This document provides recommendations for improving the online presence of Visiting Angels through search engine optimization (SEO) and social media marketing. It analyzes Google Analytics data showing room for growth in user numbers and retention. Three SEO firms are reviewed - ChoiceLocal, Web.com, and Seoteric. ChoiceLocal specializes in senior care marketing but lacks transparency, while Seoteric offers a range of services but is new. Goals are outlined to optimize search rankings, customize the local website, and capture leads. Actions include meeting with Seoteric and running targeted Facebook ad campaigns to boost brand awareness, traffic, and lead generation among key demographics like women aged 35-65 with family away. Analytics will track campaign performance
3. Strategic Objectives
Search Engine Optimization
1. Google Analytics
2. 3 SEO firms to consider
a. ChoiceLocal
b. Web.com
c. Seoteric
Social Media Marketing:
1. How to create an effective
Facebook Ad
2. Types of Ads
3. Analytics
9. Factors to consider when selecting an SEO firm
● Review the SEO firm’s previous work, case studies, and reviews.
● Reliability, are they trustworthy?
● Good social media presence
● Price
● Easy to track their progress.
10. SEO Company Reviews:
Choice Local
Pros
● Specializes in Assisted Living Marketing
● Their average assisted living client received $12 in
new customer revenue for every $1 they invest.
● Provide marketing automation solutions that
include strategies to follow up with existing and
potential customers to improve lead rates by 21%
and retention rates by 18%.
● Helps clients hire qualified and compassionate
specialized nursing staff through their recruitment
services.
● Strong Facebook and Twitter Presence
Issues
● The analytics and reporting are on a monthly basis
● Does not offer a free trial or test period
● Pricing and packaging is not transparent on website
11. Web.com
Pros
● Creates web content to pique visitor interest
● Provides Google Analytics-integrated tracking
software
● Offers Online Business Listing
● Offers 30-day (limited) money-back guarantee
Issues
● Typos on the website content
● No trial periods
● Not enough information about the services
and products
● No backup-related services that users can
purchase
● No migration policy
12. Seoteric
Pros
● Conversion Rate Optimization
● Google Adwords and Google listings
● Social Media services
● Internal Customer Dashboard
● No long-term contracts
Issues
● Separate SEO and Social media Packages
● Fairly new company
15. Social Media Goals
1. Increase brand awareness and purchase intent
2. Gain a better understanding of the target market
3. Use social media advertising to attract & hire
meaningful employee’s
16. Actionable Items
1. Establish a social media presence by utilizing social media advertising
2. Run Facebook Ad campaigns and use the analytics
17. What makes a great Facebook Ad?
1. Visual
a. Quality image (1080 x 1080 resolution)
b. Treated more favorably in Facebook’s
algorithm
2. Relevance
a. Ad needs to be relevant to target
market
3. Value Proposition
a. What value are you providing to
consumer with your Ad?
4. Call to Action
a. Ad must have a clear call to action
b. Example: “visit our website”
18. Recommended Ad Types
● About Visiting Angels Ad
○ Informative
● Testimonial Ad
○ Shows success of business
● Video Ad
○ Most engaging
24. Detailed Targeting Recommendations
To find potential customers (Audience 1)
● Gender: Women
● Age: 35-65+
● Relationship status:
■ Married
■ Divorced
■ Widowed
● Life Events:
○ Away from family
● Parents:
○ With adult children (16-26)
● More Categories:
○ Personal Care & home service needs
To find interested employee’s (Audience 2)
● Gender: ALL
● Age: 18-45
● Education:
○ Level:
■ High school Graduates
■ In College
○ Field of study:
■ Nursing School
● Interests:
○ Business & Industry:
■ Health Care
25. Analytics for Facebook and Instagram
1. Run two different campaign ads for a month
a. Example:
i. Visiting Angels About Ad
ii. Visiting Angels Testimonial Ad
2. Use the detailed targeting tool to target different demographics with each ad
a. Example:
i. Audience 1
ii. Audience 2
3. Observe the analytics
i. Adjust targeting based on results
29. References
Images:
Visiting Angels Logo Image: http://angelcaregiving.com/
SEO Logos Image:
https://brittspolitical.wordpress.com/2011/08/02/out-
searched-the-trouble-with-selective-search-results-in-a-
global-world/
Social Media Logos: https://pngtree.com/free-png-
vectors/social-media-icons
Notas del editor
SEO notes: Objectives based on communication with Mrs. Campbell, Find a company that can meet all these objectives and more
2. Customize local website through testimonials, update blog and utilize local FB page
3. Capture leads by posting adds
( first bullet point) This information is important and could also give insight on whether there may need to be a person at that time in office ready to receive phone calls in case someone was interested and had questions after looking online.
(second bullet point) This is important because although 65% were desktop users the others were on mobile devices and tablets and as we addressed previously the mobile site does have a couple of issues that those users may be facing.
( weekly users) The image on the left of the screenshot shows that there are less than 20 users on the website on a weekly basis, which adds up to a monthly total of just over 70. I think that this image is eye opening and could be improved drastically with the help of an SEO company and keywords that would help score higher in organic searches.
( user retention) most important slide because it shows how many users were interested after first visit
Creates web content to peak visitor interest which is key to increasing sales
Web.com has Google Analytics-integrated tracking software, which enables the client to see how Web.com’s SEO efforts are working
Has online business listing that allows the client to have an online listing and map placement. The company creates listings unique to the client’s business so the client can be found however customers are searching, whether it’s on iPhones, Androids or PC’s.
Issu
Does not provide enough information about the services and products
According to one of the client reviews, “a fair amount of the information was found in Network Solutions which is the parent company of Web.com. The documentation provided for Web.com users seemed like an afterthought that was never really completed”.
The client, as the end user, is responsible for backing up its’ website. The client is also responsible for maintaining those backups.
No migration policy - when transferring out of Web.com, the client is responsible for backing up and moving out all of your data.
PROS:
Conversion Rate Optimization: helps with creating stronger message, clearer content, and better call to action “Warms up your website” through content creation
The research and select keywords that will help in future campaings and help rankings on google listings
They also provide social media services
Internal Customer Dashboard helps SEOteric keep up with how you are doing and how you need to engage to get better results.
They offer month-by-month agreements, so that it keeps them focused on performing well each month and doing their best on your project to keep your business.
They create a long-lasting value, not a quick fix. Each of their services has a specific person or team assigned to it, which allows them to excel at what they do.
ISSUES:
-Packages are separate that are paid for at different costs. This can become expensive. (SEO service that we thought was geered more towards Visiting Angles liking ranges from $300-$1000.) (Social Media Service package we would recommend is $500).
-Developed in 2006, may not have the same experience as other SEO companies that have been around longer.
Please change “Action” title to the actual recommendation from each team and list details underneath.