Improving Your Online Marketing Strategies to Boost Occupancy in Your Independent Living Building Session #201 Amy Borrell and Katie Bromback SENIOR LIVING NOW! ABOUT IMAGEWËRKS Full service marketing communications agency in the Twin Cities Leading Age & Care Providers 20 years experience in senior housing and healthcare industries WHAT WE LL COVER Seniors and Internet Use Inbound vs. Outboard Marketing Website & SEO best practices Social Media integration Online Marketing Strategy 1
OUTBOUND VS. INBOUND MARKETING WHAT IS INBOUND MARKETING? Relies on earning people s interest Content is interesting, informative and adds value positive connections Customers come to you via search engines, referrals and social media Marketers provide value go-to expert 2
INBOUND METHODOLOGY EXERCISE Search Senior living community [CITY STATE] Where does your website rank? Is it intuitive & responsive? 3
Crawls the internet, storing pages in its index Finds the right page based on your search How Google Works WHAT DRIVES SEARCH? SEO FUNDAMENTALS:: ON PAGE SEO Page title Meta Description Content Navigation Mobile User experience 4
PAGE TITLES & META DESCRIPTIONS BODY OF THE PAGE NAVIGATION BEST PRACTICE Clearly defined labels Separate pages for each service 1 or 2 click rule Segmented calls-to-action 5
DON T FORGET ABOUT MOBILE! 25% of traffic comes via mobile in the senior industry Negative effect on ranking and user-experience Responsive web design is a must SUMMARY On-Page SEO Page titles Meta descriptions Content Navigation Mobile/Usability OFFSITE SEO Link building Business listing (Google+) Social media Content marketing 6
LOCAL BUSINESS DIRECTORIES Free Links Yellow Pages Place for Mom Google+ Local Mantra All referral sources CONTENT MARKETING Having social buzz can help create links Long-term solution for off-page SEO if it engages your audiences and generates third party links (referral traffic) Remember to keep it relevant, interesting, visual DOES IT WORK? Increased rankings from second page to top of first page on Google 94.9% increase in overall traffic Organic search traffic increased by 127% Increase Local search traffic increase by 199% Predictable stream of leads 7
WHY SOCIAL MEDIA? Humanize/personalize your brand Communication is interactive and two-way Build loyalty with current customers Impacts SEO Attract new leads 8
Increase brand awareness Drive website/blog traffic Generate leads Improve SEO / Links Be a resource Show what life is like Build customer loyalty STEP 2:: DEVELOP CONTENT PLAN Develop a diverse, authentic content plan Events/Activities Testimonials Photos, videos Senior news and trends Clear voice & brand Research competitors POSTING BEST PRACTICES Keep it visual Include links back to your website Have strong offers/calls-to-action that go to landing pages Add value & focus on developing relationships Respond to comments and engage with audience Post a mixture of content (tailor to what they like) Post when your audience is active on social media use your insights to learn best time of day/week 9
Using page insights to learn about your followers Review each month and adjust content plan based on posting insights What posts have the highest average reach and engagement Traffic to website (Google analytics- leads, conversions, etc.) PAGE INSIGHTS Invite friends to like your page upload email list Let people know about your pages & encourage them to engage and share stories Make sure your email signatures include social icons/links Print ads should have social URLs Online ads should link to social media pages Contests/promotions Facebook Ads 10
BLOGGING STRATEGY Why is a blog important? Increase SEO (long term solution) Drive traffic from social media to a landing spot Develop thought leadership through relevant industry trending content CONVERSIONS Collect data through contact forms set up an automation process Segment your database into categories based on collected info Email marketing campaigns tailored to each category of prospects 11
WHAT ARE DRIP CAMPAIGNS? Set of marketing emails that will be sent out automatically on a schedule to a group of leads DRIP EMAIL CAMPAIGN EXAMPLES:: Lead nurturing:: messages for people who toured already Goal: Get them to retour/move-in (AC & Senior versions) Strategy: Provide more value/resources, be personable, invite Offline: follow-up, events, phone calls + drip email campaigns Lead generation:: Example: They downloaded the Independent Living Guide Book Goal: Get them to come in for a tour: Objective Strategy: Monthly emails catered to their interests 12
TO RECAP 13
7 ACTION ITEMS:: 1. Where did your website rank? Make SEO a priority 2. Review your analytics and mobile traffic 3. Conduct a website audit (content, user-experience) 4. Make sure you have page titles and meta descriptions 5. Create a Google+ local page and solicit customer reviews 6. Develop a social media strategy & content plan 7. Come by our booth to discuss having a website audit THANK YOU!! QUESTIONS?? A M Y B O R R E L L A C C O U N T E X E C U T I V E A M Y @ I W M A R K E T I N G. C O M 6 5 1. 6 0 5. 2 2 3 3 K A T I E B R O M B A C K A C C O U N T E X E C U T I V E K A T I E @ I W M A R K E T I N G. C O M 6 5 1. 6 0 5. 2 2 0 1 14