Future of email

Email Design Trends of 2018

Getting your leads to open your emails can be quite challenging as it is, which means that when they do open your emails, you’ll want to make sure that you make a good impression. This is where the visual design of your email comes in. High-quality email designs will leave a strong first impression, whereas poorly designed emails will reflect badly on your brand. If you can’t put the effort into crafting a nice looking email, your leads may assume that the effort you put into your products or services may be lacking as well.

Keeping that in mind, the following are a number of email design trends that you should consider implementing this year to help you make a better impression on your leads:

Interactive Emails

When it comes to standard email designs, interactivity is generally limited to scrolling up and down. However, more brands are beginning to focus on creating emails that are more interactive. Doing so helps to draw the attention of your readers to different elements of your email.

For example, image carousels or icons allow readers to click on different points or images to bring them to the forefront, which is more engaging than simply scrolling through a list of bullets. Even something as simple as allowing the reader to hover over an image to reveal product details can help increase engagement with your email content.

 

The Use Of Animation

Movement helps prevent email content from becoming too static, which can sometimes be a bit boring. To bring movement to their email content, many brands are using animated GIFs. Just be careful about their size since they can slow down the loading time a bit — especially on mobile devices.

The Use Of Infographics

If you need to convey a lot of information to your readers, then infographics are an excellent way to do so. Infographics are visually effective because they allow you to carefully organize your information in a manner that is easily digestible. Infographics are also much more pleasant to look at visually speaking than having to read through a list or table full of statistics.

An Emphasis On Color Use

Many brands use color in their emails, but don’t give a lot of thought into how they use it. Bold color choices can help you bring attention to different components of your email, whether it’s highlighting a product or emphasizing your call-to-action. The careful selection of color can also help you tie the entire aesthetic of your email together into a more cohesive design.

Click Here for More Email Marketing Tips.

The Use Of Monochrome

Monochrome email designs make use of greyscale in order to create a more sophisticated and elegant look. However, don’t be mistaken into thinking monochrome just means black and white. Black and white email designs look boring, whereas monochrome requires the careful consideration of various shades of gray along with black and white to create high contrast visual elements.

Minimalistic Designs

You don’t want an email design that’s too busy and cluttered or else it will overwhelm the reader. A more minimalistic design will not only make it easy for readers to scan your content, it creates a more elegant appearance when pulled off properly. Minimalistic designs often make strategic use of negative space to bring attention to headlines or images. It also tends to create a more professional impression of a brand.

Keeping up with the latest email design trends is a good way to ensure that your email designs don’t get stale. These are some of the current email design trends that you should consider adopting for your email marketing campaign this year.

social media marketing

chicago top agency

Stevens & Tate Earns Recognition on Clutch

NEWS

For more information, contact:

Debbie Szwast, 630-627-5200

dszwast@stevens-tate.com

 

LOMBARD, IL., June 27, 2018 – We’ve all seen the same old ads while sitting on the couch and staring at the electronic box in our living room. Scrolling down a website after a lazy Google search, we find banners and buttons with ads and endorsements. They speckle our lives, even while driving down the highway, billboards bust into our sights. But they are always a nuisance, only sometimes with the redeeming feature of faint-hearted comedy.

Why are these advertisements and commercials such blemishes? After all, they could be art, beauty, or drama. The reason is that companies go to advertising and branding agencies to create those ads, but most of the agencies do not take people into consideration. At Stevens & Tate, we are driven by understanding people and keeping up with constant innovation. As a result, our advertising and branding strategy has found deep-rooted success with our clients and, importantly, their customers. We “Make Things Happen” for our client partners.

Of course, we know what we do here at Steven & Tate, but when the ratings and review site, Clutch, wanted to find out how we work, they went to our clients. Based in Washington, D.C., the B2B analyst site compiles objective quantitative data, acquires in-depth customer reviews through an interview process, and examines numerous case studies to allow for greater transparency and efficiency in the workplace. Well-respected and well-sourced, Clutch is an excellent tool for B2B companies.

Based on this analysis, Stevens & Tate was fortunate enough to have been ranked as one of the top advertising agencies in Chicago! Our clients provided honest and celebratory feedback to Clutch. A huge thank you goes out to our partner clients who have helped make our work possible.

