successful snf marketing in a digital age - new york state ... · pdf filesuccessful snf...

Successful SNF Marketing

in a Digital Age

Presented by:

Harmony Healthcare International, Inc.

(HHI)

PPS & Case Mix Onsite Chart Audits MMQ Audits

Seminars Consulting Program Development

Mock Survey Sample RAC Reviews JCAHO

5 Star Rating Analysis

430 BOSTON STREET, SUITE 104

TOPSFIELD, MA 01983

TEL: 978.887.8919 FAX: 978.887.3738

WWW.HARMONY-HEALTHCARE.COM


Copyright © 2013 All Rights Reserved 1

Successful SNF Marketing in a Digital Age

HARMONY UNIVERSITY The Provider Unit of

Harmony Healthcare International, Inc. (HHI)

Presented by:

Aaron Mandelbaum, VP of Marketing

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 © 2013 All Rights Reserved Harmony Healthcare International, Inc. 2

Objectives

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

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

The learner will receive examples of digital marketing best practices to be able to use and apply in their facility




Tweet Me

@AaronMandelbaum

#SNFMarketing


Successful SNF 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 Google

When we need a second opinion we turn to our favorite Social Media outlet.


Harmony Healthcare International, Inc. 6

What do these all have in common?

Copyright © 2013 All Rights Reserved



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"


Google’s Algorithm

Determines the SERPs

Search Engine Results Pages

Rewards good behavior

Penalizes bad behavior

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



The Perfect Storm

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











It’s a great time to be a buyer…

Decision makers are becoming more and more comfortable with technology

Information is easily accessible

Interruptions are avoidable

People aren’t open to engaging until they have educated themselves and are ready



The Solution is: Inbound Marketing

Inbound vs. Interruption




3 Steps of an Inbound Marketing Methodology

1.Get Found

a) Create

b) Optimize

c) Promote

2.Convert

3.Analyze & Repeat

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Inbound Marketing Methodology: Step 1

Get Found

14

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

15 7




Get Found - Create

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Creating Content Your Buyers Love

Solution focused not product based

Map content to the right lifecycle stage

Content is more than text

Creating visual content for visual platforms


Content is King!

60% of the sales cycle is over before a buyer talks to your salesperson

Creating dynamic, remarkable, easily sharable content reduces the cost per lead




Get Found – Create – Content

Blog

Webinars

Newsletter

Videos

Website Resources

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Get Found – Create – Content

The Buyer Persona

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Get Found - Create – Buyer Personas

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 us communicate effectively to the individuals and help facilitate their buying process.

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

4. Create content that educates and nurtures your buyers

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

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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…





• 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…






• 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…






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 PREFERENCE Persona Group Name:

•Description Bullet 1





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

Get Found - Create

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

enhance your brand recognition is:

Blog

23

Get Found - Create



Get Found - Create

Get Found - Create

Get Found - Create



Blogging

Blogs are essential to Inbound Marketing

Companies that blog see 55% more website traffic and 70% more leads than those who don’t

Focus on your buyer personas primarily, not just on Google

Blogs convert leads and demonstrate authority, expertise and trust


What Do I Blog About?

Answers to your buyer’s questions

Recent industry related news

Hot topics

Revisiting old conversations and articles

Guest bloggers

Thought leadership


Promoting Your Blog

Your website

Social media

Email marketing

Professional networks

Business cards




Analyzing Your Blog

Number of article views

Blog subscription growth

Most popular articles

Inbound links

Social shares

Comments


Blogging for Google

Companies that blog have 97% more inbound links than those who don’t

Increase indexed pages

Ability to rank higher and more frequently in Google’s SERPs


Blogging Tips

Pick a great, optimized title

Discuss 1 topic per post

Provide the reader with a key takeaway

Solve problems

Blog on a consistent schedule

Provide the opportunity for visitors to become leads by “raising their hand”




Get Found

Get Found - Optimize

34

Get Found - Optimize

Optimizing your dynamic content through targeted On Page and Off Page SEO practices across all platforms, is essential

to comply with Google’s always changing demands

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

35

Get Found – Optimize

Dynamic, Remarkable Content




Where Do the Clicks Go?


To the Organic Results


Get Found – Optimize

Using your Buyer Personas, script out the questions your buyers are thinking and would type into Google

Create content targeted at answering those questions

Create new, targeted, website pages using those words that you want people searching Google to find you for

Long tail keyword phrases

39



Get Found

Get Found – Promote – Social Media

40

Get Found - Promote

Social Media

Is it right for you?




Get Found - Promote

Get Found – Promote

Grow your social networks

Add social sharing buttons to all web content when possible

Participate in social forums

Create social relationships with evangelists

Share great content

44

Social Media Increases Visits, Leads & Customers

Increase indexed pages

Rank for solutions to your buyer’s concerns

Share landing pages to direct visitors to your lead generation funnel

Build relationships

Offer customer service

Grow your reach

Humanize your brand

Social proof/Public endorsements




Social Engagement Strategies

Finding the right people

Building your reach

Choosing the right social network and share the right content

The cocktail party rule


Social Media’s Big 4

Twitter

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

Facebook

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

LinkedIn The 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


Social Engagement

Facebook

Like button

Send button

Share button

Business page




Social Engagement

Twitter

Share button

Profile

Google

+1 button



Convert

50

Convert

Generate qualified leads by delivering targeted, relevant, valuable messaging and offers

Create offers geared toward your Buyer Personas and decision making process

Grow your opt in database

Segment your database and marketing initiatives

Optimize your website for Google and for humans

51



Convert - Smarketing

The Power of Smarketing

52

What is Smarketing and Why is it Critical?

