Another At-Bat: How to Rescue A Missed Opportunity Webinar

Another At-Bat: How to Rescue A Missed Opportunity Webinar

Here’s what you’ll learn: 

  • Inbound call handling best practices
  • Understand why calls fail
  • Expose blind spots in the customer journey
  • See how to calculate what its costing your organization to not effectively capture calls.
To Publish or Not to Publish? That is the Question About Community Pricing Webinar

To Publish or Not to Publish? That is the Question About Community Pricing Webinar

Here’s what you’ll learn: 

  • How to build a family/prospect experience strategy that scales.
  • How to interject powerful touch points that wows the family/prospect.
  • How to measure the efficacy of your customer experience strategy.
  • How to build your customer experience plan to deliver.
What You Need to Know About Your Online Senior Living Competition

Competitor Analysis: How Senior Living Communities Need to Evaluate Online Competition

You’ve likely set goals and key performance indicators (KPI) for your digital marketing strategy. Hopefully, you’re reviewing the data and adjusting your strategy based on the results against your goals. But to truly analyze your digital marketing success, you have to compare it to the results from your market. In other words, you need to conduct competitor analysis. This involves monitoring and measuring your competitors’ digital marketing efforts as well.

Want to be a better online sleuth? Focus on these top four areas and follow our tips.

Content

Look at what types of content perform best. Which blogs have the most reads or the greatest number of likes and shares? What sort of content offers does the competition promote? What about videos? Infographics? You get the idea.

Pro tip: And speaking of ideas, keep track of content topics that your organization hasn’t been capitalizing on—yet. We’re not suggesting that you plagiarize, but we guarantee looking at your competitors’ content will get your own creative juices going.

Website Traffic

It’s easy to fall down the rabbit hole when looking at competitors’ websites and related analytics. Focus on these metrics for a solid overview of a site’s performance:

  • Overall traffic by month
  • Unique traffic
  • Main sources of traffic
  • Who is visiting
  • Time on site

Pro tip: HubSpot has an excellent (and free) online website grader that can provide this top-level intel. If you want to go deeper, SimilarWeb has free and paid subscriptions.

Search Engine Optimization (SEO)

Search engine optimization has changed dramatically in the last two decades. One of the foundational elements is keywords (although the way we approach keywords has also evolved over the years).

  • What keywords are they bidding for?
  • What keywords are they ranked for?
  • Do they have any quality backlinks?

Pro tip: SpyFu is a great tool for SEO competitor analysis. WordStream takes a deep dive into eight tools (including SpyFu).

Social Media and Ads

When it comes to social media, look beyond “vanity metrics,” such as the number of followers, since those are rarely accurate. Instead, focus on engagement, such as the number of shares and comments. This will give you a better idea about what content is resonating with people.

Pro tip: Social Media Examiner offers a great list of four free tools to help you analyze and compare.

See how you compare with your competition!

Want someone else to do the heavy lifting for you? That’s what we do!  Click HERE to schedule a free consultation!

What Senior Living Marketing Agencies Don't Want You to Know

What Senior Living Marketing Agencies Don’t Want You to Know About Senior Living Branding

You may think you’re paying the senior living marketing agency for “custom” collateral, but in the end, it’s all the same: whatever they give you is simply another version of re-purposed designs.

Why? Because they can. Senior living marketing agencies have been doing it for decades, and richly rewarded during the process.

But here’s the good news: operators now have a better option for their senior living branding needs: our brand-on-demand technology: SMARTbrand.

Before we get into what SMARTbrand is, let’s quickly review design basics, copy, and collateral shelf life—and the inherent problems with each when it comes to senior living.

Senior Living Design Basics

Regardless of the senior living marketing project—brochures, rack cards, pocket folders, sell sheets, post cards, flyers, or invitations—limitations exist within the design structure itself. You have only so many placement options for the image, headline, copy, CTA, date and time, and RSVP fields.

Not to mention that only certain fonts work well for senior living branding (you need to avoid fonts that are too thin or too “scripty” because older eyes will have a harder time reading the copy).

And let’s face it: everyone buys the same stock images.

