Tag Archive for: digital marketing

LeadingAge Illinois Annual Meeting & Expo 2024

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WHO: LeadingAge Illinois is a nonprofit organization and one of the largest and most respected associations of providers serving older adults in Illinois. LeadingAge strives to advocate for quality services, promote innovative practices, and foster collaboration. Additionally, LeadingAge aims to improve the lives of older citizens by maximizing the effectiveness of service providers. LeadingAge is a platform that enhances professional development and fosters community engagement. It’s an organization that constantly pushes the boundaries of health care.

WHERE: Renaissance Schaumburg Convention Center

WHEN: July 30-31, 2024

DETAILS: The LeadingAge Illinois 2024 Annual Meeting & Expo offers everything attendees have come to expect over the years. Thousands of visitors will have opportunities to connect with hundreds of exhibitors, listen to presentations from industry and business development experts, and network with other professionals. The event provides an environment for senior living providers to come together and develop their businesses. It’s a can’t-miss event that pushes the entire industry forward.

 

Tried and True Marketing Practices and Ways to Break Through the Noise;  Tuesday, July 30, 2024, 9:45 AM – 10:45 AM

President of Stevens & Tate Marketing, Dan Gartlan, will be presenting Tried and True Marketing Practices and Ways to Break Through the Noise. By focusing on how to maximize results with any size marketing budget, scale campaigns, and understand how to effectively utilize a media mix, Dan will teach attendees how to structure marketing strategies around an organization’s objectives, audience, and industry. Dan will teach attendees how to navigate the complicated and fragmented modern media landscape, “breaking through the noise.” Dan’s insights will teach senior living executives how to streamline their marketing processes and engage audiences. It’s an opportunity to learn how to achieve marketing success without any wasted resources.

 

Perfecting the Media Mix: Balancing Online and Traditional Media to Drive the Best ROI;  Tuesday, July 30, 2024, 1:30 PM – 2:30 PM

Dan Gartlan will also be presenting Perfecting the Media Mix: Balancing Online and Traditional Media to Drive the Best ROI. The session will teach attendees how to select and balance online and traditional media. This practice will help build trust within an organization’s target audience. Additionally, Dan will teach attendees how to focus and adjust marketing spending based on an organization’s needs. These strategies will help eliminate waste and create an effective balance that leads to high returns on spending. Lastly, attendees will learn how to create strategy documents that help organizations create properly managed and monitored media programs.

 

Digital Marketing Strategies to Build Traffic and Increase Lead Conversion; Wednesday, July 31, 2024, 9:45 AM – 10:45 AM

Internet Marketing Director, Nicole Wagner, will be presenting Digital Marketing Strategies to Build Traffic and Increase Lead Conversion. Nicole will discuss the importance of digital marketing alongside traditional methods. She will explore how to utilize digital methods to build a significant online presence. Moreover, the session emphasizes the importance of attracting the right audience and converting them into high quality leads. Attendees will have the opportunity to analyze and assess the strength of their current digital marketing programs. Nicole will also teach attendees how to create a digital content program and web presence. With these strategies, attendees will be able to reach the right audience with the right message.

 

Tried and True Marketing Practices and Ways to Break Through the Noise will be presented on Tuesday, July 30th at 9:45 AM to 10:45 AM.

Perfecting the Media Mix: Balancing Online and Traditional Media to Drive the Best ROI will be presented on Tuesday, July 30th at 1:30 PM to 2:30 PM.

Digital Marketing Strategies to Build Traffic and Increase Lead Conversion will be presented on Wednesday, July 31st at 9:45 AM to 10:45 AM.

Register for the event here.

Learn more about LeadingAge Illinois here.

Read about Dan Gartlan and Nicole Wagner, or book them for speaking here.

Book a free consultation with Stevens & Tate here.

74th Annual IHCA Convention & Expo

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WHO: The Illinois Health Care Association (IHCA) was founded in 1950 and is governed by a 13-member board of directors. The nonprofit organization comprises more than 500 long-term care institutions for the developmentally disabled throughout the state. IHCA supports nursing homes, assisted living facilities, and other long-term care services, providing members with resources, education, and training. Additionally, IHCA seeks to enhance the quality of care for long-term care residents by working with state and federal legislators. IHCA helps shape regulations, promote healthy practices, and maintain a high standard of care for older and disabled people.

WHERE: Peoria Civic Center, Peoria, IL

WHEN: September 9-12, 2024

DETAILS: IHCA hosts the state’s largest convention and exhibition for long-term health care professionals. The annual four-day event will feature hundreds of seminars and exhibitors on the latest tech and services available to care providers. It’s a chance for industry executives to network, attend professional workshops, and listen to presentations from experts. In addition, the event aims to equip healthcare providers with the knowledge and tools needed to enhance the quality of care for long-term care residents and navigate the industry’s evolving landscape. This year’s theme is “Playbook for Success,” and the event will incorporate as much football and tailgating theme as possible.

