how to maximize senior living leads from online sources and directories

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


“78% trust peer recommendations -

only 14% trust traditional ads.”- Erik Qualman, Author Socialnomics

TREND: Relationship Marketing

Create long-term fans = word-of-mouth


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.


“Smart marketing is about

HELP – not hype.”- Jay Baer, Author #Youtility

Create value in order to capture value.

Manage expectations and performance.


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?

Your SolutionHow we market retirement

Source: comfortlife.ca member communities

Your SolutionWhat families ask about

Source: comfortlife.ca family queries

“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.


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


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.

http://www.comfortlife.ca

Summary Your market (competitors & intermediaries)

Your solution (needs/wants)

Your target group (buyer profile)

Your message – how you package it

Your platform choice


Your organization’s culture

Your long-term post-purchase plan

ConclusionHappy customer = happy brand

Questions?

Anneline Breetzke @ComfortLife