April 8, 2024 • 6 mins
Join your host, Natasha Drake, from Drake Strategic for her Three Tips in 3 Minutes for April. On Episode 6, learn the top three tactics and strategies you must be doing in your marketing plan to help increase your results.
This is the Drake Insights Podcast, your weekly dose of cutting-edge senior living marketing insights. Your host, Natasha Drake from Drake Strategic, will bring you bold ideas, proven strategies, and inspiring stories – straight from the experts.
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Episode Transcript
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Natasha (00:00):
This is the Drake Insights podcast, your weekly dose of cutting
edge senior living marketing insights.
Join me, your host, Natasha Drake for boldideas, proven strategies and inspiring
stories straight from the experts.
Tune in and let's conquer the seniorliving marketing landscape together.
Hey guys, welcome back tothe Drake Insights podcast.
I'm your host, NatashaDrake from Drake Strategic.
(00:23):
So on today's episode, we're goingto be doing another three and
three, three tips in three minutes.
Let's get started.
So today's three and threeis really just a high level.
What are the top, most important seniorliving marketing tips I can give.
I want to talk more holisticallyabout what are the top three things
(00:44):
you want to make sure you're doing toreally have an impact on the number
of leads you get and being a wise useof your dollars spent to go further.
So number one is making sure you'rehaving an omni channel marketing approach.
And what I mean by that is not simplythat you're using all different types
of marketing advertising avenues.
But that each strategy and tactic you'redoing uses all of those marketing avenues.
(01:09):
So for example, you're having a leadgenerating event where you have a
direct mail to a large purchase list.
Why don't we also target that same listdigitally before and after the event?
Why don't we also have a QRcode on that direct mail that
drives to a custom landing page?
Perhaps there's some kind of downloadablecontent we can get them to convert, even
(01:32):
if they can't come to the event, to showthat we're an expert in the market and
we're also giving them something to takehome with them before they even come,
or trying to get them to come in for avisit prior, as well as having some kind
of, maybe if they fill out that formthey get a marketing automation campaign,
we have an email, a newsletter goingout inviting them to that event, and
also having traditional media as well.
(01:54):
So if you can see, with one tactic,by using all the different marketing
avenues, digitally, traditional directmail, traditional media, and email
marketing, you're going to significantlyincrease the number of leads and
conversions you get from that one tactic.
So always think about, every time you'rethinking of a strategy or a tactic you're
(02:15):
going to be employing, making sure it'struly omni channel, and you're doing it
as much as you can in all the differentways we can target that individual.
The second tip is to make sure we're notjust spending paid dollars on Google.
I know that that's the focus thesedays, and obviously digital is
(02:37):
extremely important, but thereare so many other ways we can be
generating higher quality leads thanjust paying Google with paid ads.
We're going to talk about thisa little more next week with
Sarah Eggers, my SEO specialist.
But for today, one of my tips hereis just to make sure you're not
just throwing dollars at Google.
(02:57):
You're missing about twothirds of your leads, right?
So a third of their leadsmight be clicking on that ad.
But we know the younger demographic,your adult children, and a lot
of very tech savvy seniors arescrolling now past that paid ad.
And so if we're not focusing on our SEOrankings, our organic content, focusing
(03:18):
on our Google My Business profile,making sure we have good reviews and our
listing is really ranking high , thenwe're missing on two thirds of our leads.
So number two tip is to not just spendpaid dollars on paid ads, but also
investing time and money and strategy onhow are we improving our organic rankings.
And even more importantlytoday is your rating and your
(03:40):
Google My Business profile.
about a third of your leads are clickingon those, maybe even more than that now.
And so we want to make sure thatwe're not missing the leads that
are going past your paid ads, andthat you're showing up first in your
listing and in your organic ranking.
And then your third tip for today isyour website, which this could be a whole
(04:00):
video in itself . But we want to makesure that when they then get to your
website, that your website is interactive,informative, and has a lot of, strong
calls to action and conversion points.
So, number one, informative.
We want to make sure on yourwebsite, you have everything that
that prospect is looking for.
You have pricing information,and I understand that's difficult
(04:22):
sometimes to put, but then havesome kind of pricing comparative
review on there for them to look at.
Making sure you have allthe information about
what you offer, the care, the services,and not just listed, but really helping
them, walking them through that process.
When they get to your site,you don't want them to leave.
So you want your prospect to be able tofind all that information very easily.
Number two is interactive.
(04:43):
We want to make sure that you have floorplans, you have videos, you have images,
you have downloadable content, that yourprospect is able to click through and
get a lot of information on one site, Andthe third tip for your website is to make
sure you have strong conversion points.
So as soon as they get there, they don'thave to search and try to find a form.
Right there above the fold, theyhave a quick conversion point to
(05:04):
be able to get more information.
Hopefully they have some kind ofdownloadable content, so they're
actually getting something when theyfill out a form, and having a chatbot.
Having a chatbot on your websiteis extremely crucial today.
It has increased leads at some ofmy communities for over 40 percent.
So making sure your website overallis interactive, informative, and
(05:24):
has strong conversion points.
Okay, so there's your threetips in three minutes.
I know that was a lot of tips in one, butjust your overall, overarching marketing
strategy tips again, to recap numberone, making sure that you have an omni
channel approach in your marketing plan.
Number two, making sure you're not justspending paid dollars on Google that
(05:45):
you're actually investing in making sureyour organic rankings and your Google
My Business profile listing and yourreviews are ranking higher on the Google
search and number three is your website.
Making sure that your website, when yourprospect finally does get to your site,
that it is informative, interactive,and has strong conversion points.
All right, well that's it for today.
I hope you enjoyed watching.
(06:06):
I look forward to seeing you next time.
Bye.
