REACHING TODAY’S SENIORS & THEIR FAMILIESDIGITAL MARKETING FOR THE SENIOR CARE INDUSTRY

Marketing obsessed husband & father of these 2

I’ll Be Your Speaker

Agenda1. Traditional vs.

Content Marketing2. 7 Steps to Market

Your Business Online

3. Q&A

So, you better be giving it all she’s got, Captain

Content Marketing is the Final Frontier

Identify Your Target Audience

Veterans 1925 – 45

65 - 85

Boomer 1946 – 60

50 - 64

Gen X 1961 – 81

29 - 49

Gen Y 1982 – 02

8 - 28

Customer Focused Communication The days of

disruption are over Can you provide

your potential customers a solid without ‘expecting’ something in return?

Be Friends FirstEmotional response influences buying behavior.

The foundation of all of your marketing efforts

1. You Still Need a Website

Website Must-Haves Must be mobile friendly Phone number big & easy to

find Easy to understand navigation Contact forms Clear conversion paths (tell

them what to do) A way for you to easily

add/manage content

Let’s get them when they are in a buying mood.

2. SEO (Search Engine Optimization)

Search is the Holy Grail

Local searches lead 50% of mobile visitors to visit stores within 1 day

Get ‘em while they are in buying mood

Long haul Mobile search is huge

right now

Keyword Research How do your

customers search for you?

Pick the phrases that fit

Google Keyword Planner

Content is KingGame of Thrones style.

Google rewards websites with volumes of content

Write informative articles, use keywords

Become a ‘reference’ site, traffic ensues

Get liked, get shared, get commented, get retweeted…get engagement

3. Get Social

Ground Rules Be brief Be funny Be controversial Use images & videos Keep it fresh

Pick Your Poison

Where do your customers hang out most?

Pick 1 or 2 and run with it.

Facebook YouTube Twitter LinkedIn Instagram Snapchat Pinterest Google +

Facebook Formula Create a Business Page Invite Your Friends Start Posting Boost Posts Create Ads

You Must Use Facebook Ads Case study: Wedding Photographer

Video is no longer an option, it is essential.

4. Unleash the Power of Video

Educate, Engage & Inspire We live in a snack

culture Video teaches, while it

entertains Video has many lives

Social Search Your Website

They’re talking about you whether you like it or not.

5. You Better Monitor Your Reputation

Emotion Causing Commotion Google your name/business

name constantly Try Google Alerts

Claim all review profiles www.reviewtrackers.com Respond to all feedback

professionally Actively solicit positive reviews

Can’t know where you’re going if you don’t know where you’ve been.

6. Be Sure to Track Your Results

Market, Track, Repeat Monitor your engagement If nobody’s digging it,

change it up Google Analytics

recommended

Repeat business and referrals are really, really cool.

7. Keep Your Customers Close

Keep ‘Em in the Loop Get a CRM

Contactually Email Newsletters still work

MailChimp Know your clients

(Oddball)

Ventura County Seniors Marketing Plan

OUTBOUNDDirectory WebsiteContent Marketing

Blogs, articles, videos

Social Media OutreachEvents/Tradeshows

INBOUNDMonthly Meetings

Networking Education Connections Referrals

Please ask away.

Q&A