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.

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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.

Read on about what it’s like working with a Professional Living Marketing Agency here.

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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.

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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.

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Exploring The Differences Between B2C and B2B Email Marketing

How you market your brand depends greatly on who your audience is, which is why b2c (business to consumer) and b2b (business to business) marketing are very different strategies. As such, your email marketing strategy is going to depend heavily on whether or not you’re marketing b2b or b2c. The following are some of the differences between b2c and b2b email marketing to keep in mind:

Optimal Send Time

Knowing when to send your emails has a big impact on whether or not they’re opened. B2c customers are more likely to check their emails in the evenings or on the weekends since they are busy working during the day. B2b recipients are more likely to open them during work hours since they often check their work email regularly throughout the day.

Spam Filters

Spam filters work a bit differently with b2b and b2c customers. B2b customers often use filters that check for certain keywords before deciding whether to inbox the email or automatically sort it into the junk folder. With b2c customers, it’s more about building a good sending reputation with minimal complaints.

Personalization And Segmentation

While personalization and segmentation are important for both, they’re a bit different. With b2c customers, you’ll want to personalize products and content based on individual taste. With b2b customers, personalization should be a bit more subtle, such as by highlighting new stories within their industry or providing case studies that match their needs.

How Customers Respond

B2b customers buy from people, whereas b2c customers buy from brands. This means that when you send emails to b2b customers, you should expect a potential reply. Make sure that you include contact information, such as a phone number and who the email is from so that it’s easy for b2b recipients to reply. This isn’t as important for b2c customers.

The Difference Between B2B and B2C Marketing Automation

Triggers

Using triggers to automate emails to your b2c customers helps to drive them back to your website. However, email triggers don’t work as well for b2b customers. Instead, use triggers for phone calls from your sales team instead.

Buying Cycles

B2b buying cycles are typically longer than b2c buying cycles. This is because you’re not just nurturing a single type of customer like you would in a b2c situation. Instead, you’re having to nurture a group of decision makers. Not to mention that in b2c situations, customers are more likely to make faster decisions based on emotion.

The Role of Content

Because buying cycles are longer in b2b situations, your customers will benefit more from educational and non-promotional forms of content, such as white papers, whereas b2c customers might be more moved to action by testimonials and case studies right off the bat.

These are some of the differences between b2c and b2b email marketing that you should know before crafting your email marketing campaign. The last thing you’ll want to do is to use b2c tactics for your b2b email marketing strategy (or vice versa) since this will hurt your ability to nurture your leads.

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email marketing metrics

Email Marketing Metrics You Should Keep In Mind & What They Mean

Email marketing was one of the earliest forms of inbound marketing — and it’s continued to be one of the most widely used due to how cost-efficient and effective the strategy is. If you’re implementing an email marketing campaign, then it’s important that you keep track of certain email marketing metrics so that you can judge how your campaign is performing and identify what is and isn’t working so that you can make strategic adjustments as necessary. The following are some of the most important email marketing metrics that you should be following:

  • Click Through Rate – Click throughs refer to how many recipients are clicking the links in your email. The higher your click-through rate is, the more enticing your content was to your recipients. A poor click-through rate means that you’re not connecting with your readers.
  • Unique Opens – Unique opens refers to how many people open your emails as opposed to how many times your emails are opened. If you don’t have many unique opens, it means that your subject lines need work — or you may not be timing your emails properly and they’re getting buried in the inboxes of your recipients so that they don’t see them.
  • Forward Rate – A high forward rate is a good sign that you’re doing something right. It means you’re providing content that recipients believe is helpful and informative, which is why they are forwarding it to friends, family members, or coworkers.
  • Bounce Rate – A soft bounce means that the email address is valid but the inbox was full or the server was down. A hard bounce means that the email wasn’t valid. To avoid a high bounce rate, periodically update your email list and remove old addresses.

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  • Deliverability Rate – The deliverability rate refers to the percentage of emails that reach your recipients’ inboxes. Factors that could prevent your emails from being delivered include email addresses that don’t exist or no longer exist or emails that are being marked as spam.
  • Clicks Per Link – Click-through-rate only refers to how many times your links were clicked in general. Clicks per link is a more detailed metric, showing which links get more clicks.
  • Conversion Rate – A low conversion rate means that your content isn’t connecting or your calls-to-action aren’t effective.
  • Unsubscribes – The higher your unsubscribe rate is, the more likely it is that there’s something wrong with your email campaign. There are two potential causes for this — you may be sending out too many emails to the point where your recipients are unsubscribing because you’re filling up their inbox or the content of your emails isn’t relevant to your recipients.

