Use Analytics to Paint a Picture of Your Senior Living Community for Residents
Stop me if you’ve heard this phrase: “Once you’ve set foot on our community’s grounds, you’ll see the difference. Our staff and care set us apart. Welcome home.” While that sentiment may be true of your community, it isn’t quantifiable for prospective residents or the adult-child influencer (ACI).
Our team spoke with over 200 senior living practitioners and identified one of the challenges facing today’s senior living marketers is properly integrating a marketing technology stack. Today, for communities to stay competitive, not only is properly using data essential, but also having a command over data to make informed decisions. We provide tactics communities can take to meet 2018’s resident acquisition needs within our ‘Sales and Marketing Leadership Guide’. Download your copy of the Guide below.
Within Part 6 of this series of senior living marketing ideas, our team talks analytics and the role it plays in resident acquisition. Consistently leveraging analytics will help your community understand residents better, so it can articulate the experience residents will have living at your community. Read on if your team wants to use data to tell better stories while communicating the lifestyle benefits of your community to today’s seniors.
- How analytics can help your community market the experience of living there to prospective residents
- 4 Analytics KPIs to track within analytics to help your community’s resident acquisition goals
Idea #5: Use Analytics to Market Your Community’s Experience to Residents
Applying analytics will help your community rise above industry clichés by knowing who to target and allowing your messaging to speak directly to your audience.
Intense competition puts pressure on senior living communities to understand data and use real-time analytics to drive insights to fuel continuous strategies. The better your senior living community can understand and command its data, the more effective it can reach your desired audience en masse. Hone in on four KPI’s for analytics clarity:
- Inquiry volume and type
- Cost Per Inquiry
- Traffic Volume & Source
- Traffic Quality
4 Analytics KPIs Your Community Should Track
- Inquiry volume and type – Within Google Analytics, segment each channel your community allocates marketing, to understand which channel performs best. Your team can also track the type of inquiry that drove the conversion within the channel (a user submitting a form, booking a tour of your community). For teams that want to precisely tie an ROI back to resident acquisition goals and prove out value, these reports in Google Analytics will provide valuable insights.
- Cost Per Inquiry – Not all leads cost the same. Track the cost per inquiry to know the average cost your community spends to close a lead per channel. Determine the cost per inquiry for traditional and digital channels to shift budgets where needed throughout the year to meet resident acquisition demand.
- Traffic Volume & Source – Understanding which channel drives the most traffic will enable your community the ability to allocate marketing spend with certainty. Identifying the source of the initial interaction in each channel can provide your team insights into how residents are converting and interacting within various channels. Some channels will close a conversion for your community, while another may assist in a conversion. Parse through these reports so your team can narrow the gap on conversions, while gaining insight into the resident’s journey and the role each channel plays.
- Traffic Quality – Ensuring that your community attracts the right type of resident based on your specific levels of care is paramount to continually maintaining a census and keeping a full waiting list. Traffic quality can be determined by tracking bounce rate, time on page, click attribution, and other specified metrics your community wants to segment in Google Analytics.
A tacit knowledge and application of analytics data will allow your marketing team to tell the story of its community experience to the seniors and ACI’s who are most receptive to your message. It takes marrying sound analytics expertise with a creative message drawing attention to your community’s unique amenities to resonate with your prospective resident.
The better your community can come to cracking this code, the closer it will come to surpassing resident acquisition and occupancy goals. Check out this glossary of Google Analytics terms if you need a refresher, and make the most of this senior living marketing idea for your community.
What’s next in Senior Living 2018?
None of us have a crystal ball to predict which senior living marketing idea will impact your community’s resident acquisition goals the most in 2018, which is why we’ve provided 5 of them to be used together, separately, or based on your community’s needs. To refresh your team on the series, and save on scrolling, we’ve provided the five senior living marketing ideas for 2018 with the corresponding links below:
- Part 1 – Senior Living Highlights from 2017 and Series Introduction
- Part 2 – Idea #1: Satisfy ALL Stakeholders: Target/Recruit both the Adult-Child Influencer (ACI) and Parent/Resident
- Part 3 – Idea #2: Promote Your Senior Living Community’s Health-Based Options and Wellness Programs
- Part 4 – Idea #3: Continue (or Begin) a Content Marketing Strategy
- Part 5 – Idea #4: Invest in Marketing Automation to Support the Decision-Making Process
- Part 6 – Idea #5: Use Analytics to Market Your Community Experience to Residents
Our team hopes this series of senior living marketing ideas will help your community make 2018 the year of resident acquisition. If this series raised more questions than provided answers, contact us. We’ll be happy to help your community navigate the competitive senior living landscape and help achieve your goals. Here’s to a successful 2018!