Assisted Living

70th AHCA/NCAL Convention and Expo

AL-4 - Four Actionable Strategies to Improve Marketing Performance

Speaker(s)

• 

  Dan Gartlan, BS in Educations, BFA in Advertising Design

  President
  Stevens & Tate Marketing

  Disclosure: Nothing to Disclose

Marketing professionals and executives of senior living organizations find themselves asking these questions: What changes are needed to balance our online and traditional strategies this coming year? What are the best strategies to stay in touch with prospects during a lengthy sales cycle? How do we better tell our story so that we can connect with prospects? This session explores the answers to these questions and presents a series of tactics proven to attract prospects in a crowded senior living space. You’ll learn cohesive and integrated strategies that work in combination to create the ideal platform for enhanced success, specifically focused on inbound-driven techniques. We will explore interdependent strategies that focus on topics such as brand storytelling that connects emotionally with prospects; website content creation; SEO; social media that engages seniors and builds trust; and the use of email in combination with lead nurturing to move prospects through their buying journey. Through worksheets and hands-on exercises, participants will create measurable and attainable marketing objectives to clearly define the essential elements that can affect their organizations’ results. Relevant examples will demonstrate how to improve performance for each strategy.

Learning Objectives:

• Describe the fundamentals of four marketing strategies including messaging, social media thought leadership, ongoing tactical improvements based on data, and lead nurturing; and the value of using these in combination.
• Explain how to an organization’s competitive advantages based on its core values and communicate them with emotion that connects with your audience so that you can attract prospects.
• Articulate marketing objectives in measurable and attainable terms so that you can communicate with leadership on the return on investment (ROI) for marketing efforts and spend.