Holy holiday season, Batman! It seems like just yesterday we were writing our hot take on Senior Living Marketing Trends for 2019, and now we’re hanging lights, pulling out our ugly holiday sweaters and gearing up for the ball to drop on New Year’s Eve. It’s the time of year to look back fondly on the old year and make plans for the new, whether you’re focusing on personal goals or building your senior community’s occupancy.
“As you well know, the beginning of the year is the prime time for families to begin looking for living options for senior loved ones,” says Sean Ochester, Executive Vice President of Digital & Strategy for SageAge Strategies. “Why not start the new year off right by getting yourself ready for the influx of new inquiries, searches and leads that will be headed your way? By getting your community and your marketing strategy in shape before January 1, you’ll be ready to capture more of the market and kick off a successful start to 2020.”
Since this is the time of the year when businesses do year-end wrap ups and “Top” lists of the past year’s highlights, we decided to comb through the past year of SageAge blog posts and pull out the relevant senior living marketing tips that can help you get ready for 2020. Think of it as your end-of-the-year checklist.
Tip 1: Meet your prospects where they are – literally.
Geofencing was a shiny new toy in 2019 that had big potential for helping you capture the attention of your prospects wherever they were. This cool capability uses data from GPS, RFID, Wi-Fi or cellular data to track prospects as they move throughout your chosen geographical location – and sends them personalized ads in the moment or up to 30 days later. In 2019, SageAge saw big success for our clients using this capability, averaging less than $8 per thousand impressions and $1.50 per walk-in.
Get ready for 2020! Consider what locations will allow you to capture the attention of your hottest prospects. Want to give family members a nudge when they’re at your competitor’s community or near a popular senior center? Wherever you want to be, we can help you get there.
Tip 2: Unmask your lurkers with Reverse IP Append.
95% percent of visitors to your website will lurk around and leave without ever filling out a form. How awesome would it be if you could capture those visitors not just with digital ads – but with real, hard-copy, personalized direct mail pieces? Reverse IP Append allows you to do just that. Using a proprietary algorithm, you can now match 25 to 35 percent of your website visitors to email records and postal addresses, as well as useful demographic data like marital status, income, buying habits, lifestyle preferences and more. Once that contact list is scrubbed, you’ll have a valuable list of potential residents ready and eager to hear your messages (and get to know your community a little better).
Tip 3: Don’t get hung up on keyword ranking.
We all know that keywords are an integral part of any digital marketing strategy, and for years marketers have tried to grasp the brass ring of “number 1 ranking” atop all searches. But chasing that goal can become a Sisyphean ordeal because a phenomenon known as the “filter bubble” means that no two persons’ searches are the same. Instead of stressing out about keywords, focus instead on optimizing your SEO content and seeing how your community ranks in organic search traffic.
Tip 4: Make it (your messaging) personal.
Bespoke is the name of the game, and if you aren’t personalizing your marketing messages – really personalizing by targeting on exactly the right person with the exact right message – capturing your audience’s attention will be difficult. Fortunately, it’s never been easier to gather data about your leads. Make 2020 the year where you make your messaging really personal, and use that sweet, sweet data to help target more leads more effectively (and improve your move-in rates like, whoa).
Tip 5: Integrate your marketing – wherever, whenever, however.
Consistency is key. Take a page out of the playbook of big-name brands like Nike, Coke and McDonalds and build an integrated campaign to make sure your communications all have the same look, sound and feel. If your social media platform matches your direct mail pieces which match your website, you’ll have a seamlessly integrated campaign that ensures your leads have a consistent experience across all of your marketing channels. It’s slick. It’s effective. It provides you with a clear focus and puts you top of mind when it’s time to make a decision.
Tip 6: Beef up your marketing plan.
In today’s busy and competitive business environment, we’re all expected to do more with less. That’s why it’s more important than ever to be deliberate and strategic with your marketing dollars. Developing a fully integrated marketing plan for the upcoming year will help you grow your business effectively by providing a unified vision, allow you to determine where your budget is best spent and ultimately help you do more with less (or the same).
Tip 7: Maximize your PPC campaigns
A good PPC campaign can save you money and get you more clicks, easily. That’s why it’s essential to understand how to use this tool correctly so you can get big results. Keywords play a huge role in your campaign’s effectiveness, but you’ll also want to make sure your search ads, branded images, social ads and remarketing ads are all synched up with the stuff that works and free of the stuff that doesn’t.
Tip 8: Partner with a … well, partner.
We’re big believers in giving people the tools they need to be good at their job. That can also mean taking work off their plate so they can be more focused (and therefore, more effective) on doing the things they’re good at…and getting rid of the things they don’t like/aren’t experts in/etc.
You see, we’re experts on marketing to the senior living community space, and have been for more than three decades now. Over the years, we’ve helped communities just like yours build effective campaigns, find new ways to work, grow occupancy and become more successful. We’ve been doing this as the decades have rolled by, and we’re ready to do the same in this upcoming decade.
If you’re ready to make 2020 the best year – and decade – yet, 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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