Senior Living Social Media Marketing

Tips On Using Facebook For Senior Living Social Media Marketing

Senior living social media marketing, is one of the most effective ways to spread awareness about your senior living community. In doing so, you provide your audience with insight into your facility. This is because decision-makers will often look through social media pages; to not only find the information they’re looking for, but also to get a sense of what other people think about your facility as well as how you engage with decision-makers. As for what social channels you should focus on, Facebook is arguably the best way to reach your audience. This is because Facebook not only has over two billion users, but because 75 percent of American adults between the ages of 18 and 49 use Facebook, which means you’re more likely to reach the family members who are in charge of finding a senior living facility for their loved ones.

Keeping this in mind, the following are a few senior living social media marketing tips to help strengthen your efforts to reach your audience and to engage with them via Facebook:

1. Showcase Your Personality

Besides delivering information about your community, you’ll also want to showcase the personality of your community. This is done through the tone you use and the type of content you post. Showcasing your personality is important because it makes your community more engaging for potential prospects.

2. Use Real Pictures Of Your Property And Your Residents

People tend to be attracted to visual content. Pictures of your community can convey much more about what it’s like to live there than words can. Facebook is a great place to share pictures of your property and residents that will have a real impact on your audience. Additionally, people will be more likely to share visual content, thereby helping to drive awareness of your community. Just make sure to use actual pictures of your property and residents and not stock pictures. As this will feel inauthentic and will hurt your trust.

3. Give Your Residents A Voice

Instead of constantly trying to convey the message that residents are happy and active in your community, let your residents deliver the message themselves. Post testimonials from actual residents in your community. Even something as simple as a quote from a resident and their picture can impact a person’s impression of your organization. Your audience is much more likely to believe what actual residents have to say about your community over what you have to say about it, after all.

4. Promote Events And Activitiessenior living social media marketing 2

Keep your followers up to date with all community-related events and activities. Posting updates that include the dates and times help keep your audience informed about what’s going on in your community. It also gives decision-makers the opportunity to see what kinds of events and activities you typically hold.

5. Be Helpful To Your Audience

Facebook is a social channel, which means it’s not just about delivering information to your audience. It’s also about engaging with them in a two-way conversation. As such, make sure to address any questions, concerns, or feedback that’s left on your page; in a polite, friendly, and helpful manner. The more helpful you are, the better it will reflect on your senior living community.

6. Post Content That Is Informative And Relevant

Facebook is a great way to nurture leads through the buyer’s journey by posting links to content. This content can be from your blog or even from other relevant blogs on other high-quality, non-competing websites. Since the buyer’s journey isn’t linear, make sure that you post content that addresses all three stages of the buyer’s journey:

  • Awareness – At the awareness stage, people are still identifying what their pain points are. Content that addresses common challenges to finding the right senior living community (such as budget, help with activities of daily living, location, staying active, and more) help address the awareness stage.
  • Consideration – Once they are familiar with their pain points, they will begin looking for specific solutions. Post content that highlights potential solutions to those challenges and how your community is able to provide such solutions.
  • Decision – At this point, people will know exactly what they’re looking for and will be deciding on the community that best suits their loved one’s needs. Content that helps convince your prospects that your community is the best option can include testimonials, virtual tours, ebooks, and more.

Similar Article: 4 Tips for Marketing Senior Living Communities

7. Use Relevant Hashtags

When posting content or comments to Facebook, adding relevant hashtags helps to categorize what you’ve posted. Doing so can make it easier for interested people to find your content more easily. In doing so, helping to drive awareness of your community on various social media platforms. This includes not just Facebook but also Twitter, Instagram, Google Plus, and Pinterest.

8. Listen To Social Conversations About Your Brand

There are plenty of social media tools available that allow you to track mentions of your community. This allows you to get an overall idea of what people think about you since you can monitor reviews on Facebook as well as general comments about your community. Not only can you get a sense of your reputation this way and find areas that need to be addressed (in the event that there are similar complaints about specific things), but it gives you a chance to find opportunities to engage with the people who are talking about your brand.

9. Drive Conversions Using CTAs

Although your audience can do its own research using the content you post on Facebook, they still need to be encouraged to take action. Use CTAs (calls-to-action) to encourage potential prospects to take specific actions, such as opting in to your email newsletter or calling your community to set up an appointment.

Facebook can be an incredibly effective way to inform your audience about your senior living community and to drive conversions if you know how to leverage it properly. These are nine senior living social media marketing tips that will help you do just that.

