senior living marketing

Why Marketing Automation Is Important In Senior Living Marketing Today

Experienced industry marketers have pointed out that marketing automation is the next generation of senior living marketing strategy. Without automation, senior living sales teams are missing opportunities to reach potential clients and key decision makers. And that affects your bottom line.

Marketing automation offers insights into the behaviors, interests, and needs of individual leads. That kind of information is critical when your sales team is trying to convert a lead into a move-in. If your sales team knows exactly what the lead wants, converting that person becomes much easier.

Why Automation Helps Increase Conversions:

You Can Personalize Your Communication

By tracking what your website visitors request about your property off your website, you can follow where that lead is at in their buying process. The more touch points you offer on your website, the more data you can obtain from your prospect. And that data makes it possible to market back to them on a personal level. This type of personalized communication makes a real difference in senior living marketing.

The Benefits Of Marketing Automation For Senior Living Communities

Move Your Prospects Through The Sales Process Faster

Helps seniors move through the sales process faster. Seniors, as well as their adult children, love to get timely responses to questions and content. Automation makes this easier by engaging interested seniors with relevant content and gauging their response. Quick engagement with high quality information will help the lead reach the decision point faster. And that is critical in senior living marketing these days.

Allows You To Nurture Your Leads To A Close

It is more than likely your prospect is looking at more than one senior living community. A carefully crafted set of emails will help to keep your brand top of mind and educate your prospect on your unique selling points. This helps nurture the lead further down the sales funnel. As they reach the decision-making point, you can provided targeted information and the option of contacting a sales person to talk further.

Provides Critical Insights into Individual Leads

Marketing automation software can track what web pages a lead has the most interest in and which offers they signed up for. This information offers critical insights into what is of most interest to the lead. One lead might be interested in a small single bedroom apartment and the social programs. Another lead might be interested in a larger unit and what healthcare services are available. The sales team can use these details in making their pitches and converting a lead into a move-in.

The power of marketing automation is the ability to gather information and nurture leads through the sales process. Then, the sales team can leverage and gather information to convert the sales-qualified lead into a paying resident. Making this critical link between marketing and sales is why marketing automation is so critical in the senior living market today.

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

PPC landing pages

PPC Landing Pages and Other Trends You Should Know in 2018

As 2017 draws to a close, another exciting and interesting year of PPC marketing will conclude soon. PPC landing pages still hold strong, but the other trends in pay per click marketing are worth analyzing as well. That also means it is time to anticipate the future landscape and direction of paid search, with some help of the smartest guys in the industry. Voice search and artificial intelligence were two of the hottest topics in 2017, and it is likely that we will hear plenty more about them in the next year, as well as PPC landing pages.

In 2018, Ilya Cherepakhin predicts that PPC marketers will get pushed on two important fronts. They will unleash the intelligence and power of audience management and make inroads into voice search. Although there are other challenges, such as smart bidding automation, multi-channel attribution and cross-device analytics, he contends that voice search and audience management are likely to open up bigger frontiers for success, besides the good old PPC landing pages.

Voice search, though still evolving, cannot be overlooked. Marketers will have to rethink and devise new strategies for natural presence and PPC. This is because voice technology will tap into a considerably different kind of user behavior compared to that of an average mobile user. The use of existing mobile search technique will not be enough. It would be essential to have new and more relevant marketing objectives, reconsider the type of products and services that are more suitable for voice users, and come up with better mobile experiences for these users.

Artificial intelligence (AI) has been a buzzword in the current year. In 2018, it will become an even bigger element of marketing workflows. A lot has been said about Google introducing the use of AI for both conversion optimization and attribution modeling. However, over the course of 2018, use of Google’s AI is expected to skyrocket. Many bid management platforms have started to adopt artificial intelligence into their algorithms too.

Check out this article about Video Marketing

Although AI is driving better performance and outcomes, it is important to keep in mind that at the end of the day, human interaction is very crucial. Over-reliance on AI can lead to a few big shakeups. In 2018, we can continue to anticipate more improvements in the automation of PPC fueled by more sophisticated artificial intelligence and machine learning. What experts find most exciting probably is that PPC advertisers will have much more options compared to the past to leverage the technology. This is because it is getting integrated into many third-party tools.

