Valerie VanBooven's Marketing for Senior Service Providers

A Great Article that Explains Why You are Paying too Much for Home Care Leads or Assisted Living Leads

Many of you have used Yodle or ReachLocal for your PPC campaigns to get home care leads or assisted living leads. This article explains exactly why you are paying too much if you are using these businesses.

All credit goes to the folks at Keyword Connects.

Although you are probably NOT a home remodeler, this post applies to ANY business owner!

http://www.keywordconnects.com/blog/bags-of-clicks/

“Bags of Clicks” = Bags of **** (Part 1)

Many remodelers over the last few years have told me about sales pitches from companies like ReachLocal and Yodle. And while I understand their sales pitches to be slick and well-choreographed, these firms make a number of claims that are dubious at best.

But the one aspect of their sales pitches that is most egregious is what I call the “Bag of Clicks.” The pitch goes like this:

“We can get your Web site found on major search engines, like Google. You don’t have to do any of the work. We’ll do it all for you. We choose the words, write the ads and even give you a page for visitors to find you. All you have to do is buy a “bag of clicks”. And the more clicks you buy, the more visitors will visit your Web site. And the more visitors you get, the more leads you get!”

The concept sounds so simple and easy to grasp. A “bag of clicks.” What’s not to like?

Here’s what—this program is likely way too expensive for your business.

And here’s why. It forces you to assume that all clicks are created equal. Fact is, all clicks are NOT created equal. Not by a long shot. Let me explain.

You might get a “great” click from your “bag of clicks” as a result of a search query on Google like “window contractor, Rumson NJ”. If you’re a windows dealer in Rumson, NJ, you’d love to host a visitor to your Web site who had searched on this term.

But from that same bag of clicks, you will also get clicks from visitors who searched on terms like:

“car window repair”

“Microsoft windows 7”

“Window washer”

“eyes are the window of the soul”

Yikes. Obviously the folks who are typing in those search queries aren’t interested in home remodeling. And they’re not interested in new windows for their home. They well may not even be homeowners. Yet you’ve just paid to host their visit to your Web site….out of your “bag of clicks.”

If that seems rather wasteful and ineffective to you, pat yourself on the back. You’re right. All clicks are indeed not created equal – yet through your “bag of clicks”, you’re paying (a lot!) for all them.

What can you do? I’ll explain how to deflate your “bag of clicks” in my next blog post.

http://www.keywordconnects.com/blog/bags-of-clicks/
Regards,

Valerie VanBooven RN BSN

Owner/ Managing Partner

LTC Expert Publications
Phone: 888-404-1513
Email: valerie@ltcep.com

• Click here for SUPPORT
• Ask me about COACHING
• Visit our WEBSITE

Posted via email from Marketing Elder Care and Marketing Senior Services

Video: Online Marketing for Assisted Living Facilities, Home Care Agencies and Senior Service Providers

Online  Marketing for Assisted Living Facilities, Home Care Agencies and Senior Service Providers

An educational Webinar sponsored by Perfect Placement Solutions, LLC, featuring LTC Expert Publications Founder Valerie VanBooven

Learn the basics you need to harness the Internet and acquire more clients from an online program.

-Can families find you online? What works best?
-Does the design of your Website work for you or against you.
-The importance of Google Maps and how to master it
-Social media, what should I really be doing now that is useful?
-Why Video is extremely important for marketing online?
-Who's is winning the Internet battle in your territory? Are you in the game?
-Does the person answering phone in your company help or hurt turning a prospect into a sales opportunity?
-Lead nurturing, how to stay top of mind while the prospect continues to research

Whether you need new clients right now, next month or on a steady basis, building an effective and lasting Internet marketing presence and marketing program is fundamental. No other media can have such a big impact at relatively low costs compared to all other methods.

Watch the video here~

Regards,

Valerie VanBooven RN BSN

Owner/ Managing Partner

LTC Expert Publications
Phone: 888-404-1513
Email: valerie@ltcep.com

• Click here for SUPPORT
• Ask me about COACHING
• Visit our WEBSITE

Posted via email from Marketing Elder Care and Marketing Senior Services

Home Care and Assisted Living Local Businesses, Pay Attention to New Changes at Google Places

Read Write Web has a great article posted on some new changes for Google Places. They are likely more of an annoyance than anything.

If you are not sure what to do (and you are our client) please forward us any emails you receive to http://ltcexpert.zendesk.com and we will help or handle. 

Thank you!

