Marketing is a balancing act with many moving parts, and it can sometimes feel fragile and daunting. We often hear from prospects the marketing they’ve tried in the past or are currently running isn’t working, but the fact of the matter is, marketing is a science. Like a science experiment, for marketing to work best, it needs to be controlled, monitored and adjusted as needed. Like a scientist, a marketer must take into consideration their location, the size of their community, target market, surrounding competitors, and many other important factors. If one variable changes, it can throw off your whole platform. Below you will find some reasons why marketing doesn’t work, and how you can change things.
Online Marketing is Changing.
Our cyber world is perhaps the most diverse marketplace. According to the Pew Research Center, in 2015, 58% of American adults used their cell phone regularly to get information. Just one year later, 74% of adult Americans own a smartphone and use it to search online. Additionally, 42% of those adult Americans are over the age of 65! Is your website user-friendly? Redeveloping your website is likely the change you need to see engagement from prospects searching for you online.
Your Messaging isn’t Targeted Enough.
Each potential resident is going to respond to your marketing differently. In order to attract your ideal residents, you need to target that exact demographic. For example, if your ideal resident is a private-pay couple looking to downsize, survey older adults in higher-income areas. This will help you to learn more about how they make healthcare decisions, what would inspire the need for downsizing, and what types of marketing they pay attention to most. If you are offering “first month free” specials, this will attract a certain demographic, likely different from your ideal resident. Be smart with your targeting so your marketing works to attract the kinds of residents you desire.
You Don’t Have a Strategy in Place.
Great marketing requires research. To get started, survey your residents by generating a list of 20-50 of your most cherished, ideal residents and ask them what your community is doing best, why they chose this community, what marketing they pay attention to, etc. Based on those answers, you can create a marketing strategy. For example, if 80% of respondents tell you that they found you on Google, invest in Google AdWords and SEO.
You Put All Your Eggs in One Basket.
You could be seeing lackluster results if you view marketing as one and done. If you send out 5,000 mailers every few months and wonder why there isn’t a consistent up-tick in new inquiries, it is worth reassessing your marketing plan. An effective marketing strategy is diverse and comprehensive. Most communities require a marketing mix of three to five different tactics. For example, one of our client’s ideal marketing mix includes Google AdWords, SEO, referral training and remarketing. Another community may need a new website while another might need social media advertising. Putting all of your marketing eggs in one basket is a sure-fire way to ensure your marketing won’t work.
You Think You Can Do It All Yourself.
Our clients have a true passion for older adults and see marketing as an obligation they must fulfill. While back-end marketing is necessary, it does not need to fall into your day-to-day operations. If you take on sales, outreach, and developing new marketing strategies, one of those areas may suffer. Not to mention, you will likely miss out on family time, fun with friends, and other activities you enjoy due to massive overwhelm. In order for your marketing to work, you need to delegate it to an expert. Higher another marketing coordinator for the community or outsource to an expert marketing agency.
There are so many moving parts to a strategic marketing plan. At Bloom, we make it our priority to know these trends and how they relate to your unique community. When marketing doesn’t work, don’t lose faith. Recalculate your strategy so it is precise, calculated, and backed by real research. If your marketing isn’t working, schedule a free call with one of our marketing experts today.