Setting a few simple marketing goals for 2015 can have a huge impact on your lead generation. In fact, sources in the senior care industry estimate that as much as 50 percent of new leads are generated through the Internet! No matter where you work in the industry – independent living, assisted living or continuing care retirement communities –following these few simple tips will help generate more leads online.
Your phone number and contact page should be easy to find on your website. Using a contact form will also give you an opportunity to capture valuable information about potential customers, including an email address and name. A phone number is also important. Some people prefer the immediate response of calling in to have questions answered promptly. If it’s difficult to find contact information, you risk losing valuable leads who will bounce off your page. Also make sure that someone is quickly following up with any leads that do contact you. Letting an email go unanswered for too long will likely result in lost business.
Marketers are all too aware of the hot buzz word of content marketing. But before diving in and just churning out content, take a step back to create an effective strategy. Look at your site to identify holes in your content. What kind of information do your customers and potential customers need and want? What kind of information are your competitors sharing? Don’t forget to make content easy to share, too. Using social plug ins encourages readers to share the content with friends and family on social media or via email.
If you have great content and your contact information is highlighted clearly on your website, but no one can find your site in the search engines, you will miss out on leads.
Each page on your website should have a keyword focus and you should use these keywords strategically in the meta data and on-page copy. If you aren’t familiar with search engine optimization, it may be worth contacting an agency to help you determine an effective strategy. Choosing the right target keywords for your site is important. You’ll want to blend both broader terms with high search volume with long-tail keywords with smaller search volume into your strategy. For example, “senior living” is likely too broad, will be difficult to rank for and will bring irrelevant traffic to your site. But “Miami senior living” (or whatever appropriate local modifier) is likely to bring in more targeted searchers to your site.Google Keyword Planner is a free tool available to help you generate keyword ideas and see the local search volume of each keyword. Keep in mind that you’ll likely want to work local modifiers into your search strategy if your services are only available in specific geographic areas.
A paid media campaign will help compliment your organic efforts. The great thing about a paid media campaign is that you can set your own budget and start small. If you are new to paid search, consider hiring a professional to set up a campaign for you. If you are starting a new campaign by yourself, start with a few basic campaigns. Make sure you are taking users to a relevant page on your site – not just the homepage. Google AdWords is a great place to start, but you may also want to consider Bing or Facebook Advertising.
Paid advertising allows you to target keywords you aren’t necessarily ranking for while choosing specific geographic regions. It’s also a good idea to set up a branded campaign for your own company name. Even if you are already ranking in the first spot for your company name – and it’s likely you already are – using a paid search campaign for branded keywords will capture additional visitors and is shown to increase the click thru rate for both the paid and organic listing.