Marketing Trends

What Experiential Marketing Companies Can Gain By Blending Experiential Marketing With Digital Works

Experiential marketing is becoming a popular tactic among companies who realize that audiences connect with brands more successfully if they are able to participate or engage directly with the brand. A great example of experiential marketing is Samsung’s efforts at the 2012 Olympics to introduce consumers to their new Galaxy S3. They set up booths throughout London where they allowed consumers to play with the phone or to have pictures of themselves taken with the phone that were then turned into personalized badges.

While experiential marketing is a very effective tactic in itself, experiential marketing companies should be sure to incorporate digital marketing to help increase the impact that it can have. The following are a few ways that experiential marketing companies can use digital technology to improve their experiential marketing efforts.

Promote Your Events

Using experiential marketing to engage your audience isn’t going to be very effective if you don’t have much of an audience in the first place. You should use digital marketing to promote whatever events you’re holding. For example, if your company is putting up booths in multiple locations during a specific event (such as the Samsung example during the London Olympics), then you’ll want to not only promote when you’re doing it, but the exact locations and times that you will be there.

You can do this by promoting the event on social media where it will get the most exposure. Make it possible to RSVP to the event so that you can track the number of attendants that you’re expecting. You could even promote the event, but not reveal the time and place unless someone RSVPs to create a more exclusive feeling. You can also use your email list to notify people of your event and what they can expect there.

What is Digital Storytelling? Click to learn more.

Create Real-Time Content

Creating content during the event can be helpful for a number of reasons. First of all, it gives audiences who weren’t able to attend a chance to see the effort you’ve put into creating an experience. While they won’t have the full experience of attending, they’ll get a general idea of what it was like and will be able to learn about whatever your event was about. For example, you could live stream parts of the event.

Besides providing more exposure for your event this way, it can also help convince audience members who didn’t attend to show up to your next event (or if your event is being held over multiple days, it could convince people to show up at the next scheduled event).

Encourage User-Generated Content

Use the content that your audience creates at the event to promote it. This can be especially effective for demonstrations of new products. Simply have a hashtag available that everyone can use to tag the content they create, such as pictures or videos recorded on their phones. There are other ways to encourage users to create content as well. For example, one food company had a professional photographer at their event to teach audience members techniques for taking pictures of food. They would then post the pictures they took on Instagram using the official hashtag that the company created.

Experiential marketing is a fantastic way to engage consumers, but you should be sure to leverage digital technology to get the most out of your experiential marketing efforts. These are a number of ways that experiential marketing companies can use digital technology to help increase the overall impact of their experiential marketing efforts.

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Why You Should Consider Using YouTube Videos For Senior Living Marketing

When it comes to choosing what platforms to leverage in order to reach senior living audiences, you may have skipped over YouTube assuming that this particular platform is aimed at younger audiences. However, this is actually not true. You may want to give YouTube another look as it turns out YouTube videos are an excellent way to reach older audiences. The following are just a few of the reasons why you should incorporate YouTube videos into your senior living content marketing strategy:

1. Seniors Use YouTube Frequentlydigital marketing tactics

The idea that YouTube is for younger generations is a misconception that simply isn’t true. In fact, YouTube is the number one video platform of choice for the Baby Boomer generation. According to YouTube’s Trends Dashboard, more than 60 million Baby Boomers over the age of 55 view content on YouTube every month. In fact, four times as many Baby Boomers visit YouTube than people under the age of 18. This means that creating YouTube videos is actually an excellent way to reach your target demographics.

2. Seniors Are Social

By 2013, there were already 39 million people 65 and older that were using Facebook, Twitter, and Skype. At the time, this made them the fastest growing age demographic for these social channels. Considering the fact that there are more senior citizens than ever, incorporating social into your content marketing strategy is a must–and YouTube is a social platform. When you create YouTube videos, you can post them to Facebook, after all. Seniors can then comment, like, and share your YouTube videos, helping to increase brand awareness amongst their social circles, which are likely to be filled with family members as well as friends in the senior citizen age range.

marketing senior living

3. Seniors Prefer Visual Storytelling

The best way to reach senior citizens is through the use of visual storytelling (according to multiple studies on the subject). There’s no more effective way to tell a story in a visual manner than through video. For example, you could use video to tell the story of a resident and their journey to find a home at your senior living facility. By making a resident the main character in your video, you would make your content more relatable to your audience.

