Reversing the path of the client’s declining occupancy rates would require a layered approach.
A marketing plan that could be considered robust enough to adequately replace dependency on third-party listings did not have to be complicated, but it absolutely did need to be versatile enough so as to address each of the unique sections that comprise leading search engines such as Google and Bing.
The idea was to do everything in our power to ensure that the client was as highly visible online as possible during each step of the decision-making process.
We were also incredibly mindful of the inherent complexity and dynamics of this process, which can not only shift as the searcher gathers more information on what options for a senior living community are available but can look completely different based on where that searcher is located, as well as who is doing the searching — the would-be resident or his or her children.
Our comprehensive digital marketing strategy consisted of the following four pillars:
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Lead Attribution and Tracking
We’ll cover each of these bullets in more detail, but it’s important to note that, together, they were employed to accomplish three very important objectives:
- Increase the number of overall leads
- Improve overall lead quality (so as to lower the cost per acquisition of a new resident)
- Completely eliminate dependency upon third-party listing sites
As mentioned before, as it was explained to the client, this approach would not be a bandaid for the ailing communities; it would not be a snatch-and-grab approach founded on the promise of instant results.
That being said, we wanted to make sure that the comprehensive plan, layered to cover each of the unique results sections of search engines, would be segmented to also sustainably produce quality leads, including early in the process, with the long-term focus being to lower the cost per lead incrementally over time.
Here’s how we made that happen:
Search Engine Optimization
A strictly long-term solution, the viability of which over extended periods of time cannot be overstated, SEO should be the epicenter of any well-rounded digital marketing game plan. For this client in particular, it was treated exactly as such.
The goal was to optimize the client’s website so that it would rank well organically for a large assortment of crucial keyword searches. These keywords would represent the searches performed on behalf of interested prospects across all stages of the ever-changing decision-making process.
We achieved this by attacking the three elements of successful SEO: technical, content, authority.
The first step was cleaning up any technical errors that would either outright prevent Google and other search engines from indexing the site’s pages — or make it much too difficult to do so.
This acted as a mandatory foundation to the second step, which was to replace the site’s existing content with that which was engaging and answered the questions we and the client knew prospects would arm themselves with. This type of content is also something search engines crave.
Lastly, we needed to embark on a meticulous link-building campaign. These efforts would identify quality sources around the Web from which to link back to the organization’s website. As more of these sources were accrued over time, the more authority the site would portray to Google — and the keyword rankings would follow.
Local SEO
As its name explicitly implies, this process was input in place to optimize the organization’s marketing efforts to be seen for hyperlocal searches. If you think about it, local SEO can hold a unique importance when it comes to the senior living space, where children of prospective residents, located hundreds of miles away, may very well search for a community local to their parent’s location.
Think of terms like “senior living near me,” “local retirement communities,” and “where can I find an assisted living facility nearby?”
Local SEO can produce more immediate traffic, through platforms such as Google My Business and Bing Places, and we were able to leverage them and others, including tools to make sure the organization’s name, address, and phone (NAP) — a main signal of trust when it comes to local SEO — was consistent across the Web ecosystem.
Paid Search Ads
Paid search ads were used to most closely mimic the quick wins that were previously being relied upon by third-party listings to produce.
Less of a viable advertising method over time, more so in terms of cost-effectiveness rather than overall effectiveness, paid search ads work off an auction-based system that is subject to more fluctuations in cost than the stock market.
However, this can often be overlooked by their ability to achieve premium exposure near or at the top of search engine results, therefore increasing the likelihood of a click, website visit, and (possible) lead.
The goal for us was to arm the organization with a good number of leads early, albeit at what might be a cost higher than desired, and then continue to do so as time went on at a lower price per lead, which can happen thanks to the built-in advantages of paid ads that tend to reward successful campaigns with a lower cost for each click.
Proper Tracking & Attribution
Leveraging the right channels to reliably generate leads at a cost that diminishes with time was the main idea, but any marketing plan worth its weight is not complete unless it also includes transparent tracking.
This allows for attribution that is clear and definable, making it infinitely easier to implement changes on the fly and allocate funds to channels that are more successful than others.
We had to show the client that leads produced by our plan would be delivered at an average cost lower than those that were attributed to third-party listings.
Especially considering the properties that were acquired by our client had failed to track the exact source of each lead, it was even more crucial that we insist upon including transparent tracking and attribution as part of our efforts.
Lead Tracking / Source Attribution Tools Used:
Phone Call Tracking: Having the capability to measure the quality of all incoming calls was imperative.
Given the high volume of searches being performed for terms related to senior care, the opportunity for equally high call volume was apparent. We were confident the initiatives we had put in place for the client would put their site in a position to capitalize on this opportunity, but we needed to be able to peek behind the curtain.
The client needed to know what was happening — what was being said — on every phone call, each of which could be recorded in full.
This was achieved by purchasing a list of tracking phone numbers that would be implemented across all marketing channels. Each tracking number would be labeled to reflect the marketing channel for which it would be used, making it 100% transparent to the client where every call was coming from.
This level of in-depth knowledge could, in effect, crystallize the entire resident recruitment process for the client by allowing them to do the following:
- Identify and separate cold, warm, and hot leads
- Benefit from detailed insights to determine the success of different channels
- Use varying quality of calls to spot and improve weaknesses in internal sales processes
Not long after our marketing plan was set in motion, we discovered that approximately 10 percent of all tracked calls originated from what was determined to be warm leads. But more on that later.
Web Form Tracking: Those needing post-retirement care — whether the search is being done for the person actual needing the care or by his or her children — are sure to have plenty of questions, and it’s inevitable that at least a small percentage of them will not want to reach for a phone to jumpstart the conversation with a community.
For some, the most attractive option is to fill out a form on a site and then wait for a callback.
As such, we knew that proper tracking and attribution of all web form completions on the client’s site would be every bit as important as phone calls.
Every form, from the standard contact version to something more detailed, was properly labeled and would allow us to identify the traffic source of each successful submission, as well as the name, email address, and phone number of the submitter.
Gathering email addresses from these forms provided the client with a distinct advantage that could not be provided — at least not immediately — by call tracking. With every successful form submission, the person’s email address could be funneled into a sales pipeline that the client’s sales team could then use to nurture over time.
Although perhaps unsurprisingly, web forms were generated at a significantly lower rate than phone calls, they did produce a higher ratio of warm leads. Once we had filtered out all form submissions that represented solicitation attempts, we found that more than 75 percent of all valid submissions originated from warm leads.