17 SEO Myths
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Figuring Out Your Bounce Rate Benchmark

When it comes to your website, it’s important to monitor how it’s performing. Tracking performance allows you to adjust different tactics. Thereby ensuring that you have the best chance of attracting high-quality leads and converting them while they’re exploring your site. One metric that you should be sure to monitor is the bounce rate. However, the bounce rate benchmark isn’t as easy to read as you might think.

What Is The Bounce Rate?

A “bounce” occurs whenever someone who has visited your webpage leaves the page without engaging further. This is generally seen as a bad thing since visitors who leave without engaging may not be interested in your content, may have a poor first impression of your website, or did no0t find what they were looking for. A bounce can be triggered when a visitor returns to their original search results, closes their browser, stays inactive on your page and the session times out, clicks on an outbound link, or enters a new URL into the address bar.

While a high bounce rate might indicate that there’s something wrong with your page (for example, it’s not loading fast enough, resulting in visitors returning to their search results in frustration), it’s not always a bad thing. In some cases, certain pages simply have naturally high bounce rates. For example, contact pages often have high bounce rates. This is not because the visitor is leaving as a result of a negative experience — instead, they may simply be using the contact information they’ve found to reach you. With that in mind, you’ll want to set a different bounce rate benchmark for different types of pages.

Setting Your Bounce Rate Benchmarkbounce rate benchmark2

Setting a bounce rate benchmark is important. When you monitor your bounce rate of certain pages, you’ll want to be able to identify if the bounce rate is too high or not. A bounce rate under 40 percent is considered normal, while a bounce rate between 20 and 30 percent is excellent. However, there are other factors to consider as well. Sometimes a 50 percent bounce rate isn’t necessarily a bad thing. With that in mind, the following are some of the factors you’ll need to consider when setting your bounce rate benchmark for different pages on your site.

Similar Article: Improving User Experience With Good Website Navigation Design

The type of page

As previously mentioned, some pages are going to have higher bounce rates than other pages because of the type of page that they are. Content-based pages, such as blog pages, tend to have higher bounce rates. A visitor might spend some time reading a long-form blog post and then leave after finishing. Unfortunately, this can trigger a bounce if all they did was read the post. But this isn’t necessarily a negative thing — if they stayed on the page and finished reading the entire post, then there’s always a chance they’ll come back to your site in the future.

Additionally, content pages are often visited via links posted on social media. This means that someone who came to your site, via a link to your blog that you posted on Facebook may go back to your Facebook page after they’re done. Just because they didn’t engage further on your website, doesn’t mean that they’re not engaging on your social pages afterwards. In addition to content-based pages, reference pages tend to have high bounce rates as well. For example, FAQ pages, form submission pages, and sales confirmation pages.

The device used

The device the user is on affects the bounce rate as well. People using a desktop are more likely to engage with a webpage that they are visiting because they have more time. Mobile users tend to be in more of a hurry and are more likely to bounce as a result.

The origin of the traffic

Knowing what channels your traffic is coming from is helpful since the origin of the traffic can affect the bounce rate. Visitors coming to your site from social media pages tend to go back to the social channel they came from. It’s why social media bounce rates are usually two to three times higher than bounce rates from other channels. The highest bounce rates come from display ad traffic. As far as the lowest bounce rates go, they tend to come from referral and email traffic. This is because visitors coming to your site from a referral or email link, are more likely to have an existing interest in your brand and are more likely to continue engaging on your site.

Although bounce rates are an excellent metric to track in order to monitor your website’s performance, it’s important to understand the factors that contribute to your bounce rate. Understanding why the bounce rate is what it is will make it easier to judge the performance of your pages.

Integrating Social Media & SEO Efforts For Enhanced Search Engine Results
Internet Marketing 1

Evaluating Your Internet Marketing Strategy

It’s not only the beginning of a new year, it’s the beginning of a new decade. So what better time to update your internet marketing strategy than now? If it’s been a while since you’ve evaluated your marketing strategy, then it’s time to do so. Even if your marketing efforts have been effective, there’s no reason why they can’t be improved on. The following are five ways that you can update your internet marketing strategy in 2020:

1. Update Your Web Design

Your website design will always be one of the most important aspects of your internet marketing strategy. It’s the foundation from which all of your marketing efforts depend on, after all. If visitors come to your website and it’s difficult to navigate or not aesthetically pleasing, it will leave a poor first impression of your company. Consider the last time that you updated your web design. If it’s been longer than a year, then you may want to consider re-evaluating your website in the event that it could use an update.