 

Maximize Your Digital Brand Through Strategic Marketing;  Wednesday, September 11, 2024, 4:00 PM – 5:00 PM

Internet Marketing Director, Nicole Wagner, will be presenting Maximize Your Digital Brand Through Strategic Marketing. The session will dive into how a digital brand must refine its content, understand marketing automation, and draw more website visitors. Collectively, these strategies will help drive engagement and conversion. The interactive component of the session will focus on strategic marketing and assessing current digital marketing strategies. Nicole will teach attendants how to craft tailored content programs for their audiences and objectives. Moreover, Nicole will equip attendees with critical tools to evaluate and enhance marketing programs, and offer a comprehensive roadmap to navigate the digital realm. It’s an opportunity to fine-tune your digital brand, connect with your audience on a deeper level, and thrive in the competitive senior marketplace.

 

Maximize Your Digital Brand Through Strategic Marketing will be presented on Wednesday, September 11th at 4:00 PM to 5:00 PM.

Register for the event here.

Learn more about IHCA here.

Read about Nicole Wagner, or book her for speaking here.

Book a free consultation with Stevens & Tate here.

customer relationship

Customer Engagement Strategy

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Building lasting customer relationships is one of the key challenges affecting most companies in today’s business landscape. Many are now investing more into their customer touchpoints by visualizing the customer journey, boosting customer satisfaction, and providing a seamless experience before and after purchase.

What is Customer Engagement Strategy?

A customer engagement strategy is a one kind of plan designed to encourage customers to repeatedly choose your product or service.

The ideal approach to customer engagement depends on several factors but should typically involve providing value, support, and resources. It also needs to make it easy for customers to do business with you by solving their problems quickly and efficiently.

The customer-centric aspect of your business should be felt all the way from marketing and sales to customer service. Your goal is to drive true engagement and encourage long-term loyalty that will eventually grow your customer base. Below are three customer engagement strategies that you can use to boost customer engagement.

Customer Engagement Strategies

1. Use Customer Feedback to Drive Improvements

group of people using laptops

The secret to being relevant in today’s customer-centric world is to give your customers what they want. But how can you give them what they want if you don’t understand their needs? First, you should know who your customers are and the problems you want to help them solve. That’s why you should prioritize their feedback throughout the customer touchpoints.

Some popular ways to engage with customers include conducting online surveys, engaging in social listening, making random but regular phone calls, participating in events and meet-ups, etc.. Regardless of where or how you seek customer feedback, ensure that the customers feel safe enough to be open and honest with you. That said, some feedback is just there to be observed, and you don’t need customers telling you what they want.

For instance, a high abandoned cart or bounce rate on the business website is one piece of feedback you can observe and then use your judgment to respond appropriately. In this case, for instance, the shipping cost may be high and needs to be lowered. Or your customers are forced to register before buying products, which complicates their overall site experience. A high bounce rate could also indicate a poorly designed website, unclear offers, or a poorly responsive/interactive site layout/theme.

By paying keen attention to your customers and their behaviors, you can learn a lot and find ways to boost their experiences. You can also request customer feedback to help you establish and develop your brand identity and to target your ideal market demographics.

2. Leverage Modern Technologies

Another way to enhance your customer experience strategy this New Year is to use modern technologies. These technologies don’t have to be complicated, they just have to make your business processes more efficient. For instance, adopting B2C/B2B marketing automation, such as chatbots, can guide site visitors and enrich their experience on your website.

The other technologies you might consider integrating into your overall business strategy to boost customer engagement include:

  • Virtual and Augmented Reality. AR and VR are no longer the dreaded technologies they once were. Today, businesses embrace these technologies to enable visual and more refined customer journeys. If your products are compatible with most AR/VR apps, such as Google Lens, you’ll have appealed to a larger audience.
  • Cloud. If migrating part or all of your customer-facing operations to the cloud sounds revolutionary, it’s because it actually is. The cloud offers several opportunities, from increased flexibility to rapid scaling capabilities. This will see you communicate and address customer issues across different channels from one central location.
  • Data analytics. Data is one critical element that can greatly improve your business operations if used properly. You can use data analytics software to gauge customer behaviors and make high-level decisions that positively impact customer experience.

Also Read: Core Difference Between Buyer Journey vs. Customer Journey

3. Create a More Customer-Centric Culture 

Most modern businesses emphasize customer-centricity and great company culture, but very few practice what they preach. In fact, only a few have fully integrated a customer-centric culture into their business operations. And it’s easy to see why this is the case.

three people smiling

According to a recent CMO Council report, only 14% of marketers say customer centricity is a crucial aspect of their businesses, and only 11% believe their customers would agree with that statement.

Changing the key aspects of your company culture to make it more customer-centric can be challenging. There would likely be a lot of resistance, even from the customers themselves, but it’s a crucial step to building a culture that truly puts the customer first. Some key steps you can take to create a customer-centric culture include:

  • Sensitize everyone in your organization to understand and empathize with customers.
  • Hire for customer orientation and customer experiences.
  • Ensure employees have access to customer feedback and insights.
  • Link employee culture to customer outcomes.
  • Reward employees who focus on customers and provide great customer experiences.

Besides implementing the tips above, you should also make the customer experience everyone’s responsibility. You can further enhance your efforts by embracing the 4C marketing model focusing on the consumer, cost, communication, and convenience.

The goal is to facilitate direct interaction with customers and encourage employees to intervene directly and build long-lasting relationships with your customers.

Final Thoughts 

Your customers deserve exceptional experiences when interacting with your products and services. One critical step to enhancing their experience is to understand their needs and commit to their growth journeys in ways your competitors can’t.

