Effective Marketing: 5 Metrics Everyone in the C-Suite Should Know

Digital Marketing for Senior Living: 5 Metrics Everyone in the C-Suite Should Know

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A few years ago, Eat This, Not That! was published to provide advice on how to replace unhealthy food choices with better alternatives.

Today, we’re sharing Ask This, Not That! – a guide for VPs of marketing and the C-Suite to measure the effectiveness of their digital marketing for senior living.

We recommend focusing on five critical metrics:

1. Digital Marketing for Senior Living: Conversions, Not Traffic

Don’t be distracted by website traffic. Instead, focus on what matters: conversions. As in traffic that actually converts into customers.

Invest your budget in creating more website conversion points rather than simply increasing traffic. Here are some ideas for doing exactly that:

  • Blog more. Websites that publish new blog posts every week get 3.5 times more leads per month.
  • Create premium content such as guides, e-books, tool kits, and infographics. Gate them (put them behind a form) to increase conversions of anonymous visitors to leads.
  • Add live chat (like SiteStaff) to respond to prospects’ questions and convert chats to leads and tours.
  • Make your website experiential with interactive surveys (Roobrik), room planners (Design Floor Plans), and financial calculators.

Note: Marketing teams should be able to quantify how many leads have converted to inquiry calls (using call tracking, such as Marchex), scheduled tours, and brochure/ pricing requests.

Question to bring up during your next meeting with marketing and sales: “What are the conversion rates for each marketing channel?”

2. Digital Marketing for Senior Living: Not All Leads Are Created Equal

Asking how many leads are generated is the wrong question. A better question to ask is this: How many leads are Marketing Qualified Leads (MQLs) vs. Sales Qualified Leads (SQLs)? You should have a way of measuring both.

  • MQLs are early stage leads in research mode. They engage by reading blogs, downloading guides and brochures, and checking out pricing. Or maybe they are trying to self-qualify, but they’re not ready for a sales pitch. They want to be left alone until they are ready!
  • SQLs, on the other hand, are in the consideration and decision stages. These leads will opt into calls-to-action, such as “schedule a tour” and “speak with an advisor.” As such, it’s imperative that the sales team has immediate access to these leads.

Having technology that can apply lead scoring to quickly sort leads into MQLs and SQLs is critical in today’s competitive “speed to the lead” environment. And your marketing team should be able to provide the number of MQLs and SQLs in the pipeline.

Question to bring up during your next meeting with marketing and sales: “How do we identify MQLs vs SQLs so the sales team is working with the prospects most likely to convert?”

3. Digital Marketing for Senior Living: Nurturing the “Not Ready” Leads

Pressure on getting move-ins TODAY has created dangerous behaviors of focusing exclusively on urgent (high acuity) leads rather than building a healthy pipeline.

Each sales team member can realistically manage only about 10 active leads. So what do you think is happening with the other 200+ leads languishing in the CRM? Not much beyond maybe a few perfunctory “just checking in” follow-up calls to make an activity quota.

Marketing teams should have a strategy to keep the “not ready” leads engaged. Marketing automation (we use HubSpot) takes rote and repetitive tasks off the sales team’s plates and uses automated workflows to ensure that “not ready” leads are given resources while being exposed to your brand. Over time, this fosters trust and encourages the lead to advance to an SQL as they continue on their decision-making journey.

The best part? You can customize these strategic “drip campaigns” to each prospect based on their expressed interests and website behaviors. Links to blogs, premium content, newsletters, and event invitations keep prospects engaged until they are “ready.”

Question to bring up during your next meeting with marketing and sales: “What is our strategy to engage, nurture, and convert ‘not ready’ leads?”

4. Digital Marketing for Senior Living: Impact of Third Party Leads

The question most executives ask is “how many leads are in the CRM?” But a better question is this: “How many unique leads are in the database?”

A VP of Sales & Marketing recently told me that 80% of the leads in their CRM were generated from third party lead sources. This is important for two reasons. First, these leads averaged a 3% conversion rate. This means the sales team spends 80% of their time with low conversion opportunities. That leaves them only 20% of their time to work with leads generated from high conversion lead sources, such as friend and family referrals (35% conversion), professional referrals (40% conversion rate), and organic digital lead sources.

Second, these are shared leads – probably with five to seven of your nearest and dearest competitors. So in measuring actual lead volume, third party leads should only count as 1/5th or 1/7th of a lead. Counting third party leads as a unique lead will skew your actual lead volume and lull sales teams into a false sense of security that they have “plenty of leads” in the pipeline.

