video storytelling

What is Digital Storytelling: How To Improve Your Efforts

When you’re marketing your brand, you’re telling consumers a story. In that story, they are the protagonists. Their problem or need is the inciting incident of that story and the solution you present is the climax to that story. Effective storytelling is important in not only helping consumers identify what their problems and needs are and presenting your products or services as a solution, but in helping them to relate to your business on a personal level.

Digital storytelling isn’t much different. What is digital storytelling? It’s the use of strategies across all online platforms to help convey your message to your audience, whether it’s through videos, blog posts, images or tweets, to name a few methods. The following are a few tips that will help make your digital storytelling efforts more effective:

Align Yourself With Your Audience

Your audience doesn’t want to have their views or opinions challenged or changed. That’s not what your goal should be. The most effective stories are those that agree with the values of your audience. This allows them to feel smart and secure, thereby making it easier for them to see themselves as the protagonist of the story you’re telling, which, in turn, makes it easier for them to relate to the story overall. This means that you need to know who your audience is in order to be an effective storyteller.

Use Real Stories

The one thing consumers relate to the most is other consumers. Use your previous customers to tell your story. For example, banks often produce video content focusing on small business owners who became successful as a result of their small business loans, which makes their brand more relatable and empathetic.

Want More Tips On Storytelling? Learn How to Market Towards Generation Z with Stories.

Tell Smaller Stories

You don’t want your digital storytelling to become too complicated or the message will get lost. Keep it simple and to the point. One way to do this is to focus on smaller stories. For example, instead of showing how one of your products has dozens of benefits or uses, showcase how one customer was able to solve one specific issue using your product.

Smaller stories also take less time to tell, which means your audience is more likely to read through your content or watch your videos all the way through — and it also makes your content more shareable.

Avoid Being Too Promotional

Telling your audience to buy your product because it’s cheap and it works well isn’t storytelling. There’s no way that a consumer can connect with that message on a personal level — and considering that the average consumer is bombarded with overly promotional advertisements on a daily basis, it’s the last thing they’re going to want to see. The trick to avoiding being overly promotional is to focus on your audience and what they want and not on you and what you want.

Storytelling is the most effective strategy for relaying your message to your audience. These tips will strengthen your digital storytelling efforts to help build stronger relationships with your audience.

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website redesign process

Components Of Web Design That Will Modernize Your Website

In today’s age, keeping your website up to date is incredibly important if you want to remain competitive and maintain visibility. Having a modern, compelling website can open doors for your company and transform your user’s experience in a positive way. Here are the following components of web design that will modernize your website:

1. Minimal Design

In some cases, especially when it comes to your website, less is considered more. Exactly what it sounds like, minimal design provides users with a greater sense of clarity and focus when visiting your site. This type of modern design makes your website more user friendly and will make navigating your website much easier for visitors; it will also encourage users to focus more strongly on important details on your website like your content. The less distractions on your site, the better you’ll be at converting leads. Minimal design also helps your company appear more professional.

2. Mobile Friendly

Accessing the Internet from a mobile device has become second nature to a majority of folks—you may even be reading this article from your smartphone. Mobile devices are expected to reach 79% of global Internet use by the end of 2018, so making your website mobile friendly is absolutely critical if you want to be able to communicate your brand’s value to a wider audience. By having a mobile friendly website, you’ll be able to access a greater number of potential customers, resulting in an increase in profits.

3. Clean Design Typography

Choosing the right typography for your website is not something you should take lightly, as it helps communicate to consumers what kind of brand you are. If you want to appear as a modern, forward-thinking brand, you should stick to using web-standard fonts that can easily be interpreted by everyone. But according to HubSpot, if you’re struggling to set your brand apart from competitors, you might want to consider using a unique font to help visitors identify you from the crowd. Modernizing your website also means avoiding using an excessive amount of colored fonts, making sure your line-spacing is suitable to improve readability, and using an appropriate text size (usually 16px).

