Adult children and seniors are bombarded with over 5,000 messages per day, which means they tune you out. In fact, your target audience is becoming extremely selective over what they choose to view and read online. According to Google’s Zero Moment of Truth Research, consumers are making buying decisions well before the moment of online or in-store purchase. The study reports that 88% of consumers research and engage in online content before making a buying decision, and these numbers are seeing a large increase each year. As a senior care and living marketer, why should you care about content? Let’s take a look at what is shaping consumer decisions on their path to purchase.
Captivating Content
If you want leads, your messages need to cut through all of the clutter and get read. An internet strategy is only effective when there is consistent, valuable and compelling content being distributed through all of your internet marketing channels. In addition to keeping up with Google’s recent algorithm changes, if you want your website to have relevance with Google, then you must provide content that is worthy of being shared by credible sources.
Marketing Goals
It’s time to reflect how you are aligning your marketing goals. Of course you want census or occupancy; however, that is the end goal, and simply talking about it doesn’t get desired results. Goals based upon actions will get sustainable results. What goals should you consider with your internet marketing strategy which is centered around engaging and helpful content?
9 Winning Methods
According to the Content Marketing Institute, organizations can leverage content in their internet marketing, along with other supporting strategies to achieve:
- Brand awareness
- Customer acquisition
- Lead generation
- Customer loyalty/retention
- Thought leadership
- Engagement
- Web traffic
- Lead management/nurturing
- Sales
Integrating a compelling content strategy into your overall marketing strategy is advantageous because valuable content helps build trust with your target audience, which is essential to eventually creating a positive relationship with potential customers. When people are willing to give away their name and email address in exchange for your valuable content, you in turn have earned their trust. They have given you permission to continue to build a relationship with them through your other marketing touch points.
You basically are striving to sell, without selling. Let’s face it, as a senior care and living sales rep or marketer, you build relationships with people every day; you build trust and in turn they say yes to your service. The same concept works online--it just requires a planned strategy to turn visitors to leads!
What other internet marketing methods are you evaluating?