The goal is to amaze your customers and keep them coming back for repeat business. While there are many ways to accomplish this, some techniques are more sustainable and effective than others.

For example, it’s easy to use customer discounts to keep customers, but it may not be a sustainable strategy. On the other hand, implementing a customer-centric culture may take a longer time to yield results, but it is an ideal long-term customer engagement strategy..

As a business owner, you may need to combine various customer engagement strategies to build your unique ideal approach to customer engagement. The three customer engagement strategies we have highlighted above aren’t exhaustive, but they can guide you in developing a solid customer-focused business.

 

The Impact of Digital Marketing Automation on Senior Living Communities

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In the ever-evolving landscape of senior living, employing robust marketing strategies, including the use of marketing automation, is vital for standing out in a crowded marketplace. Therefore, it is crucial for operators to understand and integrate these technologies. This article will explore how automation and specific digital marketing strategies can optimize outreach and resident acquisition efforts.

two elderly women talking and smiling

The Role of Automation in Senior Living Marketing

Modern marketing automation provides a variety of tools designed to enhance efficiency and efficacy in reaching potential clients. Below are key areas where automation is proving indispensable in marketing for senior living:

  • Email Marketing Campaigns: Automated email campaigns are a cornerstone of effective marketing for senior living. By using automation tools, facilities can send timely, relevant information tailored to the interests and needs of potential residents and their families. This could include updates about facility amenities, testimonials from current residents, or invitations to virtual tours and events. These campaigns help build a rapport by providing consistent, valuable content that assists families in making informed decisions about senior care options.
  • Lead Management: The use of automation software in lead management allows senior living communities to capture and store detailed information about each prospect, from initial inquiry through to move-in. Automated systems can trigger follow-up tasks and send personalized emails based on prospect interactions. They can also score leads based on engagement, greatly increasing the efficiency of the sales process. This ensures that the community responds promptly and appropriately to each prospect, which is crucial for converting inquiries into residencies.
  • Social Media Management: Social media is an invaluable tool for building community and engaging with potential residents and their families. Automation tools can schedule consistent content postings across various platforms like Facebook and Instagram. This ensures a steady stream of engaging material that highlights community events, resident stories, and useful information about living options. Additionally, these tools provide analytics that measure engagement rates. This enables communities to adjust their content strategy to better meet the needs and interests of their audience.

Integrating Advanced Digital Marketing Tactics

To further refine your marketing strategy, incorporating advanced digital marketing tactics for senior living communities can be a game-changer. These include:

  • Targeted Ads: Targeted advertising employs sophisticated algorithms to display ads to specific demographics by analyzing their online behaviors and preferences. This approach ensures that marketing for senior living reaches those most likely to be interested in such services. For example, ads can be shown to adults searching for comfortable retirement options or those seeking amenities such as on-site medical care, thereby increasing the likelihood of capturing relevant leads.
  • Content Marketing: Content marketing involves creating and disseminating articles, blogs, and videos that directly address the queries and challenges potential residents or their families may face when considering senior living options. This strategy not only informs them but also establishes the facility’s authority in the senior living sector. Effective content marketing can boost engagement by providing valuable insights and solutions, fostering trust between the community and prospective residents.
  • SEO Strategies: Implementing SEO strategies enhances a website’s visibility on search engines like Google. This makes it easier for potential clients to find the website when they search for senior living options. This involves optimizing site structure, improving meta descriptions, and using relevant keywords throughout web content. An effectively optimized website attracts more organic traffic, which can lead to increased inquiries and higher occupancy rates for senior living facilities.

digital marketing globe surrounded by icons

Crafting a Comprehensive Senior Living Marketing Plan

An effective senior living marketing plan is well-rounded and adaptive. Key components should include:

  • Market Research: Market research is critical in grasping the dynamics of the local market and identifying the specific preferences and needs of your target audience. This research can include demographic studies to understand age distributions and economic factors. It can also include surveys to gauge service expectations. Additionally, research can include focus groups to test market reactions to potential new services or facilities.
  • Competitive Analysis: Competitive analysis involves examining the strengths and weaknesses of competitors within the market to discover what they excel at and what gaps they leave open. This analysis helps your community identify unique selling propositions (USPs) that can differentiate your services from others. Whether it’s superior medical care, better amenities, or more inclusive community activities, understanding these elements can strategically position your facility in the market.
  • Budgeting: Effective budgeting entails the strategic allocation of financial resources across various marketing channels to ensure the highest return on investment (ROI). This process involves prioritizing spending on high-impact marketing efforts, such as digital advertising and event marketing, and scaling back on less effective initiatives. Proper budget management ensures that every dollar spent contributes to achieving broader marketing objectives and financial stability.

Prioritizing Website Effectiveness

Your website serves as the central hub for your marketing efforts. Implementing essential website updates for senior living communities is critical for maintaining an edge. Updates to consider include:

  • User Experience: Ensuring the site is easy to navigate and accessible, particularly for older adults or their caretakers who are not as tech-savvy.
  • Mobile Optimization: With an increasing number of users accessing information via smartphones, a mobile-friendly design is indispensable.
  • Content Refresh: Regular updates to blog posts, FAQs, and other resources to keep content relevant and engaging.

