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Drive Sales in Senior Living with Content Marketing

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Anvil is hosting a seminar with Conveyor to demonstrate how Senior Living Homes can capture this demographic. Learn how you can utilize content marketing to build your brand and increase your inbound marketing leads at this informational seminar.

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Drive Sales in Senior Living with Content Marketing

  1. 1. Content Marketing to Drive Sales in Senior Living
  2. 2. About Us ISAAC SZYMANCZYK Chief Storyteller KENT LEWIS President
  3. 3. Why We’re Here
  4. 4. A Growing Industry
  5. 5. Challenging but Effective Content marketing & SEO most challenging “Challenge” = bandwidth Activities taking less time are easier but less effective Many brands outsourcing content & SEO to agencies
  6. 6. PERSONAS CONTENT STRATEGY CONTENT TYPES DRIVING LEADS CONTENT AMPLIFICATION METRICS AND ANALYTICS CUSTOMER LOYALTYWhat we’ll talk about
  7. 7. Personas
  8. 8. About Personas Customer archetypes A face and name for each target audience Include demographics Addresses objections, concerns and key messages for reaching audience “Carol”
  9. 9. Marketing to everybody connects with nobody
  10. 10. Different styles Variable depth Built from interviews or research Persona Examples
  11. 11. Personas in Senior Living
  12. 12. Potential Personas in Senior Living Adult Child Influencers “Karen” Adult Peers Retirees Caregivers About Primary decision maker for family member Trusted friend, long relationship, may be in senior living or not Primary customer audience considering senior living Understands individual needs of senior, not primary decision maker Concerns Safety of loved one Happiness / lifestyle Cost and budget Safety Lifestyle Community Independence Budget Quality of life Safety of senior Happiness of senior Media Channels ● Email ● Facebook ● Online reviews & articles ● Mail & Email ● TV news ● Friends and family ● Facebook ● Friends and family ● TV news ● Facebook ● Internet ● Word of mouth Messages Senior living is changing and offers great quality of life It offers simplicity and quality of life, in an active retirement setting. It offers simplicity and quality of life, in an active retirement setting. Senior living offers quality care and comfort.
  13. 13. Adult Child Influencers “Karen” About Primary decision maker for family member Concerns Safety of loved one Happiness / lifestyle Cost and budget Media Channels ● Email ● Facebook ● Online reviews & articles Messages Senior living is changing and offers great quality of life
  14. 14. Adult Peers About Trusted friend, long relationship, may be in senior living or not Concerns Safety Lifestyle Community Media Channels ● Mail & Email ● TV news ● Friends and family Messages It offers simplicity and quality of life, in an active retirement setting.
  15. 15. Retirees About Primary customer audience considering senior living Concerns Independence Budget Quality of life Media Channels ● Facebook ● Friends and family ● TV news Messages It offers simplicity and quality of life, in an active retirement setting.
  16. 16. Caregivers About Understands individual needs of senior, not primary decision maker Concerns Safety of senior Happiness of senior Media Channels ● Facebook ● Internet ● Word of mouth Messages Senior living offers quality care and comfort.
  17. 17. Content Strategy
  18. 18. Building a Content Strategy CONTENT MARKETING BUSINESS CASE BUSINESS PLAN AUDIENCE PERSONAS & CONTENT MAPS BRAND STORIES CHANNEL PLAN
  19. 19. Content Strategy Statement “The content we make will help us attract senior residents by providing helpful information about assisted living communities to make people feel inspired and assured so they can schedule a visit.” Content Marketing Business Case ● Why content ● What to create ● Which audiences ● Who will want it ● Where/When to distribute ● How to measure
  20. 20. Business Plan ● Business or sales goal ● Marketing goals ● Marketing strategies ● Approach & tactics ● Measurement
  21. 21. Personas & Content Maps ● Who the audience is ● What they care about ● Challenges ● Buying preferences ● Selling messages ● Demographics ● Best content types ● Best channels to reach
