Objectives & Marketing Strategy

Position Caring Home Care as a leading in-home care provider using a modern, mobile responsive website including video to support ongoing digital marketing campaigns aimed at generating and converting sales leads.

Marketing Strategy:

The primary focus for Caring Home Care is to drive more new business. Since most most prospects use the internet to research care providers, it makes sense to focus marketing and branding efforts on the web. A compelling website with relevant content for each of the target groups along with automated retargeting and nurture campaigns is likely the most cost effective way to engage and close a high percentage of prospects.

Green Dot recommends an integrated approach, where the marketing campaigns, website, email communications, retargeting ads and in-house CRM are all connected and working towards the same outcome. This system aims go generate web leads for the in-house sales staff to contact, then assists with the follow up process using dynamic and automated email messages to ensure each prospect receives the information most relevant to them.

Prior to investing marketing dollars, it is imperative to put in place the best and most compelling content the company can afford to produce. That’s because quality content reduces the cost-per-click and increases conversion rates – in short, good content reduces monthly marketing expenses.

The single most important touch point is the website, as that’s the first piece of content prospects will see after they click on an ad. Caring Home Care agrees that the brand should be updated in preparation for the new marketing push to ensure the website, emails, videos and retargeting ads reflect the quality of care the company provides. As a result, Green Dot will begin the process by updating the company’s brand ID and main touch points including the logo, tagline, stationary, and website.

Since the brand ID project includes the initial website design concept, the full site can be laid out and developed quickly upon approval of the new brand ID. A mobile responsive website featuring compelling video testimonials and specific landing pages for each core service offering will produce the best results at the lowest cost.

As the site enters development the campaign setup process is initiated with the aim to have the campaigns ready to launch simultaneously with the new website. Key initiatives for lead generation include search and social media marketing in the geographic regions Caring Home Care wishes to target. All leads are populated into a CRM called PipeDrive which is connected to a marketing automation platform called ActiveDemand. Together, these two systems assist the sales team with the follow up and closing process for each lead while ensuring that CHC management and the agency have full visibility into the performance of the campaigns, as well as each member of the sales team.

The data the system produces by diligently tracking every ad, email and prospect action makes analyzing and optimizing the marketing campaigns, as well as the creative and content, a scientific process. Working together, CHC and Green Dot can fine tune the outcomes, reduce costs and support the sales team to scale performance in a reliable and predictable manner.

Green Dot provides monthly progress reports and sets up live dashboards that provide clients with all of the information they need to determine the value of the services being provided. After three to six month, we will have established and vetted a formula that can predict how every additional $1,000 invested will impact the company’s bottom line. From there, the sky is the limit.