Beyond Your Marketing: 6 Senior Living Automation Campaign Strategies For All Audience Journeys
Senior living automation campaigns are one way to set your community apart and create efficiencies for your teams.
It’s easy to get lost in the vast digital ocean. If you aren’t utilizing smart strategies to stand out to key audiences – prospects, families, and employees – your community may blend into the sameness.Â
What do we know about the digital landscape of today’s prospects who are searching for senior living?Â
We know they are starting their search online, and today’s prospects are younger than ever before (average age 76-84) when starting their search.Â
As a result, sales and marketing teams must become resourceful for ‘nurturing’ digital leads and standing out amongst the competition.
To stand out in today’s competitive landscape, communities can differentiate themselves by using the following tactics:
- Personalized email, offline and text automation
- Compelling content customized to audience stage and personaÂ
- Streamlining digital data platforms to track the entire customer journey
In This Blog…
We’re going to explore a few senior living automation campaign ideas. These campaigns are designed to build trust with these key audiences:
- Prospect Journey – Incorporating personalized touch points in the prospect journey can help attract & advance prospects.Â
- Resident Journey – Once someone moves into the community, continued touch points are important to gauge resident satisfaction.
- Employee Journey  – The employee journey requires nurturing and ongoing engagement to communicate your company culture properly and measure employee engagement.
But first, let’s discuss what a fully integrated automation campaign looks like.Â
Email is typically the first channel to come to mind when hearing the term ‘automation campaign’.
Yes, email is an effective channel of communication. However, a truly integrated automation campaign also includes other touch points such as text, online chat and even offline channels such as direct mail and/or personalized gifts.Â
Curious about what tech platforms you should be using in your digital marketing tech stack? Check out the [Ultimate List] Our Favorite Marketing Tools for Senior Living in 2024. In this blog, you’ll find our top recommendations for automation platforms worth investing in.Â
Let’s look at workflow strategies for differentiating your community among each audience.Â
The Prospect Journey
First, let’s look at a couple more common senior living automation campaigns for the prospects. Automation can help attract and advance prospects through the customer journey. Automating personalized content according to status and stage can save your sales team’s time, so they can spend it working with prospects who are lower in the funnel and ready to move forward.Â
Here are key senior living automation campaign ideas and milestones to build into your prospect automation journey.Â
- Welcome Campaign – Right after a prospect reaches out on your website, it is an ideal time to send messages to introduce the community, team, and what makes your community different.
*Expert tip* – Include a personalized video from your Executive Director or Sales Director introducing themself. This is a great opportunity to share more about what they love about the community, and what makes it unique.Â
- Re-Engagement Campaign – Create an automated campaign that will nurture contacts who have gone cold in your CRM. Include resources and educational content to help them overcome common objections. This allows your sales teams to move away from contacting leads who aren’t ready to move forward but may have interest still in the community or senior living.Â
The Resident Journey
Next, let’s explore some senior living automation campaign ideas related to your residents’ journeys. Personalized communication and touchpoints shouldn’t stop there after a prospect commits to moving into your community.Â
The first 30, 60, and 90 days are imperative to gauge resident satisfaction. Ensure they will be happy in the community long term by creating some touchpoints to make them feel at home.Â
Here are a few senior living automation campaign ideas to implement throughout the resident journey.
- What to Expect campaign – Set up personalized touch points to communicate what to expect before moving in. This is an opportunity to introduce the move-in process, other residents in the community, and tips for downsizing or moving resources. It’s a stressful time for residents and families. Proactive communication can help ease the transition.Â
- 90-day Resident Satisfaction Campaign – This is a perfect time to gauge resident satisfaction with a survey. It may be difficult for residents to complete an online survey so the campaign may include communication to the activity director or relevant team member to provide a paper copy of the survey to the resident, if that’s the preferred method.
*Expert tip* – If the resident provides a positive survey results, follow up with another communication. Ask for an online Google review to support marketing efforts.Â
The Employee Journey
Finally, let’s not overlook the important senior living automation campaign to help you attract, hire, and retain top talent in the industry.Â
Hiring and retaining top talent is difficult in today’s market. Communicating your employee culture and brand effectively can help your community stand out to potential employees. Along with engaging and retaining current talent. Here are a few ways to incorporate automation in the employee journey.
- Anniversary & Birthday Campaign – Automating a card, gift or email on each employee’s birthday or anniversary dates. This can help employees feel seen and keep them engaged. A simple automation campaign makes a big difference in saving time for your HR teams. Plus, it will put a smile on your employee’s faces.
*Expert Tip*: Personalize the signature or note from the employee’s manager or leader in the company.Â
- Employee Engagement Campaign – Standing out to potential employees is essential to recruiting top talent. After someone submits a job application, it’s a great time to nurture that applicant with content around your company culture, benefits and employee stories. Clearly communicating your company mission and values can help you stand out as a top contender to applicants in a highly competitive job market.
Regardless of which audience you are targeting, before executing any marketing automation campaign, taking the time to strategize and plan accordingly is key to successful execution.Â
Check out our senior living automation bonus bundle for files and templates to help you get started with your own automation strategy.
If you need any help with either building your senior living automation campaign journey or execution of an automation campaign, contact us to get started.
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