http://ltcsocialmark.com , 888-404-1513, Home Care Leads Webinar with Valerie VanBooven RN BSN, January 2012. Learn what it takes to generate online leads in the home care market! Youtube video replay at http://www.youtube.com/watch?v=IKJAcFuJVSQ
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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”
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.