Felichia Fields, Assistant Director of St. Catherine’s Village explained her experience working with Stevens & Tate. “Their investment in us as a nonprofit is most impressive. They took the time to secret shop our competitors and see what they had to say about St. Catherine’s. It was great to have that outsider’s perspective. That passion is hard to find outside of an organization’s direct employees, and wouldn’t likely be displayed by other vendors. We never had a contract that specified a certain number of years that we’d work with them. The partnership has worked so well for us that we want it to continue.”

Tom Marcucci, VP of Marketing at Gonnella Baking Co, shared a similar experience. “They understand our company and they understand our brand. They’re very responsive. If I give them a task, they hit the mark and don’t misunderstand. We just understand each other and there’s no confusion.”

For some time now, we at Stevens and & Tate have differentiated ourselves by building trust with meaningful storytelling. Ours is a long-term approach, not a throwaway. We love getting to know our diverse range of clients. Through the process of connecting with clients, we have been able to establish mutually beneficial relationships that guide our strategic vision. With the help of Clutch, and their sister site, The Manifest, (where we are also featured among top digital marketing agencies in Chicago), new client reviews will continue to help tell our story of perfecting the product we produce for our clients!

Stevens & Tate Marketing is a full-service advertising agency offering on-strategy creative, integrated message development, and cost-effective media planning and execution. The team creates targeted solutions for clients within the food/grocery, retail, homebuilding/real estate, travel/tourism, business-to-business, healthcare, and senior living industries. To learn more about how Stevens & Tate Marketing can help Make Things Happen TM for your business, call (630) 627-5200.

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SUMMARY: Stevens & Tate has been ranked as one of the top advertising agencies in Chicago. Clutch, an analyst B2B site, has awarded them with this based on their experience, success, and the kind words of their clients.

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4 Generation Z Marketing Strategies to Begin Using

Marketing strategies have been focusing on millennial wants, needs and habits for years now — and for good reason. Millennials recently overtook baby boomers as the biggest generation. However, it won’t be long until the next generation — generation Z — comes to the forefront. As such, it’s important that you begin identifying effective generation Z marketing strategies that will help you continue to reach your target audience well into the future. The following are four generation Z marketing strategies you should begin implementing now:

1. Emphasize Mobile Marketing

Generation Z is the first generation to have grown up during the smartphone era. Most of them use the smartphone more than any other device. At this point, making sure all of your content is mobile-friendly should be a given. However, you should also begin designing marketing campaigns that specifically revolve around mobile marketing, such as through the use of mobile apps and mobile-based social platforms, such as Instagram.

2. Be Active On Social Media

Like smartphones, few members of generation Z will know what it was like before the age of social media. They use social media more than anything else in order to learn about brands and the products or services that they offer. In fact, more than 51 percent of Generation Z use social networks when researching brands and products, compared to 45 percent of millennials.

However, while you’ll still be able to find Generation Z on social networks like Facebook, they tend to prefer networks that their parents aren’t on, such as Snapchat, and often use more niche platforms as well. They’re also a bit more careful in how they engage having learned from the previous generation’s social media mishaps.

trends in social media

3. Create Video Content

Generation Z grew up on streaming video. They consume content on YouTube, Hulu, Netflix, Vimeo and more on a daily basis, which means that short-form video content is one of the best ways to reach them. Video content is also no longer as expensive to produce as it once was. As you adjust your content marketing strategy, you should begin emphasizing video content if you plan to attract audience members from generation Z.

Read More About First Person Experience Videos Here.

4. Personalize Your Interactions

Generation Z has spent a large part of their lives online, which means that the usual marketing gimmicks aren’t going to phase them. They are only going to engage with brands that they believe to be authentic. The best way to show authenticity and to stand out from the crowd is to personalize your interactions. This can be done by treating them like individuals instead of marketing stats, communicating directly with them via social media, communicating your message quickly and clearly, and providing helpful and informative content that’s also entertaining and personable.

Not only are these effective generation Z marketing strategies, they’re strong long-term strategies in general that you should begin implementing now. By using these generation Z marketing strategies, you will help position your brand for success even once generation Z eventually takes over as your largest audience.

