The internet has changed the way people are buying, and it has dramatically impacted the way senior living companies are expected to market. It has given consumers a tool to educate themselves on your services before ever visiting a community.
Outbound vs. Inbound MARKETING
Two distinctly different marketing approaches exist today. The one that defines the marketing strategy of most senior living companies is called Outbound, or Interruption, Marketing. This method of marketing is all about ‘interrupting’ the senses or disturbing the typical patterns of a prospect with a company’s message. You can see this type of marketing done through TV commercials, magazine ads, yard signs, billboards, direct mail, and so on. It is expensive and sometimes impossible to track an accurate return on a marketing investment.
Outbound Marketing is designed to say, “Hey! Stop what you are doing and look at me!” But with so many people competing for your prospects attention, residents and their families everywhere are quickly letting us know that they are experiencing an overload of interruption.
The other form of marketing is called Inbound Marketing. This approach takes into account the frustrated and interrupted consumer and says “Don’t worry, I’ll be here when you are ready, and I will be easy to find.” Inbound Marketing is about utilizing today’s most used marketing platform, the internet. It’s about creating, growing, and engaging your company’s presence so much that your future residents can’t help but find your community when they are ready to start looking.
Once they find you, they become qualified leads through a multitude of conversion paths that are designed to engage and interact with each. This inbound approach allows any senior living community the ability to customize, personalize, and track the entire marketing effort.
81% of people research your community
online before every making a phone call
or scheduling a visit
So, do what you can now to begin building your companies ecosystem of online content. Here are five reasons you should look into incorporating an inbound strategy into your senior living marketing today.
1. It’s Easy to Track
Unlike it’s ugly and non-trackable brother, Outbound, Inbound Marketing allows senior living companies to track brand growth, online exposure, lead generation, and to see how marketing efforts are returning on your investment. Inbound Marketing agencies help companies analyze website data to maximize web performance, increase organic search rankings, and improve conversion rates of website Call-To-Actions. By tracking all of these data points, we can help you generate more qualified leads and enhance your occupancy rates.
2. It’s the way people WANT to find you
There has never been a more educated and informed consumer in history, and it’s all thanks to the internet. Research about your services or your competitors’ services can be done from anywhere, anytime. If people have a bad experience on your website today, not only will they not come back to your site, but they are left to assume the quality of your care is just as bad. In a world where information is readily available, traditional advertising just can’t compete. Having helpful information for the user, or content can help your company show its expertise and excellence online, so people are moved to visit. Then, on top of that, you can improve your local market find-ability through ongoing Search Engine Optimization.
3. It builds trust and expertise
When trying to stand out from the competition, it is essential that your brand is seen as trustworthy and as the expert in senior care. Crafty marketing language is no longer enough to persuade someone that your community is the best choice.
A quality, senior-living focused, Inbound Marketing approach helps your company build trust and expertise with your prospects by creating:
- Regular and relevant blogs, engaging videos and animations
- Social media consistency
- Personal testimonials
- Relevant case studies
- And more to connect with each site visitor uniquely!
4. IT SAVES YOU MONEY
Traditional advertising can be expensive, and it is tough to track return. Also, because it is costly, it probably isn't utilized enough to gain traction. How much money did your community spend on advertising and other traditional marketing efforts last year? Was it worth it?
An Inbound Marketing approach to internet marketing can be very scalable as your community grows and very trackable as the leads come in. The strategy should be to continually develop new content for you to use online, in sales conversations, or in your community. Then you can tie everything back to your online efforts to follow overall effectiveness and so you can track the return on your investment. Overall, you save money because you begin to only spend money on what is working and you stop wasting money on what is not.
5. It’s personalized
Today’s consumer wants a personalized experience. They want to feel like your community understands their specific needs and wants. They want the potential care you provide their loved one to be customized and performed ‘like family.’ Internet Marketing allows you to provide a taste of a custom experience from the beginning. It’s important to find an agency that allows you to customize website visits and your ongoing communication with a lead or resident’s family while still keeping things scalable for your team.
Are you interested in learning more about how Markentum can improve your overall community marketing approach? We will provide a free evaluation of your current internet strategy and show you how a strategic inbound effort is exactly what you are missing.