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Digital Marketing Professional Development Review – Alina Homecare
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Digital Marketing Professional Development Review

Alina Homecare – Responsibility Readiness

Rating Scale Instructions

For each area, rate your current skill level on a scale of 1-5:

1️⃣
No Idea
I’ve never done this before and don’t understand it yet. I need full guidance and explanation.
2️⃣
Beginning to Understand
I have a basic awareness of what this involves but I still need a lot of support and clarification.
3️⃣
I Can Do This With Help
I grasp the main concepts and can carry out some tasks, but I need help to complete them reliably.
4️⃣
I Can Mostly Do This
I’m confident in most aspects and only occasionally need help with trickier parts.
5️⃣
I Can Do This Alone
I can complete this independently, troubleshoot issues, and even help others if needed.
SECTION A: GOOGLE ADS & PERFORMANCE MAX OWNERSHIP
1. Account Structure Planning: How confident are you in designing and implementing a complete Google Ads campaign structure for our home care services from scratch?
2. Budget Allocation Strategy: How confident are you in allocating monthly ad spend across different care service campaigns to maximise enquiries?
3. Keyword Strategy Development: How confident are you in conducting comprehensive keyword research and building keyword strategies?
4. Negative Keyword Management: How confident are you in building comprehensive negative keyword lists to prevent wasted spend on irrelevant searches like “care home jobs” or “nursing care”?
5. Match Type Strategy: How confident are you in choosing the right keyword match types (exact, phrase, broad) and understanding when to use each for home care terms?
6. Performance Max Campaign Creation: How confident are you in setting up and optimising Performance Max campaigns?
7. Asset Group Creation: How confident are you in creating effective asset groups for Performance Max, including writing headlines, descriptions, and selecting appropriate images for care services?
8. Audience Signals Setup: How confident are you in setting up audience signals in Performance Max campaigns using customer data, competitor targeting, and interest categories?
9. Bid Strategy Selection: How confident are you in choosing and implementing the right bidding strategies based on campaign objectives and performance data?
10. Bid Strategy Troubleshooting: How confident are you in diagnosing why a “Maximize Conversions” campaign isn’t spending budget and switching to appropriate alternative strategies?
11. Ad Copy Creation & Testing: How confident are you in writing ad copy and setting up A/B testing?
12. Ad Extensions Optimization: How confident are you in setting up and optimizing all relevant ad extensions (sitelinks, callouts, structured snippets, call extensions) for care services?
13. Responsive Search Ad Optimisation: How confident are you in writing 15 headlines and 4 descriptions that work well together in all combinations for care service ads?
14. Campaign Optimisation: How confident are you in diagnosing and improving campaign performance issues (e.g. low CTR, low conversion rate, budget not spending) across campaigns?
15. Quality Score Improvement: How confident are you in identifying low Quality Score keywords and implementing specific tactics to improve them (landing page relevance, ad relevance, expected CTR)?
16. Search Terms Analysis: How confident are you in analyzing search terms reports to identify new keyword opportunities and negative keywords to add?
17. Conversion Tracking Setup: How confident are you in implementing comprehensive conversion tracking for all enquiry types?
SECTION B: MICROSOFT ADS LEADERSHIP
18. Independent Campaign Management: How confident are you in managing our Microsoft Ads campaigns independently, including strategy decisions?
19. Microsoft Ads Import Optimization: How confident are you in importing Google Ads campaigns to Microsoft Ads and optimizing them for the different audience and platform characteristics?
SECTION C: DIRECTORY MANAGEMENT
20. Directory Strategy Development: How confident are you in developing a comprehensive directory strategy across various platforms e.g. homecare.co.uk or lottie.org?
21. Directory ROI Tracking: How confident are you in setting up tracking codes/phone numbers to measure which directories generate actual enquiries vs. just traffic?
22. Directory Profile Optimization: How confident are you in optimizing directory profiles with care-specific keywords, service descriptions, and local SEO elements?
23. Profile Optimisation Leadership: How confident are you in taking ownership of optimising all our directory profiles?
24. Review Management Strategy: How confident are you in developing and implementing strategies to encourage positive reviews across multiple directory platforms?