4. YouTube Videos Allow Pre-Roll Ads

Pre-roll ads have become quite common on YouTube videos. They are the 5 to 30-second spots that run before the video and that usually can’t be skipped until 5 seconds in. While they can be a real annoyance for a lot of viewers, they can actually be very effective if they are relevant to your video content. This is especially true if you already have video content available on your site.

4 Senior Living Video Marketing Ideas That Will Improve Engagement

You can create effective pre-roll ads by cutting short 15 or 30-second spots out of existing video testimonials or video tours of your senior living facility. This way, when someone watches one of your YouTube videos (especially those that are instructional or informative and not promotional), your pre-roll ads will showcase your senior living facility so that they know who you are.

5. YouTube Videos Can Drive Traffic

YouTube isn’t just a platform to host videos. It can be used to help drive viewers to your website for more information. Curate your YouTube page so that you have a lot of YouTube videos audiences can go through, but make sure that it’s obvious that it’s your senior living facility’s page and include a link from your YouTube channel to your website. You should also add links to your video descriptions and clickable links embedded within the videos themselves towards the end. Doing so can help drive a significant amount of traffic to your website.

YouTube videos can be extremely effective at reaching a senior living audience, which is why you should incorporate YouTube into your content marketing strategy. It’s also worth mentioning that YouTube is owned by Google, which means that properly optimized YouTube videos can help to boost your SEO as well, thereby increasing your page rankings and helping to drive more organic traffic to your YouTube channel as well as your main website.

 

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How To Strike A Perfect Balance When Writing For Search & Writing For Brand

Writing content can be tricky. Implementing the best SEO practices is important in order to help attract organic traffic to your site in order to read your content, but you should also make sure that your SEO efforts don’t detract from the quality of your writing–it needs to be of a high quality in order to engage those visitors, after all. Finding that perfect balance between writing for your brand and writing for SEO is no easy task. The following are a few tips on how to maintain that perfect balance:

1. Do Your Keyword Research

If you do the proper amount of keyword research, then you shouldn’t have to worry about trying to include the keywords you’ve chosen into the content you’ve written. If the keywords you chose were relevant to the content you wrote and vice versa, then odds are those keywords will be naturally used as you are writing your content and you won’t have to worry about going back and adding in keywords in potentially unnatural or repetitive ways that could lower the quality of your content.

2. Using Keywords In Your Headers

You don’t need to add keywords to each header you use. Your headers don’t just tell readers what the following content is going to be about–they also need to help incite reader interest. A lot of the time, adding keywords to your headers can make the header seem bland. Use keywords in your headers when the following paragraph is the meat and potatoes of your content. When it comes to the concluding header, worry more about creating a header that leaves a lasting impact than about finding a way to include your keyword.

Are Keywords Still Required To Increase SEO Rankings? Click here to find out.

3. Know Where To Use Keywords

While you should use your keywords in the body of your content in a natural way, you should also make sure to include it in your title, meta title, meta description, and image alt text. This will make your content more easily identifiable for Google without potentially affecting the quality of your actual content.

Keywords aren’t the only way to write for search. Add relevant backlinks throughout your content. However, if the links don’t add value to the experience of your readers, then don’t add them–you’ll just frustrate your readers and clutter up your content with anchor text.

5. Don’t Overdo It

First of all, keyword stuffing is going to be penalized by Google, which is why you should try to keep your keyword density below two percent. Secondly, you should read through your content to get a feel for how it sounds. If any of your keywords sound out of place, then they’re affecting the quality of what you’ve written. Additionally, if it feels like the keyword is being repeated too often within a short span of space, it’s probably dragging the quality down.

The content you write serves many purposes as far as your inbound marketing strategy goes. It can help increase your search rankings, thereby boosting organic traffic and bringing in more potential leads. It can also help your readers to engage with your brand. However, this requires you to both write with your audience in mind as well as with SEO in mind. These are just a few tips that will help you maintain that perfect balance between writing for your brand and writing for search.

Still want to increase your SEO? Here’s how to do so using Google trends.

