Why an Optimize Everything Mindset Matters in Senior Living Marketing
The ability to order food online and get it delivered to your doorstep, a remote start to your car, and being able to video chat with family and friends are just a few examples of luxuries you’re likely accustomed to that wouldn’t be possible without an optimization. Simply put, without optimizations, our businesses and lives stay stagnant.
In terms of marketing, specifically digital marketing, optimization is a key driver of SEO – Search Engine Optimization.
We know how important the role of SEO is and how it supports your census goals. And as you’re planning your strategy for 2019, might we suggest applying an “optimize everything” mindset?
We’ll explain. In this post, you’ll learn:
- What an optimize everything mindset means for senior living communities
- The benefits your senior living marketing team will receive from proactively applying an optimize everything mindset to your strategy
Who are we Converting? What an Optimize Everything Mindset Means
First, let’s backpedal. Optimizations aren’t simply changing the color of a button on a landing page, taking a bow, then calling it a day. If your community thinks that’s an optimize everything mindset in action, it’s simply ‘putting a bird on it’ with no strategy, thought, or basis behind the action.
Let’s crack open the nearest dog-eared Merriam-Webster dictionary to provide a formal definition.
An optimization is: the act, process, or methodology of making something (such as a design, system, or decision) as fully perfect, functional, or effective as possible.
Senior living marketing managers are not optimizing EVERYTHING. But an optimize everything mindset means your community deploys tweaks or efficiencies that improve the experience of your current or prospective resident.
An optimize everything mindset in practice requires constantly testing elements and refining them to cater specifically to your residents preferences. The closer your community caters to your prospective resident, the greater the impact.
What are the Best Practices?
To maximize the optimization impact, apply the following best practices:
- Only test one element at a time
- Have clearly defined goals of what your senior living marketing team wants to learn
- Indicate a specific time frame that your team is performing a test
2 Big Benefits to an Optimize Everything Mindset
1.) Increased Conversion Rates – By going the extra mile and optimizing everything (where it applies), your team will already be more advanced than your local or corporate competition. Only 52% of companies that use landing pages test them to improve conversions. By not “setting it and forgetting it” your community will be rewarded with a higher percentage of visitors who commit to the action you want them to take. Most of the time, that will mean more calls, downloads, or tours. All of which directly impact your census levels.
2.) Resonant, Differentiated Messaging – Building a brand takes work, and competing against established brands that have seemingly endless budgets seems insurmountable. When your team is optimizing everything, it’s constantly tweaking CTAs and copy. With each iteration, your copy will come closer to engaging with your core audience on a deeper level. You’ll be able to definitively say which copy converts more site visitors. You’ll understand which approach works best, while inherently helping your community differentiate itself from competition.
Don’t be Everything to Everyone: Optimize Everything for Traffic that Matters Most
By applying an optimize everything mindset, your team will drastically improve the effectiveness of its senior living marketing. Consider the 92:1 ratio. For every $92 dollars spent on driving traffic to your website, only $1 is spent on optimizing the experience for visitors once they land there.
That statistic, while somewhat dated from 2014, shows the opportunity available to your team. Is your team ready to optimize everything now? We hope so. In the sequel post, we’re covering recommended optimizations that your senior living marketing team can implement to help you accomplish your goals. Call or email our team if your community has questions before we get tactical with optimizations. Time to get optimistic about optimizations!