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VANHA 2011 Spring Conference presentation for improving the online marketing capabilities for senior living service providers.
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“Is Your Website Working Hard Enough?”
2011 VANHA Spring Conference
6/8/11
Ron Fink
Today’s conversation:
• Web is the center of the universe
• Importance of optimization
• Website assessment checklist
• Helpful tools
• Key takeaways
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Audience Poll
• Mkting. for a community?
• Mkting. to a community?
• Satisfied with website performance?
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20 years ago
More change in next 10 yrs. than last 100
Shift in customer behavior/expectations
– Empowered
– Educated
– Internet savvy
– Collaborate using WOM and social media
– 85% of consumers shop online
(Forrester Research)
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The “New Marketing”
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• No shouting, interrupting or repeated advertising
– Prior to the web, attract attention by advertising and media PR
– Now the web has changed these rules.
Everyone is the media, Everyone is a publisher
– Technology has enabled connections/removed barriers
– Can reach prospective buyers directly
– Buyers can speak directly to you
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Why has this happened?
– Avoid interruption and intrusion
– Consumer wants more control
– No one wants to be “sold”
– Informed Engaged
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It’s not about how muchadvertising you do…
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It’s all a matter ofTRUST
Consumers trust each other more than they do marketers
Web Is At the Hub
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In the Beginning…
• Digitized print documents w/o functionality
• Mid-90’s HTML brought life todigital text (links, navigation bars)
• Technological advances/higher utility
• Higher consumer expectations
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…Now a Necessity for Every Business
• Most powerful vehicle for marketing/communications
• Fast/easy/timely communication with millions
• Transformed the speed of company/brand growth
• Building the site is easy; measuring yoursuccess and taking action on it is harder
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Web Is At the Hub
• SEO/SEM
• Content
• Mobile
• Video
• Social Media
• Analytics
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The Web Strategy
• Provide relevant information
– Attract visitors
– Nurture to become a lead
– Convert leads to customers
– Use content to optimize website
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Growing a Successful Web Presence:
– Invest in search– manage SEO (links, listings, keywords, content)
– Invest in social– after you are found, promote your expertise with what others say about you
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8 Point Website Assessment Checklist
• Website goals
• Define audience personas
• SEO
• Content creation
• Social media
• Offers & landing pages
• Lead nurturing
• Measurement & analysis
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Establishing Website Goals Checklist Point #1
• What do you want it to say?
• How do you want to communicate it?
• Who are you trying to reach?
• What action(s) do you want them to take?
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Take a Look At Your Website
• Does it read more like an ad than a helpful resource?
• Focus less on your company. . . and more on the problems and needs of the people you are trying to reach
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What are you selling?
• Physical– Location
– Room sizes
– Furnishings
– Dining services
– Amenities
– Pricing
• Emotional Well Being– Credentials
– Expertise
– Reputation
– Brand promise
– Problem solving capabilities
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Who is your audience? Checklist Point #2
• Prospective residents
• Caregivers
• Influencers
• Each audience has a persona
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Buyer Personas
• Name
• Age
• Gender
• Family info
• Company role
• Hobbies
• Job frustrations
• Marketing Mary
• 40-45
• Female
• Married, 2 kids
• Marketing Director
• Reading, Tennis
• Lack of marketing budget
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Website Pyramid Trifecta
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Analyze
Convert
Get Found
Step 1---Getting Found
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Analyze
Convert
Get Found
Search Engine Optimization (SEO) Checklist Point #3
– On-Page
• Modifications to the pages on your website
– Off-Page—
• Links from external sources
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On-Page SEO—(25% of the equation)
• Keywords– Right ones?
– Where are they being used?
• Images– Too many? Too few?
– Use of Alt tags
• Internal links– Reference other website pages & resources
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Off-Page SEO (75% of the equation)
• Organic search– Your relevant content enables people to find you
• Paid search– Putting your name/description around other’s content
– Pay per click when visitors go to your website
• External links – Online recommendations
– Organizations, business partners, social media
• Directory listings (free and paid)
• Pages indexed in Google
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Content Is King Checklist Point #4
• “anything created and uploaded to a website” (Content Rules)
– Words, images, photographs, videos, webinars, blogs, white papers, ebooks, podcasts, tools
– Outposts off the website—such as Facebook, Twitter, Linkedin and You Tube
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3 Ways To Deliver Content
• Paid media--advertising inserted next to another’s content.