17 SEO MYTHS YOU SHOULD LEAVE BEHIND
omnichannel

Understanding Consumer Expectations Around Omnichannel Approach

There are many ways to engage with potential customers these days, from social media to mobile and more. While it’s important that you establish a presence on different channels so that you can reach your target audience, it’s also important that you create a seamless experience. This is known as an omnichannel approach. An omnichannel approach allows customers to engage with a brand no matter what platform they’re on or what device they’re using, whether it’s online or in store.

What Is An Omnichannel Approach?

The idea of the omnichannel approach is that consumers are no longer on a buyer’s journey that is strictly linear. For example, they may begin their journey by searching for a product and reading up on it by checking out your blog. But then they may check out some customer reviews by taking a look at your social media pages. Then, they may sign up to your email newsletter, where you may continue to nurture them. They may read these newsletters on their smartphone even though they had been engaging with your brand on their computer.

Finally, they may choose to go to your physical location in order to make a purchase instead of buying online. This is an example of how a customer can make use of multiple platforms and devices to go through their buyer’s journey.

Types of Advertisement Opportunities For Popular Streaming Services

What Does It Mean To Take An Omnichannel Approach?

You’re no longer in charge of laying out the journey for your buyers. Consumers demand control over their own buyer’s journey, which means that you have to take an omnichannel approach in order to give them this freedom. There are several ways to do this:

  • Have an omnichannel presence – Don’t just focus on one marketing channel. Set up a website with a regularly updated blog. Establish a presence on several social media platforms that you know your target audience uses. Engage in email marketing. Ensure your online efforts are mobile-friendly. Use pay per click advertising. Don’t ignore traditional marketing methods, such as TV or newspaper ads. Make it easy to be found no matter what channel your audience is using.
  • Make sure your branding is consistent – It’s extremely important that your branding is consistent on all channels. This means that you need to have the same message, the same tone, and even the same style. Otherwise, your audience may get confused about who you are and what you represent.
  • Be easy to contact – Present several options for contacting you where ever your audience is. For example, respond to comments left on your social media pages, provide an email address and phone number on your website, allow mobile users to just click on your phone number on your site, submit your NAP (name, address, and phone number) to local online inventories, and more. You might even want to implement a live chat into your website.
  • Meet consumers at every stage of their journey – Make sure that consumers can advance through their buyer’s journey no matter what platform they’re on. This means having content that’s suitable for every stage of the buyer’s journey on all of your channels so that you can meet their needs and nurture them through their current stage in no matter where they are.

Consumers have more options than ever before, which means that they have much higher expectations when it comes to their buying experiences. As a result, you should take an omnichannel approach in order to establish a seamless experience over multiple channels, making it easy for them to engage with your brand no matter where they are on their buyer’s journey.

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

What General Data Protection Regulation Means For You

GDPR (General Data Protection Regulation) is new legislation coming into effect from 25th May 2018 which gives you as an individual more rights and protection over your personal data.

Companies will have to be transparent about what data they hold about you and why, will no longer be able to spam you with unwanted marketing material, nor share your data with third parties without your knowledge. In our opinion this is a hugely positive step forward for the rights of the individual in the context of the current multi-billion dollar data industry and wake of the Facebook/ Cambridge Analytica scandal.

GDPR affects all businesses operating within the EU in terms of how they collect, use, share and store personally identifiable data such as names, addresses, phone numbers and emails. There is a misconception that GDPR only affects B2C businesses. GDPR also affects B2B businesses because client and employee names, emails and job roles can all be used to personally identify individuals.

How Will Businesses Need To Change?

Businesses will need to have new policies, processes, documentation and contracts in place by 25th May 2018. As part of this, your website will need to be GDPR compliant. However, it’s important to note that your website is largely a reflection of your internal policies and processes; you can’t update your website without first looking at your business. So before we jump into how to get your website GDPR compliant, let’s start with reviewing some of the key aspects your business will need to consider in light of GDPR.

Going forward, you must be up front and honest about how you will use personal data e.g. letting individuals know why you’re collecting it and what you will do with it. You must ensure that all data you collect is lawfully processed e.g. if you’re an accounting firm, you can’t collect data about your clients’ political beliefs as it’s simply not relevant. You must also specifically name any third parties with whom you’re sharing personal data, and have new contracts in place with them as data processors.