Integrating Social Media & SEO Efforts For Enhanced Search Engine Results

Digital Marketing Strategies For Higher Education

As a college or university, you have a lot to offer to your students in terms of obtaining a higher education that can help them pursue their dreams of a career. However, you’re not the only school around, which means you’ll need to implement effective marketing strategies for higher education in order to attract prospective students and to convince them to enroll. The following are a few digital marketing strategies for higher education that are proven to be effective if leveraged properly:

Using PPC advertising

PPC (pay-per-click) ads are an excellent way to reach the students in your target audience and to generate high-quality leads. Prospective students will perform a significant amount of searches when trying to find higher education options, which means that PPC ads are a great way to put your school in a position to be found. They’re also very cost-efficient since you are only paying for the clicks that your ad gets.

When using PPC ads, there are a few things you’ll want to keep in mind. For example, you need to know who your audience is and what they are searching for in order to choose the right keywords and create effective ad copy. You will also need to take great care in deciding where to place your ads to best reach your audience.

Optimizing your site for SEO

To improve your page rankings and increase exposure to potential students, you’ll need to make sure that your website is properly optimized for SEO (search engine optimization). This includes paying attention to both on-page and technical SEO, using high-quality, relevant keywords, and earning high-quality external links. All of these elements are important in bringing in more organic traffic. Building up your external links will also help you bring in a bigger audience from other relevant websites and will go a long way towards expanding brand awareness and building a positive brand reputation for your school.

Read our article: Essential Website Optimization Techniques To Increase Visitors

Creating high-value content

Prospective students will do a substantial amount of research before making a decision. Not only do most students have to pay for a higher education, it requires them to commit a significant amount of their time to it as well. They’ll want to make sure they make the right choice, w

hich is why you will want to provide them with plenty of content on your site that is relevant and helpful to their interests.

Not only can good content help with your SEO efforts (thereby drawing in more organic traffic), it can help establish your school as an authority, which will make your programs more attractive to potential students.

Establish a regular social media presence

A regular social media presence will put you in a position to communicate directly with prospective students, allowing you to address questions and concerns, provide valuable information, and to develop relationships with students, thereby building trust.

These are just a few of the marketing strategies for higher education that can help give your school an advantage attracting prospective students for years to come.

social media marketing

attraction marketing

5 Questions On Attraction Marketing Strategies To Consider

As any business owner knows, marketing is essential if you have any ambition for growing your company. Without effective marketing, your ability to attract new leads and increase sales is going to be limited, which means that there’s a good chance that your business won’t last very long.

However, when it comes to marketing, there are two routes to choose between — prospective marketing and attraction marketing. Essentially, prospective marketing involves finding prospects and then marketing your services or products towards them, whereas with attraction marketing, you allow the prospects to find you — hence the term “attraction.” The following are five common questions that you might have about attraction marketing, along with strategies to consider for executing this type of marketing:

1. How Do You “Attract” Leads?

The idea is to put yourself in the position to be found. This is done by optimizing your website for SEO using high-quality keywords your prospects are likely to use when searching for similar products and services. You then provide content on your website that helps inform your leads about your brand and presents your brand as a valid solution to their problems or needs. Other strategies, such as the use of social media, also helps to increase brand awareness, thereby bringing more prospects to your brand.

Read our article: Are Keywords Still Required To Increase SEO Rankings?

2. Why Is Attraction Marketing More Effective?

Prospective marketing requires that you force your marketing onto a prospect without knowing their interest in your brand. For example, cold calling is a popular prospective marketing technique.

With attraction marketing, you’re not forcing yourself on the prospect. Instead, you’re simply putting yourself in the position to be found by them. The prospects that find you will be more interested in your products or services, which makes them more stronger candidates as potential customers. Additionally, the lack of pressure means that they can do their own research on your brand on their own time, making them more likely to convert.

3. How Does Attraction Marketing Lead to Sales?

One of the strategies involved in attracting leads is to establish yourself as an authority within your industry via your content. When your website visitors educate themselves about your brand by reading through content that’s informative and relevant to their needs, they’re more likely to trust you. This trust makes it easier to capture your leads, giving you the opportunity to nurture them through the sales funnel and eventually, not only closing sales, but creating long-term customers.

Attraction marketing

4. Will You Begin Attracting Leads Right Away?

Unlike prospective marketing, attraction marketing takes a bit longer to implement. As a short-term strategy, attraction marketing isn’t going to seem very effective. However, long-term results are going to be much more impactful than short-term results, which is why attraction marketing is considered more effective than prospective marketing.

