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Visiting angels final presentation
- 1. Visiting Angels Georgia State University Fall 2018
- 2. Introduction
- 3. Strategic Objectives Search Engine Optimization 1. Google Analytics 2. 3 SEO firms to consider a. ChoiceLocal b. Web.com c. Seoteric Social Media Marketing: 1. How to create an effective Facebook Ad 2. Types of Ads 3. Analytics
- 4. Search Engine Optimization (SEO)
- 5. SEO Goals 1. Optimize search engine ranking 2. Customize local website 3. Employ company that can aid in capturing local leads
- 6. Actionable Items 1. Analyzed Visiting Angels Google analytics 2. Researched 3 SEO companies A. ChoiceLocal B. Web.com C. Seoteric
- 7. GOOGLE ANALYTICS ● Most searches done from 10am -4pm ● 65% desktop users, 30% mobile users ● Weekly users < 100 ● Low user retention
- 9. Factors to consider when selecting an SEO firm ● Review the SEO firm’s previous work, case studies, and reviews. ● Reliability, are they trustworthy? ● Good social media presence ● Price ● Easy to track their progress.
- 10. SEO Company Reviews: Choice Local Pros ● Specializes in Assisted Living Marketing ● Their average assisted living client received $12 in new customer revenue for every $1 they invest. ● Provide marketing automation solutions that include strategies to follow up with existing and potential customers to improve lead rates by 21% and retention rates by 18%. ● Helps clients hire qualified and compassionate specialized nursing staff through their recruitment services. ● Strong Facebook and Twitter Presence Issues ● The analytics and reporting are on a monthly basis ● Does not offer a free trial or test period ● Pricing and packaging is not transparent on website
- 11. Web.com Pros ● Creates web content to pique visitor interest ● Provides Google Analytics-integrated tracking software ● Offers Online Business Listing ● Offers 30-day (limited) money-back guarantee Issues ● Typos on the website content ● No trial periods ● Not enough information about the services and products ● No backup-related services that users can purchase ● No migration policy
- 12. Seoteric Pros ● Conversion Rate Optimization ● Google Adwords and Google listings ● Social Media services ● Internal Customer Dashboard ● No long-term contracts Issues ● Separate SEO and Social media Packages ● Fairly new company
- 13. Comparative Chart Choicel Local Web.com Seoteric Progress tracking ★ Trial Period Back up Info Specialized services
- 15. Social Media Goals 1. Increase brand awareness and purchase intent 2. Gain a better understanding of the target market 3. Use social media advertising to attract & hire meaningful employee’s
- 16. Actionable Items 1. Establish a social media presence by utilizing social media advertising 2. Run Facebook Ad campaigns and use the analytics
- 17. What makes a great Facebook Ad? 1. Visual a. Quality image (1080 x 1080 resolution) b. Treated more favorably in Facebook’s algorithm 2. Relevance a. Ad needs to be relevant to target market 3. Value Proposition a. What value are you providing to consumer with your Ad? 4. Call to Action a. Ad must have a clear call to action b. Example: “visit our website”
- 18. Recommended Ad Types ● About Visiting Angels Ad ○ Informative ● Testimonial Ad ○ Shows success of business ● Video Ad ○ Most engaging
- 19. About Visiting Angels Facebook Ad Example
- 20. Testimonial Visiting Angels Facebook Ad Example
- 21. Instagram Visiting Angels Ad Example
- 22. Facebook Ads Manager ● Marketing Objectives ○ Brand Awareness - most interested ○ Traffic - destination sending ○ Lead Generation - drives sales leads ○ Video Views - increases video views ● Audience ○ Demographic ○ Detailed Targeting ● Budget ○ $1,000/monthly ● Connect to Instagram
- 24. Detailed Targeting Recommendations To find potential customers (Audience 1) ● Gender: Women ● Age: 35-65+ ● Relationship status: ■ Married ■ Divorced ■ Widowed ● Life Events: ○ Away from family ● Parents: ○ With adult children (16-26) ● More Categories: ○ Personal Care & home service needs To find interested employee’s (Audience 2) ● Gender: ALL ● Age: 18-45 ● Education: ○ Level: ■ High school Graduates ■ In College ○ Field of study: ■ Nursing School ● Interests: ○ Business & Industry: ■ Health Care
- 25. Analytics for Facebook and Instagram 1. Run two different campaign ads for a month a. Example: i. Visiting Angels About Ad ii. Visiting Angels Testimonial Ad 2. Use the detailed targeting tool to target different demographics with each ad a. Example: i. Audience 1 ii. Audience 2 3. Observe the analytics i. Adjust targeting based on results
- 27. Immediate Actions ACTION FROM SEO: 1. Have a meeting with Seoteric ACTION FROM SOCIAL MEDIA: 1. Start running ad campaigns on Facebook
- 28. Questions?Thank you for your time!
- 29. References Images: Visiting Angels Logo Image: http://angelcaregiving.com/ SEO Logos Image: https://brittspolitical.wordpress.com/2011/08/02/out- searched-the-trouble-with-selective-search-results-in-a- global-world/ Social Media Logos: https://pngtree.com/free-png- vectors/social-media-icons
Editor's Notes
- SEO notes: Objectives based on communication with Mrs. Campbell, Find a company that can meet all these objectives and more 2. Customize local website through testimonials, update blog and utilize local FB page 3. Capture leads by posting adds
- ( first bullet point) This information is important and could also give insight on whether there may need to be a person at that time in office ready to receive phone calls in case someone was interested and had questions after looking online. (second bullet point) This is important because although 65% were desktop users the others were on mobile devices and tablets and as we addressed previously the mobile site does have a couple of issues that those users may be facing.
- ( weekly users) The image on the left of the screenshot shows that there are less than 20 users on the website on a weekly basis, which adds up to a monthly total of just over 70. I think that this image is eye opening and could be improved drastically with the help of an SEO company and keywords that would help score higher in organic searches. ( user retention) most important slide because it shows how many users were interested after first visit
- Creates web content to peak visitor interest which is key to increasing sales Web.com has Google Analytics-integrated tracking software, which enables the client to see how Web.com’s SEO efforts are working Has online business listing that allows the client to have an online listing and map placement. The company creates listings unique to the client’s business so the client can be found however customers are searching, whether it’s on iPhones, Androids or PC’s. Issu Does not provide enough information about the services and products According to one of the client reviews, “a fair amount of the information was found in Network Solutions which is the parent company of Web.com. The documentation provided for Web.com users seemed like an afterthought that was never really completed”. The client, as the end user, is responsible for backing up its’ website. The client is also responsible for maintaining those backups. No migration policy - when transferring out of Web.com, the client is responsible for backing up and moving out all of your data.
- PROS: Conversion Rate Optimization: helps with creating stronger message, clearer content, and better call to action “Warms up your website” through content creation The research and select keywords that will help in future campaings and help rankings on google listings They also provide social media services Internal Customer Dashboard helps SEOteric keep up with how you are doing and how you need to engage to get better results. They offer month-by-month agreements, so that it keeps them focused on performing well each month and doing their best on your project to keep your business. They create a long-lasting value, not a quick fix. Each of their services has a specific person or team assigned to it, which allows them to excel at what they do. ISSUES: -Packages are separate that are paid for at different costs. This can become expensive. (SEO service that we thought was geered more towards Visiting Angles liking ranges from $300-$1000.) (Social Media Service package we would recommend is $500). -Developed in 2006, may not have the same experience as other SEO companies that have been around longer.
- Please change “Action” title to the actual recommendation from each team and list details underneath.