senior living marketing strategy

How To Use Buyer Personas For Senior Living Marketing

The number of seniors continues to grow every year as the Baby Boomers are hitting their golden years. This demographic shift has put more emphasis on businesses serving older adults, including senior living facilities. Your business should know about senior living marketing to help present itself to potential clients.

Buyer personas can help you when it comes to senior living marketing.

What Buyer Personas Do You Need for Your Senior Living Business?

On the surface of it, the buyer persona for a senior living business seems obvious. The older adult. However, individual seniors have different needs. And senior living communities provide different levels of service depending on those needs.

Seniors who want to maintain their independence without the worry of home maintenance have different needs than seniors who have advanced medical needs which require 24-hour-nursing care. Facilities which offer different levels of care need to have personas for each level offered.

Another persona to consider is the spouse of an ailing senior. The spouse may no longer be able to handle the advancing medical needs of his or her partner. The healthy spouse’s concerns must be considered along with the needs of the ailing senior.

Adult children also play a significant role in many older adults’ lives. Seniors often need assistance with financial and living decisions. Effective marketing in the senior living industry must consider the needs and desires of these adult children.

[Learn how to Create Detailed Buyer Personas For Your Business.]

How To Use Buyer Personas for Your Senior Living Business

Effective marketing to the senior living market means building trust. That is where you start leveraging your buyer personas. Here is how you do it:

  • Create content that addresses each persona’s needs or questions. For example, do a series of blog posts addressing common questions asked by adult children looking for information on senior living options.
  • Provide longer content which offers more detailed information. An eBook focused on helping adult children assist parents with housing decisions is an example of this. This is the point where you can gather their contact information.
  • Send personalized emails. Once you have a contact’s name, it is important to address them in a personal way. If you have more information, like what level of care the adult child’s parent needs, you can focus the marketing even more.
  • Use the persona’s personal communication preference to your advantage. One detail you should capture for each persona is the preferred method of communication. Many older adults know how to use email, but prefer phone calls.
  • Remember to track each of your marketing efforts closely. Some of your senior living marketing efforts will not be successful. When you see something is not working, stop and move to the next.

Senior living marketing is more effective if you have detailed buyer personas in place. It helps you be more conscientious of the needs your clients have. That helps you build trust and makes your marketing speak in ways it did not before.

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business
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8 Important Questions To Ask When Hiring Inbound Marketing Agencies

Inbound marketing is a force to be reckoned with. For businesses, that lack the time or adequate resources to take care of their own inbound marketing, these agencies offer a solution. Inbound marketing agencies work on search engine optimization, social media campaigns, and all-around content marketing. They do all the heavy lifting so that your business can focus on important details.

There are many agencies on the market that can offer you with professional inbound marketing solutions. Selecting the best agency to provide these services can be quite confusing. Below are some of the questions you can use to identify if an inbound agency you are considering will be apt for the direction that your business is headed. Let us explore these case study questions:

Areas of expertise and experience?

Your prospective inbound marketing agency should be able to work with different types of businesses. Take time to understand the scope of their services. Most agencies should be able to handle B2B or B2C solutions with ease.

What service packages are available?

When looking for an agency to fill your marketing solution shoes, you need to take wholesome packages into account. These packages usually cover the basics. If you want more specialized solutions, you need to be sure the agency can satisfy your order. The prospective inbound marketing agency should take care of lead generation systems and SEO optimization among other things in the package.

{Read about the benefits of inbound marketing here]

What are your performance benchmarks?

For you to understand and analyze the process that the agency will take, you have to understand how their scoring system works. How do they actually measure the performance of their marketing strategies? What scale do they use? Feel free to ask more case study questions or make recommendations so the agency can provide tailor-made solutions.

What strategies seem fit for my business and do you have the required resources?

An agency’s influence is tied to its power in resources. Your inbound marketing agency must have the ability to come up with marketing strategies and follow through with them. It is retardant to deal with an agency that always needs your financial backing. Cost should be mentioned upfront.

How much time will it take?

Depending on the agency you want to work with, the completion time for projects will vary. Look for those who will work within the time frame you have provided.

What is your client retention status?

You can tell a lot from a business and the amount of clients they retain. High retention rates indicate high turnover. You want to work with a business that is trusted and supported with a number of people.

