How do you incorporate new content into your existing website? Think back to the last piece of marketing content that your team created. Does it target a specific buyer persona? Does it align with a stage of the Buyer’s Journey and move that persona forward to the next stage? If not, chances are that it fell flat because it wasn’t specifically written to resolve the problems people in your audience have at the exact moment they are trying to solve them. Incorporating new content into your exi...

When marketing multiple senior living communities, it often makes sense to introduce as much consistency as possible across locations. As a marketer, this is hugely appealing to me. The mantra “Find what works, then do it again” is one that I have shared more times than I can count. But as a marketer, I’ve seen some funny things happen, particularly for senior living communities, when marketing becomes too cookie-cutter—even for communities under the same brand.

Case studies are a great and necessary piece of content for your brand. They validate the value of your company and serve as a strong testimonial to prospects and leads. The best part? They’re relatively easy to put together! Outlined below are all of the components that make up a great case study.

Psychology is a science founded in human motivation and behavior, and is essentially all about what makes people tick. As a marketer, if you can understand what drives somebody and why someone may behave a certain way, the better you’ll be able to understand them, work with them, and ultimately influence them. So let’s look at four proven psychological triggers, showing examples of each, and discuss how you can incorporate them into your copywriting and overall marketing.

As a marketing strategist, one of the most valuable lessons I’ve learned throughout my career is that there isn’t always one way to reach your small business goals. I’ve worked with a lot of small accounting firms on digital and inbound strategies over the past decade, and the advice I have always known to be true is this: Don’t kill what’s already workingGet rid of what doesn’t workFind new and innovative ways to complement your marketing strategiesA big struggle for most small account...

At one point or another, every marketer, agency, business owner, and inbound enthusiast has asked this question: “How much of my organic traffic should really be converting into leads?” This question has good reason behind it: organic visit-to-lead conversion rate is a great benchmark of inbound success. Not to mention, leads obtained from inbound activities (such as organic leads) have a much higher closing or conversion rate than their outbound counterparts: SEO leads have a 14....

How do you fill an open job position at your company? Do you post a job on Indeed, Glassdoor, and LinkedIn, and hope for the applications to start pouring in? How is that working for you? Are you getting a good quantity of applicants, but lacking quality? Or maybe you are getting my personal favorite: applicants with no cover letters. Why does this usually happen? Because they have no clue who your company is. So, why did I just ask you about eight questions in the first paragraph? HR and rec...

If you regularly publish on your company’s blog, you may already be seeing the benefits of business blogging. On top of posting regularly and promoting content on social, there are other strategies to increase your content’s discoverability, including posting on Medium, a publishing platform launched in 2012 by Twitter’s former CEO, Ev Williams. Medium was designed to be a platform where anyone could read, share, and exchange ideas on a vast range of topics in the form of “stories,” or blog a...

Are you sick and tired of acquiring lists full of potential, high-quality prospects, devising a cold emailing plan, and having no one respond? What if you reach out again, will it be awkward? Is there any hope left to turn even just one of those prospects into a customer? Has all of the hard work and research you put into acquiring those email addresses gone to waste? Not necessarily.

How well do you know your buyer personas? Do you thoroughly understand their needs and pain points—and why they decide to purchase from you instead of your competitors? This information is the cornerstone of a successful inbound marketing strategy. With it, you can fine-tune your messaging so that it truly speaks to your audience and their needs. Without it, you run the risk of sending a generic or off-target message that doesn’t resonate with your audience. Which would you rather have?

Generating new move-ins is the ultimate goal for any senior care community. Paid social is the ideal channel for driving cost-effective brand awareness campaigns and top-of-the-funnel leads. Ads can also be used to move potential residents further through the Buyer’s Journey. Let’s take a look at some of the campaign objectives and strategies that senior care communities can use to support marketing and sales goals.

Interested in implementing an inbound sales methodology? There are several steps you can take to make the process smoother while transitioning your team from an outbound to inbound sales approach. Let’s start by defining outbound sales. Outbound sales is an older, more traditional approach to sales. It is where a sales rep reaches out to a prospect, whether by networking or by cold-calling a list, to sell a particular product or service. The actions of the sales rep may be outlined in a sales...

Imagine you’re looking to buy a new product but you aren’t quite sure which brand to go with. You research a bit online before realizing a few of your friends just bought the same product. What’s your next step? If you’d pick up the phone and ask for their opinion, welcome to the club. We are all creatures of habit—constantly looking to others for advice and validation. The people we surround ourselves with become examples without us even realizing it.

In the old days of recruitment marketing, you put a job posting on your careers website, Indeed, and maybe LinkedIn, and that was it. However, job applicants today are looking for more. Are you giving it to them? In today’s age, there are so many options for a job seeker that you have to work harder to stay relevant and top of mind. Today, you are probably on par with many other organizations if you are still only posting jobs to job boards. But will you soon be outpaced? What does the future...

“It’s all about content.” You’ve probably heard this phrase uttered from your agency or marketing department sometime in the last several years, but it’s one that can’t be overstated. Today’s consumer spends more time researching before making a purchase than ever before, and companies who are willing to provide the best and most helpful content to these consumers are usually the ones rewarded over time. But creating a successful content marketing strategy takes time, planning, analysis, and ...