7 Occupancy Killing Internet Marketing Mistakes & How To Fix Them

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. • Congruence With The Ad. • Navigational Ease And Transparency • Graphical Substance • Credentials • A Clear Call To Action • 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. • Understanding the Individual. • Keeping Commitments. • Clarifying Expectations. • Attending to the Little Things. • Showing Personal Integrity. • 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. • Get Ranked • Get Clicked • 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 email 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 • Segment List • Print Newsletter Offer Retargeting to non-leads • Get The Tour Invitations to 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 = LVCLVC = 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 Email: info@seniormarketing.com

7 Occupancy Killing Internet Marketing Mistakes & How To Fix Them