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Module 5 Pre AssessmentDarcy KilmerMaster of Healthcare Administration, Walden UniversityFM003: Marketing Opportunities and ChallengesDouglas SloanMay, 20221
Promotional Strategies and TechniquesWhen looking for any service or product online, people first look at Google. Searchengine optimization would be when a company comes up in a search, more so towards the top ormore frequently than other companies. Local SEO (search engine optimization) is a strategy toaid companies in becoming more visible in local search results. For instance, if someonesearches for home health agencies in Ontario, St. Joseph's Home Care shows more to the topthan the bottom. How often do you click the first few results rather than those in the middle orbottom of the page when searching? Every time, right? Google has an algorithm that changesbetween 500 – 600 times per year. Google will track your location to show you results in yourcity and state when using your phone. To better harness local SEO, hot keywords for web pagesare essential, optimize local keywords on the company website, and manage keywords in thelocal backlinks; when your website becomes established with hot keywords and strong linkage,results should be tracked and monitored to see how the company shows up in the search engines.(Mailchimp, 2022) One of the disadvantages of local SEO branding is that it takes time toestablish, but a benefit is once it is installed, leads will start pouring in, and it won't take as muchto maintain the position in the search engine. Another advantage of local SEO is it stands forlongevity overall and is a long-term investment.Video or television is still a highly preferred way to consume any content; Seniors are nottech-savvy, so social media may not be the best way to begin to think about their home careneeds. Most times, it may be true, when selecting a home care, an adult child caregiver is the onedoing the most research, those seniors at home are watching television. Video or television is a2
powerful way to bring potential clients into the home care experience and gets them a glance intothe services offered and customer experience.Pay Per Click Advertising (PPC) drives home care leads ready to take action and bringcare into their homes. PPC works as an advertising channel where the company only pays whenconsumers click on the ad. The ads become triggered when someone performs a search with ahighlighted keyword. PPC can be used to attract clients and caregivers alike. The goal for anyhome health agency is to get as much traffic and inquiries as possible. PPC goes hand in handwith Local SEO results. A disadvantage to PPC is that once the funding is gone, the ads will stopand the clicks. PPC is a short-term fix to get the name and brand out there. A benefit would be itcan attract clientele and protentional staff. (Olivio, 2021)Advantages and DisadvantagesWhile there are substantial benefits to investing and maintaining local SEO,disadvantages are imperative in deciding whether to implement it or not due to cost. SEO is along-term investment with no instantaneous gratification; there are also no guarantees in results;the market is highly competitive, so there will be gambling for the best development in play(Porter, 2022). Television and Video marketing consistently holds excellent value when doneover time, and commercials will stay with consumers. Television advertising is still a good

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Term
Fall
Professor
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Tags
Marketing, Pay per click

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