With the growing number of senior living communities popping up all over the country, it’s important to market yours to help you stand out from the rest. A senior or their family member may search for senior living communities near them. Many places may pop up. Who do they click on? And if they do click on your link, what happens next? How do you ensure that a cold lead will be drawn to your site, stay on your site, and want to visit your community? This is where marketing automation at SeniorVu comes in.
The Benefits of Marketing Automation to Nurture Cold Leads
Marketing automation is a process that leverages software to automatically carry out repetitive marketing tasks. They make the life of a salesperson more efficient. Their main job is to streamline lead management, ultimately generating more revenue faster. Companies like SeniorVu use marketing automation to nurture leads, often through their contact center with the help of integration with your customer relationship management system (CRM). Businesses also use marketing automation to automate and personalize marketing content and messages to potential customers.
How Marketing Automation Works
Digital marketing attracts potential residents and generates leads. These leads will click on a link that will direct them to a senior community’s landing page. On the landing page, the client will either fill out a form or call a number. Either way, the information or call goes directly to the Family Advocate Mentor (FAM) Contact Center. Within ten minutes, a FAM representative will connect with the potential resident or family member who filled out the form. From here, marketing automation kicks in.
Depending how leads respond to the FAM team’s questions, marketing automation will personalize their following experience. If a person who calls in is curious about VA benefits, then SeniorVu’s marketing automation program will initiate a drip campaign with emails, text, chat, and messaging on platforms like Facebook, to communicate customized information about VA benefits and your senior living community. If they are specifically looking for memory care information, the SeniorVu’s marketing automation will send the lead down that path of messages. Providing specific, relevant information is crucial to nurturing leads as they engage with your brand. You may have heard marketing automation described as sending the right message to the right person at the right time. Sending a message that connects with the lead on a more personal level can encourage them to make that next step in scheduling a tour. It’s important to note, however, that the marketing automation will be suspended if a lead is disqualified from meeting the criteria of the senior community for which they inquired.
If a lead is contacted and they want to learn more, a member of the FAM team will connect to schedule a tour at the senior living community requested. A pre-tour email will be sent to the lead so they can fill out vital information before arriving at the facility. This information is then sent to the community so they can customize the tour with vital information and details so it will already feel like home.
Marketing Automation vs. CRM
It’s easy to confuse marketing automation and CRM because they work together but serve different functions. Marketing automation is an important step in lead generation: it follows top-of-funnel activities to drive leads to senior living community sites to convert them to residents. CRM stores the information about those leads and tracks where they are in the sales cycle. CRM is the helpful reminder in your calendar that says it’s your mom’s birthday. Marketing automation is the program that reads the data in the calendar and then send an email to your mom saying, “Happy birthday.”
Features of Marketing Automation
Marketing automation can vary widely, but main features across platforms include:
1. Lead nurturing.
This is the automated process of sending out emails containing relevant, personal-sounding information to leads.
2. CRM integration.
This feature allows businesses to transfer information between sales and marketing.
3. Personalized email marketing.
Email personalization and customization helps communities better connect with and build relationships with potential residents.
4. Campaign management.
This allows for companies to run marketing campaigns in conjunction with sales cycles. It enables businesses to send direct and personalized emails to a large number of people.
Marketing Automation Best Practices
A great marketing automation program will track how someone reached your landing page, where they engaged (whether that is by filling out a form or calling the FAM team directly), then determining how, when, and with what messages marketing and sales will send to the potential resident throughout their senior living community journey.
Over time, marketing automation can also track which campaigns are converting the most people for you, and what websites or ads are driving the most traffic to your community site. Marketing automation automatically generates this data to save you time and money. In the end, marketing automation can enhance the marketing experience by creating fast, smooth, programs and processes that improves the lead lifecycle journey through accurate data and adjustments to marketing.
Ready to Streamline Your Lead Generation with Marketing Automation?
Contact SeniorVu. They use a state-of-the-art sales, marketing, and employment engagement platform that gives senior living communities control of their leads, brand, time, and money. Their technology, combined with a highly proficient contact center and support team, means 100% of inquiries are reached within minutes. With real-time analytics, communities can determine where and when to spend their marketing dollars. After analyzing aggregated data from more than 600 communities, SeniorVu delivers repeatable and predictable results to their senior living clients.