Full Exploration of the Most Desired Features of Automation
In addition to the most essential features of automation, call tracking and AI sales assistant/chat, your peers named these among the top five most desired features of automation:
Marketing Sequence Automation
Dynamic Website
Content
Web Form Building Capabilities
Let’s have a closer look at who is using these features well and what suggestions those folks have for using them to their highest potential.
How Your Peers Use Marketing Sequence Automation to its Highest Potential
According to our study, just 66% of your peers are using marketing sequence automation to its highest potential. Of those using it well, they had these suggestions:
Start with social media automation to target specific age groups and demographics, and to promote services and events on platforms like Facebook and LinkedIn.
Next, sending scheduled marketing emails via the right marketing automation platform to inform, engage, and remind potential residents and family members about services and activities.
Personalize! Use a marketing automation platform that tracks interactions and has the data to personalize messaging based on behavior and preferences.
Integrate CRM systems for enhanced resident and family engagement and better follow-up and lead management.
Create and automate the amplification of relevant content like e-books, guides, and blog posts to educate and attract residents and families.
How Your Peers Use Dynamic Website Content to its Highest Potential
Our research shows dynamic website content, which changes based on web user behavior, is currently implemented by 69% of your peers. Of those using it well, they had these suggestions:
Begin using dynamic content to grab the attention of potential residents and family members and encourage interaction with communities.
Continue to evolve the use of this feature by regularly updating the website with new and relevant information to keep content fresh and useful.
Incorporate technology such as virtual chat, as aforementioned, or pop-ups to improve each website visitor’s experience and provide truly helpful assistance.
Customize experiences based on past visits or preferences to create an even more relevant browsing experience.
Provide up-to-date content and adaptive adjustments to reflect the latest information and services.
How Your Peers Use Web Form Building Capabilities to its Highest Potential
The data indicates 72% of your peers are currently using web form-building capabilities. Of those using it well, they had these suggestions:
To start, use web forms to collect feedback from residents and family members to improve services.
Next, implement web forms to field questions from potential residents and family members or to provide more information on services or amenities offered.
Always use web forms to book tours and other sales appointments online, as this will support the team in tracking sales measures.
Consider using web forms to encourage potential residents and family members to download valuable content such as e-books, guides, and educational materials, which will also support the team in building the database and nurturing leads to tour and move in.
Some organizations handle customer service requests and event registration through automated web forms.
These are just a few of the ways to get started with marketing sequence automation, dynamic website content, and web form-building capabilities.
Conclusion
Your organization can be the marketing automation pacesetter. At the very least, your organization must be leery of falling behind the competition. Everyone in the industry is at some point in the climb on this mountain, and here’s how the pacesetters are doing automation: An operator’s every community has its unique brand and unique set of communications, and they are driving the organizational brand at the community level across all communities – and marketing automation does just this. Your peers are evaluating the journeys, and making changes to the journeys based on real data with automation. But the journey of a thousand miles starts with the first step.
Diving into marketing automation reveals a world of opportunities to connect more personally and efficiently with families looking for senior care. What we’ve covered today is just the beginning. To fully leverage marketing automation and AI tools in enriching your engagement with prospects and enhancing your service offerings, download our eBook, “The Ultimate Guide to Automation Implementation: From Most Essential to Most Desired Features in Senior Care.”
Download the eBook now and start making a difference in how you connect with families and their loved ones.
