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.

1. Growing Your Home Care
Business Online
Valerie VanBooven RN BSN
LTC Expert Publications
888-404-1513 www.LTCSocialMark.com

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. Growth Strategies
• Marketing
– Networking
– Community Involvement
– Print
– TV
– Radio
– Internet
Copyright 2012 LTCEP 888-404-1513

4. Why the Internet?
Your target audience
is? ________________
Copyright 2012 LTCEP 888-404-1513

5. Why the Internet?
Your target audience
(usually)
________________
during the day.
Copyright 2012 LTCEP 888-404-1513

6. Why the Internet?
Your target audience
has a busy
_______________.
Copyright 2012 LTCEP 888-404-1513

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. The Reality
Your target
audience is:
ONLINE
Copyright 2012 LTCEP 888-404-1513

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. 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. Networking Online
Facebook
LinkedIn
Copyright 2012 LTCEP 888-404-1513

12. Reach Referral
Sources Online
How to use LinkedIn.com.
Copyright 2012 LTCEP 888-404-1513

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. Self-Promotion
• Press releases
• Videos
• Testimonials
• Reviews
Copyright 2012 LTCEP 888-404-1513

15. Maybe It’s Your
Website?
Copyright 2012 LTCEP 888-404-1513

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. 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. 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. Wanna see what a
REALLY BAD
WEBSITE LOOKS
LIKE?
Of course!!
Copyright 2012 LTCEP
888-404-1513

20. MrBottles.com
Your website should not talk or play music,
period.
Copyright 2012 LTCEP
888-404-1513

21. Copyright 2012 LTCEP
888-404-1513

22. Submitter's 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. I've spent
two years building a web site for our business that I'm 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. I used Google to search the phrase [wedding photographer toronto] and
this site was listed on the first page. Yes, being listed on the first page is
wonderful, but it isn't 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. Copyright 2012 LTCEP
888-404-1513

25. WEBSITES THAT GENERATE LEADS
Copyright 2012 LTCEP
888-404-1513

26. Copyright 2012 LTCEP
888-404-1513

27. Copyright 2012 LTCEP 888-404-1513

28. Copyright 2012 LTCEP
888-404-1513

29. Copyright 2012 LTCEP 888-404-1513

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. Message 1:
Are you researching home care
options and are just starting?
Here, let me help.
Copyright 2012 LTCEP
888-404-1513

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. 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. Option 1: (Researcher)
Read more about the top home
care questions and answers or
watch our videos.
Copyright 2012 LTCEP
888-404-1513

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. 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. 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. Additional Components of a Lead
Generating Website:
1. Great content
2. Completely Search Engine Optimized
3. Video
4. Easy to Navigate
Copyright 2012 LTCEP
888-404-1513

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. 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. How much do you
think home care
leads really cost?
Copyright 2012 LTCEP
888-404-1513

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 LEAD
Copyright 2012 LTCEP 888-404-1513

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 LEAD
Copyright 2012 LTCEP 888-404-1513

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 LEAD
Copyright 2012 LTCEP 888-404-1513

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. Q/A
Contact Information:
Valerie VanBooven RN BSN
888-404-1513
www.LTCSocialMark.com
valerie@ltcep.com
Copyright 2012 LTCEP
888-404-1513