There’s no doubt that assisted living centers need informative, relevant, and far-reaching marketing campaigns to reach prospective new residents and set themselves apart from competitors. Still, some centers will quickly choose the first available marketing agency’s strategy and then not know how to truly determine how effective assisted living advertising works.
Over time, if you’re not getting clear results from your marketing investment or current approach to sharing the story of your senior living center, it’s time to make a change. When you choose a top digital marketing agency like Blue Interactive Agency, you’ll get access to a wide range of assisted living marketing services that will share the story of your senior living community with new residents and their loved ones as they decide where they want to live.
We help you level up with effective assisted living advertising that can set the stage for success in the years to come. Let’s explore how you can assess the success of a digital marketing strategy and determine whether you should hire a team of experts to get your marketing approach back on track.
What Metrics Should Assisted Living Centers Track to Evaluate Marketing Effectiveness?
If you’re trying to assess effective living advertising and marketing strategies, you’ll want to regularly track key metrics that can indicate how well a campaign is doing.
- Visitors to Your Site: Website traffic is an essential sign of exposure to a bigger audience. A healthy internet marketing strategy can increase your overall web traffic, including the number of visitors and the time each person spends on your site.
- Local Search Results: People are increasingly looking for local information or businesses by searching things like “assisted living center near me.” That’s why a top local digital marketing strategy is to build content and websites to help Google and other search engines rank your facility at the top of these crucial local or city searches.
- Online Reviews and Testimonials: More than ever, the online reputation of your business can significantly affect your overall success. Bad reviews or a lack of in-depth testimonials can suggest to some searchers that your facility can’t be trusted or isn’t well-known enough. That’s why a marketing strategy should seek to boost your online ratings with more reviews and seek out testimonials from your residents.
- Requests for Information: Ultimately, a senior living facility doesn’t just want people to visit its website and read one blog. The goal is to help prospective new tenants learn more about your facility and then reach out for additional information. This can happen in many different ways, such as filling in an online form requesting more details or calling a phone number to speak with a representative about the facility.
What Role Do Conversion Rates Play in Evaluating Marketing Success for Assisted Living Centers?
Eventually, as you judge the results of effective assisted living advertising, you’ll want to know your overall count of residents or referrals and how your marketing strategies affect these numbers.
There are ways to track a resident’s conversion journey to deciding to live at your facility, including knowing the first page or social post they read before they came to your website and started to learn more about your senior living center. A digital marketing agency will track these direct conversion rates.
Even the best marketing ideas for a business are only worth the impact they have on helping it get more customers, patients, residents, or clients. That’s why any long-term partnership with a digital marketing agency will focus on tracking key metrics.
With assisted living centers, the conversion rate of a visitor to the website or a caller to your office who eventually becomes your newest resident is a vitally important metric of success.
What Are the Best Practices for Conducting a Marketing Audit?
When you reach out to a top digital marketing agency like Blue Interactive, you can expect to receive a detailed overview of your facility’s current online performance and specific goals and timelines that can be achieved with a new marketing strategy.
Generally, marketing agencies will offer you an outline of their research into your current website performance, social media presence, overall online reach and engagement, and website analytics. With this data, the marketing team will develop a marketing audit that looks at your current performance and offers insight into where your web presence could go with their help.
These action plans can include leveraging Search Engine Optimization (SEO), content marketing, and social media engagement to build brand awareness, boost online reputation, and let search engines like Google know they should feature you at the top of search results.
A marketing audit will also clearly define your target audiences, including their geographical location, demographics, and the things they care about as they consider their options for a senior living community to move to.
Your brand identity will also be analyzed, and your agency might look over your current marketing materials, including landing pages, brochures, and other advertisements, to find areas that can be improved or refined for better performance.
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What Are the Most Common Mistakes to Avoid When Evaluating Marketing Effectiveness?
In today’s digital world, with analytics seemingly available for every website or platform and a sea of numbers that change daily, it can be hard to know what is most important to consider when analyzing effective senior living advertising. One common mistake is to dwell on unimportant things, sometimes known as “vanity” metrics, that sound nice but don’t directly impact your overall business.
Examples include focusing entirely on the number of Facebook followers you have without taking into account their actual social media engagement with your account or how this number of followers relates to the total number of residents your facility has. You also might not realize that you’re overspending or underspending in some parts of your marketing strategy if you ignore the true return on investment.
An online advertising strategy can be a great tool to help boost your word of mouth and brand recognition, but ignoring an overall daily budget can add up to significant expenses that might not pay off in every case. Instead, you’ll want to track the ROI closely and adjust spending as needed.
Still, one of the biggest mistakes you can make is ignoring these analytics and available pieces of data. Without weekly or monthly numbers that show improving or declining progress toward your overall goals, you’ll be making educated guesses about what to do next, rather than informed and strategic moves.
That’s why it’s crucial to work with a team of marketing experts who can help you determine what matters and what isn’t as vital as you sift through the data and make decisions that will affect the future of your business.
Call Blue and Get the Most Effective Assisted Living Advertising
If you’re ready to level up by unlocking the power of effective assisted living advertising, you want to work with Blue Interactive Agency. Our team of senior living and assisted living marketing pros know how to help senior living centers stand out from their competitors and directly reach their target audiences.
Additionally, we can help demystify the process by showing you how your marketing strategy is performing with clear, understandable metrics and easy-to-process ROI reports. We will be your partner and show you how our work is helping your center, now and in the long run. Get started by calling us at 954-779-2801 today.
