Posts

Growing business through marketing practices

Our Senior Living Marketing System

We recently became part of Duct Tape Marketing, a network of marketing agencies and consultants from around the world.

As the Duct Tape Marketing website explains, “Duct Tape Marketing is founded on the simple belief that marketing is the most important small business system. And we just so happen to believe that small business owners are the true heroes of business, so we’ve made it our mission to build, train, support, and teach small business marketing strategies and tactics to as many of these heroes as possible.”

For us, we joined Duct Tape Marketing for three reasons:

  1. We wanted to bring in thought leadership from outside the senior living industry.
  2. We wanted to participate in a community of professionals who are as passionate about marketing as we are.
  3. We wanted to use a proven system that simplifies digital marketing.

Being a part of the network has helped us refine how we work with our clients. This has resulted in our ability to offer clients more choices, dependable delivery of work within budget and timeframes, and consistent results.

So, what is this marketing “system” that Duct Tape promotes? The system’s foundation involves creating three levels of marketing support: Build, Grow, and Ignite.

For the Build phase, we create a solid digital foundation that enables prospects to easily find your senior living community.

A strong digital foundation includes many components:

Once that work is complete, we move into Grow.

This is when we focus on content, such as . . .

When it comes to content, we create compelling pieces for all stages of the prospect journey so they will keep coming back to your website. With this new content, we can also optimize a variety of social channels (think Facebook, Instagram, and even Pinterest). In addition, we often start (or re-start) a monthly email newsletter to re-engage existing leads.

Then, we move to Ignite.

We fire up the lead generation turbo booster known as marketing automation. Marketing automation offers many benefits, but the biggest one is that it automatically scores and segments leads.

Remember, not all leads are created equal! Some leads are in the early stages of their journey, conducting research. They have no interest in talking to sales—yet. Other leads need to decide soon. And still other leads will fall somewhere in between.

How you treat different leads will—and should—vary, based on where the lead is in their journey. Your marketing team will work on nurturing the “not ready” leads (i.e., marketing-qualified leads or MQLs). In the meantime, the sales team will work on the sales-qualified leads (SQLs).

The marketing automation system makes this process seamless, by automatically serving up the SQLs to the sales team (and, ideally, your senior living CRM). For the MQLs, the marketing automation funnels them to appropriate lead nurturing workflows based on how they engaged with your site and what answers they provided on opt-in website forms.

This saves everyone time, and it increases conversions, since your sales team will only be focusing on high-intent leads rather than ALL leads.

During the Ignite phase, we often implement paid advertising to increase the number of qualified prospects coming to your site. We are good stewards of client budget. And we don’t recommend pursuing paid advertising until we reach the Ignite phase. After all, why waste money driving people to a bad website with poor navigation, limited content, and nothing to do when they get there?

This three-prong approach to senior living marketing has many advantages.

First, it aligns expectations and timelines for deliverables. Second, it keeps everyone focused on results. And, finally, it works! Interested in learning more? Let’s set up a complimentary 30-minute brainstorming session so we can discuss your senior living marketing and sales challenges.

Connect with us to learn more!

Let’s chat about your senior living marketing and sales challenges.

Business man finding the perfect fit marketing automation solution

Senior Living Marketing Automation Platforms: How to Choose

If you’re a regular reader of our blog, you know we’re big fans of marketing automation platforms for senior living communities.

Last year, we provided some tips for evaluating different platforms. That discussion resulted in some good questions from readers, including costs and our recommendations. So we’re addressing some of these questions here.

What’s the most important thing to consider when choosing marketing automation?

The most important thing to consider is the functionality your marketing and sales teams need. THIS WILL VARY COMMUNITY TO COMMUNITY. Survey your teams regarding what they want and what they feel is currently lacking when it comes to things like scoring leads (marketing-qualified vs. sales-qualified), segmenting leads, nurturing leads, and analyzing leads and conversions.

For example, maybe you simply need lead nurturing, not a centralized marketing hub that does everything (including your laundry).

Or maybe your teams have gotten adept at deciphering Google Analytics. If that’s the case, you might opt for marketing automation that provides only basic key performance indicators (KPIs) rather than endless options for sophisticated reports.