How do you integrate your team?

As a business looking for a marketing agency, you want to be sure that everyone involved understands your goal. Work with agencies that are open to taking direction and involving you in major/minor decisions.

How is ROI measured?

There are agencies that do not provide these services or only provide these services in limited function. It is better to work with agencies that do detailed ROI measurements. This way you can easily track how your investment is progressing.

With these questions, we are confident you will be able to select the right agency for your company. Look for an agency that gives you a creative edge and allows you to focus on your sales. We wish you all the best!

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers

Stevens & Tate Will Be Speaking At AHCA/NCAL 2017 On Inbound Digital Marketing

Nicole Wagner will be speaking to the attendees of AHCA/NCAL Convention & Expo, set to take place October 15-18, 2017 at the Mandalay Bay Hotel in Las Vegas, NV. The American Health Care Association (AHCA) is the nation’s largest association of long-term and post-acute care providers. At the show, Nicole will be speaking on how to attract, convert, close and delight prospects using inbound marketing. The presentation will be taking place on Tuesday, October 17th at 10am.

According to the agency, seniors today are more empowered. The web provides them with instant access to detailed specs, pricing options, and reviews about goods and services. Meanwhile, social media encourages them to share and compare, while mobile devices add a wherever/whenever dimension to every aspect of their online experience. The session that Nicole will present reflects this innovative thinking.

Nicole’s educational session will presented at 10 A.M. There, Nicole will explain how to draw visitors to your website to convert them into qualified sales leads and how to use social media to strengthen your brand. She will also focus on creating brand awareness to attract new business, well as describe how to nurture prospects through engaging conversations at every stage of the buyer’s journey.

Nicole will explain how, through inbound marketing, you can:

  • Enable customers to engage with your brand at their point of need
  • Shape a brand preference and influence future purchases
  • Generate social media shares and inbound links
  • Help fuel search engine optimization efforts
  • Increase brand awareness
  • Educate prospects and use content to guide them through their decision-making process
  • Generate qualified leads for less cost than traditional advertising

To learn more about inbound marketing, read more about The Benefits of Inbound Marketing

AHCA is a non-profit federation of affiliate state health organizations, together representing more than 13,500 non-profit and for-profit nursing facility, assisted living, developmentally-disabled and sub acute care providers. These health organizations care for approximately one million elderly and disabled individuals each day. AHCA advocates for quality care and services for frail, elderly, and disabled Americans.      

Nicole Wagner, Internet Marketing Director at Stevens & Tate Marketing (, leads an enthusiastic team in strategic planning, web development, social media and search engine marketing, as well as Internet and mobile marketing. She can be reached directly by calling (630) 627-5200 or via email at

Stevens & Tate Marketing is a full service advertising agency, specializing in meeting the ever-changing demands of today’s consumer. As experts in all areas of Internet Marketing, we know how to navigate through evolving trends and technologies, and have decades of experience delivering results for businesses nationwide. Through our unique combination of strategic thinking, creative execution, and targeted communications, we Make Things Happen™.

Learn more about Stevens & Tate’s speaking experience.

How To Assess Your Inbound Marketing Plan

Inbound marketing has become one of the most efficient ways for marketers to sell online. It is based on developing high-quality content to relevant to the prospective buyers who you can turn into buyers. This kind of marketing allows the user to determine whether the inbound marketing plan is productive or not. Marketing metrics is a part of attraction marketing and your inbound marketing plan is a part of marketing metrics.

For most business firms actual and quantifiable results are more beneficial for better business decision. By using real-time metrics it is easy to identify the best content and customize the conversion tactics for more sales. The following are factors to be considered when measuring the effectiveness of your inbound marketing plan.

The Desired Goals And Objectives

One way to measure the performance of your campaign is listing the organizational goals. Assessing available opportunities as compared to the current number of customers, allows you to ensure both marketing and sales efforts are productive. Some of the real-time metrics that can be used for this step include; the number of conversion produced, where your prospects are in your sales funnel and lastly the number of buyers in your marketing niche. By stacking the results from such a test against the organizational goals will help you know the results of your marketing campaign.

Read our article on 5 Examples Of Goals For Business Development to learn more about goal creation.

