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Make your website a lead generation machine for new senior living residents

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Wondering how digital marketing can help your assisted living company? Learn how we increased Milestone Senior Living's occupancy 11.8% in nine months and you can do the same.

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Make your website a lead generation machine for new senior living residents

  1. 1. Make Your Website a Lead-Generation Machine for New Residents EAGAN HEATH
  2. 2. Are Seniors Online? And what about their families?
  3. 3. ARE SENIORS ONLINE? http://www.pewinternet.org/2017/05/17/technology-use-among- seniors/ “67% of adults ages 65 and older say they go online”
  4. 4. ARE SENIORS ON SMARTPHONES? http://www.pewinternet.org/2017/05/17/tech-adoption-climbs- among-older-adults/pi_2017-05-17_older-americans-tech_1-01/
  5. 5. ARE SENIORS SEARCHING ONLINE? • Search is the top online information-gathering resource for boomers and seniors https://www.thinkwithgoogle.com/consumer-insights/reaching- todays-boomers-and-seniors-online/
  6. 6. ARE SENIORS ON SOCIAL MEDIA? • Social networking sites are used by the majority of boomers/seniors daily with more than half following a group or organization on a social platform. • Facebook ranks #1 as the most used social network. https://www.thinkwithgoogle.com/consumer-insights/reaching- todays-boomers-and-seniors-online/
  7. 7. ARE SENIORS WATCHING VIDEOS ONLINE? • Over half of boomers and seniors watch online video • with YouTube reported as the preferred site with 82% of video watchers using it. https://www.thinkwithgoogle.com/consumer-insights/reaching- todays-boomers-and-seniors-online/
  8. 8. Preparing Your Website for More Visitors
  9. 9. Prepare to Measure Your Results
  10. 10. Google AdWords & Bing Ads Pay Per Click (PPC) Advertising
  11. 11. http://wmky.org/post/golden-age-radio-debut-july-2
  12. 12. The Process • 1000 Impressions • 50 Clicks (for $10 cost per click) • 1 Conversion (or lead) • = $500 lead
  13. 13. https://www.statista.com/statistics/267161/market-share-of-search- engines-in-the-united-states/
  14. 14. Bing Ads • More than 1 in 5 searches in the US are on Bing • More commonly used among older people • Import Google Ads once you’re created them
  15. 15. What’s the difference between browsers and search engines? Safari, Bing, Internet Explorer, Yahoo
  16. 16. https://www.theatlantic.com/business/archive/2015/03/people-who-use- firefox-or-chrome-are-better-employees/387781/
  17. 17. Search Engine Optimization (SEO) Organic results over time
  18. 18. WHERE DO SEARCHERS CLICK?
  19. 19. Time to gather the data
  20. 20. The Process Measure Improve Measure
  21. 21. Manual Rank Testing
  22. 22. Paid SEO Tool Rank Tracking
  23. 23. Site Structure ▰Home page is most important for local businesses ▰Each location or service should probably have its own page ▰Any page you want to rank should be 1 click away from the home page ▰Each page should target a distinct phrase or set of related
  24. 24. MANY WEBSITES…
  25. 25. MANY WEBSITES…
  26. 26. TITLE & DESCRIPTION: BAD EXAMPLE
  27. 27. TITLE & DESCRIPTION: BETTER EXAMPLES
  28. 28. Clean URLs ▰Use real words, specifically keywords and hyphens ▰Exclude stop words (the, a, as) ▰Keep short ▰Don’t includes dates
  29. 29. Clean URLs ▰Use keywords ▰Keep short
  30. 30. Images ▰Rename before uploading ▰Use keywords and hyphens ▻Best-assisted-living-Madison-WI ▰Resize and compress before uploading (well under 1 MB)
  31. 31. Images ▰Describe images using alt attributes, and try to work in keywords ▻“Heritage Senior Living in Madison WI”
  32. 32. Images (WordPress Media Library)
  33. 33. Headers ▰Use keywords ▰Ask/answer questions ▰Make h1 tag the primary header ▰Break subsections up with h2, h3, etc.
  34. 34. Body Text ▰Use keywords and synonyms in the first sentence and paragraph ▰Don’t “stuff keywords” throughout the page ▰Write long content
