The LIFT l January 2020

JANUARY 2020 //

Inspiring Senior Lifestyle Marketing & Sales Teams to New Heights

IN THIS ISSUE: HubSpot: Qualified leads delivered and ready for your sales team.

Facebook Best Practice: You’ll Like these tips and insights.

Facebook Ads: Get more leads for less.

ALWAYS CONNECT!

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What HubSpot can do for your success.

A suite of sales, marketing and customer service tools, HubSpot launched in 2018 to help Senior Lifestyle communities generate, segment and qualify leads as they make their way toward engagement in the sales process.

Strong digital leads delivered.

HubSpot shows you their journeys and hands you the leads who’ve been looking for you.

You’ll see:

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What interested them when they were on your website. This can help you think about additional discovery questions you may want to ask.

The prospect’s website engagement history. Knowing the details of how your lead has been engaging with your website, you can start your previsit planning even before discovery.

This gives your managers and frontline staff more time to think about how they can best interact with the prospect when they arrive.

How often, how much and how recently your lead has been on your site. These details indicate urgency and eagerness, and you can adjust your responses accordingly – are they casually seeking information, or are they ready to get serious? You’ll know, because HubSpot will tell you.

A rallying note Take action on HubSpot email notifications.

from Janine Witte, Vice President of Sales Our number one goal is to provide

When you receive a notification email in your community’s marketing inbox, it means you’re about to get a lead – a good lead.

you with the best leads we possibly

HubSpot identifies those leads who demonstrate an intent to speak with you directly. Your email notification of these leads tells you they’re “sales qualified leads” – and you and your sales team are the next step in their buyer’s journey.

want to engage with you. It’s

Training is coming soon.

To demystify and simplify every community’s access to the copious amounts of additional and invaluable information about these leads, training will be coming soon! Stay tuned …

can. We want you to have leads that want to hear from you and time for Senior Lifestyle to take a different and better approach to lead development, so grab your sales academy tools and your lead nurturing schedule to give these valuable leads elbow grease! Let’s figure out how we can help them.

It’s our responsibility to get the conversation started!

How to Handle HubSpot Leads HubSpot delivers qualified leads who’ve been looking for you and tells you all about the journey that brought them to you. Find out how easy it is to use this powerful suite of sales, marketing and customer service tools with HubSpot Training. It’s coming soon!

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Put your best Facebook forward.

Connect with your target audience with a sensible, friendly, informative Facebook presence.

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Note the best practices: • Post only once in a day, and if not every day, then on Tuesday or Thursday, between noon and 5 p.m.

• Include visuals such as photos, graphics or videos.

• Ensure photos are clear, with all eyes open.

• Include more than one photo, if possible – but no collages.

• Add a concise (max 30 words), grammatically correct, misspelling-free caption.

• Avoid hashtags.

Rely on the Grapevine.

With a dedicated team to ensure your posts look and sound great, Grapevine Designs, The Agency handles your Facebook posts like a pro. Meanwhile, you can keep your eye on your prospects, leads and sales.

And there’s no additional charge for any of these services.

Follow the December stars Close to the optimal rate of once daily, Saunders House posted 28 times and Harbour Senior Living of Monroeville posted 32 times.

Posting that often ensures a consistent Facebook presence without flooding followers with a superabundance of posts. Unsurprisingly, both communities were in the top 10 for December engagement rates.

The overall engagement rate of 24.3% for all communities includes 47 pages with equal or greater engagement rates. Saunders House and Harbour Senior Living of Monroeville had several high-performing posts submitted by the community or by Grapevine on behalf of the community.

Grapevine will tap data, calendars and schedules to find the best ways to increase your visibility and engagement on Facebook.

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FAC E B O O K A DV E RT I S I N G :

W HY ?

by Summer Roth, Digital Strategist at Investis Digital Everyone knows that Facebook has billions of users and that those users log in and check their feeds multiple times per day. What may be shocking to learn is that 65% of adults over the age of 65 use Facebook.

Facebook estimates that only about 2% of a page’s followers see an organic post. So with organic, you’re only reaching some of your existing Facebook followers. When you run paid advertising, however, you’re able to reach thousands more – including people outside the follower audience – by taking advantage of advanced targeting parameters.

Target, engage and nurture.

With paid Facebook ads we can target granularly (i.e., by age, interests and geography) and leverage custom audiences. For example, we can upload a resident list and create a look-a-like audience where Facebook matches the residents to behaviors, interests, age and demographics to find other users who are similar and could become qualified prospects.

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We use the term “funnel” to represent the buying cycle or to simplify the user journey. At the top, the funnel is the biggest and can capture the largest number of prospects. This is where Facebook ads exist.

For people who may not know about your brand at all and may not have considered senior housing or care options, your Facebook ad could be their first touch point. That’s why our ads offer educational support through a free Guide to Senior Housing in exchange for the user’s basic information.

Because these leads come in at the top of the funnel, we know they need more extensive nurturing, and that means they’re likely to have a longer timeline before move-in. We’ll continue to engage and nurture these prospects via email contact as they progress through the consideration and conversion phases of the funnel.

We consider this tactic as a pipeline builder, and all these efforts to bring a prospect in now can lead to a move-in later.

Facebook ads are the “first date.”

Facebook ads help start relationships and build trust with prospects. With these ads as the first touch point, and then with our continuing efforts to engage with email and retargeting, we strengthen that relationship now – before prospects are confronted by health care needs that could have them exploring options or seeking help from other providers and communities.

The most cost efficient lead source.

Facebook remains one of the most affordable forms of advertising. The cost to reach 1,000 users is much less than the cost of reaching 1,000 users across other advertising mediums. Consequently, you can get a higher volume of impressions, engagement and leads at a lower overall cost per lead.

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303 East Wacker Drive, Suite 2400 Chicago, IL 60601 www.SeniorLifestyle.com 8