25. ROI Analysis & Reporting: How confident are you in analysing directory performance (e.g. Bark.com or Lottie) and making budget allocation decisions?
SECTION D: GOOGLE BUSINESS PROFILE STRATEGY
26. Complete Google Business Management: How confident are you in Google Business Profile maintenance?
27. Google Business Posts Strategy: How confident are you in creating a content calendar and regularly publishing Google Business posts that drive engagement and calls?
28. Google Business Insights Analysis: How confident are you in analysing Google Business insights to understand how customers find us and optimizing based on that data?
29. Local SEO Strategy: How confident are you in developing local SEO strategies to improve our visibility e.g. making content local, getting local reviews, finding citations/directory links?
30. Local Citation Building: How confident are you in identifying and building citations on relevant local business directories and healthcare-specific sites?
31. Local Content Strategy: How confident are you in creating location-specific content that ranks well for “care services in [location]” searches?
32. Performance Analysis: How confident are you in analysing Google Business and making adjustments?
SECTION E: SEO STRATEGY OWNERSHIP
33. Site Architecture Planning: How confident are you in planning and implementing website structure changes for better SEO e.g. parent pages?
34. URL Structure Optimisation: How confident are you in creating SEO-friendly URL structures for care service pages and blog content?
35. Core Web Vitals Optimisation: How confident are you in identifying and fixing Core Web Vitals issues (LCP, FID, CLS) that impact search rankings?
36. Schema Implementation: How confident are you in implementing and managing schema markup across our site?
37. Healthcare Schema Specifics: How confident are you in implementing healthcare-specific schema markup (Organization, LocalBusiness, Service, Review schemas)?
38. Content Strategy Development: How confident are you in developing comprehensive content strategies for our care services?
39. Keyword Gap Analysis: How confident are you in identifying content gaps by analyzing competitor keywords that we’re not ranking for?
40. Content Cluster Strategy: How confident are you in creating topic clusters with pillar pages and supporting content to establish topical authority in care services?
41. Competitor Analysis Leadership: How confident are you in conducting competitor analysis and developing counter strategies?
42. Backlink Opportunity Analysis: How confident are you in analysing competitor backlinks to identify link-building opportunities for our care services?
43. E-A-T Strategy Implementation: How confident are you in developing strategies to improve our site’s expertise, authoritativeness, and trustworthiness?
44. Author Authority Building: How confident are you in creating author bios, credentials, and bylines to establish expertise in care services content?
SECTION F: AI CONTENT OPTIMISATION LEADERSHIP
45. AI Tool Strategy: How confident are you in selecting and implementing AI tools for content optimisation across our site?
46. AI Prompt Engineering: How confident are you in creating effective prompts for AI tools to generate care-specific content that maintains quality and accuracy?
47. AI Content Editing: How confident are you in editing and fact-checking AI-generated healthcare content to ensure medical accuracy and compliance?
48. Content Quality Assurance: How confident are you in developing quality control processes for AI-generated healthcare content e.g. style guides?
SECTION G: ZAPIER AUTOMATION STRATEGY
49. Workflow Design: How confident are you in designing automation workflows to streamline our marketing processes?
50. Lead Routing Automation: How confident are you in setting up Zapier workflows to automatically route enquiries from different sources to the appropriate CRM fields and team members?
51. Integration Planning: How confident are you in planning and implementing integrations between all our marketing tools?
52. Multi-step Zap Creation: How confident are you in creating complex multi-step Zaps that involve conditional logic and multiple app integrations?
53. Troubleshooting & Optimisation: How confident are you in troubleshooting our automation systems e.g. zap errors?
54. Webhook Implementation: How confident are you in setting up and troubleshooting webhooks to connect custom systems or track specific events?
SECTION H: CRM STRATEGY & MANAGEMENT
55. CRM Strategy Development: How confident are you in developing comprehensive Bigin strategies for improving how enquiries are dealt with?
56. Lead Scoring Implementation: How confident are you in setting up lead scoring systems in Bigin to prioritise enquiries based on likelihood to convert?
