Senior Living Marketing Perspectives

Topics Discussed and Key Points: How Sagely’s platform adds convenience for everyone in a senior care facility The importance Sagely places on personal, one-on-one connection How operators can take advantage of Sagely’s technology to reduce prospect friction Helping residents adopt new technologies Activities that have the highest engagement and preparing for the next generation Customizing Sagely’s platform to different groups Sagely’s remote learning capabilities and future on-demand initiatives   Episode Summary: In today’s episode, Debbie speaks with Hollie Kemp, Chief Operating Officer at Sagely, a Honolulu-based IT company that “marries the power of software, data, and the human element to empower caregivers, elders, and their families to improve elders’ well-being. Sagely is a platform to document, manage, and navigate the tracking and delivery of engagement and care programs” that can be used by both residents and their families. Hollie started out in the senior housing space over 20 years ago as a unit assistant. Through the years, she took on various roles, from caregiver all the way up to Chief Experience Officer. With a primary focus on memory care and engagement, her passion is quality of life and designing stellar lifestyles for the seniors in her care. Hollie agrees with Debbie that the pandemic has served as an “accelerator” that has forced operators in the industry to focus on making their systems and processes more effective and efficient. Sagely in particular has had to fall back and reflect on their core mission to “keep elders happy, healthy, independent, and connected”. This required them to create a two-pronged approach for 2020 and beyond: develop technology that is simple to use for residents who may not be tech-savvy, and “free up more time and also provide more efficient tools for that engagement director to meet their residents’ needs at all times.” Hollie has noticed that, amid the pandemic, “people are less focused on limitations and more focused on possibilities”. The adoption of new technologies today should not actually be as difficult as many make it out to be, even in the senior living space. What makes the difference are the goals you have going into a project, how you hold your team accountable to those goals, and why those goals matter. “In my opinion,” says Hollie, “in senior housing, technology is never replacing human touch. I do not believe that’s possible. I still think we’re a human business. Technology just enables the human to do their job better.” And this outlook should extend to those initiatives that technology aims to make possible. “A program,” continues Hollie, “can be wonderful on paper, but if it’s not alive in the community, it doesn’t matter.” Links: Sagely Hollie Kemp on LinkedIn

Topics Discussed and Key Points: Looking at the science of conversion and not just the art Using behavioral science to understand the thought process of prospects What data we should be looking at that informs strategic conversations with prospects Tools to help track engagement metrics Updating your website and communication tools to adapt to social distancing limitations Designing a website that gradually educates cold prospects to warm them up over time Creating content and designing web pages for different segments Designing your website as a draftsman rather than as an artist Optimizing your website for the mobile experience Episode Summary: In today’s episode, Debbie speaks with Brian Massey, Managing Partner at Conversion Sciences, a data-driven conversion optimization agency which seeks to “find those impulses to act that are hidden in your site.” If you are counting on the internet to drive your business, you cannot manage it without having access to behavioral data. Brian says that his role is not just the scientific complement to the art of marketing, but one that allows the marketer to “expand their art to be more creative”. Most businesses today do not need more leads, but more conversion. If they are aware of the data indicating the number of visitors, conversions, and the bounce rate (many companies do not even track these numbers), the first step is to look at the primary call to action that you want a particular page to make. Look at the amount of leads you are driving and how many engagements you are getting. Understanding the data helps you manage your relationship with visitors intelligently. Bounce rate is a great measure of the quality of the traffic on your website. There is a constant tension between getting more traffic and making the landing experiences better, and there is not necessarily a correlation between the two. Troubleshooting the experience to get more conversions requires an analysis of the visitor’s behavior as they navigate your site or landing page. Your website should always be updated to adapt to changes in the market. On the most practical level, this means looking at engagement metrics not just to know that data, but to know how to take action based on those changes. Conversion optimization is “an assembling of segments”, starting with the largest segment in the early stages of your business. Personas are a great tool for understanding what those segments are so that you can keep track of the types of visitors on your website. As you scale and become more sophisticated with your site, you can have more offers targeted toward specific segments. In the senior living space, some of those segments could include the adult children, seniors who would rather live in their home, and seniors who prefer a community. You should have a variety of content that caters to these different segments, and have pages on your website specially designed for these different kinds of content. Analytics will show how different segments behave differently on the pages you designed specifically for them. Links: Conversion Strategies

