By seniorlivingmarketingperspectives
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The podcast currently has 49 episodes available.
Senior Living Marketing Perspectives: Mastering Google Ads to Boost Senior Living Lead Quality
Episode Summary:
In this episode, Debbie Howard, co-founder of Senior Living SMART, is joined by Chris Zook, Director of Search at Senior Living SMART, for an in-depth discussion on leveraging Google Ads to drive leads in the senior living industry. They explore how communities can use innovative search strategies like Performance Max campaigns to reduce dependence on third-party lead generators, improve lead quality, and effectively manage ad budgets to stay competitive in the market.
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Senior Living Marketing Perspectives: The Power of Professional Outreach and Referral Source Development
Episode Summary:
In this episode of Senior Living Marketing Perspectives, Debbie Howard of Senior Living Smart engages in a thoughtful conversation with Michael Moye, Senior Account Executive at Welcome Home CRM. The episode dives into the often overlooked but critical role of grassroots marketing and professional outreach in building and sustaining relationships within the senior living industry. Michael shares his experiences from the community level, emphasizing the importance of relationship-building and how it directly impacts occupancy rates and length of stay.
Key Takeaways:
Embracing Grassroots Marketing:
Business-to-Business Mindset:
The Value of Being Present:
Building Trust Through Outreach:
Strategic Planning and Execution:
The Role of Regional Directors in Outreach:
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Senior Living Marketing Perspectives: Insights on Client Success and Marketing Strategies
Episode Summary:
In this episode, Debbie Howard and Doug DeMaio, Director of Client Success at Senior Living SMART, discuss the parallels between marketing strategies for early childhood education and senior living communities. They explore how understanding and leveraging reporting metrics, crafting effective narratives, and strategic collaboration can enhance client relations and drive successful marketing outcomes.
Key Takeaways:
Understanding Metrics and Reporting: Dive into the importance of tracking and interpreting metrics to gauge the effectiveness of marketing strategies. Learn how reporting can reveal insights and guide decision-making.
Creating and Following a Narrative: Discover how building a compelling narrative around your community's story can aid in understanding and communicating reporting metrics effectively.
Strategic Collaboration: Explore the benefits of aligning marketing strategies with broader business goals through collaborative efforts. Understand how this can streamline operations and enhance overall marketing success.
Marketing as a System: Learn to view marketing as an integrated system, where various elements work together harmoniously. This holistic approach ensures that every aspect of your marketing strategy supports the community's goals and resonates with potential residents.
Questions for the C-Suite: Gain insight into critical questions that the C-suite should ask to drive effective marketing and client success strategies, ensuring alignment between marketing efforts and organizational objectives.
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Senior Living Marketing Perspectives: The Executive Director's Role in Sales
Episode Summary:
In this episode, Debbie Howard and Erin Thompson delve into the Executive Director's pivotal role in the sales process. They discuss shifting from a sales to a service mindset, the importance of understanding resident needs throughout their journey, and how building trust and showcasing community strengths can enhance leadership and drive success.
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Senior Living Marketing Perspectives: Transforming Spaces with Sharon MacDonald
Episode Summary:
In this episode, Debbie Howard talks with Sharon MacDonald, Founder of Model55, about how well-designed model apartments and common areas can influence senior living marketing and occupancy. They explore the role of neuroaesthetics in design, the importance of first impressions, and how professional design can impact sales and ROI.
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In this episode, Debbie Howard talks with Kerri-Anne Pendergast, Director of Social Marketing at Senior Living SMART, about the evolving landscape of social media marketing in the senior living industry. They discuss best practices, the importance of storytelling, the impact of social media on local search, and the role of AI in content planning.
- Transcript
- Book a call with Kerri-Anne
- Senior Living SMART’s Social Media Guide and Infographics
- Connect with Kerri-Anne Pendergast on LinkedIn
In this episode of "Senior Living Marketing Perspectives," host Debbie Howard from Senior Living Smart welcomes Jamison Gosselin, a 20-year senior living industry expert. First, Debbie and Jamison dive into SMASH survey findings about consumer perceptions of the buyer journey. Next, they continue on the topic by looking at what’s working in the industry, and what needs improvement. Then, the two shift the conversation to talk about social media and review sites and managing the promotional mix. Finally, they wrap up the podcast by touching on resident, employee, and professional experiences in the industry, as well as expanding the role of the marketing professional.
