In this episode of Off Your Rocker: A SeniorVu Podcast host Valissa Smith drills her co-host Billy Daniels on the value of email marketing within your overall digital marketing strategy. As SeniorVu’s VP of Digital Marketing, Billy shares tips on deliverability – getting the email to land in the inbox with the right message to the right person at the right time. Billy shares the value of clickbait – ways to get the consumer to engage by providing enticing reasons to click through their landing page to complete a form fill. Billy explains what types of data communities should be tracking – discreetly watching how the family journey’s through their digital senior living search with the purpose of providing families with the best experience possible. He helps communities trace their marketing spend from paid ad or landing page all the way to a tour and move-in. He also talks about branding strategy, use and value of paid ads, how to bolster organic searches to your website and how to find the right balance between it all to drive occupancy success in the senior living industry.
Digital marketing continues to be a struggle for many senior living communities as they continually attempt to compete with 3rd party aggregators. Those aggregators use the community’s brand to attract prospects, then share them with other nearby communities. None of their leads are exclusive to the community the family was trying to reach. Tracking and analytics are the best ways to find out if the community’s digital marketing dollars are worth it, however many marketing agencies are not transparent with their client communities making it virtually impossible to know if it’s really worth the money.
If you’re looking for a fun listen on best practices for your digital marketing strategy, take a listen to this episode of Off Your Rocker: A SeniorVu Podcast.