Topics Discussed and Key Points: How the senior care space has transformed in 2020 Managing your online reputation When and how to update your website Differentiating yourself with intentional copy Pushing sales messaging into the marketing funnel Creating content in 2021 Maximizing the conversion experience by incorporating flow When to automate your processes What tools operators should consider for their 2021 marketing budget  Episode Summary: In today’s episode, Debbie speaks with Andy Crestodina, co-founder and Chief Marketing Officer at Orbit Media, an award-winning 38-person digital agency in Chicago. The challenges we have seen in 2020 accelerated the trend toward the empowered prospect. There is more content than ever before for potential clients or customers to go through, which allows them to make a decision on a product or service even before meeting a representative of the company. Before, to learn what a business offered, you had to talk to people. Today, for many businesses that is no longer the case. The responsibility of a marketer, therefore, is to help prospects make a great decision by considering their product as an option. The foundation of your marketing efforts is evaluating your digital presence (and those of your competitors). From being present on most of the major social channels (depending on your demographic) to making sure you show up at the top of Google results, having both quality and quantity in your content marketing efforts should be one of the first major goals of your business. When it comes to designing and updating your website, always think about the perspective of the visitor. The site does not have to sell; but it has to give sufficient information to the visitor. The job of the website is to answer questions. What are their questions? What are their concerns? Which of those questions and concerns are among their top priorities? What are our best answers for those questions, and what evidence can we add to support those answers? When you know these things, you are ready to build a high-converting website. The job of the website is to give visitors sufficient clarity and trust (i.e. answers and evidence) to get them just over the psychological threshold toward contacting you. Asked about producing the right kind of content in 2021, particularly for the senior living space, Andy encourages operators to focus on the bottom of the funnel. Take care of your current prospects first: those who are already brand-aware. Many cold prospects may continue to have low intent going into the new year and might not be ready for anything—not even the initial call. Bottom-of-funnel content that answers sales questions should be prioritized; but also use this strategy to grow your email list. Work hard on the call to action to subscribe to your newsletter, because growing your email list puts you in control of your marketing destiny, unlike your social media platforms. Keep your subscribers in flow by keeping them engaged with a tailored content experience that regularly gives them value while keeping you top-of-mind until they are ready to take the next step. Links: Orbit Media Orbit Media Studios on YouTube Andy Crestodina on LinkedIn

Topics Discussed and Key Points: Roobrik’s purpose and unique approach to gathering data Gathering data and building trust via anonymous “conversational assessments” What senior living operators can learn from data gathered by Roobrik How COVID-19 has impacted prospect behaviors and uncertainties Other potential uses for Roobrik’s decision science technology Episode Summary: In today’s episode, Debbie speaks with Nate O’Keefe, Founder and CEO of Roobrik, “a survey or decision tool that helps older adults and families get unstuck [and] activate that audience that is right on the cusp. How can we help them understand their needs; their options?” Roobrik’s solution? Decision science. Their goal is not to market senior living as a prospect’s only choice, but to better inform them so that they can make that choice themselves. The typical senior living company website is, unfortunately, little more than an online brochure filled with impersonal stock images. “Nobody searches for senior living for fun,” says Debbie. Marketers have to make that extra effort to not only lead prospects to their website, but also to create comfort in order to help these prospects make life-altering decisions about their future. Roobrik gathers relevant information that helps prospects see if they are a fit for a community. They also put together resources that engage and build trust for those who are looking for options. Data is gathered through anonymous “conversational assessment” with the prospects which take their mindset into account, particularly with regards to their fears and worries. The assessment is anonymous because fears and worries, which prospects tend to minimize during the initial call, are the biggest challenges that operators need to tackle when promoting a new lifestyle as a possible solution. Prospects need to feel empowered and informed. Roobrik’s tool helps potential residents “overcome uncertainty and inertia” which, again, is why data is gathered anonymously. COVID-19 has obviously had a profound effect on the gravity of prospects’ doubts around senior living spaces. Nate acknowledges that perspectives will continue to evolve in the new normal. To gain a foothold over these ever-changing uncertainties, Roobrik asks, “What can we do that is additive and not noise?” The key is in gathering data, which serve as the foundation for any strategy. To this end, Roobrik has released “COVID impact reports”, which reveal that more people are looking—that prospects have developed a greater sense of urgency about their future options and are more willing to engage in conversations that will help them get unstuck.  Learn more about Roobrik at https://www.roobrik.com/