Taking the Next Step in Marketing for Senior Living

By integrating marketing automation tools, senior living facilities can not only streamline their marketing operations. They can also create more personalized, meaningful interactions with potential residents. These strategies ensure that your community remains competitive and appealing to those seeking a new home for themselves or their loved ones.

To explore how these strategies can be tailored to benefit your community, Contact Us for a free consultation.

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Mastering the Art of Integrated Digital and Social Media Marketing

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Mastering the art of digital and social media marketing is no longer an option. It’s a must. Digital and social media marketing form the backbone of successful brand strategies, offering unparalleled opportunities for engagement, reach, and conversion. Let’s delve into how digital and social advertising work hand-in-hand. We will also explore the myriad ways they complement each other to amplify your brand’s online presence.

Combining Tactics

Digital and social media marketing are two sides of the same coin, each enhancing the effectiveness of the other. Here’s how they create a synergistic effect:

  • Content Amplification: The content you create as part of your digital marketing initiatives possesses significant potential. This potential can be magnified exponentially through social media platforms. By sharing content on various social networks, you can extend its reach far beyond your immediate followers. This allows you to tap into new audiences and spark conversations, which enhances engagement with your brand. It also drives traffic back to your original content, increasing its overall impact and visibility.
  • Data-Driven Insights: The rich reservoir of user data available through social media platforms is a goldmine for marketers seeking to refine their digital marketing strategies. By analyzing patterns in engagement, preferences, and user behavior, you can gain invaluable insights. These insights will inform the creation of more targeted and effective content. This data-driven approach allows for the optimization of ad placements, therefore ensuring that your marketing efforts resonate with the right audience at the right time. This maximizes ROI.
  • Brand Consistency: Achieving a harmonious brand voice and message across all your online platforms is crucial for building a strong and recognizable brand identity. Consistency in your messaging and visuals across digital and social media channels reinforces your brand’s core values and promises. It also fosters a sense of reliability and trust among your audience. This uniformity ensures that regardless of how or where a customer interacts with your brand, they receive a coherent and memorable experience. This experience will strengthen their connection to your brand.

smart phone social media apps

Leveraging the Power of Social Media in Digital Marketing

To harness the full potential of digital and social media marketing, consider the following inbound and outbound marketing strategies:

  • Targeted Advertising: The advanced targeting capabilities of social media platforms allow for the delivery of highly personalized advertisements directly to specific audience segments. By leveraging detailed user data, marketers can craft tailored messages that resonate deeply with their target audience. Detailed user data includes demographics, interests, and online behaviors. This precision ensures that your advertising budget is utilized more efficiently, reaching those most likely to engage with your brand. Consider hiring specific social media influencers that can reach your desired target market.
  • Engagement and Interaction: Social media stands out for its unique ability to foster immediate and direct interaction between brands and their audiences. This interactive environment is perfect for engaging with followers in real-time, soliciting their feedback, answering questions, and even addressing concerns. By actively participating in these conversations, brands can build a loyal community and enhance customer satisfaction. They can also humanize their brand, making it more relatable and trustworthy to their audience.
  • Content Diversity: The dynamic nature of social media platforms makes them an ideal testing ground for a wide array of content types. From engaging videos and informative live streams to interactive polls and captivating stories, the diversity of content formats available allows brands to keep their digital marketing strategies fresh and engaging. This variety helps attract a wider audience. It also helps maintain the interest of the audience over time, therefore leading to increased engagement rates and a stronger online presence.

Best Practices for Integrated Campaigns

For a seamless integration of digital and social media marketing, follow these best practices:

  • Unified Goals: It’s crucial that your digital marketing and social media strategies share common objectives. These objectives can be enhancing brand visibility, attracting more visitors to your website, or increasing sales figures. This alignment ensures that all your marketing efforts are pulling in the same direction, maximizing the impact of your campaigns.
  • Cross-Platform Analytics: Leveraging analytics tools to monitor your brand’s performance across various digital and social platforms is essential. This approach provides a holistic view of your marketing activities, helping you understand what’s working and what needs adjustment, thereby optimizing your strategies for better results.
  • Responsive Engagement: Promptness and authenticity in your interactions on social media can significantly boost your brand’s image. Being responsive shows that you value your audience’s input. Additionally, it fosters a positive brand perception, encouraging your followers to become vocal advocates for your brand.

Crafting a Cohesive Narrative

Your brand’s narrative should flow effortlessly across digital and social media platforms. It should tell a consistent story that resonates with your audience. Here’s how to achieve this:

  • Consistent Messaging: Maintaining a uniform message across all your marketing channels is vital. It’s important to tweak the tone and style to suit each platform’s unique environment though. This ensures your brand’s core message is conveyed clearly, regardless of where your audience encounters it, therefore enhancing message retention and brand loyalty.
  • Visual Branding: Employing a consistent set of visual elements such as logos, color schemes, and imagery across your digital and social media outputs is key to building a strong brand identity. This visual consistency makes your brand easily recognizable, fostering a sense of familiarity and trust among your audience. The obvious platform that can help you achieve these goals is Instagram.
  • Integrated Campaigns: Designing campaigns that effectively bridge digital and social media channels can leverage the inherent strengths of each platform, thereby ensuring a cohesive and impactful marketing effort. This integrated approach ensures that your campaign’s message is amplified. The amplified message will reach a broader audience and drive towards your unified marketing objectives.

