Senior livingdigital strategies

The 5 Critical Tactics You Need to Know

WHO WE ARE

Cort DaviesDirector of Digital Marketing

Carrie BarrettSocial Media Consultant

Roman BillsDirector of Performance

Media & Analytics

WHAT WE’LL COVER

Website Usability Search Engine Optimization Paid Search Social Media Analytics

A LITTLE BIT OFBACKGROUND

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 THEMTHINK

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 ofResidents &

Food

Additional: HD Video Maps with

community information

Community Features

HD Imagesof

Community

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 PEOPLEWHAT 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”

Meta Desc.

Title Tag

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

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.

“What content in my ads would convince my ideal customers to contact me?”

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 SPEAKINGMY 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

ANALYTICS:CAN YOU PROVE IT?

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

WEEKLY PERFORMANCE REPORT

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

Q&A

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Thank you!