Question to bring up during your next meeting with marketing and sales: “What’s the lead percentage from each referral source category?”

5. Digital Marketing for Senior Living: It’s All About the ROI

At the end of the day, it is all about ROI. That is the difference between a marketing expense and an investment. You should be able to measure through every marketing channel—digital, paid AdWords and social campaigns, events, and traditional print, radio and TV advertising—the dollars invested and the leads generated in return.

Ideally, you should have a way to follow every lead through their journey and measure the cost per lead, cost per qualified lead, cost per tour, and cost per move-in. At Senior Living SMART, we help our clients go even further by calculating the resident lifetime value. Our clients provide the average length of stay and average rate by lifestyle for each community so we can accurately calculate the ROI of all marketing efforts.

Effective Marketing: 5 Metrics Everyone in the C-Suite Should Know

Question to bring up during your next meeting with senior living marketing and sales: “What is the ROI of each marketing campaign?”

Need help analyzing your analytics?

As a senior living marketing agency, we can help you understand the metrics that matter most. Get in touch!

How to Boost Occupancy & Lead Generation Through Inbound Marketing. Learn how we helped one client experience over 1200% ROI across 10 communities in fewer than four months! In this case study, track the growth of 10 communities using marketing automation, and view measurable results with reported ROI.

Download the Case Study
The First Conversation in Senior Living Sales

Senior Living Sales Tips: How to Engage Prospects Online

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Not too long ago, the first conversation with senior living sales prospects happened either over the phone with the initial discovery call or in person during an event or tour. Today, the first conversation with prospects is digital in nature. Eighty-seven percent of senior living sales start online, and providers have only seven seconds to engage prospects.

Here are five senior living sales tips to increase engagement and conversions.

Senior Living Sales Tip #1: It’s Not About You.

Your prospects don’t come to your senior living website because they have nothing better to do. They come because they have a compelling need or concern, many questions, and a desire to connect with helpful resources to guide their decision-making journey.

Remember, you only have seven seconds. So ask yourself how you’re going to connect, engage, and convert them to a lead. Prospects today are much more experiential in their research style. If you have relevant information, they will stay on your site. If not, they will bounce off to a competitor or third-party lead aggregator site.

So make sure you put the most relevant and helpful info front and center on your most trafficked pages, particularly the home page. Include calls-to-action that will lead people to helpful resources they can download. Make sure FAQs are easily accessible in the navigation (better yet, include a Live Chat feature so you can address their questions in real-time).

Senior Living Sales Tip #2: Create Content for All Stages in The Buyer’s Journey.

Ninety percent of website visitors are not sales qualified. Prospects in the Awareness Stage are looking for basic information (e.g., What are the options? What’s included? Can I afford it?).

When they move into the Consideration Stage, they are weighing pros and cons and transitional issues (e.g., Is home or community the best setting? What will we do with all the stuff? Is the family on board? How do we broach the subject with Mom/ Dad?).

By the time prospects move into the Decision Stage, urgency replaces ambivalence and the conversation shifts to timing and location (e.g., Which community is going to be the best fit? what funding sources can we tap into? How do we make a smooth transition?).

To meet prospects where they are, your website must offer a range of content types to consume throughout the journey and multiple CTAs (calls to action) to advance leads. You’ll want to gate some content, but you should also “un-gate” some content as well. Blogs make great un-gated content (we recommend two to four original educational blog posts per month). Offering downloadable activity calendars, menus, and newsletters works well, too.

Guides, e-books, and tool kits work best for gated content (the prospect must exchange limited contact information in exchange for the valuable resource). Offering digital brochures and pricing resources are very popular with prospects and have high engagement and conversion metrics. We have found that e-newsletters are the number one tool to re-engage website visitors.

Senior Living Sales Tip #3: Make Your Website Interactive.

Websites today have to be more than online brochures. Less copy and more interactive experiences will make the website “sticky” so prospects stay longer and come back often.

Need some ideas? Live chat (not self-managed, not bots, and not foreign-based) produces high conversion rates with 40% of chats turning into leads and 20% converting to a scheduled tour. Interactive surveys (such as financial calculators) and self-guided decision tools (such as Roobrik) engage and convert anonymous website visitors into marketing- and sales-qualified leads. Interactive site maps, virtual tours, and room planners allow prospects to explore from their couch, without the drive time or sales pitch.

