We’ve had several senior living communities contact us because they recently purchased a license for marketing automation technology, like HubSpot for senior living, only to realize they had no idea what to do next.
We liken this experience to the holiday season when you’ve scored the one thing your child desperately wants, only to discover there are a thousand pieces you need to put together before your kid can play with the thing. And, come to find out, the special little magic wrench that screws everything together is missing.
That’s exactly how it can feel after you’ve signed a license for marketing automation like HubSpot. As you enter your shiny new online portal, you suddenly realize how many moving parts are involved—and how much work it’s going to take to get campaigns and workflows up and running. Not to mention, where the heck is that special little magic wrench anyway?
Our biggest piece of advice to senior living marketing teams is this: First, take a deep breath. Second, ask yourself the following questions. Because the truth is you might need to outsource the onboarding work to an agency partner that has experience in HubSpot for senior living.
1. Do you have existing staff to power your HubSpot for senior living?
Think in terms of immediate onboarding (the first 90 days are important). But consider the long haul as well. Is your marketing department one person? Or do you have a larger department where you can assign someone ownership of HubSpot? Is anyone on your team HubSpot certified? Or do you have someone in-house who’s ready to become a HubSpot master?
What to look for in the answer: First, there’s no right or wrong answer here. People bring different skill sets to their senior living marketing roles, and that’s OK. You might get lucky and have someone who is fluent in HubSpot—or who is a quick learner and willing to put in the time to get there.
If you don’t currently have a HubSpot person on staff—and no one has the bandwidth to take it on—then that’s a good sign it’s time to work with a HubSpot agency partner, like us.
2. Do you know what info you need from prospects—and how to use this info to inform your lead-nurturing workflows?
Good marketing automation helps you give the right person the right piece of content at the right time. But this process doesn’t magically happen on its own. You need to understand your prospective buyers—and their journeys. And you need to configure HubSpot so that you’re asking site visitors for the right info when they fill out a form. And by “right,” we mean information that’s relevant to your prospective buyers, such as their role in the decision, the decision stage, and their motivation.
What to look for in an answer: We love the adage, “You don’t need to know how to build a watch in order to tell time.” The same is true for marketing automation like HubSpot for senior living. It’s OK if you don’t know how to configure it. What’s essential is that you understand what you want it to do—and that you can articulate this to a HubSpot agency partner who can set it up properly for you.
3. Do you have multiple properties that are on your HubSpot portal?
Onboarding one property can be hard enough for a senior living marketing department to do on its own. But when multiple properties are involved? That’s when things can get super complicated super quick.
You need to build templates, create nurturing workflows with branching logic, create a strategy for lead scoring, develop lead distribution lists, and understand how to use personalization tokens so all communities can share the same email, landing page, and newsletter templates. When you successfully do the latter, you won’t have to copy these items over and over again for each property.
What to look for in an answer: Honestly, if multiple properties are involved, you should definitely work with a marketing automation expert. Even if it’s simply to spot check and test the setup your own team did. The only thing worse than no marketing automation is broken automation that sends the wrong piece of info to the wrong person. (Or does silly things like getting the name field wrong, so the email says, “Dear Fred” instead of “Dear Mary.”)
4. Do you have the right content to keep the right prospects engaged?
When we say the “right” content, we mean content that will move marketing-qualified leads to sales-qualified leads. Think relevant blogs, e-books, videos, infographics, and the like. You’ll be serving up this content to prospects based on their lead score and the email nurturing cadence you assign.
What to look for in an answer: If your content is lacking, it makes sense to work with a digital agency that can provide guidance on HubSpot and produce strong content. Remember, HubSpot can only do so much on its own. HubSpot is powerful, but if your current content offerings are weak, the results will be mediocre at best.
5. Is your HubSpot for senior living aligned with your sales process?
When communities start using marketing automation, the sales teams often panic due to what they perceive as a sudden drop in leads. Sales teams are used to working “all” leads. Yet this approach is inefficient because the majority of leads aren’t ready for a sales interaction.
Marketing automation helps segment leads into marketing-qualified leads (MQLs) and sales-qualified leads (SQLs). Sales teams only need to follow up on the SQLs. The marketing automation will continue to nurture MQLs.
What to look for in the answer: The best way to avoid the panic is to educate the sales teams about this shift before you implement the software. This way you can address concerns. However, it can be hard to educate sales folks on this concept if it’s still a new concept to marketing teams as well. A good HubSpot agency partner can often provide training for both teams and ensure everyone’s goals are aligned.
How’d you do on our little “quiz”?
Did your answers surprise you? Did they make you realize that yes, your community needs assistance with configuring HubSpot? Let us help. We recently achieved the Platinum Tier in HubSpot’s Solutions Partners Program. This tier recognizes our expertise with all things HubSpot. We can help your community get yours up and running in no time. Get in touch and let’s talk HubSpot for senior living.