Integrated Marketing Series: How Integrated Marketing Can Boost Your Sales Conversions and Occupancy (Part 3 of 3)

In our first two articles on Integrated Marketing, we discussed, “What is Integrated Marketing?”  and “How to Build an Effective Integrated Marketing Campaign.”

In the final article of our three-part series, we’ll review how Integrated Marketing campaigns can increase sales and help your organization achieve its occupancy goals.

In today’s digitally driven communications environment, sales and marketing professionals must better understand their target audiences to enable more relevant, personalized messages that effectively cultivate and nurture prospects toward a successful conversion.

How you engage and interact with your various customer groups through Integrated Marketing campaigns – including older adults, their adult children and professional referral sources – can have a significant impact on your lead generation, sales and occupancy goals.

Today, many growth-focused senior living communities that use Integrated Marketing strategies are relying heavily on marketing automation tools to help move their prospects through the buyer journey to a successful sale.

Engage Your Prospects in the Most Meaningful Ways … for Them!

Marketing automation has become an essential tool for delivering personalized content to your customers based on where they are in the buyer’s journey.

Says Adrienne Mansfield Straub , Director of Integrated Strategy at SageAge Strategies, “Today’s consumer won’t settle for generic content and repetitive brand messaging – they demand to be engaged with personalized content. Therefore, senior living providers should have a marketing partner that understands their targeted audiences’ specific needs and preferences and can effectively tailor content that highlights their benefits while speaking to prospects in terms of where they are in the buyer’s journey.”

A Major Area of Opportunity for Senior Living Providers

As noted by CMO by Adobe,  “The proliferation of devices and channels means that reaching and engaging with customers has never been easier. Multichannel success means going beyond the confines of creative ideas and responding to the changes in how consumers use various channels and devices, seeking to interact with them at those key moments, which may influence the extent to which they interact with the brand.”

Despite this, an Econsultancy and Adobe survey of nearly 2,000 digital marketers and e-commerce professionals on the subject of integrated multichannel marketing found that only 14% of organizations say they are currently running coordinated marketing campaigns across all channels.

This finding has significant implications for senior living providers from a competitive advantage standpoint. For those that take advantage of an Integrated Marketing approach, the benefits can be substantial. CMO by Adobe advises that over half (52%) of organizations that use cross-channel campaign management tools indicate they “usually” or “always” hit their financial targets.

Marketing Automation Boosts Your Marketing Effectiveness and Increases Sales

Senior living providers that use Integrated Marketing automation today are more likely than those that do not to have increased prospect engagement efficiency and effectiveness. For example, the combined total of marketers describing their marketing as “highly effective” and “efficient or somewhat effective and efficient” is much higher for users of Integrated Marketing automation. On average, 80% of marketers using automation software generate more leads. (LinkedIn, 2016) (Source: https://www.hubspot.com/marketing-statistics).

Jason McCloud, Executive Director of Integrated Marketing & Communications, adds, “For all of these reasons, we strongly encourage the use of marketing automation and CRM integration in any integrated campaign for full effectiveness. If senior living communities don’t already have these tools deployed, we can help them find the right solutions to make their Integrated Marketing campaigns successful. While it is possible to run Integrated Marketing campaigns without CRM integration, the results are suboptimal and less cost-effective.”

Integrated Strategies Equal Better Results

Says Jason, “The research data is clear.  It’s now time for senior living organizations to fully embrace Integrated Marketing campaigns as a central lead generation strategy. An integrated approach will not only boost sales and ROI but increase brand loyalty while saving you money and improving your competitive position.”

Or, as CMO by Adobe suggests, “Sooner or later, every organization will have to follow the lead of those taking an integrated approach to all marketing. They’ll finally recognize the fact that their customers live in a multichannel world and will invest accordingly. Multichannel marketing will just be marketing.”