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The Ultimate Guide to Online Lead Generation for Home Care, Assisted Living and Senior Service Businesses
Defining a Home Care Lead, Assisted Living Lead or Senior Service Business Lead
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A name and an email address does not make a person a lead. It is important that you understand what a lead really is. A lead is a person who has demonstrated true interest in the products or services that your senior service or home care business has to offer. In terms of online businesses, a lead is generally considered a visitor to your site that has completed a landing page form. This landing page is a specific web page that contains a form a visitor populates with contact or business information in exchange for information provided by the business. This information could be in the form of an ebook, product demonstration, webinar or product consultation, or phone call to discuss the services you provide.
Keep in mind that having a person’s email address does not truly make that person a lead for your home care or senior service business. Instead, providing this information makes that person your “contact”. Providing their email address, possibly by subscribing to an email newsletter, RSS feed or blog, the contact is giving you the opportunity to use targeted marketing efforts that will convert the contact into a legitimate elder care lead.
What is “Enough” Information?
Since the gathering of information through landing pages is a critical step in generating elder care leads, one of the first considerations by many online marketers is how much information a person should be asked to provide on a landing page. The answer to this is not necessarily straight forward. Asking for too little information could make it difficult or even impossible for you to properly target that person with marketing efforts, but asking for too much information, particularly sensitive information such as address or other personal details, may turn the prospect off and stop them from completing the form.
Many home care and senior service businesses automatically think that they should only ask for a few very basic pieces of information such as name and email address. This is too little information to really build a targeted marketing process or prioritize individual leads. You will need to compromise in order to solve this issue. When building your lead generation strategy identify the information that is necessary in order to develop a smooth and beneficial sales process. If it does not seem that certain information would be actively used by either the marketing department or the sales process, don’t include it in your contact form.
Creating a careful balance of information will help you to generate a high conversion rate and gather the information that your sales team needs in order to close transactions.
Inbound Lead Generation for Home Care, Assisted Living and Senior Service Businesses
Home Care and senior service businesses love inbound leads. Inbound marketing generates leads that are already invested in your business and have demonstrated this interest by visiting your site and willingly provided contact information. This type of elder care lead makes the job much easier for a sales and marketing team. A lead that already has some information about your senior care business or what is has to offer will already have a sense of trust in your company and perceive your company and credible much more quickly. This also means that the customer will be properly educated and have expectations that are well defined prior to making a purchase decision.
In order to truly generate senior care leads, businesses need to utilize three essential elements for productive inbound lead generation:
Landing Pages
Landing pages are specialized web pages (or your “home page”) that are created with the distinct purpose of generating leads. These pages feature contact forms that allow visitors to provide information in exchange for a valuable offer such as an ebook or report, or in some cases the simple opportunity to speak with a caring professional.
Offer
In the context of lead generation activities, an offer is content, a product or service that is perceived as valuable by the visitor and will encourage that visitor to provide contact information in order to access the offer. These generally include product demonstrations, ebooks, reports, whitepapers or free consultations.
Call-to-Action
Regardless of how well your landing page is crafted or the value of the offer, they are both useless of no one can find them. A call-to-action is a piece of text, a button, a link or an image that brings a visitor directly to your landing page. The Call-To-Action TELLS the visitor what to do next.
Lead Generation Scenario
A visitor comes to your homepage and sees a call-to-action. The visitor clicks the call-to-action and is brought to your landing page where they find information about your company and details of an offer. He sees a contact form that he can fill out in order to access the offer. He provides the information, submits the form and receives the offer. The contact information that has been provided is then used to contact the visitor and encourage conversion into a customer.
Generating Leads within Your Senior Care Web Site
Of course, if you are going to generate leads, you will need to first generate traffic. To make your calls to action, landing pages and offers actually work to generate leads for your business, you have to have people find them. The first thing to remember is that every page needs to have a relevant and compelling call to action. (Like a form in the sidebar, and a telephone number in LARGE font in the header of each web page)
Home Page: Your home page should have a call-to-action that is focused on your general products and services. This is because a wide variety of visitors will visit your home page and this is your primary opportunity to direct lead generation.
Services Pages: calls-to-action on service pages should be devised to apply to that particular service because visitors to that page are already interested in that particular service or service category.
Blog: your blog should not be intensely promotional. Instead you should offer fresh content that is helpful and offers solutions to problems or questions that consumers may have in regards to your market. This content should appeal to a wide range of consumers who utilize social media, search engine inquiries and other sources to find information about these topics. On your blog, a call-to-action that is less product-focused would be the most appropriate tactic. These calls to action are generally forms and phone numbers. They should be present on EVERY blog post.
19 Tips for Lead Generation for Home Care, Assisted Living and Senior Service Businesses
Don’t Let Your Senior Care Leads Go to Waste
As a home care marketer it is critical to remember that lead generation isn’t your end goal. Your work does not stop when the lead submits his information. Rather, your end goal is generating revenue. You have specific goals once your lead provides his information. At the top of your priority list should be getting the lead to your sales team as quickly as possible. Next is helping your sales team convert that lead into an actual customer. This is best accomplished through a process referred to as lead nurturing. This involves communicating through automated marketing messages (like a monthly newsletter) that are customized to the specific service you provide, allowing them to continue their engagement with your site. This nurturing helps to encourage the sales process and make the entire process more condensed.
Conclusion: We Love Senior Care Lead Generation!
Inbound marketing to generate home care leads can truly transform your sales and marketing efforts to support greater revenue generation. Combining calls-to-action, landing pages and offers can reduce your cost-per-lead while also increasing the value of each lead by offering a higher level of consumer education at the front end of interaction.
Don’t hesitate! Get started now to let lead generation support your ever-increasing success.
Get a plan and a website that makes sense. 888-404-1513, talk to George or Valerie at LTC Expert Publications.
LTC Expert Publications
3220 Domain St Saint Charles, MO, 63301 USA
valerie@ltcep.com • 8884041513
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