The very first web page went live 30 years ago. It was dedicated to Tim Berners-Lee’s World Wide Web project. While it was bland and uninviting, in retrospect, we know that this first URL opened the door to today’s websites, which virtually open the door to the whole wide world.
With nearly two billion websites in existence, the competition to attract the attention of the 4.72 billion web users across the globe is staggering. Unless you’re Craigslist or Wikipedia, whose unattractive physical look is so embedded in public awareness it would be foolish to change design, a modern website needs some curb appeal – and a whole lot more.
Four years ago, we blogged about the all-important home page. A killer home page is still paramount, but let’s take a fresh look at the multiple characteristics of a truly outstanding website – one that visitors will remember and return to time and again, one that builds trust in your brand and leads visitors to take action.
For the purpose of this blog, we will focus on the senior living industry. Indeed, most of the features that make a great senior community site apply to all websites, but the onus on the senior space to provide an exceptional online experience is particularly great. As literal doors have been closed to visitors, virtual doors must do the lion’s share of the work attracting prospects.
Ten Things That Make Your Website Outshine the Rest
- Virtual tours. Because COVID has severely restricted (if not completely prohibited) in-person tours of senior communities, virtual tours of indoor and outdoor spaces, common areas, amenities, and individual apartments are absolutely essential. Engaging online tours are more than still photographs; they are interactive, three-dimensional, and offer a 360-degree perspective – as close to the real thing as if one were walking through your property.
- Navigability. Getting lost in an illogical, disorganized website is like driving in a strange city and not knowing your way around – with one major difference: you can immediately click out of a website, never to return again. A move to senior living is one of life’s major decisions and, unfortunately, one that is sometimes made during crisis. The first point of entry should be an easy, orderly glide through your community. Studies have shown that the eye tracks text in a certain pattern, and visual hierarchy in the arrangement of your site’s elements points to what is most important and how to seamlessly find subsequent content. Main and sub-tabs designed with first-time visitors in mind guide prospects through a well-organized, stress-free visit.
- Clean, simple design. An unfussy, uncluttered design throughout your entire site, but especially on the home page, makes for a pleasant, positive user experience. Simplicity in design is fresh, timeless and soothing. There’s also great business benefit in a simple design, as several studies have shown that minimalism garners more conversions by establishing legitimacy and confidence in a brand. Endless clicking and scrolling is distracting and comes off as amateurish and “salesy.” On that note, if at all possible, avoid sponsored ads on your site.
- Uniform branding. Along with a clean design goes visual uniformity across your entire site, including color schemes, typography, logo, and other graphic elements unique to your brand. “Cookie cutter” designs are a dime a dozen and will do nothing to distinguish you from the nearly 30,000 other senior communities in the U.S.
- Animation and interactivity. Today’s Internet users are seeking an “experience,” particularly now when in-person visits and events at your senior community are limited. Animated and user-driven interactive elements bring life to your site and create memorable journeys throughout your pages and in your visitors’ minds. These elements also increase engagement with your community and more clicks to discover what’s around the next corner, so to speak.
- Readability. Small type and hard-to-read fonts are a no for any website, especially those serving older adults whose eyesight may be compromised. A simple, legible font scheme (consistent across your entire site) will serve your visitors’ needs and keep them engaged. It will also lend a more professional, sophisticated appearance, establishing trust and credibility in your brand.
- Great Content. You can use the most awesome typestyle and graphics in the world, but without great content on your site, it may as well be gobbledegook. At its core, the “king” – content – is information that benefits your audiences on its own merit – a takeaway, so to speak, that is meaningful regardless of a lead. Great content creates a positive connection between you and your visitors, the ripple effects of which can be boundless.
- Response Time. Sites that load slowly will be abandoned quickly. Optimal load speed is under three seconds; 40 percent of consumers will reportedly abandon a site if it takes longer than three seconds to load. Response time is a function of underlying infrastructure (e.g., a good content delivery network) and design element choices, among other things, and it is essential not only to keeping visitors on your site, but good SEO.
