Successful SNF Marketing in a Digital Age

Successful SNF Marketing in a Digital

Age

HARMONY UNIVERSITYThe Provider Unit of

Harmony Healthcare International, Inc. (HHI) Presented by:

Aaron Mandelbaum, VP of Marketing

Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.

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Speaker Bio

Aaron Mandelbaum has been responsible for the demand generation intellectual property that has helped generate more qualified leads while decreasing the cost per lead. In addition, he has authored internal lead generation processes and has pioneered the use of inbound marketing inside the professional services industry. The results produced from this effort have placed him in the top 10% of professional services marketers for key metrics such as: blog subscription growth, Alexa ranking improvement, landing page conversions, and marketing generated pipeline.Copyright © 2014 All Rights Reserved

Objectives

The attendee will understand how the Internet has changed the way marketing and sales need to operate to be successful

The attendee will understand the components of a digital marketing and sales strategy

The attendee will receive examples of digital marketing best practices to be able to use and apply in his or her facility

Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 3

Tweet Me

@AaronMandelbaum#SNFMarketing


Successful Marketing in a Digital Age

We live in a world where our decisions are impacted by the results Google displays to us When we have a question, we search GoogleWhen we need a second opinion we turn to our favorite social media outlet


It’s a Great Time To Be a Buyer

Buyers are becoming more and more comfortable with technologyInformation is easily accessibleInterruptions are avoidablePeople aren’t open to engaging with you until they have educated themselves and are almost ready to make a buying decision



What is Marketing?

Marketing Is...

The process of communicating the value of a product or service to customers for the purpose of selling that product or

service.

Wikipedia - http://en.wikipedia.org/wiki/Marketing



What is Inbound Marketing?

Inbound Marketing Is a Methodology

Promoting a company through blogs, podcasts, video eBooks, eNewsletters, whitepapers,

SEO, social media marketing, and other forms of content marketing which serve to bring

customers in closer to the brand, where they want to be.

Inbound Marketing earns the attention of customers, makes the company easy to be

found and draws customers to the website by producing interesting content.

Wikipedia - http://en.wikipedia.org/wiki/Inbound_marketing


Inbound Marketing Is Not..

In contrast, buying attention, cold calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing, and traditional

advertising are considered “outbound marketing.”

Wikipedia - http://en.wikipedia.org/wiki/Inbound_marketing


Inbound vs. Outbound



What Are Your Marketing Goals?

Marketing Goals

To build/maintain our website?To mail brochures periodically?To generate donations?To grow our brand?To increase our census?

Is there anything that I’ve missed?



To Generate Leads?


What Exactly Is a Lead?

How Would You Define a Lead?

A sales lead is the identification of a person or entity that has the interest and authority to

purchase a product or service.

This step represents the first stage of a sales process.

The identification of the sales lead is referred to as lead generation, a process conducted by either the marketing or sales organization.

Wikipedia - http://en.wikipedia.org/wiki/Sales_lead



How Are You Currently Generating Leads?


How Can We Generate Leads From the Internet?

Generating Leads From the Internet

1. Content2. Google3. Website4. Offers5. Capture6. Qualify7. Nurture



The Way Google Thinks

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What Do These All Have in Common?

The Almighty Google

Google was founded by Larry Page and Sergey Brin while they were Ph.D. students at Stanford University

They incorporated Google as a privately held company on September 4, 1998

Google’s mission statement from the outset was “to organize the world’s information and make it universally accessible and useful

Google’s unofficial slogan is "Don't be evil"


http://en.wikipedia.org/wiki/Don't_be_evil

Google’s Algorithm

Determines the SERPs Search Engine Results Pages

Rewards good behaviorPenalizes bad behavior

http://moz.com/google-algorithm-change






Google Yourself

Google Different Search Phrases

Google a general search phrase

Google your facility’s name

Google a specific search phrase

Do You Show Up?


Google: Nursing Home in Connecticut


Google: Jewish Senior Services


Google: Jewish Nursing Home Connecticut


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3 Steps Of The Inbound Marketing Methodology

1. Get Founda) Createb) Optimizec) Promote

2. Convert3. Analyze & Repeat


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Inbound Marketing Methodology: Step 1

Get Found


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Get Found

Marketing 2.0 has changed the way organizations need to focus their marketing efforts:

1. Create; You must create dynamic, remarkable, and easily sharable content that serves the purpose of both educating and displaying expertise

2. Optimize; You must optimize your website and content for both

“On Page SEO” and “Off Page SEO”

3. Promote; You must continuously promote your content and your brand through mediums like social media


Creating Content Your Buyers Love

Solution focused not product/service basedMatch content to the buyer’s journey

Awareness - Identify Needs Consideration - Evaluate OptionsPreference - Resolve Concerns

Content is more than textCreating visual content for visual platforms


Content is King!