Embracing the Future of Marketing

people around computer notifications

As we look toward the future of marketing in 2024, the integration of digital and social media marketing will only become more vital. Staying ahead of the curve requires a commitment to ongoing learning, adaptability, and a willingness to experiment with new technologies and platforms. By embracing the synergies between digital marketing and social media advertising, you can craft compelling, cohesive campaigns that captivate your audience. These campaigns will also drive meaningful results.

The interplay between digital and social media marketing is not merely a strategic advantage but a necessity in today’s digital landscape. By understanding and leveraging this integration, you can elevate your brand’s online presence. You can also engage more deeply with your audience, and achieve your marketing objectives with greater efficiency and impact. The journey towards digital marketing mastery is ongoing. At its heart lies the powerful duo of digital and social media marketing. The two work in concert to propel your brand to new heights.

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Empowering and Transforming Digital Marketing with AI

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Introduction to AI in Digital Marketing

Artificial Intelligence (AI) is not just a buzzword but a pivotal game-changer. AI and digital marketing are increasingly intertwined, revolutionizing how marketers approach their strategies. Embracing AI can significantly enhance your marketing efforts, from personalized customer interactions to streamlined operations.

Personalization at Its Best

AI excels in creating personalized experiences for users. By analyzing vast amounts of data, it enables:

  • Tailored Content: The ability to understand and act on user preferences changes the game. This smart system crafts content that feels tailor-made, from recommendations akin to Netflix’s model to targeted advertising, enhancing user engagement significantly. Stevens & Tate offers insights on leveraging such capabilities in Creating Content That Resonates.
  • Predictive Analysis: This technique is reshaping how strategies are formed. By analyzing user interactions, this technology forecasts future needs, allowing businesses to stay a step ahead. The result? Campaigns that not only meet but anticipate customer desires, as discussed in Predictive Analysis in Marketing.

Cost-Effective Marketing Solutions:

The deployment of this technology has been transformative across sectors:

  • Automated Customer Service: Virtual assistants and chatbots, working round the clock, have redefined customer service in retail, banking, and healthcare, significantly cutting costs. Retailers use this technology for real-time recommendations, while banks offer instant account assistance. Healthcare and telecommunications benefit similarly, enhancing efficiency without sacrificing quality. The impact of AI in customer service is further explored in AI and Customer Service: A New Frontier.

These systems constantly evolve, learning from past interactions to improve future engagements, thus becoming an indispensable tool in customer service.

  • Efficient Resource Allocation: This smart technology dives deep into the outcomes of various campaigns to pinpoint the most effective marketing channels. By doing so, it ensures that every dollar spent is used in the most efficient way possible, leading to a more impactful marketing strategy and improved financial outcomes. This precision in resource allocation not only saves money but also amplifies the reach and effectiveness of marketing efforts.

Streamlining Marketing Efforts:

  • Enhanced Lead Generation: By leveraging advanced data analytics, this technology sifts through data to identify high-potential leads with remarkable accuracy. This process not only streamlines the targeting process but also enriches the sales funnel with quality prospects. The result is a more efficient marketing strategy that not only captures interest but also fosters lasting engagement, leading to better retention and conversion rates.
  • Optimized Ad Campaigns: With the ability to make real-time adjustments, this technology ensures that advertising campaigns are always performing at their best. By continuously analyzing engagement and conversion data, it keeps campaigns aligned with audience preferences and behaviors, leading to more effective engagement and a higher return on investment. This adaptability means that marketing messages remain fresh and relevant, deepening the connection between brand and audience.

Customization of Products and Services:

  • Predictive Product Development: By staying one step ahead of market trends, this technology empowers businesses to develop products that are ready for the future. It uses predictive analytics to forecast upcoming market demands, enabling companies to innovate proactively. This forward-thinking approach is essential for staying competitive and relevant in rapidly changing markets.
  • Service Personalization: This technology takes personalization to the next level by analyzing individual customer data to tailor services and products. By understanding the unique preferences and needs of each user, it enables businesses to offer highly personalized experiences that resonate on a personal level. This customization not only enhances customer satisfaction but also fosters loyalty, making users feel truly valued and understood.

For further exploration of AI’s impact on digital marketing, resources such as Marketing AI Institute and Forbes Insights on AI provide comprehensive information and case studies.

 

Click Here to Read More About WPBakery AI

Overcoming the Cons of AI in Marketing

While AI offers numerous benefits, it’s crucial to address its limitations:

  • Human Touch in Chatbots: While AI-powered chatbots provide efficiency, integrating human customer service ensures a balanced approach. This combination offers the quick resolution of simpler queries through AI, while more complex issues are handled by humans. This hybrid model ensures that while technology streamlines the process, the human element preserves empathy and understanding, crucial in customer relations.
  • Balance Between AI and Human Creativity: While it is true that AI offers valuable data-driven insights, it cannot replace human creativity and intuition. The most effective marketing strategies combine AI’s analytical strengths with human creativity and emotional intelligence. This synergy ensures that marketing campaigns are not only data-efficient but also creatively appealing, resonating with the human aspect of the target audience.
  • Accuracy of Algorithms: The effectiveness of AI is contingent on the quality of data it processes. Inaccurate or biased data can lead to flawed outcomes. Therefore, continuous monitoring, updating, and refining of AI algorithms are essential. This vigilance ensures that AI remains an accurate and reliable tool in marketing, adapting to new data and evolving market trends.

