More than 70% of businesses have a website. We’ve come to take them for granted today. A business website delivers credibility, visibility and sales-ability. That’s true if you’re selling widgets or senior living options. If you ask those business owners about the impact of their website, they might know enough to tell you that search drives more than 50% of their website traffic! But wait. Those visitors who arrive on your website are anonymous. Unless you’ve invested in software and personnel to track them in real time, most remain as ghosts unless they take the time to fill out a form or chat with your bot. (You do have a friendly bot, don’t you?) So how do you reach this interested audience? You implement a smarter retargeting ecosystem as your strategy. And that’s where Sabal Strategy comes in.
Speak to the Right Audience
You know, and we know you know because we’ve been telling you, that targeting the right audience is the smart thing to do if you want to increase your senior living marketing campaign ROI. Consumers who take the time to run a Google search and then click to visit your website are a desirable audience. They might make up more than 50% of your web traffic. Chances are excellent you’re also driving prospects to your website as a result of your marketing campaigns. But if they don’t RSVP or sign up for a tour, how do you measure their interest? That’s where we can help.
A smarter retargeting campaign builds the right ecosystem to nurture and guide your prospects into becoming loyal brand advocates. Like a natural ecosystem of living organisms, a retargeting ecosystem includes interconnected elements offering a balanced system. And it all begins with that first click.
Build a Smarter Retargeting Ecosystem
Most marketing teams have a simple retargeting campaign in place. Someone visits the site and then ads begin to follow them around the internet as they shop, check the news or browse social media. That’s fine as far as it goes. But the smarter approach uses an omnichannel strategy. In the Sabal ecosystem, that first visit triggers a more complex and robust approach based on customized elements that are interconnected. Here’s how it works. Your prospect goes to your website because they googled or they’ve seen an ad. They’re now a retargeting prospect. That website visit triggers our ecosystem to mail them a postcard. By the time they get it, within 5-7 business days, they’re served the first of three eBlasts and they’re seeing the retargeting ads. All of which deliver a unique message building on the campaign’s core themes and serve to trigger the next layer of marketing, which is to serve your ads when they visit a competitor’s website.
A Smart Ecosystem Defeats Ad Blindness
Ad blindness is very real, and simply serving up retargeting ads isn’t going to move the needle. In fact, 41% of social media users admit to tuning out ads and 67% actively ignore them. That may be why these ads have an average click-through rate of 0.06% or 6 people out of 10,000 click on the ad. Yeah, not very effective. But when you create a smart ecosystem that targets your anonymous audience and your custom data list, you’re going to see stronger results you can measure.
Smarter, not Harder
So what are you waiting for? Take your senior living marketing to the next level with a smart retargeting campaign to the right audience. Give Maribeth a call today to learn how the right data from Sabal Strategy can boost your ROI. And if you need even more convincing, check out our case studies to see the wow results from four senior living communities. What do you have to lose?