Once you’ve launched your email campaign, it’s important that you track how it does. You can make adjustments to your email marketing efforts throughout the campaign, after all. If things aren’t working, you won’t want to just let it fail — you’ll want to right the ship. To track how your campaign is going, be sure to keep these email marketing metrics in mind.

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visual storytelling

Visual Storytelling Trends That Will Shape The Future For Marketers

Storytelling has existed for centuries and is a great way to not only market your brand, but also connect with your audience on a deeper level. Storytelling can be done in a variety of ways, and today, visual storytelling is one of the most impactful forms of persuading and communicating your message with audiences. Thanks to technological advances, we now have the power to captivate people by immersing them in stories, while blending fiction and reality. Here are some visual storytelling trends that will shape the future for marketers and everyone alike:

Never-Ending Stories

Have you ever had an experience that you didn’t want to end? Ever wonder why movie studios continue to reboot classic TV shows and movies? Well, never-ending stories are becoming increasingly in demand as people expect content, specifically stories in real-time 24 hours a day, 7 times a week. This trend has slowly taken shape on social media platforms where characters like Homer Simpson are tweeting to their millions of followers. This also explains why live-streaming apps that allow users to interact with personalities in real time like Meerkat and Periscope, are becoming more popular.

Mini-Ads

Let’s face it—given the current digital landscape, traditional advertising does not hold the same appeal it did a decade ago. Because of this, it’s no surprise that companies have considered new, innovative ways like mini-ads to connect with customers. Facebook plans to launch six-second ads that will give businesses and brands the opportunity to show a condensed version of their story to their target audience. This interesting format is a smart way to capture the audience’s attention given our short attention spans, which will drive a higher level of engagement.

Connective Storytelling/ Immersive Experience

Even though it seems like most people would prefer technology to human interaction given the amount of time we spend on our devices, they also want to connect and interact with others online, fictitious or real. The future of storytelling will go beyond solely connecting emotionally with characters—we now can put ourselves in their shoes. Different virtual reality experiences, like “Nerve” now allow people to experience what the movie character does in a movie like climb a high-rise or ride a skateboard.

Augmented Reality

AR is present everywhere whether its Facebook or Instagram and is fairly easy to program thanks to software like AR Kit for iOS 11. Given Pokémon Go’s success, this is no longer a trend we can put aside. Since people are constantly on their phones and are interested in experiences that go beyond 2D, the implementation of AR visual storytelling will increase and go beyond gaming, entering the magazine and news space.

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What Every Creative Advertising Agency Needs To Know To Endure The Digital Transformation

Let’s face it: the transformations that are taking place in the digital world have altered the definition of being a creative. Understanding the impact these changes have on creatives and figuring out how to navigate them can be an overwhelming task. Here is what every creative advertising agency needs to know in order to endure the digital transformation today:

Big Ideas Can Arise From Anyone Or Anywhere

Everyone from creative technologists to consultants are constantly challenging themselves to think of new ways to stay innovative in the rapidly changing digital world. Because of this, we have to recognize that people all around us, regardless of title or industry, are pitching ideas that could be the next big thing. To avoid missing out on those big ideas, I encourage you to keep your door and your mind open when conversing with co-workers.

Learn Through Collaborationcreative advertising agency

Technology alone is no longer the single center of digital transformation—it’s people. I learn new things, and processes in the digital scape, by discussing projects and goals with others. Can you remember a time you were working with someone and they showed you something new in a program you have been using for years? It’s easy to think that because you have been around a technology, you are familiar with every aspect of it, but you might be surprised by what you learn from the people around you. Acknowledging the wide range of abilities our fellow creative partners possess can inspire us to go further and elevate what we are capable of.

Make Learning A Constant

If you are seeking to improve your craft and entice your clients, continue to expand your field of knowledge and gain perspective on the world around you. There are several different ways to do this. For example, I have an Alexa in my home and I like to develop skills for it, as well as listen to podcasts and audio books in the car. Learning can feel like a chore, so do it where you are most comfortable and really dial in to how you learn best. For me, it’s audio and visual.