4. Full-Screen Background Videos

Visitors won’t always want to read large chunks of text and since our brains process videos much faster than text anyways, incorporating a background video on your website is a smart way to share your brand’s story without having to overwhelm your visitors with loads of text. Having a video on your website will not only intrigue visitors but will also encourage them to click through to the main video. Adding a background video is not difficult and can be achieved by hard coding on HTML and CSS, or by using plugins.

Find out how first person experience videos can make an impact on your video marketing strategy

5. Hero Images

Google Trends foresees hero images to increase in popularity as a modern website design idea. Hero images are large banners that appear above or below the fold, or in the background with content overlaid on top of it. Hero images are great to help build a connection with visitors, and instead of drawing your visitor’s attention to social buttons or a CTA, using an image with text will encourage your visitors to want to scroll down to see more of your website. They also work to communicate your company’s story without adding a lot of text.

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content marketing

Content Marketing Trends to Track in 2018

Content marketing is a long-term strategy. As such, you need to make sure that you track your content’s performance and regularly adjust your strategy. This is especially true as new content marketing trends emerge every year that could be beneficial to your brand’s marketing efforts. The following are nine content marketing trends that you should seriously consider adopting:

  1. Live video content is becoming more popular– Streaming live content provides audiences with a feeling of exclusivity since they have to tune in during the live stream or miss out. This can be a very powerful draw. Additionally, live content gives you the opportunity to show your authenticity and to build stronger connections with your audience.
  2. Content is going beyond social – While social media remains one of the most effective ways to engage with consumers, you should find ways to interact and build relationships beyond social, such as via in-person events, email marketing, membership sites, and more.
  3. Original content is becoming more important – Traditional advertisements, branded emails and sponsored posts have their place, but they are no longer as effective as they once were. This is because consumers have caught on and are in search of content that is unique and relevant to them. Producing original content will give you a competitive advantage.
  4. Content is becoming more interactive– Engagement is extremely important when it comes to content, which is why more brands are creating content that is interactive through the use of augmented reality and virtual reality. For example, both can be leveraged to demonstrate services and products in stores or at trade booths.
  5. Vertical content– When creating video content, the natural impulse is to shoot horizontally. However, because more consumers are using their smartphones to browse the Internet (more than 50 percent of Internet users are browsing on their smartphones), creating vertical content allows them to view your videos more conveniently.
  6. Formats for consumption are changing– Simply posting content to your blog on a weekly basis will no longer cut it. You need a comprehensive content marketing strategy that implements everything from copywriting to graphic design to video production across all platforms.
  7. Content is expanding beyond the screen– The Internet has already expanded beyond the screen in the form of the IoT (Internet of Things). Content creation for IoT platforms, such as Alexa, Siri and the like, isn’t far behind.
  8. Content is shifting to converged media – Content is shifting away from being solely owned media to becoming a combination of owned, paid and earned media, to the point where you can no longer tell the difference between the three. This is a result of social media’s role in content consumption.
  9. Content will become important at every stage of the buyer’s journey– Instead of focusing on content for the first stage of the buyer’s journey, you should be creating content for every stage, especially the middle-end. For example, the first stage (the awareness stage) should have content identifying the needs and problems of the customer and information on the causes behind them. The second stage (the consideration stage) should have content that addresses how the problem can be solved or how the need can be fulfilled. The last stage is the decision stage, in which your content should present your product or service as the solution. Having content that addresses each stage will make it easier to nurture your customers through the buyer’s journey.

Looking for more trends? Click here.

It’s important that you stay up to date with the latest content marketing trends so that you can adopt new strategies and adjust old ones to ensure that your content marketing is successful over the long term.

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

competitive advantage

4 Competitive Advantage Examples That Could Improve Your Marketing Efforts

One of the goals of any good marketing campaign is to set yourself apart from the competition. This is done by showcasing a unique selling proposition, which tells consumers exactly what makes the product or service that you’re offering unique. However, you can’t just stop there. At this point, every competently run business is going to have their own unique selling proposition.

