When a family member is engaged and making a decision about the right community and care type for their loved one, good and timely content can make all the difference. Once these campaigns are set-up to speak directly to each care level, the marketing continues to work for your communities without any additional touches by marketeers or sales people to help keep your community top-of-mind with the prospective family.
Email marketing guides families towards a decision point through education and testimonials.
Email marketing or marketing automation is a great way to nurture other marketing efforts and can be customized for very specific audiences. When done well, email marketing is highly personalized based on website visits, persona information, customized lists, and other media engagement and provides value to the family member because of the personalization. When email automation is built around a specific client type it will yield high potential for good engagement.
These email campaigns are sent through automation once all the parameters for each campaign are set. This is the least expensive way to stay connected to current, prospective, or lapsed customers. We’ve found that automation can also help a sales organization on track when necessary.
Often used to maintain retention it can also be a very effective way to communicate and educate for more complex situations. When a family member is engaged and making a decision about the right community and care type for their loved one, good and timely content can make all the difference. Once these campaigns are set up to speak directly to each care level, the marketing continues to work for your communities without any additional touches by marketers or salespeople to help keep your community top-of-mind with the prospective family.
Depending on the care level and thus the shortening selling cycle, marketing automation can be tailored to answer the easy and hard questions that naturally arise in the decision-making process. Imagine being the gentle voice of assurance for the family member making decisions for a loved one even when your ambassadors aren’t present.
Leveraging email marketing the right way to stay away from being “spammy” but rather providing value to the family member is a smart way to compete for awareness. As of 2022 prospects are now looking at 6-7 websites before soliciting information or contact, which means, the competition is thick and brand awareness is everything. Let’s not forget that automation is also a powerful way to re-engage lapsed prospects at a later date to re-invite them back to visit your community.
Email marketing serves a critical role in the customer lifecycle and when done well, it provides a great touchpoint to keep your brand at the forefront when needs arise.
Leveraging email marketing the right way to stay away from being “spammy” but rather providing value to the family member is a smart way to compete for awareness.
At Tilladelse we support very simple automation like MailChimp and Constant Contact but recommend Sharp Spring for more complex workflows that are often found when engaging folks making decisions about a Retirement or Senior Living community. The platform enables any community to define different personas, to build out customized workflows that can have multiple triggers that shape each campaign. These campaigns are informed with dynamic content based on prospect interaction via the website and/or email campaigns and provide highly relevant and educational content during the decision making process.
We take the time to build the right campaigns for your communities. During the set-up and email template development, we will discover the opportunities for unique touch points that can influence the decision-making process for your prospects.
We will set up your CRM, train your users, customize the email workflows, establish the personas and design your email templates to maintain brand consistency.
Finally, it would be our pleasure to either implement content that your home office has crafted or assist with developing content in-house for you. Each of the different campaigns will be completely customized for your communities and will have nuance to support your goals for independent living, assisted living, memory care, and respite care.