Senior Living Marketing Messages

There are only so many ways to describe the services, amenities, and programs that senior living communities offer. Sure, we can personalize the copy to add our branded names to the programs, but there are no new words.

Don’t believe me? Mystery-shop all of your competitors and lay out all of their collateral on the table (along with yours!) and you will see that it all looks the same and it all sounds the same.

Shelf life of Senior Living Collateral

The shelf life for most senior living collateral is under 30 days (longer perhaps for Independent Living). Event collateral and direct mail have a shelf life of under two weeks! These are the types of products that are best fulfilled with a brand-on-demand solution.

Say Hi to Our Brand-On-Demand Technology: SMARTbrand

Imagine taking all the marketing content that you’ve developed and paid for over the years and creating your own custom library for your teams to access—and doing so without ever involving an agency again.

Users could select a project, customize image and font selections from an approved gallery, and add their details (like dates, times, CTAs, RSVP info, and so forth). They then see a proof instantly and either download or professionally print the piece. And it’s not just print pieces, either. Users could also create digital assets, such as email banners and Facebook posts.

THAT’S the power of brand-on-demand technology, and it’s something we’ve perfected for the senior living industry with our SMARTbrand platforms.

Ready to save dollars, time, and endless headaches?

Demo our brand-on-demand solutions

A quick 30-min demo showcasing real web-to-print examples could change the way your

marketing department achieves slick and affordable campaigns, without the big overhead costs

associated with a third party agency!

Top 5 DIY Marketing Tips for 2019

Top 5 DIY Marketing Tips for 2019

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.

The Five Most Important Resident Marketing Trends

The Five Most Important Resident Marketing Trends

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
What Happened? How to Improve the Customer’s Experience Webinar

What Happened? How to Improve the Customer’s Experience Webinar

Marketing, sales and operations have a blind spot into the offline customer journey once a call lands with the sales channel.  Learn ways to deliver a consistent, branded customer experience to improve revenue performance.

You’ll learn:

  • Inbound call handling best practices
  • Understanding where breakage occurs in the customer journey
  • How to effectively score all inbound customer calls
  • How to optimize media to drive more opportunities
Ensuring a Successful CRM Adoption Webinar

Ensuring a Successful CRM Adoption Webinar

You’ve done all the research and decided on your new CRM. That was the easy part. The next step – CRM Adoption – is critical in getting the most value out of your CRM. How do you get user buy-in and engagement in embracing a new CRM? How do you create a culture of inclusion, in the selection and implementation process? And most importantly, how do you engage users during training and leverage the tools after implementation?

In this recorded webinar, you’ll learn:

  1. Why User Adoption is Important
  2. How to Use Best Practices to Get High User Adoption
  3. How to Involve the Team in the Selection Process
  4. Why Management Support is So Important
  5. How Training Impacts Use Adoption

Kristin Hambleton is the Vice President of Business Development for Continuum CRM. She began her career in senior living in 2010 as the Director of Sales for a multi-site CCRC. Her strengths in leveraging the CRM data for strategic planning, coaching her team to success, and improving processes within the organization led her to her current role. Kristin’s passion is assisting other marketing & sales teams in becoming more effective in their role using their CRM.

Making It Stick - Healthcare CRM Adoption

Making It Stick – Healthcare CRM Adoption

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 are motivated to build relationships with seniors, families, and professionals. They are energized by personal interaction rather than administrative tasks. So there is usually resistance to entering data, updating notes, and documenting activities. However, for sales manager, this documentation is crucial to identifying trends, barriers, and opportunities and for creating effective strategies. Here are some ways to reduce resistance and improve CRM adoption:

Create a User Advisory Board

Be sure there is representation of all user groups and stakeholders in the vetting and decision-making process of choosing the CRM. 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. What works, what is clunky, ease of navigation, duplication of data entry, integration, reports etc. Make a “good, bad, and ugly” list with each stakeholder group and look for consistency. Ask each group to make a list of their “hopes and dreams” to access their mindset about making a change. Sometimes teams are more comfortable using a terrible system that they know and despise rather than making a change to a better solution because they are afraid they will not be successful and may even lose 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 and third party referral sources, email blasts, tracking of email clicks and open rates, notification of when a prospect is on your website, dashboards, 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 the usage 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 because you will not get the data you need. Provide each test user a lead to enter and test the steps throughout the sales process (documenting advances, activities, adding notes, scheduling tours and assessments, documenting a deposit, and converting to a move-in) for each vendor.

