Measurement of the tactical efforts:
Marketing automation and return on investment ROI tracking are critical pieces of the puzzle for businesses now. On a basic level, Google Analytics offers every organization, for free, good baseline analytics that show who is visiting, allow for the creation of goal-conversion campaigns (for instance the download of a whitepaper or document on your care services.)
More sophisticated ‘inbound marketing’ or ‘lead generation’ services are dives into ‘big data’ – truly understanding WHO is coming to your web site (by name) and systematically reaching out to them by content creation targeted at specific keyword searches. They’re out looking for your services, your caregivers and families. If you’re not on their searchable radar, your organization is, for marketing purposes, invisible.