Outline

1. Definition2. Why Online Marketing?3. Methods4. How to get started5. Measuring online marketing

What is Online Marketing?

• Marketing of Products and Services online• Includes e-mail, wireless• Includes both technical and creative sides

What you already know

• Seniors are growing in number• More seniors online than ever before• Seniors and their children have

disposable income

Seniors lag, but are catching up

Source: Pew Research Center, Generations 2010 Report

Senior Activity

Seniors are now more likely to:

• Use Internet for Research

• Use Social Networks• Listen to iPods• Watch online video

Source: Pew Center Research, Generations 2010 Report

Senior Activity

US Internet Users 55+

• In 2010, 16 million people 55+ were on a social network

• As of 2011, 27.4 million people + were on a social network

Source: ComScore, February 2011

Facebook Growth by Age (US)

Source: Facebook’s Social Ads Platformhttp://facebookflow.com/interesting-facebook-demographic-statistics/

Projected growth rates of user bases in Facebook over one year from 1/4/2010 to 1/4/2011

What is so special about Internet Marketing?

1. Growth- Always connected- Lower entry costs- Social Media

- Easier to click - Push v. Pull

What is so special about Internet Marketing?

2. Targeted- Niche websites - Eg. Senior living sites, medical sites, retirement home seekers - Send e-Newsletters to key demographics- Small or large audiences

What is so special about Internet Marketing?

3. Measurable - Track clicks from marketing campaigns- Free Tracking Tools (Google Analytics)- Track website visitors - Visitor’s location - Actions taken - Which pages viewed

What is so special about Internet Marketing?

4. Worldwide Reach

Anywhere,Anytime

What is so special aboutInternet Marketing?

5. Viral

Friends tell friends viaTwitter, Facebook, etc.

Source: InternetWorldStats.com

What are seniors doing online?

Seniors look for credibility

Source: Pew Center Research, Generations 2010 Report

Internet MarketingMethods

Banner Ads

Search Engines

Search Results

Search Results

Directory

Directory

Social Media

Social Media & Generations

Source: Pew Center Research, Generations 2010 Report

Methods Summary

•Banner Ads – Web 0.1

•Search Engines – Web 1.0

•Targeted Directory – Web 1.5

•Social Media – Web 2.0

All clicks were not created equal.

Cost Per Click (CPC) Ads

Placing a “Sponsored” search ad on Google and Yahoo!

1. Identify and select Keywords2. Set your daily budget and

max keyword bid amount3. Create your ad

• Headline• Description text• Web address

Search Engine Marketing (SEM)

AdwordsCost per

ClickMonthly Traffic

Retirement Homes $3.87 1.2 Million

Ohio assisted living $3.41 12,100

Columbus assisted living

$3.58 1,900

Source: Google Adwords Traffic Estimator Toolhttps://adwords.google.com/o/targeting/Explorer

Pay Per Click can

get expensive

Search Engine Optimization (SEO) Process

Source: Hitwise.com, March 2011

Search Engine Use

Step 1: Identify Keywords

Goal: What words/phrases do peopleuse to search?

Include general, geo-targeted and niche terms. Ohio retirement home

Alternate Phrases - Google Adwords Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal

SEO Step 2: Create the Content

• Optimize existing content– Include keywords in Page Titles, Headings, body text– Keywords in web address

www.tyndallestates.net/about-tyndall-retirement-home.html– Focus on several keywords only

• Eg. “retirement home independent living”

• Include geographic terms– Eg. “Columbus Retirement Home”

• Include a Site Map on your Site

SEO Step 3: Linking

• Inbound links• Get quality links from:

• Industry Association websites• Online Directories• Senior Living Writers and Blogs

• Link quality

DirectoryListings

Why get listed on a Directory?

• Directories are prominent on first page search results

• Can see everything at once• Can also improve your rankings• When people search, where are you?

Marketing Price Models

Pay Per Click (PPC)– Unlimited potential cost– Safe from paying a lot for a little– Click Fraud

Fixed Price – ie: RetirementHomes.com Directory- Fixed, predictable cost- Higher targeted traffic- More traffic means lower cost per conversion

MeasuringOnline Marketing

What the terms mean

• Hits: Each file requested

• Page Views/Impressions:Each time a web page is loaded

• Unique Visitors: The number of peoplewho visited the site

Measurement ToolsCompete.com (free) compares the estimated traffic activity

Summary

• Internet Marketing overtaking traditional• Get your site optimized for search engines• Pay Per Click can be expensive• Directories can be a cost-effective option• Do your research• Measure the results!

About RetirementHomes.com

• Service offerings:– Online Directory– Staffing– Marketplace– Senior Living Resource

• Search Engine Optimization (SEO)– Get better Google rankings

• Web Design

Twitter.com/News4Retirement

Facebook.com/RetirementHomes

YouTube.com/user/RetirementHomes

Questions?