micro-moments in digital marketing

With mobile-indexing search at the head of Google’s ranking system, having the best mobile-friendly and optimized website is crucial now more than ever. To keep up, focus on creating the best micro-moment with these tips.

What Are Micro-Moments?

A micro-moment is a fairly new internet term. To sum it up, any time someone uses their mobile device to make a quick purchase, research something, or find a local business, that is a micro-moment. Almost everyone with a smartphone has looked something up while in the middle of a task, and it’s in these moments that people are most prone to make their decisions and perceptions.

Micro-Moments in Digital Marketing

What are micro-moments in marketing and how can you use them? Well, a micro-moment is all about user intent, and in order to meet that expectation, you’ll need to optimize your content for those quick Google moments people have throughout the day. A well-crafted micro-moment SEO plan will help solidify your rankings this year.

Internet Lingo

In order to help your audience quickly digest your content, you will need easy-to-read copy and blog posts. Not just that, but you will want to stay current with the internet lingo and what people are talking about now. It may even help to get a quick idea or emotion across by using an emoji or funny image with your content.

Emotive, catching text and visuals are important in defining your content and brand. Aim for those viral moments of video and imagery in your copy and blogs. Encourage reaction by asking open-ended questions and having a call-to-action towards the top of your content, in plain view. Keep the ability to share in mind, as those micro-moments are as easy to share.

Use conversational language that invites the reader in and helps answer any questions they might have. Keep in mind why people have micro-moments: they want to learn, do, see, or find something important to their search, so make it a point to answer questions related to those activities.

Time is Money

Micro-moments happen in bursts of intent. When people search for something, they want a quick and informative answer. Most likely, any solution or response that lasts longer than ten minutes won’t be the reader’s choice, so you will want to keep the internet’s notoriously short attention span into consideration. Don’t just keep the content short, though; keep it concise without losing too much information. You want to answer your reader’s questions as fully and with as few words as possible.

 

From another angle, you’ll want your content to stay timely and relevant. Keep up to date with holidays, news, and current trends in your field. Current searches don’t favor old results. This also includes current lingo and viral culture, as these trends seem to come and go in an instant.

Choose the Right Community

Choosing a niche of focus can be difficult. On the one hand, it can help to narrow your own scope of relation by keeping your content relevant to a couple of tags or trends on the smaller scale. Don’t aim too small, however; you want to find a sweet spot where your content won’t be looked over while still having enough readers for it to matter.

 

On the other end, you may consider tapping into the active and thriving communities of some larger tags or trends online. Your content may become bogged down by the wave of other posts, but these categories are popular for a reason. People are browsing in those key areas, and if you post to trending topics, it may help gain an audience.

Micro-Moments Take Away

Micro-moments in digital marketing are a new and complex strategy, but you can reach better SEO results with these tips. Mobile-first indexing has picked up on shortened audience attention spans, and micro-moment SEO is your way to work around it. Use micro-moments to win the shift on mobile and stay ahead of the game.

 

 

Caring People Case Study

I used to work in the health care industry. I was the Digital Marketing Senior Manager at Caring People Inc. A home care company that helps seniors with daily living at home for over 20 years. Caring People offers personalized service in a very competitive market across four states. People often called-in at times of crisis – trust is the #1 priority on how we communicate to prospects online.

 

The challenge:

When I started to work for Caring People, the website was out of date, hard code. There was no content marketing in place and no strategy to generate leads. I started the digital marketing department and I was one team for all SEO, PPC, Email and Social Media.

Healthcare was a big challenge for me because my previous position was in e-commerce. I had to learn a new industry, educate Caring People CEO and stakeholders, and convince them to invest in digital marketing initiatives. I also faced another challenge since the sales team did not understand the value of digital. Therefore, I had to show them a new way to work with me as a team.

 

The Solution:

 

I suggested to create a new website. While the developers were working on the new website, I planned the strategy. I put a content marketing and SEO plan together. As a result, I created hundreds of local listings and more than 100 new blogs. I used long forms and topic cluster approach to earn competitive keywords. I also invested plenty of time vetting writers that had experience in the health care- senior industry. Finally, I also created SEO guidelines for the writers.

 

I started a competition with the sales team to collect reviews because I knew how powerful they are for local SEO and for generating leads, especially in health care. Furthermore, I created the buyer personas that were only three in caring people’s case. In addition, I migrated the old site from HTTP to HTTPs successfully.  After the website was launched, I implemented the content marketing strategy by posting amazing regular content with videos and infographics.

