Solutions for Definitively Correlating Content Marketing Efforts with Move-in Outcomes
To solve the conundrum of definitively correlating content marketing efforts with move-in outcomes, you need the right tools, the right processes, and the right support. Simple enough, right?
Not exactly, and yet again, your peers offered insights in the following comprehensive guide on how to master each of these areas. Read on for details.
Right Tools
Wouldn’t it be nice to have a checklist that would guide you to selecting the best possible content marketing automation tool, or software, that includes all the features and benefits your organization needs to correlate content marketing efforts with move-in outcomes? We have done the work for you.
Overall Benefit
When we surveyed senior living and care marketing experts like you, we asked what overall benefit they need from their marketing automation tools. Here are the top three answers:
Ease of Use and User-Friendliness, Performance and Effectiveness
Your peers agree: the software should be robust, user-friendly, and easy to assimilate. It needs to serve up to future residents and family members with comprehensive information on services provided, preferably backed by reliable user reviews. Ideally, the software is easy to learn and effective in achieving positive results. More than that, they seek marketing automation software that demonstrates and delivers the desired output. In other words, the right solution readily shows across multiple locations how content marketing efforts – indeed, all marketing efforts – produced move-ins month over month, quarter over quarter, and year over year.
Customer Focus and Engagement
Your peers agree: the software should be robust, user-friendly, and easy to assimilate. It needs to serve up to future residents and family members with comprehensive information on services provided, preferably backed by reliable user reviews. Ideally, the software is easy to learn and effective in achieving positive results. More than that, they seek marketing automation software that demonstrates and delivers the desired output. In other words, the right solution readily shows across multiple locations how content marketing efforts – indeed, all marketing efforts – produced move-ins month over month, quarter over quarter, and year over year.
Flexibility and Adaptability, Customization and Integration
According to professionals like you, the ideal solution would offer smooth use without delays. It would give senior living marketing experts in seats like yours the ability to creatively and effectively communicate with future residents and family members while automating repetitive tasks. Yes, it should be convenient, effective, and increase productivity, but it should also be flexible enough to preserve the feeling of high-touch human interaction. A plus would be the ease of integration with other software, especially with platforms like Welcome Home and Aline. Furthermore, integration capabilities should be complemented by robust analytics and detailed reporting that shows clearly how marketing efforts translated to move-ins.
Desired Features
In our study, we also uncovered your peers’ list of desired features in marketing automation software. They are outlined here in order of importance to them:
 | Marketing Sequence Automation |  | Landing Page Building Capabilities |
 | Call Tracking |  | Third-Party Integrations |
 | Dynamic Website Content (changes based on web user behavior) |  | Custom Dashboards and Automated Reports |
 | Virtual Sales Assistant (live chat) |  | Social Media Scheduling |
 | Web Form Building Capabilities |  | Appointment Scheduling |
 | Campaign Funnel Visualizations |  | Email Marketing |
Desired Features
In our study, we also uncovered your peers’ list of desired features in marketing automation software. They are outlined here in order of importance to them:
01. Marketing Sequence Automation
02. Call Tracking
03. Dynamic Website Content (changes based on web user behavior)
04. Virtual Sales Assistant (live chat)
05. Web Form Building Capabilities
06. Campaign Funnel Visualizations
07. Landing Page Building Capabilities
08. Third-Party Integrations
09. Custom Dashboards and Automated Reports
10. Social Media Scheduling
11. Appointment Scheduling
12. Email Marketing
Right Processes
In thinking through your organization’s process for definitively correlating content marketing efforts with move-in outcomes, consider this: 52% of respondents to our survey said while their in-house talent creates content, they have an outside agency that distributes content.
The ideal content marketing automation process in senior living generally looks like this:
There’s a lot to be done. You can see why the data shows more than half of your peers in the industry break the process into two parts, the first half is handled internally and the second is managed externally. That brings us to our final solution for definitively correlating content marketing efforts with move-in outcomes: support.
Support
It will come as no surprise to you that by far the largest trend we saw in our data set was that senior living and care organizations face significant challenges in hiring and retaining top-notch talent. This goes not only for care teams but also for marketing teams. As you may be experiencing, your peers grapple with large turnover and retention rates, which impact staff stability. Beyond just communicating with prospective residents and their family members, your marketing staff is doing their part to ensure customer satisfaction, address issues related to service quality, and even maintain internal communications regarding regulatory compliance and legal matters.
In short, they need all the support they can get.
While most marketing automation software systems come with nominal live support if any at all, there are a select few that offer as part of the regular paid package a relationship with an automation expert from their team that can help set up campaigns, deliver reporting to be shared with investors and C-suite executives and connect the dots between content marketing efforts and move-ins. Before committing to a solution, be sure to request: “Please describe to me A to Z everything that is included in your support, pointing out anything I may need that is not included.”
Close the gap.
Identifying the appropriate solutions—ranging from the right tools and processes to the necessary support—is vital when it comes to correlating content marketing efforts with move-in rates in senior living communities. By doing so, organizations can clearly establish the link between their content marketing activities and the ultimate goal of increasing move-ins. This comprehensive approach serves as an integral component for achieving targeted outcomes and fulfilling organizational objectives for senior living communities.
If you’re looking to better understand how your content marketing efforts relate to the actual number of move-ins make sure to check out our Complete Guide to Definitively Correlating Content Marketing Efforts with Move-in Outcomes. It’ll guide you in making sure every piece of content you create is driving results.
