Merrily Orsini's » strategy

What is Inbound Marketing?

Merrily Orsini — Fri, 04 Nov 2011 12:49:24 +0000

In today’s technology-driven marketing environment, there’s an ever-changing language of buzz-words. At the moment, I’d say the most important term to have in your vocabulary arsenal is ‘inbound marketing’. To introduce and examine the most effective strategies for marketing home care, I’ll be sharing a series of blog posts that will work through the overall process of strategic inbound marketing and more. So, to begin, I’ll start with an old-fashioned definition.

Definition of inbound marketing: Using the Internet and related media to learn about products or services; offering useful information, tools and resources to attract and develop relationships, educate and engage.

Platforms used with inbound marketing: SEO; Blogs; PPC; Social media; QR codes

Inbound marketing means remaining relevant with your audience—and building an online presence that fits the new model for how people find goods and services. With high-speed Internet access available almost anywhere and with smart phones and tablet computers quickly becoming the hub for much of home care sales and marketing, social networking, mobile-friendly websites, online directories, industry blogs and interactive communities should be an active part of any marketing strategy.

Confused about where to start? My next post will explore website design and development—which is a necessary starting point for implementing inbound marketing. I have plenty to say about content creation, search engine marketing, and mobile applications. A good company website is arguably the most important marketing tool and absolutely crucial. Read this recent article that I wrote which may serve as a great introduction to our continued discussion.

In the meantime, if you have questions about marketing your home care agency, I would love the opportunity to strategize to help you meet your marketing needs. Or, book me to speak at your next home care or marketing event.

High Water Covers all Stumps

Merrily Orsini — Mon, 20 Sep 2010 12:56:07 +0000

This is just a great way to describe the mentality when things are going well. When the water is high, all the problems seem to disappear and the mood is elevated and working on long term results seems less important. However, let the waters recede, and the stumps show their ugly, dangerous heads. They were there all the time, but the high water, and the stumps lack of visibility, made them seem somehow less dangerous.

Selling products or services, maintaining profitability, working towards greater efficiencies, foreseeing the future in your industry are all things on which a business owner needs to keep a keen eye, and a sharp planning tool.

What can you do when the water is high to remember the stumps are there, so when it recedes you are not surprised at the dangers, but are equipped to navigate around them, go over them, or pass through them safely?

Here are some tips to keep you focused when times are good and when they are bad:

Always lead with optimism, even when you can see those stumps
Collaborate when it makes sense to do so and is practical and relevant, but watch that action is occurring and abandon process if stagnant.
Building a culture of excellence will always pay off. Focus on it. Build it. This is a great way to get through the tough times.
Change is good, as we live in a constant state of it. Be an agent for change.
Go forth and be a fearless leader.

You go where you look so look where you want to go. This will get you through high water and the stumps.

Survival of the fittest

Merrily Orsini — Wed, 10 Feb 2010 22:30:49 +0000

Even though it is February and we are roaring into a week culminating with Valentine’s Day, I keep finding ideas that are exciting challenges to success in the future. Take these from Amy Casper who wrote them for Open Forum while she was lamenting on the woes of 2009:

Some tips for surviving and thriving in 2010:
• Lead with optimism–always.
• Collaborate when practical and relevant–but don’t create subcommittees.
• Focus on and build a culture of excellence, base it on trust and it will see you through the tough times.
• Be a change agent.
• Be fearless.

As I head to Miami for the National Association for Home Care and Hospice Board Meeting and then the national home care strategic planning day on Friday, Feb 12th, I am challenged to live by these tips and a few more of my own:
Plan the work and work the plan
Know the audience before you speak
Integrity will always win, in the end
What goes around comes around (although maybe not in the timeframe you would like)

Do you have any words of wisdom or tips for survival for 2010? Share them, please!