What are some of the biggest senior living digital marketing mistakes that we see day in and day out? Keep reading!
Mistake #1: Not having a plan or strategy.
It’s OK to wing some things in life, like creating a soup using whatever is in your fridge. But marketing is not one of those things. Well, we suppose you could try to wing it. But we guarantee you won’t be happy with the results.
Why is this the case? Well, marketing has gotten a lot more complex in the last two decades thanks to search, social media, and smartphones. In the “old days” of marketing, you could get by with an ad in the Yellow Pages (remember those?) and direct mail. That’s not the case now. You need to think about organic search, paid search, your website and blog, social media, and yes—some of those traditional marketing methods, like direct mail and print ads.
Because marketing is so complex, you need to have a senior living digital marketing plan in place. A good plan will make sure you’re implementing tasks that will achieve your goals. It will also keep everyone “honest” in that everyone knows what needs to happen day to day, week to week, and month to month.
Bottom line: Sure, you might be able to get by for a little while if you opt for a haphazard seat-of-your-pants approach. But it will catch up with you. Why wait to fail? Focus on developing a strong senior living marketing strategy now so your community (and marketing and sales teams) can reap the rewards.
Mistake #2: Not being consistent.
Too often we see senior living marketing teams getting psyched once they have a plan, but then the reality of work life interferes, and that awesome plan falls by the wayside or fizzles out over time.
Here’s the thing: effective senior living digital marketing is all about consistency. Lather, rinse, repeat—that’s the name of the game. Marketing guru Seth Godin refers to this as the “Drip, drip, drip” of marketing. You need to show up every day and engage prospects and delight them before you can turn them into residents and—hopefully—raving fans.
Bottom line: If you fall off your marketing horse, be kind to yourself. It happens. And before you get back on, ask yourself and your team a few questions: Was the plan realistic? Do you need to delegate more? Do you need outside help from a digital marketing agency?
Mistake #3: Not paying attention to results.
Why do all the work if it doesn’t deliver the results you’re looking for (i.e., move-ins)? We hate busy work just for the sake of looking busy. That’s where strategy comes into play. But not all strategies are going to be winners, which is why you need to monitor and measure the results.
Bottom line: If one particular marketing activity isn’t generating any leads—or it isn’t moving the marketing-qualified leads to sales-qualified leads—then you need to reconsider and recalibrate. You might want to tweak the activity in question and see if you get better results. Or you might want to put more time and money into the task that is working.
Mistake #4: Not embracing automation.
This one goes hand-in-hand with #2. The biggest reason that communities become inconsistent with their marketing is because they haven’t implemented tools that’ll help them be successful. And the tool we’re talking about here is marketing automation.
It would be impossible for one person or even one team to be responsible for manually doing things like analyzing and scoring leads, serving up and assigning the sales-qualified leads to the sales reps, and sending specific emails with specific content on a specific day and time to the marketing-qualified leads.
The only way to make it all work is through some sort of marketing automation. Any senior living community that shuns the idea is only hurting itself—and its marketing and sales teams. Don’t be this community!
Bottom line: Marketing automation makes life easier for marketing and sales teams while also delivering excellent results. (Provided it’s implemented correctly!) Psst: Need help sourcing and setting up the right marketing automation for your community? We can help!
Mistake #5: Not seeking expert help when you need it.
There’s no shame in outsourcing some of your digital marketing work. Even the most competent teams could use support—or even some strategy guidance from an objective third party. The key is making sure you use a senior living digital marketing agency, one that has experience in both digital marketing and senior living.
Bottom line: Senior Living SMART is the only agency whose team members have experience in digital marketing and senior living. We can help you avoid the big mistakes and get the results you crave. Get in touch!