Rocketing Census, Occupancy and Marketing Success for Senior Living - SMASH 2014
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The document details the operations of a Chicago-based content marketing agency founded in 1994, specializing in strategic marketing for B2B financial services and senior living organizations. It outlines their expertise in content creation, digital distribution, and analytics to drive customer engagement and sales generation. Additionally, the document presents insights on consumer personas and their content consumption preferences to enhance the customer journey and marketing effectiveness.
Rocketing Census, Occupancy and Marketing Success for Senior Living - SMASH 2014
- 1. Rocketing your Census, Occupancy & Marketing Success
- 2. • Founded in 1994, Chicago-based • Content agency staffed by 100 full-time content marketing professionals • Leaders in integrated and effective strategic marketing programs for the B2B financial services audience • Experts in content • Strategy • Management • Curation • Integration • Leaders in creating original content • Content distribution • Digital • Video • Social Media • Print Imagination. • Chicago-based content marketing agency founded in 1994 • 100 full-time content marketing professionals • Leaders in integrated and successful strategic content marketing programs for more than 25 senior living, financial services, associations & B2B organizations • Experts in Content Marketing strategy, content creation, storytelling, curation, integration, delivery and measurement • Content distribution: Digital, social media, video, print
- 3. 2014 Senior Living Study imaginepub.com/SeniorResearch
- 4. Imagining your Customer’s Journey & Utilizing Digital to Achieve Success
- 5. Zero Moment of Truth 5.3 10.4 14.1 2012 2013 2014
- 6. Marketing isn’t as Easy as it Once Was
- 8. Advertising vs. Content Marketing From We’re selling something Short term campaigns Just Browsing Mass-market approach Push messaging Paid media To We’ll share our knowledge with you We’ll help you though the entire journey Engaged, qualified leads Targeted, Individualized to best prospects Viral Engagement, Prospects come to you Earned media 8
- 9. ROI of Content Marketing • Insights: Generates audience insights for brand planning & future content creation • SEO: Produces strong content leads to more links, better Google rankings, better & more sales leads • Prospect harvesting: Delivers new customers as content is discovered 7 shared Customer advocacy: Turns customers into advocates who spread the word, resulting in less advertising spend • Sales generation: Increases the number & quality of leads, reduces length of the sales cycle 9
- 10. Content Marketing Analytics Goals Drive Brand Awareness Expand Marketing Footprint Understand Customer Increase Sales Tactics Social shares & Sentiment Engagement Links to your content Google rankings Website authority Coverage by bloggers/media 10
- 11. Business Objectives Drive Content Business Objectives Marketing Objectives Marketing Strategy Content Objectives Content Strategy Content Tactics Content Metrics 11
- 12. Getting Started Business Goals Lead Generation Strategy & Execution Personas, Voice, Tone, Content Calendars, Formats, Channels, Measurement Content Goals Long-term Customer Engagement by addressing Pain Points & Cultivating Trust, Building Relationships & Action Shorter Sales Cycle Thought Leadership Frequent & consistent Content Creation utilizing Integrated Distribution Tactics
- 13. Integrated Content Marketing Strategy Creative Execution Distribution Social Media Listening Strategy Content Creation Community Management Design Blogging Competitive Audits PPC/CPM Digital Media Motion Graphic Videos Live Action Videos Basic Animated Videos How-To Videos Animated GIFs Interactive Articles Infographics Digital Development Websites E-Newsletters Apps SEO Strategy Mobile Metrics Print Magazines White Papers Special Reports
- 14. PERSONAS
- 15. 15
- 16. Constance “Concerned for Parents” Age: 59 Location: Philadelphia Personal: Married with three grown children (youngest in college) and two grandchildren Profession: Project Manager for Pharmaceutical Company Motivators: Worried about her Pittsburgh–based elderly parents, who live five hours away and can no longer take care of themselves; wants to move them into a senior living facility—both for their physical and emotional well being and for her peace of mind Pain points: Started researching Philadelphia– and Pittsburgh–area communities online and asked family and friends for referrals, but feels overwhelmed by the options, the transitions process and affordability concerns Communication Patterns and Preferences: Uses email at work and at home; new to social media but belongs to several LinkedIn groups; still subscribes to a daily newspaper but also scans business online for profession news and international trends in pharmaceutical industry