Topics Discussed and Key Points: The new channels Leading Response is leveraging to continue introducing people to their clients Is direct mail still a useful marketing tool today? What types of content are prospects looking for in the new normal? How to nurture and advance leads who are already in the pipeline Measuring ROI An easy way to double your click-through rate What the most successful senior living companies during the pandemic are doing differently Episode Summary: In today’s episode, Debbie speaks with Val Whitman, VP of Senior Living at LeadingResponse, on marketing, thought leadership, and innovation. LeadingResponse is a client acquisition firm with a focus on connecting qualified leads—adults, children, seniors—with the senior living client to nurture their relationship. This is best done is face-to-face, preferably onsite; but in the new normal, the company was forced to adjust its primary strategy. Fortunately, along with organizing in-person events, LeadingResponse has solutions for connecting people to their clients using online campaigns. Today, these campaigns have taken center-stage. LeadingResponse has a webinar platform that has proven to be their most popular tool for educating and building relationships with existing consumers. Using white-labeling capabilities available on the platform, clients can customize this visual experience to navigate the new normal with their prospects with ease. Prospects today are still looking for the basic information they have always wanted and needed; i.e. the differences between care levels, how costs are covered, how to have tough conversations with loved ones, etc. But now they also want to know how a company, as a brand and as a representative of their industry, can keep their loved one safe. The client needs to take this opportunity to showcase the benefits of staying at a senior living community during the pandemic. During these uncertain times, labor costs have generally gone up, as well as budgets for supplies, which could include test kits. Organizations need to learn how to do more with fewer dollars. It is important for a business to look at the tools and platforms that they currently employ, including webinars, direct mail, and virtual tours, and measure the ROI on each. If there is a problem in the execution of these tools, consider small solutions first. Sometimes, it is just a matter of changing the content or call to action. In some cases, improving ROI is also about sales execution. Are people following up with prospects? Are they even reaching out to new leads on time in the first place?  

Topics Discussed and Key Points: The lackluster quality of most stock photos depicting seniors What it is like to work with 80+-year-old models, including those with cognitive disabilities Why Tom incorporates stories into his photos How senior living facilities can improve their marketing by showcasing quality photos Justifying the cost of quality photoshoots for marketing purposes Rebuilding trust in senior living communities post-COVID 19 through photography   Episode Summary: In today’s episode, Debbie speaks with Tom Sanders, a professor of photography at Savannah College of Art and Design and the founder of Senior Living Photography and Senior Stock Photos. He is the author of the coffee table books The Last Good War: The Faces and Voices of WWII (2010) and Vietnam War Portraits: The Faces and Voices (2020). Debbie considers Tom to be the best in the senior photography niche which, she laments, is severely lacking. She notes the oftentimes routine, inaccurate, and sometimes even silly representations of seniors in traditional stock photographs. One reason for this, addresses Tom, is that many senior living companies are unwilling to invest in high-quality photoshoots. Debbie also criticizes run of the mill photos as idealized images of prospects that lack relatability (i.e. models are often a decade or two younger than the usual senior living demographic). Tom, on the other hand, is unafraid to literally get up close and personal with the people he is trying to represent. Debbie points out that many of Tom’s photos clearly display the wrinkles of his 80+-year-old models. They are posed simply, their humanity, personalities, and vulnerabilities all laid bare. Tom encourages more photography companies to take advantage of the stories that seniors have to share, so as to bring out the individuality of every single model. It is this level of care and openness that helped The Last Good War to earn the title of “Non-Fiction Book of the Year, Editor’s Choice” by the Forewords Review Magazine. Companies should be willing to invest in better quality photos of their seniors the same way they are already used to spending on photos of their facility. After all, a marketer’s job is to sell lifestyle, not real estate.   Check out Tom’s portfolio at https://seniorstockphotos.com/ and https://www.seniorlivingvisuals.com/

Topics Discussed and Key Points: Key impacts of COVID-19 on the senior living industry in China The importance of building relationships with prospects amid COVID-19 Useful technologies and other strategies to engage with prospects during quarantine How to “check the temperature” of your lead base during these turbulent times Training salespeople that can effectively navigate the current climate   Episode Summary: In today’s episode, Debbie speaks with Jeff Gronemyer, Director of International Census Development with Meridian Senior Living. He gives a global perspective on the impact of COVID-19 on the industry. Overseeing sales efforts for Meridian in China, Jeff is essentially a couple of months ahead in terms of best practices for interacting with prospects during the pandemic. In China, Meridian has completely shut down their buildings. The question prospects lead with is no longer, “When can we move in?” but, “What can you do to keep my mom and dad safe?” Meridian has shifted its marketing and sales to cover common concerns brought about by the new normal. This includes helping seniors gain easier access to produce and other basic necessities. There have also been a number of changes to protocols for moving in particularly with regard to making sure that health and sanitation take precedence over all else, while of course keeping the process comfortable and fear-free for seniors. During a time when communication is more important than ever for closing prospects in the senior living industry, Jeff says that there is now more focus put into the relationship aspect of things. Building a relationship with the prospect while leading them through the sales process has always been a tricky balance. The difference today is that prospects will not be moving into facilities until further notice, and so the pressure to close in advance is no longer there. This simply means taking the time to have meaningful conversations with prospects. One way that Meridian encourages its sales staff to adopt this focus is through sending information on relevant topics to chat about with seniors, such as historical events ranging from 1960 to 1976. This is a time to experiment and innovate with different technologies and other strategies to engage with prospects. It is also important to discover the changing attitudes, mindsets, and goals of your client base. Reach out—whether through surveys or focus groups—and soak in the different hopes, worries, and fears that prospects are currently experiencing. This is especially important since senior living communities are being dubbed as dangerous “petri-dishes” by certain media institutions. In order to respond to these messages, there is no better strategy than to communicate on a more intimate level with those you are looking to serve.

