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Growing Your Home Care Business Using Online Techniques

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As presented at the Home Care Assoc of Florida Conference July 2012, this is the presentation by Valerie VanBooven: Growing Your Home Care Business Using Online Strategies.

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Growing Your Home Care Business Using Online Techniques

  1. 1. Growing Your Home Care Business Online Valerie VanBooven RN BSN LTC Expert Publications 888-404-1513 www.LTCSocialMark.com
  2. 2. Agenda • Quick overview of ALL growth strategies • Why the web matters • How successful agencies use the internet • Maybe it’s your website? • Getting the Phone to Ring • Leads Leads Leads • Pulling it all together.Copyright 2012 LTCEP 888-404-1513
  3. 3. Growth Strategies • Marketing – Networking – Community Involvement – Print – TV – Radio – InternetCopyright 2012 LTCEP 888-404-1513
  4. 4. Why the Internet? Your target audience is? ________________Copyright 2012 LTCEP 888-404-1513
  5. 5. Why the Internet? Your target audience (usually) ________________ during the day.Copyright 2012 LTCEP 888-404-1513
  6. 6. Why the Internet? Your target audience has a busy _______________.Copyright 2012 LTCEP 888-404-1513
  7. 7. Why the Internet? Your target audience surfs the web while at work and after hours looking for ________.Copyright 2012 LTCEP 888-404-1513
  8. 8. The Reality Your target audience is: ONLINECopyright 2012 LTCEP 888-404-1513
  9. 9. How Successful Agencies Use the Internet Successful Home Care Agencies Use the Internet…. 1. To generate leads. 2. To network. 3. To reach referral sources that seem impossible to see in person. 4. To gain visibility. 5. To promote themselves.Copyright 2012 LTCEP 888-404-1513
  10. 10. Generating Leads • Excellent website design (practical and professional is more important than stunningly beautiful.) • Great calls to action. • Easy to Understand. (Don’t Make me Think) • Creates a sense of trust.Copyright 2012 LTCEP 888-404-1513
  11. 11. Networking Online Facebook LinkedInCopyright 2012 LTCEP 888-404-1513
  12. 12. Reach Referral Sources Online How to use LinkedIn.com.Copyright 2012 LTCEP 888-404-1513
  13. 13. To Gain Visibility 1. #1 on the first page of Google.com for the RIGHT KEYWORD PHRASES. 2. Content Content Content 3. Web real-estate matters.Copyright 2012 LTCEP 888-404-1513
  14. 14. Self-Promotion • Press releases • Videos • Testimonials • ReviewsCopyright 2012 LTCEP 888-404-1513
  15. 15. Maybe It’s Your Website?Copyright 2012 LTCEP 888-404-1513
  16. 16. • What is Post Click Marketing? • What are the THREE top messages? • Are you solving a problem? • Are you too confusing/ overwhelming?Copyright 2012 LTCEP 888-404-1513
  17. 17. Don’t Judge a Book By It’s Cover? • Not applicable to your website (as much as you would like it to be) • Your website is a direct reflection of your organization, like it or not.Copyright 2012 LTCEP 888-404-1513
  18. 18. Post Click Marketing: What Happens After the Click? • I found you during a Google search. • And then I clicked on the link to your website. • And I have some constructive criticism for you: YOUR WEBSITE SUCKS.Copyright 2012 LTCEP 888-404-1513
  19. 19. Wanna see what a REALLY BAD WEBSITE LOOKS LIKE? Of course!!Copyright 2012 LTCEP 888-404-1513
  20. 20. MrBottles.com Your website should not talk or play music, period.Copyright 2012 LTCEP 888-404-1513
  21. 21. Copyright 2012 LTCEP 888-404-1513
  22. 22. Submitters comments: The only reason I know about this site is because it came up as an ad in Gmail, meaning that someone actually paid real money to advertise this web site. Ive spent two years building a web site for our business that Im not ashamed of (most of the time). This site makes me want to put my eyes out with a hoof pick…Copyright 2012 LTCEP 888-404-1513