Furthermore, I created a backlink strategy that allowed me to earn hundreds of backlinks. I also started a geo-targeted PPC campaign and used social media to amplify the content. Then, I set up an email marketing to follow up with organic and paid leads.

 

The Results:

healthcare digital marketing

After a few months that I launched the new site, I earned several Google Quick Answer Boxes for Caring People. I increased leads by 100%, the blog increased in 3 months, visits to 140% and Page Views to 150%. The organic channel grew at a much faster pace than all the other channels. I focused on organic traffic through content by using the BrightEdge platform. This helped me to get great keyword ideas for my content and for On Page SEO.

 

healthcare digital marketing strategies

I put Caring People on top of their competitors in search results. I also beat huge franchises with content marketing strategy for being well planned and implemented. Finally, one of my long-form content went viral and a group of corporations that wanted partnerships with us. Moreover, I worked together with them to create a new infographic in English and Italian for the European market. As a result, my piece earned hundreds of backlinks from reputable sites.

 

healthcare content marketing strategy - Case study

Caring People doubled their leads; its blogs increased exponentially in traffic and the brand received recognition across the Internet.

 

Google wants to kill the URLs

Take a moment to imagine the World Wide Web without URLs. It practically seems impossible, right? The basic Internet user as we know them today relies on URLs. It’s often how we tell a non-credible source from a credible source and how we specifically find brands and items we have an interest in. And businesses face yet another issue. Many of them have built their business on indexing and ranking web pages so that users can find them when completing a web search with certain keywords. What would really become of those businesses if URLs were no more?

It leaves us to question, why would Google, one of the most well-renowned search engines out there, consider offing URLs? And what would the World Wide Web universe look without it?

Why Google Wants To Kill URL

Although a world wide web without internet addresses seems a little chaotic, it’s being considered for one major reason: safety.

We’ve all come across a URL that looks a little questionable and hesitated on clicking the link. Most of us have even clicked on what appeared to be a legitimate link that led us to a phishing site. These spoof sites are specifically set-up to steal your passwords and other confidential information that you wouldn’t want anyone else to have. For instance, ‘G00gle’ and ‘Google’ look pretty similar at first glance; most victims wouldn’t notice that they’ve clicked the former until it’s too late.

If Google eliminates URLs and creates another way for sites to be identified, then the hope is that web identity will be more understandable for everyone. It should also cut down on the confusion between legitimate sites and phishing sites.

Web Identity and URLs: Already Less Relevant

Truth is, many of us are already used to not associating web identity with URLs, which makes us vulnerable.

One reason that web identity and URLs are less relevant is URL shorteners, which have become a big deal largely because of social media. For instance, the social media platform, Twitter, only allows users to use so many characters. A long URL would significantly take away how much one can enter into a post.

While short URLs are easy to remember and simple to share, they allow hackers to almost effortlessly mask illegitimate sites. Therefore, while it’s a convenient option, it also compromises our safety on the web.

Tools of Defense

Recently, the Chrome Team has been focusing on how to detect URLs that seem to deviate in some way from standard practice. One way they do this is by using, TrickURI, which helps developers check that their software is displaying URLs accurately. This software gives developers something to test against and helps them become familiar with how URLs look in different situations. This is important, as they don’t want to flag legitimate domains as phishing sites and vice versa.

In addition, it’s in the works for Chrome to start alerting its users when a URL looks illegitimate. Google users are already benefiting from the Safe Browsing platform, which alerts users if the system notices malicious behavior on a website. However, the system currently lacks the ability to flag sketchy URLs.

At one point, Google also operated its own URL shortening program as a way to decrease hackers. However, they later replaced it with Firebase Dynamic Links. This service uses dynamic links to send users anywhere within an Android, iOS, or web app, which makes it easier (and safer) to share specific content.

What Would No URLs Look Like?

Right now, it’s difficult for any of us to imagine what a World Wide Web without URLs really looks like. It’s even challenging for Google to fathom. However, what Google hopes to do in the near future is:

  • Figure out how to get users to focus on important parts of URLs
    • Parts relevant to their safety and security
  • Refine how Chrome presents URLs
    • Filter out what makes URLs challenging to read
  • Get Browsers to expand shortened URLs
    • To allow users to determine URL legitimacy

There’s still a lot of work to be done and an unclear vision of what no URLs looks like, but Google is adamant about keeping the Internet safe. In just one year, cyber attacks cost the world $600,000,000,000; which is astronomical. Safety is a growing concern as our society becomes more dependent upon the Internet.

