Need a crash-course in assisted living marketing ideas? We've got five critical senior living digital strategies you need to take to increase tours and fill empty beds. Have assisted living marketing ideas of your own? Share them with us in the comments below! "Senior Living Digital Strategies" Webinar Leaders: 1) Boston Interactive’s Director of Digital Strategy Cort Davies http://bostoninteractive.com 2) Carrie Elizabeth Consulting’s Social Media Consultant Carrie Barrett http://carrieelizabeth.com/ 3) 85Sixty’s Head of Analytics Roman Bills http://85sixty.com/

1. Senior living
digital strategies
The 5 Critical Tactics You Need to Know

2. WHO WE ARE
Cort Davies
Director of Digital Marketing
Carrie Barrett
Social Media Consultant
Roman Bills
Director of Performance
Media & Analytics

3. WHAT WE’LL
COVER
 Website Usability
 Search Engine Optimization
 Paid Search
 Social Media
 Analytics

4. A LITTLE BIT OF
BACKGROUND

5. ADULT CHILDREN ON INTERNET
 Huge increase in baby boomers
using internet for information
 Need for simplicity
 Ease of use
 Searching for local solutions
 Digital now more effective than
traditional marketing

6. USABILITY:
DON’T MAKE THEM
THINK

7. WEBSITE DESIGN AND USABILITY
 The FACE of your brand
 Website usability most important
 Clean, simple to navigate, portray
your great service
 Poor website = poor branding and
poor reputation

8. WEBSITE DESIGN AND USABILITY
 Examples of poor usability:
 Confusing navigation
 Old and unclear images
 Hard to find community pages
 Hard to find calls to action
(phone numbers, email, forms,
etc.)
 Your website visitor must know
what to do instantly when visiting
your site

9. THE HOMEPAGE
Smiling Faces
Clean Navigation
Community Search
 Build trust to your
brand
 Give prospect
good feeling about
you
Social Media Icons

10. THE COMMUNITY PAGE
Calls to Action
Images of
Residents & Food
 Additional:
 HD Video
 Maps with
community
information
HD Images
of Community
Community Features
Open House &
Client Reviews

11. OTHER CRITICAL WEBSITE NEEDS
 Google Analytics and Webmaster
Tools
 301 redirect from old site to new site
 Blog under same URL
 Communities under same URL
 Social Icons
 Forms working properly
 Website load speed
 Dynamic call tracking

12. DIGITAL MARKETING STRATEGY
 Drive qualified traffic to your community pages
 Generate phone calls and form leads for tours
 Build brand trust through content and social
media
 Capture more business from online sources
 Obtain market share from large lead
aggregators like A Place For Mom and
Caring.com
 Lower your cost per acquisition

13. SEO:
GIVE THE PEOPLE
WHAT THEY WANT

14. SEARCH ENGINE OPTIMIZATION
 If done properly, SEO will be your most
valuable lead source
 SEO builds brand trust and brand
loyalty because it’s more “informational”
and less “salesy.”
 Takes time and effort
 Be specific with goals (tours, deposits,
phone calls, etc)
Example SERP for
“Denver Assisted Living”
Title Tag
Meta Desc.

15. ON-SITE SEO
 Start 30-60 days before website launch
 Proper keyword research
 Competitive analysis
 Title tags and meta descriptions
 Content/Duplicate
 Image tags
 Internal Navigation
 URL Structure
 Onsite Blog
 301 Redirects
 SEO tracking and tools
 Testing

16. OFF-SITE SEO
 Referred to as Content
Marketing or Digital PR
 Guest Blog Posts
 Reviews
 Social Media Content
 Online PR

17. LOCAL SEO
 Google + Business Listings
 Each locations should have own page
with reviews and citations
 Optimized for “local” searches
 Obtain reviews from residents and adult
children to use on Google + Business
Listings
Example Map SERP for
“Denver Assisted Living”

18. SEO CONCLUSION
 Searches becoming more local
specific for brick and mortar
 Get community pages to rank in
Google + Business and Organic
 Will most likely end up being your
most valuable and cost effective
lead source
 Take market share from large
aggregators and large competitors

19. PAID SEARCH:
SPEND WISELY,
NOT WIDELY

20. PAID SEARCH
 Pay per click
 Great combo with SEO
 Can compete against large
aggregators
 Simple metrics
 Back into acceptable cost per lead