- Mobile friendly. A whopping 90 percent of Internet users across the globe access the web from their mobile devices. Websites that adapt to whatever device one is using allow for significantly greater reach and more shareability among visitors. In essence, you can’t survive without a mobile friendly website.
- Expert designers. Achieving all of the above is a tall, but very necessary order. It is not a layman’s endeavor, nor the work of a pre-fab template. Professionals trained in web design and management on both the front and back ends are a must for a truly outstanding website.
IVY’s team of experts in the senior living space can bring excellent web content and design to life, bringing prospects to your virtual community and in your literal doors.
Contact us today at 630-790-2531 or visit www.ivymarketing.com.
IVY MARKETING GROUP. COME GROW WITH US.
People buy a story, not a brand. In the current age of content marketing, this has never been more true, yet so many tasked with hearing their audiences fail to truly connect with them. Why? Because they fail to listen, and no matter how much time and money is spent in the effort, meaningful consumer engagement is compromised. There can be no good storytelling without good listening.
Effective listening applies to everything from big business to private conversations. Hearing is a physical ability; listening is a skill.
While Marketing 101 traditionally dictates a focus on the positive, sometimes we understand better what to do when we know what not to do, especially if we recognize the undesirable behavior in ourselves. (What’s more, neuroscience suggests that humans are more influenced by bad than good.) Therefore, let’s outline some qualities of poor listening that can also translate into poor marketing.
How to Lose an Audience in 10 Seconds
- Push your own agenda. Angling for your own motive or gain, whether you’re embarking upon a widespread campaign or simply chatting with your neighbor, is not listening. It conveys that you’re not really interested in the needs, desires or concerns of whomever you’re communicating with; you’re mainly in it for yourself.
- Steal the thunder. We all know that person who barely lets you get a word out before they jump into their own experience. Marketing efforts can have the same self-preoccupied effect. Brands that boast about the sales they’ve made or lists they’ve topped demonstrate that they’re more interested in touting their own accomplishments than knowing and meeting consumers’ needs.
- Preach/judge/mock. Few people share a story or experience with someone so that person can shame them or tell them what they should have done instead. Yet, some folks take that opportunity to chide, advise or even ridicule, rather than to simply listen, sympathize or offer real solutions. That mentality has infiltrated more than a few marketing campaigns, too, particularly those that showcase clueless fools whom others can laugh at or feel superior to. Intelligent, thoughtful consumers are turned off by these cheap shots that appeal to the lowest common denominator.
- Be ingenuine. Consider the many ads featuring actors saying things no one would really say, least of all consumers. Contrived, out-of-touch messaging does not resonate with real audiences. It is insincere, ineffective and shows that you have little grasp on your target market. Perhaps this is why campaigns that humorize true self (think Progressive’s “we can’t save you from becoming your parents” and CitiBank’s voice-throwing identity theft campaigns) are so well-received.
- Rush things along. Has anyone ever checked their watch or a text while you were talking? Likely, you were less apt to continue at all than to continue more quickly. Marketing and sales efforts that push people to act before they’re ready have the same dissociating effect. Issuing a call-to-action is an important feature of a solid campaign, but it must be done with a keen sensitivity to where people are on the customer journey. That can only be accomplished by listening to what they’re saying – and sometimes what they’re not. For those with the opportunity to meet prospects in person, body language says a lot.
- Trivialize. Just as it’s rarely wise to tell someone “it’s not that bad,” or “you’re making too much of this,” it’s equally isolating to make light of consumers’ needs and concerns. Consumers respond to brands that acknowledge the gravity of a pain point and don’t try to pretty it up, as if all is right with the world. Any brand that promises they hold the key to eternal happiness will likely be met with great skepticism. As prescription drug campaigns have increased dramatically, it’s hard not to notice the litany of side effects, some arguably worse than the original condition, juxtaposed against all those “shiny, happy people.”
- Interrupt. Cutting in on someone who’s talking implies many things, first of which is, “what you’re saying is so unimportant, I’m just going to rail right over you.” Indeed, modern consumers can feel railroaded by the barrage of sponsored content, particularly online, that yanks them away from their train of thought. A much more effective approach is to create content that is intrinsically meaningful, customer-centric and organically share-worthy.
