Paid Digital Ads Done Right

Paid Digital Ads Done Right

We’ve explored the power of a cutting edge website and dynamic call tracking in building an effective, successful marketing campaign in the senior housing arena. A third tool in the toolbox is paid digital ads. Ugh, right? What could be more annoying than those pop-ups and flashing banners that interrupt our web searches and derail our concentration? In fact, 64% of internet users actively avoid online ads by enabling ad block extensions.

So why invest in digital ads? Because, when executed the right way, they can be immensely useful in increasing awareness of, traffic to, and desire for your community. Pushing ads onto people who have no known interest in or need for your senior living environment is not only irritating and intrusive to them, it’s ineffectual and a waste of your resources.

But through what’s known as inbound marketing—drawing prospects in instead of going out to get their attention—an experienced marketing team can help you leverage helpful, relevant content to engage potential leads in your campaign. Based on information gleaned from various feedback channels, you can also target your digital ads in ways that are truly valuable to would-be residents and their families.

Here’s what your marketing team can help you do:

  • Offer your prospects something meaningful. “Native advertising” is inherently non-disruptive and designed to build trust among consumers. This kind of advertising is by nature ideal for senior housing marketing in that it provides more profound, helpful information than traditional, purchase-oriented display ads. The ground is significantly more fertile for those trying to convey the value of vitality, social connection and security in later life than for those promoting a particular brand of tissue paper, for example.
  • Take advantage of the social media explosion. While seniors may not be flocking to join the various social media platforms that dominate the current online landscape, their children increasingly are, and their grandchildren can’t get enough. Sponsored native ads match the form and function of the platform on which they appear (Facebook, Twitter, LinkedIn, etc.), feel and look less like traditional ads, are not disruptive, provide useful content, and can be highly targeted.
  • Know thy prospects, target thy prospects. Through various feedback and tracking technologies (including the dynamic call tracking we discussed last month), your marketing team can help you add value to your potential leads by knowing who they are and what moves them. Instead of blindly blitzing everyone, you can tailor your messages to those who are most likely to find them interesting and intelligently anticipate their needs. In the case of social media, your digital ads can also be aimed at people who follow certain users or post about certain topics.

Research shows that in the senior housing arena, greater use of digital ads executed properly could be a valuable asset to your campaigns. An experienced marketing team can show you how effective, non-intrusive digital advertising can yield fruitful audience engagement.

Join us next month for more about the tools to build your best campaign.

IVY Marketing. Come Grow With Us.

 

Success Calling!  The Importance of Phone Tracking to Your Senior Housing Campaign

Success Calling! The Importance of Phone Tracking to Your Senior Housing Campaign

Last month, we examined a cutting edge website, the “power tool” of a truly robust, multi-faceted marketing campaign in the senior housing arena. We also stressed that the senior housing market is singularly unique in that it offers quality of life, an intangible, priceless “commodity” that must be genuine, caring, and careful to a fault.

With that in mind, let’s look at another vital tool in the toolbox—in-depth phone call tracking. As effective as call tracking technology has proven to be across multiple industries, it is the most under-utilized resource among senior housing executives. This seems paradoxical, given that the senior population is likely to engage by telephone.

By assigning unique phone numbers to each of your communications, both print and digital, your marketing experts can tell which have garnered the most inquiries and are, thus, the most impactful. Over time, you will know what moves your prospects, allowing you to fine-tune your campaigns accordingly and improve your return on investment.

Ideally, your call tracking system should include:

  1. A unique phone number on traditional ads (TV, radio and direct mail), providing you with a record of calls resulting directly from a particular ad or campaign and allowing you to follow up with leads knowing exactly what content inspired their call.
  2. Source identification for inbound calls, revealing which ads, promotions, key words, etc. are driving phone conversations. This intelligence also enables you to size up the strength of a prospect, direct promising leads to appropriate team members, and adjust messaging.
  3. Web page analytics for a comprehensive understanding of which pages on your website drive the most calls.
  4. The ability to listen to inbound calls, allowing you first-hand knowledge of prospects’ needs, interests and concerns as well as insight into the quality of your customer service.
  5. A higher value on inbound calls. Paramount to improving your campaign results is the inclusion of phone numbers in prominent locations in both conventional and digital advertising. Studies show that conspicuous placement yields a 30% increase in inbound calls!

Lay your marketing foundation with dynamic, in-depth phone tracking that informs you of precisely who is responding to your specific communications and how best to reach your prospects, based on this valuable insight. Let our team get you on your way.

Join us next month for more about the tools to build your best campaign.

IVY Marketing. Come Grow With Us.

 

 

Move Your Senior Housing Prospects

Move Your Senior Housing Prospects

A Power Website That Tells Your Story

A recent survey of senior housing managers and executives revealed that they don’t feel they have sufficiently robust marketing strategies to attract potential residents and their families. While they are employing various online marketing tools to varying degrees, they are not confident they’re using the right mix of these tools to create a successful campaign.

Before we examine the contents of the toolbox, senior housing professionals must first recognize that their industry is remarkably unique. What they’re offering is immeasurably precious: quality of life for people who, by and large, have spent their lives making quality living a priority for themselves and others, namely their children.

Both seniors and their families know that the decision to move to a retirement community, regardless of one’s health care needs, is among the most significant they’ll ever make. And, quite frankly, they’re a little scared. Senior housing marketing strategies must be anchored in an overarching, all-infusive understanding of exactly what’s at stake in the choice to move from one’s own home.

Of all the components of an effective integrated campaign, a cutting edge website is the ultimate “power tool.” We hear that a lot these days of the ubiquitous Internet, but what does that look like in the senior housing arena? The basics are pretty much the same as they are in any industry – compelling graphics created by qualified designers and succinct, relevant copy provided by experienced writers. Add to that ease of navigation, intuitive and user-friendly organization, and as few clicks as possible to get the information visitors want.

What isn’t the same about senior living websites is what they’re selling, which brings us back to the priceless quality of life. Your website should show who you are from the perspective of residents, family members, staff, and surrounding community. All the enticing graphics and words in the world won’t mean a thing if they’re not rooted in true stories about real people and real life at your community. What prospects experience on your website must be a genuine prototype of what they’ll experience when they visit you in person, or they will move on, and quickly.

Lay your marketing foundation with a power website that not only looks good, but feels right to prospects envisioning themselves or their loved ones in your community. Let our team get you on your way.

Join us next month for more about the tools to build your best campaign.

IVY Marketing. Come Grow With Us.