Pay attention to how easy it is to navigate. You should make sure that there are clearly marked links to the most important pages of your site on your homepage. Add a search feature to make it easier for visitors to find what they are looking for. Check to see if all of your links are working. Make sure every page loads quickly. These are all important to a successful web design. You should look at competing websites as well to get an idea of what’s working and what isn’t. When it comes to the aesthetic of your site, remember that what may have been popular a few years ago may be significantly outdated tomorrow. These days, clean, elegant, and minimal web designs are preferred.

2. Expand Your Content Strategy

A successful content strategy is one that produces a variety of different types of content. You may be running a successful blog on which you post new articles several times a week, but there are other content creation tactics that you should consider employing in order to improve results. For example, writing guest blogs for companies within your industry that you’re not competing with directly can help to build your audience as well as increase brand authority. If you’re not creating video content yet, then you should begin doing so. Video content is more easily consumed by people, especially those on mobile devices, making it an important component of any modern content marketing strategy.

Learn More: 5 Ways to Update Your Internet Market Strategy in 2020

3. Improve The Effectiveness Of Your Email Marketing StrategyInternet Marketing 2

Because of how old email marketing is, some people may think that it’s an outdated strategy in itself. This is a mistake — email marketing can still be very effective if you do it right. You just need to make sure that your email content can’t be mistaken for spam. The best way to ensure that your email marketing efforts are effective is to use the data you have on your subscribers to segment your email list. This will allow you to send out more relevant content, thereby allowing you to nurture both leads and customers more effectively. You should also begin performing A/B tests on your emails. This will help you pinpoint certain elements (for example, the types of CTAs or titles that you’re using) that result in the best open and conversion rates.

4. Find More Ways To Improve Your Conversion Rate

Be sure to monitor your conversion rates over time. You can identify ways to improve your conversion rate as well by testing different elements. For example, use conversion rate optimization to test images, webpage layouts, CTA buttons, and more to identify what visitors prefer. For example, you might find that a blue CTA button converts more visitors than a red CTA button despite the page layout and content being the same.

5. Continue Leveraging Social Media

Social media is an incredibly cost-effective way to engage directly with your audience. As such, it’s the perfect tool for building relationships, promoting content, and even managing PR. If you’re only using social media to promote content, consider leveraging social media to engage your audience in other ways. For example, begin contributing to discussions that your followers are having. Hold contests on social media to encourage followers to engage with each other. Use social media to collect valuable feedback from your customers. You may also want to re-evaluate your social media strategy to determine if your audience is using any other channels other than the ones you’re on. You want to have a presence wherever your audience is, after all.

As effective as your internet marketing strategy may currently be, you should always be on the lookout for ways that you can improve it. These are five areas that you should focus on when evaluating and improving your internet marketing strategy for the new year.

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direct vs indirect marketing 1

Direct vs Indirect Marketing

You may not realize it, but all marketing efforts can be categorized in one of two ways — direct marketing or indirect marketing. On the surface, direct vs. indirect marketing is relatively easy to understand. Direct marketing involves engaging with leads or customers directly. For example, sending a customer an email that contains a promotional offer. Indirect marketing is a strategy in which you put yourself in a position to be found by leads. Consequently, allowing them to engage with you instead of just directly engaging them. For example, writing a post on your website’s blog. Which leads can find through external links or through a search engine, is a form of indirect marketing.

Both direct marketing and indirect marketing can be effective strategies. However, to make sure that you implement them effectively, it’s important that you not only understand what the advantages of using each are, but also what the potential disadvantages are of direct vs indirect marketing.

Direct Marketingdirect vs indirect marketing 2

Direct marketing includes a number of traditional marketing strategies that everyone is familiar with. For example TV commercials are a form of direct marketing. So are billboards, magazine ads, radio ads, and telemarketing. That’s not to say that digital marketing can’t be direct. For example, email marketing and PPC advertising are also forms of direct marketing. You’re essentially trying to find and address a specific audience — and you’re trying to get them to take action right away. The following are some of the advantages to such a strategy:

Advantages

  • You can identify specific audience segments, thereby allowing you to connect with people who are likely interested in your product or service already. For example, if you run a TV commercial, you can choose a time slot on a channel that you know your audience is watching.
  • If you know the audience you’re addressing, then you can personalize your messages, thereby allowing you to nurture leads and build stronger relationships. For example, using the data you have to segment your email list allows you to send more relevant content to your recipients.
  • The data you collect from your direct marketing efforts is more measurable. For example, you can track your email response rate to determine how effective your direct marketing strategy is and to make adjustments accordingly.

