There’s a chill in the air and it won’t be long until the 2017 Leading Age Annual Meeting & EXPOon October 29 - November 1,in New Orleans. Always one of senior living’s premier educational events, this year’s conference promises to be one of the best ever.
Digital (online) marketing is evolving and growing in importance every day. It has become a major force in business-to-consumer strategy and is now outpacing more traditional marketing approaches in performance and results.
Experts say that for those of us who operate in the senior living and senior care world, we have a simple choice – keep up with progress or fall behind.
If you’ve ever worked on the events-specific side of marketing and sales, you know that hosting, attending or even sponsoring major events and conferences – and minor ones – can be both extremely effective and also extremely expensive.
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.
A lot of the tips and techniques you find about improving your marketing relate to the actions you and your team take in order to raise awareness and ultimately turn a prospect into a paying customer. From social media to paid advertising, direct mail to email marketing campaigns – there’s no shortage of articles and insights into how to make these efforts even more effective as you look to acquire more customers and ultimately get a signed contract.
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.
Do some research about how to grow as a company and organization, and you’re bound to come across more than a few articles on culture and company core values – probably pretty quickly! Not only is company culture a buzzy phrase these days, it also does matter, and in a pretty big way. Things like company values, mission statement, core pillars and culture are all part of the essence that makes up the soul of your organization.
The senior living industry is, at its core, all about relationships. You develop deep and meaningful relationships with your residents, most of all, as you meet them, bring them into your community, learn from them, help them enjoy their lives to the fullest, witness them change over the years, and much more. Beyond that, you develop relationships with your residents’ family and friends, who may often stop by to visit and become part of your larger community.