Competitive Benchmarking

At times comparing your inbound marketing techniques to your competitors will allow you to identify the best strategies. By selecting the tactics that your competitors are succeeding at and eliminating those that fail your competitors will help you stay ahead. The first people to use inbound marketing in their industry have the chance to create a benchmark for their competitors. For better access to the progress of your competition, online tools like Google analytics or website grader will give you more information. Some platforms like Hubspot allow the user to see traffic density and the domains linked to your site. Such data will allow you to select the best inbound campaigns.

Social Media

Social media offer a way to get maximum attention to your website. Researching carefully about the target market allows you to know what social media platform get to the best of your customers and prospects. After deciding the best social media platform, you should approach it strategically. You can start by developing a plan on how to release some posts or discussing some topics depending on the content calendar. The idea is to compare the number of conversions each post brings. If one type of content brings more conversions then you should focus on it and eliminate the ones with fewer reads. The concept behind this is to drive conversions to the website from social media community.

Financial Spending

For any inbound marketing campaign, there must be a budget that comes with it. The budget should be based on the organizational goals to be achieved and the time frame. This provides a chance to compare between the marketing campaigns that are currently running. If you have a part of the campaign that has more expenses with fewer leads yet there are other options that are more productive, it will be better to switch and focus on the productive ones. For those campaigns that use more money like free advertising and free samples, you can re-strategize and utilize inbound marketing that has more measurable ROI features.

Develop Your Nurturing Process

Though for most buyers if your products are amazing they will buy immediately but for some a relationship is important. Lead nurturing allows you to focus on the target market and depending on the buyer’s journey it is easy to make your sales funnel a metric. By carefully designing the sales funnel to provide the prospect with motivation to buy and include clear calls to action, this will provide a position of measurement and comparison. If there are certain goals to be achieved linking conversion rates with the number of new customers will give you a clear picture of the growth curve.


Every company has a unique business structure, meaning they have different inbound marketing approaches. The success of a marketing campaign will depend on the contributions of the company sales team, this means you should clearly state your inbound marketing plan and goals to be achieved for better measurements.

Integrating Social Media & SEO Efforts For Enhanced Search Engine Results

Factors That Influence Consumer Purchasing Decisions

What Are Marketing Qualified Leads And Why Do They Matter?

How are you handling your marketing qualified leads? Once you have a lead at the top of the sales funnel, you can’t just stop marketing and hope that initial lead turns into a sales-qualified lead (SQL). You need to keep your eye on your marketing qualified leads (MQLs) as well.

Don’t Forget the Lead in the Middle

Prospects, also known as contacts and leads, are the consumers at the top of your sales funnel. They have an initial interest in your product or service and might provide an email address or first name, in exchange for a report or other premium offer. However, they are only at the browsing stage and are definitely not ready to make a purchase yet.

At the bottom of your sales funnel are your sales qualified leads, also known as SQLs. These leads are ready to make a purchase. This is when your sales people need to be in contact, ready to provide additional information and incentives to finalize the sale.

Now there is plenty of room between the prospect and the SQL. This is where the marketing qualified lead (MQL) sits.

An MQL has moved beyond the browsing stage and is seriously evaluating whether your product or service meets certain criteria. They are looking at your competition as well. This is when your marketing needs to shift. An MQL needs more detailed information on your products and services, and needs to know how you differ from the competition. This information will help the MQL move towards the decision-making point.

[Read here to find out how to nurture leads with email marketing]

How Can You Tell if a Lead is Marketing Qualified?

To tell when a lead is moving towards the MQL stage, you need to gather pertinent data from the lead and monitor his/her activity on your website. Then, compare this information to past sales opportunities to determine what direction the prospect is moving towards.

  • Demographic data from the lead, like location, industry, and business size makes a difference. Also, how much do they want to spend? Is your product within their budget needs?
  • What types of actions are they taking on your website? Frequent visits added with downloading whitepapers or other detailed information is a good sign they are in this stage.
  • How similar are they to your past sales opportunities? If your typical customers are established companies with a large budget, a start-up with a limited budget may not be a good fit. That doesn’t mean that start-up won’t make a purchase, it is just less likely to happen.