Topics Discussed and Key Points: SiteStaff Chat’s edge over other conversion services The two types of prospects that chat support representatives typically engage with How SiteStaff’s engagement specialists conduct conversations with prospects The importance of earning the right to ask for a prospect’s personal information Why Bill is passionate about empathy and culture   Episode Summary: In today’s episode, Debbie speaks with SiteStaff Chat Founder Bill Jennings on how prospects for senior living facilities engage with Chat’s online support staff. Bill founded his company as a response to the many other support services that have the unfortunate tendency to offer generic, information-laden responses to website visitors. Instead, SiteStaff Chat’s approach is that of “an emotional selling process; making people feel comfortable.” This approach turned out to be the perfect fit for the senior living industry, of which the emotional component is naturally higher among prospects. SiteStaff Chat typically sees two types of customers. The first type are family members looking for a place for their aging parents, but have little to no idea what to expect from or how to go about the process of moving them into a senior living facility. The second type are those looking to move themselves into a facility simply because they are looking for community and, of course, assistance. In both of these cases, support staff need to be both empathetic and understanding as they work to dispel prospects’ common fears while guiding them towards a decision. Chat’s engagement specialists are looking to provide real answers to prospect queries, as opposed to canned ones. Bill laments the “copy-paste” tactics of traditional services, where answers are scripted and superficial. Chat aims to qualify the prospect, not by attempting to methodically close them, but by “humanizing the experience”, first by establishing whether there’s even a fit for them in the first place, followed by diving into specifics around the prospect’s particular circumstances and goals. Today, Chat’s representatives spend an average of eight and a half minutes chatting with prospects. These eight and a half minutes are not spent giving an elevator pitch, but on having real, human-to-human conversations that aim to earn the right to ask the prospect if they are ready for the next step of the transaction. When much of the modern marketing world focuses on vanity metrics such as views, impressions, clicks, or website traffic, it is crucial for a company (and refreshing for prospects) to create personal experiences that give visitors real value. After all, senior living communities deal with high-intent prospects. By empowering these prospects to make informed decisions through meaningful conversations, any business can achieve more of the metric that truly matters: conversions.   Try SiteStaff Chat for 30 Days Free of Charge by visiting https://www.sitestaffchat.com/ or give Bill a call at (303) 349-4282

Topics Discussed and Key Points: The importance of creating an effective sales culture How to develop a sales training process Practical advice on empathetic selling to maximize your existing database when COVID-19 has slowed down the flow of new leads Lessons learned by Mike after having done over 150,000 mystery shops   Episode Summary: In today’s episode, Debbie speaks with Mike Miller, President and CEO of Primo Solutions, LLC, and the author of Selling at Combat Speed (2008) and Stop Selling & Start Caring (2011). They discuss the core message of Mike’s newest book which, while always relevant, is many times more so today amid the COVID-19 pandemic. The inspiration behind Stop Selling & Start Caring came when a colleague discussed the uncomfortable experience of looking for a senior living community for his mother. After visiting several communities, his colleague found that none of them even bothered to ask him how he, as the adult child, was feeling about the process. Instead, it seemed like all these communities cared about was making the transaction. Many institutions lack a clearly-defined sales training process which, by extension, results in a lack of a cohesive sales culture. Debbie and Mike agree that it is key to have a great sales trainer that regularly conducts sessions to help instill and maintain this culture. But more importantly, the company has to have leadership in place that, once training is done, can efficiently and effectively delegate in order to ensure the healthy growth of its culture. “You can have a great strategy,” says Mike.  “But if you do not have the culture in place and the buy-in where people really believe in the process and what they are doing, then it is not going to work.” COVID-19 has forced many businesses to focus on their existing database as the pandemic has led to fewer new leads coming in. Mike believes that senior living communities tend to spend too much money on incoming leads, and that many can actually fill their communities by investing in their current database. Additionally, the problem with a constant stream of leads is that communities will eventually have a difficult time to work with and nurture those leads already in the CRM. With regards to the current situation, Mike says that we have no choice but to “make a difference on the phone.” Even today, it is possible to increase your conversion rate via deliberate, creative, and empathetic selling. It starts with reducing your marketing spend and putting more focus on training your staff to work with existing leads.   Ask Mike for a free PDF of Stop Selling & Start Caring at mike.miller@primosolutionsllc.com