 

content marketing strategy

Early in my digital marketing career, I read something that had a lasting impact on my approach to marketing — an essay published on the Microsoft website by Bill Gates called “Content is King.” Bill Gates is a true visionary. What amazes me is that content marketing has taken many different forms over the last decade or so, but it is still king. Content marketing is a cost-effective way to bring in a steady stream of new leads and keep your customers coming back for more. That essay continues to inspire me to reinvent my content marketing efforts and conquer them like a champ.

One thing that I always make a priority is keeping track of my goals. When I’m not getting the results that I’m looking for, I revisit my original marketing goals so I can reground myself and rework my plan step by step.

Knowing Your Market

Do you know who your company’s audience is? If not, you have some homework to do. Send out a survey, create reader personas, ask for feedback and monitor your content to learn more about who needs your products or services. Use analytical tools like Google Analytics and Facebook Audience Insights or review the demographics of your current customers. It doesn’t really matter which method you use, as long as you do something to find your target audience, so don’t get bogged down with semantics.

I like to think that I know my company’s audience pretty well, but I’ve also learned that audiences can change over time. Even seasoned marketers need to spend some time conducting market research from time to time to keep their marketing efforts sharp.

There’s another reason I like to reassess who my target audience is. Our current clients are already hooked, but I like to continually challenge myself to expand our customer base. In addition, new products and services call for new analysis of the target market.

Establishing Your Goals And Objectives

Two very important steps follow identifying your target market. First, you need to be clear about what they need. Second, you need to learn how to quench their thirst for information. To sum up, relevant content is a valuable commodity.

Once you’ve acquainted yourself with who your customers are and what they need, you’re ready to establish your marketing goals and objectives. Do you want to spark the interest of your current audience? Do you want to build a new audience? Expand your current audience? Promote a new good or service? Increase brand awareness?

It’s important to establish goals and objectives so you know how to move forward. It’s also essential to define successful marketing campaigns. Have you thought about how you’ll know when you have achieved your goals? Think this through before you put your marketing plans in motion. Will you measure it by increased revenue, lower marketing costs, targeted customers or some combination of benchmarks?

Creating The Content Of Champions

Unless you are at the starting gate of your marketing plan, chances are good that you have some existing content to work with. Take a hard look at the work you’ve already done and decide whether you can reuse any of it. Can you update past articles to make them more relevant? Can you add to existing content so that it better enhances your brand or becomes more engaging? Can you beef it up by embedding links to products or services?

Putting The Plan In Motion

With the basic framework in place, it’s time to build on the cornerstone of your efforts. Determine your main formats and advertising channels and develop an overall marketing strategy.

I’ve found that even when my marketing strategy is complete, it helps to leave a little room for experimentation. I like to experiment with a variety of advertising opportunities like sponsored content, social media advertising, infographics and videos. Your marketing plan might include podcasts, e-books, workshops or webinars. Whichever formats and outlets you use, don’t forget to investigate your competition’s marketing efforts to make sure that you’re differentiating yourself.

There are a few different ways that you can manage your content marketing and publication schedule. I like to use a master calendar of what I’m publishing and on which outlet. You can control all the posting and publishing yourself or use an app on which you can load your ads and articles and schedule them to appear at specific times and dates. If you’re working with a marketing team, develop a plan for who will be responsible for creating, posting and publishing content.

Final Tips For Content Marketing Strategy Success

Keep a pulse on how well your marketing plans are connecting to your goals. If you’re not getting the results you want, review your marketing strategy to make sure that you’re following it exactly as planned. You might find that it only takes a few tweaks to get things moving in a better direction. And don’t fret if you’ve made a mistake or two. Learn from them and make better changes moving forward.

artificial-intelligence-help-marketers

Each of us has a comfort level with things that we know and understand. That’s why artificial intelligence scares us so much. It’s new and unfamiliar. Knowing that someone out in cyberspace learned something about the items we need and the services that we buy makes our palms sweat and our hearts race with fear and trepidation. The very thought of big brother watching our every move makes us uncomfortable. The unknown is a scary place and we feel threatened by it.

A Scary Concept, But We’re Learning To Like It

AI was still a fairly new concept in 2017. Guess what? While it still scares most of our customers a little, they’re also starting to see how AI can make their lives easier. As I was thinking over my marketing plans for 2018, I found myself mentally toying with how I could incorporate AI into my company’s marketing strategy. It forced me to think about how I’ve developed my own comfort level with AI.