The exact definition of what an MQL means to your company is something only you can define. But, no matter how you define MQLs, you cannot forget them in your marketing process. Forgetting them means less SQLs which means less final sales. And that defeats the purpose of marketing in the first place. The next step is learning how to engage marketing qualified leads until they move to being an SQL.

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers

social media strategies

Attract, Convert, and Close Prospects Using Social Media Strategies and Website Conversion Techniques

LOMBARD, ILL., July 12, 2017– This September, Stevens & Tate Marketing will be emphatically represented at the one of the most respected associations of providers serving Illinois older adults, LeadingAge Illinois. Internet Marketing Director Nicole Wagner will be sharing her extensive online marketing expertise. LeadingAge 2017 is being held from September 26th to the 27th at The Hilton Lisle/Naperville in Lisle, Illinois.

At the show, Nicole will carry out a 90-minute presentation on how to attract, convert, and close prospects using social media strategies and website conversion techniques. According to the agency, the Internet has become a cornerstone of our marketing efforts, and although it is now easier to reach our audience, it may be harder to stand out from the crowd. How do we get the most out of our online marketing efforts? How do we make sure our social media platforms are as effective as possible? The session will help attendees determine their top marketing strategies in order to hit their top 2017 business goals.

Wagner will present essential strategies that will teach how to use social media to communicate with an audience on a more personal level, as well as optimizing a website in order to make it easier to find. Her educational sessions continue to be well received by all types of organizations because she emphasizes providing relevant and actionable takeaways that are targeted to each audience.

From Wagner’s presentation, attendees should be able to determine what their key marketing tactics are to achieve overall business goals, be able to create buyer personas of future residents and prospects, and understand the stages of the buyer’s journey and how to communicate to prospects through each stage. In addition, attendees will walk away with defined steps to improve their website and social media platform to meet their objectives. Nicole’s presentation is a great opportunity for LeadingAge members to learn proven techniques to improve their marketing performance.

LeadingAge Illinois is one of the largest and most respected associations of providers serving Illinois older adults, and the state chapter of the significant national organization. LeadingAge Illinois serves more than 500 providers including home and community based services (HCBS), senior housing, continuing care retirement communities (CCRC), assisted living, supportive living and skilled nursing/rehabilitation centers.

Stevens & Tate Marketing is a full service advertising agency specializing in meeting the ever-changing demands of today’s consumer. As experts in all areas of Internet Marketing, we know how to navigate through evolving trends and technologies in the online space today – and have decades of experience delivering results for businesses nationwide. Through our unique combination of strategic thinking, creative execution and targeted communications, we Make Things Happen.™

Nicole Wagner, Internet Marketing Director at Stevens & Tate Marketing (, leads an enthusiastic team in strategic planning, web development, social media and search engine marketing as well as Internet and mobile marketing. She can be reached directly by calling (630) 627-5200 or via email at

Learn more about Stevens & Tate’s speaking experience.

# # #

SUMMARY: Stevens & Tate Marketing Internet Marketing Director Nicole Wagner has been selected as a featured speaker for the LeadingAge Illinois 2017 Conference in Lisle, Illinois. As a repeat speaker for this prominent national event, Nicole will provide key insight into proven strategies on how to attract, convert, and close prospects using social media strategies and website conversion techniques.


social media marketing goals

How To Use ROI To Reach Your Social Media Marketing Goals

Is the time and money you’re putting into your company’s social media marketing paying off? You might think you can only really guess as to the success of your social media accounts, but there are ways to measure how “worth it” your social media efforts really are. To accurately calculate your ROI, which stands for Return On Investment, you must take into account all resources. Measure efforts and interactions that go into your company’s attempts to reach their social media marketing goals. Return On Investment also helps when it comes to attraction marketing.


Resources include such factors as time, cost, and effort. In order to calculate how the total resources your company is funneling into your social media accounts, ask yourself the following questions: Approximately how many hours does your company spend working on social media per week? How much effort do your employees put into your social media accounts each week? How much money are you putting into each of your social media campaigns? Estimate the answers to these questions and put them in their own separate resource categories.

[Read our article about 8 tips on social media best practices for your business]



Now it’s time to calculate the value of your efforts in order to see how well your resources are paying off. The first factor you should take into account is reach, which is used to measure the size of your potential audience. Who are the people directly (and indirectly) in your social network? How many page views and click-throughs are you getting on your social media posts each week?