Or perhaps you already have a thriving blog on your senior living website. You won’t need blogging functionality, which tends to be a popular option in many high-end automation platforms.

How much does marketing automation cost?

Price points vary just as widely as the products themselves. And here’s the thing: Pricier products aren’t always better. Typically, the more expensive, the more functionality. (But, of course, some products might have inflated price points. Always make sure you understand what you’re buying.)

Remember, buy for your marketing and sales teams’ needs. Start with what the automation software must do. Then, look for companies that offer products that match those desired capabilities.

Going back to our example above: If you don’t need blogging capabilities, don’t consider products (or product tiers) that have a blogging function since that will only jack up the price.
A few other things to consider when comparing price points:

  • Will you be paying monthly or annually? Some marketing automation companies offer a discount if you opt for an annual subscription.
  • How does the automation company base its subscriptions? Is it based on the entire number of contacts in your database? How does it alert you if you’re skirting close to the next subscription tier? (Which can often result in a price increase.)
  • Do you need to consider who will be managing the marketing automation implementation and ongoing management? If you outsource this to a marketing agency, like ours, you need to consider those costs as well.
  • Make sure you’re comparing apples to apples. This should be obvious, but in case someone needs to hear it, there you go!

Should my senior living CRM integrate with my marketing automation platform?

We believe integration is critical because you want marketing and sales to work in harmony. No more silo mentality here! Marketing automation, when implemented correctly, will serve up sales-qualified leads to sales while continuing to nurture the marketing-qualified leads until they’re ready for a sales interaction.

Connecting your CRM and your marketing automation software helps “close the loop” and supplies important insights to both teams about the quality of leads and conversions.

That said, buyer beware! You should NOT settle for an inferior marketing automation product that is “built in” to your senior living CRM. Sherpa, Enquire, and Eldermark have “white labeled” a product called ActiveDEMAND. We’re not fans of this product, based on our experience with it.

Ugh, so does this mean I’ll be limited in marketing automation platforms based on the CRM I’m already using?

Not necessarily. The best solution is to find the marketing automation platform that best meets your needs and then find a CRM integration partner (like us!). We’ve have done a variety of successful marketing automation integrations with Yardi, Sherpa, Enquire, and Welcome Home.

What marketing automation platforms do we recommend?

HubSpot is an excellent “Cadillac” solution with plenty of sophisticated capabilities, like lead scoring, personalization tokens, smart CTAs, and amazing analytics (just to name a few items). ActiveCampaign marketing automation (not to be confused with ActiveDEMAND) is an excellent budget-friendly option for basic emailing and lead nurturing functionality.

If someone wants to have a centralized marketing portal to run their paid/social campaigns, blog, and lead nurturing plus CRM integration and robust custom reporting, HubSpot is the way to go. But we recommend that you work through a HubSpot certified partner (like us!). An integration partner will make sure you get the right package. In addition, they can negotiate pricing on your behalf. We recently saved a client over $70,000 in first-year licensing fees!

Still need help choosing a marketing automation platform? You're in the right place!

Trust us, we get how overwhelming it can be. We’d be happy to provide guidance and/or our thoughts on the products you’re considering (even if you plan on handling everything in-house!). Get in touch and let’s chat about your marketing automation needs.

Sales and marketing professionals getting to know their leads better through information collected from website forms and social media input and other internet activity

Senior Living Leads: How to Gain Deeper Insights

Your website is bringing in senior living leads. Congrats! Now what? Enticing anonymous site visitors to give up their information is only the first step. Now, you must learn how to quickly gain insights into the website leads so that your marketing and sales teams know what to do next.

The following three tactics will help you effectively manage your senior living leads.

Keep in mind that you must have good marketing automation software to do any of these tactics. In fact, if you had to do any of these things manually, it would be impossible to keep up.

Tactic #1: Implement progressive profiling on website forms.

For the sake of this exercise, let’s assume your community website has multiple gated “offers.” By “offers,” we’re referring to guides, ebooks, checklists, and the like—information people seek when evaluating communities and senior living in general.