When I have a question, Siri gives me an answer at the sound of my voice. Siri is pretty smart. And Siri can be a little snarky and sarcastic at times, too, which makes me believe for a scant moment that Siri is a little more human than I thought.

And what about those self-parking cars? The very idea of it scared me in the beginning. Why? Because I like to be in control. But enough auto manufacturers are now producing self-parking cars with good results that I’m starting to get more comfortable with it. Why not take a little stress off and let my car park itself?

Have you seen videos of people wearing virtual reality headsets? They’re fully engrossed in the virtual reality experience. To an outside onlooker it’s a comical sight, but at the same time it gives us a greater comfort level with AI.

Giving AI A Fresh Look In 2018

The un-virtual reality is that we’re on the tip of the iceberg when it comes to learning about how AI can assist digital marketers in making stronger connections with customers. We have to help our customers have a greater comfort level with AI before we can make it work to our advantage.

When I’m browsing on social media, ads of items that I’ve purchased or considered purchasing sometimes appear on the page. Is it a coincidence that Facebook never shows me black blouses? Not really. I never search for black blouses and Facebook is tracking that, so they know which products I’d be interested in buying.

It freaked me out a little in the beginning. Then I thought, “What’s so bad about seeing blue blouses in ads? I love blouses in every shade of blue, and it saves me the time of scrolling past all the black blouses.” I’m starting to like those ads because I’ve suddenly realized the value that they bring me.

AI On The Backend Of Marketing

As digital marketers, AI not only gives our customers a better experience, but also tells us about their buying behavior, likes and dislikes and helps us predict their future buying behavior. Now that’s information we can use. Data gleaned from AI will help narrowly define our target markets. Past digital marketing experience tells me that the more narrowly you can define your target market, the greater return on investment you can expect to see.

AI As An Enhancement To SEO And Website Traffic

Just because I’m becoming a believer in AI (or at least less of a skeptic), doesn’t mean that I’m ready to abandon my digital marketing plans for SEO and increasing website traffic. What it does mean is that I plan to be more open-minded about testing AI strategies in 2018 and evaluating the results.

2018 is the year to challenge yourself to be increasingly innovative in your marketing strategy. Look for ways to align content marketing plans with AI tools such as chatbots, augmented reality, image optimization and social media outreach. For example, my customers may enjoy chatting online with a simulated customer service representative. Prospects may respond faster to augmented reality techniques where customers can get acquainted with our professional in-home caregivers before they schedule our service.

Images will take center stage in 2018. Already, the internet shares billions of photos and images per day. As part of your 2018 digital marketing strategy, use AI to mine data and combine it with images to create customized content campaigns for each and every customer. This will allow you to deliver faster response times and increased revenue.

In 2017, AI took us partially out of our comfort zones by showing us that it’s not totally artificial. It’s possible to incorporate just enough personalization and humor in AI to make it believable. Progressive companies that took the plunge and got their feet wet with AI in 2017 reaped the rewards for any perceived risks. 2018 will give us plenty of new opportunities to experiment with big data, the Internet of Things and machine learning as they relate to digital marketing. It will take us and our customers some additional time to develop a stronger comfort level, but the new year is ahead of us and we have 12 months to work on it.

b2c marketing strategy

As new marketing channels continue to emerge, technology provides us with an endless array of marketing strategies. In my work as a digital manager, my competition in the senior in-home health market is strong. While it’s great to have so many options at our disposal, I’ve found that the best way to approach B2C marketing is to select a few approaches that really work and dedicate the majority of your time and energy to fine-tuning them.

Tier One: Make your clients your ambassadors.

Providing care to seniors in their homes is a personal service, one that requires a respectful and trusting relationship between our service professionals and our clients. We serve many clients who have Alzheimer’s disease or dementia. They’re looking for assurance that the senior care service they choose will be attentive and safe.

Referrals and testimonials from other clients are meaningful to new clients who may be skeptical about receiving quality care. That’s why the first tier of a solid marketing strategy is to turn current clients into ambassadors of your brand. Our tier-one strategy includes emailing coupons out to current clients and asking them to refer friends and other family members to our company.