5. Once You’re Done, Will You Keep Attracting Leads?

Since attraction marketing is all about long-term results, it’s important to understand that it requires a long-term strategy. You can’t just set up a website and put up some content and then call it a day. For it to be effective, you have to continually create new content, continually engage with followers on social media, and continually adjust your strategy based on various analytics that you should be monitoring. If you do this, you’ll continue attracting leads.

Prospective marketing is a very short-term strategy based on closing sales immediately — and it’s one that’s generally not very effective unless you have a massive advertising budget. Attraction marketing is a more cost-efficient strategy that focuses more on attracting high-quality leads that you can develop relationships with, thereby creating long-term customers well into the future.

Integrating Social Media & SEO Efforts For Enhanced Search Engine Results

What Are The Benefits Of Using HubSpot Marketing Automation Tools?

Creating a successful long-term inbound marketing strategy requires that you tackle several different tactics on different fronts, such as optimizing your site for SEO, creating high-quality content for your website, producing email newsletters, and engaging with followers on social media. Because these tactics all require constant attention to be effective, you should strongly consider the use of HubSpot marketing automation tools as a way to simplify your workload. The following are four reasons why you should be using HubSpot marketing automation tools:

1. Collect and Analyze Data to Improve Your Marketing Efforts

HubSpot’s analytics tools can help to collect data across all of your marketing platforms and provide you with metrics that you can use to the benefit of your marketing campaign. For example, you’ll be able to see what blog posts are outperforming other posts based on metrics such as visits, social engagement, click-throughs and captures. You can use this information to determine what kind of content is more effective or what elements of your blog posts need to be changed. For instance, if you have content that is receiving tons of views but no click-throughs, it may be because your calls-to-action are poor.

2. Personalize Communication With Your Customers

Marketing automation allows you to segment your email list, which makes it easier to personalize your emails and send more relevant content to your recipients. This is done by gathering data from your opt-in forms and using that data to segment your email list into different groups. For example, if you run an online clothing store, then segmenting your list into male and female will prevent you from sending content about women’s clothing to your male audience, which would hurt your ability to properly nurture leads through the sales funnel. The use of email segmentation will make your email marketing strategy more efficient and effective.

3. Schedule Out Your Work Ahead of Time

One of the important aspects of a good content marketing strategy is making sure that you continually publish new content on a regular basis. Your readers are going to expect new content at certain times and if you don’t publish it on the same days at the same times, you’ll lose readers. Of course, remembering to manually publish new content, whether it’s a posting an article to your blog or sending out a tweet, is time-consuming. Marketing automation allows you to create your content and posts well ahead of time and set them to be automatically published at specific times on specific dates.

Read our article: Content Marketing Misconceptions

4. Send More Qualified Leads to Your Sales Team

One of the challenges that a lot of businesses face is having their marketing team on the same page as their sales team. Sales personnel often don’t know what state of the buyer’s journey prospects are on, which makes their job more difficult — especially if they are sent leads that aren’t qualified. HubSpot marketing automation tools allow you to collect extremely useful visitor information, including their history of actions on your website, which in turn can allow you to send more highly qualified leads through to your sales team when they are ready.

The use of HubSpot marketing automation tools allows you make more efficient use of your resources and gives you the opportunity to see exactly what is and isn’t working in your marketing strategies. You’ll end up saving a lot of time on smaller, more time-consuming tasks, which you can then dedicate to more important aspects of your marketing campaign, such as engaging with and nurturing your leads.

Learn To Use Social Media To Find New Leads

How AI Marketing Effects SEO

For years, artificial intelligence (AI) was mere science fiction — an idea with unlimited possibilities. As technology has advanced, AI has developed to the point where it’s not only implemented throughout our everyday lives, but it’s become so commonplace that it’s beginning to be taken for granted. For example, virtual personal assistants, such as Siri and Alexa, movie recommendation services, and smart cars are all known quantities.

One area in which AI is currently upheaving the status quo is in the online marketing world. The emergence of AI marketing over the past few years is already changing the way businesses market their brands — and for the better.

How AI Has Affected SEO

Traditionally, search engine optimization (SEO) was based on a handful of factors, from keyword use to link building. Google and other search engines would use algorithms to rank content based on these factors. However, the introduction of marketing AI has changed the way Google is able to rank content. AI marketing software allows for the collection of valuable user and website data and analysis in real time. Take for example Google’s RankBrain.