57. Custom Field Strategy: How confident are you in creating custom fields in Bigin to track care-specific information (service type, location, urgency, etc.)?
58. Sales Process Optimization: How confident are you in analysing and optimizing our pipeline for better conversion?
59. Pipeline Conversion Analysis: How confident are you in analyzing conversion rates at each pipeline stage and identifying bottlenecks in the care service sales process?
60. Data Management Leadership: How confident are you in ensuring data quality and implementing data hygiene practices?
61. Duplicate Management: How confident are you in merging processes to maintain clean data?
SECTION I: ANALYTICS & REPORTING OWNERSHIP
62. Dashboard Strategy: How confident are you in designing and building dashboards?
63. UTM Parameter Strategy: How confident are you in creating and implementing a comprehensive UTM parameter strategy to track all marketing campaigns across channels e.g. a print URL?
64. Data-Driven Decision Making: How confident are you in making strategic marketing decisions based on data analysis?
65. Statistical Significance Testing: How confident are you in determining whether A/B test results are statistically significant before making campaign changes?
66. Reporting Strategy: How confident are you in developing reporting frameworks that drive business decisions?
67. KPI Selection and Tracking: How confident are you in selecting the most relevant KPIs for care services (Cost per Lead, Lead to Customer Rate, Customer Lifetime Value) and tracking them accurately?
SECTION J: SMS MARKETING STRATEGY
68. SMS Strategy Development: How confident are you in developing comprehensive SMS marketing strategies for care services?
69. Compliance Management: How confident are you in ensuring SMS marketing compliance with GDPR and marketing regulations for healthcare services?
70. SMS Segmentation: How confident are you in exporting Bigin lists for SMS based on fields like Initial Enquiry Type or Stage?
71. Automation Design: How confident are you in designing SMS automation flows for different care service inquiries?
72. Trigger-based SMS Flows: How confident are you in setting up trigger-based SMS sequences (welcome series, abandoned enquiry follow-up, appointment reminders)?
SECTION K: EMAIL MARKETING LEADERSHIP
73. Email Strategy Development: How confident are you in developing comprehensive email marketing strategies for our care services?
74. Campaign Creation & Management: How confident are you in independently creating and managing email campaigns from start to finish?
75. Email Template Development: How confident are you in creating responsive email templates that work across all email clients and devices?
76. A/B Testing Strategy: How confident are you in designing and implementing A/B tests for subject lines, send times, and email content to optimize open and click rates?
77. List Growth Strategy: How confident are you in developing and implementing strategies to grow our email subscriber base?
78. Lead Magnet Creation: How confident are you in creating valuable lead magnets (care guides, checklists, resources) that encourage email sign-ups from potential care service customers?
79. Dynamic Content Implementation: How confident are you in setting up dynamic email content that changes based on subscriber location, service interest, or customer status?
SECTION L: VIDEO MARKETING STRATEGY
80. Video Strategy Development: How confident are you in creating comprehensive video marketing strategies for our care services?
81. YouTube SEO Optimisation: How confident are you in optimizing YouTube videos for search, including title optimization, descriptions, tags, and thumbnail creation?
82. Video Analytics Analysis: How confident are you in analysing video performance metrics (watch time, engagement rate, drop-off points) to improve future content?
83. Video Production Management: How confident are you in managing video production from concept to publication?
SECTION M: WORDPRESS MANAGEMENT LEADERSHIP
84. Technical Management: How confident are you in handling technical aspects of our WordPress site e.g. site updates or setting staging site live?
85. Custom Field Implementation: How confident are you in setting up and managing custom fields for care service pages (service types, locations, pricing, staff credentials)?
86. Performance Optimization: How confident are you in optimizing site performance for better user experience and SEO?
87. Caching Strategy: How confident are you in implementing and configuring caching solutions to improve site speed and performance?
88. Image Optimization: How confident are you in optimizing images for web (compression, saving for web in Photoshop) while maintaining quality for care service photos?
