The retirement market is steadily increasing, and baby boomers continue to integrate technology into their everyday lives. If you want your business to prosper and cater to the baby boom era then it’s time to implement digital marketing.
Digital marketing has burst into an increasingly diverse field, encompassing a vast range of techniques and strategies allowing businesses to curate a strategy to fit their exact needs like never before. With the flexibility of so many channels to choose from, increasingly engaging formats, innovative tracking tools, and most importantly baby boomers moving online, there is no question that it's necessary. But with digital marketing’s continued expansion, it can be overwhelming to dive right in. What success in digital marketing boils down to is selecting the right channels, the right metrics, and having the right mix of content and technology.
What Channel Should You Use?
You don’t want all your hard work falling on deaf ears but with so many channel options it can be challenging to know which platforms will be most effective at capturing qualified leads. The channels that will benefit your business will depend on your predetermined goals, your target audience, and your budget.
As marketing executives of retirement, independent living, or assisted living communities we know the importance of generating trust, establishing yourselves as quality care providers within your industry, and increasing your visibility. Based on your goals and your target audience of adult children, we believe that well-designed user-friendly websites, robust blogs, a strategic SEO strategy, and effective paid search campaigns are strong ways to utilize digital marketing within your industry. Blogs are an effective way to build trust and position yourself as an industry leader. Not sure what to publish? Share news, post photos, and answer frequently asked questions to current and potential residents. Aside from making your site more engaging, a blog will also boost your search engine optimization (SEO) rankings. If used properly, search engine optimization (SEO) can be your most valuable lead source. Being easily found on search engines gives your site more exposure and brings more traffic to your site. Search engines like Google reward higher rankings to high-quality content and easy-to-use sites. However, a successful SEO strategy is not complete without an equally important paid search campaign.
Not only does paid search advertising allow you to rank for keywords around your brand and locations, but it also gives you keyword insight to build better organic content such as your blogs. Furthermore, combining the two tactics increases your company’s visibility in search, giving you a better chance to capture your searcher’s attention and increase leads to your site. Different channels will give you different results so be sure to consider your goals for each campaign- digital marketing is not one size fits all.
Are you asking the right questions?
Digital marketing is only beneficial if you know how to track its success. In traditional marketing, the exact success of your radio ad or print campaign can be blurry. However, digital analytics are a key aspect of digital marketing. You can see the number of likes, comments, views, percent engagement, clicks, even as far as where your viewers are located. But with so many detailed insights, how do you determine if your campaign was actually successful?
The first step is to ensure you are asking the right questions. Who is being measured, what are you measuring, and is this helping your bottom line? Key analytics for all industries to consider are traffic source, sales revenue, and conversion rate. Knowing where your leads are coming from will tell you which channels are driving success and ultimately where you should be investing your time and money. Traffic sources to focus on are direct visitors, organic search, referrals, and social media. To ensure your efforts are bringing the right people to your site, you need to analyze your conversion rate. If your ad is generating a high volume of traffic on the site but low numbers are completing the desired goal, then you likely are not capturing the right leads.
Lastly, the foundation of marketing is to generate sales so it's crucial to understand if your efforts are paying off. Utilizing a software system or a third party that specializes in measuring this data will help you to associate your sales increases with your marketing initiatives. When digital marketing analytics are used successfully, they provide detailed insight into your consumer base and open the doors for innovation.
Find the perfect mix
An effective mix of content and technology is a driving factor for the success of your digital marketing strategy. A killer rotation of blogs and whitepapers may go unread if not optimized by marketing on platforms such as Facebook or boosted by investment in SEO. The same outcome can be found on the other side of the spectrum. A pay-per-click campaign could drive all the traffic in the world, but they won’t convert to leads unless the site hosts meaningful content. When utilizing digital marketing to boost your content, speak to what the audience needs- throughout every step of their process down the funnel. Capture leads by utilizing digital marketing strategies to generate brand awareness, then provide them with the in-depth content that gives them the confidence to complete their goal.