To truly stand out, you’re going to have to figure out what your competitive advantages are as a brand and leverage them in order to enhance your marketing efforts and boost your brand reputation. The following are a few competitive advantage examples:

1. Pricing

If you’re able to provide value at a lower price than your competitors, then that is a big advantage in itself. Many businesses will find ways to cut down on their operational costs so that they can lower the price of their products or services to the point where their competitors can’t afford to match. This kind of cost leadership is advertised by many businesses whenever they have it. Think of McDonald’s dollar menu or the “every day low prices” that Walmart advertises. These are companies that have successfully leveraged their cost leadership in their advertising.

2. Product Or Service Differentiation

Product or service differentiation refers to the ability to provide better benefits than your competitors. For example, being able to deliver a product to consumers faster than anyone else via same day shipping is a form of differentiation. Differentiation is typically achieved through product or service innovation, the quality of customer service that’s provided, or by the quality of their products or services. Another example would be a roofing contractor offering a longer warranty on their repair work than any of their competitors.

3. Processes

The processes employed by your business can be a huge competitive advantage. For example, if you have sole access to technology and partnerships that allow you to manufacture your product and get it shipped out quickly in a cost-efficient manner, then you may not only have a competitive advantage, you may have on that is sustainable as well. Other processes may work as competitive advantages as well, such as the ability to provide 24/7 customer service.

4. Authority

Authority is something that can only be built over time and which is often done by providing consumers with valuable content that helps to establish your authority and by extending your reach by regularly engaging with your audience. As an authority, you’ll become an influencer of sorts within your industry. When you lay out the benefits of your products or services, people will be more willing to take you at your word as a result.

 

These are just a few competitive advantage examples; however, these competitive advantage examples may not be yourbrand’s advantages. To identify your competitive advantages, you need to do a thorough evaluation of your company’s strengths. Once you’ve identified these advantages, you can begin to leverage them in your marketing efforts.

 

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Visual Storytelling Techniques That Will Take You To The Next Level

Not only has video content become incredibly easy to consume due to the quality of smartphones and tablets, but it’s become much easier — and affordable — to produce as well. Considering the fact that 72 percent of consumers would prefer to learn about products or services via video and that the average consumer watches around 1.5 hours of video a day, your marketing campaign needs to have a video content marketing strategy.

However, your video content will only be effective if it’s of high quality. The following are ten visual storytelling techniques and promotion tips that you should keep in mind:

For more Storytelling techniques, read more here.

  1. Maintain a single POV– Make sure that your video focuses on a single idea or message and that you don’t stray off topic or else you’ll lose the attention of your viewers.
  2. Be human– Use emotion to connect with your audience. A video full of dry facts with no personal point of view isn’t going to be very engaging. Additionally, showcase actual people in your videos so that your viewers have someone to relate to.
  3. Be memorable– If there’s nothing memorable about your video, then it will fail to impress. Viewers are less likely to share video content that hasn’t made much of an impact on them as well, so strive to make content that is memorable in some way.
  4. Be more visual than verbal– Video is a visual medium, so instead of just showing a talking head explaining your message, tell your message in a visual manner. Remember, a picture is worth a thousand words.
  5. Start with what’s real – It can be easy to get wrapped up in the visual style of your content, but substance will always trump style. Begin with what’s real and use that as the foundation for your video. The video’s style should be the unique way in which you convey that message to your viewers.
  6. Make it compelling– Remember who your target audience is in order to create video content that they will find relevant and interesting. If you aren’t targeting the right audience, your video content won’t end up being compelling, no matter how well produced it is.
  7. Optimize your videos– Don’t forget to optimize your videos by using strong keywords and links in your titles and descriptions.
  8. Use strong CTAs – Just like written content, video content should have calls-to-action at the end to encourage your viewers to do what you want them to do.
  9. Use YouTube– YouTube has over 1.8 billion monthly users. You can’t ignore an audience that big, so be sure to post your videos on YouTube.
  10. Share your videos – Promote your videos by sharing them on all of your social channels to help attract more viewers.

Using visual storytelling techniques will help audiences connect with your video content and make them more likely to engage. Just remember that all the visual storytelling techniques in the world won’t work if your videos aren’t being watched, which is why promoting your video content is important as well.

 

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

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.

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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.

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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.

 

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.

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.

buyer persona template