To get at the heart of the challenge behind definitively correlating content marketing efforts with move-in outcomes, we asked your peers in senior living and care marketing to describe how their organizations correlate content marketing efforts directly to move-in outcomes. Out of 100 respondents, only three provided a clear, process-oriented answer:
A respondent from Ocean Township in New Jersey, wrote,
“Marketing drives traffic to our website and contact us form. Follow-up from [the] contact us [form] directly correlates to our move-in outcomes. This can be seen via follow-up calls and admissions.”
A second participant from Humboldt County in California said,
“[We] ensure quantifiable success by gaining a deep understanding of audience needs, orchestrating content, and using data analytics to directly link content marketing to real business results.”
And a third respondent from Duval, Florida, shared,
“We define goals and metrics first, then create targeted content.“
Only a handful more mentioned using marketing analytics to gauge move-in outcomes, but no process was mentioned.
Why is correlating content marketing efforts with move-in outcomes so hard?
A respondent from Geauga, Ohio, wrote about their organization:
“There is no centralized process for generating content that is directly linked to outcomes. Each business unit and team have their own methods.”
Herein lies the challenge for many owners, operators, and executive teams: lack of process for definitively correlating content marketing efforts with move-in outcomes. To expand on this concept, our study revealed three missing pieces:
If you feel like your team lacks the right basic tools to definitively correlate content marketing efforts with move-in outcomes, you are not alone. In fact, 18% of your peers said their team does not have the right tools to achieve correlation.
Even with the right tools in place, the marketing and sales teams need ample training to directly correlate content marketing efforts with move-in outcomes. In our study, 21% of respondents admitted their teams are not well trained to maximize the use of tools to make the correlation.
Too many marketing automation software tools are only that – software, with very little live support if any. When we asked if your peers’ teams have strong outside support to maximize the use of tools to correlate content marketing efforts directly to move-in outcomes, 23% indicated they do not.
And who has time to learn a new tool, and create a new process, much less get the whole marketing and sales team the support they need to effectively implement it?
There must be a better way.