Cookie-cutter. One-size-fits-all. Generic. Any of those words sound enticing to you? We didn’t think so. These days, customization and personalization are kings in the marketplace. Gone are the days when people wanted to be “just like everyone else” with a white picket fence, two-car garage and so on. Now, people strive for the unique. The tailored, “made-just-for-me” experience. They’ve become incredibly discerning, searching for just the right product or solution that speaks exactly to them – not to the masses. And marketers are getting savvier at how they tailor and target their messages so they feel like crafted, personal messages instead of something blasted to countless leads.
How is this accomplished? Through data.
“It’s never been easier to collect all sorts of data on your potential leads and residents,” says Sean Ochester, Executive Vice President of Digital & Integrated Strategy of SageAge Strategies. “Social media, smartphones, home computers, online shopping … there are so many ways to gather and collect information on everything from traditional benchmarks like age and household income to surprising information like favorite foods, shopping habits and so much more. This data, if used correctly, can be used to drive your digital marketing strategy to optimize your campaigns, convert leads and improve your ROI in ways that were never before possible.”
Today, making marketing decisions based solely on past experience and hypothesis – in other words, using traditional best practices and research – is a good way to ensure failure. “Digital marketing strategies are, first and foremost, build upon the digital aspect, which means that using the data you can gather from digital efforts is absolutely essential,” Sean says.
And that data can provide insights you never would have thought possible. Used correctly, the data can allow you to know exactly what your perfect leads look, sound and think like. You can create incredibly targeted campaigns that speak to distinct personas, allowing you to craft messages and build tactics that meet them where they are, how they like to be spoken to and in ways that are incredibly effective.
How Data Helps Build Effective Campaigns
According to the article “6 Competitive Advantages of Data-driven Organizations,” data-driven organizations are “…23 times more likely to acquire customers, 6 times as likely to retain customers and 19 times as likely to be profitable as a result.” That translates to a lot of lead conversions and high occupancy rates for senior living communities. But how, exactly, does data help build an effective digital marketing strategy? Here are some examples of tactics that use data to pinpoint leads with messages that seem written specifically for them (because, in essence, they have been).
Retargeting.Ever notice how, after you’ve searched for something online (like a specific power tool or, for your purposes, a senior living community), you’ll suddenly start getting emails or seeing online advertisements for the exact thing you searched for? That’s called retargeting, and it’s an incredibly effective tool that should be used in your digital marketing strategy. The whole point is to stay in front of your potential leads as a way of saying “hello! We’re still here! Check us out!” As the Rule of Seven says, you have to repeat your message approximately seven times for your customers to recognize you – and retargeting allows you to do that in an easy way.
Dynamic Advertising. Those “sponsored ads” that you see pop up on your Instagram, Facebook or Twitter feed are forms of dynamic advertising. Using various algorithms, these ads pop up in front of the leads you target and allow them to get more information about your community with just one click. These ads can be paired with specially targeted landing pages so you can more easily track how your ad dollars are performing.
Optimized Paid Search and Pay-per-Click (PPC) Campaigns. How do most seniors and adult children search for senior living communities? If they’re like the majority of the population, they first start with an internet search. And how do they search? Through keywords, of course. Paid search and PPC campaigns target your leads by using specific keywords to get your message in front of people searching for just the service you provide. This will put you at the top of their search results and get more traffic to your website.
How Data Builds Success for Our Clients: A SageAge Case Study
Here’s a real-life story to illustrate how data can transform a digital marketing strategy into a successful campaign. One of SageAge’s clients was making their first foray into the senior living market by developing a high-end community in the highly competitive Fort Myers area – meaning that it was essential for them to both find their differentiator and target their marketing efforts in a successful way.
SageAge recommended positioning the new community as a resort-style, luxury community that is within your reach, and build an integrated branding, marketing and sales approach to reach a specific demographic and improve the community’s ROI.
In the first two months of marketing, the goal was to use a complete integrated approach that used traditional and digital tactics with the combination of street signs and word of mouth marketing. After reviewing the data of the first 30-60 days, SageAge quickly changed the client’s marketing strategy to focus on 80% digital, since we discovered that was how the prospects were engaging with the brand. Since October 2017, over 2,200 leads have been generated with 470 deposits and 146 move-ins.
Initially, the cost per inquiry for the community was $145. As we continued to refine the digital tactics and strategies, SageAge was able to reduce the cost per inquiry to $96 – an ROI improvement of more than 151%.
Transform Your Data-Driven Digital Marketing Campaigns with SageAge Strategies
For more than 30 years, SageAge Strategies has been helping senior living communities just like yours target the leads they’re looking for in a concise, streamlined and efficient way. Since we’re experts in the senior marketing field, we stay abreast of the latest trends and practices to help you grow your occupancy and convert more leads to residents. Using data to inform your marketing strategy, we can make suggestions and improvements in real time, tailoring your campaign to work as perfectly as possible.
If you need assistance in any areas of senior living development to improve your business results, we invite you to contact us today to learn more about our proven strategies that have transformed other senior living communities like yours.
SageAge Strategies is a multiple-award-winning, strategic growth, marketing and consulting organization that operates exclusively in the unique senior living marketplace. For more information, please call or email 570.601.1720 / firstname.lastname@example.org. You can also visit us on our website at www.sageage.com/.
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