Senior Living Sales Tip #4 Optimize the Contact Us Form.

Prospects at each stage will respond to different CTAs, so offer them a menu of choices. Create a “pick list” with options such as the following:

  • Download a brochure
  • Check pricing
  • Join us for lunch
  • Schedule a home visit
  • Schedule a tour
  • Attend an upcoming event
  • Speak with an advisor
  • Subscribe to our newsletter and/or blog

Sales Qualified Leads (SQLs) who opt in to face-to-face or voice-to-voice interaction should immediately go to the community sales team. We recommend marketing automation to nurture early stage leads with personalized workflows. This allows sales teams to stay focused on high-conversion opportunities without the distraction of following up with leads that are not ready.

Senior Living Sales Tip #5: Attract and Convert More Leads, Tours, & Move-Ins with Essential Resources.

Below, we’ve rounded up some of our favorite resources. But you can find others in our Senior Living Marketplace.

  • Senior Living SMART – website design, marketing automation, content development
  • SiteStaff – live chat staffed by college-educated Americans trained for senior living
  • Roobrik – self-guided decision tools with low lead-acquisition costs and high conversions
  • Marchex – call tracking to measure conversion points for digital, social, and traditional channels
  • Design Floor Plans – interactive sitemaps, room planners, 2- and 3-D floor plans

Need help getting your sales team to embrace this online environment?

We love working with marketing and sales teams. Our approach helps make everyone’s jobs easier. Let’s chat about your needs!

Top 5 DIY Marketing Tips for 2019

Top 5 DIY Marketing Tips for 2019

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Already working on your Q1 marketing plans? Join your fellow senior living sales and marketing professionals for this 45- minute webinar where you’ll learn helpful tips to get your promo plans in place for 2019.

  • Goal set based on numbers
  • Identify target personas
  • Select the right promotion for the job to be done
  • Select the right media for the job to be done
  • Measure a job well done

The takeaways from this webinar will help you better structure your goals, strategies, tactics and actions to drive more move-ins more effectively. We’ll also answer some of your questions.

Download Slide Deck Presentation
The Impact of Marketing Automation on One Senior Living Community

Marketing Automation: The Impact On One Senior Living Community

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Sonata Senior Living operates in highly competitive markets in central and southern Florida. They were looking for a way to drive more qualified prospects to their site, convert more tour and phone interactions, and determine the ROI of their digital efforts. We recommended marketing automation, since it’s both strategic and measurable.

Here’s the philosophy behind it…

Persona Development to Attract the Ideal Prospects

A persona is a fictional representation of the most qualified prospects with the highest opportunity to convert to a resident. Think about your most successful residents. They’ve lived in the community for a long time. They enjoy the amenities and lifestyle. And their families are involved and supportive. To get more of those ideal leads, you should develop buyer personas to understand common attributes, decision-making behavior, and key motivators.

Content Development to Attract More Qualified Leads

Once the personas are developed, the next step is to create an editorial calendar with relevant topics that are compelling to your personas throughout their journey. Content development should start with a keyword analysis for the target community and their nearest and dearest competitors. We focus on building a content strategy with topics for each persona and each stage within their journey.

Our copywriters work from keyword-rich titles based on our clients’ ranking for desirable keywords vs. the ranking of their competitors. For example, Sonata ranked lower on “Florida Senior Living” than their competitors. This keyword had a strong search volume, so we increased the number of blog titles with that keyword to elevate their ranking.

Boosting Conversions through Marketing Automation

Blogs serve as the bait that attracts interested prospects to the website, but gated premium content reels them in! Simply having regular blog content (we recommend two to four original blogs per month) will improve your SEO. But once you add gated premium content, conversions will significantly increase. For example, Sonata is seeing contacts double thanks to premium content.

Optimizing contact forms is a quick win. Offering multiple choices to prospects instead of only “contact us” or “schedule a tour” will allow prospects to opt in at the level they are most comfortable.

For instance, early stage leads are not ready for a tour, but they will eagerly download brochures and pricing. We like to offer “speak with an advisor,” “join us for lunch,” “schedule a tour,” and “receive our newsletter.” Sometimes just changing the location of the contact form can increase conversions.

Creating Workflows to Nurture Leads

Once a prospect takes the bait, marketing automation ensures that each prospect is nurtured according to where they are in the buyer’s journey.