60% of the sales cycle is over before a buyer talks to a salespersonCreating dynamic, remarkable, easily sharable content reduces the cost per lead


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Content Can Be…

Blog articlesWebinarsNewslettersVideosWebsite resources

Harmony Healthcare International, Inc.Copyright © 2014 All Rights Reserved

The Hebrew Home for the Aged at RiverdaleNew York – www.hebrewhome.org


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Get Found – Create Content

The Buyer Persona


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1. Buyer Personas differ from your Ideal Customer Profile in that an ICP focuses on an aggregate market and a Buyer Persona focuses on an individual

2. Understanding your Buyer Personas will help you communicate effectively to the individuals and help facilitate their decision making process

3. By creating different Buyer Personas you will deliver to your audience targeted, relevant and valuable messaging

4. Create content that educates and nurtures your buyers

5. Create content that will be found in Google’s SERPs


Get Found - Create – Buyer Personas

Persona 1 (Most senior person)

Focus:

Responsibilities:

Role in decision:

Persona 3

Focus:

Responsibilities:

Role in purchase:

Persona 2

Focus:

Responsibilities:

Role in purchase:

• I Can’t…• I Can’t…• I Can’t…• I Can’t…• I Can’t…

• I Want…• I Want…• I Want…• I Want…• I Want…

• Key Marketing Message…• Key Marketing Message…• Key Marketing Message…• Key Marketing Message…• Key Marketing Message…







I Cant… I Want… Key Marketing Messages

Buyer• Do I have a problem? • How does this problem relate to

achieving my goals? • How painful is the problem? • Who does the problem impact –

departments, users, employees, decision makers?

• What are my peers doing?

AWARENESS PREFERENCEPersona Group Name:

• Description Bullet 1• Description Bullet 2• Description Bullet 3• Description Bullet 4• Description Bullet 5

Buyer• Can I ignore this? • Is there a quick fix? • Can I fix it myself? • Do I need help? • What are my choices if I need

help? • How should I evaluate alternatives? • How will others on my purchasing

committee evaluate alternatives?

CONSIDERATION

Buyer• How long will it take to get this

fixed? • How much of our time do I need to

put towards it? • How do I know the fix will work? • How disruptive will it be? • How much will it cost? • What impact will it have? • What happens if it doesn’t work?

PREFERENCE

Tulsa Jewish Retirement & Health Care CenterOklahoma – www.tjrhcc.org


Hooverwood, The Indianapolis Jewish Home, Inc. Indiana – www.hooverwood.org


Hooverwood, The Indianapolis Jewish Home, Inc. Indiana – www.hooverwood.org


Relative of a Potential ResidentRelative of a Current ResidentPotential ResidentPotential EmployeeVolunteerReferring Physician

Take a TourView CalendarSeek EmploymentVolunteerDonateContact a ResidentLearn About Adult Day Services

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One of the most cost effective and successful ways to generate new leads, educate potential buyers,

and enhance your brand recognition is:

Blog


Blogging

Blogs are essential to Inbound MarketingCompanies that blog see 55% more website traffic and 70% more leads than those who don’tFocus on your Buyer Personas primarily, not just on GoogleBlogs convert leads and demonstrate authority, expertise and trust


What Do I Blog About?

Answers to your buyer’s questionsRecent industry related newsHot topicsRevisiting old conversations and articlesGuest bloggersThought leadership


Promoting Your Blog

On your websiteOn social mediaThrough email marketingIn your email signaturesIn your professional networksOn your business cards


Analyzing Your Blog

Number of article viewsBlog subscription growthMost popular articlesInbound linksSocial sharesComments


Blogging For Google

Companies that blog have 97% more inbound links than those who don’tIncrease indexed pagesAbility to rank higher and more frequently in Google’s SERPs


Blogging Tips

Pick a great, optimized titleDiscuss 1 topic per postProvide the reader with a key takeawaySolve problemsBlog on a consistent scheduleProvide the opportunity for visitors to become leads by subscribing or “raising their hand”


Jewish Home and Care Center, Inc. Wisconsin – www.jewishseniorliving.org


Los Angeles Jewish HomeCalifornia – www.jha.org


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Get Found – Optimize

Optimize Your Content



Dynamic, Remarkable,

Easily Shareable Content


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Search Engine

Optimization


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1.On Page SEO: Is the continual process of placing targeted keywords strategically on your web pages in order to signal to search engines the meaning of your content and improve the way you are displayed on results pages

2.Off Page SEO: The number of inbound links to your website is one of the most important factors that search engines use to determine the quality of your content and display your website pages in the Search Engine Results Pages (SERPS)

a) Google’s algorithm ranks sites and content higher based on endorsements indicated by the social community

b) Endorsements are indicated by signals like “+1‘s” on Google+ and social sharing of content



Where Do the Clicks Go?


A bit here.

A little here.

A teensy bit here.

To the Organic Results



75% of people searching Google never scroll past the first page of results


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Using your Buyer Personas, script out the questions your buyers are thinking and would type into GoogleCreate content targeted at answering those questionsCreate new, targeted, website pages using those words that you want people searching Google to find you forLong tail keyword phrases


Jewish Senior Services Connecticut – www.jhe.org


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Get Found – Promote

Social Media



Is Social Media Right For You?



Out of the 56 websites that I reviewed…



59% had social media profiles visibly displayed.

More than half of you are using social media.

