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Is Your Website Working Hard Enough?

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

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

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  • 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 2
  • 3. Audience Poll • Mkting. for a community? • Mkting. to a community? • Satisfied with website performance? 3
  • 4. 20 years ago More change in next 10 yrs. than last 100 4
  • 5. Shift in customer behavior/expectations – Empowered – Educated – Internet savvy – Collaborate using WOM and social media – 85% of consumers shop online (Forrester Research) 5
  • 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. 6
  • 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 7
  • 8. Why has this happened? – Avoid interruption and intrusion – Consumer wants more control – No one wants to be “sold” – Informed Engaged 8
  • 9. Consumers trusthow much It’s not about each othermore than they do marketers advertising you do… It’s all a matter of TRUST 9
  • 10. Web Is At the Hub 10
  • 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 11
  • 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 12
  • 13. Web Is At the Hub • SEO/SEM • Email • Content • Mobile • Video • Social Media • Analytics 13
  • 14. The Web Strategy• Provide relevant information – Attract visitors – Nurture to become a lead – Convert leads to customers – Use content to optimize website 14
  • 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 15
  • 16. 8 Point Website Assessment Checklist • Website goals • Social media • Define audience personas • Offers & landing pages • SEO • Lead nurturing • Content creation • Measurement & analysis 16
  • 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? 17
  • 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 18
  • 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 19
  • 20. Who is your audience? Checklist Point #2• Prospective residents• Caregivers• Influencers• Each audience has a persona 20
  • 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 21
  • 22. Website Pyramid Trifecta Analyze Convert Get Found 22
  • 23. Step 1---Getting Found Analyze Convert Get Found 23
  • 24. Search Engine Optimization (SEO) Checklist Point #3 – On-Page • Modifications to the pages on your website – Off-Page— • Links from external sources 24
  • 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 25
  • 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 26
  • 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 27
  • 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 28
  • 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%. 29
  • 30. Blogs are generating real customers – 57% of companies using blogs reported that they acquired customers from leads generated directly from their blog 30
  • 31. Online Video On the Rise• 20% inc. from 2009• Grow another 24% thru 2015 31
  • 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) 32
  • 33. Nature’s Edge Assisted Living, Port St. Lucie, FL 33
  • 34. Interactive Conversational Video 34
  • 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) 36
  • 37. Mobile-Web Integration 37
  • 38. 38 38
  • 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. 39
  • 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) 41
  • 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?) 42
  • 43. Step 2---Convert Visits-Leads-Customers Analyze Convert Get Found 43
  • 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 44
  • 45. Offer Example 45
  • 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 46
  • 47. Landing Page Example 47
  • 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 48
  • 49. Lead Nurturing is a progression • Email flow should pull leads through the sales funnel 49
  • 50. Step 3----Analyze Results and Adjust Checklist Point #8 Analyze Convert Get Found 50
  • 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 52
  • 53. Some Helpful Tools• Website Traffic Calculator• Google Analytics/HubSpot – Website Grader – Keyword Grader – Page Grader – Lead tracking/nurturing• Blog Analytics• Social Media monitoring 53
  • 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 55 55
  • 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 56
  • 57. Obtain copy of presentation at: www.slideshare.net/RonFink1 or email: ron.fink@strategicdriven.com Ron FinkCall me: 804.968.5131Email me: ron.fink@strategicdriven.comWebsite /blog: strategicdriven.comConnect with me: facebook.com/ronfink1 facebook.com/strategicmarketingsolutionsNetwork with me: linkedin.com/in/ronfink1Tweet me : @sms_ron 57

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