“Gating” means that the offer is behind a form. In other words, the website visitor fills out the form to access the content. Oftentimes, people will download several items during one visit. Or they might return in subsequent days/weeks and download more info. Each time they do so, they fill out another website form. This is where progressive profiling comes in.

Simply put, progressive profiling helps you get more information about the person every time they fill out a new form on your site. On the first website form someone fills out, you’ll capture the essentials like first name, last name, phone, email, and timeframe for making a decision.

When you set up progressive profiling thanks to good marketing automation software, the prospect can bypass most of these questions when they fill out subsequent forms. Why? Because the system will recognize the person (thanks to the magic of website cookies).

So, instead, you can ask the prospect other relevant questions that can help you market and sell to them better. For example, perhaps you ask the person about their hobbies and interests. The person’s new answers will automatically sync with their contact record in the system’s backend (as well as your senior living CRM if you’ve integrated the two). Now, marketing and sales have even deeper insights into the lead.

BENEFITS: Progressive profiling provides deeper insights that will allow your marketing and sales teams to create more relevant follow-up communications. For example, if the lead says they love traveling and going on day trips, your team can highlight any programs or amenities that speak specifically to this interest.

Tactic #2: Give your senior living leads a score.

With good marketing automation software, you can teach it how to score your senior living leads appropriately.

At its simplest, lead scoring allows you to automatically label those leads that are ready for a specific action. In most cases, we’re referring to the sales hand-off. You can teach your marketing automation software how to identify a high-value lead for sales to follow up on immediately.

Your marketing and sales teams would determine the criteria that would go into scoring a high-value lead. The criteria will likely include things like:

  • Specific content the lead downloaded
  • Engagement with lead nurturing emails (what did they open, what did they click on)
  • The amount of time spent on the site
  • What the lead indicated regarding timing for making a decision

The above is an incomplete list. Your marketing and sales teams will determine the criteria based on experience with leads who’ve gone on to ultimately convert into move-ins. What do those leads have in common? That’s the stuff that will fuel your lead-scoring criteria. Leads that aren’t ready to go to sales will continue to be nurtured.

BENEFITS: With lead scoring, your sales team can put its focus on high-value leads that stand a good chance of converting rather than on leads that aren’t ready. Marketing, on the other hand, can continue to nurture not-ready leads with relevant follow-up emails that will help move them down the sales funnel.

If you want to take a deeper dive into lead scoring, check out HubSpot’s detailed instructions. Or better yet, have us set up lead scoring for you!

Tactic #3: Segment your website leads according to personas.

If you do nothing else, at least do this. Segmenting leads according to your will help your marketing and sales teams have more meaningful follow-up conversations.

For marketing, this means the follow-up lead nurturing emails will talk to that persona, specifically the concerns and challenges the persona faces. For sales, this means the conversations the rep has with the person will be based on persona attributes.

Reminder: When we say “persona,” we’re talking about the prospective buyer and/or person influencing the buying decision. For senior living, personas can be divided into two main groups: seniors shopping for themselves or an adult child researching on behalf of a parent or older adult in their lives (like an aunt or uncle).

Those are BROAD categories. You can (and should) break them down even more:

  • Adult daughter researching for her mother
  • Adult daughter researching for her father
  • Senior searching for options for herself
  • Senior searching for options for himself
  • Adult son researching for his mother
  • Adult son researching for his father
  • Senior couple looking for options

Keep in mind that the above list is just a start. It doesn’t cover all the scenarios.

Our point is simple: How you communicate with an adult son researching on behalf of his father should be different from the way you communicate with an adult daughter researching for her mother. How you communicate with a single eighty-five-year-old man will be different from a 70-year-old couple getting ready to retire.

BENEFITS: Marketing automation will once again save the day by automatically identifying the persona it should attribute the lead to—and what communications should be served up to the lead as a result. And yes, persona identification will likely be one of the factors that goes into determining the overall lead score.

Bottom line: How you manage your senior living leads matters!

You’ve invested a lot of time, energy, and money into getting leads from your website. Don’t let them just “sit there.” And don’t group all of them together in one bucket. We know this might sound overwhelming. But it doesn’t need to be. Especially when you work with a partner like Senior Living SMART. Give us a shout and let’s talk about scoring your senior living leads appropriately!