Is Your Agency’s Online Presence Engaging Prospective Clients?

Caring.com Digital Marketing AcademyMay 9, 2019

Welcome

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Founded in 2007, With a Social Mission

Comprehensive Directories for Senior Living and Senior Care — 83,000 Listings

“You’re there for them. We’re here for you.” 1st to Offer Award Based on Reviews

Created By Caregivers, For Caregivers

Highly Trained, Highly Skilled Team of Family Advisors & Senior Care Experts

Relevant Eldercare Information and Support — Across Portfolio of Websites

#1 for Senior Care Reviews: 220,000+ Published — Thousands Added Monthly

Presentation Agenda

•  Multi-Step Process for Engaging Clients Online-  Optimizing Online Visibility

-  Website: Emotional Engagement, CTAs

-  Technology Tips

-  Consistency Across Online Profiles

•  Q&A

•  Key Takeaways

Presenter: Amy Selle

•  Personal motto: These are the good old days

•  Marketing aging care services since 2001

•  Skilled in marketing, advertising, messaging, content, public relations, branding, website and social media

•  Serves as direct client contact on a daily basis

•  Judge for the National Mature Media Awards from 2015–2018

•  Award winner:

–  Public Relations Society of America Chicago Chapter Skyline Award for marketing healthcare services

–  Publicity Club of Chicago Silver Trumpet Award for consumer marketing campaign

AMY SELLE Co-Managing Director

corecubed

Presenter: Marissa Snook

•  Instrumental in in-home care marketing since 2005

•  Administers corecubed’s MOST program

–  In-house “concierge” for meeting MOST clients’ needs

•  Specialty in digital marketing and print advertising

•  Guides the creation of award-winning materials and processes

MARISSA SNOOK Co-Managing Director

corecubed

Engaging Prospective Clients Online

Engaging Prospective Clients Online

Engaging Prospective Clients Online is a Multi-Step Process

•  There’s not one magic bullet to make prospective clients reach out

•  There are steps that move prospective clients in your direction

Step One: Online Visibility

•  Can prospective clients find my agency online?

•  What will make prospective clients choose to visit my site?

Ways to Increase Your Agency’s Search Ranking

•  Implement ongoing SEO and SEM strategy

•  Develop new content on a regular basis

•  Regularly post engaging content on select social media platforms

•  Maintain your site

•  Actively seek to acquire links back to your website from other high quality websites

How to Stand Out in Search List

Increase odds of site visit:

•  Regularly post new content using keywords

•  Write engaging meta descriptions

•  Improve local ranking on Google / senior care reviews (Caring.com) -  5-star reviews get more visitors

-  Caring directory results rank by reviews volume; listings with 6+ reviews get more visits

Online Visibility: Agency Examples

Step Two: Site Engagement

Once at your site, do people find what they are looking for?

Are action steps clear and simple

to use?

Evaluate Your Website for Emotional Engagement

Ask Yourself:

•  Is the best front and center?

•  Are your agency differentiators clear?

•  Is there transparency as to who you are?

•  Does your site build credibility?

•  Are there clear calls to action?

Steps to Make Your Site Emotionally Engaging

•  Front load your homepage to include:

–  An emotional connection

–  Your brand’s mission

–  Your good reviews

–  Professional certifications

–  Useful information

–  Clear next steps

Make Compelling Call to Action (CTA)

Evaluate the paths people take on your site that lead to a call, email or completing a contact form.

•  corecubed client research shows:From the homepage, viewers most commonly go to either the Careers page, About page or the Services page

•  Once on the Services page, viewers head about equally to the About Us page or the Contact Us page

Heat Map Example

Create Clear Calls to Action Along Those Paths

Clear, Compelling CTAs: Agency Examples

Content Marketing: Agency Examples

Steps to Make Your Site Technologically Engaging

•  SSL certificate

•  Site speed

•  Mobile responsive

Does Your Site Have Accessibility Tools?

Beyond Your Agency’s Website

Optimizing Your Caring.com Directory Profile

Emotional Engagement:

•  High quality images with ‘people like me’

•  Detailed agency description with clear differentiators, credentials, and owner/staff insights

Social Proof:

•  High volume of great reviews

•  Caring Stars award (3 years)

Consistency and CTAs

Q& A

Key Takeaways

ExpertsinDigitalMarketingCanSupportYou

There isn’t 1 “magic bullet” for

prospective client engagement —

success requires multi-step “marathon”

Thoroughly evaluate your website &

online profiles — be emotionally

engaging; have CTAs &

differentiation

Ensure consistency across your

online profiles; use reviews to

attract and convert clients

For More Information from corecubed

Amy Selle•  Managing Director•  Amy.Selle@corecubed.com

Marissa Snook•  Managing Director

•  Marissa.Snook@corecubed.com

Contact corecubed today •  800.370.6580•  corecubed.com

Thank You!

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