Topics Discussed and Key Points: What direction should marketing and communications take amid COVID-19? The power of “sharing, not selling” as a long-term approach to business development Why your organization should shift from crisis communication to resource communication How to get people comfortable about potentially moving into a senior living community during a pandemic What can we learn from this situation, marketing and communications-wise, to become better prepared should another crisis hit?   Episode Summary: In today’s episode, Debbie speaks with Dan Hutson, Marketing Strategy and Communications consultant. The pair discuss best practices around marketing and communication strategy used by various industries amid the COVID-19 pandemic, and how these practices can be implemented by the senior housing industry. Today, organizations have to choose between quietly waiting out the crisis, and looking for opportunities to innovate. Much of the senior living world has chosen the former strategy. Worse than that, some even chose to do “tone-deaf” marketing that completely ignores the new normal. Consumers and clients are more forgiving towards vulnerability and more “raw” messaging, as long as the company can assure them, with a level head, that they are willing and able to consistently follow through in spite of current challenges. “This situation has freed up your time from doing a lot of the business-as-usual marketing work,” says Dan. “Take this time to really think about interesting ways of connecting with your audience—communicating and creating ongoing conversations with them.” If more organizations adopt this paradigm, there may endure, long after the end of this crisis, a “sharing, not selling” approach to business. It helps greatly to put yourself in the shoes of those you’re trying to serve. Imagine what a typical member of your target audience is thinking, feeling, and doing at this very moment. One thing’s for sure: there’s so much uncertainty in the world today that people in general are just looking for leaders to help make their struggles more bearable. This, says Dan, becomes the perfect opportunity to serve as your customer’s go-between—to position your company as an incredible resource which provides useful services outside the usual scope of your business. At a time when social distancing is the norm, ask yourself how you’re adopting technology to support your sales and marketing effort. If you want more people to become comfortable with the idea of potentially moving into a senior living community, particularly during this pandemic, digital and inbound marketing should be your priorities. Many people are uninformed about the different types of available communities, not to mention their concerns about sanitation in these spaces. If relevance is what you’re after, there’s no better time than this moment to put out regular content that tells your customers exactly what services they should be expecting from your organization. This content should illustrate the reality of your senior living space as a “living, breathing community of people who are engaged in interesting, purposeful lives.”

Julie Podewitz - Chief Sales Officer at Vitality Living: Vitality Living has found great success using new marketing, sales and communication channels during the COVID pandemic.  Their brand reach has quadrupled and their teams are successfully adopting new technologies to attract, nurture and close sales.  Julie shares their best practices and results.  Get ready to be inspired!

The senior living industry has weathered hurricanes, earthquakes, tornadoes and fires. But COVID-19 is requiring a whole new playbook.  Join us for the inaugural podcast as we discuss lessons learned during COVID-19 and making the most of this unique situation. 

Senior Living Marketing Perspectives: Social Media Marketing with Kerri-Anne Pendergast  Episode Summary:  In this episode, Debbie Howard talks with Kerri-Anne Pendergast, Director of Social Marketing at Senior Living SMART, about the evolving landscape of social media marketing in the senior living industry. They discuss best practices, the importance of storytelling, the impact of social media on local search, and the role of AI in content planning.    Key Takeaways:  Social Media Guide: Senior Living Smart has published an updated version of its social media guide, which emphasizes best practices for posting, content mix, and the significance of behind-the-scenes content in senior living communities. Social Media for Advocacy, Engagement, and Trust: Social media plays a crucial role in building trust and engaging the audience, particularly in the senior living industry. Importance of Storytelling: Moving away from cookie-cutter strategies to storytelling helps in showcasing the unique personalities and vibrant lifestyles of senior living communities. Impact on Local Search: Social media, reviews, and Google Business Profiles are the trifecta for improving local search rankings and visibility for senior living communities. The Role of AI: AI can assist in content planning and brainstorming, helping to streamline social media strategies without compromising originality. Trends to Watch: Video content, storytelling, and increased marketing spend are key trends shaping the future of social media marketing in senior living. Resources:  - Transcript  - Book a call with Kerri-Anne  - Senior Living SMART’s Social Media Guide and Infographics  - Connect with Kerri-Anne Pendergast on LinkedIn 

