Five Inbound Marketing Resources Every Marketer Should Know

How Can You Delight Your Customers?

August 3, 2016/in Articles, Inbound Marketing /by Nicole Wagner

How do big-name brands like Coca-Cola and Disney retain their customers after their first sales interaction? They continuously delight their customers with their products and services, and aa a result, develop a strong relationship with those customers.

So what does it mean to “delight” consumers? The “delight” phase of the Inbound Marketing Methodology is all about pleasing your customers so that they benefit from your company and remain a customer and promoters of your brand. Read on to find out how you can delight your customers:

A Thank You Page Isn’t An End, But A Continuation

July 22, 2016/in Articles, Directors, Inbound Marketing /by Nicole Wagner

A thank you page is where a website visitor is directed after downloading a content offer. The function of a thank you page (of course) is to thank that visitor for downloading the content from your landing page, but also to help them move through the Buyer’s Journey.

A thank you page shouldn’t just say “thanks for coming.” Saying thank you is important to be courteous and trustworthy, but you can use thank you pages to your advantage and lead visitors to discover more about your company. Here are some important practices to help make sure your thank you pages are as effective as possible.

The Benefits Of Marketing Automation For Senior Living Communities

September 18, 2015/in Articles, Directors, Inbound Marketing, Senior Living Marketing /by Nicole Wagner

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 behaviour 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 with 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)

Learn more about the Benefits Of Inbound Marketing

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 behaviour. 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.