While there are plenty of advantages to implementing certain direct marketing techniques, there are some potential drawbacks as well. These can include the following:

Disadvantages

  • If you’re too overzealous, your direct marketing efforts may cross privacy boundaries and may even come off as spam, which will hurt your brand reputation.
  • You have to have an understanding of who your audience is and where you can find them. Otherwise, you may be advertising to people who aren’t interested in your brand, which is a waste of time and money.
  • Your overall reach won’t be as widespread since direct marketing requires you to focus in on a specific audience to be effective.

Learn More: 5 Ways To Improve Your Relationship Marketing Strategy

Indirect Marketing

Indirect marketing is essentially marketing in which you’re not trying to sell a specific product or service. For example, content creation in the form of a blog of email newsletter are forms of indirect marketing. A lot of social media marketing is indirect as well. For example, if you’re simply engaging in discussions or posting links to informative articles. The idea behind indirect marketing is that you’re nurturing relationships, building brand authority, and generating brand awareness. The following are some of the advantages of indirect marketing:

Advantages

  • You provide value to your customers without coming off as self-serving, which helps to build your brand reputation and increase brand trust.
  • Indirect marketing is typically much less expensive than direct marketing.
  • Indirect marketing is a long-term strategy, which means that your efforts will continue to have an impact throughout the future. For example, you might write a blog post that someone reads years later.

As beneficial as indirect marketing is, there are a couple of disadvantages when compared to direct marketing. These disadvantages include the following:

Disadvantages

  • Tracking performance is more difficult. This is because you’re not honing in on specific customers — you’re casting a wider net.
  • Indirect marketing efforts may not have instant impact — it may take some time before they begin drawing in new customers. As such, it can be frustrating not to see an immediate impact on sales.
  • Because it’s a long-term strategy, indirect marketing requires constant attention. Whereas direct marketing tactics can work on their own, indirect marketing functions as a whole. This means that you need to be constantly working at it. There’s basically no end in sight.

As you can see, when it comes to direct vs indirect marketing, both have their share of advantages and disadvantages. Instead of choosing one over the other, the best course of action is to use a combination of both. This will allow you to see both short-term and long-term results, especially if you’re careful when it comes to avoiding the potential drawbacks that both strategies can present when used improperly.

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Stevens & Tate Listed by DesignRush among the Top Digital Advertising Agencies

Stevens & Tate Listed among the Top Digital Advertising Agencies By DesignRush

We’re pleased to announce that DesignRush has listed Stevens & Tate Marketing as one of the Top Digital Advertising Agencies of 2020! Helping clients promote their products is a top priority of our agency. As a result, we dedicate much of our time to get the word out. Above all else, we allow clients to advertise with clarity and focus.

Our Advertising Services

At Stevens & Tate, we’re determined to see clients promote their content in new and exciting ways. For example, video content, promotions through text, and other advertising tips are designed to help get the message seen. In doing so, we hope to leave an influence on any potential viewers. It is this commitment to high quality advertisement, that’s received Stevens & Tate recognition from Design Rush. Similarly, we have an article discussing why digital advertising can be beneficial.

Similar Article: Stevens & Tate Listed as a Top Branding Agency by Design Rush

digital advertising 2The Top Digital Advertising Agencies

Design Rush is a B2B marketplace, known for helping brands. In doing so, they connect with full-service ad agencies, web design companies, and other leading technology companies. They look for the companies that best use connections, creativity, and influence to help others make themselves known. Due to this, their lists include local and global agencies. Which the variety they had to choose from. What’s more, is that this is not the first time DesignRush has recognized Stevens & Tate. They’ve included us before as a top integrated marketing company of 2019.

Commitment to Success

We cannot thank our clients enough for the support they show our company. Their commitment allows us to have pride in our work. Providing motivation to always do our best.

To view the full list of the top digital advertising agencies of 2020, you can visit the Design Rush website. There you can see our profile, and find out more on why we excel at digital advertisement. In conclusion, Stevens&Tate Marketing, couldn’t be happier to receive this merit. As we enter 2020, we promise to keep up the expectation. All the while, striving toward success.

Other Achievements

Stevens & Tate, is a lead in the following: Top Video Marketing Companies, Best SEO Marketing Companies, Top PPC Agencies, Top B2B Digital Marketing Agencies, Financial Services Digital Marketing Agencies, Top Healthcare Digital Marketing Companies, and Top Chicago Digital Marketing Companies.

