2. Pamela LockardFounder/CEO, DMN3Scott ConeDigital Strategy and Development, DMN3
3. House Keeping
4. House KeepingGet Your Complimentary OnlineMarketing Assessment Report
5. House KeepingAsk questions as we go orsave for the end
6. House KeepingWebinar slides and recording
7. TodayCurrent relevant internet trendsProcess for Improvement & Best PracticesPractical things you can do right now
8. TodayCurrent relevant internet trendsProcess for Improvement & Best PracticesPractical things you can do right now
9. Begin with the End in MindVisitors Leads Enrollments
10. QuestionsHow many new members do we want to acquire online?What’s the current online user experience?What needs to change to increase conversions?What are competitors doing?
11. The Value of IncreasingOnline EnrollmentsSiteVisitors Leads Conversion1% 30%57,500 575 173CurrentOct -Dec
12. The Value of IncreasingOnline EnrollmentsSiteVisitors Leads Conversion2% 30%57,500 1,150 345Oct -Dec2013 AEPGoalAdditional Enrollments - 172Annualized Gross Revenue Increase - 172 X $1,674 = $287,928$11,160 annual revenue/member X 15% gross profit = $1,674 gross profit per new enrollee$288k in incremental value delivered byboosting leads & conversion from 1% to 2%
13. Medicare Advantage Enrollments willIncrease 50% in 10 Years*$145 Billion2013* Bloomberg, June 5, 2013$250 Billion2023
14. Future Success Depends on EngagingDigitally Savvy Boomers
15. Are Current Seniors Online?
16. The Answer is Yes!40.2MPopulation20.9MOnline14.5MDigital VideoViewers14.5MSocial NetworkUsersSource:eMarketer“Seniors Online VenturingFurther Into Digital”March 201352% of 65+adults areonline
17. Use of Search Enginesof Seniors online use a search engine togather information on a topic of interest
18. Top Search Subjects
19. Key Search Value Drivers
20. Online Video Generates Action
21. Content Is Exploding
22. Content Evolution
23. Social Channels Used Daily by Most
24. Facebook is Leading Social Channel
25. Tablets Rule
26. Tablet Adoption Among Boomers/SeniorsSource: Pew Research,Tablet Ownership June 2013
27. Mobile Use Growing
28. TodayCurrent relevant internet trendsProcess for Improvement & Best PracticesPractical things you can do right now
29. Where Do You Start?
30. Audit Your Current Online Presenceand Performance
31. Source: Search Engine Watch report August 2012 Note the descriptions ofboth the paid ads and theorganic results.
32. Paid Search: 6% of the clicks
33. Organic Search:94% of all clicks % of Clicks byPosition forInsuranceIndustry: #1 = 64% #2 = 12% #3 = 5% # 4+ = 19% Source: Search Engine Watch report August 2012
34. Your online competitors could bedramatically diﬀerent
35. Who Currently Visits Your Site?Source: Quantcast, February 2013
36. What Brought Them There?
37. What Actions Do They Take?Oct 1, 2012 – Oct 31, 2012Register for a Seminar (Goal 17 Completions): 25Call Me | Form Submission (Goal 18 Completions): 3Contact Us | Non-Member (Goal 12 Completions): 19Form Completion | PDF Download (Goal 5 Completions):56
38. What Do They Do When There?
39. Evaluate Usability Challenges
40. Selective Attention ExperimentWatch ThisVideo
41. Usability Best Practices Consistent Interaction Features Scanability and Readability Persuasive Design Simple Navigation/Structure
42. Consistent Interactions
43. Consistent Interactions
44. Scanability and Readability
45. Scanability and ReadabilityUsers scan in anF pattern and dothis in under 5seconds.Think “billboard”instead of“brochure”.Study’s show weread only 28% ofa web page
46. Scanability and ReadabilityClear visualandmessaginghierarchy
47. Improve Scanability and Readability Keep content concise (usethis readability test tool tosee how you’re doing) Use headings to break uplong articles Help readers scan quickly(inverted pyramid writingstyle) Use bulleted lists and textformatting (bold, italics) Use easy-to-read fonts Give text blocks sufficientspacing and white space Use strategic visuals toguide your readers
48. Persuasive Design
49. Persuasive Design
50. Simple Navigation and Structure
51. 9 Most Common Usability Mistakes Not clear where to click/what’s clickable Content difficult to scan No visual cues toinformation hierarchy Not following usability/accessibility guidelines Visual noise Opening extra windows/PDFs Users get lost Poor navigation/linktitles Registration required toview content with nowarning
52. Key Take Aways:- How many site visitors turn into leads?- How many leads convert to anenrollment?
54. Research Your Online Competitors
55. How Do They Measure Up?
56. Key Take Aways:- What are the gaps in what we’re doingvs. competitors?- What is the low-hanging fruit?
57. Develop Your Plan
58. Consider the Entire DigitalMarketing Ecosystem
59. TodayCurrent relevant internet trendsProcess for Improvement & Best PracticesPractical things you can do right now
60. Five Ideasfor Immediate Enrollment Results
61. MIDDLEContactMeSeminarsLive ChatContactSalesENROLLCreate Content and Offersfor Buying Stages1On DemandVideosEARLYWhitePapersTestimonialsBlogSeminars eBook/GuidesFAQsKits
62. Testimonials and Rich Content1
63. Add Landing Pages on your Website2eBooks FAQsTestimonialsSeminarEnrollments
64. 7 AppsThat Will Changethe Way YouDo MarketingThe ProductivityHandbook forBusy MarketersCreate Amazing Content Titles3Conversion First TimeName Views Rate SubmissionsThe Productivity Handbook for Busy Marketers 7,233 32.3% 3107 Apps That Will Change the Way You Do Marketing 37,636 51.7% 2,716White Paper Test Results776%Increased Submissions by
65. Use Thank You Pages forAdditional Calls to Action4HOME SOLUTION DEMO CONTACT
66. Match the Landing Page Headlineto the Corresponding CTA5Attend a local FREEMedicare Advantageseminar.XYZ CompanyFacebook AdLanding Page
67. Where Do We Go From Here
68. • FREE Website and Digital Presence EvaluationContact Information:Pam Lockard1-800-625-8320,Ext. 200Scott Cone1-800-625-8320,Ext. 241Get Your FREE OnlineMarketing Assessment Report