Senior Living Marketing Trends to Watch in 2020
Marketing strategy for senior living is evolving rapidly, and operators have to keep up or be left behind. We work with providers of all sizes to improve lead generation and conversions. Here are the three trends that we see for 2020.
Senior Living Marketing Trend #1: Always Thinking Mobile First
An average of 68% of the website views and conversions for our clients happen on mobile phones. Websites that are built with a “mobile first” design will outperform websites built for only laptop, desktop, or tablet experiences.
As the real estate for messaging and lead conversion shrinks from a laptop to tablet and now to a cell phone size, designers have to put the most important copy, navigation, and CTAs at the top of the site.
Let’s break it down:
- Copy. Messaging must be clear, concise, and explain the problem you solve and who you serve—it should not be a description of your products and services.
- Navigation. Think simple organization and focusing on the most important information prospects are looking for: locations, lifestyles/care levels offered, floor plans/pricing, blog, about us. Design elements should include drop-down menus to easily access specific information of interest or properly implemented/tested hamburger menus or jumbo menus.
- CTAs. (Calls to Action) encourage visitors to take an action with choices in how they want to engage with you. Colorful buttons to encourage visitors to take an action (such as schedule a tour, download a brochure, or request a call back) are best displayed as colorful buttons designed for clumsy thumbs on the go. Be sure the phone numbers on the website are dynamic “click to call” with tracking to measure website conversions.
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Senior Living Marketing Trend #2: Hyper Targeting Prospects
Today’s prospects expect us to deliver a more personal experience. A recent user experience (UX) study just published by Acquiareports that 80% of customers want greater personalization saying “I would be more loyal to a brand that showed they really understood me and what I was looking for.”
But the only way to get the right content to the right prospect at the right time is to have the ability to track their behavior. Here is what operators should be able to track:
- Everything prospects are doing on your website – how often they visit and what pages/blogs they are reading and visiting so you can personalize your follow-up based on each prospect’s specific interests and motivation. Marketing automation is very effective in ensuring that every prospect is provided the most relevant information and receives timely, consistent, and personalized nurturing.
- All email opens and clicks
- All paid advertising clicks and conversions from Google AdWords and Facebook
- All CTA interactions to track if they have downloaded a brochure or guide, requested a call back or scheduled a tour, and/or engaged with live chat or a survey.
Each action that a prospect takes to engage with the brand can be weighted to measure intent and to score leads—this will help you identify prospects with the greatest opportunity to advance and close.
- ROI. Senior living providers should have a way to track the return on investment of every lead generation source. Your marketing team or agency should have the technology to quantify the cost per conversion and cost per move-in by channel. Extra points if you can also calculate the resident lifetime value based on actual revenue and length of stay data.
Senior Living Marketing Trend #3: Moving to Open Source Technology
“Consistently delivering convenient, personalized experiences across all channels requires technology that can readily access all the data personalization demands and flexibly support CX online, in-store, and everywhere else,” reports Acquia.
The senior living technology space has been dominated by closed-source platforms that do not allow integration into all of the data sources operators need to optimize their marketing results. These “all in one” solutions include website CMS platforms that sites are hosted on and CRMs where prospect records reside.
Our clients are moving away from these antiquated solutions in favor of newer open source technology providers that allow operators to create integration of choice. Here are the signs that it’s time to change your website hosting or CRM company:
- The website is built on a proprietary platform. What this can mean…
- You cannot make changes, updates, or edits to your own website
- They do not have or will not share an API key to allow integration with marketing automation, live chat, interactive surveys etc.
- They decide what to measure (and it’s usually not what really matters, such as “all phone calls generated,” including families, vendors, and pharmacy, rather than true lead generation).
- The CRM is not integrated with a marketing automation platform OR it forces you to use their solution rather than the best-in-class that you would prefer. It does not connect to your website forms and/or third-party lead providers. This means any data entry on your end will have to happen manually. You cannot get the reports you need, especially reporting on lead generation by channel (including paid and social sources) and by community, region, portfolio, and enterprise.
These senior living marketing trends will likely define the next decade. Don’t get left behind! Simple, strategic changes can make all the difference.