7 Occupancy Killing Internet Marketing Mistakes & How To Fix Them

Kevin WilliamsPresident

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.comHave been published numerous times in:

McKnight’s Long Term Care New And Assisted Living

Long Term Living MagazineAdvanced Long Term Care ManagementChicago TribuneNational Real Estate InvestorAnd 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 WebsitesYour 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 businessesShows Reviews

Where To Get ReviewsGoogle Places for

BusinessSenior 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 ReviewsQuarterly drawing of ipad

or Visa gift cardAsk new residentsInclude a call to action in

your email signatureActivities and Events. Ask

for a video testimonial or leave a review

#6) Not Viewing Marketing As A System.

A Victim of AdvertisingConstantly reinventing the

wheel.No follow up.No differentiation or USP.

Example Senior Living Marketing System

Traffic

Landing Page with Offer

Free Report & Email Newsletter

8 Step Email 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 leadAnalytics reports that look

like they’re in hieroglyphics.

The Most Important MetricsLifetime 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 = CPACPA = 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 slidesReport: How Reviews Affect The Way Seniors & Their

Adult Children Make DecisionsReport: 6 Secrets To Getting A Top Google ListingFREE 30 Minute Strategy Session

Email: info@seniormarketing.com