Here's an excerpt from the article:

Google just launched a more streamlined process for updating small business listings on Google Places, but it asks forgiveness instead of permission. Instead of requiring owners to manually update the listing, Google Places will now automatically update with user-submitted info or updates to another source on the Web that Google identifies. When a listing is updated, the system will notify the business owner of the change by email.

Google touts this as a convenience and points out that a business owner can quickly log in from the email and correct any erroneous changes. But this is sort of a strange update. Google Places listings are an important way for businesses to be discovered from Web search, and business owners might not be partial to those listings updating without their expressed consent. Then again, some might feel that maintaining Google listings is a hassle, and this update will save them the effort.

Read the rest here: 

http://www.readwriteweb.com/archives/google_places_now_updates_listings_first_asks_busi.php

Regards,

Valerie VanBooven RN BSN

Owner/ Managing Partner

LTC Expert Publications
Phone: 888-404-1513
Email: valerie@ltcep.com

• Click here for SUPPORT
• Ask me about COACHING
• Visit our WEBSITE

Posted via email from Marketing Elder Care and Marketing Senior Services

Home Care and Assisted Living Local Businesses, Pay Attention to New Changes at Google Places

Read Write Web has a great article posted on some new changes for Google Places. They are likely more of an annoyance than anything.

If you are not sure what to do (and you are our client) please forward us any emails you receive to http://ltcexpert.zendesk.com and we will help or handle. 

Thank you!

Here's an excerpt from the article:

Google just launched a more streamlined process for updating small business listings on Google Places, but it asks forgiveness instead of permission. Instead of requiring owners to manually update the listing, Google Places will now automatically update with user-submitted info or updates to another source on the Web that Google identifies. When a listing is updated, the system will notify the business owner of the change by email.

Google touts this as a convenience and points out that a business owner can quickly log in from the email and correct any erroneous changes. But this is sort of a strange update. Google Places listings are an important way for businesses to be discovered from Web search, and business owners might not be partial to those listings updating without their expressed consent. Then again, some might feel that maintaining Google listings is a hassle, and this update will save them the effort.

Read the rest here: 

http://www.readwriteweb.com/archives/google_places_now_updates_listings_first_asks_busi.php

Regards,

Valerie VanBooven RN BSN

Owner/ Managing Partner

LTC Expert Publications
Phone: 888-404-1513
Email: valerie@ltcep.com

• Click here for SUPPORT
• Ask me about COACHING
• Visit our WEBSITE

Posted via email from Marketing Elder Care and Marketing Senior Services

(WEBINAR!) Online Marketing for Assisted Living Facilities, Home Care Agencies and Senior Service Providers

Join us for a Webinar on October 20, 3pm Eastern, 2pm Central, 1pm MTN, 12noon Pacific

Online  Marketing for Assisted Living Facilities, Home Care Agencies and Senior Service Providers 

An educational Webinar sponsored by Perfect Placement Solutions, LLC, featuring LTC Expert Publications Founder Valerie VanBooven 

Reserve your Webinar seat now at:

https://www2.gotomeeting.com/register/875663202

Learn the basics you need to harness the Internet and acquire more clients from an online program. 

The Webinar will cover: 

• Can families find you online? What works best? 
• Does the design of your Web site work for you or against you. 
• The importance of Google Maps and how to master it 
• Social media, what should I really be doing now that is uselful? 
• Why Video is extremely important for marketing online? 
• Who's is winning the Internet battle in your territory? Are you in the game? 
• Does the person answering phone in your company help or hurt turning a prospect into a sales opportunity? 
• Lead nurturing, how to stay top of mind while the prospect continues to research 

Whether you need new clients right now, next month or on a steady basis, building an effective and lasting Internet marketing presence and marketing program is fundamental. No other media can have such a big impact at relatively low costs compared to all other methods.

Title: Online Marketing for Assisted Living Facilities, Home Care Agencies and Senior Service Providers

Date: Thursday, October 20, 2011

Time: 3:00 PM - 4:00 PM EDT

After registering you will receive a confirmation email containing information about joining the Webinar.

Space is limited.

Reserve your Webinar seat now at:

https://www2.gotomeeting.com/register/875663202

Posted via email from Marketing Elder Care and Marketing Senior Services

Testimonial from Happy Clients!