It is also expected that more marketers will add long-tail keywords in their search account, and strive to better understand if there is sufficient difference between regular text searches and voice search to justify additional builds. Although experts guess that there would only be relatively small gains, plenty of marketers expect the incremental gains will make it easier for them to attain their 2018 goals.

According to Jeff Baum, an important trend for many PPC marketers to concentrate on in 2018 will be the adoption of machine learning. With upgrade to its ad rotation settings, smart bidding technologies, and the roll out of numerous smart display campaigns, Google has indicated that machine learning will be crucial for improving performance.

social media marketing

homebuyers

Meet The Newest Generation Of Homebuyers- Gen Z

A new generation is starting to make its presence known. That is Generation Z. They are entering the real estate market in growing numbers. Most are currently renting, but a growing number are looking to move into home ownership. Real estate professionals need to understand this new generation of homebuyers.

What Defines Generation Z?

Generation Z is defined as those born between 1995 and 2010. They are the generation that grew up with the Internet being common place. Currently, they are over 66 million strong, making them over 20% of the American population. This generation is ethnically and racially diverse. They are also the first generation to grow up with Internet access being the norm.

Home Builder Marketing Tips To Drive Traffic And Sales 

  • They want to own a home. Generation Z, like the generations older than them, think that home ownership is a major part of the American Dream. What makes them different is that many of them are looking to move to home ownership at a rapid rate, though their income levels are still at entry level figures. This drive to own a home is focusing many of them to prepare for home ownership early.
  • They want to belong to a community. Members of Generation Z love to have shared amenities. They like being part of communities. In fact, a full third of them are very involved with their community or neighborhood. This need to belong to a community is going to influence the neighborhoods they choose and the amenities they want.
  • They use social networking in the home buying process. This goes back to being the most technology connected generation. When looking for a home, to rent or own, they turn to their family and friends for help. They share the search process with friends and roommates at rates not seen in other generations. This shows why tapping into social networks is critical for tapping into this generation as homebuyers.

Homebuilder Marketing: Target Your Homebuyers With A New Media Mix 

  • They rent in smaller buildings. The reason for this trend is not completely obvious. However, some real estate experts speculate that it relates back to the need of many Generation X members to be part of their community. A smaller building offers better chances to meet neighbors and build relationships.
  • They use the Internet to do research and to put in rental applications. This is a natural extension of their social networking and comfort with technology. They “google” everything. Gen Z wants to put in applications online and they don’t want to have to go into an office to do it. They learn what they want from the Internet and use that information to make decisions on where they live.

Want more Real Estate Marketing Resources? Click here!

Generation Z is starting to make their presence known as homebuyers. Their impact is going to be even stronger in the coming years. Learning what matters to this generation is the first step in helping them become homeowners, whether now or in the next few years.

Learn To Use Social Media To Find New Leads

brand loyalty

The Brand Loyalty Of Generation X

Consumers like certain brands. They develop a trust that the brand’s products are of the right quality and a good value. That trust, along with other positive emotions, causes consumers to develop brand loyalty, where they tend to buy certain products from particular brands now and into the future. How brand loyalty works depends on many factors, age and status in life being two.

It is critical to understand how a particular generation develops brand loyalty. The insights gained by this understanding make marketing to the generation in question much easier. Let’s look at Generation X for example.

What Makes Generation X (Gen X) Unique?

Generation X is usually defined as those born between 1965 and 1980. This generation sits between the much larger Baby Boomer and Millennial generations. Because they are smaller than those two generations, many marketers forget they exist.

Members of Generation X straddle a critical divide. They remember times when Internet access wasn’t the norm. They grew up with a more traditional business model. However, they also came of age at the beginning of the Internet revolution. They have adapted quite well, using the Internet in many of the same ways their younger Millennial siblings do. By straddling this critical divide, Gen X feels comfortable in both traditional and digital markets.