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business
Marketing Podcast 2

10 Best Digital Marketing Podcasts in 2020

Marketing strategies constantly change and evolve every year. Therefore, it’s important that you stay up to date on all of the best digital marketing podcasts, and latest marketing trends. Doing so can give you good ideas on how to improve your marketing strategy. So that it doesn’t grow stale. While keeping up with the latest marketing trends may seem like a challenge, it can be easier if you know where to look — or listen. Podcasts are becoming an incredible resource for all kinds of information, especially when it comes to online marketing. The following are ten of the best digital marketing podcasts that you should be sure to check out: 

1. Duct Tape Marketing

Duct Tape Marketing is a podcast that has been around for the better part of a decade. The podcast covers a number of digital marketing topics. From organic SEO to word-of-mouth marketing and more. Likewise, host John Jantsch, brings well-known guests onto his podcast. Including the likes of John Lee Dumas and Neil Patel. As a result, these conversations contain helpful advice for interested listeners. Moreover, Duct Tape Marketing is particularly useful for beginner and medium level marketers.  

2. Marketing School 

The Marketing School podcast is unique in that it’s a daily podcast that’s only ten minutes long. Easy to consume and a great way of obtaining helpful advice. Considering that the hosts are well known for their marketing acumen (it’s hosted by Neil Patel and Eric Siu), Marketing School is well worth tuning into eveBest Digital Marketing Podcast 1ry day. 

3. The #AskGaryVee Show 

Gary Vee is a New York Times bestselling author, motivational speaker, and entrepreneur who gained popularity with his YouTube series. Consequently, his podcast, the #AskGaryVee Show, is a spin-off of that series. Going over lots of marketing tips as well as diving into emerging marketing trends. Gary Vee also answers questions that his listeners submit. As a result of using the #AskGaryVee hashtag on every podcast. 

4. Marketing Scoop by SEMrush 

SEMrush is known for their knowledge of digital marketing. As a result, they launched their Marketing Scoop podcast to help share this knowledge in an easy-to-digest way. The first season focuses mostly on SEO and PPC. Their second season covers news, trends, and discussions with industry leaders. All of which focusing on content marketing, SEO, and more. Some of the guests in the past have included Jim Banks, Barry Schwartz, and Larry Kim. 

5. Everyone Hates Marketers 

Everyone Hates Marketers was launched by Louis Grenier, the Content Lead at Hotjar, back in 2017. His goal was creating a podcast, that would help inform listeners on how to market the right way. Similarly, encouraging them to avoid manipulative tactics. Which included, interviewing successful marketers who avoid using “buzzwords” and focus on telling the truth.  

Similar Article: Types of Digital Marketing Strategies Your Business Should Use

6. The Mad Marketing Podcast 

The Mad Marketing podcast is hosted by Marcus Sheridan, one of the partners of HubSpot, and the founder of River Pools and Spas. The podcast focuses mostly on SEO and content marketing and is a great resource on those topics. It’s an easy listen as Sheridan is a entertaining host. Incorporating personal stories from his career into his podcasts. 

7. Marketing Over Coffee 

Marketing Over Coffee, hosted by Christopher S. Penn and John Wall, focuses on the latest digital marketing tactics and techniques. As a result, this weekly podcast is an excellent way to stay up to date. Conversations ranging from social media marketing and email marketing to copywriting and SEO marketing.  

8. Seeking Wisdom  

Seeking Wisdom is a podcast created by Drift. Featuring conversations, between David Cancel, the CEO of Drift, and Dave Gerhardt, the host. Each podcast spending about 20 minutes on a conversation between the two men over coffee. Leadership principles and the process of building Drift, are among some of the discussed topics of the podcast.  

9. Growth Marketing Toolbox 

The Growth Marketing Toolbox is a podcast hosted by Nicholas Scalice from Earnworthy.  Focusing on exploring the newest marketing tools and technology being used within the marketing industry. Similarly, Scalice himself is an expert in landing page design, conversion optimization, and A/B testing. In short, this a podcast is worth listening to.

10. The Marketing Companion 

The Marketing Companion is hosted by Mark Schaefer and Tom Webster, combining over 50 years of shared marketing experience and expertise. It’s an on-demand podcast that is incredibly entertaining. Having seven years worth of podcasts currently available, there’ll be plenty to listen to. 

In conclusion, these are some of the best digital marketing podcasts available. Retaining insightful and invaluable information when it comes to finding ways to improve your own marketing strategy. 