The use of AI in digital marketing offers a wide variety of useful benefits. From personalized customer experiences to cost-effective strategies and streamlined operations, AI is reshaping the marketing landscape. However, it’s crucial to maintain a balance between automated AI processes and the irreplaceable human touch. By thoughtfully integrating AI into your marketing strategies, you can stay ahead in the competitive digital arena, turning leads into loyal customers more efficiently.

 

holiday digital marketing

What’s Trending in Marketing For November 2023

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Welcome to our November 2023 edition of “What’s Trending,” where we bring you the most relevant marketing trends and insights. Stay informed and ahead of the game with our curated collection of marketing trends and reports in winter 2023.

Noteworthy Marketing Trends and News

The Guardian view on festive marketing: stop spending like there’s no tomorrow

In 1998, a British newspaper introduced “Black Friday” as a post-Thanksgiving shopping phenomenon in the US. Today, global spending on advertising during the festive season is predicted to reach a record £9.5bn. However, the environmental impact of promoting overconsumption is a growing concern. The Guardian explores the idea of banning or regulating ads to address misleading environmental claims. The Advertising Standards Authority (ASA) is criticized for its lax approach, with only a small fraction of environmental ad complaints investigated. Tightening regulations is proposed as a step toward aligning advertising with the urgent need for climate-conscious practices.

Microsoft Advertising Shares Holiday Season Marketing Playbook

Elf A SelfieMicrosoft Advertising provides insights in its Festive Holiday Marketing Playbook to help businesses enhance holiday sales. Key points include understanding the timing of revenue peaks around Black Friday and Cyber Monday, leveraging deal-seeking behaviors among consumers, and capitalizing on search for online and in-store purchases. The National Retail Federation predicts a 3-4% increase in US holiday spending. Advertisers are encouraged to align strategies with the ‘Cyber-5’ period and utilize search for targeted advertising. 

Popular cereal gets Bud Light treatment after sneaky marketing campaign

Kid Rock’s anti-Bud Light campaign, sparked by the beer brand’s association with a transgender model, has now shifted to target Kellogg’s-owned Froot Loops in Canada. The cereal faces a boycott after promoting equity, diversity, and inclusion on its boxes, urging kids to practice pronouns. Social media users criticized the move, with some accusing it of “woke indoctrination.” Froot Loops’ digital library, tied to the promotion, offers diverse topics for families. The backlash reflects an ongoing trend of brands facing criticism for perceived political messaging, following controversies like Bud Light’s partnership with a transgender model and Target’s transgender branding frenzy.

Find these articles interesting? You may like: Creating Successful Holiday Marketing Campaigns

Learning Marketing Trends and Ideas

Micro Moments: A New Consumer Behavior in Marketing

Successful businesses understand that consumer behavior in marketing does not stay the same. Consumer behavior changes based on a variety of factors, including new tools and ways of using those tools. The smartphone drastically changed consumer behavior in marketing. This happened somewhat recently, yet people already spend roughly 3.5 hours a day on their phones. The way that a person interacts with their phone is much different than how they interact with TV, magazine ads, or their computer. As a result, marketers must expand the ways in which they engage with consumers in order to continue capturing their attention. Continue to read here. 

Essential Website Updates for Senior Living Communities

According to a study by the Pew Research Center, as of 2021, 73% of adults over the age of 65 in the United States use the internet. This number has been steadily increasing over the years, highlighting the importance of a strong online presence for senior-focused businesses. This article will explore key website updates that senior living communities should consider. The goal is to stay relevant and provide the best possible experience for their audience. Continue to read here. 

The Brand Loyalty Of Generation X

Consumers like certain brands. They develop a trust that the brand’s products are of the right quality and a good value. That trust, along with other positive emotions, causes consumers to develop brand loyalty, where they tend to buy certain products from particular brands now and into the future. How brand loyalty works depends on many factors, age and status in life being two. It is critical to understand how a particular generation develops brand loyalty. The insights gained by this understanding make marketing to the generation in question much easier. Let’s look at Generation X for example. Continue to read here.

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

Recent Marketing Trends, Reports, and Updates

2024 B2B Tech Marketing Trends: The Year Of Authenticity 

As 2024 approaches, marketing trends point to a shift from traditional content to richer experiences, a return to genuine human interactions amid automation, and a move beyond numerical dominance in analytics. AI’s role may bring humorous hiccups, emphasizing the value of human intuition. Niche specialists are expected to dominate the influencer landscape. Return on investment will extend beyond financial metrics, and marketing strategies will shift away from linear funnels to dynamic customer journeys. Hyper-personalization is seen as a double-edged sword, requiring a balance between relevance and privacy. Success in 2024 involves revisiting core values and creating meaningful connections.

Ogilvy reveals key influencer marketing trends for 2024

The report cites how live streaming across social platforms will continue to be a critical medium. Sixty six percent of brands already report that creator-led content delivers more ROI than traditional ads. Influencers could see revenue opportunities through live streaming over traditional subscription models as more platforms integrate payment schemes. 