Jamison Gosselin has served in and around the senior living business for more than 20 years in a variety of marketing, communications, and operations roles. Today, he works as an executive-level marketing strategist with B2C and B2B companies focused on seniors housing and multifamily assets.
Prior to his consulting work, Jamison developed business strategies and oversaw the execution of marketing, sales support, and communications in a variety of executive-level roles at leading companies. These companies include Sunrise Senior Living, Holiday Retirement, and Eclipse Senior Living. He also led marketing and communications at Argentum, a senior living trade association, and managed the senior living vertical business at G5, a digital marketing agency and SaaS company. Jamison got his career started at global telecommunications firm MCI (now part of Verizon) as a political action manager and later as a public relations manager at its headquarters in Washington DC.
Jamison has an MBA from George Mason University in Fairfax, Virginia and a BA in Political Science from The American University in Washington, DC. He also has a variety of marketing credentials from Duke University, George Washington University and the Content Marketing Institute.
Connect with Jamison on LinkedIn
Transcript
In this episode of "Senior Living Marketing Perspectives," host Debbie Howard from Senior Living Smart welcomes Nancy Harhut, Co-Founder and Chief Creative Officer of HBT Marketing. Debbie and Nancy dive into the connection between behavioral science and marketing, specifically in the senior living industry. They explore the unique challenges that marketers face with customers and how using principles from behavioral science can be a solution. Finally, Debbie and Nancy discuss Nancy’s book, “Using Behavioral Science in Marketing” with some key takeaways that all marketers should consider.
Nancy’s Bio:
Getting people to take action is what Nancy is all about. Her specialty is blending best-of-breed creative with behavioral science to prompt response.
She and her teams have won over 200 international and national awards for marketing effectiveness. Along the way, she’s helped generate $68 million in incremental revenue for Nationwide, establish seven controls for the GM Card, and create one of H&R Blocks’ most successful campaigns.
Recognized for her work in B2C, B2B, and nonprofit, Nancy’s been named one of the 10 Most Fascinating People in B2B Marketing, a Social Top 50 Email Marketing Leader, and a Top 40 Digital Strategist. A frequent speaker at marketing conferences, she’s shared her passion with audiences in London, Sydney, Moscow, Madrid, Stockholm, Sao Paulo, Berlin, Dubai, and all over the US, including several return engagements at SXSW.
Prior to co-founding HBT Marketing, Nancy held senior creative management positions with agencies within the IPG and Publicis networks. Kogan Page recently published her first book, Using Behavioral Science in Marketing, Drive Customer Action and Loyalty by Prompting Instinctive Responses.
Connect with Nancy:
Transcript
In this episode of "Senior Living Marketing Perspectives," host Debbie Howard from Senior Living Smart welcomes Maureen Longoria, Co-Founder of Live Now Relocation. Together, they dive into the complex process of relocating to senior living communities and discuss how Maureen's company assists both older adults and their adult children during this emotionally charged transition. They explore the unique challenges and best practices involved in senior relocation, shedding light on how communities can integrate these services into their marketing strategy to enhance their offerings.
In this episode of Senior Living Marketing Perspectives, Debbie Howard interviews Sarah Nay, the Chief Operating Officer of Duct Tape Marketing and the founder of Spark Lab Consulting. They discuss the significance of having a comprehensive marketing system and its role in driving predictable growth for businesses. Sarah emphasizes the importance of aligning marketing and operations, sharing strategies to enhance the customer journey, retaining clients, and turning them into advocates. They also explore the critical role of metrics in assessing marketing success and the value of focusing on clients' needs and experiences. Sarah's insights provide valuable guidance for businesses looking to improve their marketing strategies and operations.
Introduction to Duct Tape Marketing and Spark Lab Consulting
The Marketing System vs. Marketing Plan
The Marketing Hourglass
Creating Emotional Connections
Aligning with Prospects and Post-Close Marketing
Incorporating Fulfillment into Marketing Strategy
Budgeting and Strategy
Connect with Sarah Nay:
Transcript
The podcast currently has 49 episodes available.