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Prospect with Precision in Senior Living – Innovation through Marketing Automation

Do you feel like your have too much data, but not enough time to analyze it? You aren’t alone. Marketing automation could provide some relief. We address that insight and others, while providing solutions within our upcoming guide set to publish the week of March 19th. Reserve your copy below.

Within Part 5, you’ll learn:

  • Why marketing automation is crucial to resident acquisition in 2018
  • 5 Areas to focus on before implementing a marketing automation program

Idea #4: Invest in Marketing Automation to Support the Decision-Making Process

In Part 1 , Part 2 , Part 3 , and Part 4 in this series of senior living marketing ideas, we implored communities to refine resident acquisition strategies to win 2018. Marketing automation integrates into our previous recommendations and should be a focus this year.

Senior Housing News cites investments in technology as a continuing trend in 2018. Marketing automation enables communities the flexibility to spend more quality time on aspects that grow the bottom line: content creation, tours, events, strategic outreach, etc.

Marketing automation acts as an additional salesperson for your senior living community. This added resource sifts through leads helping teams maximize workflows, allowing the opportunity to become laser-focused with resident acquisition.

Bottom line: marketing automation improves sales effectiveness. Automation can drive a 14.5% increase in sales productivity, with research provided from CMO.com. Though, be advised: marketing automation isn’t a “set it and forget it” tactic. The ability to impact the sales cycle in a measurable way for your community will take some upfront work from your team to develop the necessary workflows and figure out how automation will work best within your organization.

Before Maximizing Marketing Automation, Focus on these 5 Areas

To make the most out of integrating automation into your sales process, your community should first perform a site analysis to understand how your current residents are finding you. Understanding visitor behavior when they’re on you community’s website is also paramount. That’s when automation kicks in, helping prioritize your outreach based on your prospective resident’s needs’.

Having an easy to navigate and user-friendly layout helps guide residents through their specific care needs and living preferences, nurturing conversions in the process. Automation helps filter and place prospective residents appropriately where they fall in the decision-making process.

1. Landing Pages – Your community should make its landing pages as de-cluttered and easy to understand as possible. That’s not to say the page should be barren of creative elements or design. Err on the side of oversimplification. Your landing page’s content must answer the initial query or need of the prospective resident and adult-child influencer (ACI), while enticing the visitor to enter in contact information (name, email) to receive the full post.

After the prospective resident or ACI fills out the required fields, they should be sent to a confirmation or thank you page, so the user knows they have successfully completed the action. To make the most out of your landing pages, make them:

  • Designed with a path for conversion in mind
  • Have one clearly-defined topic
  • Continually test and optimize to engage better with your site visitors

2. CTA’s – A Call-to-action, or CTA, is a clickable button or eye-catching icon that prompts a visitor to take a specific action and convert. Keep your CTAs simple, succinct and above the fold. Placing CTAs above the fold is one of the most common best practices (though there are exceptions to the rule) to follow, but here are other considerations to keep in mind:

  • Use action-oriented verbs (“click here”, “download now”)
  • Be as attention-grabbing as possible
  • Set KPIs to track (click-through-rate)

3. Content – A well-executed content marketing strategy can do wonders for your senior living community, as we addressed in our third senior living marketing idea for 2018. Typically, content marketing in senior living takes on the following forms: blogs, whitepapers, downloadable guides, case studies, infographics, webinars, eBooks, podcasts, etc. To truly integrate your content marketing strategy into marketing automation, set up the following:

  • Gated content (only gate premium pieces of content)
  • Aligning content pieces to the respective stages in the resident’s journey
  • Lead Scoring (based on if the lead is top or bottom-funnel in their interest and activity)

4. CRM – If your community relies on clunky, outdated filing cabinets with paper files housing customer information, it won’t have use for marketing automation. First, invest in a Customer Relationship Management, or CRM solution that makes the most sense for your community. Already having a CRM solution in place will streamline prospecting efforts. Once a prospective resident or ACI shows interest in a piece of content and fills out a form, your communities CRM will help segment that individual based on the form submission.

A CRM will create a file for that individual, where team members can update that record based on the outreach of the sales team. When your CRM is integrated and works in conjunction with marketing automation, your sales team will prioritize outreach and sales efforts based on today’s occupancy opportunity, not the perceived “to-do list” of a salesperson, where something could accidentally slip through the cracks.

Before investing in a marketing automation platform, make sure your community’s current CRM can be integrated.

ProTip: Communities should make sure both sales and business processes are aligned before investing in a CRM and marketing automation solution. That way when leads are captured and prioritized, sales teams can act on the opportunity, to convert a prospective resident into a bona fide one.

5. Email Campaigns – When a prospect clicks on a CTA and fills out the subsequent form, your CRM will sort them (based on what content they interacted with and where they lie in the funnel) to the appropriate email campaign. Email has the power to nurture leads, by building trust with personalized content that feels customized and catered to your audience.Your senior living marketing team can glean useful insights from the data it receives from email campaigns. Be sure to enable the proper workflows, so email inquiries are addressed in an appropriate amount of time to maximize occupancy potential. Continually test different elements (subject headlines, body copy, use of visuals) to track what makes the most impact with your prospective residents and ACI.

Marketing Automation can Redefine Resident Acquisition – What Next?

There are a ton of ways to leverage and integrate your marketing automation investment. The good news: On average, only 49% of companies currently have marketing automation. So, if your community hasn’t made the investment, 2018 is your year to add it into your resident acquisition mix.

Has your community already integrated marketing automation, or is it beginning the process? Even communities that have established marketing automation programs have difficulty slicing through a myriad of data. Our guide will address that, and other challenges facing today’s senior living marketers.

In the final installment of our series of 5 senior living marketing ideas for 2018, our team discusses using analytics to market your community’s experience to share what it’s like to live there. We want to help your team surpass its resident acquisition goals. If your team has a question about marketing automation integration or anything else before our next installment, contact us.

About the Author

BrettBenko

Brett Benko

Senior Digital Solutions Specialist

Brett Benko is a digital solutions specialist. He has a knack for client empathy and constantly challenges himself to derive insight while obtaining tangible results. He graduated from Kent State University in 2012. He remains active in academia, having recently served on selection committees and charitable boards. In his free time, he enjoys hiking, writing fiction and poetry, traveling, and unabashedly sings karaoke (to mixed reactions) with friends.

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