  22. 22. Brand Stories ● Real human stories ● Strategic to business ● Highlighting values or ● character of brand ● Evergreen if possible ● Involving employees, partners or customers
  23. 23. Channel Plan ● Type or format ● Channel or vertical ● Date to publish ● Themes to align
  24. 24. Content Types
  25. 25. Content Channels & Types 1 BRAND
  26. 26. Content Type: Website Hub of content world Make search-friendly Fresh to be relevant Measure with analytics, leads (phone & web) Must be mobile-friendly
  27. 27. Content Type: Infographics Growing popularity Good for sharing Can make “dry” data fun Measure by downloads & shares Portable to social, web, newsletter, print
  28. 28. Content Type: Video 5x greater recall than text Great for sharing Brings human stories to life Measure by views and shares Portable to social, web, email newsletters Archivable on website and YouTube channel
  29. 29. Great lead-gen asset Valuable content longer than an article or web-page Worksheets, graphics Specific topic Driven by search terms Content Type: e-book
  30. 30. Content Type: Books Brand-builder Measure by sales/ copies Good for gifts / sales Print on demand Lasting content ● Recipes ● Resident stories ● Community milestones
  31. 31. Content Type: Articles Tried and true content Inexpensive to create Improves SEO of site Build brand reputation Helpful content ● Lifestyle choices ● Active living ideas ● Technology tips ● Interviews with personalities
  32. 32. Driving Leads
  33. 33. Driving Leads with Content Marketing Inputs Process Output Brand storytelling Gated assets & key conversion pages Web design & responsiveness Social sharing Asset downloads Contact submissions Qualified leads
  34. 34. AMPLIFICATION
  35. 35. Promoting Your Content With Amplification SOCIAL MEDIA ORGANIC SEARCH LOCAL SEARCH PAID MEDIA
  36. 36. Social Media Identify platforms based on target audience Claim & optimize profiles for optimal visibility Create a content calendar for maximum impact Leverage various media formats for engagement
  37. 37. Organic Search Create unique, keyword-infused content Ensure site is responsive, fast & ADA-friendly Enhance credibility via quality inbound links
  38. 38. Local Search Claim & optimize business listings, including: ● Google My Business ● Directories ● Industry sites Monitor and manage review sites including: ● Yelp.com ● Caring.com
  39. 39. Paid Media Develop geo-targeted text ads on Google Expand to display ads for branding Enhance ROI with retargeting ads Increase targeting via social media ads
  40. 40. Metrics & Analytics
  41. 41. Measuring and Analyzing Content Marketing Unique pageviews Referral sources Inbound links Bounce rate Conversion rate Lead quality
  42. 42. Tools
  43. 43. Examples Marketing Automation CRM Analytics
  44. 44. Marketing Automation The 4 Ps: People: Starts with the culture Product: Content is King! Process: Consistency is Queen Platform: The enabler Connects all your digital content marketing activity in a single platform, with analytics
  45. 45. Customer relationship management (CRM) SharpSpring ● Marketing automation + CRM ● Month-to-month contract Salesforce ● Sales automation + CRM ● Dedicated Health Cloud CRM is a home for all prospects and sales info
  46. 46. Analytics Google Search Console ● Analyze clicks from Google Search ● Get alerts for critical errors or issues ● Test whether Google can successfully understand your content ● Leverage structured data tool Google Analytics ● Free, established analytics platform ● Register & drop GA code on website
  47. 47. Customer Loyalty
  48. 48. Building customer loyalty can help mediate fierce competition and fluctuating market conditions.
  49. 49. 4 Ways to Build Loyalty With Content INDUSTRY EXPERTISE CONTENT CAMPAIGNS SURVEYS ROI RESULTS Unique opinions Guest pieces Timely topics Earns trust Themed content bundles Strategic to goals Measured together Promote values Engage customer early and often Learn what works Guide next steps Show you care Objectivity Quantitative data Justify budgets Attribute sales
  50. 50. PERSONAS CONTENT STRATEGY CONTENT TYPES DRIVING LEADS CONTENT AMPLIFICATION METRICS AND ANALYTICS CUSTOMER LOYALTYSummary
  51. 51. Thank you. Questions?

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