SENIOR LIVING & LONG-TERM CARE DEVELOPMENT, MARKETING, - PowerPoint PPT Presentation

SENIOR LIVING & LONG-TERM CARE DEVELOPMENT, MARKETING, MANAGEMENT, & CONSULTING Joyce Clark 405.812.9089 joyce@AchievisSeniorLiving.com www.AchievisSeniorLiving.com

SERVICES…  New Community Development  Project Management  Marketing  Staff Recruitment & Training  Licensure  Mock Surveys  Feasibility Analysis  Strategic Planning

Oklahoma’s First Affordable Assisted Living

Arbor House Norman, Oklahoma

Copper per Lake Edmond, mond, Oklahoma ahoma

ASSISTED LIVING SOCIAL & DIGITAL MARKETING & ADVERTISING

THE MOST COMMON MARKETING PROBLEMS 2016 State of Inbound Report

90% IS NOT A TOUCHDOWN Last 10% occupancy is pure profit used to serve residents, increase staff benefits, & pay investors.

Your brand is not what you say it is. It’s what others say it is.

HAVE A STRATEGY  Technology is changing way our prospects become aware of & shop for assisted living.  Digital & social media are distribution forums we can’t ignore.  Focus limited resources to reach highest potential prospects.  Better to overwhelm a few than to underwhelm many.

KNOW…  Who trying to reach.  What trying to accomplish.  How going to accomplish.  Who is going to do the work.  What policy need to keep on track & protect company.  How measure effectiveness.

Remember when yellow page options was major advertising decision? What will the next 10 years bring?

STAGE 1 – ON RADAR (There is a problem I may need help with someday) STAGE 2 – CRISIS (I need to find a place for mom NOW) STAGES OF STAGE 3 – STRESSED RELIEF MARKETING TO (Signed contract & now ASSISTED LIVING have to move) PROSPECTS STAGE 4 – REPRESENTATIVE (Settled in & telling others about quality of care & amenities)

STAGE 1 – SOMEDAY I MAY NEED HELP WITH MOM  Traditional advertising.  Establish awareness & create positive impression.  Senior News & Living, newspaper ads, Senior Journal, direct mail, online banner ads, relationship building, events & outreach.  Automated or manual email campaigns.

STAGE 2 – I NEED TO FIND A PLACE FOR MOM NOW!  Advertising & outreach makes you easy to find when searching or asking friends.  Search engine marketing allows prospect to click directly to website.  Google AdWords, online banners, online referral sites, referral source network.  Marketing team becomes responsible.  Compelling sales collaterals.  Touring & direct sales process. Practice with staff members on how to greet visitors & join in on a tour. Include eye contact, smiling, what to say, energy & hand shaking.

INTERNET PRESENCE  Up to 90% search & check out community online before decide to visit.  First page of search engine listing is king.  Squeezed out by referral sites, senior housing directories, & bigger players.  Search terms limit which page you are on.  Effective: Pay per click search marketing, online banners, online referral sites.

GOAL IS TO DRIVE PEOPLE BACK TO EFFECTIVE WEBSITE  Website homepage must show why better and unique. 50% decide whether to continue based on home page.  Website is worthless if people aren’t visiting.  Tool to reach & impress prospective residents & employees.  First impression of community’s culture & quality of life.  Most affordable & effective way to communicate & market.

TYPICAL AL WEBSITE LACKS WARMTH & REALITY  Everyday reality supports marketing messages & builds trust.  Real photos & videos  Staff members talking about why chose profession.  Actual testimonial cards & letters.  Quotes from families & referral sources.  Share expertise. Caregiver tips prove you have knowledge & experience.

HOW TO GET TOP SEARCH RANKING  SEO – Search Engine Optimization  Posting Content  Popularity  Website Links to Other Businesses  Software Tools to Leverage Your Time Like a Re-Writer or Automated Email.  Diversity, Frequency, & Key Words  Hire Inbound Marketer or Other Expert.  Excellent Reviews Raise Search Rankings

CHANGING STYLES & ATTENTION SPANS Reading Quick & Visual Click her to download a free copy of our Investor’s Guide to Assisted Living Handbook.

INFOGRAPHICS  One of the most effective strategies in overall digital marketing.  Simplify a complicated subject.  Turn a boring subject into a captivating experience.

EXAMPLES OF INFOGRAPHIC USES  Presenting survey data  Simplifying a complicated concept.  Explaining how something works.  Comparisons

VIDEO  43% of consumers want more video while only 29% want more blog posts.  Compelling way to reach people on social media.  Builds emotional connections & expresses personality.  51.9% of marketing professionals say video is type of content with best ROI.  Affordable

Website & all marketing tools must accommodate mobile search & use.  88% of search experts believe mobile friendliness will have the greatest impact on Google’s algorithm over the next 12 months.  Also, voice search & personal assistants are gaining popularity. 37% of consumers use Siri at least monthly.

VOICE QUERY  General info 30%  Find local / nearby services 22%+  At least 50% of all search will be via voice query by 2020.  Semantic search puts query in context (user behavior, webpage text, local events).  Positive reviews increases ranking.

VOICE QUERY CHANGES SEARCH KEY WORDS  Voice phrase is different than we have been trained for online searching.  More conversational.  Google: “ assisted living okc ” or “ okc senior housing ”.  Voice: “ What is the best assisted living in north okc ”?  Search engines identify intent behind a query so can deliver more accurate results.

TOPICS FOR SOCIAL & DIGITAL MEDIA MARKETING  Give residents & families real-time updates about community news & information.  Expert advice  Reminders  Invitations  Share links to articles of interest.  Add as a sub-domain to current website.

TIME SAVING TIP  Create a quality article, video, or graphic.  Publisher works. PNG format.  Post on website.  Submit it to best 5 article directories or groups with link back to website.

COMBATING NEGATIVE REVIEWS  Never become defensive or it will grow.  Be positive  “Want all my customers to be happy. Please call me at 405.555.5555 so that I can personally …”  “Glad we got that resolved.”

POLICY  Only authorized people using community equipment may take photos or record images of residents.  Property of company & distribution without permission is prohibited.  State when personal cell phones & other devices can be used.  Tell residents, family members, & visitors about privacy issues & that post online would be a privacy violation.  Get “model” release signed.

Joyce Clark 405.812.9089 joyce@AchievisSeniorLiving.com www.AchievisSeniorLiving.com