- 17. Colleen “Community Seeker” Age: 77 Location: Tampa, Fla. Personal: Widow; one daughter in LA Profession: Retired high school teacher Pain Points: Lifelong diabetic now battling chronic hip problems; feels isolated from the world since losing her husband of 50 years to cancer last year; needs help getting around—and craves companionship Challenges: Doesn’t feel emotionally ready to sell the house she and her husband lived in throughout their marriage (believes she won’t be comfortable or happy anywhere else); worries that she can’t afford a senior living community and that she won’t have anything in common Communication Patterns and Preferences: Uses email to stay in touch with daughter, but doesn’t feel comfortable using social media; does frequent websites like WebMD to get health advice. Subscribes to and reads the local newspaper and several magazines, but
- 18. Ben “Busy Referrer” Age: 31 Location: Scottsdale, Ariz. Personal: Single Profession: Physician at Scottsdale General Motivators: Frustrated by high numbers of elderly patients who arrive at his hospital needing (but resisting) rehabilitation or long-term care; seeks acute care community partners that he can trust and feel good about recommending and trust to his patients Pain Points: Works 70 hour weeks and doesn’t have a lot of time to research care options, outcome comparisons or facilitating care transitions; wants quick answers to his questions so he can make timely, yet informed decisions. Doesn’t want anymore paperwork. Communication Patterns and Preferences: Prolific emailer and texter via his ever-present smartphone and tablet; active on social media; gets his news, research and information online exclusively
- 20. CONTACT LEAD PROSPECT QUALIFIED LEAD RESIDENT
- 21. Envisioning the Customer Journey DIGITAL CONTENT (Articles, Videos, Magazine) E-NEWSLETTERS, WEBSITE VISIT COMMUNITY EDUCATE ENGAGE CONVERT AWARENESS ENGAGEMENT SOCIAL MEDIA, WEBSITE SALES MEETING DECISION CONTRACT Advisor Consultation Third Party Confirmation Advisor Consultation ADVISOR REFFERALS/ INFLUENCE CONVERSION 21 Peer Encounters Family Consultation
- 22. Visitor Starts Customer Journey Visitor Completes Form Email Nurture CRM Profile/ Lead Score Qualified Prospect Opportunity Call From Sales New Resident Email Nurture Email Nurture Direct Contact With Sales Direct Contact With Sales Visitor Engages Content
- 23. Content Marketing Ecosystem More on be.group 23
- 24. Connecting Content Types to Business Objectives Awareness • Social Media • Infographics, Tools • Expert Advice • Keyword Search Articles • Thought Leadership Content Engagement • Lifestyle Articles and Videos • User-generated Content • Blogs written by SME’s • Real People Storytelling Purchase • Community Specifics • Solutions • Meet the Staff Experts Business Objectives Analytics
- 25. Content Tied To User Journey Content creation and distribution drives engagement, insights & sales throughout the journey Education Planning Selecting Touring Signing Up Joining Community Sharing Experience s 11 Website Email Social Metrics & analytics insures we’re learning, adjusting and achieving our business goals
- 26. Magazine Website Blogs iPad App + Animated Video Social The Content Journey More on US Foods Video 26
- 27. The Right Content, The Right Channels A V I Articles Videos Infographics Among Boomers 84% on average find educational articles and videos on retirement topics helpful In 2013, 78% of U.S. adults watched online videos, with 18-to-29-year-olds most likely to watch; 79% of Gen X download / stream video at least once a month From 2010 to 2013, infographic searches increased by 800%; publishers with infographics grow 12% (average) more in traffic than those without them P M E D Podcasts Magazine Email Direct Mail As of May 2013, 27% of Internet users 18 and older download or listen to podcasts, up from 21% three years ago; Most active podcast listeners are 18 to 29 From 2012 to 2013, there were 26.6 billion printed custom publications distributed (down 2.5%); a 2014 content marketing trends report shows 37% of B2C marketers produce magazines. For permission-based promotional materials, 77% of all age groups prefer email (tops the list) and direct mail (9%) is the second highest distribution channel F L T Facebook LinkedIn Twitter 45% of 25-to-34-year-olds are on Facebook via desktop or mobile (39% of Gen X, 35% for ages 45-54, 25% 55-64 and 12% for 65 and up) 41% of 25-to-34-year-olds are on LinkedIn via desktop or mobile (42% of Gen X, 41% for ages 45-54, 32% 55-64 and 17% for 65 and up) 46% of 25-to-34-year-olds are on Twitter via desktop or mobile (35% of Gen X, 33% for ages 45-54, 21% 55-64 and 8% for 65 and up) Sources: Media Bistro, comScore, Transamerica, ExactTarget, eMarketer, Pew Research Center, Pew Internet, Unbounce, Content Marketing Institute, Custom Content Council 27