How To Develop Content To Build Customer Loyalty 

Opinions of Gen X vary greatly. As Gen X came of age, they were called slackers, loners, and apathetic. However, as Gen X emerged into adulthood, the descriptions changed. They are often called independent, dedicated, savvy, and innovative. Many of this generation grew up as “latchkey” kids, coming home to an empty house because both parents worked.

Because they came of age during a time of high unemployment and a stagnant economy, Generation X tends to be skeptical and cautious, with a bit of cynicism thrown in. They also look for lower price, high value options that are convenient.

Generation X and Brand Loyalty

In June 2015, CrowdTwist conducted an online survey of just over 1200 North American consumers between the ages of 18 and 69. Approximately 1/3 of the people who participated in the survey were part of Generation X. The results of this survey provided critical insights into how Generation X develops brand loyalty and how brands can retain that loyalty.

Due to this generation’s built in skepticism, brands have to work to gain their loyalty. High quality products and excellent customer services are two components that members of Generation X value. They also want brands that are authentic and trustworthy. They must be relevant and stay relevant. Brands must prove they have value. Marketing pitches and overt salesy advertising are two things that turn members of Gen X against certain products.

The good news is that Gen X tends to stick with the brands they love. Almost 50% of Gen X survey participants indicated they are extremely loyal or quite loyal to their favorite brands. Only 14.6% said they are quite willing or moderately willing to try new brands.

Takeaways

If you are targeting Generation X, you need to understand what it values if you want to develop brand loyalty with this age group. They can be cynical, skeptical and cautious. That requires a company to prove their authenticity and relevance. Gen X wants high value, cost effective options. They expect good quality products at affordable prices. They also love it when these deals are easy to find and easy to purchase.

Once your brand earns the loyalty of a Gen X member, that person is likely to remain a loyal customer for years to come.

Website Redesign Checklist

video marketing strategy

How First Person Experience Videos Can Make an Impact on Your Video Marketing Strategy

Also published on Top Digital Agency August 8, 2018. 

A popular and recent trend in video ads, particularly for many technical products, is the effective use of camera angle from a first person perspective, allowing viewers to engage in a more immersive experience. Most styles of these video ads often do away with spokespeople and voiceovers, letting the experience talk. From the perspective of a video marketing strategy, first-person videos are very effective as they deliver a more personalized user experience.

The strategy of using a first-person angle in videos is to offer viewers a first-hand and personalized view of what’s it like to experience the products. Moreover, these videos cut past the fluff and buzzwords, showing the viewers precisely what they will get. The other important part of this video marketing strategy is to make the user experience more memorable, motivating them to use the products.

The use of a first-person perspective in marketing videos utilizes an emotional appeal, making it easier to forge a bond between you and viewers. Here are some reasons why first-person content is helpful:

Presence

Using the first-person angle in your videos anchors them in the moment. It can benefit you as the viewer feels like he or she is participating in an active experience, rather than feeling distant or remotely connected. This sense of presence makes your content more relatable.

Ownership

It is more difficult to be passive and wishy-washy in your video statements when you make claims using the word “I” or “we.” As a result, imbuing the content with ownership through the first-person perspective can make it more authoritative and develops trust with your viewers.

Check out this similar article about the Top Trends in Social Media

Authenticity

Presence and ownership often lend themselves to a unique sense of authenticity. The implied ownership makes your content more credible and believable compared to “source-less” content, even when there is no name associated with the audio or voice.

Reflection

People often think before speaking. Therefore, when your audience views video ads made from the first-person angle, usually it confers a tacit implication of recollection and reflection. Using the first-person perspective conveys that you have put some consideration and personal thought into your words, which can lend it more credence.

A number of leading brands such as Google, Apple and Samsung use this video marketing strategy. Apple, like its main competitor Samsung, uses the first-person perspective in nearly all its product advertisements. Especially as many of its products are handheld devices, the viewers get a first-hand experience via the videos.