Additionally, you must always give individuals the option to opt-in rather than opt-out of direct marketing – that means no more pre-ticked boxes saying ‘I want to receive promotions and updates’; and you should check that any individuals currently on your mailing lists have consented to receiving updates from you.

You must have adequate measures to securely store and protect personal data and can only store it for a valid time frame – this means you can’t keep data on your ex-clients years after they’ve ceased being your client. Upon request, you must also be able to give an individual a breakdown of all the data you hold about them and delete it permanently if they so wish.To see how ready your company is for GDPR, complete the governing body ISO’s checklist for getting ready for GDPR.

How To Be Sure Your Website Is General Data Protection Regulation Compliant

A page on your website that states what cookies are used on the site, both yours and from third parties and what data you capture with them and what you do with it. An example of typical compliant cookie policy can be seen here on our website: https://stevens-tate.com/privacy-policy/

You don’t need to have one but you do need to state what cookies are used and what the privacy policy is at the first point of arriving at the website – so a pop up is the most logical and well-established solution. It needs to state that cookies are used on the site and that the user needs to agree to the use of the data as set out in the privacy and cookie policy.

The policy pages state what cookies are used (both yours and third-party ones) and that you have to agree to the terms in order to fully use the site. It is very possible that, as some cookies are purely functional and not data gathering tools, that the site won’t work properly for you. You will, of course, have the right to request to the website owner to disclose what information you hold about the user and it be permanently deleted.

The use of the website must not be limited to those who accept the use of the cookies. The user must be given the option to use the site without the use of cookies and decline the use of cookies for their session. It must be explained to them the cookie notice that if they decline the cookies the site may lose some functionality.

3. Privacy Policy

A privacy policy is a more thorough document that states the website owner’s full statement of what data is captured, when it was captured, what the data is used for, the third party’s details and the process, including the DPO’s (Data Protection Officer) details as well as the process of requesting the user’s details and request that they be permanently deleted.

4. SSL certificate

Secure Sockets Layer certificate – it’s the encryption code process that sits on the hosting space of your website. It the thing that makes the browser bar display a secure notice and sometimes go green and show a padlock symbol. The purpose is to securely encrypt all the details that are entered into any forms or fields on a website. A variety of SSL certificates are available.

5. Pseudonymization or Anonymization

– This one’s harder to resolve.

General Data Protection Regulation

Most websites that have user accounts and store information about its users (like your Amazon account storing your name, address, date of birth etc) store that data in an SQL database. This is a web-based database that the website calls to, queries and delivers your details when you sign in. In most instances, unless it’s online banking, these details will not be stored encrypted and so if the SQL file was accessed the content could be clearly read.

It’s very hard to both store and retrieve data in an encrypted way and is why most sites don’t. However, as part of GDPR, ‘pseudonymization’ means that websites will need to start moving towards the users being identified by a username only and that the rest of the data is encrypted so that there is no possible connection between the user and the stored details. You will need to speak to your website developer and host about planning this change as it will take time, planning and require a budget.

6. Newsletter Signups And Other Forms

If you have the facility for users to sign up on your website to receive a newsletter from you, you need to make sure the user has opted in to receive that subscription and you can ONLY send them what they signed up to receive.

You need to seek consent for each method you plan to email them, indicating how it is to be used and how you can unsubscribe. You cannot automatically assign users to receive information they did not consent to. There must be separate opt-in boxes for each type of subscription/email content you wish to send.

E.g If a user signs up to a service they buy on your website, they will have to check a box to accept the terms of that service. If you offer a monthly marketing newsletter there will need to be a separate check box for them to select. It cannot be a ‘required’ field. You’ll also need to provide another separate check box if you also give the user’s details to another party. 

Read our article: What Are The Benefits Of Using HubSpot Marketing Automation Tools?

General Data Protection Regulation states that it must be just as easy to withdraw as it was to sign up. Make sure you keep your contact preferences page easy to find. In addition, you may consider segmenting topics of interest and providing an opt-out checkbox for each one. Including easily identifiable opt-out links in all marketing emails can also help to remain GDPR compliant.

7. User Account Creation

If your website is an eCommerce one or allows a user to set up an account for access to services behind a login area, you will need to ensure that you have both the SSL installed and also work towards the data being stored using pseudonyms. Recent headline examples (Uber, TalkTalk, Experian) have shown that even major internet giants aren’t doing this so better to talk to your web developer about how you can move towards this process.