• Owned media--brand-created content
• Earned media-- getting someone else to provide content about a brand
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More and more businesses are blogging
– Businesses are now in the minority if they do not blog. From 2009 to 2011 the percentage of businesses with a blog grew from 48% to 65%.
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Blogs are generating real customers
– 57% of companies using blogs reported that they acquired customers from leads generated directly from their blog
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Online Video On the Rise
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• 20% inc. from 2009
• Grow another 24% thru 2015
Video Over Text
• Powerful communication vehicle
• Effective for SEO
• Websites with video are 53x more likely to appear on the first page of Google and can increase click-through-rate up to 200% (Forrester Research)
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Nature’s Edge Assisted Living, Port St. Lucie, FL
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Number of Smartphone users will rise by nearly 50%
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• 1 in 4 in US use a Smartphone
• 15% of 55+ use a Smartphone(Nielson Company)
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Mobile-Web Integration
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Get Serious About Social Media Checklist Point #5
• Social media is the use of web-based and mobile technologies
to turn communication into interactive dialogue.
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SM Is the Rage
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Over 600 million users. 22% increase in unique visitors over 2010.
Over 75 million usersTweeting about 140 million times/day
Over 90 million users.22% increase in unique visitors over 2010
$1.2 billion = 2011 social media marketing spend
28% = increase over 2010Forrester Research, Inc.
Usage Is Projected to Grow
• 67% of Americans w/ Internet access are projected to be using social networks at least once a month by 2013 (Emarketer)
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Social Media and the Seniors Market
• Boomer caregivers are more reliant onsocial media than boomers in general (Pew Research)
– 50+ 47% use SM (22% last year)
– 65+ 26% use SM (fastest growing segment
WHY?)
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Step 2---Convert Visits-Leads-Customers
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Analyze
Convert
Get Found
Create the offer Checklist Point #6
• Providing something of value in exchange for contact info/interest/sale
• Match offers to stage of sales funnel– Initial—10 questions to consider…
– Middle—Selling your home resource kit, prize for touring
– Advanced—2 months free rent for signed leases by…
• Initiated from CTA on the home page
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Offer Example
Create the landing page
• Where they arrive to request the offer
• Must convince the user on the value of the offer
• Page should “go naked” (no links or navigation)
• Keep the form short and simple
• Don’t make the user think
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Landing Page Example
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Create a Lead Nurturing Strategy Checklist Point #7
• Follows Home Page Offer>CTA>Landing Page
• Series of emails to your leads
• Automatically triggered by prospect’s previous requests
• Up to 5 over 60 days after initial action taken
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Lead Nurturing is a progression
• Email flow should pull leads through the sales funnel
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Step 3----Analyze Results and Adjust Checklist Point #8
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Analyze
Convert
Get Found
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Website Performance Metrics
• Track sources of traffic (direct, organic, referrals, social media)
• Initial actions taken (Opens, page views, click throughs)
• Converted to desired CTA ( leads & sales)
• Lead nurturing success tracking
• Track the success of your blog
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Some Helpful Tools
• Website Traffic Calculator
• Google Analytics/HubSpot– Website Grader
– Keyword Grader
– Page Grader
– Lead tracking/nurturing
• Blog Analytics
• Social Media monitoring
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Some Helpful Tools
• Website Traffic Calculator
• Google Analytics/HubSpot– Website Grader
– Keyword Grader
– Page Grader
– Lead tracking/nurturing
• Blog Analytics
• Social Media monitoring
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Key Takeaways
• Consumer interface has changed
• Web strategy marketing focus
• Use content to promote expertise
• Social media, mobile & video are web enhancers
• Create offers and follow up
• Establish measurement analytics
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Ron Fink
Call me: 804.968.5131 Email me: [email protected] /blog: strategicdriven.comConnect with me: facebook.com/ronfink1
facebook.com/strategicmarketingsolutionsNetwork with me: linkedin.com/in/ronfink1Tweet me : @sms_ron
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Obtain copy of presentation at:www.slideshare.net/RonFink1
or email:[email protected]