- 28. Infographics LinkedIn Direct mail Twitter M A V M I P F L T D E Accumulators 1 (Older Millennials) Accumulators 2 (Gen X) Accumulators 3 (Younger Boomers) Pre-Retirees Retirees A V M I P F L T D E A V I P F L T D E A V M I P F L T D E A V I P F L T D E Articles A Videos Magazine Podcasts Email Facebook V M I P L T F D E ADVISOR: KEY CONTENT FACILITATOR Very likely to use Somewhat likely Less likely 28 M
- 29. Sample Personas with Content Preferences
- 30. Content In Action Print Publication Digital Content Article, Blog Post, Infographic, Video or Other Content Website E-Newsletter Social Media Post Premium Content Influencer/Bl ogger Campaign
- 31. Case Study: be.group Dan Hutson: VP, Marketing
- 32. For every piece of content, we ask ourselves these questions …
- 33. Who is it for?
- 34. What stage?
- 35. Which bucket?
- 37. Why are we doing it?
- 38. What’s the best format?
- 39. How will we distribute it?
- 40. Content examples
- 53. Organization Buy-In & Integration is Critical
- 54. Buy-In and Integration C-Level Sales Marketing Operations 54
- 55. 87% According to a recent study by the Corporate Executive Board, 87% of the terms that Sales and Marketing staff used to describe each other were negative.
- 56. 3 Steps to Sales and Marketing Alignment Accountability Get Marketing to Sign Up for a single Number that Aligns with the Sales team’s Goals Transparency Communicate & Celebrate the Achievement of that Numerical Goal Mutual Commitment Set & Communicate Quantifiable Marketing Goals & Quantifiable Sales Goals & have each team commits to supporting each other
- 57. “There are those in life who sit in the back row with their arms folded complaining and judging. Then there are those who sit in the front row with an open mind and vision; spending their energy making their vision a reality.” Ben Zander: Conductor, Author & Motivational Speaker
- 58. 2014 Senior Living Study imaginepub.com/SeniorResearch
Editor's Notes
- #8: A modern brand uses content and insights to define opportunities This might seem disconnected but it is really important to show how content helps define the brand It is not unrecognizable brands but also big name brands
- #12: JM Source: Content Marketing World, 2012
- #13: DAN: history, background to the discussions you had w/ Imagination, original search for an agency, content strategy etc. PETER: Review content goals, how we positioned ourselves and what our tables stakes are
- #15: *Overall goal is helping people plan and prepare for the financial needs that arise through life’s circumstances. User circumstance-based model to be empathetic, to understand individual needs and come up with a personalized advice and solutions to meet their needs. *We now know the circumstances we’re targeting, and now we need to know the audience a bit more to ensure the message reaches its intended target. Here’s where personas come in…
- #20: *Overall goal is helping people plan and prepare for the financial needs that arise through life’s circumstances. User circumstance-based model to be empathetic, to understand individual needs and come up with a personalized advice and solutions to meet their needs. *We now know the circumstances we’re targeting, and now we need to know the audience a bit more to ensure the message reaches its intended target. Here’s where personas come in…
- #23: PETER: Review the nurture model DAN: How this impacts the sales teams
- #27: ES
- #30: *Here, we’re breaking down what’s on the boards into a snapshot view of personas and how they interact with circumstances, media types, etc. *Focus of the slide is to show how we might create and deliver content differently taking personas into account. *For example: Let’s look at Frank at the top of the graphic. As you’ll see, Frank, the CFO, is the only one really interested in white papers, which is a content type on the left side of the graphic. White papers typically take a deeper dive into complex topics, and other personas might not need that level of sophistication. *This informs content type and, in the case of social media, channel preferences. Take Frank again: He has strong interest in LinkedIn, but only mild interest in other social channels we’ve discussed. *For example, look at social media and determine for whom we’re creating posts each month. Focus on those with strong interest in channel and less posts should be directed toward those with mild or no interest