8. Payment GatewaysGeneral Data Protection Regulation

If you have an eCommerce website and use one of the popular payment gateways, such as PayPal, Sagepay, Worldpay or Stripe, you need to make sure that (as well as ensuring the processes are followed in line with the above points) the payment gateway privacy policies are checked and referenced in your own privacy policy. If they are UK (or European) based, they will need to be GDPR compliant, if US-based, Privacy Shield compliant. The storage of actual payment details on a website falls under and are regulated by PCI compliance.

9. Enquiry & Contact Form

If your website has an enquiry form for people to send you messages, you need to ensure the following are adhered to:

  • The website has an SSL
  • The details are not stored in the website’s SQL database unless stored encrypted
  • If they are sent to you by email, your email service provider adheres to GDPR rules and that the email is stored and sent according to GDPR secure methods. Many email service providers, like Googlemail and Outlook 365 are updating their terms of service in accordance with GDPR – it’s worth checking their policies to make sure your email provider complies. Email is one of the most common places private data gets abused and lost or misused.
  • Do you print out the email with the enquiry details on? If you do, this is also a data risk. Ensure you have a shredding process in place to make sure that emails with user’s private details aren’t just put in the bin!
  • No pre-checked boxes to automatically sign the enquirer up to a newsletter.

The enquiry is explicit to that instance. You cannot then add the user’s details to your marketing database unless they have explicitly agreed to it using a separate check box.

10. Live Chats

If you have a live chat service on your website, you need to make sure that you refer to this third-party service in your cookie policy and privacy policy and that you review their GDPR/Privacy Shield policy. You may think the data isn’t being stored anywhere, but it is – very often the transcript of the chat is emailed to both parties once completed. The above principles to storage and use apply here, too.

11. Connected Email

While not strictly website-related, all email services and the storage of email from all with whom you are connected, must be stored in accordance with DPA (Data Protection Act) & GDPR guidelines. In short, make sure you store your email data securely, use good anti-virus applications and archive and delete unnecessary email completely. And have a Data Retention policy – a statement by which your organization follows in terms of how you store data and for how long before it is deleted.

12. Social Media Account Connection

Using social media sites for your organization also falls under GDPR. While you do not need to seek permission from each person who ‘likes’ your page or ‘follows’ you, you do need to ensure that any information gathered directly from people with whom you interact on these sites is handled in accordance with the GDPR privacy guidelines. If you’ve had a chat using Facebook Messenger with someone about an enquiry, make sure the chat history is completely deleted when it’s done. Get the person to email you so that you can hold the formal connection outside of a social media channel.

You also need to make sure that your privacy policy refers to these third-party data controllers, especially as people use SSO (Single Sign-on) for logging into sites also using their social media account logins for convenience. You also need to ensure that, if you use the details of your customers or connections on your social media page to promote your business that you have their consent to do so.

General Data Protection Regulation

13. Google Analytics And Other User Tracking Systems

If you run Google Analytics on your site (or any other tracking service) you will need to make sure that it is referred to in the cookie policy and the privacy policy and that you ensure you check the third party’s own privacy policy to ensure they comply. While we know that Google Analytics will be both GDPR and Privacy Shield compliant, other, lesser-known tracking services may not be.

You must enable the anonymization option in Google Analytics to properly conform to GDPR. Google Analytics records user’s IP addresses in visitor reports and this is deemed as ‘identifiable information’. You don’t really need it so turn it off. What’s not fully clear right now is how this will affect geographic reports. We’ll update on this in the coming months.

14. CRM Connection

Related to points 6, 7, 8, 9 & 10. If your website captures user’s data and then writes it into a CRM, such as Salesforce or Pardot, you need to make sure that the data collection process is secure, as previously referred, and that you refer to the third-party service in your privacy policy. Additionally, if your website automatically sends the enquiry directly into the CRM, the date, time, reason for capture and consent details are also captured. As a user, they have the legal right to ask you where you captured their details, when, was it explicit how the data will be used and how the details can be permanently deleted (also known as ‘request to be forgotten’).

The Information Commissioner’s Office (ICO) has actually launched a dedicated advice line to help small organizations prepare for the new data protection laws (GDPR). The service is aimed at people running small businesses or charities and recognizes the particular problems they face getting ready for the new law.