Google introduced its RankBrain AI marketing software a few years back with the aim of more accurately identifying high-quality, relevant content for its search engine users. It has become their third most important ranking factor in their overall algorithm. It works by being able to accurately analyze queries in real time and returning relevant search results even if the exact keyword phrase used in the search doesn’t appear in the content. It does this by scanning website content and identifying related terms and concepts that make it relevant to the query. This means that there no longer needs to be an emphasis on forcing keywords into your content to make sure that Google identifies what your content is.

The use of marketing AI has also ushered in the ability to perform voice searches. Consumers are increasingly using voice search features via their virtual personal assistants, such as Alexa, to find what they are looking for. One of the reasons voice search is possible is because of how advanced AI marketing software is able to determine context without specific keywords. As a result, you will need to focus more on user intent in order to position yourself to be found by voice search. Fortunately, you can use AI software to collect and analyze user data and website data in order to identify what that user intent is.

The Future of AI Marketing

Considering how marketing AI has already changed the SEO landscape over the past few years, it’s not difficult to predict that there’s going to be even more change on the way. The following are a few ways in which marketing AI is likely going to change the way you market your brand in the near future:

No more keywords

RankBrain has already shown that AI is advanced enough to be able to infer meaning from certain words to help supply its queries with relevant content. AI is only going to get smarter in the future, which means soon enough, it will be able to scan content and determine relevance to user queries without having to identify specific keyword phrases or phrases that are similar to those used in queries. This will become even more necessary as voice search becomes more prominent since while users have been trained to perform searches using keywords, they rarely speak naturally using keyword phrases. This means that instead of competing with keywords, you’ll have to focus on just creating good content that is relevant to your audience, thereby placing even greater importance on your audience’s user intent.

Are there ways to increase SEO? With the help of Google Trends, anything’s possible!

Deep user intent

When you look at some of the more popular websites that rank high on Google’s SERP, it’s not uncommon to see sites like IMDB or Wikipedia. One of the reasons for this is not only because they provide high-quality content relevant to a lot of user queries, but they have a lot of supporting content as well that users continue to read, resulting in visitors staying on their sites for a longer time. This means that when identifying user intent, you’re going to have to take a more holistic approach to the buyer’s journey by considering every stage. By creating content based on user intent at every stage of the buyer’s journey, visitors will be more likely to stay on your site and look through more pages. There’s no doubt that in the near future, AI will begin taking into account how websites address the intent of visitors at every stage with its supporting content.

Automated content creation

Keeping in mind how advanced AI is likely going to be able to identify high-quality, relevant content based on the entirety of the content and not just a handful of keywords, it’s not that far of a stretch to predict that AI software will soon be able to create content for businesses as well. Right now, AI-created content reads like it was produced by a robot — but many believe that it will be able to create natural sounding content in the near future.

The use of AI marketing has already begun to improve the quality of search for users around the world. It’s never been easier for people to find what they’re looking for. Although you will need to adapt to the growing impact that AI is having on the inbound marketing world, doing so shouldn’t be difficult. As long as you focus on creating high-quality content for your target audience, you will find it much easier to adapt than those who were solely focused on earning high search rankings.

17 SEO MYTHS YOU SHOULD LEAVE BEHIND

story branding

Stevens & Tate President to Speak at IHCA/INCAL Conference in Indianapolis in August 2018

NEWS
For more information, contact:
Debbie Szwast, 630-627-5200
dszwast@stevens-tate.com

LOMBARD, IL., July 10, 2018 – As long-time educators in senior living marketing, Stevens & Tate Marketing has, for the first time, been selected to present at the annual IHCA/INCAL Convention & Expo. President Dan Gartlan will be presenting his knowledge on story branding to attendees at the Convention, being held July 31 – August 2, 2018 in Indianapolis, IN.

The Indiana Health Care Association (IHCA) advocates providing non-for-profit and properly skilled nurses in facilities where they care for Indiana’s geriatric and developmentally disabled citizens. The purpose of this event is to provide a collaborative environment for professionals in the long-term care and assisted living industry. Gartlan will be adding to the speaker expertise on Thursday, August 2, from 11:00 a.m. – 12:15 p.m., with a session titled “Build a Standout Brand Through the Power of Story.”