Predicting the top 5 digital marketing trends for 2024 

Over the past year, significant changes occurred in the digital marketing space: the DOJ’s antitrust lawsuit against Google finally going to trial, Apple’s iOS 17 introducing more privacy-centric features that upended the tracking status quo, the EU issuing multi-million-dollar fines against Criteo for GDPR violations, streaming TV overtaking linear TV in viewership, the collapse of MediaMath, Amazon’s impending launch of ads on Prime Video, and—finally—Disney and Spectrum agreeing to a revolutionary new model for linear TV programming and the ways that content providers and multichannel video programming distributors (MVPDs) work together. See the top 5 digital marketing predictions.

Read Article: What We Can Learn from Viral Video Marketing & Examples of How It’s been Successful

What’s Trending In Marketing For August 2023

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Hello and welcome to our August 2023 edition of “What’s Trending,” where we bring you the most relevant marketing news and insights. This month, we dive into the revival of an infamous fast food mascot and explore current trends to watch out for in the summer of 2023. Stay informed and ahead of the game with our curated collection of marketing updates and reports.

Noteworthy Marketing News

 

Quiznos eyes comeback as they bring back Spongmonkeys mascots. 

In a new ad campaign from the famed sub sandwich company plans to bring back the creepy corporate mascots, the Spongmonkeys. After years of decline and a 2014 bankruptcy, Quiznos is making a comeback by franchising new locations. The quirky rodent-like characters aim to revive the brand’s popularity. With just over 150 locations left, Quiznos is determined to regain its place in the restaurant industry and attract customers with the nostalgic return of the Spongmonkeys. Read more here. 

Twitter loses almost half of advertising revenue since Elon Musk takeover.

Since Elon Musk’s $44bn acquisition of Twitter in October, the platform has faced a substantial 50% drop in advertising revenue. The company’s anticipated sales growth in June did not materialize, though July showed some promise. Musk’s cost-cutting measures, including laying off about half of Twitter’s staff, aim to address the platform’s struggles. Meanwhile, rival app Threads has gained traction with an estimated 150 million users, while Twitter grapples with heavy debt and negative cash flow. Despite challenges, Musk aims to turn the platform around. Linda Yaccarino, the new CEO, emphasizes video, creator, and commerce partnerships to boost ad sales. However, the road to recovery may be prolonged due to pre-Musk revenue declines and competition. Read more here.

Netflix scraps low-tier ad free plan.

Netflix’s ad-free $9.99/month basic plan is being discontinued in the US and UK, impacting both new and returning members. However, existing users have the option to keep their current plan until they decide to cancel. Alongside this move, Netflix is introducing a new $7/month plan with commercials. This decision is part of the company’s strategy to diversify its revenue streams and remain competitive in the rapidly evolving streaming market. Notably, Netflix’s recent emphasis on its ad-supported tier has yielded positive results, attracting nearly 5 million monthly users and creating an enticing opportunity for advertisers. Read more here.

Improving Your Marketing Program 

 

Core Difference Between Buyer Journey vs. Customer Journey.

Discover the core difference between the buyer journey and the customer journey in this insightful article. Uncover the stages consumers go through before making a purchase decision and how businesses can nurture relationships post-purchase to build brand loyalty and create brand ambassadors. Learn valuable strategies to engage customers and ensure the long-term success of your business. Don’t miss out on these essential insights! Click here to read the full article.

The Importance Of Lead Generation Content Marketing.

Learn the power of lead generation content marketing in boosting your business growth and attracting potential customers. Discover how to create compelling content that converts prospects into loyal leads, standing out from tough competition. Quality content with specific purposes and formats, along with consistent publication, helps build trust and credibility with your audience. Don’t miss this opportunity to transform your company’s online presence. For a consultation, visit the link below and take the first step towards a successful content marketing strategy. Click here to read more.

8 Reasons to Invest in OTT Marketing.

Discover the top 8 reasons to invest in OTT marketing. With close to 200 million streaming viewers expected in the next few years, OTT advertising reaches a massive audience. Target your audience more effectively using GPS and behavioral data. Unlike traditional TV ads, people engaged in streaming content are more likely to watch entire ads. Personalized OTT ads improve engagement and yield better data on viewers. Flexible campaigns allow real-time adjustments for improved results, and A/B testing helps fine-tune your strategy. Paying for ad views, OTT ads offer a cost-effective and high ROI approach to complement your inbound marketing efforts. Read more here. 

Recent Marketing Reports, Updates, and Trends

 

As we enter the peak of summer ’23, the advertising realm is abuzz with thrilling trends. Artificial intelligence continues to transform content creation with innovative and easy to use tools such as, chatGPT and Jasper.  Among Gen Z, Instagram Reels reigns supreme as the favored social medium, offering brands an avenue to showcase authenticity and engage viewers. Short-form videos dominate summer marketing campaigns, while Influencers maintain their impactful role in fostering genuine connections. These are just a few of the key trends shaping the industry this season. To discover more about these trends and beyond, explore the full article here.

How does ‘Estimated read time’ in your meta description impact SEO?

In a recent poll by Search Pilot, the impact of adding “estimated read time” to meta descriptions was examined. While many believed it wouldn’t affect organic traffic, some thought it could be positive. However, the majority’s prediction was correct, as the display of estimated read time had no noticeable impact on site traffic. This finding highlights the importance of SEO testing and being cautious when following competitors’ actions. The article showcases the significance of user polls in understanding marketing trends. Read more here. 