Leads in the “bottom” of the sales funnel are ready to buy. We call these Sales Qualified Leads (SQLs). The goal is to get SQLs to the sales team quickly while integrating prospect information into the CRM.

Another goal is to keep Marketing Qualified Leads (MQLs) in a nurturing environment to build trust, provide valuable information and resources, and continue to advance them to SQL status.

Sending all leads to the senior living CRM is a distraction to the sales team. In addition, it often turns off early-stage prospects who aren’t ready for the sales pitch. Marketing automation can discern sales-qualified vs. marketing-qualified leads. Automation can also plate-up highly qualified and motivated leads to the sales team without losing the “not ready” opportunities.

Return on Investment – How Much Revenue Does Your Website Generate?

Sonata was interested in measuring the effectiveness of every marketing investment. They provided us with their average rent and length of stay by lifestyle. We tracked deposits and move-ins. Also, we were able to calculate the ROI of marketing automation and PPC efforts. In the first three months, Sonata realized a 1200% ROI. (Nope, that’s not a typo.)

Interested in learning more? Download the full case study today!

How to Boost Occupancy & Lead Generation Through Inbound Marketing.  In this case study, track the growth of 10 communities in just 3 months using marketing automation, and view measurable results with reported ROI.

Download Case Study

Senior Living Marketing Tips to Kick Start January 2019

How to Create an Effect Senior Living Marketing Plan

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It’s that special time of year. Dreams of sugar plum fairies and winter wonderlands are interrupted with the seasonal realities of Q4. A blizzard of demands grows our To Do list. And all of a sudden, it’s next year. Still a bit hazy from some holiday cheer, you might rush to cobble together a senior living marketing plan for Q1.

It’s fine, you think. After all, look at all those online and aggregator leads coming in!

But is it really OK?

Maybe not, especially when you consider the following…

  • Online leads tend to have a lower quality score than other lead sources, such as referrals.
  • Move-outs tend to increase this time of year, meaning you’ll need even more move-ins.
  • In some regions, weather can wreak havoc with promotional efforts.
  • Not to mention, as we update this article, a pandemic has changed senior living marketing (possibly for good).

So what can you do to make sure you’re not panicking on January 1?

Here are some strategies to follow NOW so that you can hit the ground running with an effective senior living marketing plan for the upcoming year, quarter, or month…

1. Set goals based on real numbers.

Number-driven goals are best, since it’s easier to measure their success. Move-in volume is a typical, measurable sales number (or, at least, it used to be pre-COVID). Set a realistic move-in goal for each month. If you’re not sure, look at the last 12-24 months. (You’ll want to consider 2018 and 2019 numbers to get a realistic sense of what the numbers look like during “normal” times. Then, you’ll want to consider 2020 numbers, too.) And set a monthly marketing budget. You need these numbers to plan.

Once you have a move-in number and a budget number for the month ahead (or better yet, the upcoming quarter or even the whole year), planning becomes easier.

For this exercise, let’s say the move-in number for January is 4.

Based on a budgeted 4 move-ins, how many leads do you need? Leads will equal the number of move-ins divided by your community’s lead-to-move-in conversion rate.

So let’s say your average lead-to-move-in conversion rate over the past 12 months is 12.8%. The math: 4 move-ins divided by .128 = 31 leads. So, in general, you’ll need 31 leads to produce 4 move-ins.

But is that really the number? Probably not for January.

Why? Well, what do we know about Januarys?

  • Online and lead aggregator volume typically spikes.
  • Move-outs often increase.
  • The weather stinks in ¾ of the country. Think ice, snow, rain, wind, and cold. And even if you’re working in a community that’s welcoming snowbirds, you’re thinking how you can keep them with you year-round.

Now, what do we know in general?

  • Not all lead sources are equal.
  • So many variables impact an average annual conversion rate.
  • Leads produced in the current month will most likely convert next month depending on several factors both in and out of your control.

So, most likely, you will need more than 31 leads.
All that said, 31 leads is a good starting point. From there, you can develop a senior living marketing plan that will generate these leads. Then, you can let lead aggregators produce gravy for you.

2. Identify target personas.

How do you bucket the various types of people contacting you and sitting in your CRM? Keep your various buyer personas in mind, including where they might be on their journey:

  • Some know they have problems, but don’t know what will solve them.
  • Others are researching their options on the internet (perhaps prompted by a postcard or a newspaper ad they saw).
  • Some are now calling you, touring communities, talking with lead aggregators, and actively weighing all the options (meaning your direct and indirect competition).
  • Meanwhile, a few are ready to buy, but they may have some concerns.
  • Others may move back up the funnel because of a bad tour, guidance from a friend, a change in financial situation, or other reasons.

