7 Occupancy Killing Internet Marketing Mistakes & How To Fix Them Kevin Williams President SeniorMarketing.com

Gifts & Handouts at the end!

Who Am I? Built over 120 retirement community online campaigns for large name organizations. Now President of SeniorMarketing.com Have been published numerous times in: McKnight’s Long Term Care New And Assisted Living Long Term Living Magazine Advanced Long Term Care Management Chicago Tribune National Real Estate Investor And Many More Kevin Williams

Mistake #1) Having A Flashy Website 95% of websites are utterly ineffective Madison Ave. vs. Direct response What really is Branding

Direct Marketing Websites Your website should follow direct response principles. Get more leads immediately without spending another dime. Ask users to take a specific action. The way the search engines work.

What Are You Trying To Accomplish? Leads? Nurture? Sales? Brochure?

#2) Not using 6 essential lead generation elements. 1. Congruence With The Ad. 2. Navigational Ease And Transparency 3. Graphical Substance 4. Credentials 5. A Clear Call To Action 6. Provide Contact Information

#3) Asking before giving. Not nurturing relationships. People are in research mode. Be the one to educate them. Communicate early and often. 7 Exposures minimum before making a decision.

Building The Emotional Bank Account. 1. Understanding the Individual. 2. Keeping Commitments. 3. Clarifying Expectations. 4. Attending to the Little Things. 5. Showing Personal Integrity. 6. Apologizing When We Make a Withdrawal.

#4) The wrong approach to Search engine marketing Rankings, Rankings, Rankings! “We’ll get you a top spot on Google... Hehehe!”

3 Easy Steps To Effective Search Engine Marketing. 1. Get Ranked 2. Get Clicked 3. Get Leads

#5) Not taking proactive approach to free reviews. Google Giving Away Top Advertising Spots Competing with Yellow pages Free for Local businesses Shows Reviews

Where To Get Reviews Google Places for Business Senior care specific sites. Local review sites. Do searches online For restaurants, A one-star increase in Yelp rating leads to a 5-9 percent increase in revenue – Harvard Business School Study by Assistant Professor Michael Luca

4 Ways To Get Rave Reviews Quarterly drawing of ipad or Visa gift card Ask new residents Include a call to action in your signature Activities and Events. Ask for a video testimonial or leave a review

#6) Not Viewing Marketing As A System. A Victim of Advertising Constantly reinventing the wheel. No follow up. No differentiation or USP.

Example Senior Living Marketing System Traffic Landing Page with Offer Free Report & Newsletter 8 Step Sequence Blog Alerts & Monthly Digital Newsletter Print Newsletter Offer Segment List Get The Tour Retargeting to non-leads Invitations to events After Event or Tour 3 Step Bulky Direct Mail Sequence 6 appreciation & birthday cards yearly Print newsletter Invitations to future events.

#7) Not tracking important metrics Cost per lead Analytics reports that look like they’re in hieroglyphics.

The Most Important Metrics Lifetime Value Of Customers = LVC LVC = The value, in dollars that a customer is worth to you on average. (Can be done globally but should be done by service type) Global Ex. (Avg. Stay 21 Months X Avg. Rent $3,300 = $69,300) Cost Per Customer Acquisition = CPA CPA = How much money it costs you to get a new, paying resident. (Can also be done globally but should also be done by marketing medium) Global Ex. ($10,000 Budget / 3 New Residents = $3,333)

FREE Gifts! Today’s slides Report: How Reviews Affect The Way Seniors & Their Adult Children Make Decisions Report: 6 Secrets To Getting A Top Google Listing FREE 30 Minute Strategy Session