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Understanding The Importance of Diversity in Advertising

On our blog, we’ve talked often about the importance of knowing your audience. If you’ve followed any of our advice, you hopefully understand why it’s critically important to know your audience if you’re hoping to create effective messaging and marketing that resonates with them.

At the same time, that doesn’t mean just honing in on the things you think your audience wants, or even speaking solely to that hyper-specific subset of customers you think will convert into paying residents.

Frequency or Reach – Deciding Based On Your Campaign's Goals

Any time you set out to create and run a marketing, public relations, or media campaign, you likely have a big picture idea of what you want to accomplish. Increase your prospective customer base, boost your sales, increase visibility and strengthen customer loyalty are all worthwhile goals of any such campaign, and many well-executed campaigns will hit the mark in several of these areas.

Tying Digital Touch Points into Your 2017 Marketing Plan

There’s a reason why many organizations and businesses rely on marketing plans that lean heavily on more “traditional” tactics, such as print, radio, television and word of mouth, to generate results. These methods, while traditional, are still very effective! Today’s seniors may be more tech savvy than any seniors before them, but they are still some of the top consumers of traditional media, and move into new technologies slower than other demographics.

Sharing the Stories Your Audience Wants to Hear

Public relations (PR) is sometimes seen as the “spin” creator for many companies. A lot of people see the practice of public relations as a way to put a certain spin on a story in order to use it to your benefit, even if it may not really be a positive story, or to take a negative story and put it in the best light possible. For that reason, lots of people also have misconceptions about PR as a practice, what it can do, how it should be used and how PR professionals do their jobs. It definitely gets a bad rap sometimes!

Why Online Lead Nurturing Is NOT Optional

The word “nurture” probably conjures up a few different images, depending on your own personal experience. For some, images of a gardener’s loving hand might crop up as he or she tenderly nurtures budding plants to bloom. Others – parents, most likely! – probably think about nurturing their own children, guiding them thoughtfully through the various challenges they encounter. If you’re a marketer, though, your mind probably goes straight to sales – and for good reason.

The Importance of Audience: Effective Daypart Targeting

Effective Dayparting

In years past, advertising or, at least, choosing where to advertise was a pretty simple task because there were only so many mediums to work with. They are what we refer to today as “traditional” advertising avenues and are largely print-based. From magazines to posters, pamphlets to newspapers and even billboards, these mediums were pretty straightforward – at least when compared to the options businesses have today!

How to Bridge the Gap Between Print and Online Media

Before the advent of digital media, it could have been said that advertisers and marketers had a pretty straightforward job. Or, at least, their jobs were less complicated when compared to what today’s marketers and advertisers face.

One of the biggest changes to the advertising and marketing environment in the last few decades has been the addition of the digital realm. Print used to rule the entire marketing scene, but now, digital is a huge piece of the equation and its influence only continues to grow.

Optimize Your Traditional PR by Taking It Online

When senior living providers ask us which form of public relations is best suited to their target audience (i.e., traditional or online), we usually answer, “Yes!”

The fact is that both forms have their strengths and advantages, especially when you consider that senior living communities have multiple audiences that include older adults, their adult children and professional referral sources.

5 Ways “Pay-Per-Click” Ads Can Improve Your Conversions and ROI

Today, there are an increasing number of highly sophisticated marketing tools and techniques that are changing the game in senior living occupancy growth, brand building and return on investment(ROI). “Remarketing” content optimization for Page One search rankings and Google Analytics are just a few of the “smart” technologies that growth-oriented senior living communities are employing these days.

“Remarketing”: An Innovation that Keeps Your Brand Working Overtime and Your Prospects Engaged

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