Next, to find your value, you need to consider is the engagement of your social media, or the number of interactions with your brand. For example, how many retweets are your company’s posts getting on Twitter each week? How many likes are your Instagram posts receiving? How many people are sharing your Facebook posts?

Audience Growth:

Finally, you must measure is your audience growth, or the number of new audience members that your social media accounts usually attract. Who follows you or is friends with you on your accounts, and by how much does this number increase each week? How many new visitors are visiting your website in a given week? How many visitors are subscribing to your email list? What is your lead-to-customer conversion rate?

Now you can calculate your Return on Investment by using this formula: ROI= (Value- Resources) / Resources.Is your ROI within the desired range, or does it fall short of the social media marketing goals you have for your company? Perhaps you should see which social media accounts are giving you the best results, and put concentrate your efforts towards these accounts. Maybe you need apply different strategies in order to ensure that your social media content is garnering enough attention. In conclusion, calculating our ROI will put you on the right track for improving your company’s social media presence.

social media marketing

Growth-Driven Web Design – Is It Right For Your Company?

Most marketers have been through a website redesign in their career. If so then they know that it takes considerable time and resources to build a website from the ground up. There are constant meetings and decisions to make at every stage of traditional website design. You work so hard to launch a website, only to repeat the process every few years to ensure your website maintains it’s quality. Sounds redundant, doesn’t it? In order to avoid most of the major obstacles that come with traditional web design renovations, I present you with an alternative choice: Growth-Driven Web Design.

What is Growth-Driven Web Design?

To explain Growth-Driven Web Design, we will simply look at its objective. Instead of undertaking the whole website design process at once, GDD’s aim is to launch and run your website in the shortest amount of time possible. Once the website is launched, any developments will be attended to as the website is running. The feedback gathered as the website is running can provide additional insight to your marketing team. Your marketing team then uses this live data to make informed marketing decisions in order to help you achieve your enterprise goals.

[Read more about discovering the growth-driven design process]

How does it work?

Properly implementing GDD into your design process depends on three important phases. These phases play a crucial role in running and maintaining your website:


To come up with a brilliant strategy, you need to note the following: your client personas, assumptions, buyer’s process, wish lists, website audit information, etc. This information will help you decide what kind of content is most relevant to your clients and how well to maximize off of this content.


Once you have formulated a solid strategy, it’s time to launch your website. You will use a Launchpad website that includes all the information your customer needs about your company. Remember that the content you put on your Launchpad will determine the conversion rates your website will receive. The aesthetic and function of your Launchpad will attract the customers, while the information provided will give them a reason to stay.


As I previously stated, once your Launchpad website is running successfully, you will make improvements as you go. This way, you get to provide tailor-made solutions for any issues that come up.

Should you use GDD?

Below are some instances in which GDD can be of assistance to you:

  • Your business has the capacity to increase incoming website traffic.
  • You need a large rate of conversion. This can be improved by maximizing on relevant pages and usable interface,
  • You need to know more about your website visitors’ activities
  • You have an outdated website that still receives a considerable amount of traffic. GDD will help maximize on these basic interactions.

Benefits of Growth-Driven Web Design

If your company chooses to use GDD, here are some of the benefits you stand to gain:

Uncomplicated updates

Since you are optimizing on the basic content in your Launchpad website, you skip the repetitive process of frequently taking down and rebuilding your website. Instead, you can easily update and improve your website while it continues running.

Pocket friendly

Building a website the traditional way costs a pretty penny. The upfront costs on the GDD are lower as well as flexible over periods of time, depending on the demand.

Shorter timelines

It can take months or even years for a traditional website to be designed and launched. With the GDD, you can easily have your website up and running in a few weeks.

Tailor-made solutions

Since the GDD is designed for on-the-go use, your sales and marketing teams will be able to adjust their strategies accordingly. If problems arise, the solutions can be made accordingly.

 25 Website Must Haves For Driving Traffic, Leads & Sales

Progressive Profiling

Using Progressive Profiling To Improve Your Lead Intel

Did you know that the more information you request from a lead in one given form, the lower your chances of converting that lead to a sale? Simply put, asking for too much information at one time turns off prospective customers. That is one reason why progressive profiling needs to be in your marketing strategy.

