"Senior Living Digital Strategies" Webinar - 5 Assisted Living Marketing Ideas
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Transcript of "Senior Living Digital Strategies" Webinar - 5 Assisted Living Marketing Ideas
Senior livingdigital strategies
The 5 Critical Tactics You Need to Know
WHO WE ARE
Cort DaviesDirector of Digital Marketing
Carrie BarrettSocial Media Consultant
Roman BillsDirector of Performance
Media & Analytics
WHAT WE’LL COVER
Website Usability Search Engine Optimization Paid Search Social Media Analytics
A LITTLE BIT OFBACKGROUND
ADULT CHILDREN ON INTERNET
Huge increase in baby boomers using internet for information
Need for simplicity
Ease of use
Searching for local solutions
Digital now more effective than traditional marketing
USABILITY:DON’T MAKE THEMTHINK
WEBSITE DESIGN AND USABILITY
The FACE of your brand
Website usability most important
Clean, simple to navigate, portray your great service
Poor website = poor branding and poor reputation
WEBSITE DESIGN AND USABILITY
Examples of poor usability: Confusing navigation Old and unclear images Hard to find community
pages Hard to find calls to action
(phone numbers, email, forms, etc.)
Your website visitor must know what to do instantly when visiting your site
THE HOMEPAGE
Smiling Faces
Clean Navigation
Community Search
Build trust to your brand
Give prospect good feeling about you
Social Media Icons
THE COMMUNITY PAGE
Calls to Action
Images ofResidents &
Food
Additional: HD Video Maps with
community information
Community Features
HD Imagesof
Community
Open House &
Client Reviews
OTHER CRITICAL WEBSITE NEEDS
Google Analytics and Webmaster Tools
301 redirect from old site to new site
Blog under same URL Communities under same URL Social Icons Forms working properly Website load speed Dynamic call tracking
DIGITAL MARKETING STRATEGY
Drive qualified traffic to your community pages
Generate phone calls and form leads for tours
Build brand trust through content and social media
Capture more business from online sources
Obtain market share from large lead aggregators like A Place For Mom and Caring.com
Lower your cost per acquisition
SEO:GIVE THE PEOPLEWHAT THEY WANT
SEARCH ENGINE OPTIMIZATION
If done properly, SEO will be your most valuable lead source
SEO builds brand trust and brand loyalty because it’s more “informational” and less “salesy.”
Takes time and effort
Be specific with goals (tours, deposits, phone calls, etc)
Example SERP for
“Denver Assisted Living”
Meta Desc.
Title Tag
ON-SITE SEO
Start 30-60 days before website launch
Proper keyword research
Competitive analysis
Title tags and meta descriptions
Content/Duplicate
Image tags
Internal Navigation
URL Structure
Onsite Blog
301 Redirects
SEO tracking and tools
Testing
OFF-SITE SEO
Referred to as Content Marketing or Digital PR
Guest Blog Posts
Reviews
Social Media Content
Online PR
LOCAL SEO
Google + Business Listings
Each locations should have own page with reviews and citations
Optimized for “local” searches
Obtain reviews from residents and adult children to use on Google + Business Listings
Example Map SERP for
“Denver Assisted Living”
SEO CONCLUSION
Searches becoming more local specific for brick and mortar
Get community pages to rank in Google + Business and Organic
Will most likely end up being your most valuable and cost effective lead source
Take market share from large aggregators and large competitors
PAID SEARCH:SPEND WISELY,NOT WIDELY
PAID SEARCH
Pay per click
Great combo with SEO
Can compete against large aggregators
Simple metrics
Back into acceptable cost per lead
PPC CAMPAIGN
Google AdWords account
URLs for all your community pages
List of keywords for each community
Ad groups for each community
Ad copy for each ad group with keyword in ad title
Site links (Number, blogs, maps, amenities, etc.)
Strong “calls to action” on community pages
EXAMPLE AD COPY
As you will notice the keyword is in the title “Denver Assisted Living.”
“Providing Quality Care For 30+ Yrs.” qualifies them
“Find The Right Assisted Care Now!” is one call to action
There is even one site link, which is a clickable map and a telephone number for a secondary call to action.
“What content in my ads would convince my ideal customers to contact me?”
TESTING
Develop KPIs for your campaign (cost per acquisition, cost per tour, cost per deposit, etc.)
Consider spending $500-$1000/month per community to test PPC for 60-90 days.
Constantly update and change ad copy and keywords to work toward optimal conversions.
A
B
ADDITIONAL PPC
Always bid on your own company name to prevent competitors from doing so
Exact match keywords will ideally be your best converting keywords.
Great converting keywords in PPC will be great information for SEO campaign
Make sure “sitelink” pages have calls to action
PPC CONCLUSION
Possible to cut down CPA by half or more
You can compete with large competitors
Should be done in conjunction with SEO
Real measurable data and quick lead generation
SOCIAL MEDIA:ARE YOU SPEAKINGMY LANGUAGE?
SOCIAL MEDIA
Word of mouth marketing is more powerful than ever
Connect with customers and potential customers on social sites where they shop and research purchase decisions
92% of consumers say word-of-mouth recommendations are the top reason they buy a product or service.
58% of consumers report to trusting businesses which have positive reviews from others.
77% of people need to see fewer than ten (10) reviews to compel them to purchase.
72% of consumers surveyed said that they trust online reviews as much as personal recommendations.
SOCIAL MEDIA STRATEGIC DESIGN
Competitive / Industry analysis
Social Analytics with GA data pulls and social CMS
Identify social network priorities which align with target audience
Social Media Channel Design & Optimization
Content Strategy
Digital PR / Influencer Outreach
Paid Social Ads
SOCIAL MEDIA INTEGRATION
SEO + Social = Content Marketing efforts
PPC/Display + Social = Sophisticated paid social strategies with PPC best practices and data
Website + Social = Compelling community hub for users to navigate ideal channels to connect with the brand and see news feeds in one location (ex: Social Community Page)
SOCIAL MEDIA CONCLUSION
Social media touches all digital components
Strive to connect with the top influencers in your industry to perpetuate brand awareness and drive sales through brand ambassadors
Social is infused in everyday communication and how people communicate and make purchase decisions
ANALYTICS:CAN YOU PROVE IT?
WEBSITE & MEDIA ANALYTICS
A good analytics platform should
Capture and process data in real-time
Produce simple yet insightful reporting tailored specifically to your business needs
“POST-CLICK” MEDIA ATTRIBUTION
Google Analytics
“PRE-CLICK” MEDIA ATTRIBUTION
Ad Server
WEEKLY PERFORMANCE REPORT
CLICK TO CALL & CALL TRACKING Paid Search Visitors Assigned Unique
#s
Cookie to preserve users’ #s
Call logs: Keyword (Ad Group)
Search Query
Location
Source Data
Data sent to DMP & Bid Optimization Platform
Calls become a biddable goal.
Future: pass more conversions back to keywords.
85SIXTY REPORTING PLATFORM
Key features of our platform:
Flexibility
Shared Insights
Real-time Reporting
Data Consolidation
Data Portability
Visualization
Predictability
Q&A
DOWNLOAD THIS DECK
Want a copy of this presentation?View it online at BostonInteractive.com/senior-webinar
Thank you!