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HOME CARE LEADS WEBINAR


 VALERIE VANBOOVEN RN BSN
     GEORGE NOVOSON
    LTCSOCIALMARK.COM
Agenda
   Learn the most cost
effective way to generate
  online leads for your
  home care business.
STOP THE INSANITY OF INEFFECTIVE
 ONLINE MARKETING IN 2012
Things to STOP doing in 2012:
• Yellow Pages
• Super Pages
• Banner Ads
• Bad Websites
• Print Ads that have NO ROI.
• Buying leads that never convert.
• Letting a company who does NOT know your industry run
  your PPC campaign.
START SMART
        ONLINE MARKETING IN 2012
Definition of smart marketing.
(doing something that you can measure and know EXACTLY your ROI)


Things to START doing in 2012:
• Update that old website (I’ll show you what that means)
• Fix your SEO. (I’ll show you how)
• Start a marketing program that gives you the following:
    •   REAL Leads exclusive to your office.
    •   Social Media that reaches your local market.
    •   Page 1 results on Google
    •   Video video video
    •   Content content content
    •   Everything is tracked and reported FOR YOU.
HERE’S HOW IT WORKS
       STEP-BY-STEP
Step 1:
Take a hard look at
budget and goals for 2012

Where are your current
marketing dollars going?
HERE’S HOW IT WORKS
       STEP-BY-STEP
Step 2:
Look at your current
website.

REALLY look at it!
HERE’S HOW IT WORKS
        STEP-BY-STEP
Step 3:

Build a website that
CONVERTS.
WHAT DOES A LEAD GENERATING
 WEBSITE REALLY LOOK LIKE?
What does a lead Generating Website Really
                Look Like?
What does a lead Generating Website Really
                Look Like?
HERE’S HOW IT WORKS
          STEP-BY-STEP
Step 4:
Install tracking codes and
phone numbers on
website.

The ONLY way to REALLY know if your
program is working is to record every call
and note “lead” vs “employment call”
PHONE CALLS VS
  REAL LEADS
HERE’S HOW IT WORKS
       STEP-BY-STEP

Step 5:
Implement a combination
of organic and pay-per-
click strategies.
HERE’S HOW IT WORKS
          STEP-BY-STEP

Organic:
•   Search Engine Optimized Website
•   Blog posting
•   Video blogs
•   Proprietary Backlinking Strategy
HERE’S HOW IT WORKS
          STEP-BY-STEP

Pay-Per-Click
•   Have the right tracking codes and
    conversion codes on your website.
•   Use the RIGHT keywords. (not what
    you might expect!)
•   Have the RIGHT ads.
HERE’S HOW IT WORKS
          STEP-BY-STEP

Step 6:
•   Track everything.
•   Have a team call once per month.
•   Use a team that knows your industry
    inside and out.
•   Do NOT use a generalist.
HERE’S HOW IT WORKS
          STEP-BY-STEP

Step 7:
•   Give it time.
•   Nothing on the internet happens
    overnight.
•   Even PPC takes time to “gel”.
•   Be patient.
•   Be consistent.
PAY-PER-CLICK – IS IT WORTH IT?
Yes, if you consider the following.
1. It must be managed by a person or team who
   knows PPC backwards and forwards.
2. It must not be managed by a generalist group.
3. Your website must enhance the ppc campaign
   and work with it to increase conversions. (not
   just any old website will do!)
4. You must be able to track and calculate
   conversions and leads.
OTHER IMPORTANT COMPONENTS
     OF LEAD GENERATION
1. Videos
2. Blog Posts
3. Social Media Accounts
4. Google Places
5. Avoiding Follow Up Failure
6. Participating at some level.
7. Reporting.
LEAD CARE/ FOLLOW UP FAILURE

 So your social media
and internet efforts are
       working:
How to Avoid Follow Up
       Failure.
AVOIDING FOLLOW UP FAILURE
A common theme:

Prospect calls office, prospect put into
database, mailed information, speaks to some
knowledgeable person in the office, asks about
pricing, says will call back in a few days after they
have had time to review the materials.

• They never call back.
• They have sticker shock.
• Will try for 6 months to do it as a family. (care for an aging loved
  one)
• Lead is lost in a sea of insanity in the office.
AVOIDING FOLLOW UP FAILURE
HERE’S WHAT REALLY
  HAPPENED……
• They never call back.
• They have sticker shock.
• Will try for 6 months to do it as a family. (care for an aging loved
  one)
• Lead is lost in a sea of insanity in the office.
• Another provider took the time to put that person on their
  ENEWSLETTER LIST, and sent them an invitation to connect on
  their blog, Facebook Biz page, and more.
• 6 months later, your competition is serving the client and has
  established trust, credibility and rapport with the family.
“LEAD CARE” FOR CONSUMERS
Lead care eliminates follow up failure by
involving the family in the “online
communication” that your company
provides.
• They are connected with you in an
  informative and friendly way.
• You grow your fan base.
• You are there when the
  daughter/wife/sister/niece/daughter-in-
  law/family needs you.
“LEAD CARE” FOR
          REFERRAL PARTNERS
Lead care eliminates follow up failure by involving
your referral sources in the “online
communication” that your company provides.
They are connected with you in an informative and
friendly way.
You grow your fan base.
They stay well connected in more ways than one.
ULTIMATE RESULTS/ NO BS
888-404-1513
george@ltcep.com
valerie@ltcep.com

