Seniors today are more tech-savvy than ever before. A recent Nielson report shows that the number of adults 65 years old or older actively using the Internet has increased by more than 55 percent in the last five years. Furthermore, adult children continue to play an important role in finding quality elder care for their parents. This means that it is vital for your senior community to maintain a strong web presence, and vital for your company to reap the benefits of marketing automation, as a part of senior living marketing.
When searching for a community online, seniors and their children both expect timely responses to their questions and content that addresses their specific needs. Marketing automation helps enable senior living organizations to engage leads with relevant content, track and score each lead’s behavior and deliver better quality leads.
What is Marketing Automation?
Marketing Automation is a tool that informs, interacts and nurtures leads as they move through the sales funnel. It is a process that manages a community’s interaction with its prospects by providing them the right information at the right time in the buying process. By targeting content, marketing automation informs, entertains, socializes and earns the prospect’s business.
Prospects define the path through their modes of interaction, targeted search, website visits, by downloading brochures, or requesting a tour of your community.
How does it work?
MA tools start with the premise of managing all levels of leads and then apply business rules, analytics, segmentation and scientific data to manage prospects in your sales funnel.
Here is an example of what a basic automated email workflow could look like:
Step 1: Email Invite
You send an email invitation to download your latest community brochure to a targeted list of contacts
Step 2: Thank You Note
You send a thank you note to all the people that downloaded the brochure.
Step 3: Follow Up Email
A few days later, you send a follow up email to the list of people who downloaded the brochure, offering them more detailed floor plans, amenity lists and information about your community.
Step 4: Notification
Finally, when someone reads that information, your sales team will get a notification so they can follow up with them (this person is now much more qualified and is likely farther down the buying process)
Now, put yourself in your prospect’s shoes for a moment. If this was you, receiving information from a senior community about their services and amenities, wouldn’t you prefer to get emails like the ones above over blasts you can tell they’re sending to hundreds of other people? It feels personalized, like it is tailored to you and addresses your individual medical needs. This makes you much more likely to trust that community and ultimately schedule a tour.
This is the foundation of marketing automation. To provide you, as a marketer, with the ability to target your contacts and send them content that is based on their behavior. You’re giving them the information they need when they want it. You’re easing their buying decision. And as a result, your conversion rates will increase and vacancies will decrease.