Lead Nurturing That Cultivates Success
Growing your census with patience, persistence and a well, thought-out plan
What happens to your leads that don’t convert right away? The ones who start out kicking the tires, but aren’t ready for the test drive? Our latest eBook addresses best practices for that longer lead nurturing process. The research focuses on lead nurturing methods that produce successful conversion rates.
Give Me the Digital Down-Low
Understanding the ever-evolving world of digital marketing
The notion that seniors don’t use the internet or smart technology is rapidly becoming passe. A Pew Research Center report from May 2017 indicates that many seniors are using the internet just as much as the average person. Those who are affluent and highly educated are reported to be using various technologies at rates similar to adults under 65 years of age. For example, smartphone use among seniors has gone from 18% in 2003 to 42% in 2017. With 10,000 baby boomers turning 65 every day, it’s safe to assume the numbers will continue to rise.
With more seniors using technology and the increasing number of people reaching retirement age, digital marketing is more relevant than ever for the senior living industry. In the last 4 years, “senior living” related searches on Google have increased by 63%. Some of those searches are by seniors and many are by their adult children or caregiver. Regardless, there are more people exploring senior living, and there are more communities being built than ever before making the industry more competitive than ever before.
Digital marketing is a loaded term.
With paid search, also known as PPC (Pay Per Click) it’s tougher than ever to simply succeed with your organic reach. And when you add 3rd party aggregators to the mix who are indexing your community name to push their listing to the top of SERPS (Search Engine Results Pages) – it clearly puts you at a disadvantage.
If you’re spending money to compete with those giants you can expect the cost to go from its current $4-6 per click to 10 times that amount in the foreseeable future because that’s been the trend in other industries. The more people search for senior housing online, the higher the cost will go. And, for the last eight years, search engines have continued to reduce the visibility of “ad” labeling online. In the early stages, ads were highlighted. Later they were simply labeled “Ad” and now, the label is smaller than ever, in a continued attempt to get the consumer to click. It’s clear that search engines are going to continue to encourage pay to play.
Don’t be discouraged! There are ways you can compete online. Here’s how.
Content: It’s important to note that your organic ranking is only as good as the quality and frequency of content added to your website. The more original and fresh the content you add and update, the more people will find you. Search engines are looking for it all the time. And that raises another important point: placement of your organic content. Are you displaying it front and center on your homepage? Is that even the best place to put it to convert leads? Or is there another page that visitors frequent, maybe one with a form fill? Tracking those analytics will help as you define a digital strategy that produces results.
Local SEO: Those 3rd party aggregators are doing something that you too can do – indexing local terms to get them to their website. By including your local neighborhood sites, addresses, nearby cities, streets and zip codes – it’s how people search for results. For example, “senior living near Oak Park Mall,” or “senior living in Johnson County” is the natural way people going about searching online. Look around your community and start listing all those local terms to help pull those people to your website.
Paid advertising: It’s not a dirty word. It works WITH organic and is one way to benefit your organic ranking. As you drive more traffic to your website, search engines notice the extra volume and that gives you a lift in the listings. More specifically, you can use paid advertising to drive traffic to specific landing pages of your website designed to convert. For example, when a home page has too much information, you can drive them instead to a form fill that produces better results.
Mobile matters: Don’t ignore what customers or prospects are searching for on their mobile devices. Pull out your smart phone and do a search of your community. Does it take too many thumb scrolls to get to organic results? Maybe spend your paid search dollars on mobile only. Again, analytics will help you determine how many are searching for you on a mobile device versus a typical computer.
Every community’s needs are unique which is why SeniorVu’s technology specialists track each community’s results in real-time, every day, to determine what’s working and what’s not, then adjusting the levers to produce better results when better results are needed. This ability to fine tune their retargeting efforts is unusual in any industry, and a one-of-a-kind in the senior living industry.
If you’d like to explore a digital marketing strategy for your community, give SeniorVu a call. Our digital marketing specialists and data scientists can help you find the right combination to compete in the digital marketing game.
Marketing with Meaning
Get ready for a mind-shift
If your community’s idea of branding is slapping your logo on stuff and giving it away to prospects, our podcast guest Zack Ottenstein with The Image Group is about to present a mind shift. Listen in as Zack educates us with real life examples.