Senior Living Marketing Perspectives: Consumer Perceptions of the Buyer Journey Episode Summary:  In this episode of "Senior Living Marketing Perspectives," host Debbie Howard from Senior Living Smart welcomes Jamison Gosselin, a 20-year senior living industry expert. First, Debbie and Jamison dive into SMASH survey findings about consumer perceptions of the buyer journey. Next, they continue on the topic by looking at what’s working in the industry, and what needs improvement. Then, the two shift the conversation to talk about social media and review sites and managing the promotional mix. Finally, they wrap up the podcast by touching on resident, employee, and professional experiences in the industry, as well as expanding the role of the marketing professional.   Topics Discussed and Key Points:   Findings from the SMASH about consumer perceptions of the buyer journey in senior living  What’s working and what's not working in the industry   Social Media vs. Review Sites  Managing the Promotional Mix  Experiences - Employee and Resident Satisfaction, Professionals, Advocacy, and Loyalty  Expanding the marketing professionals' role in senior living organizations -- e.g. the Marketing Mix  Jamison’s Bio:  Jamison Gosselin has served in and around the senior living business for more than 20 years in a variety of marketing, communications, and operations roles. Today, he works as an executive-level marketing strategist with B2C and B2B companies focused on seniors housing and multifamily assets.  Prior to his consulting work, Jamison developed business strategies and oversaw the execution of marketing, sales support, and communications in a variety of executive-level roles at leading companies. These companies include Sunrise Senior Living, Holiday Retirement, and Eclipse Senior Living. He also led marketing and communications at Argentum, a senior living trade association, and managed the senior living vertical business at G5, a digital marketing agency and SaaS company. Jamison got his career started at global telecommunications firm MCI (now part of Verizon) as a political action manager and later as a public relations manager at its headquarters in Washington DC.  Jamison has an MBA from George Mason University in Fairfax, Virginia and a BA in Political Science from The American University in Washington, DC. He also has a variety of marketing credentials from Duke University, George Washington University and the Content Marketing Institute.  Connect with Jamison on LinkedIn  Transcript

Senior Living Marketing Perspectives: Behavioral Science in Marketing Episode Summary:  In this episode of "Senior Living Marketing Perspectives," host Debbie Howard from Senior Living Smart welcomes Nancy Harhut, Co-Founder and Chief Creative Officer of HBT Marketing. Debbie and Nancy dive into the connection between behavioral science and marketing, specifically in the senior living industry. They explore the unique challenges that marketers face with customers and how using principles from behavioral science can be a solution. Finally, Debbie and Nancy discuss Nancy’s book, “Using Behavioral Science in Marketing” with some key takeaways that all marketers should consider.  Topics Discussed and Key Points:   What is behavioral science and why should marketers be interested in it?  Is it hard to add behavioral science to marketing campaigns?  Examples of behavioral science principles, and how marketers might use them.  Testing different behavioral science tactics in marketing strategies  Behavioral science may seem counterintuitive to some marketers – examples and reasons to embrace it.  Takeaways from Nancy’s book, “Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses”  Nancy’s Bio:  Getting people to take action is what Nancy is all about. Her specialty is blending best-of-breed creative with behavioral science to prompt response.  She and her teams have won over 200 international and national awards for marketing effectiveness. Along the way, she’s helped generate $68 million in incremental revenue for Nationwide, establish seven controls for the GM Card, and create one of H&R Blocks’ most successful campaigns.  Recognized for her work in B2C, B2B, and nonprofit, Nancy’s been named one of the 10 Most Fascinating People in B2B Marketing, a Social Top 50 Email Marketing Leader, and a Top 40 Digital Strategist. A frequent speaker at marketing conferences, she’s shared her passion with audiences in London, Sydney, Moscow, Madrid, Stockholm, Sao Paulo, Berlin, Dubai, and all over the US, including several return engagements at SXSW.   Prior to co-founding HBT Marketing, Nancy held senior creative management positions with agencies within the IPG and Publicis networks. Kogan Page recently published her first book, Using Behavioral Science in Marketing, Drive Customer Action and Loyalty by Prompting Instinctive Responses.  Connect with Nancy:  HBT Marketing’s Website: https://www.hbtmktg.com/    Nancy’s LinkedIn: https://www.linkedin.com/in/nancyharhut/   Company LinkedIn Profile: https://www.linkedin.com/company/hbtmktg/   Buy Nancy’s book, “Using Behavioral Science in Marketing”: https://www.amazon.com/Using-Behavioral-Science-Marketing-Instinctive/dp/1398606480/  Transcript

Episode Summary:  In this episode of "Senior Living Marketing Perspectives," host Debbie Howard from Senior Living Smart welcomes Maureen Longoria, Co-Founder of Live Now Relocation. Together, they dive into the complex process of relocating to senior living communities and discuss how Maureen's company assists both older adults and their adult children during this emotionally charged transition. They explore the unique challenges and best practices involved in senior relocation, shedding light on how communities can integrate these services into their marketing strategy to enhance their offerings.  Topics Discussed and Key Points:   Maureen shares her entrepreneurial journey, highlighting her passion for building services that meet unmet market needs.  The unique aspects of senior relocation, including downsizing, emotions, and local moves, that attracted Maureen to this industry.  Maureen explains the dual customer approach, addressing the needs of both older adults and their adult children.  The importance of validating and addressing the concerns of older adults moving into senior living communities.  Discussion on how LivNow Relocation helps break down barriers and accelerate the relocation process for older adults and their adult children.  The value of pre-vetted and qualified moving professionals and other service providers.  Debbie and Maureen discuss strategies for integrating senior relocation services into a comprehensive marketing strategy.  Maureen discusses the variations in relocation processes between life plan communities and rental senior living communities.  Challenges related to timing, selling homes, and the perception of space.  Addressing emotional barriers, such as downsizing and leaving a familiar home, and how senior living communities can assist prospects.  The trade-off of a better lifestyle and socialization in senior living communities.  Connect with Maureen:  LivNow Relocation Website: https://livnowrelocation.com/   Maureen’s LinkedIn: https://www.linkedin.com/in/maureenlongoria/   Company LinkedIn Profile: https://www.linkedin.com/company/livnowrelocation/  

