Strategic Considerations Before Deploying Marketing Automation for Senior Living

Has your senior living community experienced warm leads become disinterested or nonresponsive for no apparent reason? One of the biggest headaches for senior living sales and marketing teams is when a qualified lead slips through the cracks. The threat of the leaky sales funnel is real.

Software solutions like a Customer Relationship Management (CRM) platform and marketing automation can alleviate many of these headaches. An investment in both solutions gives senior living providers enough data and capabilities for teams to identify “leaks” in the sales process and enough insights to inform lead generation and nurturing efforts to prevent lost leads and achieve business goals.

The essence of a marketing automation strategy is not only knowing what to do, but also what not to do. Prioritizing the steps required and people involved during implementation makes all the difference between success and failure. Continue reading to learn two strategic considerations your senior living marketing and sales teams should make before deploying marketing automation.

How Do Sales and Marketing Team Workflows Change and Evolve?

Before the silos that separate the activities between sales and marketing teams can be broken down, teams must first adopt the mentality of an architect to think through the ways their marketing automation strategy will influence prospects during the resident journey. Think through the following three areas before strategically scaling automation across your organization:

  • Identify goals and build out your strategy (build it)
  • Go back into your automation platform and monitor activity (watch it)
  • Identify areas to improve content offerings or user engagement where necessary (optimize it)

These revamped workflows allow for cohesive collaboration and improved levels of communication throughout your marketing automation strategy. Additionally, the reporting metrics created from these workflows allow for reports that cover the entire expanse of the sales funnel.

Prior to these workflow changes, sales and marketing teams would have insight into a sliver of the sales funnel. Now, with these changes in place, teams are sharing data and insights across the resident’s journey, from the initial point of contact to the time of a move in (and every major milestone and touchpoint in between).

How Should Segmentation be Used to Target Prospective Residents?

A persona represents a cluster of users who exhibit behavioral patterns in their purchasing decisions, use of technology or products, customer service preferences, lifestyle choices and the like. Behaviors, attitudes and motivations are common to a ‘type’ regardless of age, gender, education and other typical demographics.

A deeper understanding of target personas will help senior living providers effectively segment audiences with targeted messaging that is tailormade for engagement. For example, if an adult-child influencer (ACI) does not engage with a specific piece of content, your team can test an alternative piece of content and measure how the engagement changes within its customized reporting dashboard.

The two primary personas in senior living are the resident him/herself and the ACI. Additional personas can be created, but these two are the ideal prospects that senior care providers will want to engage with throughout the resident journey.

To keep a steady flow of content, senior living marketing teams can dissect a larger content asset into smaller, more manageable pieces to be used during specific points in the resident journey. The method of separating dense content assets is called atomization.

Using atomization, teams can identify specific areas in larger content projects that resonate with an identified persona and let automation do the rest of the work. That content will then feel customized and tailored to the individual, which engages with prospects at scale.

Learn Additional Strategies in the Guide to Modern Marketing Automation for Senior Living

After applying the strategic considerations above, your senior living marketing and sales teams will be ready to leverage automation to achieve its business goals. The considerations shared today only scratch the surface of material covered in the Guide to Modern Marketing Automation for Senior Living. Below is an at-a-glance look at the Table of Contents:

Section #1: Needs Recognition:

  • Categories to Assess a Marketing Automation Investment
  • What Marketing Automation is Not

Section #2: Solutions that Marketing Automation Provides:

  • Primary Marketing Automation Solutions

Section #3: Strategies for Marketing Automation:

  • Strategic Considerations for Marketing Automation
  • Stages in the Resident Journey

Section #4: Implementing Marketing Automation:

  • How Marketing Automation is Scaled

Section #5: Mapping Marketing Automation:

  • Email Marketing Automation Workflow

Section #6: Client Use Case:

  • Marketing Automation Success Stories

Download your copy of the Guide to Modern Marketing Automation for Senior Living to help your community fully leverage its investment.

Linkmedia 360 and Enquire hope the Guide becomes an indispensable resource for your community as it deploys its marketing automation strategy to surpass occupancy goals.

For questions regarding marketing automation or CRM platforms, please contact Delaine Blazek, Enquire VP of Sales, Senior Living.

If questions arise about integrating marketing automation and CRM platforms with analytics after claiming your copy of the Guide, contact our team. We’ll be happy to answer your questions.

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