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.

 

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How To Nurture Marketing Qualified Leads Into Sales Qualified Leads

Inbound marketing consistently helps organizations generate qualified leads. But if your company cannot convert these leads into customers, the leads you generated will go to waste. This can be frustrating, so here are some strategies you should add to marketing plan to convert your leads into sales:

1. Define your qualified lead

Develop criteria for what you consider a qualified lead. By definition, a marketing qualified lead (MQL) is the lead with the highest probability of being a customer compared to the rest. Identify those that are more qualified than others for conversion. Qualification criteria can include: titles, responsibilities, urgency, etc. Using analytics and intelligence, here is how to narrow your leads down:

  • Define your buyer profile:
    • Ask yourself who is most likely to buy your product.
  • Identify actions that indicate interest:
    • Analyze patterns in the kind of actions visitors demonstrate when on your site
  • Revisit your criteria periodically to reflect market dynamics for better focus and effectiveness

[Read How Closed-Loop Marketing Helps Convert Leads To Customers]

2. Gather information to qualify your leads

At this point, assign your team responsibilities accordingly to nurture marketing qualified leads into sales qualified leads. Consider the following questions:

  • What’s the company size and industry of your lead?
    • Knowing the name of your lead’s company isn’t enough
  • What problem is your lead trying to solve?
    • If you know this, you can provide them with the solution they’re looking for
  • Do your leads have the authority and power/budget to buy?
    • Focus on those with ability and authority to generate more sales conversions.
  • When are they likely to buy?
    • By using analytical tools, you can tell whether a visitor to your site has a history of buying. You can also determine their consistency by calculating the time interval between their purchases
  • What are your lead’s other buying decision influencers?
    • This is information yoru lead need before they commit to buy.

To gather all this information, you will need the help of sales people or telemarketers in what is known as human-to-human lead qualification

3. Use the information effectively

Your marketing department should use the information obtained to nurture and close sales qualified leads. If you succeed in maximizing on the information you gathered, you will not only have sales and revenue but also reduced operational costs, as you will use less resources to obtain customers. The most effective way to nurture is to get as personal as possible with the help of tools like email marketing, telephone calls, one-on-one conversations, etc. Segment your target by their interests to generate results.

Now that your sales qualified leads have matured into sales, you can choose to close the sales over the phone or personally, depending on how complicated your product or service is. Set up all relevant appointments if necessary, and ensure your customers feel appreciated.

inbound marketing guide

Tips to Consider When Developing Strong Email Subject Lines

Email is one of the most effective marketing platforms in the world today. Marketing is based on judging books by their covers, thus attractive email subject lines are crucial. The choice of words used in the subject line has a huge influence on the readers and determines whether the hard work devoted to writing the email is fruitful.

Investing additional time into writing a good subject line increases your open email rates. This grants you additional exposure increased contact with the target market. Here are some suggestions when it comes to writing strong email subject lines.

Use aspects of personalization

For this, use tags in the subject lines indicating the addressee’s name and locality. For most marketing professionals, this has been observed to increase open rates. Combining this tactic with some targeted automation announcement will improve the effectiveness of the strategy.

Be target specific in creating recipient lists

Though sending blast messages to every contact in your list may seem comprehensive, it may be offputting to some recipients.  Due to receiving irrelevant messages, some of your recipients may feel confused and, at times, frustrated. To solve this problem, segment the list based on past experiences and observations of consumer behavior. Forms are good sources for such information because they are filled with descriptions of personal preferences.

[Are people unsubscribing from your emails? Read here]

Keep it short and sweet

Around 40% of emails sent are opened in a mobile device. Assuming your readers might open emails in their mobile device, your subject line should be under 50 characters so it doesn’t get cut off.  To minimize the character count, only use the most crucial words in your subject line and take away the unnecessary ones.

Avoid overuse of caps and exclamation marks

Excessive use of exclamation marks and caps lock will make your recipient feel like they’re being yelled at. Not only is the tactic disruptive, but 70% of recipients are likely to mark such emails as spam. Avoid this mistake and use action-based language to catch your readers’ attention instead.

Do not divulge the contents

A strong subject line hides the contents of the email from the reader and instead makes them curious. Additionally, you should avoid making the subject line overpromising, which means whatever is indicated in the subject line should be consistent with the contents of the email.

Ask reflective questions

Ask relevant questions in the subject line to attract the reader’s attention. Formulate a question that appeals directly to the recipient, and then provide internal links that provide an answer to the question. This is an efficient strategy that will translate to more email reads.

A/B testing

Though subject lines can be formed based on many ideas, the focus should be the target market. A/B testing involves carefully researching your target audience and experimenting with different subject lines. A successful campaign tests different subject lines on customers and adopts the ones with more reads.  It is necessary to research continuously so as to remain relevant and effective.

inbound marketing guide

Pandering Your Way To Profits? Most Likely Not.

Everyone in business today feels the need to do more with less; fewer people and smaller budgets. Sure, it’s 2010 and things were supposed to be better by now, but many marketing professionals are still adjusting and cutting advertising spending.

Many of the prospects we speak with are dealing with this by cutting across the board. All channels are reduced to get to the “new budget number.” It seems fair to your advertising partners. All your reps — the radio lady, your trade publication guy and the direct mail house — understand that you’re doing what you have to do. And they feel they are getting their share of your budget. “We’ll get through this together.” Read more