Episode Summary: In this episode of Senior Living Marketing Perspectives, Debbie Howard interviews Sarah Nay, the Chief Operating Officer of Duct Tape Marketing and the founder of Spark Lab Consulting. They discuss the significance of having a comprehensive marketing system and its role in driving predictable growth for businesses. Sarah emphasizes the importance of aligning marketing and operations, sharing strategies to enhance the customer journey, retaining clients, and turning them into advocates. They also explore the critical role of metrics in assessing marketing success and the value of focusing on clients' needs and experiences. Sarah's insights provide valuable guidance for businesses looking to improve their marketing strategies and operations. Topics Discussed and Key Points:  Introduction to Duct Tape Marketing and Spark Lab Consulting Duct Tape Marketing: A strategic marketing agency with over 25 years of experience. Spark Lab Consulting: Focused on operations and systems consulting. Sarah's journey from an intern to COO at Duct Tape Marketing. The Marketing System vs. Marketing Plan Comprehensive nature of a marketing system, including strategy, implementation, and metrics. Aligning marketing efforts with a well-defined strategy for consistent messaging. The Marketing Hourglass Understanding the marketing hourglass as a framework for guiding prospects through stages of "know, like, trust, try, buy, repeat, and refer." Importance of consistency across brand messaging and channels. Creating Emotional Connections Balancing education with storytelling and emotional connection in marketing. The role of emotional connection in senior living marketing. Aligning with Prospects and Post-Close Marketing Aligning with prospects on their journey rather than pushing the brand. The significance of post-close marketing in retaining clients and generating referrals. Incorporating Fulfillment into Marketing Strategy Integrating fulfillment and operations into marketing strategies to ensure a consistent and positive client experience. Delivering on brand promises through excellent client service. Budgeting and Strategy The importance of setting aside time for strategic budgeting and avoiding the chase for shiny objects in marketing. Focusing on clients and the channels they use for wise marketing decisions. Connect with Sarah Nay: Duct Tape Marketing Website: ducttapemarketing.com Spark Lab Consulting Website: sparklabconsulting.com/  LinkedIn Profile: Sarah Nay Transcript

Episode Summary: In this episode, host Debbie Howard engages in a conversation with Scott McCorvie, founder of Vita Senior Living and Generational Movement, about his mission to improve lives in the senior living industry. Scott shares his passion for providing purpose and improvement strategies for seniors and his desire to create a global impact through his company. He discusses his podcast, "The Inner Circle of Senior Living," and how it focuses on connecting with the baby boomer generation and sharing valuable tips and strategies for industry improvement. Scott emphasizes the importance of caring, communication, and connection in the senior living industry, forming the basis for his movement to elevate and enhance the industry.  Topics Discussed and Key Points:  Scott McCorvie launched Vita Senior Living and Generational Movement, a multimedia content platform ,driven by his mission to improve lives in the senior living industry.   He wanted to share improvement strategies and tips globally through his podcast, "The Inner Circle of Senior Living," with a specific focus on the baby boomer generation.  Scott emphasizes the importance of connection, communication, and providing purpose in senior living.  The movement he has created aims to enhance and elevate the industry, with a focus on the new generation of seniors.  Scott discusses the challenges faced by the senior living industry, such as recovering from the impacts of COVID-19, occupancy challenges, and economic factors like inflation.  Despite the challenges, Scott remains optimistic about the industry's future due to the ongoing demand for senior care and the need for human connection and engagement.  The conversation touches on the role of marketing in senior living and the shift toward implementing smart marketing strategies to drive growth and attract residents.  Debbie Howard highlights the importance of creating a sense of belonging and emotional connection with potential residents through personalized marketing campaigns.  Scott and Debbie discuss the balance between older and newer senior living communities and the opportunities for repurposing and updating older properties to meet today's standards.  They explore the similarities between senior living and the hospitality industry and the significance of operations and resident experience in creating successful communities.  The conversation touches on the potential benefits and challenges of establishing national senior living brands and the market-specific nature of the industry.  Scott emphasizes the need for senior living providers to focus on market-specific decision-making and adapt to the unique needs and preferences of each community.  The episode concludes with a discussion on the prospect journey and the importance of addressing the "whether, where, and when" stages to effectively engage potential residents.  Resources Mentioned:  Vita Senior Living  Generational Movement  "The Inner Circle of Senior Living" podcast  Generational Movement on LinkedIn 

