Need support?
We're here to support your loved one living with dementia.

Get Free Guide ❤️

Digital Marketing Professional Development Review – Alina Homecare
Auto-saved

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?
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

Strictly Necessary Cookie should be enabled at all times so that our website can function properly. You can read what these cookies do in our Cookies Policy.

Analytics Cookies

This website uses some cookies to collect anonymous information that helps us improve your experience. You can explore our Cookies Policy to learn more.

Powered by  GDPR Cookie Compliance