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Cornerstone Content 2

Cornerstone Content & Why You Need It

As you likely know at this point, the success of your inbound marketing strategy depends significantly on your content strategy. Your content strategy, however, probably consists of several different facets. As you plan your content, it’s important to understand that not all content provides the same value to your strategy. Some content is much more valuable to your marketing strategy than other types of content. The most important of this content is known as cornerstone content. It’s useful to understand what cornerstone content is and that you implement it on your website.

Cornerstone ContentWhat is Cornerstone Content?

Cornerstone content is the best and most important content found on your website. Out of all the content you create, this is the content that you want to rank highest in search engines. It provides new visitors with an overview on important topics that are relevant to your business. For example, cornerstone content for a roofing contractor might include an article, about the different types of materials that can be used in a roof installation. Or how to tell when your roof needs to be replaced. It can also include an in-depth breakdown of services offered by your company and when they might be needed.

As such, cornerstone content can take the form of a blog post or a webpage. Cornerstone content is generally found at the top of your funnel. Since it provides visitors with a thorough introduction to a topic, it doesn’t need to be gated.

The Benefits

The following are some of the benefits of creating and implementing cornerstone content onto your website:

  • Increase your brand awareness – Your content is more likely to be found by new visitors, who are looking to educate themselves about certain topics. Because your content provides visitors with an introduction to certain information, it should help to drive awareness of your brand as a result.
  • Create a positive first impression on visitors – People who first arrive at your site are more likely to do so via your cornerstone content. If the information is helpful and insightful, then you will leave a good first impression. This will encourage them to continue exploring your site and to read other content.
  • Earn natural links – Cornerstone content is more likely to earn links from other respectable sources. As a result of being a good source of information for people who are new to the topic. As such, cornerstone content is more likely to earn traffic as a result of external links.
  • Drive relevant web traffic – Create what is relevant to your brand, then the people who search for the topics you’ve focused on are more likely to be part of your target audience.
  • Build brand authority and trust – If what you create is of high quality, it will help to build brand authority, making it easier to earn trust from new visitors.
  • Repurpose into other types of content – Because cornerstone content is a long-form introduction or overview of a topic, you can repurpose it into other types of content, such as smaller blog posts.

How to Create What You Need

As important as cornerstone content is, creating it is a simple process. The following are some of the basic steps you can take in order to create what’s needed for your website:

  • Identify main keywords – Do keyword research to determine what the main keywords you want your website to rank for. Use these keywords to form the topic ideas for your content.
  • Write long-form content – Cornerstone content should be more in-depth pieces of content that provides readers with highly-informative material. Content that is impressive in both quality and scope is more likely to be linked to. Make sure that when you begin crafting that it’s well-developed and comprehensive.
  • Connect related content – Link your cornerstone content to other pages and other content on your website that’s relevant. Keeping it interconnected will help boost your SEO as well as make it easier to keep visitors on your website.
  • Optimize – Make sure you also use proper keywords in your headers, meta tags, titles, and URLs.
  • Make your content accessible – It should be easy to find your cornerstone content. Even if new visitors don’t find it via a search, they should be able to find it when on your website. It’s why you should link to it from your homepage.

When it comes to your content strategy, the importance of having this information on your website is essential. It is the foundation that will help to drive the success of your content marketing strategy in general.

market research strategies

7 Market Research Strategies You Should Implement

When it comes to market research strategies, the more you know about your target audience, the more effective they will be. The biggest mistake you can make is assuming you know who your audience is and that you understand what their needs are without doing the proper market research. Not only could you be mistaken, but audiences evolve over time. This means that even if you do have a firm grasp of who your audience is at the moment, this can change in the future. It’s why you need to continuously do market research so that you can keep up with who your audience is. With that in mind, the following are seven market research strategies that you should use to better understand your audience and what their needs are:

1. Send Out Customer Surveys

One of the easiest ways to collect information about your target audience is to send out surveys to your customers. Basic NPS surveys can give you a good idea of what they think about your products and services and give you more detail about what they liked and didn’t like. This will give you a better understanding of whether you’re meeting the needs of your audience or not.

Of course, NPS surveys aren’t the only type of surveys you can use. They are certainly helpful and easy to complete, but you might want to consider sending out surveys through the mail, asking website visitors to do more in-depth surveys on your website, or even performing telephone surveys.

