Digital Advertising Growth Strategies for Senior Living Marketers
As a senior living marketer, you have the opportunity to increase the effectiveness of your digital advertising by implementing a growth strategy that aligns with your business goals. Digital advertising takes a variety of forms from social and display ads to remarketing ads that help you convert a lead after they have visited your website. By avoiding blanked advertising and implementing property-specific strategies, your opportunities for growth increase exponentially. A location-specific strategy allows you to show up at the moments that matter most, resulting in higher quality conversions.
The Importance of Property-Specific Strategies
Senior living communities can take advantage of a variety of techniques to increase visibility on the Internet and throughout search engine results pages (SERPs). Optimizing your digital ads for local search signals helps increase your growth by targeting the right people at the right time with the right message in their communities. A blanketed advertising strategy comes off impersonal and may not appeal to someone seeking senior living in Florida versus Colorado.
According to Search Engine Journal, 97% of consumers searched online for local businesses in 2017, with 12% looking for a local business online every day. 50% of people who did a local search on their phone went to a physical location within one day. Extra consideration goes into finding a senior living community and customers have high expectations for relevant, immediate, hyper-personalized local information, which speaks to the importance of having a location-specific digital strategy.
Tailor Your Strategies for Demand Generation
Smart Digital Advertising helps tailor your strategies for demand generation — resulting in higher quality leads and conversions. In order to optimize your digital advertising strategies for growth, take advantage of G5 Lead Insights and our decade of industry expertise. Your digital advertising mix must align with your business goals in order to generate demand for your properties.
G5 Lead Insights offers lead attribution that delivers 90% more data to help senior living marketers better understand both on and offline marketing data. Lead Insights automatically attributes both web and phone-based leads to your digital marketing campaigns, enabling visibility to the source, medium, and keywords that generated an inquiry. Every response can be attributed back to the campaign that drove it, enabling marketers to better understand the true value of each marketing channel. Gaining these meaningful insights gives you a clearer picture of customer behavior and the campaigns that truly work.
Social and Display Ads for Brand Awareness
Optimize your display and social advertising at the top of the sales funnel to drive brand awareness. Using these types of ads as a brand awareness tactic allows you to utilize advanced audience targeting based on search and web browsing behavior. Display ads appear on topically relevant websites using contextual targeting. We optimize these responsive ads for messaging and placement allowing your brand awareness to grow.
Paid Search Ads
Paid Search Ads work low in your sales funnel and include high converting keywords and geographic targeting. Rather than casting a wide net, Paid Search Ads allow you to laser focus on the right prospects. These ads appear in Google and Bing search results, showing up where people are searching. Use Lead Insights to optimize the campaigns that deliver the best results.
Remarketing to Close the Deal
People spend a lot of time online conducting research, especially when searching for a senior living community for their loved one. Remarketing ads appear after a user has visited your website and work to re-engage non-converting users with image ads around the web. You use remarketing ads to deliver specific messages to remarketing audiences to nurture them down the sales funnel. Targeting their online behavior is key for digital advertising growth.
Drive Higher Quality Conversions
Using Lead Insights helps senior living marketers increase digital advertising growth and online conversions. By optimizing your digital advertising strategies through Paid Search, Social and Display ads, and remarketing you can increase your effectiveness by implementing a strategy that aligns with your business goals. Remember to create property-specific strategies to tailor your digital advertising for growth and demand generation. A location-specific strategy allows you to show up in the moments that matter most, resulting in digital advertising growth and higher quality conversions.
Download the Digital Advertising for Demand Generation infographic and learn how you can amplify the impact of your digital advertising strategies.