Flashy and over-the-top video ads do not get the same traction anymore. Customers want to know what they will get when they open the box. This is one reason why product unboxing videos have become so popular. They are posted by customers on YouTube for almost any product you could think of. As this is exactly what consumers are seeking, you could let your new video advertisement unbox a product for them.

Integrating Social Media & SEO Efforts For Enhanced Search Engine Results

How To Tell A Better Business Story

A critical key in modern marketing is storytelling. Now, anyone can generate and tell a story. For it to be effective, however, it needs to convey a meaningful message to your audience. Simply put, you need to tell a better business story.

The Meaning Behind the Story

There is some question as to why you need to tell your story in the first place. Who is interested in the history of your company? Your target audience, that’s who.

Connecting with your target audience requires making an emotional connection. That connection builds excitement and encourages loyalty. Storytelling is one way to do this. Humans have connected to their culture and history through storytelling for millennia. It stimulates the mind and it invokes deep emotions. It provokes empathy, engagement and perspective. And all of that promotes an emotional connection.

Business Storytelling Tip: “Burn The First Reel” 

Crafting a Better Business Story

How can you make your business story more engaging and exciting?

  • Tell your audience how your company is changing the world. When you opened the doors, you had a vision on what you wanted to accomplish. That vision may have changed a bit since you started, but you still have a vision. That is part of what you need to convey to your audience through your business story. You want that audience to see that vision and to embrace it as part of your brand.
  • Show your audience why your company matters. Part of what you need to convey is what makes your company different from your competitors. Telling your story gives you the opportunity to highlight what makes you different and why your customers choose your brand. This differentiation needs to be an integral part of your story.
  • Be authentic. Today’s consumers have the ability to check the facts. When you are telling your business story, you need to stick to the facts and avoid embellishing the truth. If your story sounds a bit boring, try a different angle. Even the most boring story can sound interesting with the right storytelling.
  • Focus on your audience. Your story needs to create an emotional connection with your audience. You don’t want to throw details into the story that clutter your message. When crafting your story, be sure each highlight you include invokes or enhances that critical emotional connection.
  • Be courageous and audacious. Brainstorm and explore all avenues of how to convey your business story. You may have a few bad ideas, but if you explore the inspiration behind those bad ideas, you may find the perfect angle for telling your story. Or you may find the right details to set your story apart from the competition. The bolder and more audacious you are, the better your story will be in the end.
  • Tell, refine, retell. The first time you tell your story, it will sound hesitant and awkward. You may not have the delivery smooth and the details are rough. But, that is only the first time. Refine your story, smooth out your presentation. Tell the story again. And again, and again. The more you tell it, the more you refine it, the better it will end up.

Each of these tips will help you craft a better business story. Remember, you are not going to get it perfect at first. But, the more you tell it, the more you refine it, the more authentic it becomes. And that is how you make that emotional connection with your target audience.

Learn The StoryBranding Process

brand story

How To Build A Brand Story

Storytelling has been a part of human interaction for millennia. From the ancient time when families gathered around a fire for protection from predators, to the modern gathering of children around a preschool teacher, stories are a way for people to convey ideas and share experiences. The power of the story also works for building brands. Learning how to build a brand story begins with the past and moves forward.

Know Your Brand’s History

Every person who ever started a company had a reason for opening the doors. It could be to sell a product the founder invented. It could be to solve a known consumer problem. The reason could be to fill a particular niche. No matter the reason, the details of who founded the company and why is important for building the brand story.

Another aspect you need to record is why the brand took the direction it did. The founder may have started the company in one direction, but for one reason or another, the brand took its own path. Recording what happened and why is important for moving the brand story forward to the present.

Know Where Your Company Is Going

The next part of how to build a brand story is knowing where the company is going. Every brand needs a plan for future growth. That plan should be a natural outgrowth of the brand’s past and its present trajectory.

The future story is a vision of where the company’s owners want the brand to be in a given time frame. It needs to be well thought out, figuring in potential changes in the market and industry. It needs to integrate the brand’s vision, strategies, and goals.