Hootsuite’s Social Media Trends 2023.

The 2023 social media marketing landscape presents challenges due to economic uncertainties. Despite this, social media marketers enjoy increased budget and autonomy, as the profession matures. Successful marketers will carefully assess opportunities and consider long-term impacts in their strategies. The 2023 social media trends report offers valuable insights to navigate this defining year in the industry. Embrace these trends to optimize marketing strategies amid the evolving social media landscape. Read more here. 

 

Free Marketing Consultation

 

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How to Create a Senior Living Marketing Plan

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You must invest in a robust senior living marketing plan if you want your senior living facility to stand out from the competition. Statistics show that approximately 2% of seniors live in assisted living facilities in the United States, translating to about 810,000 people.

This population lives in nearly 30,000 assisted living facilities. Competition is stiff among service providers as the demand for assisted living facilities and services continues to grow.

A well-defined marketing plan can be the answer you need to beat the competition. It should clearly define your objectives and explain them in a way that boosts your return on investment. This post guides you on developing a senior living marketing plan that works.

The Importance of Marketing for Senior Living

Retirement communities and senior living facilities are among the expensive and lifelong financial decisions people research extensively before making a decision. With the advent of the internet and other technological solutions, 40% of seniors can now use the internet to research their options.

Therefore, consider having a digital marketing plan that makes it easy for seniors and their loved ones to find your senior living community. The following tips can increase interest in your senior living facility and boost occupancy levels.

1. Define Your Business Goals

When marketing your senior living facility, your marketing plan must have specific, strategic, and measurable goals. Create a list of what you want to achieve through your marketing strategy, for example:

  • Increase brand awareness
  • Increase sales
  • Improve your facility’s online presence and drive more traffic
  • Build and nurture relationships with the current community
  • Attract and convert new prospects
  • Improve retention rates

Each of these objectives may require a different approach to marketing. While identifying the objectives, establish what’s missing, what you could do better, and where your facility falls short. Your marketing plan could help you work on these areas for more effectiveness.

2. Update Your Website

Ask yourself how easy it is for people to navigate your website and find the information they need. Even for individuals who are not tech-savvy, using your website should be seamless. It also should load quickly, given that most websites have an average bounce rate of 45% on mobile devices and 43% on desktops.

Your site’s bounce rate indicates the number of people who land on your site’s landing page and then leave immediately. If your site takes time to load, visitors are likely to leave as soon as they open the page, which is bad for your marketing efforts.

As the virtual door to your senior living facility, ensure your website meets the following qualities:

  • It has a friendly and simple design
  • Is visually appealing, with attractive brand colors and images showcasing your facility’s amenities
  • Quickly loads on different devices
  • Has freshly updated content, images, and information
  • Downloads quickly to enhance Google’s ranking metrics

If you don’t have a website already, consider creating one. You could hire a senior living marketing agency to do the work. Experts can get you a customized website that stands out from the crowd and sets you up for success.

3. Use Content That Resonates with Your Audience

Your audience craves content that educates, engages, and informs them about various aspects of your senior living facility. Your job is to ensure that you avail it to them in the form of the following:

  • Blogs with keyword-rich content
  • Premium content that entices readers to share their email addresses
  • Social media content
  • Automated email marketing

This list of content marketing strategies isn’t exhaustive. It would help to brainstorm with your marketing team about the other types of content you can incorporate into your senior living marketing plan.

4. Focus on the Potential Return on Investment, Not Just the Budget

Marketing a senior living facility is a financial concern because it costs money. It’s natural to worry about the marketing budget, especially when it’s insufficient. Sadly, cutting corners or scrimping can cost your marketing efforts in the long run. A marketing plan should be extensive enough to reach the following:

  • Seniors and families who have just started considering assisted living as a retirement option
  • Potential residents looking to sign up for your services
  • Seniors who are comparing different living facilities
  • Families of seniors already living in your facility

With such a large audience to reach, your marketing plan should entail various marketing approaches to satisfy the needs of the different groups. That translates to a budget of between $20,000 and $30,000 to initiate a marketing plan. You also must inject an additional 6-10% of your annual revenue for ongoing marketing.

When you consider all these expenses, it can be tempting to drop your senior living marketing plan. However, that should be the last thing on your mind. Instead, focus on the return on investment you can potentially gain from your marketing plan. Partnering with a reputable marketing agency can help make this a reality instead of a far-fetched dream.

5. Check What People Are Saying About Your Senior Living Facility Online

Negative online reviews can dramatically hurt your marketing efforts and damage your reputation. Ensure you have someone in your marketing team respond to the concerns people raise as soon as possible.

Doing so creates the impression that your community is willing to make things right when they go wrong. Your viewers and potential clients would rather see a good response to a bad review than no response at all.

Getting Started with Your Senior Living Marketing Plan

Your strategy for marketing the senior living facility is crucial to improve its occupancy. At first, everything can feel overwhelming, and you may not be sure what to do to achieve tangible results. Above are a few tips that could bring your senior living facility to the forefront and create brand awareness.

The list isn’t exhaustive, and there is much more you can achieve with the help of experts from a senior living marketing agency like Steven & Tates. With a multi-disciplinary marketing team on your side, it’ll be easier to think through a marketing plan that works.