Gartlan will speak on the importance of Story Branding and how this tactic can help build a following for any brand regardless of size or structure. His extensive knowledge on the subject is the culmination of many years of working with several clients in the senior care industry. Gartlan comments by saying, “Moving beyond listing features and benefit claims, to truly developing a unique voice that connects with perspective residents on a personal level is critical to telling your brand story, and attracting prospects. Stories that communicate why your organization exists and what you are passionate about will resonate with seniors and attract them to you.”

The Indiana Health Care Association (IHCA) was founded in 1958 and is a founding member of the profession’s national organization, the American Health Care Association. The Indiana Center for Assisted Living (INCAL) is the assisted living unit that works with the IHCA and began in 1998. INCAL’s priority is to provide services for assisted living and educate members on independent living, assisted living, and skilled nursing.

Stevens & Tate Marketing (https://www.stevens-tate.com) is a full service advertising agency offering Internet advertising; award-winning, on-strategy creative; integrated message development; and cost-effective media planning and execution. Stevens & Tate creates focused, targeted solutions for its clients within senior living, healthcare, pharmaceutical, homebuilding, CPG and food, grocery and retail, travel and tourism, and business-to-business industries.

Dan Gartlan, President of Stevens & Tate Marketing (www.stevens-tate.com), counsels businesses on improving their marketing results and speaks on the topic of Attraction Marketing to businesses, groups and associations. He can be reached directly by calling (630) 627-5200 or via email at gartlan@stevens-tate.com.

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SUMMARY: Dan Gartlan of Stevens & Tate Marketing will be presenting at the IHCA/INCAL Convention that is being held in Indianapolis, IN from July 31-August 2 2018.
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What is Attraction Marketing And How Can It Set Your Business Apart

Attraction marketing is the culmination of your marketing efforts to draw customers to you and your brand. As with any marketing strategy, attraction marketing focuses on setting your brand apart from your competitors by making your company attractive to potential buyers. This is accomplished through developing your brand marketing strategy by evaluating your marketing goals, evaluating how your are performing, and adjusting your plan using metrics.

Attraction Marketing Strategy and Story

Attraction marketing is all about making your brand more attractive to your buyer personas as well as attracting them to you through inbound marketing. The two work hand-in-hand and should be a pillar of your marketing efforts, and it all begins with your attraction marketing strategy or strategies as the case may be — there is no one “right” way to market your brand but there are many tried and true ways to do it.

Strategy alone, however, doesn’t necessarily flow through to your customers but your story does and storybranding is how to give your brand an enduring and lasting impression on your clients. Be careful though, as storybranding and storytelling are two different animals.

Get Found and Be Seen

Your brand story sets up the foundation for who you are and what you do and, if done right, will be the thing that your buyers admire as they meander through your sales funnel. Of course, all of that magnificent storybranding will be for naught without a quality website and some killer SEO which is exactly why you need to shore up your website: to be seen.

We’re talking, of course, about your internet presence and how it affects your attraction marketing campaigns. The gateway to your brand story and to your attraction marketing as a whole goes through your website which may very well be your most valuable sales asset. Most importantly, it puts you on a level playing field with your competition through the necessary exposure of the internet.

Getting folks to that site comes down to search engine optimization which spans both organic and pay per click by optimizing your website for greater results. While SEO is an intrinsic tool to have, the quality of the content you provide on your site is what keeps buyers there and hooks them in to your sales process.

Want to learn more about how to create quality content? Read this article on how to create content for each sale funnel stage.

Thought Leadership

Possibly one of the most useful parts of attraction marketing for your business is that you become the thought leader in your industry. Buyers as well as industry leaders will turn to your brand to help solve their problems as you make them more aware of the issues they face.

Thought leadership though is more than simply having quality content and making that content relevant to your target audience. It deals with the entire suite of broadcasting your brand, who you are, and what you know about your industry and the solutions you have available across many different avenues. Social media, trade shows, marketing metrics, and lead nurturing all make up vital pieces of your thought leadership toolset.

More than that, the importance of thought leadership for your brand is to continue to set yourself up on a higher plane than the rest of your competition by delivering what you already know and conveying it in a way that attracts people to you.

Lead Nurturing Throughout the Buyer’s Journey

Once you’ve got a lead whether from a trade show, through your inbound marketing, or through social media, it’s time to nurture them through your sales process and guide them through their own buyer journey.

