Say you're a mid-level company who works in, oh, assisted living. Say you have around 20 communities. And let's just say you have an occupancy rate of, oh, 80%.
Now, what you need, is more people staying in your communities. But the question is, how do you find those people.
That brings us to a blog post we read, earlier this week, from Matt McGee.
Matt runs the Small Business SEM blog - and he makes a strong point.
It's all about your audience.
We get questioned pretty regularly about 'what's next'. Is it Facebook? Is it Twitter? Who is going to be the next dominant player on the Internet.
And that makes us happy. We're proud that our clients are forward-thinking - and that they don't want to get left behind.
But as Mr. McGee so poignantly points out - if a user knows what they're looking for (as in the example we described, a user, or potential lead would) then, for right now, search engine marketing - a combination of pay per click (PPC) advertising, maps optimization and search engine optimization (SEO) is their best bet.
Here is McGee on what the two best ways to reach people if they're NOT looking for your product:
1. Use traditional PR. Thankfully, sending out press releases is easy and generally inexpensive. PRWeb and PR Leap are two options worth looking at. Target your releases to individuals and publications that might be interested in your unique product/service. If you’re only doing business locally, target it to outlets in your region.
2. Get on Facebook and Twitter. SEO is about bringing people to you. But if they’re not looking for what you offer, you have to go out and find them. That’s what social media is all about. Facebook and Twitter are, in my opinion, two of the best options right now for small business owners.
This is sage advice. Wise and solid for those companies who are looking to get a category or a product built.
For our customer base, however, search is still where your primary market is going to be. Not only are people searching for what they need, but more importantly, you'll find people further along in the sales cycle.
Catching them closer to decision-making time means less spend on marketing, which results further in cost-saving on marketing expenditures per move-in. And isn't that the ultimate goal?