Home care agencies are already business-to-business companies (B2B) if they work with institutions to receive referrals. They are also business to consumer (B2C) since they market directly to consumers who need care for themselves or their loved ones. B2E websites and B2E marketing is a critical focus for growth.
We're honored to make this distinction, and we relish what this means for the company this year and beyond!
Part of the reason we were chosen for this distinction is because of a belief that we hold. And we aren't the most outstanding growth marketing consultancy because of what we do, but what other agencies do, or rather, don't do:
We believe that the current marketing agency model is unfair, and we believe there is a different way.
And here's where we stop talking about us, and start talking about the problems we have encountered with traditional agencies and even inbound agencies.
We tend to think of our websites in the singular. You may think that you “have a website” (i.e., one) and that one site is where everything has to fit. It’s easy to think that one business or organizational website is the single container for all of your online presence, but that’s not the reality for effective web marketing. Effective web marketing includes multiple landing pages, sub-sites or micro-sites for specific purposes all with the goal of giving people the exact information and opportunities that they need to become our customers.
It's easy to get excited about the latest "shiny object." We're excited about robotics, machine learning and creating computers that will be doing a variety of human tasks. We're even making quantum particles work for us in computing, and hopefully, they'll deliver value in the future. Software is making it possible for us to take what was available previously only to the mega-corporation into even the smallest start-up or to the individual home.
If you wonder whether inbound marketing can focus on digital ads and organic SEO (search engine optimization), the right answer is often - "yes." Making a choice about whether to include ads along with inbound marketing and its native SEO vs. digital ads is based on your business needs. Inbound marketing, done well, can address both long-term and short-term business goals.
Keywords are like VHS Tapes; if that’s all you have, you’re going to miss out on better opportunities.
Some things that you thought you knew about Search Engine Optimization (SEO) aren’t true anymore.
In the beginning, there was only one form of marketing. This marketing focused on pushing out advertising that interrupted people (think TV commercials, radio/magazine ads). Called outbound marketing, it used interruption as the primary tool and placed a product or service in the way of the actual information or entertainment that people were consuming. This form of marketing began to shift with the introduction of the internet. In 1999, Seth Godin published a book called, "Permission Marketing," during the era in which search engine optimization (SEO) and inbound marketing began to take shape. But is inbound marketing alone, enough to create growth?
SEO brings you “organic traffic,” which delivers to customers who are searching resources that solve their challenges. At the top of the same page that the organic listings appear are both the local SEO results and paid search ads. Paid ads are marked with an advertisement symbol, and people know they are click-us ads that appear on the top of the search page. While these ads are working better than they used to, people still trust the organic listings and the local listings more than they trust paid advertisements. But that does not mean they have no value. For most home care agencies that want to grow, a combination of paid and organic listings is most effective. However, reliance on paid ads only is not a good strategy for sustaining business growth.
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