You should even Consider using down time to learn. Yeah, we all like to recoup during less busier times, but why not take advantage of your free time to bolster your skills? Remember when you used to love to create? It could have been when you were a kid coloring in a coloring book, or when you were in college creating projects where you had all the authority and made all the creative decisions. Think of digital the same way.

Read our article: 4 Questions To Ask Yourself When Looking For Creative Marketing Solutions

Work Backwards If You Have To

Discover what else you can learn from a familiar program or subject by working backwards. I recently re-upped certification by Google in Analytics and filled in some of the holes in my knowledge base. I use Google Analytics just about every day, but never knew all the things it could do. Just because you do something all the time OR because you are supposed to be a professional, doesn’t mean you can’t keep working on your skills.

Inspiring People

With creativity finding new platforms for expression, our renewed focus on humanity has played the most important role in digital transformation. Having a variety of options that work to improve our lives has never been easier due to the merging of creativity, data, and technology. Although mixing all of those elements into a stew of color, light and imagination can certainly hurt our heads, it is all worth it when something incredible arises from it that inspires people.

We Are Currently In The Second (And Maybe Third) Chapter Of Digital Innovation

Major companies like Amazon, Kickstarter, Uber, and Netflix have altered what we thought was possible in today’s world. Thanks to their innovation, we have become accustomed to a life of convenience and have higher everyday expectations. Advertising agencies play a massive role in inspiring people, so the way we use technology matters significantly for the next chapter of digital innovation.

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4 Senior Living Video Marketing Ideas That Will Improve Engagement

When it comes to engaging with your audience on social media, you’ll want to consider implementing a video content strategy. This is because video is an excellent storytelling medium — and if it’s one thing that audiences can connect with, it’s good storytelling. Not to mention that roughly 72 percent of people would rather learn about a product or service from a video than from text. The following are four video marketing ideas that are particularly effective for senior living communities:

1. Share The Stories Of Your Staff

Getting your audience to engage with a video about a place is difficult, but if you highlight the people at that place, it becomes much easier. Putting a face to your senior living community will make it easier for potential residents and decision makers to relate to your video content (and therefore, your community) on a personal level.

Showcase the stories of some of the people that work at your senior living community and the relationships that they have built with the residents. You could also highlight the people that are in charge by showing why they decided to establish or run your senior living community.

2. Share The Stories Of Your Residents

As good as your reputation might be, you still have to work hard to build trust amongst your audience. Instead of shooting videos about how amazing your community is, consider allowing some of your residents to tell their stories instead. Make the resident or the decision maker a main character, explain what their needs or problems were and allow them to tell the audience why your community was the perfect solution. Not only can such storytelling be extremely effective at engaging the audience, but it works as a customer testimonial of sorts as well.

5 More Tips for Marketing to Senior Living Communities

3. Shoot Documentary Videos And Behind-the-scenes Footage

Provide your audience with a peek into what it’s like to live at your senior living community by shooting documentary videos and behind-the-scenes footage. Video content like this makes audiences feel like they are getting an unstaged glimpse or even a tour of everyday life at your senior living community, which can make your community much more appealing to them.

4. Tell Fictional Stories

While using video to showcase your residents, staff, and management can help make it easier for audiences to connect to your community, don’t be afraid to tell fictional stories as well. Creating a fictional video, such as an animation, for example, allows you to get a little more creative with your video marketing ideas, which in turn can make your videos much more entertaining and engaging as a result.

 

Storytelling plays an important part in getting audiences to engage with your senior living community on a more personal level, and one of the most effective ways to tell your story is through the use of video content on social media. These are four video marketing ideas that will allow you to employ visual storytelling to engage your audience more successfully.

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How Creativity and Data Driven Marketing Help Develop Marketing Campaigns

Not long ago, businesses simply didn’t have that much information to leverage when it came to crafting marketing campaigns. They could only draw conclusions about their audience from in-store information — as in, information on who bought what. Mostly, they just advertised to the audience that their products or services were initially intended for. A lot of their marketing effort came from the instincts of their advertising agency’s creative team. These days, advertising agencies have access to a wealth of data, which has led to data driven marketing. However, knowing how to use that data properly is important as well. It’s the agencies that merge data and creative to form the foundation of their marketing campaigns that tend to be the most successful.

What is Digital Storytelling? Read here.