  23. 23. I used Google to search the phrase [wedding photographer toronto] andthis site was listed on the first page. Yes, being listed on the first page is wonderful, but it isnt enough. Your site has to look at least as good as the competition — especially the sites listed above and below you.Copyright 2012 LTCEP 888-404-1513
  24. 24. Copyright 2012 LTCEP 888-404-1513
  25. 25. WEBSITES THAT GENERATE LEADSCopyright 2012 LTCEP 888-404-1513
  26. 26. Copyright 2012 LTCEP 888-404-1513
  27. 27. Copyright 2012 LTCEP 888-404-1513
  28. 28. Copyright 2012 LTCEP 888-404-1513
  29. 29. Copyright 2012 LTCEP 888-404-1513
  30. 30. 3 Messages 3 Options Your WEBSITE must SHOW the BEWILDERED adult child of an aging parent that YOUR AGENCY or FACILITY has the SOLUTION TO THEIR PROBLEMS.Copyright 2012 LTCEP 888-404-1513
  31. 31. Message 1: Are you researching home care options and are just starting? Here, let me help.Copyright 2012 LTCEP 888-404-1513
  32. 32. Message 2: Are you done with your research, but are now wondering about: a. pricing b. trustworthiness c. how to pay for care Here, let me help….Copyright 2012 LTCEP 888-404-1513
  33. 33. Message 3: Want to speak with one of our friendly, professional team members now? Great! Here, let me help….Copyright 2012 LTCEP 888-404-1513
  34. 34. Option 1: (Researcher) Read more about the top home care questions and answers or watch our videos.Copyright 2012 LTCEP 888-404-1513
  35. 35. Option 2: (Closer to Deciding) Here is the average cost and availability of services in our area, and here are some of the ways people pay for this type of care.Copyright 2012 LTCEP 888-404-1513
  36. 36. Option 3: (Wants to Talk) Call us now or fill out our form and we will call you!Copyright 2012 LTCEP 888-404-1513
  37. 37. Components of a Lead Generating Website: 1. Great call to action- clear. 2. Clutter minimized. 3. Simple, easy options. 4. Follows up automatically.Copyright 2012 LTCEP 888-404-1513
  38. 38. Additional Components of a Lead Generating Website: 1. Great content 2. Completely Search Engine Optimized 3. Video 4. Easy to NavigateCopyright 2012 LTCEP 888-404-1513
  39. 39. If you aren’t getting good quality leads from your online presence (ie our website), consider updating, changing, or starting fresh. You are losing business to the competition!Copyright 2012 LTCEP 888-404-1513
  40. 40. Cost? You do not need to spend 10K on a GREAT website. Get a GREAT website in your budget range, that brings new business to your door.Copyright 2012 LTCEP 888-404-1513
  41. 41. How much do you think home care leads really cost?Copyright 2012 LTCEP 888-404-1513
  42. 42. Cost of Leads • Eldercarelink: $20 per lead • 10 viable leads in one month ($200) • You close 1 lead. • How much did you REALLY pay per lead? $200 PER LEADCopyright 2012 LTCEP 888-404-1513
  43. 43. Cost of Leads • ServiceMagic: $25 per lead • 10 viable leads in one month ($250) • You close 2 leads. • How much did you REALLY pay per lead? $175 PER LEADCopyright 2012 LTCEP 888-404-1513
  44. 44. Cost of Leads • Leads from YOUR website: • 15 viable leads in one month ($600) • You close 8 leads. • How much did you REALLY pay per lead? $75 PER LEADCopyright 2012 LTCEP 888-404-1513
  45. 45. Next Steps 1. Evaluate Your ONLINE marketing plans. Is it working? 2. Calculate your ROI. 3. Talk to an expert and find answers.Copyright 2012 LTCEP 888-404-1513
  46. 46. Q/A Contact Information: Valerie VanBooven RN BSN 888-404-1513 www.LTCSocialMark.com valerie@ltcep.comCopyright 2012 LTCEP 888-404-1513

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