You’ll want to bucket your targets.

  • On the lead generation side, you’re looking at seniors, their adult children, professional influencers, and residents with friends they can refer to you.
  • On the consumer side, you’ll look at demographic and socio-economic sweet spots based on an analysis of your CRM data with a data insights company.
  • On the lead nurture side, you most likely are bucketing by time frame to moving in – hot, warm, and cold.

Some of you may have more sophisticated lead scoring in place. Your hot and warm leads should be a enjoying a very personalized sales approach based on your discovery.

3. Select the right marketing campaign to get the job done.

Now that you’ve bucketed your targets, what will you do to generate new leads, nurture your various lead types, and influence professionals and residents to refer to you?

Consider three types of senior living marketing campaigns:

  • Event promotions
  • Product/brand promotions
  • Price promotions

Event promotions are designed to work hard to encourage someone to visit your community and experience the lifestyle you offer. If you are promising an event, you need to ensure you can pull it off successfully. Events are valuable for lead generation and lead nurturing. However, you can also leverage daily resident activities, clubs, and outings as lead nurturing events once you better understand the various interests of people in your CRM.

We recommend one event a month for lead generation. Yes, they are time consuming, but if executed well, you really drive home the value of what you offer to residents. (Psst. Need help creating collateral to promote your events? Check out SMARTbrand.)

Product/brand promotions focus on people on the early side of the buyer’s journey. So your message should focus on things like what you do and what makes your community different/better than your competitors. In essence, you’re making the local market aware of your community. This might involve placing advertisements in places that reach your target audience, both online and off.

Price promotions. We don’t recommend price promotions for lead generation. It cheapens your product and really confuses potential leads about how pricing works at your community. Price promotions are good sales closing tools for a part of your lead base already aware of all you do to offer value, quality, and peace of mind.

What are good ways to come up with promotions?

First, get a calendar of all the holidays during the year. Second, bring your community leadership team together to discuss promotions, especially event promotions. You’ll need their help to pull off successful events for lead generation purposes. Third, you can look at all the promotional options in a “brand-on-demand” system. These systems typically have a catalog of postcards and flyers, and you simply add your branding, event details, and community details. From there, you get them printed and distributed. (A great option is SMARTbrand.)

Select the right media.

Once you’ve figured out your promotions each month for your various targets, you’ll need to determine how you’ll get the promotions to them. This is where budgets are necessary. Some things you can do very inexpensively. For example, with SMARTbrand, you can easily customize digital banners, download them, and place them on social media or your website. But for lead generation, typically you’ll want to look at direct mail, advertising, and online services, too. You’ll also want some materials to hand out to residents and professional referral sources.

Measure a job well done.

How will you measure success? Remember, it’s import to record every inquiry. You may have criteria on what determines who goes into your senior living CRM, but knowing a postcard, print ad, or web page works to generate an inquiry is critical, even if the person ultimately isn’t interested or doesn’t qualify for your services.

You can use things like call-tracking numbers and special website landing pages for direct mail (there are seemingly countless ways to measure—we’re just mentioning a couple).

Bottom line: over time, this information will help you identify media and promotions that give you the biggest bang for your marketing buck.

Need help creating an effective senior living marketing plan?

You’ve come to the right place! We have decades of experience in the senior living industry. Let us help you create a strategic marketing roadmap that achieves the goals you’ve identified. GET IN TOUCH NOW!

The Five Most Important Resident Marketing Trends

The Five Most Important Resident Marketing Trends

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In 2017, LeadingResponse marketed to, and surveyed, more than 250,000 prospective residents, their adult children and caregivers to gain insights, and generate new move-ins for their senior living community clients.  During this hot topic webinar, you’ll learn more about the amazing data and results that were born out of this initiative and how to use that information to dramatically improve your occupancy.

What You Will Learn:

  1. Provide the latest resident marketing trends
  2. Discuss best practices based on data to generate new move-ins
  3. Gain consumer behavior details that increase your conversion rate
  4. Learn more about very targeted efforts to yield the strongest qualified leads
  5. Discuss the difference in behaviors between face to face leads vs digital leads
Download Slide Deck Presentation Download Special Report Download the Trend Report
Making It Stick - Healthcare CRM Adoption

Making It Stick – Healthcare CRM Adoption

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Let’s face it: one of the least favorite tasks of senior living sales and marketing professionals is updating their lead management database or healthcare CRM.

