Trends changing the digital marketing approach

Are you managing your online story?

Exceptional digital customer service

DIGITAL STORYTELLING

On average, senior living communities

see at least 30-40% of their initial

inquiries coming from their websites.

10% 15%

20%

35%

2005 2008 2010 2013

Percentage of Total Leads from the Web

SENIOR LIVING DIGITAL TRENDS

800 970

1,230

1,450

2009 2010 2011 2012

Average Website Visits per Month

SENIOR LIVING DIGITAL TRENDS

Mobile visits to senior living

websites rose from 5% in January

2011 to 20% in March 2013

- Source: GlynnDevins

Prospects no longer have only

online or offline experiences; they

have integrated brand experiences.

The average consumer uses 10.7

sources before buying, twice as

many as in 2010.

- Source: Google

Consumers can do A LOT of research online

before making a decision to visit a community,

and before we know they’re even considering our

community.

Often the Internet has empowered people to

know more about the product they’re going to buy than the person selling it to them does.

THE INTERNET HAS CHANGED THE WAY OUR PROSPECTS LEARN

ABOUT OUR COMMUNITIES

Google, ZMOT

THE TRADITIONAL BUYING SEQUENCE (B2C)

Google, ZMOT

BEFORE A PROSPECT ENGAGES WITH YOU, THEY RESEARCH

ONLINE.

Google, ZMOT

ZMOT IN ACTION

Are you managing your online story?

WHY SHOULD YOU CARE ABOUT REVIEWS?

Reviews tell your story from a customer’s point of view.

Reviews are key to building consumer trust.

People use them to help make decisions: 78% of Americans agree that online reviews

influence their purchases. (Ipsos)

24% of American adults have posted comments or

reviews. (Pew Research)

Reviews impact search engine rankings.

HOW CAN I BE PART OF THE CONVERSATION?

Reputation management/monitoring

Be more proactive.

Be better prepared.

Arm yourself with tools to keep you engaged

and to help you participate in the conversation.

MONITOR THE CONVERSATION

Need the ability to track the online reviews in one location:

Average ratings

Number of reviews

Content

Get alerts when new reviews are posted.

Foster, monitor and engage with

online reviews.

The health of your community is only

as good as the people who perceive it.

Creating an exceptional digital

experience helps tell your story.

MORE DIGITAL LEADS = MORE DIGITAL SALES CULTIVATION

Often the first impression.

Respond before your competition.

Respond in the same manner in which you

were contacted.

Personalize communication – there is a human on the

other end of that email or website request.

Be more conversational – showcase your

community hospitality.

Keep in touch with valuable, segmented, well-timed email.

Responding to online leads within an

hour generates 7X the conversations.

- Source: Harvard Business Review

PROVIDE CONTENT THEY CAN CONSUME ON ANY DEVICE

GIVE USERS THE OPPORTUNITY TO CONVERT HOWEVER THEY WANT

CHAT AND MOVE THEM CLOSER TO A VISIT

GIVE THEM MORE WHILE THEY’RE INTERESTED

COMMUNICATE VIA TEXT WITH PIS, ACIS AND PROSPECTS

KEEP THINKING ABOUT THESE THINGS…

How is my brand perceived on the Web?

Am I engaged in the digital conversation about

my community?

How am I managing my online leads? Am I delivering

superior customer service?

Tell your story

Digitally.