Testimonials from current clients speak volumes in a business-to-consumer marketing strategy. A personal testimonial like this one does more to motivate consumers to contact us than anything we could write ourselves:

“I want to thank you and the whole team for doing such a great job for my mom. She loved her home health aides. Your service was really top notch and I appreciate how much easier you’ve made things for her in the last couple of months.”

Tier Two: Inform them with regular content marketing.

As people become older and are less able to do the things they once could, the prospect of losing their independence is frightening. A large part of our business-to-consumer approach is using information about senior care to help potential clients have a greater level of comfort with the notion of receiving help at home.

Well-written articles answer all the probing questions that keep your customers awake in the middle of the night. A question that weighs heavily on our clients’ minds is how to pay for in-home care. We try to relieve that burden by using content marketing to inform potential clients about ways to pay for care that they might not have considered.

This content strategy positions companies as trusted experts, while at the same time priming consumers for client conversions.

Tier Three: Focus on the social media channels that your clients are most likely to use.

Tier three of our B2C marketing strategy is the most active because it brings all the other strategies together. Potential clients want information that is fast and easily understandable. We’ve found that our target market spends a lot of time on social media channels like Facebook, Twitter and LinkedIn, so that’s where we focus. By using articles, videos and infographics, your consumers can get the information they need quickly and on the social media channels they use every day.

Our clients are interested in tips like how to set up trusts for senior-aged parents and how to make improvements to their homes to keep them safe. Social media channels give us the opportunity for our clients to get acquainted with the friendly faces of our staff. We recently added photos to our Facebook page of our employees taking supplies to senior citizens affected by Hurricane Irma. Content marketing articles shared on social media informed seniors on how to prepare ahead of time to stay safe during the hurricane.

Photographs on social media give you the chance to make deeper connections with the greater community. We recently advertised that we created a drop-off site in West Delray Beach to accept donations of bottled water, non-perishable food, baby items and pet supplies for those affected by Hurricane Harvey. These types of events enhance our branding because they show clients that caring for people is more than just our name — we embed it within our corporate culture.

Wrapping Up The Three-Tier B2C Marketing Strategy

Take the time to research which social media channels your clients spend time on. You don’t need to use them all. Through the most effective marketing channels, provide answers to their questions and give them tips they can use today. Make your clients ambassadors of your brand so that your business-to-consumer strategy will turn into consumer-to-consumer referrals.

marketing baby boomers

Generational marketing is a key issue in the field of senior in-home care because our target market is the senior population and their adult children caregivers or guardians. The baby boomer generation, which encompasses people between the ages of 53 and 71, fits both generations.

As the digital senior manager for a 24-hour senior home health corporation, I’ve discovered some key factors about how to market to baby boomers that have helped me attract the attention of our target market. Baby boomers are abundant, affluent and more tech-savvy than you might think. They’ve worked hard all their lives for all they have. They’re healthier and more active than their parents were at the same age, and they’re all about themselves.

1. Baby Boomers Are A Big Audience

Baby boomers make up one of the largest sectors of consumers, so every marketer should be paying attention to effective marketing strategies for baby boomers. Generational studies show that about 70 million people fall into the category of baby boomers. The baby boomer generation is the largest segment of consumers, comprising about 40% of the market share.

2. Baby Boomers Are An Affluent Generation

Employers who seek hard-working candidates will still find them among the baby boomer generation. Baby boomers hold a strong reputation for being diligent, hard workers who have saved and spent wisely.

Studies show that the baby boomer generation controls about 70% of all disposable income in the U.S. The baby boomers are also nicely situated to gain even more wealth. As their parents pass on, studies predict that baby boomers will inherit about $13 trillion to enjoy during their retirement or pass on to their own children.

3. Baby Boomers Are More Tech-Savvy Than You Think

Baby boomers remember the introduction of the first black-and-white and color televisions. It’s important for marketers targeting this generation to remember that baby boomers have grown up with technology over recent decades. They’re more accustomed to technology than you might think, and they use it in different ways than millennials.

During my years of marketing to baby boomers, I’ve learned that the baby boomer generation spends as much time online as they do watching television. It might surprise you to learn that 96% of baby boomers use search engines, 95% use email, and 92% shop for products and services online rather than shopping in stores and shopping malls.

About 60% of baby boomers spend time reading blogs and online articles as a source of information and intrigue, and about 70% enjoy watching videos about products and services. If you’re looking to market via social media platforms, you’ll find an active audience of baby boomers on Facebook, where they’re happy to post news and photos of their grandchildren and latest vacations.