2. Perform Customer Interviews

Contact customers and request personal interviews. These can be in person or over the phone. When performing a personal interview, make sure that your questions are unstructured and open-ended questions. When you first contact a customer, do so with the intention of scheduling an interview in the future and not performing one on the spot as they are more unlikely to do this. Incentivizing a customer to take the time to do an interview may be a good idea as well, just make sure that by doing so, you’re not affecting how they answer your questions.

3. Hold A Focus Group

A focus group can be an excellent way to find out what customers think about your brand. During a focus group, a moderator will ask a series of scripted questions to a group of customers at a neutral location. The conversations that take place are videotaped so that you can review them and learn about what your customers think.

4. Observe Your Customers

It’s worth noting that customers may give answers in focus groups, interviews, and surveys that conflict with their actual behavior. It’s why you should consider observing customers in action. You can do this by recording customers in your store to see how they behave. Also, try inviting customers to try out products or services and record them (with their permission of course) so that you can see how they interact with your product in person.

Similar Article: Simple Ways that Small Businesses Can Use Data to Build Better Customer Relationships

5. Monitor Your Competition

You can learn a lot about your audience by reviewing what your direct competitors are doing. Routinely check out the content they’re posting on their website, their press kits, their advertisements, and their social media activity. Doing so can provide you insight into how they are positioning themselves and what kind of audience they are targeting and engaging with. This should also provide you with some useful information in the form of what their weaknesses and strengths are that you can apply to your own marketing efforts.

6. Monitor Discussions About Your Brand

Customers will often talk about your brand without you even realizing it. You can use a variety of tools to track mentions across social media channels. This allows you to identify when people are talking about your brand and what they’re saying about it. You could even join in on conversations to ask people follow-up questions to their comments.

7. Join A Trade Association

Joining a trade association can be quite useful. It provides you with access to information about your industry, making it easy to keep up with the latest trends and market shifts. Not to mention that you’ll have access to networking events and conferences. There, you can glean all kinds of information about both your industry and your audience.

By better understanding your audience, you will be able to keep up with their needs and improve your products and services to meet those needs. Use these seven market research strategies to stay up to date with who your audience is and how their needs are evolving.

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relationship marketing strategy

5 Ways To Improve Your Relationship Marketing Strategy

It may seem obvious, but building a business is a long-term effort. As such, it requires a long-term strategy. You can’t succeed by only making quick sales. You need to build a customer base — it’s the only way to not only grow, but to survive. Unfortunately, a lot of businesses assume that once someone has made a purchase, that customer is part of their “customer base.” This is not how it works — they usually do not become loyal to your brand after one purchase. You need to nurture them past the point of the sale, which is why you need to implement a strong relationship marketing strategy.

The Importance of Customer Retention

Keeping your existing customers is essential to your company’s success. As such, it’s important that you continue to build the customer relationships that you’ve established. If you don’t, they’re less likely to feel a sense of loyalty to your brand and will be more likely to jump to a competitor. If that’s not enough of a reason to put some effort into keeping existing customers, consider the following:

  • Repeat customers spend an average of 67 percent more per purchase than first-time customers.
  • It can cost up to 25 times as much to close a new customer than to keep an existing customer.
  • Increasing your customer retention by as little as 5 percent can boost your revenue by as much as 25 to 95 percent.
  • Existing customers will refer other leads to your business.

As you can see, customer retention is important. The best way to increase customer retention is by implementing an effective relationship marketing strategy.

Similar Article: 4 Tips on How to Leave Lasting Impressions on Customers

Relationship Marketing Strategy Tips

The following are a few tips to help you strengthen your relationship marketing strategy for increased customer retention.

1. Improve Your Customer Service

Poor customer service is going to result in a poor customer experience, making customer retention more challenging. Providing good customer service should be the foundation for any relationship marketing strategy. If your customers have questions, concerns, or even complaints, your customer service should be able to engage with them immediately to provide a solution or to provide helpful advice.

Besides making sure your customer service reps are friendly, respectful, and know how to handle every kind of situation, they also need to be easy to reach. There’s nothing more frustrating for a customer than being unable to reach customer service. Make it easy for customers to reach out through multiple channels, including phone, email, text, social media, and a live chat feature on your website. You want to be able to help your customers no matter where they are.

2. Listen To Feedback

Listening to feedback from existing customers can help you improve the customer experience. Doing so will help improve your ability to nurture customer relationships in the future. Not to mention that by showing existing customers that you care about what they think and actually do something with the feedback you collect, you help build trust in your brand. Don’t just listen to complaints when customers have them either — go out of your way to ask for feedback. You can do this by asking for specific feedback on social media or by emailing surveys to customers after they’ve made a purchase.