Be Mindful Regarding Your CRM Selection

Here are some tips for choosing the right CRM for your senior living community.

  • Compare. Take the feedback from the focus groups and look for commonalities of the various stakeholders to find common ground. It is important to 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 will not 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 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.

Good luck!

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

What Should Go On Your 2019 Marketing Wish List?

What Should Go On Your 2019 Marketing Wish List?

It’s budget season and a time to dream BIG. That is, until you realize your budget hasn’t increased from last year, even though expectations have.

Not to mention there are so many choices: digital, paid search, social media, direct mail, marketing automation, advertising, radio—the list is seemingly endless. And each of these broad categories requires more decisions (for example, Instagram vs. Pinterest or Google AdWords vs. Facebook ads).

So how should you go about creating a reasonable marketing wish list for the 2019 fiscal year? Ask yourself the following questions to get started—they cover the most important areas that we recommend to our clients. Then, build your list accordingly.

1. Is your website on its last legs?

If your website is more than two to three years old, it’s time for a new one—or a solid refresh at the very least, one that includes enhancements to improve traffic and conversions.

If your communities are on separate URLs, consider integrating them into one domain so you don’t compete against yourself for SEO and so that you create a better experience for your site visitors.

Where to begin? Start by developing buyer personas to attract your ideal prospect, investing in a keyword analysis of your rankings compared with your competitors, and building a content strategy that combines the interests of your personas with relevant topics.

Oh, and make sure your site is secure, meaning your site should be using HTTPS and not HTTP. You could see your site traffic drop considerably otherwise. Learn why here.

2. Is your content getting results?

If you blog regularly with quality content, you should expect to see three times more visitors and 3.5 times more leads per month and a 79% increase in sales revenue from website leads within one year.

Is your content struggling to give you these results? Remember: consistency and quality are the essential elements—and harder to achieve than you might think. That’s why content should always make it onto your marketing wish list. You can always improve it and make it better.

At the very least—and especially if your content is currently underperforming—invest in an editorial calendar that is keyword enriched to improve your search ranking and use professional writers to create educational content.

Also, you should budget for at least one piece of premium content per quarter (think guides, e-books, toolkits). “Gate” this content in order to convert anonymous website visitors into prospects. Invest in quality landing pages to collect contact information.

3. Would automating your marketing help convert prospects to customers?

Ninety percent of the leads on your website are not ready to buy right away. Marketing automation technology nurtures the “not yet ready” leads by providing relevant content based on their expressed interests and creates workflows to keep them engaged until they are ready for a sales interaction—and once it’s set up, it’s completely turnkey.

Marketing automation completes follow-up in a way that is dependable, timely, and consistent with brand standards. It’s like having a 24/7 virtual sales person available at all times to ensure that leads are nurtured and advanced.

But good automation technology, like HubSpot, is an added expense—but one that will pay for itself over time—which is why you should add it to your marketing wish list.

4. How’s your CRM? (You have one,right?)

Customer relationship management (CRM) technology has come a long way in the last five years. You should not settle for an old, outdated, clumsy system that is a pain for your sales team and does little more than track tasks and activities.

Good CRMs help sales teams stay focused, build stronger relationships, and leverage excellent data to inform decisions. Choose a CRM that is in alignment with your sales culture, budget, and users’ technological skillsets. Make sure it offers training and onboarding to support adoption and success.

5. Is your data easy to digest and access?

It’s not that there is a lack of data available. It’s just that it is fragmented and un-integrated.

You should be able to track every marketing channel and every touch point in the customer journey and calculate ROI to inform strategy and spending, both online and offline. You should be able to access all this info in one dashboard, in real time, and analyze it by location, portfolio, service line, or investor – any way you need it.

If you currently can’t do this, make sure you add it to the wish list. Hint: often times you can get analytics and marketing automation software in one package, so look for products that can solve both problems.

Can you think of any other smart questions to ask as people prepare their 2019 marketing wish lists? Share in the comments.