They prefer building relationships with seniors, families, and professionals. Or maybe they gain energy from personal interactions rather than administrative tasks. Entering data, updating notes, and documenting activities . . . not so much. However, for sales managers, this documentation is crucial to identifying trends, barriers, and opportunities. Not to mention creating effective strategies.

Reduce resistance and improve healthcare CRM adoption:

1. Create a User Advisory Board

Include all user groups and stakeholders in the vetting and decision-making process. Create focus groups comprised of community, regional, and corporate sales and operations team members.

  • Assess. Make a list of everything that the team likes and dislikes about what they are using. Ask each group to make a list of their “hopes and dreams.” Sometimes teams are more comfortable using a terrible system that they know and despise rather than making a change to a better solution. Why? Fear of change. Or concerns about losing their job.
  • Brainstorm. Create a wish list of features and functions that would make their jobs easier. Ideas include intuitive user experience to simplify data entry, automated lead integration with website, live chat,  goal setting, quick links to social media, integration with training resources, and document libraries. Dream big. This is an important decision!
  • Test. When you get to the testing stage with vendors, select a representative sampling from the advisory board to have them test and provide feedback. Always include your lowest-tech community user. Because if it is too complex at that level, then none of the fancy reports, dashboards, or bells and whistles will matter.  Provide each tester with prospect info to enter. Test the steps throughout the sales process. Think documenting advances, adding notes, scheduling tours, and so forth.

Be Mindful Regarding Your Healthcare CRM Selection

  • Compare. Take the feedback from the focus groups and look for commonalities. Select a CRM that meets everyone’s needs. Each user group needs to get a win—something that saves them time, makes documentation easy, integrates systems etc.
  • Alignment. One of the most important considerations is to align your new CRM with your sales culture. For example, if your goal is to motivate your sales team to spend time developing relationships with prospects and referral sources, the CRM should have the ability to measure and reward for that behavior. If your sales culture is more task, activity, and conversion ratio-driven, select a CRM that provides that data in real time. Your CRM won’t stick if your sales culture and training says one thing, and your CRM measures something else. Your sales team will always behave according to the structure of the CRM rather than the culture and training.

Selecting the Healthcare CRM Isn’t Enough

Once you’ve made your selection, you need to prepare your team for implementation. Here’s what to do.

  • Training & Reinforcement. Budget generously for the rollout! If possible, use a training center to train small groups outside of the community setting to limit distractions and interruptions. It usually takes two to three days for the initial training. Day one is a reinforcement of your sales culture and training to create alignment with the new CRM. This can be done in a community setting. You’ll then need a full day of classroom training using a test site to practice entering leads and explore all the features and functions. Day 3 can be either a half day or whole day training to demonstrate report functions, dashboards, and more sophisticated features, such as marketing automation. Users should leave this initial training feeling competent and confident. Schedule ongoing training sessions using remote screen sharing as well as open hours and help desks for questions.
  • Data Migration. This is a great opportunity to clean up your data. Work with your CRM vendor to “de-dupe” or merge your duplicate records for leads and referral accounts. Decide if you want to migrate all of your data or move only those within a specific timeframe (for example over two years old) or with specific stages (e.g., leads labeled as “lost”). Providing a clean data set will go a long way in getting users onboard.

Want to learn more about senior living CRM adoption? Watch for our FREE WEBINAR

Learn More!
SENior living marketing

Get the Most from Your Paid Advertising Budget: Consider Call Analytics

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Marketers in the senior living space face a challenge: They often can’t tie their marketing spend directly to its impact on their organization’s bottom line. The thin amount of data they receive shows their online campaigns are generating calls. But how many are from actual prospects? And how many calls are being properly serviced? This is where call analytics can help.

Baseline data—the number of clicks, calls, or visits—isn’t enough to run a thoroughly optimized campaign. Worse, baseline data can be misleading and costly. Senior living marketers need to identify, understand, and, perhaps most importantly, communicate to company stakeholders how their campaigns support the company’s bottom line.

Not All Call Analytics are Created Equal

Basic conversion analytics, such as click-through rates, form fills, email response rates, and call duration, may not tell the whole story. For example, when you run a Google Ads campaign, you’ll know exactly how many calls you received from the ads. What you won’t know is why the calls were made.