Episode Summary:  This episode explores the current state of AI in marketing, its use cases, limitations, and the future potential of AI in shaping marketing strategies. Debbie Howard and John Jantsch discuss various aspects of AI in marketing and share their insights and excitement about its future developments.  Topics Discussed and Key Points:    Current State of AI in Marketing:   AI is being widely experimented with for various purposes in marketing AI, specifically chat GPT (a large language learning model), has gained significant attention and usage.  AI is still in its infancy stage, and many of the current interactions are limited to computation and basic tasks.  AI tools are integrated into various software, providing data, ideas, and efficiencies.  Current Use Cases of AI in Marketing:  AI is used for content generation and creation, especially in producing large amounts of content quickly.  AI tools can assist in writing articles, blog posts, and metadata, saving time and allowing for more creativity.  Personalization is a potential use of AI, tailoring content to specific audiences and personas.  AI can analyze data, extract trends, and provide insights for marketing strategies.  AI is helpful in analyzing target markets, understanding customer concerns, and generating content ideas.  Limitations and Challenges of Current AI in Marketing:   AI-generated content may not accurately represent a brand's voice or values.  AI tools require careful monitoring and editing to ensure brand consistency and accuracy.   Privacy concerns exist when using AI tools that make uploaded content public.  Future State of AI in Marketing:  Future AI applications may involve personalized customer journeys and interactive websites.  AI could assist in reverse engineering data to identify top prospects and shorten sales cycles.  AI may help analyze customer behavior, predict trends, and suggest marketing strategies.  Improved AI image and video generation could facilitate easier content creation.  Concerns arise about the impact of AI on future generations and the need for responsible usage.  Exciting Developments in AI:  Advancements in AI image and video generation, allowing for easier and customizable content creation.  Potential for AI to produce videos based on scripts and various styles, simplifying video production.  AI's role in marketing extends beyond content creation to data analysis, personalization, and customer insights.  Transcript: AI in Marketing Transcript.docx  Resources:  Duct Tape Marketing Website  Follow John and DTM on LinkedIn 

Topics Discussed and Key Points:  In this episode of "Senior Living Marketing Perspectives," host Debbie Howard and guest Chris Zook delve into the topic of using Google Ads for senior living communities. They discuss the importance of differentiation, targeting the right audience, and optimizing strategies to maximize conversions.  Chris provides insights on creating effective landing pages and emphasizes the significance of marketing automation in nurturing leads throughout the sales cycle. Overall, Google Ads prove to be a must-have tool for senior living communities to reach their target audience and increase conversions.  Episode Summary:   Differentiating Senior Living Communities: Debbie and Chris highlight the importance of creating a unique strategy for each senior living community, even if they offer similar services and amenities. Each community has its personality, presentation style, and target audience.  Financial Qualification Concerns: Debbie raises the concern that it's challenging to financially qualify potential residents. Chris explains that although it's not possible to target income levels explicitly, senior living communities can mention their pricing in ads to attract individuals who can afford their services. He also discusses the use of negative keywords on Google Ads to refine lead quality.  Designing a Strategy: Debbie and Chris discuss the nuances of designing a marketing strategy based on the desired types of leads. They explore the importance of understanding the different stages of the sales funnel and tailoring the approach accordingly. They mention offering options like downloading a brochure, speaking to an advisor, or scheduling a visit in ads to accommodate different preferences.  Power of Marketing Automation: Chris emphasizes the value of marketing automation in senior living marketing due to the longer sales cycle and the need for multiple touchpoints. He explains how offering a brochure as a low-commitment lead generation opportunity can help capture leads who are researching senior living options. Marketing automation, combined with regular email touchpoints, keeps potential residents engaged and increases the chances of conversion.  Landing Page Design: Chris discusses the importance of well-designed landing pages focusing on one specific purpose. He emphasizes the need for mobile-friendly designs, clear calls to action, and an intuitive layout. The goal is to make it easy for prospects to understand what they need to do next and maximize conversions.  Effective Conversion Rates: Debbie asks about the ideal conversion rate for senior living campaigns. Chris explains that the conversion rate can vary depending on geography and budget. Generally, a conversion rate of 8-15% is considered strong. Chris emphasizes that effective advertising is as much about allowing prospects to self-qualify out of the sales funnel as it is about bringing them in.  Understanding the Value of Conversions: Debbie and Chris address the question of how much to pay for a conversion. Chris highlights that conversions are a valuable digital currency, as they provide contact information and indicate genuine interest. He explains that finding the right balance between attracting prospects and filtering out unqualified leads is crucial for both the community and the prospects.  Resources:  Connect with Chris Zook on LinkedIn  Episode Transcript  Blog: Googe Ads for Senior Living: How to Find the Prospects who need you