Organizations Need To Make Sure They:

Have a Data Breach Process

The General Data Protection Regulation requires the data controller to have suitable processes defined and in place in case of a data breach. Depending on the severity of the breach, the data controller has a legal obligation to report a data breach (of identifiable or un-pseudonimised data) within 72 hours. Further information on the reporting of a data breach can be found on the Information Commissioner’s Office website.

Appoint a Data Protection Officer (DPO)General Data Protection Regulation

All public authorities and any organization that processes personal data (the data controller) on a significant scale must appoint a Data Protection Officer (DPO) responsible for monitoring internal compliance of the GDPR regulations within the organization. Even if you don’t feel that your organization falls into this category we think that it is a good idea to appoint a DPO for your organization. This person can keep data protection high on the organization’s agenda and ensure that GPDR compliance is achieved and then maintained.

Have a ‘Right to be Forgotten’ Process

An organization must have a Privacy Policy statement on their website. This statement, amongst other things, must include what data is captured about the user, what it is used for, how long it is stored, whether it will be shared with anyone (and detailing who), and the process for a user to request to be provided with a full exposure of what data is held about the user and the process for them to request it is completely removed from the organization’s system – aka ‘the Right to be Forgotten’.

Have Good Default Privacy Settings

If your website captures any sort of user data or details, such as an eCommerce website or one that allows the user to have an account with some sort of profile that identifies them, make sure the website is set to the highest level of privacy for the user by default and that there are settings the user can choose to downgrade their settings if they wish – a bit like your privacy settings in your social media apps. DPOs should be checking that only data that is absolutely essential be captured.

Improve Data Encryption and Work Towards Storing User Profiles As Pseudonyms

Basically, if you’re storing personally identifiable data on your website (user accounts that have their names, email, shipping/billing addresses etc) you need to be working towards getting that data stored so that it is stored encrypted. Peudonymization is also something that should be considered. This basically means that account profiles have usernames or login methods that are not visibly connected to the actual individual – usually this is done by having two databases for the website – one for the pseudonym and that database connects to the actual account details so that the whole profile does exist in one place. This reduces the exposure of PII (personally identifiable information) becoming exposed in the event of a data breach or hack.

The first step is having an SSL (secure sockets layer) certificate on your website that encrypts all the data entered into a website through form fields (like when you set up an account, buy something online or sign up to a newsletter etc. However, the data is most likely not stored encrypted. Most CMS systems, like WordPress, Drupal and Joomla don’t do this and you’ll need to have some customization done to your site to make the data get stored encrypted so that in the event of a breach, the data is useless and cannot show identifiable information to individuals.

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leadingage-nationals-annual-meeting-2018

Nicole Wagner to Speak at LeadingAge Nationals October 31

Nicole Wagner will be representing Stevens & Tate at LeadingAge Nationals in Philadelphia this coming October. The session is titled “Combining Social Media and Content Marketing To Drive Engagement Online.” In this presentation, one will learn how this combined strategy can build an online presence that attracts prospects to your brand, communities, and services, and how the trust built online can help convert those prospects into leads.

When: Monday, October 31

Where: Philadelphia, PN

Learn More.

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Email Opening Lines That Actually Work

When it comes to email marketing, everyone knows how important the subject line is. It’s what gets the recipient to open your email in the first place, after all. If your subject line fails, your email may go unread. However, you’re not free and in the clear yet once you’ve managed to get your recipients to open your emails — you still have to get them to read through your content. This means that your email opening lines are extremely important. If your email opening lines fail to capture the attention of your B2B prospects, they’re likely to forgo reading the rest of the email. The following are a few tips for creating effective email opening lines:

Bring Up A Recent Event

Use your opening line to bring up a recent event relevant to their business. For example, a recent product launch or an interview in a magazine with their CEO. Doing so shows your prospect that you have done your research about their company. This will give them some confidence that you might actually have something of value to offer.

Establish An Immediate Connection

If you have a connection to the prospect, use it to get their attention in your opening line. For example, “(someone) recommended that I reach out to you,” or “We recently met at (recent event).” They will immediately have more of an emotional connection, which means that they will be more willing to read on about what you have to say.