How Data Driven Marketing Can Support Creativity

Although it’s difficult to argue that data hasn’t been hugely beneficial in terms of identifying who your audience is and how to reach them, a lot of people within the industry are scared that the use of data is restricting creativity. They believe that the increased use of data and automation is going to reduce innovation in marketing campaigns. There’s certainly some truth to this – but only if your marketing agency isn’t using your data properly. You don’t want your creative decisions to be solely based on numbers, after all.

However, you also don’t want to use your data as an afterthought either. For example, maybe you’ve produced both long-form and short-form blog content. Using analytics, you’ve found that your long-form content is performing better. You won’t want to try to take your short-form content and extend it so that it’s longer as this kind of strategy is akin to trying to fit a square peg into a round hole. Instead, you should keep this data in mind for future campaigns.

Data driven marketing is about creating a balance between the data you have and your creative. Take video content creation as an example. Video has become one of the most effective forms of content in the past few years as it’s become easier and cheaper to produce as well as easier for consumers to watch. According to recent stats, Facebook users are more likely to engage with your video if it draws them in within 1.7 seconds. When creating video content for Facebook, you’ll want to keep this in mind. It might seem restricting at first — but limitations are often what helps to drive creative solutions. Instead of looking at data as something that restricts the creativity of your marketing campaigns, look at it as a way to drive innovation.

While some critics fear that an over-reliance on data could ultimately hinder creative efforts, in reality, the use of data can help inform creative efforts to bolster the effectiveness of a marketing campaign. In this day and age, advertising agencies who do not leverage data to their advantage in order to influence the direction of their creative marketing decisions will quickly fall behind the competition.

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How Using Data Can Inspire Great Marketing Campaigns

One of the biggest benefits of online marketing is that it allows you to collect valuable data about your customers as well as your target audience in general. It also gives you a chance to pinpoint what is and isn’t working as far as your marketing efforts are concerned. However, collecting all of this data is useless if you don’t leverage it to your benefit. In fact, the data you have can help to inspire creative ideas to help craft great marketing campaigns.

How Data Can Spark Creativity

Data doesn’t just help you figure out what’s working and what isn’t, it can help drive creative decisions that allow you to create great marketing campaigns. A good example of this is Netflix. Everyone knows that Netflix has an absolute treasure trove of behavioral data from their subscribers. They leverage this data to inform the content that they produce.

For example, many critics were bewildered when they gave Adam Sandler a huge four-movie deal. Saying that his movies are panned across the board is putting it mildly, after all. However, according to their data, his older films were streamed an absurd amount. They knew that even if critics didn’t like his films, their subscribers certainly did — and that’s why they signed him to produce Netflix exclusive films.

Netflix will often look at subscriber viewing habits and look at where they overlap to find a niche that they can fill with their original content. For example, the popularity of older series on Netflix have often resulted in revivals, such as Fuller House and Arrested Development.

Another good example is Equifax. Using the data that they had, they realized that the average person’s credit score depended heavily on how old they were. They used this data to create a great marketing campaign that provided tailored benefits information to people at different stages of their lives.

Digital Storytelling Techniques That Will Take You To The Next Level

How To Use Your Data To Inform Your Creative Marketing Campaigns

How you use your data to influence your creativity and create great marketing campaigns depends heavily on the specifics of your business. However, the following are a few basic ways data can help you connect to your audience on a more emotional level when creating new marketing campaigns:

  • Learn what your audience connects with – Look at how your audience engaged with previous campaigns. By looking at what worked and what didn’t work, you can figure out exactly how your audience was able to engage with you on an emotional level. For example, maybe certain types of content posted on social media were commented on and shared much more than other types of content. This will give you a better idea of what your audience is looking for, which can give you better direction on how to reach your audience on a more personal level during future campaigns.
  • Learn what your audience’s needs are – You can figure out what your audience wants by analyzing certain sets of data. For example, you can compare two PPC ads promoting the same product in two different ways. You can then use the conversion rates of both ads. The ad that converts more leads is probably presenting a solution that fulfills a need that your audience has more effectively than the other. This information can be used to reach your audience more successfully with future ads.
  • Continually improve your campaign – Once you launch a new campaign, don’t just stay the course if it’s obvious something isn’t working. You should continually track the results of your campaign based on what your specific goals are. The data you gather can help you figure out whether your creative decisions are having an impact on your audience or not. If they aren’t, you can make adjustments even as your campaign is ongoing.

When building new marketing campaigns, make sure that you make use of the data that you have. Your data can be the difference between creating great marketing campaigns and failed marketing campaigns.

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