Leadership Series: From Par 3 to Digital Marketing VP

Billy Daniels is a golf professional turned digital marketing guru.  After a successful career managing the links for The Glen Club in Chicago and Falcon Ridge in Kansas City, this VP of Digital Marketing exchanged his golf hat (during the week only!) for a digital services hat. Today, Billy oversees the marketing strategies for SeniorVu and its clients, though his contributions to the organization reach far beyond those skills sets.

When Billy isn’t crafting the perfect digital strategy, reading up on the newest changes to Google Ads, or providing color commentary on Off Your Rocker: a SeniorVu Podcast, you’ll find him gripping a golf club attempting to beat his longest drive (which is 378 yards btw), cheering on the Kansas City Chiefs or grabbing his snowboard and hitting the slopes in Colorado with his wife Dre.

There’s no doubt that digital marketing is here to stay.  SeniorVu began offering digital marketing services as soon as Billy arrived 4 years ago.  We saw the untapped opportunity to reach seniors and their adult children on digital channels and by way of smartphones.  Billy played an integral part in constructing SeniorVu’s digital marketing services and growing it into what it is today.

Most of this conversation with Billy is focused on digital marketing:

What is the secret to getting the most out of digital marketing? 

Well, this may not be the biggest secret that I’m about to spill but SET GOALS!  In addition to goals, figure out which key performance indicators will need to be considered to measure campaign performance.  There is no way to measure the effectiveness of a campaign once it’s complete if clear goals are not set from the beginning.

Example goals include having a prospect fill out a form on a website, getting a new resident to move into a community or having a certain attendance number for a virtual event.

Communities must have visibility in their campaign, meaning they need to know what worked and what didn’t work, in order to make educated decisions for future campaigns so they’re not wasting resources.

If a community only has time to do one thing with digital marketing what should that one thing be? 

Hands down, maintain a website.  A community’s website is one of the most important tools because it is often the first place that leads will interact with a community’s brand.  With that information in mind, it’s vital that communities walk through their own website to make sure that it’s user-friendly and working in harmony with their company.

What I mean by this is if a prospect makes a call after interacting with the community’s website, will that call be answered by a person?  A machine?  If they fill out a form on your website, will they automatically get a thank you email?

The user-experience is one of the most crucial aspects for a business.  There’s virtually no point in sending more leads to a website, if the website provides no value or information to a prospect.

If there is a loose nut or bolt in that user-experience it could leave a bad taste in a prospect’s mouth.  Consider this: if a prospect calls a community and never receives a call back that can be associated as a direct representation of how a resident may be treated at that specific community, even if it isn’t necessarily true.

Everyone at SeniorVu knows you are the digital wizard.  What are other areas of your work with SeniorVu that make you jump out of bed in the morning? 

I wake up grateful every morning that I get to work for a company that is dedicated to helping a fractured industry.  The customer experience in the senior living industry has many holes and I love being a part of company that is working to solve that problem.  Whether the decision maker is an adult child or a senior, this is one of the most vital decisions in their life.  Those individuals deserve the best customer experience to support them through this journey.

The second aspect that makes me jump out of bed each morning is my desire to be a servant leader.  I love when people ask me for help.  I may not always be able to help them, but I can point them in the right direction.

Lastly, the third aspect is data and problem solving.  I love analyzing and interpreting data then applying it in a meaningful way to benefit our clients and our work at SeniorVu. There are so many “aha!” moments that come from data.

You take a lot of trips to Colorado. What’s that about?

I may live in Kansas City, but my heart is in Colorado.  My grandparents purchased a property sight unseen for the 76th Denver Olympics. Unfortunately, the Olympics never occurred but hey!  Our family has a condo now.  We share the unit between family members, and it’s a great bonding experience.  I have such a passion for snowboarding, hiking and being surrounded by nature.  It’s a real playground for anyone who goes out there!

Happy Holidays

Answering inquiries for your community is what our Family Advocate Managers (FAM team) love doing, even on most holidays. Thanksgiving and Christmas Day are the only two days we close up shop. We believe all of our team members deserve time with their families. By the next morning, FAM is right back at it to follow up on any inquiries that may have come in the day before.

What about all those other holidays? Rest assured SeniorVu has your time zone covered from 9:00 a.m. to 4:00 p.m. on each of the following holidays:

Black Friday
Christmas Eve
New Year’s Eve & Day
Martin Luther King Day
President’s Day

Memorial Day
Independence Day
Labor Day
Veteran’s Day

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