In Part II of this blog, our team of experts will share how to employ the good listening tactics that define not only healthy personal connections, but also outstanding storytelling and successful consumer relationships.
IVY MARKETING GROUP. COME GROW WITH US.
- Content Marketing IS Marketing
Of all the developments on the horizon for content marketing in 2019, it is perhaps a shift in paradigm that is most significant. Simply put, content marketing is marketing. Whereas 10 years ago, content was a good thing for marketers to have as an aside to traditional strategies, it is now synonymous with marketing as a whole. Without quality content, marketers cannot establish the two-way communication that is essential to today’s successful consumer relationships.
- Video Is Vital
Video has enormous capacity to capture and keep consumers’ attention. Marketers of the future cannot survive without it. In particular, YouTube (where all marketing videos should land first) has become the second largest search engine, with Google in the first place position.Consider these recent statistics:
Clearly, the production and distribution of video content is vital to a viable content marketing campaign. Even if your content is generated by a smart phone, any “action!” is better than none. You can become more sophisticated when time and funds allow, but get rolling now!
- Personalization Is Paramount
According to Psychology Today, feeling understood is even more important than feeling loved. Knowing who your audience is and what makes them tick is the heart and soul of successful marketing. Marketers who employ highly targeted content are far more likely to create lasting relationships with their customers and prospects than those who are taking stabs in the dark. A 2017 study showed that 79% of companies that exceeded their revenue goals had a personalized digital media strategy in place.No matter how things change in the digital marketing realm, the guiding principle is sure to stay the same: reach the right audience with the right message at the right time in the right way. Personalized content does that best, and not only do consumers welcome targeted messages, they expect it.
- Artificial Intelligence Fosters Real Relationships
While it may seem counter-intuitive that a machine could help form real bonds, nothing could be truer when it comes to marketing with artificial intelligence. Not only does AI (robots, chatbots, algorithms and, eventually, the Internet of Things) shoulder a lot of the “grunt work” traditional marketers had to do, freeing them up to focus on consumer relationships, it also facilitates a more personal, “human” customer experience.Among other capabilities, AI-based marketing can:
- Customize one-to-one with consumers’ demographics, timing and intent
- Offer audiences personalized website and social media experiences
- Enable natural language processing (voice search)
- Gather and catalog large quantities of data to create accurate customer profiles
- Identify valuable leads
- Personalize up-sells and cross-sells
- Serve relevant messages to prospective customers
- Generate personalized emails based on customer preferences
- Judge and respond to human emotions in real time through affective computing technology
- Data Is Compulsory
Analytics will play an even greater role in 2019, as increasingly sophisticated tracking reveals pinpointed consumer insights that marketing budgeters have come to demand. Knowing exactly who is engaging with what content, for how long, on which platform or pages, and when, is invaluable information that businesses now require in determining their marketing ROI. Marketers of the future must be able to supply this information on a regular basis, not only to produce the highly personalized content discussed above but to satisfy client expectations.
- Strategy Is Key
As marketers come to embrace the reality that content marketing is marketing itself, they must also define goals specific to their content. This calls for a guiding, documented strategy. Sixty-five percent of the most successful content marketers have a documented strategy, identifying goals such as lead generation, thought leadership, and SEO. But, as different companies have different goals, no one content strategy fits all. Once unique goals are identified, a documented plan keeps content on task, on track, and intentional about achieving objectives. A documented strategy also allows team members to see what content is and is not working. “Documented strategy is self-correcting,” says content strategist Michael Brenner.
- Customer Journey Leads the Way
Have you ever engaged with a brand to the point of purchase, only to feel abandoned after your wallet entered the picture? That’s a common experience among consumers and one that content marketers must eliminate. The traditional marketing funnel that starts with anyone and everyone and ends with a monetary transaction is moving toward a more fluid, sustainable model. This new version emphasizes customer success throughout the buyer journey, regardless of purchase. It’s about relationships; appropriate content allows marketers to transition from vendors to partners, earning lasting consumer trust and loyalty.
