New Pathways to Effective Communications: SEO, Email Marketing and Social Media Connie Parsons, President & COO IlluminAge Communication Partners www.illuminage.com connie@illuminage.com
Your Audience Online Families & Caregivers 8/10 have Internet Older Adults 83% 50-64 56% of 65+ use the Internet Rural / Urban 80% / 86% http://www.pewinternet.org/static-pages/trend-data-%28adults%29/whos-online.aspx
What Are They Doing What s Your Audience Doing Online?
What Are They Doing? Email 60% 30-64 64, 46% 65+ = daily! Social Media 60% 50-64, 43% 65+ = daily! Mobile 53% smart phones Source Pew Internet, specific links in notes.
Mobile Is Here 53% are Smartphones (Internet) Smartphone traffic expected to increase 7 fold over next 5-10 years In the past year, we ve seen client averages for mobile traffic jump from 10-20% to as high as 40-50%
Explore Learning Objectives Plan benefit-focused website content for multiple audiences. Identify the elements of successful organic search engine optimization and apply them to an effective web program. Develop an online communications program that encourages continued relationships with families and referral sources through value-added content such as blogging, an effective social media presence, and email marketing.
Questions They Will Ask How Do You Help Me? Other Information I Need?
Using a Blog Content & Organization Search Engine Optimization Social Media Marketing Email Marketing
Categories and Tags Aging Issues Alzheimer s and Dementia Fall Prevention Nutrition Assisted Living Memory Care Wellness Home Care Family Matters Chronic Disease Management
Content: What to Blog News & events Articles & resourcesrces SEO goals: meals on wheels, home care, senior services (geographic)
Results of Good Content Easy to Use Great First Impression Subject Matter Expert A Relationship The Next Step! And Search Engines
Website Optimization Organic Search Engine Optimization Local Search Engine Registration Paid Search Campaigns
Organic Search Optimization 3 Pillars of Organic Search Content Meta Data Inbound Links
How Content Relates to SEO Keyword density words on the page help search Current content considered more relevant. More pages optimize for more terms Worthy of valuable links and shares! And it Engages your visitors Supports your position as a SME
Copy for SEO 250-500 words One key phrase per page Used in first sentence & heading (H1) SEO MOZ tip 2-3 times on a short page; 4-6 6ona longer Include geographic terms throughout Image source http://www.seomoz.org/blog/perfecting-keyword-targeting-on-pageoptimization
Inbound Links Link from a website to your web page More likely if you provide quality content & resources Trustworthy, authoritative, reputable
Benefits of Organic SEO Return on activities that help pyour audience Content differentiates & supports mission Avoids costly paid search campaigns Long last effects
Start a Relationship Contact information Calls-to-Action Email marketing Social media
Contact & Calls to Action!
Leverage Your Content Publish to your website (blog) Create a library of resources Distribute across multiple platforms Drive traffic back to your website
Email Marketing Link to content on site from your email Make your subject line count Brand your from address Include service or location links
Social Media Marketing Post from the blog to social media Facebook (1.23b) Twitter (232m) LinkedIn Increase website traffic http://pando.com/2014/02/06/facebook-vs-twitter-who-wins-the-battle-forour-social-attention/
Link to your website
Exponential Growth Facebook
Today We Covered Plan benefit-focused website content for multiple audiences. Identify the elements of successful organic search engine optimization and apply them to an effective web program. Develop an online communications program that encourages continued relationships with families and referral sources through value-added content such as blogging, an effective social media presence, and email marketing.
Participation Certificate www.illuminage.com/webinars Click on Participation Certificates Webinar code: 062614 Explore the webinar archives. Topics include blogging, g, Facebook, and more!