Using Marketing Technology to Build a More Visible Brand 

Know Your Brand’s Values

What does your brand stand for? A brand’s values demonstrates what connects it to the world around it. Defining a brand’s values needs to be more than just stating an idealized version of what the brand should stand for. It should be an authentic statement of what the brand actually stands for.

Ask a customer what your brand stands for. You might be surprised at what you hear. The values that customers perceive may not be the values you want your brand to stand for. You have the power to redefine the perception, but it begins with knowing the values you want it to stand for.

Tell Your Story

Knowing your brand’s history, its future, and its values gives you the building blocks to tell your brand story. Your story needs to be authentic and honest. It should be a succinct statement of where your brand came from, where it is going and what it stands for. The story must demonstrate your company’s purpose. It should invite your audience to be part of the brand’s future.

Learning how to build a brand story is just the first step. You must align every aspect of your company with this story. Consistency demonstrates authenticity, which, in turn, builds trust with your target audience. The story should be an integral part of your website, your marketing, and your advertising. It needs to be part of your internal training for new hires. It needs to be a part of the fabric that makes up your brand.

Click here to learn all there is to know about telling your brand’s story.

Learn The StoryBranding Process

creative marketing solutions

How Pop Culture Creates Creative Marketing Solutions

If there is one thing that marketers know how to do really well, it’s write blogs. We do research, look at trends, write our findings, and publish them for the world to see. After publishing a number of articles we noticed that one of them did really well. “Four Things You Can Learn About Real Estate Marketing From Bon Jovi” Is one of the most viewed blog articles on our website. Aside from being a well-written article with profound insight, I was wondering if there was any other reason this article drew a considerable amount of online traffic. There is only one reason I can think of for this.

People know and care about Bon Jovi, which made them curious about what the article had to say. Today, there are more brands, franchises, and celebrities to talk about than ever before. It’s time we start using them to our advantage. This article explores how the world of pop culture presents a creative marketing solution for anyone who wants to increase their online traffic with their online blog.

To read the article “Four Things You Can Learn About Real Estate Marketing From Bon Jovi” click this link. 

Lions And Tigers And Bears? Nope. Zombies.

For the last decade or so, zombies have become a pervasive part of American culture. The Walking Dead is one of the most popular shows on television. There are countless articles about zombies online, including this one that explains why a zombie apocalypse could actually happen, and Canada’s parliament even discussed the possibility of a zombie apocalypse on the parliament floor. Whether it’s just fun to think about or an excuse to hoard hundreds of cans of tomato soup in your basement, people talk about zombies.

Even without seeing a specific movie the concept of zombies is pretty universal. Why not incorporate this into your writing? We know that if someone is already interested in a topic or has prior knowledge on a subject they are more likely to click on links pertaining to that subject. So don’t feel ashamed, write about zombies, super heroes, even vampires! By having some fun with your writing you will be surprised at what kind of reaction you will get out of your readers. (Note: If you choose to write about vampires, do not write about the sparkling ones. You’ve been warned.)

Marvel At Your Writing.

There was once a time when comic books, and the people who read them, were seen as nerdy or stupid. Look at any movie from the 80’s. What was the easiest way to convey to the audience that a child was a social outcast? Make the kid read a comic. BOOM! Audience knows this kid is weird and awkward but he probably has a heart of gold because the kid is also the main character. Fast forward to 2017 where 16 Marvel films have grossed over 10 billion dollars worldwide and you will know that times have changed.

Today, comic books aren’t seen as nerdy or lame because everybody is watching and loving these films. With so many movies full of allusions to rich, decades old backstories along with pop culture references and endless Stan Lee cameos, these movies are fun to watch and even more fun to talk about. Take advantage of that! Whatever you end up writing about though, make it relate back your field of expertise. Otherwise people won’t read your blog in a way that supports your business. For example, if you do opinion pieces on politics you could write something like… “Why ‘Captain America: Civil War’ Is A Metaphor Of Today’s Political Divide.” Actually, don’t write that. I like that one. Write your own article!