Me and my wife had been contemplating over the start of Keith’s Quality PestControl in St. Charles, MO, but we didn’t have a clue as to where we would start. We both agreed that we would search the internet for some ideas, since everything is listed there. While we were browsing we came upon ltcep and the advice they offered on websites and how important it is to have a website to promote and advertise. We read the tips and contacted Valerie and her staff. It was the best call we ever made, my wife and I received very important and helpful information about how to manage a website as well as webinars and the do's and don’ts on posting information. I couldn’t be more pleased with the courtesy and pleasant staff she employs. Good trustworthy people are so hard to find, but we can say we have definitely found our needle in a hay stack.

Thanks for a wonderful job guys!

 

The Gladneys

 

Posted via email from Marketing Elder Care and Marketing Senior Services

Marketing Assisted Living Online: Is One Lead a Day Through Your Website a Good Thing?

We recently brought on an Assisted Living Group who have seven small facilities in a large metropolitan area. We built one website, optimized it, and add content to it almost daily.

We implemented a telephone tracking and recording system for all of their locations and a toll free number to serve the entire region.

Here are the results after 75 days. These are only calls through the recorded lines shown on their website, this does not include contact forms or any other lead source.

Tell me is this good? Would you like your assisted living facility to see these numbers every day? Without divulging the cost I can tell you that it’s less expense than ONE  “A Place for Mom” lead per month BY FAR!

This is also NOT a result of a PPC campaign, it’s all natural search engine results.

Assisted Living Leads

• 443 calls from July 20, 2011 – October 7, 2011
• 76 days
• 83 marked as leads
• 6 calls per day
• 1 lead per day
• 18.7% of calls are leads

What do you think?

Regards,

Valerie VanBooven RN BSN

Owner/ Managing Partner

LTC Expert Publications
Phone: 888-404-1513
Email: valerie@ltcep.com

Posted via email from Marketing Elder Care and Marketing Senior Services

Starting an Elder Care Business? Have the Right Online Elder Care Marketing Tools Right Now!

Starting a New Elder Care Business?

Marketing Elder Care is Becoming More Competitive Every Day!

This program sets you up for long-term success.

This program applies to:

• New Home Care Agencies
• New Geriatric Care Managers
• New Elder Law Attorneys
• New Long Term Care Insurance Agents
• New Reverse Mortgage Loan Officers
• New Elder Care Concierge Services
• New Senior Housing Placement Services
• New Assisted Living Facilities (Independent)
• New Residential Care Homes

 In order to win a new client, your online presence needs to be OUTSTANDING. (even on a small budget this is possible!)

I remember writing an article in 2008 about the "Secrets to Senior Service Success" that still circulates (and gets ripped off :/) on the internet regularly. Today we find ourselves in a tough economic environment with many people who are finding themselves in a position to start a new business, reinvent themselves, their lives, and their purpose.

For those entrepreneurs, starting a new business is usually not a "cash flow mecca". Budgets are tight and the options in the online marketing "market" are endless.

Because we have specialized in elder care marketing for so many years, and because we understand the  difficulties that many new business owners are facing, we have developed a new program that is only for the elder care business start-up.

Most online marketing programs that guarantee 1st page Google placement and leads cost thousands of dollars (and the work behind those programs is very intense!)

However, for those business owners who are willing to put some "sweat equity" into their own online programs, we will happily get you started down the road with a successful and attractive online marketing program AND provide you with our OFFLINE marketing materials for FREE as a bonus for joining us.

As your business grows, you can add our different services to your program as you can afford them, including more video, blog posting weekly,  enewsletters, Facebook Advertising, Google Adwords, and more.

So let's get back to basics. Your internet presence can be outstanding following our 299/99/9 program.

Our 299/99/9 program is defined this way:

$299 up front start up fee, $99 per month for 9 months, and then it's all yours!

1. Attractive 5 page website in your colors, using stock photos, your photos, and your logo. (Need help with a logo? We can do that too.)

2. The website is search engine optimized for your local business area.

3. Social media account set up or clean up for search engine optimization, including Facebook, LinkedIn, Twitter, YouTube channel, Google+

4. 1 Video for your Website, Voiced Over, About Your Business

Miscelaneous Cool Stuff:

• Free access to all of our online and offline marketing materials/bonuses. (TONS!)
  
• You learn how to blog post for effective reach to your local audience. (we will even show you where to get the best content when you have "writers block" or no time to post.)
  
• Any additional website pages = $50 per page.
  
• Custom changes to website are $75 per hour.
• After 9 months, website will be hosted for $19.99 per month. (so you never have to move your website, and we do back up all of our sites nightly on our dedicated servers)
  
• Moving website to another server =$425 fee after 9 months.
  
• If you want to move the website before 9 month contract is up, it's a pro-rated fee.