4. Baby Boomers Are The “Me Generation”

Baby boomers are considered the “me generation” for their self-centered, individualistic attitudes. In marketing to people looking for in-home senior healthcare, I know that seniors want to enjoy their independence as much as possible. In-home senior care lets them have as much freedom as possible while maintaining their dignity. Adult child caregivers and guardians want to be able to care for their parents and still be able to work, enjoy their own families and have some well-earned fun. In-home senior care allows them to take care of their responsibilities and take care of themselves, too.

5. Baby Boomers Are Healthy And Active

A large majority of baby boomers are in the pre-retirement stage of life. They are still working full- or part-time and looking forward to life as empty-nesters. They are working hard to pay off mortgages and other debts and maximize their returns on investments. It’s prudent to pay attention to these baby boomers’ characteristics in marketing. They’re looking for senior care that is reliable, trustworthy and offers a reasonable cost.

Baby boomers have been more health-conscious than their own parents. Medical technology makes it possible for them to live healthier and longer. Unlike their parents, who desired to relax during retirement, the baby boomer generation wants to get out and do all the things they’ve always dreamed of doing. Many seniors can remain active with some help from an in-home caregiver.

Many people are starting to think of the age of 50 as the new 40. Baby boomers aren’t yet thinking of themselves as an aging population. Terms like aging and elderly are a big turnoff, although they don’t mind the terms “seniors” and “senior citizens” as much.

While baby boomers are healthier and more active than their parents, their eyesight is starting to deteriorate. When marketing to this population, I stay mindful of the size and color of fonts. If my target audience can’t easily read our ads and blogs, they’re likely to click on a competitor’s ad quickly.

Because of the size of the baby boomer population, nearly every industry has an audience in this marketing sector. When marketing to baby boomers, it’s important to understand who they are, where they come from, and where they hope to be in the future when getting their attention for your business.

Developing A Marketing Plan

During my tenure as a marketer in the senior in-home healthcare field, I’ve learned that aging adults want to live in the comfort of their own homes for as long as they can, and their adult children would be happy to be their caregivers if they weren’t so overwhelmed by their duties.

Where did I learn all this? From our clients.

In my role as the digital senior manager for a 24-hour senior home-care company, I’ve taken feedback from clients and used it to develop our marketing plan.

Use client feedback to develop a marketing plan.

Your salespeople interact with clients and prospects every day, so you can leverage their knowledge base to access client feedback. I have a weekly call with our sales team when they share insights about our clients. We talk about challenges and look for solutions. You should keep your sales team engaged and updated about what you are doing so they know what to ask and can address client challenges. We engage our sales team with a monthly newsletter and internal contests.

Also, you can develop a marketing plan based on buyer personas. We have multiple buyer personas: the adult child, the referral source (social worker), and the senior who oversees their own home-care plans.

Here’s an example of the information we’ve used to create a buyer persona for adult children caregivers: We heard the concerns of family caregivers when they told us that the requirements of taking care of seniors are more demanding than they could have imagined. I’ve seen the adult children try to do it all – provide quality care to their aging parents while managing their own family and affairs at home. Adult children of aging seniors are exhausted and burned out, placing their own health at risk. Not knowing what to do, they get their own families started on the day, spend the rest of the day caring for their parents, and return home in the early evening to tend to their own families. Before long, chronic stress and fatigue set in and they’re ready to throw up their hands and seek out alternative means of care.

Keep an eye on trends and practice active listening. 

As a senior in-home care marketer, I keep my eye on trends in senior care. No matter your industry, attend webinars and read publications. There are many resources available to stay on top of trends that will impact your marketing efforts and your ability to help your customers.

Another key to learning about the types of products and services your target audience needs is practicing active listening skills. For example, I listen to family caregivers and steer them toward the funding sources that they have available to them. Most people are familiar with some of the more common resources like Medicare, Medicaid and Veterans Benefits, but those programs don’t help everyone or cover all services.

Learning more about a family’s circumstances tells me whether they have a life insurance policy with accelerated benefits or a long-term care insurance policy that allows flexibility of funds to be used for in-home senior care, and I can use this information to better advise them on their options.

Feature success stories and educational content.

Listening to our clients as well as the families and showing them how they can arrange for in-home senior caregiving helped us to develop a marketing platform that quickly directs senior caregivers to the services they need most. And with the launch of our new website, we can share our successes with prospective clients.

To optimize your website for conversions, you can create a success stories page to feature successful testimonials from your clients. This is a great way to convert website visitors into customers.

