Whether you are an experienced marketer or are just beginning your marketing efforts, you likely have marketing objectives that you want to reach (and hopefully, exceed!). One of best ways to approach these goals is by creating a comprehensive marketing strategy.
Simply stated, your marketing strategy is a plan that should contain all of your company’s marketing goals and objectives. It outlines your goals in a way that makes them achievable.
As a digital marketing agency, Markentum understands the importance of creating and following a comprehensive marketing strategy. By doing so, you ensure that you are promoting your company and services in a way that aligns with your company’s goals. As opposed to utilizing marketing efforts with no direction, a comprehensive marketing strategy outlines where you should be spending your time and energy to achieve measurable results.
To help your senior living community gain momentum this year, we want to share a few tips for creating a comprehensive marketing strategy.
Evaluate Your Current EFFOrtS & Results
What are you currently doing that is working for your company? Where are your efforts falling flat?
A great place to start is with your current marketing strategy. Look at the data from your company’s past marketing efforts to determine what you are doing that leads to your desired results and what areas your marketing strategy could improve.
- Are you writing news blogs every month that are leading to organic traffic? Keep it up!
- Are you spending money on paid ads but not generating leads? Maybe it's time for an update.
This information gives you a starting point as you start to implement your marketing strategy. If your company is currently utilizing different marketing avenues but you have no data on how they are performing, this should be your first step. Marketing platforms like HubSpot allow companies to track their marketing efforts, results, sales team, and more.
Make a List of Your Marketing Goals
Create a detailed list of your company’s marketing goals and objectives. Be both optimistic and realistic when outlining these specific targets. It may help to write out both short-term and long-term objectives. You can have a vision for where you want to be down the road and be realistic about what you can achieve soon. Furthermore, make your goals measurable. This way, you will know when and how you have achieved them.
Having your goals established will keep your team on the same page and help you develop effective strategies to achieve them. Click here to learn more about creating SMART goals.
LEARN FROM YOUR CURRENT CUSTOMERS
For your marketing efforts to be effective and drive results, you need to know who you are trying to reach. You want to be able to connect with your audience by answering questions like, what do they do for fun? How do they typically consume content? The more you know about your audience, the better equipped you will be to reach and convert them.
A great place to start understanding your audience is by learning from your current customer base. What were their pain points and how did your community solve them? How did they hear about your company? What amenities were they the most interested in learning about?
While every consumer has different wants and needs, you want to be able to areas you can focus on and improve. If multiple residents have pets or asked about your pet policy, you can create Facebook ads that highlight that your community is pet-friendly.
Test Your Strategies & Make Adjustments
As your marketing efforts unfold, you may be surprised by the results. What you thought would perform well may not have had as significant an impact as you had hoped for, and something you did not expect to could surpass all your other efforts.
It is important to continually test your content and marketing strategies. This testing will help you better understand the details that make your audience keep clicking. Note your results and make updates and adjustments accordingly.
A successful marketing strategy is ongoing and can feel overwhelming at times. Fortunately, Markentum can help. As a digital marketing agency with offices in Daytona Beach, Florida, and Colorado Springs, Colorado, we work with senior living communities to create a comprehensive marketing strategy that achieves their goals.
Our team is continuously creating quality content and implementing new marketing strategies for our senior living partners. We can do this for you, too. Contact us for a free evaluation to learn how we can create a comprehensive marketing strategy that drives results for your company in 2021.