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1. Definition2. Why Online Marketing?3. Methods4. How to get started5. Measuring online marketing
What is Online Marketing?
• Marketing of Products and Services online• Includes e-mail, wireless• Includes both technical and creative sides
What you already know
• Seniors are growing in number• More seniors online than ever before• Seniors and their children have
disposable income
Seniors lag, but are catching up
Source: Pew Research Center, Generations 2010 Report
Senior Activity
Seniors are now more likely to:
• Use Internet for Research
• Use Social Networks• Listen to iPods• Watch online video
Source: Pew Center Research, Generations 2010 Report
Senior Activity
US Internet Users 55+
• In 2010, 16 million people 55+ were on a social network
• As of 2011, 27.4 million people + were on a social network
Source: ComScore, February 2011
Facebook Growth by Age (US)
Source: Facebook’s Social Ads Platformhttp://facebookflow.com/interesting-facebook-demographic-statistics/
Projected growth rates of user bases in Facebook over one year from 1/4/2010 to 1/4/2011
What is so special about Internet Marketing?
1. Growth- Always connected- Lower entry costs- Social Media
- Easier to click - Push v. Pull
What is so special about Internet Marketing?
2. Targeted- Niche websites - Eg. Senior living sites, medical sites, retirement home seekers - Send e-Newsletters to key demographics- Small or large audiences
What is so special about Internet Marketing?
3. Measurable - Track clicks from marketing campaigns- Free Tracking Tools (Google Analytics)- Track website visitors - Visitor’s location - Actions taken - Which pages viewed
What is so special about Internet Marketing?
4. Worldwide Reach
Anywhere,Anytime
What is so special aboutInternet Marketing?
5. Viral
Friends tell friends viaTwitter, Facebook, etc.
Source: InternetWorldStats.com
What are seniors doing online?
Seniors look for credibility
Source: Pew Center Research, Generations 2010 Report
Internet MarketingMethods
Banner Ads
Search Engines
Search Results
Search Results
Directory
Directory
Social Media
Social Media & Generations
Source: Pew Center Research, Generations 2010 Report
Methods Summary
•Banner Ads – Web 0.1
•Search Engines – Web 1.0
•Targeted Directory – Web 1.5
•Social Media – Web 2.0
All clicks were not created equal.
Cost Per Click (CPC) Ads
Placing a “Sponsored” search ad on Google and Yahoo!
1. Identify and select Keywords2. Set your daily budget and
max keyword bid amount3. Create your ad
• Headline• Description text• Web address
Search Engine Marketing (SEM)
AdwordsCost per
ClickMonthly Traffic
Retirement Homes $3.87 1.2 Million
Ohio assisted living $3.41 12,100
Columbus assisted living
$3.58 1,900
Source: Google Adwords Traffic Estimator Toolhttps://adwords.google.com/o/targeting/Explorer
Pay Per Click can
get expensive
Search Engine Optimization (SEO) Process
Source: Hitwise.com, March 2011
Search Engine Use
Step 1: Identify Keywords
Goal: What words/phrases do peopleuse to search?
Include general, geo-targeted and niche terms. Ohio retirement home
Alternate Phrases - Google Adwords Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal
SEO Step 2: Create the Content
• Optimize existing content– Include keywords in Page Titles, Headings, body text– Keywords in web address
www.tyndallestates.net/about-tyndall-retirement-home.html– Focus on several keywords only
• Eg. “retirement home independent living”
• Include geographic terms– Eg. “Columbus Retirement Home”
• Include a Site Map on your Site
SEO Step 3: Linking
• Inbound links• Get quality links from:
• Industry Association websites• Online Directories• Senior Living Writers and Blogs
• Link quality
DirectoryListings
Why get listed on a Directory?
• Directories are prominent on first page search results
• Can see everything at once• Can also improve your rankings• When people search, where are you?
Marketing Price Models
Pay Per Click (PPC)– Unlimited potential cost– Safe from paying a lot for a little– Click Fraud
Fixed Price – ie: RetirementHomes.com Directory- Fixed, predictable cost- Higher targeted traffic- More traffic means lower cost per conversion
MeasuringOnline Marketing
What the terms mean
• Hits: Each file requested
• Page Views/Impressions:Each time a web page is loaded
• Unique Visitors: The number of peoplewho visited the site
Measurement ToolsCompete.com (free) compares the estimated traffic activity
Summary
• Internet Marketing overtaking traditional• Get your site optimized for search engines• Pay Per Click can be expensive• Directories can be a cost-effective option• Do your research• Measure the results!
About RetirementHomes.com
• Service offerings:– Online Directory– Staffing– Marketplace– Senior Living Resource
• Search Engine Optimization (SEO)– Get better Google rankings
• Web Design
Twitter.com/News4Retirement
Facebook.com/RetirementHomes
YouTube.com/user/RetirementHomes
Questions?
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