  35. 35. Body Text https://backlinko.com/search-engine-ranking
  36. 36. Body Text https://backlinko.com/search-engine-ranking
  37. 37. Internal Link Anchor Text
  38. 38. Internal Link Anchor Text
  39. 39. “We do use internal links to better understand the context of content on your sites. John Mueller Google (2015) https://youtu.be/i_xnKznRNCc?t=45m5s
  40. 40. Business Listings Ensure your business info is accurate, complete & verified
  41. 41. Google My Business
  42. 42. Google My Business
  43. 43. Google My Business ▰Verify your listing ▰Upload keyword-optimized images ▰Ensure business information is correct and matches the website ▻Name, Address, Phone #, Hours,
  44. 44. Google My Business ▰Ask for Reviews ▰Create link using WhiteSpark Google Review Link Generator ▰Respond to reviews ▰Try out the new Posts feature
  45. 45. Web Aggregators ▰Submit, claim and correct your listings on the web’s 4 main data aggregators ▻Infogroup ▻Neustar ▻Factual ▻Axciom
  46. 46. Web Aggregators ▰You can also use paid 3rd party services to submit your info: ▻Moz Local ▻BrightLocal ▻Yext
  47. 47. Other Listings / Citations
  48. 48. Other Listings / Citations ▰Create them if they’re missing ▰Delete any duplicates ▰Fix any that are incorrect ▻Name, Address, Phone #, Hours, etc. https://moz.com/learn/seo/citations-by-category#AssistedLiving
  49. 49. Link Building Why & how to earn links from other websites
  50. 50. Link Building https://ahrefs.com/ blog/on-page-seo/ From Ahrefs “On Page SEO: A (2M Keyword) Data Driven Analysis”
  51. 51. Link Building ▰Business Listings ▰Social Media Profiles ▰Guest Blog Posts ▰Partners, business associations, vendors ▰Earned Media & PR (like HARO)
  52. 52. Link Building
  53. 53. Link Building
  54. 54. Blogging & Content Creation
  55. 55. Content & Linking Strategy
  56. 56. Content & Linking Strategy Location Page #1 Blog Topic #2 Blog Topic #1 Blog Topic #3 Home Page
  57. 57. ▰Questions you commonly hear ▰Questions people are asking online ▰Solutions you’ve found to problems in your industry ▰Create detailed how-to guides and resources What to blog about
  58. 58. How to generate ideas https://answerthepublic.com/
  59. 59. https://answerthepublic.com/
  60. 60. Technical Considerations Things to get right include speed and mobile-friendliness
  61. 61. ▰All text should be “crawlable” by Google ▰Your pages should load quickly (under 3 seconds) ▰They should be fantastic on mobile https://search.google.com/test/mobile- friendly ▰You want a secure site now: https ▰Redirect any pages you delete or move Technical Considerations
  62. 62. Facebook Ads Reach people in your target demographics
  63. 63. ARE SENIORS ONLINE? • Social networking sites are used by the majority of boomers/seniors daily • with more than half following a group or organization on a social platform. • Facebook ranks #1 as the most used social network. https://www.thinkwithgoogle.com/consumer-insights/reaching- todays-boomers-and-seniors-online/
  64. 64. Targeting: Location – 25 mile radius around: Woodruff, Tomahawk, Stoughton, Rhinelander, Hillsboro, Faribault, Eau Claire, Eagle River, and Cross Plains Age – 60+ Gender – Female Potential Reach – 100,000 Blog Ad: Facebook Goal: Traffic
  65. 65. YouTube Ads Use video to tell your story and spark interest
  66. 66. ARE SENIORS ONLINE? • Over half of boomers and seniors watch online video • with YouTube reported as the preferred site with 82% of video watchers using it. https://www.thinkwithgoogle.com/consumer-insights/reaching- todays-boomers-and-seniors-online/
  67. 67. • Target by “Custom Intent Audiences” • Target by demographic • Remarket to people who came to your website but didn’t contact you
  68. 68. Google Display Ads
  69. 69. Results
  70. 70. 11.8% Occupancy Increase in Nine Months
  71. 71. THANKS! eagan@getfoundmadison.com https://www.linkedin.com/in/eagan-heath/ Text GETFOUND to 66866 for the slides https://getfoundmadison.com/

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