How Do You Profile Progressively?

When you capture pertinent information from a prospect, that person turns into a lead. It can be as simple as getting their name and email address before you let them download a report from a landing page. But leads are not converted to paying customers just by getting a name and an email address. You need more information before your sales team can get to work. This is where progressive profiling comes in.

[Learn To Generate Leads Through Content Marketing]

Each time the lead wants to download information, you get a bit more data. It starts with the name and email address. Next, it might be demographic data about their company, like its location and number of employees. You can also grab the lead’s role in the company.

On the third download, you know this lead is evaluating your products or services as part of a decision-making process. This is when you ask for a phone number or the time frame to purchase. This continued quest for more details from a lead is progressive profiling.

What Makes This Type of Profiling So Powerful?

  • It increases conversion rates. People do not like filling out long forms just to download a simple whitepaper or report. On the other hand, they don’t mind giving a name and email address for that type of download.
  • It prevents repetition. You already have some information about a prospect. There is no need to ask for the same information again.
  • It offers you the ability to capture more valuable information over time. You can ask progressively more detailed questions as the lead comes closer to the sales decision time.

How Do You Automate This Process?

Now, you might be thinking that you would need to build multiple web forms based on complex logic to capture all this information. And you would be correct, if you are not using a marketing automation platform like Hubspot.

The beauty of Hubspot is that you can leverage dynamic web forms and already captured data to get the information you need, without building multiple web forms. When the lead returns for another download, Hubspot can detect what information is already provided, then create a dynamic web form asking for the next level of detail. That information is stored in Hubspot, ready for the next download or for the sales team.

Another benefit of Hubspot is the ability to customize the data captured based on the buyer persona for each lead. This allows you to capture pertinent information based on the lead’s interest in a particular product or service. This allows progressively more detailed market segmentation and sales follow-up.

Are you ready to leverage progressive profiling in your company?


Tips to Consider When Developing Strong Email Subject Lines

Email is one of the most effective marketing platforms in the world today. Marketing is based on judging books by their covers, thus attractive email subject lines are crucial. The choice of words used in the subject line has a huge influence on the readers and determines whether the hard work devoted to writing the email is fruitful.

Investing additional time into writing a good subject line increases your open email rates. This grants you additional exposure increased contact with the target market. Here are some suggestions when it comes to writing strong email subject lines.

Use aspects of personalization

For this, use tags in the subject lines indicating the addressee’s name and locality. For most marketing professionals, this has been observed to increase open rates. Combining this tactic with some targeted automation announcement will improve the effectiveness of the strategy.

Be target specific in creating recipient lists

Though sending blast messages to every contact in your list may seem comprehensive, it may be offputting to some recipients.  Due to receiving irrelevant messages, some of your recipients may feel confused and, at times, frustrated. To solve this problem, segment the list based on past experiences and observations of consumer behavior. Forms are good sources for such information because they are filled with descriptions of personal preferences.

[Are people unsubscribing from your emails? Read here]

Keep it short and sweet

Around 40% of emails sent are opened in a mobile device. Assuming your readers might open emails in their mobile device, your subject line should be under 50 characters so it doesn’t get cut off.  To minimize the character count, only use the most crucial words in your subject line and take away the unnecessary ones.

Avoid overuse of caps and exclamation marks

Excessive use of exclamation marks and caps lock will make your recipient feel like they’re being yelled at. Not only is the tactic disruptive, but 70% of recipients are likely to mark such emails as spam. Avoid this mistake and use action-based language to catch your readers’ attention instead.

Do not divulge the contents

A strong subject line hides the contents of the email from the reader and instead makes them curious. Additionally, you should avoid making the subject line overpromising, which means whatever is indicated in the subject line should be consistent with the contents of the email.

Ask reflective questions

Ask relevant questions in the subject line to attract the reader’s attention. Formulate a question that appeals directly to the recipient, and then provide internal links that provide an answer to the question. This is an efficient strategy that will translate to more email reads.

A/B testing

Though subject lines can be formed based on many ideas, the focus should be the target market. A/B testing involves carefully researching your target audience and experimenting with different subject lines. A successful campaign tests different subject lines on customers and adopts the ones with more reads.  It is necessary to research continuously so as to remain relevant and effective.

email marketing program