Like it or not, more and more families are online researching options and spending less time in person with sales professionals. With the new year around the corner, here are five ways to generate more leads.
1. Establish a strong online presence
Print advertising is expensive and not nearly as effective as it used to be (although some would argue it never really was). While this may seem like a big shift for your organization, try investing those marketing dollars into measurable marketing strategies like updating the design of your website, increasing your social media presence, and creating well-written content (like blog articles, checklists, online quizzes or eBooks) that attract, engage and convert potential buyers.
2. Create more visual content
When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retain 65% of the information three days later.
By the end of 2017, video content will represent 74% of all internet traffic. Videos are not only visually appealing, but have a highger liklihood of being "liked", shared or commented on than written content.
Another way to incorporate more visual content is to use infographics. Infographics are "liked" and shared on social media 3X more than other any other type of content.
3. Marry paid online advertising with content marketing
The sooner you are on a prospects radar, the more likely you are to be an option. Many providers have begun using pay-per-click as an advertising strategy, but have you considered using paid advertising to amplify the reach of your most valuable content?
Remember, quality over quantity generates a higher return on investment. Use targeting to identify geographic areas, and other qualifying criteria that help narrow down who you want the ad to reach.
4. Get serious about social
Many senior living providers are still struggling to identify the seret recipe to an effective social strategy. Utilize buyer personas to identify what channels your organization should be focusing on and what type of content should be the focus.
Consider creative ways to reach your target audience. Post senior-friendly heart-healthy recipes to pinterest, or start a Facebook group for professionals in your market that work with seniors and facilitate discussions using polls, Facebook live, and chat features in Facebook.
5. Partner with an Agency
Digital marketing isn't a one-man (or woman) show. Rather than working to deploy one or two tactics, work with an agency to develop a comprehensive digital marketing strategy. Strategy should be driven by goals, customer research, and data.
Which strategy is on your radar for 2018?
Elite Business Systems is an inbound marketing and sales consulting agency located in West Central Minnesota. Working primarily in the healthcare industry, Elite works with senior living providers, home health and hospice agencies, hospitals, and skilled nursing providers to implement digital lead generation strategies, or build customized sales processes to nurture prospective families to a close.