Educational content that answers frequently-asked questions is another way to appeal to potential customers. We are working on a price page to educate people about the cost of home care. This page will show referential price depending on the state. You can also build an online content library (with blog posts, articles and infographics) where users can navigate and find answers to their questions. After all, you are there to help!

The clients that I’ve worked with have taught me a lot, from how collective sibling agreements work when caring for aging parents to the unexpected demands of senior care. And by learning from them, I can constantly improve our marketing efforts to show how our services can be of assistance. That’s why you should always be listening to and leveraging feedback from your customers.

email marketing generate leads

As the general public became familiar with electronic communications, mass postal-mail marketing campaigns gave way to email marketing campaigns. If you have been working in marketing prior to the social media boom, you surely remember when emails were the top marketing platform.

Over time, the popularity of email marketing campaigns resulted in personal email inboxes that were overflowing with the latest and greatest offers. Email campaigns grew and people grew tired of them. Laws that allowed customers to unsubscribe breathed new life into email marketing campaigns as customers could easily pick and choose the companies they were interested in.

Email marketing has long been a tried-and-true method for generating leads. This approach continues to enjoy a strong track record in spite of the rise of social media platforms. Email marketing is still an efficient way to generate leads at a reasonable cost.

One thing that hasn’t changed with email marketing is that you need to be strategic about how you word every part of marketing emails. One of the best things about email subscriptions of today is that you can count on your prospects having some level of interest in your product or service that encouraged them to sign up for your subscription list to begin with.

Write email campaigns that get results.

One of the first lessons that I learned about email marketing campaigns is to give sincere thought to how a customer perceives every component of the email, starting with the subject line. Media headlines grab your attention and get you to listen longer or read further. A meaningful subject line for an email offers the same punch. Subject lines should be relevant, interesting and genuine.

Journalism students quickly learn how the inverted pyramid style of writing gives readers the most important information first. The rest of the paragraph or article supports the initial information or offers additional details. Your email marketing customers will respond to the same style of writing. They want the big news first because they’re often reading your email while they’re commuting or at work. If they want the details, they’ll read the email again just before they buy.

Keep your emails simple and minimal. Just as a crisp, pressed business suit sends a professional message, a clean, uncluttered email tells consumers that you are professional. If you can’t create a professional-looking email, look for professional-looking templates where you can fill in the blanks.

Be cognizant of your purpose. Each of your emails should have a clear goal such as educating your customer, asking for referrals or getting them to follow your company’s social media platforms.

Engage your email readers with content that is short and to the point. Wordiness and fluff have no place in email marketing campaigns. Reveal your purpose up front and talk about how your purpose relates to the customer to get a connection started. Choose large fonts in an easy-to-read style. Your readers may be people who constantly read while they’re on the go or they may have poor eyesight. You’ll want them to be able to read and scan the email quickly.

Move the wording in your email toward your call-to-action section quickly and make the action that you want them to take ultra-clear. Try to think about the ways emails in your inbox grab your attention and those that cause you to hit delete.

Create customized emails for cold leads from all sources.

The main sources from which I get our leads are our blogs, organic traffic, pay-per-click ads and salespeople. No matter where you source your leads, use several email chains that are customized according to what those leads are looking for. Next, categorize them and get them in the right automated email chain. This places them in your sales funnel to warm them up and get them ready for sales.

Generate leads from blogs.

Our prospects love our informative blog articles. Use your blog as an opportunity to send them related articles. This primes the prospect for a call to action asking them if they want you to call them.

Move warm email leads to hot leads and make the sale.

It’s important to give your warm leads as much attention as your cold leads. When our emails move from the cold list to the warm list, I have a specific email that I send to nurture the relationship and make it a little warmer. I also include a thoughtful testimonial to help gain credibility.

After sending the warm email, follow up with a second email asking if they’re still looking for your services. Include a sale offer or coupon to move the lead closer to a sale.

Test and analyze email marketing campaign results.

There’s still a lot of power in A/B split testing. Testing emails reduces bounce rates, tells you more about your customers, increases conversions and is cost effective.

In analyzing my email marketing campaigns, I look for open rates at 30% or higher to know if they were successful. I don’t expect as much from click-through rates, where I like to see around the 5% range.

When a new approach to marketing takes marketers by storm, some marketers make the mistake of moving into new strategies full force, leaving methods that have worked well in the past smoldering in the dust. The best marketing campaigns use several marketing forms simultaneously. The key to maximizing results with every effort is to know your purpose, target the right customers and learn from your results.