Sample Sites

Home Care or Care Management:
http://boiseseniorhomecare.com
http://rightathomepade.com
http://seniorhomecarenj.com
http://houston-homecare.com ($199 additional fee for this premium site)

Assisted Living or Senior Living:
http://autumngrove.com ($199 additional fee for this premium site)
http://memorycarepostfalls.com

Remember, this is an elder care business start up package price.

If you would like more services, faster 1st page Google Placement, Blogging, Google Places, Adwords, or Facebook Advertising, we will happily discuss your situation with you and give you a custom quote.

Not sure what you need? Get your free 30 minute marketing analysis and recommendations from George Novoson. (george@ltcep.com)

Ready to get started with your online elder care marketing "Business in a Box"?

Click here to make a payment. You will then get a form via email and a request to set up a time to discuss your needs.

Don't go online looking like an amateur, look like a professional organization immediately, and close more clients faster.

Regards,

Valerie VanBooven RN BSN

Owner/ Managing Partner

LTC Expert Publications
Phone: 888-404-1513
Email: valerie@ltcep.com

• Click here for SUPPORT
• Ask me about COACHING
• Visit our WEBSITE

Posted via email from Marketing Elder Care and Marketing Senior Services

A More Than Wonderful Word of Thanks from One of Our Clients

**Thank you Robert Malove, P.A. ( http://fortlauderdalecriminalatty.com) for this lovely testimonial. As a point of reference this client's website is on our new portal using new technology that gets almost instant results- ok 5 weeks as opposed to 5 months. Thank you Roland!**

Dear Valerie,

I have had a presence on the World Wide Web since 2004. I have done business with more than

my fair share of SEO consultants and web designers. Over the years, I have spent tens of

thousands of dollars expecting each new provider, i.e., self-proclaimed internet gurus, to deliver

what their predecessor promised, but failed to even come close to achieving.

To say that I was completely frustrated and bewildered would be a huge understatement. I was

so discouraged as I sat by and witnessed my website rankings plummet and saw my internet

traffic diminish. I realized that my internet generated prospective new client inquiries all but

cease to exist. I had become jaded and weary. I wondered if there was anyone I could trust

when it came to hiring an SEO provider. It seemed as though no one had any integrity anymore.

Emotionally I couldn't bear one more disappointing SEO provider experience, besides the fact

that my wallet really couldn't afford to take another hit.

Notwithstanding the pit in my stomach, I gathered up the determination to do the research and

find the provider who didn't just say they knew what they were doing, but who really and truly

knew what they were doing. Things had change. Fast! No longer was it good enough to have a

top organic ranking. I needed to find someone who in addition to getting me a top organic

ranking could also get me a top listing in the Google Maps. I knew that the odds were not in my

favor that prospective new clients would scroll all the way past the Google Maps listings before

getting to me, assuming I was fortunate enough to have a top organic listing. Without achieving

a top listing in Google Maps the traffic would be insignificant.

A few years back, I had heard about Traffic Geyser. I even became a member. At that time my

practice was doing alright and for one reason or another I didn't keep up with the program. But

as I started my quest to find a new SEO consultant, Traffic Geyser popped up again. I watched

one of their videos and they were talking about a red-headed superstar mother of triplets. I

pursued the thread and it led me to you. Still somewhat skeptical, I purchased your Google

Maps publication. I read it and was soon convinced: Eureka! I had struck gold! Valerie

VanBooven here I come!

It's hard to believe that was just five short weeks ago. Since then you and your team have

impressed me to no end. You took control of my web presence and accomplished in this short

time have what all of my previous "vendors" combined weren't able to do. When you sent me

the email the other day with a screen shot of my number 1 Google Maps listing, I was beside

myself! 

Today I found another Google Maps listing that didn't exist yesterday. How did you do

that? It was only yesterday that I sent you my Google Maps PIN. Truly unbelievable!

There are no ands, ifs or buts. You are the real deal! And what's even better? You are on my

team! Thankfully I had the persistence to find you. 

I am thoroughly impressed with your high degree of knowledge and professionalism. You are keeping your word and doing what you said you would do. It's even more exciting when I remind myself that this is only the beginning. I can't wait to see what happens.

Please have any prospective clients who are on the fence about whether to retain your services

call me and I will set them straight. The folks at Traffic Geyser were right. You are an SEO

superstar!

With sincere thanks!

