One of the most interesting things about owning a senior living digital marketing agency is that we get to play with all the marketing technology our clients use to increase lead generation and conversions.
As a holiday gift to you, here are some of our favorites—and there are some lumps of coal at the end!
Senior Living Digital Marketing: Here Are a Few of Our Favorite Things
Website: WordPress. Why? Because your website is your most important marketing asset, you must own it, not rent it. You should be able to access simple updates without getting in line and taking a number. WordPress is affordable, accessible, and intuitive. Plus, integrations are a breeze.
CRM: WelcomeHome. Why? Oh, where do I start? WelcomeHome is a senior living CRM designed to help sales teams succeed thanks to intuitive navigation aligned with the prospect journey, straightforward customization, amazing customer service and training, stress-free data migration, robust reporting, and every integration you could possibly want. WelcomeHome wants to be the best CRM; it doesn’t force you to buy other proprietary add-ons. Instead, it allows for integration of choice.
Marketing Automation: HubSpot. Why? This all-in-one marketing suite is the simplest solution for measuring the ROI of every marketing channel. You can consolidate all your marketing channels in one place, including website performance, local search, organic search, Google Analytics, social media, content marketing, paid ads, email marketing, live chat, and prospect engagement tools. The reporting dashboards are elegant and allow users to create custom views by region or portfolio/ownership group.
- PRO TIP: The technology solutions described above are your best foundation for successful senior living digital marketing. Combining these three tools will eliminate blind spots between marketing and sales.
Prospect Engagement Tool: Roobrik. Why? This is the best tool to help operators find early-stage prospects to fill the sales pipeline with future opportunities. Remember, your website has a significant audience of “not yet ready” prospects. They won’t click to call or schedule a tour, but they will engage in Roobrik’s educational surveys to help with their independent research. You’ll learn so much about who is visiting your website, including their motivation, objections, and qualifications, all of which is valuable marketing intelligence.
Chat: SiteStaff Chat. Why? Their recent updates combine what all our clients need: AI capabilities when acting as a self-serve chatbot combined with live human chat for more in-depth conversations. It’s HIPAA compliant, and all chat hosts are US-based and hired for empathy. Use the bot function on mobile and for after-hours inquiries. Offer the live human chat on desktops where typing is more intuitive.
Local Search Tool: BrightLocal. Why? This platform manages Google Business Profile updates, directory listings, and reviews. They also offer an extremely helpful local search grid that shows how every community ranks for local search results by keyword. You will know in five-mile increments which competitors are beating you in local search.
Senior Living Digital Marketing: Lumps of Coal to Avoid!
Any website content management system (CMS) that is proprietary. Don’t get fooled by the “easy button” of templated rental websites. If you don’t own your hosting license (as low as $250 a year), your website development vendor owns your content. They also own your analytics and your reporting (and they decide what to report on!). And good luck trying to move your website elsewhere.
Integrated CRMs that don’t allow integration of choice. Guess what? You should be able to choose your best-in-class suite of integrations, not be forced into a bundle. You should be able to choose your CRM, marketing automation platform, call tracking solution, EHR/clinical suite, and financial/billing system. If a CRM company only supports its own products, that means it’s more interested in generating revenue than helping you find the best solutions.