3. Create Content Targeting Existing Customers

As far as content marketing strategies go, a lot of companies focus solely on attracting and nurturing new leads. Don’t forget about your existing customers! The content you create can still be useful to them if you actually target them. Create content that better informs them about the problems you know they have. Use it to educate them about their purchases so that they can get the most out of them.

4. Embrace Email Marketing

You should have information about existing customers that you can use to improve how you segment your email lists. This should allow you to email existing customers content that is more relevant to them and to potentially identify relevant cross-selling or up-selling opportunities that you can email to them. Email is a great way to nurture your customers and to keep your brand at the top of their minds.

5. Implement A Loyalty Program

A loyalty program rewards repeat customers. This provides them with an incentive to continue doing business with your company. With a loyalty program, customers are more likely to make additional purchases and are less likely to jump ship to a competitor.

A good relationship marketing strategy is vital when it comes to customer retention. Use these tips to strengthen your relationship marketing strategy so that you can nurture existing customers, increase brand loyalty, and generate more sales as a result.

buyer persona guide for business

Tailoring The B2B Sales Funnel To Meet Your Needs

When it comes to the B2B sales funnel, there are three main stages: awareness, consideration and the decision stage. The funnel represents the journey that the customer takes from start to end. However, the B2B sales funnel isn’t necessarily set in stone. It can be modified to fit your business’s needs as long as it contains aspects of the three main stages. By customizing the sales funnel to meet your company’s specific needs, you’ll be able to identify what stage your customers are in more effectively, thereby making it easier to determine who they need to be in contact with and what actions need to take place.

With all this in mind, the following is an example of how the B2B sales funnel can be slightly modified. While still retaining aspects of the three main stages, the following B2B sales funnel consists of five stages.

1. The Lead Generation Stage

The lead generation stage is a part of the awareness stage. It’s during this stage that leads who may not know who you are or what you do are introduced to your company. They may not even know what their exact pain point is at this time, which means presenting a solution during this stage is premature. Instead, your goal should be to attract their attention and to establish your authority within your industry by producing high-quality content and establishing a presence online in the form of a website as well as social media pages.

2. The Lead Nurturing Stage

The lead nurturing stage is an extension of the awareness stage that ends up moving into the initial part of the consideration stage. It’s during this stage that you nurture your leads by continuing to educate them about your company and to inform them about the problem or pain point that they have. It’s during this stage that you will begin qualifying your leads.

Not all leads will be good prospects. Using lead scoring software, you can score leads based on actions they take during the lead generation and nurturing stages. For example, if they are spending a lot of time on your website, have returned multiple times, and have downloaded a free eBook and filled out a form, then you might want to qualify them as they have indicated a certain level of interest in your company.

When you qualify a lead, you need to make sure that they have expressed interest in one way or another, have a need for what you’re selling, have a budget to afford what you’re selling, and have the decision-making power within their company to actually make a purchase.

Read More: How Marketing Automation Can Improve Your Lead Nurturing Process

3. The Initial Meeting Stage

Once you have qualified a prospect, it’s time to engage directly with them. This is the initial meeting stage. Depending on how you structure your sales funnel, this initial meeting can come in a variety of different forms. For example, it could be a discovery call, a direct sales pitch, or a formal product or service demonstration. The idea is to establish the groundwork for a relationship and build trust with the prospect. They may not be ready to buy just yet. This stage is the second half of the consideration stage.

4. The Closing Stage

The closing stage is the stage in which you close the deal. It’s essentially the decision stage. At this point, the prospect should be making the decision to do business with your company. To ensure that you close, you want to align your priorities with theirs, secure their commitment, and continue to nurture the relationship with them until they make a decision.

5. The Retention Stage

Whereas standard sales funnels tend to end at the decision stage, your business with a new customer doesn’t end with the purchase. Remember, retaining the customer is of vital importance, which is why there should be a retention stage. Nurturing your relationship with your customers after the decision stage will help ensure that they continue doing business with them. Additionally, the stronger your relationship grows, the more likely they are to refer your company to other potential customers. This is a more cost-effective way to attract new leads since you’ll essentially be able to skip the first stage due to the referral.

This example shows how you can modify the standard sales funnel to create a funnel that better represents your B2B needs. As long as it retains some aspects of the standard three stages and the funnel is modified to help you better understand what part of the journey your customers are on and what their needs are, it should remain effective.

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