21. PPC CAMPAIGN
 Google AdWords account
 URLs for all your community pages
 List of keywords for each community
 Ad groups for each community
 Ad copy for each ad group with keyword
in ad title
 Site links (Number, blogs, maps,
amenities, etc.)
 Strong “calls to action” on community
pages

22. EXAMPLE AD COPY
“What content in my ads would convince my ideal
customers to contact me?”
 As you will notice the keyword is in the title
“Denver Assisted Living.”
 “Providing Quality Care For 30+ Yrs.”
qualifies them
 “Find The Right Assisted Care Now!” is one
call to action
 There is even one site link, which is a
clickable map and a telephone number for a
secondary call to action.

23. TESTING
 Develop KPIs for your campaign (cost per
acquisition, cost per tour, cost per deposit,
etc.)
 Consider spending $500-$1000/month per
community to test PPC for 60-90 days.
 Constantly update and change ad copy and
keywords to work toward optimal
conversions.
A
B

24. ADDITIONAL PPC
 Always bid on your own company name to
prevent competitors from doing so
 Exact match keywords will ideally be your
best converting keywords.
 Great converting keywords in PPC will be
great information for SEO campaign
 Make sure “sitelink” pages have calls to
action

25. PPC CONCLUSION
 Possible to cut down CPA by half or more
 You can compete with large competitors
 Should be done in conjunction with SEO
 Real measurable data and quick lead
generation

26. SOCIAL MEDIA:
ARE YOU SPEAKING
MY LANGUAGE?

27. SOCIAL MEDIA
 Word of mouth marketing is more
powerful than ever
 Connect with customers and potential
customers on social sites where they
shop and research purchase decisions
92%of consumers
say word-of-mouth
recommendations are the
top reason they buy a
product or service.
58%of consumers
report to trusting
businesses which have
positive reviews from
others.
77%of people
need to see fewer than
ten (10) reviews to compel
them to purchase.
72%of consumers
surveyed said that they
trust online reviews as
much as personal
recommendations.

28. SOCIAL MEDIA STRATEGIC DESIGN
 Competitive / Industry analysis
 Social Analytics with GA data pulls and
social CMS
 Identify social network priorities which
align with target audience
 Social Media Channel Design &
Optimization
 Content Strategy
 Digital PR / Influencer Outreach
 Paid Social Ads

29. SOCIAL MEDIA INTEGRATION
 SEO + Social = Content Marketing
efforts
 PPC/Display + Social = Sophisticated
paid social strategies with PPC best
practices and data
 Website + Social = Compelling
community hub for users to navigate
ideal channels to connect with the
brand and see news feeds in one
location (ex: Social Community Page)

30. SOCIAL MEDIA CONCLUSION
 Social media touches all digital
components
 Strive to connect with the top
influencers in your industry to
perpetuate brand awareness and drive
sales through brand ambassadors
 Social is infused in everyday
communication and how people
communicate and make purchase
decisions

31. ANALYTICS:
CAN YOU PROVE IT?

32. WEBSITE & MEDIA ANALYTICS
 A good analytics platform should
 Capture and process data in real-time
 Produce simple yet insightful reporting tailored specifically to your
business needs

33. “POST-CLICK” MEDIA ATTRIBUTION
Google Analytics

34. “PRE-CLICK” MEDIA ATTRIBUTION
Ad Server

35. WEEKLY PERFORMANCE REPORT

36. CLICK TO CALL & CALL TRACKING
 Paid Search Visitors Assigned Unique #s
 Cookie to preserve users’ #s
 Call logs:
 Keyword (Ad Group)
 Search Query
 Location
 Source Data
 Data sent to DMP & Bid Optimization
Platform
 Calls become a biddable goal.
 Future: pass more conversions back to
keywords.

37. 85SIXTY REPORTING PLATFORM
 Key features of our platform:
 Flexibility
 Shared Insights
 Real-time Reporting
 Data Consolidation
 Data Portability
 Visualization
 Predictability

38. Q&A

39. DOWNLOAD THIS DECK
Want a copy of this presentation?
View it online at BostonInteractive.com/senior-webinar

40. Thank you!