While there are many ways to nurture leads, keying in on how your specific buyer responds to different stimuli is necessary for landing sales. Tactics including drip emails, lead nurturing campaigns, and remarketing are all tools that should be part of your lead nurturing tool box. Additionally, towards the end of your buyer’s journey, your sales and marketing staffs should be on the same page for sales-ready leads.

Finally, you’ll need a way to evaluate your marketing efforts. Inbound marketing software, analytics, and metrics can certainly help, but having a strong OODA loop within your organization will aid in making decisions. Remember, it all starts with data.

The Nitty Gritty: Why Attraction Marketing?

The question you’re undoubtedly asking is why attraction marketing is useful to your business which is a very valid one. Think of attraction marketing as the magnet that draws customers to your brand at large. The deeper aspects of attraction marketing such as your content, thought leadership, and brand story make your brand something that sticks with them.

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

4 Tips for Marketing Senior Living Communities

Marketing senior living communities can be a real challenge. You’re providing services for seniors; however, there are many people that are involved with the decision-making process, which means that one of the biggest challenges that you face is not only setting yourself apart from other senior living communities but fulfilling the needs of everyone in your audience. This is why how you market senior living communities is so important. Keeping this in mind, the following are a few tips for successfully marketing senior living communities:

1. Know Who Your Audience Is

Identifying your audience will help you target them more effectively when marketing senior living communities. However, this can be a bit tricky when it comes to marketing a senior living facility since there are several types of people you’ll want to target. Like previously mentioned, a lot of different people have a say when it comes to a senior moving into a senior living community, from the senior’s adult children to the medical professionals they work with.

Knowing who your audience is will be vital to your marketing efforts, especially when it comes to creating content. You have to write content for the person who is reading it, after all. If you try to cast too wide of a net by attempting to create content that appeals to everyone, odds are it will end up appealing to no one. To avoid this, you’ll want to create a buyer persona. Creating buyer personas will allow you to more effectively target the needs of your audience when marketing senior living communities.

Buyer personas represent your ideal customers and provide insight that you can use to target them. For example, a standard buyer persona will include a person’s age range, their income levels, their goals, their needs, their challenges, their preferred method of communication, and more. This information can be attained from existing customers, from online surveys and from social media. Because different types of people have a say in the decision-making process, you’ll want to create several buyer personas.

2. Market Your Staffmarketing senior living

While you’ll want to market the services, amenities and activities that your community offers, one of the most important elements of a senior living community is the staff. Families who are looking to move their loved ones into a senior living community will want to make sure that the staff is not only competent but that they will build meaningful relationships with the residents.

Because of this, you’ll want to make sure that you highlight your staff as friendly and caring. Not only should you have a page on your site introducing visitors to your staff, but you should also create content highlighting their interactions with current residents. Video content is a great way to achieve this since it will help showcase their personalities as well as their connection to residents.

Learn More. Read our related article: 5 Digital Marketing Tactics For Senior Living Communities

3. Promote Activity

One of the main things that both seniors and decision makers care about is that residents will be able to live a fulfilling life once they’ve transitioned into a senior living community. Seniors want to maintain as much independence as possible, which means that they want to be able to live an active and social life.

You’ll want to position your senior living community as a place where this is possible by highlighting and promoting different events and activities that your senior residents participate in. This can be done by writing blog posts about some of the daily or weekly activities that are available, posting pictures and videos of residents participating in various activities, or promoting upcoming events using social media.

4. Use Your Website As A Sales Tool

You should treat your website as a sales tool to help promote your community as a service. Publishing high-quality content that’s relevant to your target audience can help bring in traffic and will allow decision-makers (who are your customers) to educate themselves via the content you have provided. These are your leads, and you’ll want to use your website to capture your leads and nurture them through the buyer’s journey.

5. Spread The Word Using Social Media

A social media presence can be incredibly helpful for a number of reasons. First of all, you’ll put your community in a position to directly address concerns and answer questions that decision-makers may have about your community. This can go a long way in building relationships and trust. Secondly, it allows you to keep family members up to date with any news or events concerning your community. This shows your audience that you care about your community and are regularly engaged in improving the quality of life of your residents. Using social media in such a manner can help to build your reputation and spread awareness of your community as a result.

Marketing senior living communities is no easy task, but these tips will give you a good foundation on how to reach your target audience and to position your senior living community as a safe, comfortable and friendly place that will meet the needs of your residents and of those involved in the decision making process.

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