Real quick, if you enjoyedwatching the podcast today, please
follow me and subscribe so you'renotified for the next podcast.
And if you have any questions or wantto talk after about anything that Drake
Strategic can provide for you, pleasereach out to me, call me, email me, or
visit our website at drakestrategic.
com.
This is the Drake Insights podcast, your weekly dose of cutting
edge senior living marketing insights.
Join me, your host, Natasha Drake for boldideas, proven strategies and inspiring
stories straight from the experts.
Tune in and let's conquer the seniorliving marketing landscape together.
Hey guys, welcome back tothe Drake Insights podcast.
I'm your host, NatashaDrake from Drake Strategic.
(00:23):
So on today's episode, we're goingto be doing another three and
three, three tips in three minutes.
Let's get started.
So today's three and threeis really just a high level.
What are the top, most important seniorliving marketing tips I can give.
I want to talk more holisticallyabout what are the top three things
(00:44):
you want to make sure you're doing toreally have an impact on the number
of leads you get and being a wise useof your dollars spent to go further.
So number one is making sure you'rehaving an omni channel marketing approach.
And what I mean by that is not simplythat you're using all different types
of marketing advertising avenues.
But that each strategy and tactic you'redoing uses all of those marketing avenues.
(01:09):
So for example, you're having a leadgenerating event where you have a
direct mail to a large purchase list.
Why don't we also target that same listdigitally before and after the event?
Why don't we also have a QRcode on that direct mail that
drives to a custom landing page?
Perhaps there's some kind of downloadablecontent we can get them to convert, even
(01:32):
if they can't come to the event, to showthat we're an expert in the market and
we're also giving them something to takehome with them before they even come,
or trying to get them to come in for avisit prior, as well as having some kind
of, maybe if they fill out that formthey get a marketing automation campaign,
we have an email, a newsletter goingout inviting them to that event, and
also having traditional media as well.
(01:54):
So if you can see, with one tactic,by using all the different marketing
avenues, digitally, traditional directmail, traditional media, and email
marketing, you're going to significantlyincrease the number of leads and
conversions you get from that one tactic.
So always think about, every time you'rethinking of a strategy or a tactic you're
(02:15):
going to be employing, making sure it'struly omni channel, and you're doing it
as much as you can in all the differentways we can target that individual.
The second tip is to make sure we're notjust spending paid dollars on Google.
I know that that's the focus thesedays, and obviously digital is
(02:37):
extremely important, but thereare so many other ways we can be
generating higher quality leads thanjust paying Google with paid ads.
We're going to talk about thisa little more next week with
Sarah Eggers, my SEO specialist.
But for today, one of my tips hereis just to make sure you're not
just throwing dollars at Google.
(02:57):
You're missing about twothirds of your leads, right?
So a third of their leadsmight be clicking on that ad.
But we know the younger demographic,your adult children, and a lot
of very tech savvy seniors arescrolling now past that paid ad.
And so if we're not focusing on our SEOrankings, our organic content, focusing
(03:18):
on our Google My Business profile,making sure we have good reviews and our
listing is really ranking high , thenwe're missing on two thirds of our leads.
So number two tip is to not just spendpaid dollars on paid ads, but also
investing time and money and strategy onhow are we improving our organic rankings.
And even more importantlytoday is your rating and your
(03:40):
Google My Business profile.
about a third of your leads are clickingon those, maybe even more than that now.
And so we want to make sure thatwe're not missing the leads that
are going past your paid ads, andthat you're showing up first in your
listing and in your organic ranking.
And then your third tip for today isyour website, which this could be a whole
(04:00):
video in itself . But we want to makesure that when they then get to your
website, that your website is interactive,informative, and has a lot of, strong
calls to action and conversion points.
So, number one, informative.
We want to make sure on yourwebsite, you have everything that
that prospect is looking for.
You have pricing information,and I understand that's difficult
(04:22):
sometimes to put, but then havesome kind of pricing comparative
review on there for them to look at.
Making sure you have allthe information about
what you offer, the care, the services,and not just listed, but really helping
them, walking them through that process.
When they get to your site,you don't want them to leave.
So you want your prospect to be able tofind all that information very easily.
Number two is interactive.
(04:43):
We want to make sure that you have floorplans, you have videos, you have images,
you have downloadable content, that yourprospect is able to click through and
get a lot of information on one site, Andthe third tip for your website is to make
sure you have strong conversion points.
So as soon as they get there, they don'thave to search and try to find a form.
Right there above the fold, theyhave a quick conversion point to
(05:04):
be able to get more information.
Hopefully they have some kind ofdownloadable content, so they're
actually getting something when theyfill out a form, and having a chatbot.
Having a chatbot on your websiteis extremely crucial today.
It has increased leads at some ofmy communities for over 40 percent.
So making sure your website overallis interactive, informative, and
(05:24):
has strong conversion points.
Okay, so there's your threetips in three minutes.
I know that was a lot of tips in one, butjust your overall, overarching marketing
strategy tips again, to recap numberone, making sure that you have an omni
channel approach in your marketing plan.
Number two, making sure you're not justspending paid dollars on Google that
(05:45):
you're actually investing in making sureyour organic rankings and your Google
My Business profile listing and yourreviews are ranking higher on the Google
search and number three is your website.
Making sure that your website, when yourprospect finally does get to your site,
that it is informative, interactive,and has strong conversion points.
All right, well that's it for today.
I hope you enjoyed watching.
(06:06):
I look forward to seeing you next time.
Bye.
Real quick, if you enjoyedwatching the podcast today, please
follow me and subscribe so you'renotified for the next podcast.
And if you have any questions or wantto talk after about anything that Drake
Strategic can provide for you, pleasereach out to me, call me, email me, or
visit our website at drakestrategic.
com.
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