How to maximize senior living leads fromonline sources and directoriesAnneline Breetzke & Debbie Raphael, @ComfortLife
overview
Introduction
Trend: Relationship Marketing
Maximize your leads
Choosing the right websites & sources
Summary
Introduction
Successful Marketing:
Well-planned (thought through)
Disciplined (clear processes)
Step-by-step (functional plan)
Non-reactive (vs ‘winging it’)
Able to execute (tools & resources needed)
Introduction
Maximizing leads comes primarily in:
Attracting new customers (both senior & ACI)
Keeping (and ‘growing’) existing customers
Customer-centred Marketing – new & existing
Long haul marketing strategy
Trend: Relationship Marketing
“78% trust peer recommendations -
only 14% trust traditional ads.”- Erik Qualman, Author Socialnomics
TREND: Relationship Marketing
Create long-term fans = word-of-mouth
Trend: Relationship Marketing
Relationship Marketing:
Goal: Building stronger loyalty and long-term customer engagement
Brand Ambassadors/Advocates
Personalised, data-driven marketing vs
Intrusive, impersonal mass marketing
Customer-centred Marketing – new & existing
Long haul marketing strategy
“People buy from those they
KNOW, LIKE and TRUST.”- Kim Garst, Boom Social
Building an emotional connection between your
customer and your brand.
Trend: Relationship Marketing
“Smart marketing is about
HELP – not hype.”- Jay Baer, Author #Youtility
Create value in order to capture value.
Manage expectations and performance.
Trend: Relationship Marketing
Maximize Your Leads
Your market (competitors & intermediaries)
Your solution (needs/wants)
Your target group (buyer profile)
Your message – how you package it
Your platform choice (web usage)
Your analysis & correction
Your organization’s culture
Your long-term post-purchase plan
Your market
Know your market:
Environment (Demographic, economic etc)
Customer insights
Intelligence: consumers, competitors & developments
Research & analysis
Intermediaries & partners
Your solution
Are you solving a pain-point?
Match up between needs/wants and your solution
Needs/wants different for seniors vs ACI (Adult Child Influencer)
Marketing myopia
focusing only on existing wants, losing sight of underlying consumer needs
What about long-term solution?
“Focusing on solving the problem,
will inadvertently promote your product.”- Webeasy.me
The larger the gap between expectation & performance,
the greater the consumer’s dissatisfaction.
Your solution
Purchase Decisions
The decision to purchase is strongly affected by the attitudes of others.
Post purchase decision is affected by the satisfaction or lack of that a customer feels about the decision.
(Expectations vs Performance)
Customer satisfaction
Your target group
Have you clearly defined your ideal buyer profile/s?
Different profiles require a different marketing mix and
Marketing strategy.
Knowing WHO you are speaking to will determine
message tone, placement and content.
Your message
Clear, distinct & consistent
Targeted
Superior value and honesty (no hype)
How your offering is different from competitors
Emotional connection
“People buy from those they
KNOW, LIKE and TRUST.”- Kim Garst, Boom Social
Building an emotional connection between your
customer and your brand.
Trend: Relationship Marketing
Fear
Guilt
Trust
Value
Belonging
Competition
Instant Gratification
Time
Purchase Decisions
Building an
emotional
connection.
Your platform choice
Choose the best platforms for your:
message
target audience
Integrative marketing (story)
Different aspects better suited to different platforms
Assess websites/online directories
Internet usage patterns
Making the right choice
• Who do they target? (aligned with your services)
• How do they derive their leads? (quality of leads)
• What is their cost structure?
• Track results and provide feedback?
Assessing websites and online sources to
determine if they will help you maximize leads.
Making the right choice
• Do they include a link to your website?
• Is it a good and reputable resource?
• Ease of use?
• How much traffic and what kind of traffic?
Assessing websites and online sources to
determine if they will help you maximize leads.
Qualify Your Online Lead
• How did you find us? How did you hear about us?
• Treat your Online Lead as you would a ‘walk-in’.
• Fast response time – within 24hrs.
• Qualify your lead.
• Pay attention to their needs/wants.
• Always include the next step.
• Follow-up
Your analysis & correction
Track, monitor and listen
Make adjustments as you go along
Turn criticism to your advantage
Control brand attitude
“If you build a great experience,
Customers tell each other about that.
Word of mouth is very powerful.”- Jeff Bezos
Marketing is everyone’s job.
Your culture
Your culture
Marketing is everyone’s job (4th Marketing P)
Culture that pervades through the entire community
Experience and product lines blurred
Culture affects marketing and conversions
Your long-term plan
Buzz marketing – word of mouth
Long-term value – peer recommendations
Growth plan for existing customers
Societal marketing
Reputation
About Comfort Life
Canada’s #1 guide to retirement & care (annual print guide and online at www.comfortlife.ca)
100% target audience of decision makers searching for information about retirement communities and care.
We are now open for bookings for the 2016-2017 Annual Membership.
The Comfort life magazine will be published and distributed again this coming October.
Summary Your market (competitors & intermediaries)
Your solution (needs/wants)
Your target group (buyer profile)
Your message – how you package it
Your platform choice
Your analysis & correction
Your organization’s culture
Your long-term post-purchase plan