Digital Marketing Strategy For 2018

As I look at my digital marketing calendar for the year ahead, I’m equally enthusiastic and challenged by how I’ll need to fine tune my company’s digital marketing platform in 2018. My past and current marketing efforts have helped me further brand recognition, increase online leads and establish my company as an authoritative resource in the home-care industry. Next year, I want to push our marketing efforts even further.

In 2017, my main focus was on content marketing, SEO, PPC and PPL. Based on data collected over the last 12 months, I’ve decided that I need to shift my focus to organic search. Planning my content marketing strategy in advance and having great writers and graphic designers on hand makes a big difference.

In 2018, marketers should focus on anticipating user questions, needs and emotions in order to engage with them. To that end, I’m planning to focus my efforts on researching relevant topics that can answer user questions. Becoming a reputable source where people go to learn more before making the decision to purchase helps you build trusted relationships with customers, and happy customers become evangelists of your brand. Using data will help marketers develop great content, not only based on keywords but also on developing topics. A good marketer knows that this is the key to a long-term client/company relationship.

As a marketer, my audience has trained me well. I can tell what information they want and how they want to receive it just by watching and monitoring their behavior. The key to captivating your target market in 2018 is creating content that is not only engaging but also smart, timely and personalized.

Striking The Right Tone On Your Website

What would your website homepage say to a visitor if it didn’t have any words? Marketers need to choose their colors and images intentionally so that they deliver the right message that speaks for the brand. Today’s consumers have a sharp eye for overused stock photos. They’re more likely to be drawn in by photos, images and videos that blend in naturally with the webpage design. I intentionally chose photographs of active seniors socializing with caregivers and family members to enhance our website, which we designed in warm, pastel colors. The total effect feels personal and homey — just like our brand.

Having a website that balances user experience with SEO is a game changer. Simple language and the right call to action encourages customer interactivity. Big blocks of content, on the other hand, will overwhelm your visitors. A quick fix is to break down content with images, bullet points, icons and other graphic elements. Make sure that your website is intuitive and easy for users to navigate. Visitors to your website who can’t find information quickly won’t be back.

Make sure your content is relevant. Every section of your website should add value and have a purpose. For example, I added testimonials from our valued clients because our clients are looking for first-person assurance of a positive experience. When in doubt, leave it out.

Marketing In A Micro Moment

Technology has made it easier for marketers to learn the behavior of their customers. Making the most of micro-moments and smart technology will place you well ahead of the marketing pack in 2018.

Apps can tell us the geographical location of potential customers, the types of products they usually buy and the times of day that they tend to be on the internet. This is exactly the type of information that marketers need to pay attention to in the coming year.

One of the challenges of 2018 is how marketers can tap into this information to get their messaging in front of clients exactly when and where they need it. Why would someone shop around to the competitors when the perfect product or service popped up on their cell phone just as they were about to search for it? These are called micro-moments. Micro-moments attract shoppers who are ready to buy on impulse.

Here are a few tips for designing micro-moment ads:

• Give the shopper the main idea at a glance.

• Add a clear call to action.

• Make the call to action accessible in one touch.

• Optimize content for mobile apps.

Have you been delaying getting an online chat application for your website? Customers in 2018 expect to be able to chat with a knowledgeable professional right away. An online chat box is a valuable addition to your digital marketing efforts, if you haven’t implemented one yet.

Smart content also means differentiating content for prospects and current customers and personalizing the experience for each. Greeting someone by name when they revisit your site makes it a more personal experience. At my company, that personal experience ties directly into the mood of our brand.

Focusing On Content Development

Creative groups, either in-house or remote, are the digital marketing thought leaders of 2018. Creatives who specialize in writing, graphics or design know how to create meaningful content to attract prospects from all types of industries. Good writers know that the right words combined with the most appropriate images can tell the story of your brand in that micro-moment that ultimately captivates a prospect. Experienced writers and designers create the tone and voice that helps your prospects connect with your brand on a personal level.

The Wrap-Up On Digital Marketing Trends

As you finalize your marketing plans for the new year, the best advice I can give you is to think like your customer. Your customers are searching for your products and services while they’re waiting in line for their morning coffee. They’re commuting on planes, trains and ride-sharing services. Their downtime is your prime time. Challenge yourself to create a marketing plan that makes interacting with your business as easy as buying a cup of coffee.