- Topic Clusters Boost SEO and Consumer Trust
As much is known about search engine optimization, there is still so much to learn and understand. (Read our two-part primer on SEO.) But one trend is emerging that deserves particular attention: topic clusters. For brands to position themselves as trusted, respected thought leaders, they need to build content around certain core topics. Deliberate information architecture clearly and methodically demonstrates that owned content is authoritative and attention-worthy – gaining valuable notice from both search engines and consumers.Topic clusters center upon pillar, or hub, content to which more granular sub-topics are connected via hyperlinks. As for SEO, when one cog in the wheel does well, the entire cluster gets a boost in the rankings.
- Distribution Drives Success
What good is great content if no one sees it? Distribution is as important as content itself. As long as there are multiple channels of dissemination, casting a wide net continues to be good practice. While social media has gotten the lion’s share of powerful reach, marketers need to remain proactive, open and enthusiastic to all forms of distribution. Perhaps your content could benefit from email marketing, special events, speaking engagements, print, TV or radio ads, or even direct mail (yes, it’s still worth the cost and effort). As author and marketing expert John Hall puts it, “Passive distribution – or worse, distribution you do as an afterthought once you realize no one is engaging with your content – won’t cut it.”
- Quality Content Is King
“Content Is King” is well on its way to becoming a cliché. But just because a glut of content is out there doesn’t mean it’s all good. In fact, much of it is not good at all. No matter how far technology takes us, there is still no substitute for quality content creation and sensitive application to products, services and niche expertise. Just as poor, irrelevant content will drive a wedge between B2B and B2C possibilities, truly meaningful, engaging content that speaks to audiences where they are – or where they want to be – will build bridges that lead to lasting consumer relationships.
Our team of experts is here to help you navigate the future of content marketing – today.
IVY MARKETING GROUP. COME GROW WITH US.
Consider these compelling facts and figures about the power of video marketing:
- There are over 73 million video viewers every year
- 50% of online traffic comes from video viewing
- 92% of video viewers share videos with others
- Consumers are at least 64% more likely to purchase a product or service with video representation
- 75% of business professionals watch promotional videos of relevant products and services at least once a week
- Videos bring a clearer understanding of product and service benefits
- Facebook’s algorithm is said to favor videos over other content marketing
- Videos offer an immediate association to and connection with products and services
- Visual media gives consumers greater confidence in their purchases
- Videos lend trust and credibility to the companies and organizations that display them
- Video content increases sales conversion rates
IVY’s team of experts can create live-action or animated videos like the one here to tell your unique story and bring more traffic to, and engagement with, your website, social media and marketing collateral.
Top photo credit: Complete Business Online
IVY MARKETING GROUP. COME GROW WITH US.
IVY Marketing Group was beyond excited to attend the 2018 Content Marketing World Conference and Expo September 4-7 in Cleveland.
While Tina Fey was the main keynote attraction, sharing about her award-winning work as a producer, writer and actor, more striking was the amazing scope of possibilities surrounding content marketing today.
It was electrifying to experience it all in one place. With over 120 session leaders on as many different topics, 30 some “lunch and learn” opportunities, and seven inspiring keynote speakers, the three-day event pulsed with energy and endless potential for content marketers – and their clients.
IVY is eager to share with those seeking top-quality marketing and PR all that we’ve learned, not only through our own experience over the past nearly 30 years, but by engaging in such world-class events as the CM World conference and other wonderful educational opportunities. Our finger is always on the pulse of the ever-evolving realm of content marketing.
According to CM World, “Content marketing is no longer a bright, shiny object. It’s an innovative and sustainable practice that connects brands with audiences in meaningful ways.”
We at IVY make content marketing our practice, and our passion, each and every day. We know that compelling content is the foundation of every successful brand, and we are committed to telling our clients’ unique stories through all the amazing doors modern content marketing opens to us.
IVY MARKETING GROUP. COME GROW WITH US.