Flatter The Prospect

While you don’t want to seem disingenuous in your flattery, it helps if you start out the email by telling them something about them or their business that you like, whether it’s about a new service that they offer, something positive in the news concerning them, or even a post that they made on social media. For example, “I thought the video you recently posted on YouTube was great,” or “I’ve been very impressed with the new (product) that you just released.” It shows that you’re not just cold calling (or cold emailing) potential prospects but that you’re actually familiar with them.

Learn How to Use Targeted CTAs to Increase Lead Conversion

Begin With a Question

Asking a question is a great way to pique their curiosity right away because they’ll be thinking about the topic you’ve brought up, which means that they will be immediately engaged. Of course, the rest of the email will have to follow in the line of that question. For example, “Are you having a problem with (something)?” or “Have you heard about the recent news about (something)?” You will then have to follow up with how you can provide a potential solution to the problem or how the recent news is relevant to them and how you can be of help as a result.

Get To The Point

You can also just get to the point immediately by positioning yourself as a business that can help their company. For example, “Our product helps businesses like yours to achieve (this goal).” Getting to the point right away by addressing their pain point and how you can solve it is a good way to get their attention for at least the remainder of the email.

A strong email opening line will help generate interest in what your email has to say. Use these tips to create effective email opening lines that will increase the chance that your emails will be read in full, thereby making it easier to nurture your leads.

email marketing program

Senior Living Advertising Ideas That Avoid Stereotyping

One of the main reasons why marketing a senior living community is so challenging is because it’s easy to fall into the trap of advertising to seniors in a stereotypical way. In fact, a recent survey of 400 seniors aged 70 or over revealed that 60 percent of respondents felt that most advertisements used stereotypes to represent seniors. Keeping that in mind, the following are a few advertising ideas to help you avoid senior living stereotypes:

Don’t Be Pushy Or Preachy

A lot of ads that target seniors tend to be on the condescending side. You’ll want to try and position yourself as an authority on the subject, but you won’t want to do so in a way that you’re telling your audience you know better than they do. This will come off as pushy or preachy, which is a tone you should avoid. Be factual and informative in an honest and respectful manner.

Focus On The Individual, Not The Demographic

One of the biggest offenses in senior stereotyping is to use actors that fit the general demographic of your audience and have them do something mundane, like smiling while they drink a glass of wine and stare out into the distance. How is your audience supposed to relate to an image like this? On the other hand, you also don’t want to depict a senior struggling to live on their own, such as someone being helped into bed because they are too feeble to function by themselves.

Instead of trying to represent an entire demographic by the extreme ends of the spectrum, focus on the individual. What does your target audience actually want and need out of a senior living community? Highlight purposeful activities, such as actively participating in the world and continuing to pursue their passions.

Check out this article for tips on how to market senior living communities

Show Don’t Tell

Having someone speaking to the audience about the benefits of moving into your living community is a tired trope. It’s something that most seniors expect from a pamphlet. Showing is much more effective than telling. A great example of a senior living community that did this focused on showing the day-to-day lives of its residents as they dined, exercised, played pool, painted, and more — all without any dialogue whatsoever. Like they always say, an image is worth a thousand words.

Entertain Your Audience

It seems like many advertisers forget that seniors still like to be entertained and that they have a great sense of humor. You don’t need to be deadly serious when marketing towards seniors. Try to entertain them and appeal to their sense of humor — you’ll find that they’ll be much more engaged as a result.

Many senior living communities fail to market to a senior audience effectively because they fall into the trap of using advertising ideas that rely on senior stereotypes. Seniors recognize these stereotypes and do not appreciate them, which means that you will have difficulty generating interest in your community. Use these advertising ideas to help avoid stereotyping seniors in your marketing efforts.

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Dan Gartlan and Nicole Wagner Will Speak at AHCA/NCAL Conference October 8th

Dan Gartlan and Nicole Wagner will be presenting together at this year’s AHCA/NCAL Conference in San Diego, CA. The presentation is titled “Combining Actionable Strategies with Marketing Automation to Shorten the Sales Cycle and Improve Results.”  The two will discuss strategies and tactics to attract prospects and stay in touch with them during a longer sales cycle. They will explore how marketing strategies, both traditional and online, need to change in the coming year and how to more easily manage marketing activities.

When: Monday, October 8th

Where: San Diego, CA

Learn More.