The Perfect Storm for Quality Lead Generation for Home Care and Senior Service Providers

Marketing Home Care Online Using the Right Formula for Lead Generation and Credibility Building

By Valerie VanBooven RN BSN, Owner LTC Expert Publications LLC, http://www.ltcSocialMark.com

Over the last few years the way we market our businesses has changed dramatically. Keeping up with those trends and changes can be challenging for even the most savvy entrepreneurs and marketers.

Having immersed our business and our priorities in figuring out the challenging landscape of online marketing and lead generation for home care providers and other senior service providers, we have come to some very important conclusions about the process, the tools, and the requirements of the team , in order to see success.

Here are my observations for the best formula for lead generation and online marketing for home care, elder care, and senior service providers:

Website or Landing Page:

The website or landing page that home care agencies are directing traffic to must have the following:

1. A COMPELLING call to action. This means that there is an opt-in box to collect email addresses and names on the home page of the site, and there is a REALLY good reason for the consumer to WANT to give you that information.

2. Search Engine Optimization throughout the site.

3. Social Media integrated into the home page and throughout the site.

4. Contact information clearly displayed on the home page and throughout.

Social Media Marketing:

1. A comprehensive Done-for-You Social Media Marketing program that includes 13 account set ups (well beyond Facebook and Twitter), and all content provided for the home care agency.

2. Participation and team commitment to contributing events, programs, and agency highlights to the social media marketing team.

3. Weekly Blogging and account maintenance. Keyworded content.

Videos:

1. Multiple short videos submitted weekly to 40 accounts under different titles, keywords, and descriptions.

Local Business Listings

1. 9-10 local business listings on various submission services, all keyworded correctly, and with additional content as allowed to maximize the effectiveness of the listing.

E-Newsletter Marketing

1. A branded and customized e-newsletter with dynamic content sent out to all prospects, clients, and professional referral sources on a monthly basis (minimum). All of this can be Done-For-You and integrated with website or landing page.

Article Marketing

1. Monthly article keyworded correctly- sent out to over 40 article marketing sites. Rotate titles, content, description and keywords.

Acute Need : The Owner/Marketer Needs to Have a Good Understanding of the Process

Online marketing and lead generation is a complicated task. As experts in this area we know that the owner or marketing professional must understand some aspects of the tremendous amount of work involved in producing visible results.

This means that the website, social media program, video submission, blogging, e-newsletter process, business listings, and article marketing programs not only all work together, but also require consistency, relevancy, and a continuity.

Content must build upon itself over a period of time. Perfect lead generation for quality leads is not an “instant gratification” game like Pay-Per-Click, and I’d dare say that in most cases, Pay-Per-Click does not commonly produce quality leads, especially if proper “follow up” procedure is not in place.

Tracking to Calculate Effectiveness and Return on Investment

1. Google Analytics must be on the back side of the website or landing page in order to accurately measure visibility of the site on the internet, keyword usage, and “findability”.

2. In-house tracking. Each home care agency must be willing to commit to asking every lead and every inquiry, “where did you hear about us?”, and record that data in a measureable format so that the data can be analyzed for effectiveness at 2 months, 4 months, 6 months. Without this piece, there is no good way to determine true return on investment.

Summary

Using this exact methodology with participation from the home care agency, I anticipate that after 4-6 months, the home care agency will find that 20%-30% of their leads and inquiries and referrals will be completely internet driven.

At that time, it’s safe to say that a significant decrease in yellow pages and print advertising can save marketing dollars. A decrease in Pay-Per-Click advertising should also be implemented once the complete social media campaign has been effective.

For more information attend one of our free webinars. The schedule is posted at http:.//ltcsocialmark.com