SECTION N: ADVANCED TOOL MASTERY
89. Competitive Intelligence: How confident are you in using Ahrefs to develop competitive strategies?
90. Keyword Difficulty Assessment: How confident are you in using Ahrefs to assess keyword difficulty and selecting realistic target keywords for our care service content?
91. SERP Analysis: How confident are you in analyzing SERP features and competitor content to understand what type of content ranks for target care service keywords?
92. Content Strategy Development: How confident are you in using Ahrefs to identify and prioritise content opportunities?
93. Content Gap Analysis: How confident are you in using Ahrefs’ Content Gap tool to find keywords that competitors rank for but we don’t?
94. Backlink Strategy: How confident are you in developing and executing backlink strategies using Ahrefs?
95. Performance: How confident are you in using Search Console data to measure our search performance?
96. Click-Through Rate Optimisation: How confident are you in identifying low-CTR pages in Search Console and optimizing their titles and meta descriptions?
97. Query Analysis: How confident are you in analyzing Search Console query data to identify content optimization opportunities and new keyword targets?
98. Technical Issue Resolution: How confident are you in identifying and resolving technical SEO issues through Search Console?
99. Index Coverage Analysis: How confident are you in analyzing and fixing index coverage issues (crawl errors, excluded pages, duplicate content) in Search Console?
SECTION O: STRATEGIC THINKING & LEADERSHIP
100. Multi-Channel Strategy: How confident are you in developing integrated marketing strategies across all our channels?
101. Customer Journey Mapping: How confident are you in mapping the complete customer journey for care services and aligning marketing touchpoints to each stage?
102. Channel Attribution Analysis: How confident are you in analyzing multi-channel attribution to understand how different marketing channels work together to drive conversions?
103. Budget Management: How confident are you in managing and optimizing our entire marketing budget independently?
104. ROI Forecasting: How confident are you in creating budget forecasts and ROI projections for different marketing channels and campaigns?
105. Budget Reallocation Strategy: How confident are you in making mid-campaign budget reallocation decisions based on performance data?
106. Goal Setting & KPIs: How confident are you in setting realistic marketing goals and KPIs for our care services?
107. SMART Goal Framework: How confident are you in creating SMART (Specific, Measurable, Achievable, Relevant, Time-bound) marketing goals for tasks?
108. Competitive Positioning: How confident are you in developing strategies to position us against competitors?
109. Competitive Advantage Identification: How confident are you in identifying and leveraging our unique value propositions in marketing campaigns against larger care service competitors?
110. New Channel Exploration: How confident are you in researching and implementing new marketing channels?
111. Channel Testing Framework: How confident are you in creating testing frameworks to evaluate new marketing channels before full investment?
112. Technology Adoption: How confident are you in evaluating and implementing new marketing technologies?
113. Growth Strategy: How confident are you in developing strategies to scale our marketing efforts?
SECTION P: DECISION MAKING
114. Under Pressure Decisions: When a campaign is underperforming and needs immediate attention, you would:
115. Resource Allocation: When given budget authority, you would:
116. Presenting Results: When presenting campaign performance to management, you prefer to:
117. Team Collaboration: In strategy meetings, you typically:
118. Project Management: You prefer to:
119. Change Implementation: When implementing new marketing strategies, you:
120. Campaign Troubleshooting: When a campaign isn’t working, you:
121. Risk Assessment: Your approach to trying new marketing tactics is:
SECTION Q: RESPONSIBILITIES
122. Strategic Decision Making: How confident are you in making strategic marketing decisions that could impact our business?
123. Budget Authority: How comfortable would you be managing marketing budget independently?
124. Team Leadership: How confident are you in leading marketing initiatives?
125. Client Communication: How confident are you in communicating directly with internal stakeholders (e.g. Ops, Branch managers, James) about marketing strategy and results?
126. Crisis Management: How confident are you in handling marketing crises or significant performance drops independently?
127. Biggest Growth Opportunity: What area would most accelerate your readiness for increased responsibility?
128. Preferred Development Method: How do you learn best when taking on new responsibilities?
129. Support Needed: What support would most help you succeed with increased responsibility?
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