Direct mail, email invitations, digital ads, retargeting ads, a website, and your senior living community’s phone number are all potential sources of lead generation. Each channel tells you something unique about your potential leads. But here’s the kicker: that data is only as good as the reporting of that data. In other words, you can only trust that data as far as you trust the reporting. And here’s the catch: most marketing and sales teams aren’t getting all of the data they need to make informed decisions. Why? Because there’s usually a huge disconnect between the data they track and the data they need to understand in order to take a campaign to the next level. I realize that’s harsh, but you do have the power to change that reality.
Tl:dr: When you can trust your data and the reporting, trusting and knowing leads to empowerment and transformation.
Let’s begin by thinking about all the campaigns you’re running or planning to run this year. Jot them down: maybe there are 6 lunch-and-learns for independent living, 4 special events for independent living, 4 educational sessions for memory care, and perhaps a gala or golf tourney. Perhaps there are events to fill a waitlist of new depositors and a few events for new and current depositors to keep interest high. Now be honest because no one is looking over your shoulder here, have you set the key metrics to track for each individual campaign’s event? Chances are, you’re shaking your head no because “Who has time for that?” And that’s the problem. Time.
Now let’s jump ahead: How many reports are you expected to turn in about your marketing campaigns? Think about who you’re reporting to, and what they need and what they want to know. To write those reports, you need the data from your campaigns. Where is that data coming from? Who is providing it? Do you trust those numbers or are they just the same old thing month after month? More importantly, do you understand those numbers?
Can you distill the reporting you’re given from your data team into hard facts about the ROI of your events? When you tally up the number of qualified new leads added to the CRM in one month, does the cost per lead (CPL) make you (and your ED) wince? Can you confidently attribute new leads to their source? True story: an industry partner shared that no one in their community was tracking the source for new leads. That means they couldn’t identify their most successful marketing channel. And that happens more often than not.
The quality of your data matters. Sabal Strategy’s data out-performs our competitors because we care deeply about the quality of the data and where we source it. The quality of your data, in terms of performance matters. But it can only empower you when you can trust it and understand it. And that begins with what you’re tracking, how you’re tracking it, and then using the raw data to compile sensible, readable reports that provide accurate information about the results and strategic insights.
Take your last campaign as a test case. Can you confidently report:
- How many qualified, new leads you acquired from the campaign, itemized by the source?
- What was the cost per lead for the new leads?
- What was the cost per qualified tour for those new prospects?
Examine your Q1 results. Can you:
- Identify the highest ROI tactics?
- Determine how many callers took the next desired step?
- Track how quickly the sales team responded to calls, forms, and email?
- Understand how well the website is performing?
Internally, do you know:
- How much time is wasted dealing with unqualified prospects?
- How much time is spent trying to use the CRM?
- How many leads are lost each month?
- How much you’ve shortened your sales cycle?
The data to answer each question is available. But it takes time to access it, organize it, study it, and report on it so it can empower and transform. It takes effort and a thoughtful approach. And that’s where Sabal Strategy’s team can help you take control so you marketing can reach the next level. You can choose to partner with a team that loves diving into the deep weeds to learn more about how your campaign is performing.
When you’re ready to take your strategy to the next level, reach out to Sabal. Because we never want you to waste thousands of dollars on Google ads or email or direct mail without gaining qualified leads who want to take the next step. We believe the right data can do so much more. Just ask us.
