% of people searching Google never scroll past the first page of results Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 62
  63. 63. 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 63Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  64. 64. Jewish Senior Services Connecticut – www.jhe.org Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 64
  65. 65. Get Found – Promote Social Media 65Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  66. 66. Get Found – Promote Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 66
  67. 67. Get Found – Promote Is Social Media Right For You? Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 67
  68. 68. Get Found – Promote Out of the 56 websites that I reviewed… Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 68
  69. 69. Get Found – Promote 59% had social media profiles visibly displayed. More than half of you are using social media. Well Done! Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 69
  70. 70. Get Found – Promote For those of you that aren’t yet using social media to engage your audience… Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 70
  71. 71. Get Found – Promote There’s a good chance that your competitors are. Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 71
  72. 72. Menorah Manor Florida – www.menorahmanor.org Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 72
  73. 73. Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. Get Found – Promote 73
  74. 74. 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 74Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. Get Found – Promote
  75. 75. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 75 Social Media Can…
  76. 76. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 76
  77. 77. Inbound Marketing Methodology: Step 2 Convert – Generate Leads 77Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  78. 78. Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 78 98% of website visitors never return to your website Convert
  79. 79. Optimizing Your Website Attract Convert Close Delight Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 79
  80. 80. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 80
  81. 81. Jewish Senior Services – “Build an Experience” Connecticut – www.jhe.org 81Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  82. 82. 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 82Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  83. 83. Los Angeles Jewish Home – “What Appeals Most” California – www.jha.org Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 83
  84. 84. Converting Website Visitors to Leads Call-To-Action Offer Landing Page Form Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 84
  85. 85. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 85
  86. 86. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 86
  87. 87. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 87
  88. 88. Jewish Community Housing for the Elderly Massachusetts – www.jche.org 88Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  89. 89. Jewish Community Housing for the Elderly Massachusetts – www.jche.org 89Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  90. 90. Jewish Community Housing for the Elderly Massachusetts – www.jche.org 90Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  91. 91. Montefiore Home Ohio – www.montefiorecare.org 91Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  92. 92. Montefiore Home Ohio – www.montefiorecare.org 92Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  93. 93. Cedar Sinai Park Oregon – www.cedarsinaipark.org 93Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  94. 94. Cedar Sinai Park Oregon – www.cedarsinaipark.org 94Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  95. 95. Lions Gate CCRC New Jersey – www.lionsgateccrc.org 95Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  96. 96. Convert - Email Marketing Why Is It So Important to Grow Your Opt-In Marketing Database? Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 96
  97. 97. Convert - Email Marketing Permission = Equity Spamming = Unsubscribe http://www.business.ftc.gov/documents/bus61-can-spam-act- compliance-guide-business Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 97
  98. 98. Cedar Sinai Park Oregon – www.cedarsinaipark.org 98Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  99. 99. Convert - Email Marketing 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 99
  100. 100. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 100
  101. 101. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 101
  102. 102. 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 Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 102
  103. 103. Inbound Marketing Methodology: Step 3 Analyze & Repeat 103Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  104. 104. Website Analytics - Pageviews & Bounce Rate Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 104
  105. 105. Weekly Sales & Marketing Reporting 105Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  106. 106. Final Thoughts… 106Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  107. 107. Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 107
  108. 108. Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 108
  109. 109. Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 109 Register online http://info.harmony-healthcare.com/harmony2014 or by phone (978) 887-8919 ext. 13 Use Promo Code AJAS to receive $50 off the ticket price Register Online
  110. 110. Questions/Answers Harmony Healthcare International (978) 887 - 8919 www.Harmony-Healthcare.com amandelbaum@harmony-healthcare.com @AaronMandelbaum @Harmonyhlthcare facebook.com/HarmonyHealthcareInternational H linkedin.com/company/harmony-healthcare Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 110
  111. 111. 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 111Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
  112. 112. Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 112
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