    888-404-1513
  LTCSocialMark.com
 MySeniorService.com

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Home Care Leads Webinar with Valerie VanBooven- January 2012

  • 1. HOME CARE LEADS WEBINAR VALERIE VANBOOVEN RN BSN GEORGE NOVOSON LTCSOCIALMARK.COM
  • 2. Agenda Learn the most cost effective way to generate online leads for your home care business.
  • 3. STOP THE INSANITY OF INEFFECTIVE ONLINE MARKETING IN 2012 Things to STOP doing in 2012: • Yellow Pages • Super Pages • Banner Ads • Bad Websites • Print Ads that have NO ROI. • Buying leads that never convert. • Letting a company who does NOT know your industry run your PPC campaign.
  • 4. START SMART ONLINE MARKETING IN 2012 Definition of smart marketing. (doing something that you can measure and know EXACTLY your ROI) Things to START doing in 2012: • Update that old website (I’ll show you what that means) • Fix your SEO. (I’ll show you how) • Start a marketing program that gives you the following: • REAL Leads exclusive to your office. • Social Media that reaches your local market. • Page 1 results on Google • Video video video • Content content content • Everything is tracked and reported FOR YOU.
  • 5. HERE’S HOW IT WORKS STEP-BY-STEP Step 1: Take a hard look at budget and goals for 2012 Where are your current marketing dollars going?
  • 6. HERE’S HOW IT WORKS STEP-BY-STEP Step 2: Look at your current website. REALLY look at it!
  • 7. HERE’S HOW IT WORKS STEP-BY-STEP Step 3: Build a website that CONVERTS.
  • 8. WHAT DOES A LEAD GENERATING WEBSITE REALLY LOOK LIKE?
  • 9. What does a lead Generating Website Really Look Like?
  • 10. What does a lead Generating Website Really Look Like?
  • 11. HERE’S HOW IT WORKS STEP-BY-STEP Step 4: Install tracking codes and phone numbers on website. The ONLY way to REALLY know if your program is working is to record every call and note “lead” vs “employment call”
  • 12. PHONE CALLS VS REAL LEADS
  • 13. HERE’S HOW IT WORKS STEP-BY-STEP Step 5: Implement a combination of organic and pay-per- click strategies.
  • 14. HERE’S HOW IT WORKS STEP-BY-STEP Organic: • Search Engine Optimized Website • Blog posting • Video blogs • Proprietary Backlinking Strategy
  • 15. HERE’S HOW IT WORKS STEP-BY-STEP Pay-Per-Click • Have the right tracking codes and conversion codes on your website. • Use the RIGHT keywords. (not what you might expect!) • Have the RIGHT ads.
  • 16. HERE’S HOW IT WORKS STEP-BY-STEP Step 6: • Track everything. • Have a team call once per month. • Use a team that knows your industry inside and out. • Do NOT use a generalist.
  • 17. HERE’S HOW IT WORKS STEP-BY-STEP Step 7: • Give it time. • Nothing on the internet happens overnight. • Even PPC takes time to “gel”. • Be patient. • Be consistent.
  • 18. PAY-PER-CLICK – IS IT WORTH IT? Yes, if you consider the following. 1. It must be managed by a person or team who knows PPC backwards and forwards. 2. It must not be managed by a generalist group. 3. Your website must enhance the ppc campaign and work with it to increase conversions. (not just any old website will do!) 4. You must be able to track and calculate conversions and leads.
  • 19. OTHER IMPORTANT COMPONENTS OF LEAD GENERATION 1. Videos 2. Blog Posts 3. Social Media Accounts 4. Google Places 5. Avoiding Follow Up Failure 6. Participating at some level. 7. Reporting.
  • 20. LEAD CARE/ FOLLOW UP FAILURE So your social media and internet efforts are working: How to Avoid Follow Up Failure.
  • 21. AVOIDING FOLLOW UP FAILURE A common theme: Prospect calls office, prospect put into database, mailed information, speaks to some knowledgeable person in the office, asks about pricing, says will call back in a few days after they have had time to review the materials. • They never call back. • They have sticker shock. • Will try for 6 months to do it as a family. (care for an aging loved one) • Lead is lost in a sea of insanity in the office.
  • 23. HERE’S WHAT REALLY HAPPENED…… • They never call back. • They have sticker shock. • Will try for 6 months to do it as a family. (care for an aging loved one) • Lead is lost in a sea of insanity in the office. • Another provider took the time to put that person on their ENEWSLETTER LIST, and sent them an invitation to connect on their blog, Facebook Biz page, and more. • 6 months later, your competition is serving the client and has established trust, credibility and rapport with the family.
  • 24. “LEAD CARE” FOR CONSUMERS Lead care eliminates follow up failure by involving the family in the “online communication” that your company provides. • They are connected with you in an informative and friendly way. • You grow your fan base. • You are there when the daughter/wife/sister/niece/daughter-in- law/family needs you.
  • 25. “LEAD CARE” FOR REFERRAL PARTNERS Lead care eliminates follow up failure by involving your referral sources in the “online communication” that your company provides. They are connected with you in an informative and friendly way. You grow your fan base. They stay well connected in more ways than one.
  • 28. george@ltcep.com valerie@ltcep.com 888-404-1513 LTCSocialMark.com MySeniorService.com