Well Done!



For those of you that aren’t yet using social media to engage your

audience…



There’s a good chance that your competitors

are.


Menorah ManorFlorida – www.menorahmanor.org




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Grow your social networksAdd social sharing buttons to all web content when possibleParticipate in social forumsCreate social relationships with evangelistsShare great content



Connect you to your prospectsIncrease the number indexed website pagesHelp you rank for solutions to your buyer’s concernsShare landing pages to convert visitors to leadsBuild relationshipsOffer customer serviceGrow your reachHumanize your brandProvide public endorsements & social proof


Social Media Can…

Social Media’s Big 4

TwitterThe buzz generator: more activity and need less rapport to establish a connection

FacebookThe humanizer: less frequent but more valuable updates, “like” a business page and receive their updates

LinkedInThe professional: more formal, share industry and business-focused content

Google+The search optimizer: Great for local search optimization, +1 buttons can improve click-through rates


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Convert – Generate

Leads



98% of website visitors never return to your

website

Convert

Optimizing Your Website

AttractConvertCloseDelight


Who Are You Optimizing For?

Website visitors and search enginesFocus on your Buyer Personas to get the right website visitorsWhat appeals to them most?Build an experienceTell your story through content, design and optimizationBe mindful of on-page SEO


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Jewish Senior Services – “Build an Experience”Connecticut – www.jhe.org


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How to Optimize Your Website to Generate Leads

Deliver targeted, relevant, valuable messaging and offersCreate offers for your Buyer PersonasGrow your marketing database with permission!Segment your database and subsequent marketing initiativesOptimize your website for Google and for humans


Los Angeles Jewish Home – “What Appeals Most”California – www.jha.org


Converting Website Visitors to Leads

Call-To-ActionOffer

Landing PageForm


Create Compelling Offers

The majority of website visitors are not ready to make a buying decisionCreate offers for your Buyer Persona to move them through the buying processAlways be givingAttract the right kind of website trafficProvide value and people will return


Landing Pages

Feature 1 offerWebsite pages specifically designed to convert unidentified website visitors to identifiable leadsTrade your offer for their informationLanding pages are like digital sales reps

Work for you 24/7Gather information about your leads for marketing and sales


Anatomy of a Landing Page

Conversion processWebsite call-to-actionLanding pageThank you page

Landing page frameworkClear, concise, compelling headlinesExplain the value of the offer to your buyerUse bullet pointsSelect the appropriate number of form fieldsRemove navigation and linksInclude a relevant image or videoAdd testimonials when relevantLeverage industry awards/recognitionMeasure submission rate to understand landing page’s success


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Jewish Community Housing for the ElderlyMassachusetts – www.jche.org


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Montefiore HomeOhio – www.montefiorecare.org


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Montefiore HomeOhio – www.montefiorecare.org


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Cedar Sinai ParkOregon – www.cedarsinaipark.org


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Lions Gate CCRCNew Jersey – www.lionsgateccrc.org


Convert - Email Marketing

Why Is It So Important to Grow Your Opt-In Marketing

Database?



Permission = EquitySpamming = Unsubscribe

http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business


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Target different Buyer Personas at different stages of the buying processSegment by geography, content interest, age, gender, role in decision making process Each email you send should contain an offer of valueBuild relationships: brand awareness, trust, lead generation, boost social interactionNurture relationships: drive sales, build customer loyalty, educate or up sell


12 Email Marketing Best Practices

1. Identify a specific goal2. Segment your list3. Personalize when possible4. Create consistency between “from name” & “from

email” address5. Use actionable language6. Create clear & compelling subject lines and email copy7. Write mostly in the second person8. Focus on benefits and not features9. Be brief10.Have a concise signature and footer11.Test your email12.Analyze your email


10 Important Email Marketing Metrics

1. Bounce rate2. Deliverability rate3. List growth4. Click-through rate5. Email sharing6. Conversion rate7. Revenue per email8. Open rate9. Unsubscribe rate10.Conversion rate – Most Important


5 Different Types of Emails to Send

1. Email newsletter: summary of content, news, sent out regularly

2. Email digest: tend to have a more simple design than a newsletter

3. Stand-alone email: highlight a new marketing offer

4. Lead nurturing email: great way to engage with targeted automation

5. Transactional email: tend to have high click-through rate


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Analyze & Repeat


Website Analytics - Pageviews & Bounce Rate


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Weekly Sales & Marketing Reporting


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Final Thoughts…



Register online http://info.harmony-healthcare.com/harmony2014

or by phone (978) 887-8919 ext. 13

Use Promo Code AJAS to receive $50 off the ticket price

Register Online

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Questions/Answers

Harmony Healthcare International(978) 887 - 8919www.Harmony-Healthcare.com [email protected]

@AaronMandelbaum @Harmonyhlthcare

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Harmony Healthcare International

Contact us for a freeResource Utilization Group (RUG) AnalysisA Harmony Healthcare International Medicare Utilization Analysis (RUG Analysis) is an in depth review of a SNF’s historic RUG utilization over a

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Successful SNF Marketing in a Digital Age

Healthcare

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