Lean Team: 3 Ways to Make the Most of Senior Living Marketing Automation
Your team is on a heartfelt mission to connect with people in meaningful ways. As marketing relies more heavily than ever on digital technologies to make those connections, a challenge emerges—one of trust. The general sentiment may be, “We need more marketing output to establish and build trust,” yet perhaps that’s a misnomer. Beyond that, marketing demands an overwhelming 90% manual toil, which leaves room for human error, especially as your team strives to attract not only new residents but also to attract and retain exceptional staff. The scarcity of hands and the multitasking shuffle further complicates matters.
You and your peers simply want to discern what truly works in connecting with seniors and their families in meaningful, motivating ways. At the same time, you…
- Don’t have time to learn marketing automation software.
- Don’t want to manage any additional marketing technology.
- Have little to no budget to get support setting up and managing marketing automation.
- Don’t even have a login to automation software!
You are not alone. Senior living marketing teams across the U.S. are cutting marketing resources and finding ways to do more with leaner staff and resources. And very few senior living C-suite executives, owners/operators or managers have ever personally used marketing automation systems.
Even so, here are a few quick and easy ways to move forward and get your team what you need now – strong marketing outcomes for growth and scaling. Entrust your lean team to do the strategic thinking, and let the machines do the manual work. Here are 3 simple ways your team can do just that based on the area in the marketing funnel:
| Area in Marketing Funnel | Strategize (People) | Automate (Machines) |
| Top of the funnel – prospects are just becoming aware of your organization and brand | Add personalized thought leadership and unique brand messaging to social media posts in batches once monthly, deriving each post directly from excerpts of content marketing blogs. | Have the team trained to use marketing automation software to build one social media campaign to run repeatedly, automating the customization of emails to leads’ level-of-care needs and interest in particular locations within your organization. Encourage the team to use AI as a “junior copywriter” to draft initial social media posts in batches of 12 to 18 at a time |
| Middle of the funnel – prospects are considering your community and coming to trust your brand | Add personalized thought leadership and unique brand messaging to content marketing in batches once monthly. | Have the team trained to use marketing automation software to build one content marketing campaign to run repeatedly, automating the customization of emails to leads’ level-of-care needs and interest in particular locations within your organization. Encourage the team to use AI as a “junior copywriter” to draft initial blog posts in batches of 4 to 8 at a time. |
| Bottom of the funnel – prospects are intentional about having a conversation with your team | Analyze data and add avid readers of content marketing to sales campaigns once quarterly. | Have the team trained in marketing automation software to build one sales campaign to run repeatedly, automating the customization of emails to leads’ level-of-care needs and interest in particular locations within your organization. |
Even so, here are a few quick and easy ways to move forward and get your team what you need now – strong marketing outcomes for growth and scaling. Entrust your lean team to do the strategic thinking, and let the machines do the manual work. Here are 3 simple ways your team can do just that based on the area in the marketing funnel:
Top of the Funnel
Prospects are just becoming aware of your organization and brand.
- Strategize (People): Add personalized thought leadership and unique brand messaging to social media posts in batches once monthly, deriving each post directly from excerpts of content marketing blogs.
- Automate (Machines): Have the team trained to use marketing automation software to build one social media campaign to run repeatedly, automating the customization of emails to leads’ level-of-care needs and interest in particular locations within your organization. Encourage the team to use AI as a “junior copywriter” to draft initial social media posts in batches of 12 to 18 at a time.
Middle of the Funnel
Prospects are considering your community and coming to trust your brand.
- Strategize (People): Add personalized thought leadership and unique brand messaging to content marketing in batches once monthly.
- Automate (Machines): Have the team trained to use marketing automation software to build one content marketing campaign to run repeatedly, automating the customization of emails to leads’ level-of-care needs and interest in particular locations within your organization. Encourage the team to use AI as a “junior copywriter” to draft initial blog posts in batches of 4 to 8 at a time.
Bottom of the Funnel
Prospects are intentional about having a conversation with your team.
- Strategize (People): Analyze data and add avid readers of content marketing to sales campaigns once quarterly.
- Automate (Machines): Have the team trained in marketing automation software to build one sales campaign to run repeatedly, automating the customization of emails to leads’ level-of-care needs and interest in particular locations within your organization.
Investing just a small amount of time and energy now in the right marketing automation solution will result in long-term gains in occupancy and growth – without increasing your human capital investment.
To learn more about how ActiveDEMAND can build out campaigns like these for you and your team, book a demo today. No cost, no obligation, no sales pitch. Promise.
ActiveDEMAND is a marketing automation software company focused on supporting the senior living industry in building trust with future residents and family members at scale. Our marketing automation software is used in more than 3,800 senior living communities across the United States. More than 7,500 marketing professionals nationwide use our marketing automation software. For details, visit www.activedemand.com.
