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SMASH 2014: Seven Key Digital Marketing Takeaways That Can Fuel Your Community’s Growth

Digital Marketing Solutions

As a Premier Sponsor of the recent SMASH 2014 Conference, we at SageAge Strategies hope you found the inaugural event to be highly stimulating, beneficial and thought provoking. Our President and Executive Consultant, Faith Ott, was a member of the SMASH Advisory Board that was instrumental in shaping the conference program and scheduling many market and sales leaders from other competitive industries as featured speakers. We hope you agree that the knowledge shared was both transferable and pertinent to your own growth challenges in our increasingly competitive and diverse senior living and lifestyle continuum.

With this knowledge in mind, are you doing the following in 2015?

  • Does your blog provide ANSWERS to questions your prospects may have about your community?
  • Does your website or blog have the ability to share pages and/or content with others?
  • Are you concerned about online reviews? Do your reviews accurately reflect your organization?
  • Is your blog content integrated on relevant pages throughout your website?
  • Do you use email marketing to maintain constant contact with your leads base?
  • Do you have an email sign-up on your site? And if so, does it have the appropriate information to entice prospects to complete it?
  • Are your online listings consistent across the board?

As a Premier Sponsor of the recent SMASH 2014 Conference, we at SageAge Strategies hope you found the inaugural event to be highly stimulating, beneficial and thought provoking. Our President and Executive Consultant, Faith Ott, was a member of the SMASH Advisory Board that was instrumental in shaping the conference program and scheduling many market and sales leaders from other competitive industries as featured speakers. We hope you agree that the knowledge shared was both transferable and pertinent to your own growth challenges in our increasingly competitive and diverse senior living and lifestyle continuum.

As you return to your communities and plan for a successful 2015, we wanted to share with you some of the key “takeaways” from the conference that are worthy of your consideration as marketing and sales leaders. Many of these are “digital realm strategies” that have a major influence on your brand’s visibility, credibility and marketability today. For each of the points listed below, we have added a brief comment and provided you with direct links to pertinent articles that we hope will further expand your knowledge on the subject matter.

Seven Important Things to Think about for 2015

Does your blog provide ANSWERS to questions your prospects may have about your community?

Today, search engine algorithms reward communities that provide “value-based” content to prospects, (i.e. answers to their questions, solutions to their problems and advice that is useful to them). Filling your page with “keywords” no longer assures a high search ranking and can actually lower it. A popular saying among SEO experts is, “If you’re not on Page One, you don’t exist.” Fortunately, there are best practices you can employ that will keep your website relevant and make it stand out in web searches.

Does your website or blog have the ability to share pages and/or content with others?

In today’s social media world, if you’re not making it easy for people to share your content with friends, relatives and co-workers via Facebook, Twitter and LinkedIn, you are severely limiting yourself. These days, your content should also be mobile accessible. Mobile devices now account for over 50 percent of all Internet traffic – think adult children!

Are you concerned about online reviews? Do your reviews accurately reflect your organization?

Online reviews can make or break your community’s reputation. Are you doing all you can to encourage reviews that accurately reflect the quality of life in your community? One way to gather authentic evaluations is to encourage your residents and their families to complete online reviews for your community. Consumers can look upon having no or very little reviews as a warning sign.

Is your blog content integrated on relevant pages throughout your website?

Are you using “Callout Boxes” on appropriate pages of your website to highlight your related blog content? For example, on your Caregiver Support Services page, include a box that says, “Learn more about how we’re helping at-home caregivers to cope with the pressures of caring for their loved ones.”

Do you use email marketing to maintain constant contact with your leads base?

E-mail, when incorporated into a fully integrated marketing strategy, can be an effective tool for engaging and maintaining contact with prospects in your “sales funnel.” Today, there are online tools available that can identify prospects you might not even be aware of and send them messages that precisely address their areas of interest.

Do you have an email sign-up on your site? And if so, does it have the appropriate information to entice prospects to complete it?

Having a sign up form for prospects is an important way of starting the engagement process, but don’t expect anyone to sign up unless you’re offering something of value in return. That value could be in the form of a regular blog on caregiver support topics, notices of relevant public presentations and seminars, special events, a schedule of support group meetings or anything else that benefits the prospective customer.

Are your online listings consistent across the board?

The precision of today’s search algorithms is something to keep in mind. For example, did you know that your ranking could suffer if your online listings are not consistent, (e.g. using “St.” vs. “Street” in your address)? Whatever approaches you take, make sure you are consistent across the board.

We hope these key marketing and sales “difference makers” prove useful to you in shaping your own successful growth strategies for 2015!

In Need of Assistance? Award-Winning Expertise Is Available

If you would like additional information or if you would like to further discuss your community’s marketing and sales plans with one of our senior level consultants – who you may have met at the conference –  please contact Karen Crolius, Melinda Schmitz or Malissa Illiano via our online form. Recently named to Inc. Magazine’s 2014 List of Fastest-Growing Private Companies in America, SageAge Strategies can help you grow your community, too!

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