Yours truly,

Robert David Malove

Attorney at Law

Posted by:

Valerie VanBooven RN BSN

Owner/ Managing Partner

LTC Expert Publications
Phone: 888-404-1513
Email: valerie@ltcep.com

Posted via email from Marketing Elder Care and Marketing Senior Services

Dear Home Care Franchisor: A Lesson from Applebee's in Internet Marketing for Local Franchisees

Having executed online marketing campaigns for local businesses in the elder care market hundreds of times over the last few years, I can honestly say that independent elder care business owners have it the easiest from a decision making standpoint (regarding internet marketing). 

Franchisors (the corporate offices) have it the hardest. Or maybe they make it hard on themselves related to a lack of knowledge about internet marketing for the Main Street, USA small business owner. It's tough out there, tougher than ever. And for fear of losing control of branding and content provisioning, sometimes the corporate office makes it harder than it needs to be.

Most franchisors have spend hundreds of thousands of dollars over the last few years building and re-building websites that become outdated in a matter of months. New technology comes along and they are back to the drawing board for their franchisees. Usually it is the franchisee that makes the demand, and rightfully so, after all, the franchisee is the one trying to make a buck and stay alive.

So the SEO expert (who is not really an expert at all and by the way does not specialize in elder care, but is in fact someone's uncle, brother, neighbor, in-law, out-law, slick talker, moon promiser or whatever) comes knocking on the door of the franchisor (corporate office)- and sells them a huge package of junk that won't make a lick of difference to the franchisee who is after all, the end user.  The franchisee prays that the franchisor is right, and goes with the program only to find in 6 months that this glorious program hasn't made them a nickel, but cost them plenty. 

Even better, the franchisor asks a panel or committee of franchisees who also know little or nothing about internet marketing to evaluate several proposals and pick one to try. The blind leading the blind in most cases.

We see it happen over and over and over again.

And here's what we've learned....

1. Internet marketing, done correctly, increases the re-sale value of a home care agency.

2. Internet marketing, done correctly, does not solely rely on the business owner to provide content, because guess what, they are busy people. 

3. Internet marketing, done correctly does in fact generate leads, but only with training, tracking, and monitoring at the grandest scale. Winging it doesn't do jack.

4. Facebook alone doesn't help. Twitter alone doesn't help. Facebook and Twitter together won't help either. There are about 20 pieces of media and accounts at a minimum that need to come together for a dominating force in a local area, add to that CONTENT, and you have a winning formula.

5. Blogging about elder care, home care, or assisted living at a national level without using local content (ie local keywords like Dallas, TX or St. Louis, MO) doesn't help the franchisee's phone ring. It might help make the corporate office's phone ring, but that doesn't impress the franchisee at the local level.

6. There are a handful of franchisors in the elder care market who really do get this whole concept and have the attitude of live and let live. And it works!

It all boils down to MAKE MY PHONE RING for the franchisee. 

My recommendation? Learn from Applebee's. They have a solid brand and a smart technique for driving local consumers to their local stores. It's all about local content that does NOT ONLY come from the corporate office.

Peter Heffring recently said this in the best way possible. He is president and CEO of Expion, a social software company that empowers retailers, brands and agencies to localize and manage their social marketing efforts. Founded in 2009, the company is privately held and headquartered in Raleigh, N.C.

Here are his observations about Applebee's from a recent post on Mashable.com

http://mashable.com/2011/10/04/facebook-local-marketers/

Local Marketing for Big Brands

---

So how can bigger brands use these [Facebook] updates to their advantage? The key is to think like a local marketer. In my company’s work with franchises like Applebee’s, we’ve learned that the most engaging Facebook content doesn’t typically come from the corporate marketing team — it comes from individual store locations. Corporate marketing is no match against the thousands of employees physically interacting with customers on a daily basis.

Tapping local employees’ collective wisdom is like being able to run hundreds or thousands of multivariate tests. Particularly savvy corporate teams have learned to track their local teams’ content, to analyze the best strategies for when, why and what to post, and then to integrate that knowledge into a broader strategy.

Not every brand has the ability or the need to implement a fully localized Facebook content strategy. However, bigger brands can learn from smaller, local companies as they market across the new Facebook.

The lesson here? It's ok to lead and let go. Local search marketing does not work from the corporate level. Let your franchisees provide their own content. Encourage them to partner a team that understands the elder care market and local search marketing. It's the right thing to do!

Regards,

Valerie VanBooven RN BSN

Owner/ Managing Partner

LTC Expert Publications
Phone: 888-404-1513
Email: valerie@ltcep.com

• Click here for SUPPORT
• Ask me about COACHING
• Visit our WEBSITE

Posted via email from Marketing Elder Care and Marketing Senior Services