By Guest Blogger Larry Levenson
“I can’t believe it! My blog went ‘live’ only 6 hours ago and I have a great lead already!”
~ Brian Bachman
Inbound marketing is very effective at generating leads for your senior living community. But like most internet marketing, it takes some time and the effects are cumulative. But what can we do to generate leads today?
By Guest Blogger Larry Levenson “I can’t believe it! My blog went ‘live’ only 6 hours ago and I have a great lead already!” ~ Brian Bachman Inbound marketing is very effective at generating leads for your senior living community. But like most internet marketing, it takes some time and the effects are cumulative. But what can we do to generate leads today? Generating leads online quickly is sort of like baking gingerbread, which happens to be one of my favorites. First, you need a recipe (that’s this two part article). Then you need to gather the ingredients and tools you need (mixing bowl, rubber spatula, 8×8” baking pan). The next step is to mix the ingredients – and this is where you have some options to consider: extra ginger? A dash of cloves? A little cinnamon? You make your decision about the options, mix it all together, and put it in the oven to bake. Now you wait. About 45 minutes later, you take the hot gingerbread out of the oven – mmm. . . it smells wonderful! – and let it cool a little bit before you dig in and enjoy the fruits of your labor. With that in mind (and I love having hot gingerbread in mind!), here is the recipe for quick results from your inbound marketing, complete with several options to consider.
Gathering the Ingredients
Step 1: The Offer
There are several ways you can start generating leads from your website right away. The key to this is to come up with some offer or downloadable content that would be engaging for your target prospects. This should be something that you either already have (possibly in another format) or that can be created easily. Here are some ideas:
- 11 Things You Must Know About _______ Before Talking with Your Parents
- 19 Questions to be Sure to Ask Your Aging Parents
- 13 Item Checklist for Assessing Senior Living Options
- FAQ – Take the 17 most-asked questions about your business and write three sentence answers for each.
You only need one of these for now. Note that I often suggest clients use a number (preferably an odd number) in their titles. Data shows that this creates interest and sets expectations, by telling your visitors exactly what they’re going to get. Using an odd number is simply more attention-getting. Put together your offer in Word or PowerPoint, or create an Excel checklist. Use whatever tools you are comfortable with. Each of these Microsoft tools has a variety of templates you can download and use for free. For free photos you can use commercially, checkout FreeDigitalPhotos.net or Flickr. For both of these services, be sure to click Advanced Search and select Creative Commons licensing for Commercial Use, and read and understand how to use the image commercially. Decorate your list as you wish, or keep it plain and simple. When you’re got it just right, upload it to your website. Don’t link it to anything yet, and don’t put it on a page. Just upload it to your site. In WordPress you should upload it using the Media Library functions. If you have FTP access to your website, you can upload it that way. Step 2: The landing page OK, now that you have the key ingredient, you’ll need some tools. Specifically, you need a page on your website that describes how wonderful this offer is, and a form for the web visitor to register for the offer. For example, here is a page that describes an offer and provides a registration form: This is often called a “landing page”, since you will be directing people right to this page, where they will “land.”
Part 2 will give you the rest of the recipe to generate on-line leads.
How happy are you with your on-line marketing program? You can read Part Two Here Larry Levenson is co-founder and Chief Inbound Officer of Sigma Web Marketing, an agency that works with senior living communities to generate leads from their websites. Larry can be reached at Larry@SigmaWebMarketing.com or www.SigmaWeb Marketing.com.
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