Take this real-world example, which illustrates our point: When family members want to reach a resident at a senior living property, they typically search online for the property name. Often, a paid search or display ad renders first. So, the searcher clicks to call the facility. In short, the ad did its job and delivered a call; it’s just not a new customer call as intended.

How prevalent is this? One Marchex senior living client found that over 20 percent of their paid search budget was consumed this way. In other words, one out of every five calls was from residents’ extended families. The calls were not driving new business, as intended. At a few bucks a click, this wasted spend can add up quickly and consume a budget.

Another contributing factor in wasted ad spend can come from inside the residence. A Marchex property management client found that 40 percent of their $100,000 monthly budget went to residents calling for maintenance. Call analytics helped the client improve their bid strategy, resulting in thousands of calls that actually drove new leases.

Call Analytics Help Align Marketing, Sales, and Operations

Adding call analytics into a senior living company’s marketing mix also delivers benefits to sales and operations. Marchex solutions facilitate reporting by surfacing call data by individual location. Once operations has visibility across multiple locations, they can identify opportunities to fix breakage in the customer journey, enable targeted agent training, and address other operational improvements.

Sales can gain insights into how agents perform. For instance, they can determine how closely agents follow sales scripts. Or they can learn how agents respond to callers (or whether they answer the phone at all). In fact, Marchex analyzed millions of senior living industry calls over a twelve-month period and found that 23 percent of calls to senior living companies go unanswered.

Finally, call analytics deliver insights that help marketers take an active leadership role in the company. With call analytics, you can prove value more effectively than basic analytics and help justify marketing and ad budgets. You can also provide value to operations and sales. Best of all, at the next annual budget meeting, you’ll able to offer data-driven results that demonstrate how your marketing is positively impacting the bottom line.

To learn how your marketing, sales, and operations can benefit from call analytics, download our one-sheet for senior living marketers and Call Conversation datasheet →

Marchex is the leading provider of end-to-end call analytics solutions, with the deepest and broadest set of applications for mid-market and enterprise businesses on the market today. The best customers are those who call your business. Marchex helps you understand who called and why, so you can turn more of these callers into customers. Learn more →

NEED HELP TRYING NEW IDEAS? WE’RE THE APP FOR THAT! 🙂

Seriously, we’ve been in your shoes, and we can help. We keep our eyes on the latest and greatest technology, including call analytics, and get a sense of if and how it could work for the senior living industry before we recommend it to our clients. Get in touch and let’s talk about how we can help.

Blogging Basics: Three “Must Do” Tasks & One DO NOT!

Blogging Basics for a Killer Senior Living Blog That Gets Results

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Having a senior living blog is a popular strategy to generate organic traffic, enhance search results, and keep prospects on websites longer.

That said, blogging does take careful planning. So before you start typing, check out these best practices.

Develop Buyer Personas for your Senior Living Blog

There’s no point in writing anything if you don’t know who you’re writing for. That’s where buyer personas come in.

Buyer personas are fictional representations of your ideal prospect. The persona encompasses background, demographics, motivators, and other types of information regarding how the prospect goes through the sales cycle.

Building strong personas will help you better understand your prospects. In addition, it will make it easier to tailor content to them, no matter where they are in the sales cycle.

For example, prospects who are trying to decide whether senior living is right for them are in a much different place than prospects who need to move within 30 days. You might create a downloadable checklist for the former. For the latter, a moving guide might make sense. You get the idea.

Make sure you don’t create buyer personas in a vacuum. While the personas are fiction, you need to base them on real people. Interview current customers, prospective customers, and lost customers so you can create an accurate persona.

Invest in Keyword Analysis for Your Senior Living Blog

Keyword research will tell you how prospects are searching in your local market. The analysis provides a list of the most common and popular keywords, the number of searches initiated monthly, the difficulty in ranking for each keyword, and where your community and your competitors currently rank.

For example, “assisted living” will be extremely difficult to rank for, but “assisted living Boca Raton” will be easier and more targeted to the type of prospects you want to attract (assuming your community is actually located in Boca Raton!). Remember, the goal isn’t simply to generate more traffic to your senior living blog. The goal is to generate more targeted traffic.

Create an Editorial Calendar for Your Senior Living Blog

With your keyword research in hand, select keywords with the highest monthly search results and moderate or low “ranking difficulty.” From there, you can create your editorial calendar.