Take Advice from Jean-Luc Picard: Engage!

One of the best things about pop culture is that EVERYONE has an opinion on something. Which Batman is your favorite (Ben Affleck. Obviously), what was the best Lord of the Rings Film (Fellowship), and did Han really shoot first (Yes. Yes he did)? The thing about opinions is that they can’t be proven one way or another, but that doesn’t stop people from sharing theirs. So if you post an article about why Indiana Jones could beat Bruce Lee in a fight, expect someone to disagree with you. When they do, have a friendly argument about it. These back-and-forth exchanges are interesting to both the commenter and other visitors who may engage in the conversation themself.

If, through these discussions you become inspired with a new idea, or decide that your original article was wrong, write a new article! You can even tag the commenter who inspired your new article. This gives you an air of genuineness and will further encourage other readers to comment. The point is, people reading your articles want to be more informed, but they also want to be entertained. That doesn’t have to stop when the article is finished. So keep making your content with your visitors in mind. This will encourage you to write content that keeps brining people back for more.

Whatever industry you happen to be in, these creative marketing solutions should be able to help you increase your online traffic. There is an endless number of ways to talk about any subject, so let your creativity run wild. If we can write an article about Jon Bon Jovi that relates to real estate marketing then you should be able to discuss almost any topic there is. Whatever you end up writing about, just remember; your article should be fun, relevant, and engaging so people keep coming back to your website to see what you have to say next.

social media marketing

Brand Marketing Strategy: Community and Advocacy

Most companies will have a brand marketing strategy. A great way to use a strategy is to work with the community and advocacy. Having advocates and engaging with community will help your brand grow. Advocates are customers, employees, fans, and influencers. Brand advocates are dedicated fans whom the company should build closer relationships with. The best way to advertise is through word of mouth and advocates in the community will do that.

Community and Social Media

When it comes to social media, it is important to engage, grow and leverage the audience. Some ways to grow your social media audience include providing an incentive (gift card), reaching out to the offline community, asking the right questions, and finding people who are advocating your brand already. Engaging your social media community can include having a welcoming environment, timely responses, and reciprocity. Make sure to monitor your community space.

8 Tips on Social Media Best Practices For Your Business 

Engagement with Influencers and Advocates

Engaging with influencers and advocates can bring value. The influencers are bloggers, speakers, and authors. A good idea is to invite these people to an event. Influencers and advocates are the ones spreading information about your company through word of mouth. When building a brand advocacy program, it is important to have program goals, criteria for selection, a plan for onboarding and a continued engagement plan. With an advocacy program it is important to remember the 3 R’s: relevance, reach and resonance. With an employee advocacy program, it is important that both employees and high up exec people post and share company content on social media.

Growing Community Across Social Media

Social media platforms include Twitter, Facebook, LinkedIn, Instagram, YouTube, and Snap Chat.

  • Twitter is for using hash tags, monitoring keywords, hosting events and having chats.
  • Facebook is for having interactions (comments), and using events to create buzz.
  • LinkedIn is for creating groups, and posting content related to business.
  • Instagram is for visuals, finding community, engagement, and boosting brand visibility.
  • YouTube is for collaboration, anonymous comments, healthy debates and connecting with viewers.
  • Snap Chat is for having a unique snap code, ghost codes and direct engagement (reaction snaps to followers).

Each social media platform is unique and has its own purpose.

Measuring ROI

Metrics for ROI are community growth, engagement and brand love. Quality over quantity. You can use the spot check method and randomly select a few followers and look at their profiles to see what kinds of people are following your company. Engagement can include the number of likes for a post. Brand love is positive testimonials from third party blog posts.

Paying attention to your community is important. By reaching out and engaging with advocates, will help your brand. Reaching out and engaging in all the social media platforms will help as well. The more you put into getting your brand out there, the more your brand will grow. You can have a very successful brand marketing strategy. Community and advocacy are two ways to help your strategy.

Integrating Social Media & SEO Efforts For Enhanced Search Engine Results