"Senior Living Digital Strategies" Webinar - 5 Assisted Living Marketing Ideas

Senior living
digital strategies
The 5 Critical Tactics You Need to Know

WHO WE ARE
Cort Davies
Director of Digital Marketing
Carrie Barrett
Social Media Consultant
Roman Bills
Director of Performance
Media & Analytics

WHAT WE’LL
COVER
 Website Usability
 Search Engine Optimization
 Paid Search
 Social Media
 Analytics

ADULT CHILDREN ON INTERNET
 Huge increase in baby boomers
using internet for information
 Need for simplicity
 Ease of use
 Searching for local solutions
 Digital now more effective than
traditional marketing

USABILITY:
DON’T MAKE THEM
THINK

WEBSITE DESIGN AND USABILITY
 The FACE of your brand
 Website usability most important
 Clean, simple to navigate, portray
your great service
 Poor website = poor branding and
poor reputation

WEBSITE DESIGN AND USABILITY
 Examples of poor usability:
 Confusing navigation
 Old and unclear images
 Hard to find community pages
 Hard to find calls to action
(phone numbers, email, forms,
etc.)
 Your website visitor must know
what to do instantly when visiting
your site

THE HOMEPAGE
Smiling Faces
Clean Navigation
Community Search
 Build trust to your
brand
 Give prospect
good feeling about
you
Social Media Icons

THE COMMUNITY PAGE
Calls to Action
Images of
Residents & Food
 Additional:
 HD Video
 Maps with
community
information
HD Images
of Community
Community Features
Open House &
Client Reviews

OTHER CRITICAL WEBSITE NEEDS
 Google Analytics and Webmaster
Tools
 301 redirect from old site to new site
 Blog under same URL
 Communities under same URL
 Social Icons
 Forms working properly
 Website load speed
 Dynamic call tracking

DIGITAL MARKETING STRATEGY
 Drive qualified traffic to your community pages
 Generate phone calls and form leads for tours
 Build brand trust through content and social
media
 Capture more business from online sources
 Obtain market share from large lead
aggregators like A Place For Mom and
Caring.com
 Lower your cost per acquisition

SEO:
GIVE THE PEOPLE
WHAT THEY WANT

SEARCH ENGINE OPTIMIZATION
 If done properly, SEO will be your most
valuable lead source
 SEO builds brand trust and brand
loyalty because it’s more “informational”
and less “salesy.”
 Takes time and effort
 Be specific with goals (tours, deposits,
phone calls, etc)
Example SERP for
“Denver Assisted Living”
Title Tag
Meta Desc.

ON-SITE SEO
 Start 30-60 days before website launch
 Proper keyword research
 Competitive analysis
 Title tags and meta descriptions
 Content/Duplicate
 Image tags
 Internal Navigation
 URL Structure
 Onsite Blog
 301 Redirects
 SEO tracking and tools
 Testing

OFF-SITE SEO
 Referred to as Content
Marketing or Digital PR
 Guest Blog Posts
 Reviews
 Social Media Content
 Online PR

LOCAL SEO
 Google + Business Listings
 Each locations should have own page
with reviews and citations
 Optimized for “local” searches
 Obtain reviews from residents and adult
children to use on Google + Business
Listings
Example Map SERP for
“Denver Assisted Living”

SEO CONCLUSION
 Searches becoming more local
specific for brick and mortar
 Get community pages to rank in
Google + Business and Organic
 Will most likely end up being your
most valuable and cost effective
lead source
 Take market share from large
aggregators and large competitors

PAID SEARCH:
SPEND WISELY,
NOT WIDELY

PAID SEARCH
 Pay per click
 Great combo with SEO
 Can compete against large
aggregators
 Simple metrics
 Back into acceptable cost per lead

PPC CAMPAIGN
 Google AdWords account
 URLs for all your community pages
 List of keywords for each community
 Ad groups for each community
 Ad copy for each ad group with keyword
in ad title
 Site links (Number, blogs, maps,
amenities, etc.)
 Strong “calls to action” on community
pages

EXAMPLE AD COPY
“What content in my ads would convince my ideal
customers to contact me?”
 As you will notice the keyword is in the title
“Denver Assisted Living.”
 “Providing Quality Care For 30+ Yrs.”
qualifies them
 “Find The Right Assisted Care Now!” is one
call to action
 There is even one site link, which is a
clickable map and a telephone number for a
secondary call to action.

TESTING
 Develop KPIs for your campaign (cost per
acquisition, cost per tour, cost per deposit,
etc.)
 Consider spending $500-$1000/month per
community to test PPC for 60-90 days.
 Constantly update and change ad copy and
keywords to work toward optimal
conversions.
A
B

ADDITIONAL PPC
 Always bid on your own company name to
prevent competitors from doing so
 Exact match keywords will ideally be your
best converting keywords.
 Great converting keywords in PPC will be
great information for SEO campaign
 Make sure “sitelink” pages have calls to
action

PPC CONCLUSION
 Possible to cut down CPA by half or more
 You can compete with large competitors
 Should be done in conjunction with SEO
 Real measurable data and quick lead
generation

SOCIAL MEDIA:
ARE YOU SPEAKING
MY LANGUAGE?

SOCIAL MEDIA
 Word of mouth marketing is more
powerful than ever
 Connect with customers and potential
customers on social sites where they
shop and research purchase decisions
92%of consumers
say word-of-mouth
recommendations are the
top reason they buy a
product or service.
58%of consumers
report to trusting
businesses which have
positive reviews from
others.
77%of people
need to see fewer than
ten (10) reviews to compel
them to purchase.
72%of consumers
surveyed said that they
trust online reviews as
much as personal
recommendations.

SOCIAL MEDIA STRATEGIC DESIGN
 Competitive / Industry analysis
 Social Analytics with GA data pulls and
social CMS
 Identify social network priorities which
align with target audience
 Social Media Channel Design &
Optimization
 Content Strategy
 Digital PR / Influencer Outreach
 Paid Social Ads

SOCIAL MEDIA INTEGRATION
 SEO + Social = Content Marketing
efforts
 PPC/Display + Social = Sophisticated
paid social strategies with PPC best
practices and data
 Website + Social = Compelling
community hub for users to navigate
ideal channels to connect with the
brand and see news feeds in one
location (ex: Social Community Page)

SOCIAL MEDIA CONCLUSION
 Social media touches all digital
components
 Strive to connect with the top
influencers in your industry to
perpetuate brand awareness and drive
sales through brand ambassadors
 Social is infused in everyday
communication and how people
communicate and make purchase
decisions

WEBSITE & MEDIA ANALYTICS
 A good analytics platform should
 Capture and process data in real-time
 Produce simple yet insightful reporting tailored specifically to your
business needs

“POST-CLICK” MEDIA ATTRIBUTION
Google Analytics

“PRE-CLICK” MEDIA ATTRIBUTION
Ad Server

CLICK TO CALL & CALL TRACKING
 Paid Search Visitors Assigned Unique #s
 Cookie to preserve users’ #s
 Call logs:
 Keyword (Ad Group)
 Search Query
 Location
 Source Data
 Data sent to DMP & Bid Optimization
Platform
 Calls become a biddable goal.
 Future: pass more conversions back to
keywords.

85SIXTY REPORTING PLATFORM
 Key features of our platform:
 Flexibility
 Shared Insights
 Real-time Reporting
 Data Consolidation
 Data Portability
 Visualization
 Predictability

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"Senior Living Digital Strategies" Webinar - 5 Assisted Living Marketing Ideas

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