  • The first step is to integrate these keywords into your blog titles.
  • Assign each blog to one of your personas. For example, adult children and older adults are going to be interested in different topics, so it’s important to map your content to the right persona.
  • Align your content with various stages of the buyer’s journey. Some prospects are in the early research stage, some are in planning mode, and others are in crisis and have to make a quick decision. Each stage requires different content based on where they are in their journey.
  • Schedule two to four blogs per month for best results. Remember, you want to deliver fresh original content on your senior living blog.

Don’t blog about your residents, employees, or daily happenings.

Prospects are not searching for your internal news and events. Blogs are not about you – they are for and about your prospects. You can use your social channels, such as Facebook, to promote content about your residents and employees, or you can create a News section on your website for these updates.

Need more help with your senior living blog? Let’s chat!

11 Strategies for Promoting Content & Measuring Results

11 Strategies for Promoting Content & Measuring Results

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So, you’ve got your content teed up, whether it’s a guest post, a hot take, or a summary of a survey you conducted. You’re done, right? Not so fast!

Producing quality content is the first step. But now it’s time to share your content and to understand which pieces help bring leads—and ultimately customers—to your senior living community.

Here are 11 strategies that will help you promote and measure your content like a pro.

1. Write irresistible headlines.
Your content could be the best in the world, but it’s worthless unless you’re grabbing people’s attention and getting them to read it. Headlines are crucial for this very reason, and there are several rules for creating good ones:

  • Make them explicit and concise.
  • Don’t give away the whole article, but don’t hide what it’s about, either.
  • Trigger curiosity. Appeal to emotions.
  • Use numbers or percentages when possible.

2. Put your content in front of targeted eyeballs.
Share your content in an email to targeted prospects(hint:segment your database according to buyer personas, and only share content that will interest that particular persona). Share your content on social media as well. Putting your content directly in someone’s inbox is a simple way to reach them, while posting content on Twitter, Facebook, or LinkedIn makes it easy for people to share.

3. Add tools to your promotions arsenal.
Use tools like Buffer to share content efficiently. Buffer allows you to queue up content you want to share on social media and then spaces out when that content is released throughout the day.

Want to learn more?

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Everything You Need to Know About Writing a Senior Living Blog

 

4. Embrace being a big fish in a small pond.
Don’t view the fractionalized senior living market as a threat. View it as a marketing opportunity to specialize in a niche.

5. Don’t date yourself.
When publishing articles that aren’t news-oriented,don’t include the date. With information that’s useful no matter when it’s posted, including the date may discourage someone from reading it as time passes.

6. Connect with everyone on social media.
Create a separate account if necessary on Facebook or Instagram for consumer-facing marketing and make sure to do the same on LinkedIn for referral contacts. It’s a content sharing platform—treat it as such. Content marketers benefit from connecting with each other.

7. Be a fount of information.
Content marketing is a test of generosity. It costs nothing to give away your best advice and knowledge, and that’s how you’ll win the relationships that give you the links, the authority, the rank—all leading to getting qualified visitors on your website.

8. Use data to your advantage.
How much authority does your page have? Find out with tools like Google Analytics. Make use of available data and adjust your content accordingly.

9. Focus on what matters.
There’s a very long road between getting a “like” and making money. A very low number of social media interactions convert into leads. Your website is much more likely to get a visit from a Google search, so put the bulk of your energy into where you get the best results.

10. Share content that people want to see.
Look at what’s getting shared and clicked the most. Use Google Analytics to find the articles that will get people to subscribe to your newsletter. Put these items on your sharing list.

11. Know when to share.
Track your web traffic and email click-through performance to find out when people click on your content. So if you find your Facebook audience engages around noon on Fridays, but LinkedIn folks seem to get into your stuff on Wednesdays between one and four, schedule your posts accordingly. For further insights, check out this industry research regarding the best times to post on social media.

What tips do you have for promoting content and measuring results? Share in the comments!

ABOUT THE AUTHOR: Andy Crestodina

Andy Crestodina is the author of Content Chemistry: The Illustrated Handbook for Content Marketing. Andy will be sharing his wisdom in two presentations at the 2018 Senior Care Marketing Sales(SMASH)Summit taking place Oct 1 – 3 in Chicago: Content Marketing Micro-moments: Turning Traffic into Leads and Leads into Conversions and Content Marketing 2.0. Drive your Content Engine in 2019.

Sign up for our free webinar “Content, Conversions and Lead Generation” on Thursday September 6th at 1:30PM EST.