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Working Together: Your Website, Social Media,
Email Marketing & Your Goals
Connie Parsons, COOIlluminAge Communication Partners
(Detailed Notes with Instructions - www.illuminage.com/NEHCC13)
About You?
• Home Care, Hospice, Home Health, Other?
• Franchise?• Website?• Email?• Social Media?• Paid Search?
#1 = Search Learning Objectives• Plan benefit-focused website content for multiple
audiences.• Develop an online communications program that
encourages a continued relationship with potential clients and referral sources through value-added content such as blogging an effective social mediacontent such as blogging, an effective social media presence, and email marketing.
• Identify the elements of successful organic search engine optimization and apply them to an effective web program.
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Your Audience• Families & Caregivers
8/10 have Internet
• Older Adults58% of 65+ use the Internet
• Household Income $30,000+Over 90% use the InternetOver 90% use the Internet
http://www.pewinternet.org/Static-Pages/Trend-Data-%28Adults%29/Whos-Online.aspx
What Are They Doing
Your AudienceReferral Sources
• Who are they?– Physicians, discharge planners, financial advisors, elder
lawyers, facility liaisons…previous clients and families• What do they need?
– Reducing readmissions– Maintain professional reputations
• How can you stay in touch after you have established a relationship?– Provide their services more efficiently and effectively– Linked In, Email – perhaps other social media
Peace of Mind
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Peace of Mind Audience Needs
• Why You?• How Do You Help Me?• Information…
Subject Matter ExpertReason for RelationshipSearch Engines
Sample Sites Sample Sites
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Sample Sites Flash
Calls to Action! Client Sales Cycles“I’m not ready now, but I might be later”
Email/Social Media“My friends & family are dealing with this
too.” Social Sharing“This is my job I like to keep myThis is my job, I like to keep my
professional life separate.” Linked In / Email
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Content
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Content Website Optimization
• Organic Search Engine Optimization• Local Search Engine Registration
Organic SearchOptimization Organic Search Optimization
Three Pillars of Organic Search:
• Meta Data• Meta Data• Content • Inbound Links
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Meta Data Meta Data
Value-Added Content
YOUR website should be your hub of communication –all roads lead back to it. Content on your site to makes it:• Worthy – of valuable links and shares!• Builds keywords – needed to be found in search!• Current content – considered more relevant. • Engaging – to your visitors• Supports your position as a SME• Gives you pages to optimize for more terms.
Copy for SEO• 250-500 words• One keyword/phrase
goal/page• Used in first sentence
U d th h• Used through page• SEO MOZ tip – 2-3 times
on a short page; 4-6 on a longer
• Include Geographic terms throughout
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Content Content
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Content
Inbound Links Local Search
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Local Search Results…
Results… A Moving Target
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Resources
Presentation Notes and More Resources:www.illuminAge.com/web/free-resources.htmhttp://www.illuminage.com/news/
