Add More Value to your Early Communications with Your Later Living Community

 
add-value-to-your-later-living-marketing

Don't Neglect Top of Funnel Marketing

As later living search trends continue to evolve, so too must the approaches to marketing and communication. While some may perceive the most critical moment in marketing to older adults and their families to be at the bottom of the funnel, when they are actively considering a move due to a significant life event, such as a decline in health or loss of independence, it's essential to recognise the value of engaging with potential residents much earlier in their decision-making process.

At Lead Intuition, we believe the real value lies in reaching out to prospects at the top of the funnel, where they are just beginning to explore their options for later living. By providing relevant and valuable information, fostering community engagement, maintaining an active social media presence, utilising chat functionalities, and implementing nurture campaigns, retirement living communities can establish trust and build relationships with prospective residents and their families long before they decide.

 Informative Content: A Foundation of Trust

informative-contentInformative content serves as a cornerstone of effective top-of-the-funnel marketing strategies. By offering blogs, articles, events and webinars, and other resources that address common concerns and interests of older people and their families, Later Living Communities, and IRC’s position themselves as knowledgeable and trustworthy resources. Topics may range from healthy ageing tips to financial planning for retirement living, providing valuable information that resonates with the target audience.  Utilising automation tools like ActiveDEMAND's dynamic website content allows communities to customise the marketing experience based on the preferences and interests of individual visitors. By dynamically adjusting calls to action, promotions, and other website elements, communities can effectively engage with prospects and provide personalised experiences that drive meaningful interactions.

Community Engagement: Building Connections Beyond Sales 

engage-and-build-trustEngaging with potential residents and their families through community events is a powerful way to foster connections and showcase the benefits of Later Living Communities. Whether hosting virtual or in-person events such as open houses, social gatherings, or health-and-wellness programs, these opportunities allow prospects to experience the community first-hand in a non-sales setting.

 

Implementing universal landing pages and capturing prospect details during event registration enables communities to continue the conversation beyond the initial interaction. With the help of marketing automation software, such as ActiveDEMAND, creating branded landing pages with registration forms becomes seamless, empowering communities to deliver targeted follow-up communications and nurture leads effectively.

 

Social Media Presence: Establishing Community and Trust

strong-social-mediaA strong social media presence is essential for reaching families of older adults and maintaining ongoing engagement. Regular posts highlighting community events, resident stories, and educational content build brand awareness and foster a sense of community and trust among followers.

 

Automation tools like ActiveDEMAND's social media distribution hub streamline the process of scheduling and posting content across various platforms. By analysing engagement metrics and audience feedback, communities can refine their social media strategies and ensure that their content effectively resonates with their target audience.

 Chat: Facilitating Information Gathering and Connection 

In today's digital age, web chat functionalities have become an integral part of the information-gathering process. Chat systems offer a convenient way for prospects (and their adult children) to ask questions and receive immediate responses. They play a vital role in facilitating communication and building connections with potential residents and their families.

 

Integration with CRM and marketing automation platforms ensures that valuable data collected through chat interactions is seamlessly captured and utilised in ongoing marketing efforts. Platforms like ActiveDEMAND simplify this process by automatically pushing chat data onto contact records and integrating with major CRM systems, enabling communities to track and nurture leads effectively.

Nurture Campaigns: Guiding Prospects Along the Journey 

nurture-prospectsFor prospects who are information gathering but not yet ready to engage in the sales process, senior living nurture campaigns provide a means of delivering relevant content and maintaining ongoing engagement. By delivering a sequence of targeted emails designed to educate and inform, communities can nurture leads and guide them through the decision-making process.

 

Including various content types, such as blogs, resident stories, and event invitations, allows communities to showcase the unique benefits of their community and address the specific needs and interests of individual prospects. Moreover, engaging with influencers, such as spouses or children, ensures that the conversation remains inclusive and addresses the concerns of all stakeholders involved.

Analysing Success: Leveraging Attribution Reporting 

analyseUnderstanding the effectiveness of various campaigns and channels is crucial for success. It allows marketers to track the entire customer journey, offline and online, from the initial interaction to the final conversion across multiple touchpoints and channels. Deploying a breadth of campaigns across different platforms can often make it challenging to measure and report on their effectiveness. However, ActiveDEMAND brings it all together with digital marketing dashboards and reports, providing marketers with a clear and concise overview of their marketing efforts. By analysing your behavioural data at each marketing touchpoint along the way, ActiveDEMAND enables marketers to identify which campaigns are driving the most significant impact and contributing to the bottom line.

 

With access to actionable data and insights, marketers can make informed decisions about where to allocate their resources and optimise their marketing strategies for maximum impact. Whether refining targeting parameters, adjusting messaging, or reallocating budget towards high-performing channels, ActiveDEMAND empowers marketers to drive tangible business results.

 

Moreover, the ability to easily report on business results to all stakeholders ensures alignment and transparency across the organisation. By demonstrating the impact of marketing efforts in terms of lead generation, customer acquisition, and revenue generation, marketers can garner support and investment for future initiatives.

 

Conclusion: Delivering Value Throughout the Marketing Journey 

Adding value in communications to later living customers involves engaging with prospects at every stage of their journey, from the initial exploration of options to the final decision-making process. By providing valuable educational content, fostering community engagement, maintaining an active social media presence, utilising chat functionalities, and implementing nurture campaigns, later living communities can build trust, establish relationships, and guide prospects along the path to becoming valued residents. 

 

Having Access to behavioural data is key to designing the type and frequency of content and gaining insights into the effectiveness of marketing. With the right tools and strategies in place, communities can accelerate their marketing and sales process and ultimately create a positive and fulfilling experience for all involved parties.

 

Designing systems to underpin your Later Living Sales & Marketing activities is something Lead Intuition excels at. If you would like to see how Lead Intuition and ActiveDEMAND could help accelerate move-ins for your Later Living Community, then give us a call or book an appointment today.

 

Call us today on 01603 552696 if you'd like to see it in action

 

If you don't have an ActiveDEMAND account you can:-

 Click here to schedule a discovery call and unlock the power of ActiveDEMAND in your IRC community.

Aactivedemand-gold-certified-partners the official UK reseller and support partner of ActiveDEMAND, Lead Intuition offers marketers the ability to simplify their marketing tech stack with this single powerful platform. ActiveDEMAND is a cloud-based marketing automation platform,  empowering marketers, agencies, and Retirement Living businesses to easily enhance their marketing efforts. Streamlined campaign management, funnel visualisation, content hubs, CRM and attribution reporting are just a few features that ActiveDEMAND offers while seamlessly integrating with various other business, sales and marketing applications. Lead Intuition brings the human touch to automation. As an ActiveDEMAND Certified Gold Deployment Partner, you can leverage our technical & digital marketing knowledge with the power of ActiveDEMAND to optimise your marketing strategies and drive impactful results.

 

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