Smarketing = Alignment

Sales & marketing working as 1

Alignment around goals

Marketing pipeline = sales quota

Companies with strong sales & marketing alignment get 20% more annual revenue growth

Alignment for accurate Buyer Personas

Communicating across company, educating each other


Smarketing = Alignment

Alignment around goals

Marketing pipeline = sales quota

Alignment around personas

Communicating across company, educating each other




5 Steps to Integrating Smarketing

1. Speak the same language

It all comes down to revenue

Work backwards to identify leads needed

Define your funnel stages

The hand-off process

Your “sales-ready lead” definition and your persona


5 Steps to Integrating Smarketing

2. Setup closed loop reporting

3. Implement a service level agreement (SLA)

Defines what each team commits to accomplishing

How many leads of a certain quality does a sales rep need to make quota?

How many call/email attempts should a sales rep make to every lead to not waste leads?

4. Maintain open communication

Weekly smarketing meetings, monthly management meetings

Campaign and product/service communication

5. Rely on data



Optimizing Your Website

98% of website visitors never come back to your site



What is Optimization?

Attract

Convert

Close

Delight


Who Are You Optimizing For?

Website visitors and search engines

Focus on your Buyer Personas to get the right website visitors

75% of users never scroll past the first page of search results


How to Optimize Your Website

Who are your most promising buyers?

What appeals to them most?

Build an experience

Tell your story through content, design and optimization

Be mindful of on-page SEO




Home Page www.harmony-healthcare.com

61

What We Do www.harmony-healthcare.com/what-we-do

62

Regulatory Preparedness www.harmony-healthcare.com/regulatory-preparedness

63



HHI Blog www.harmony-healthcare.com/blog

64

Resources Library www.harmony-healthcare.com/resources

65

Lead Generation – Converting Visitors to Leads

What are landing pages?




Landing Pages

Website pages specifically designed to convert unidentified website visitors to identifiable leads

Landing pages are like digital sales reps

Work for you 24/7

Gather information about your Buyer Personas for marketing and sales


Create Compelling Offers

The majority of website visitors are not ready to make a buying decision

Create offers for your Buyer Persona to move them through the buying process

Always be giving

Attract the right kind of website traffic

Provide value and people will return


Resources Library Download Landing Page

69



Anatomy of a Landing Page

Conversion process

Call-to-action

Landing page

Thank you page

Landing page framework

Clear, concise, compelling headlines

Explain the value of the offer to your buyer

Use bullet points

Select the appropriate number of form fields

Remove navigation and links

Include a relevant image or video

Add testimonials when relevant

Leverage industry awards/recognition

Measure submission rate to understand landing page’s success


Focusing on Your Buyer Persona

Attract the right kind of traffic

Create offers for each persona to move them through the buying process


Email Marketing

Why is it so important?




Email Marketing: A Profitable Marketing Channel

Each email you send should contain an offer of value

Build relationships: brand awareness & trust, lead generation, boost social interaction

Nurture relationships: drive sales, build customer loyalty, educate or upsell


Segmenting Your Database

Target different Buyer Personas at different stages of the buying process

Segment by geography, industry, content interest, age, gender

Anything that can help deliver targeted, relevant, valuable messages to your audience


12 Email Marketing Best Practices

1. Identify a specific goal

2. Segment your list

3. Personalize when possible

4. Create consistency between “from name” & “from email” address

5. Use actionable language

6. Create clear & compelling subject lines and email copy

7. Write mostly in the second person

8. Focus on benefits and not features

9. Be brief

10.Have a concise signature and footer

11.Test your email

12.Analyze your email




10 Important Email Marketing Metrics

1. Bounce rate

2. Deliverability rate

3. List growth

4. Click-through rate

5. Email sharing

6. Conversion rate

7. Revenue per email

8. Open rate

9. Unsubscribe rate

10. Conversion rate – Most Important


5 Different Types of Emails to Send Leads & Customers

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


Google Pay Per Click Advertising

Should I be investing in this?




Pay Per Click Google Advertising

79


80


81




82


Analyze & Repeat

83

Website Analytics - Pageviews & Bounce Rate




Weekly Sales & Marketing Reporting

85

Final Thoughts…

86



Questions/Answers

Harmony Healthcare International

1 (800) 530 – 4413

www.Harmony-Healthcare.com/blog

[email protected]

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Harmony Healthcare International

Contact us for a free

Resource Utilization Group (RUG) Analysis

A Harmony Healthcare International Medicare Utilization Analysis (RUG Analysis) is an in depth review of a SNF’s

historic RUG utilization over a period of several months. Viewing data over a time series allows Harmony to dive deep into the clinical trends that drive daily rates

and monthly Medicare Revenue.

Email us at for more information

[email protected]

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