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and hoping that you’re reaching the right prospects leaves much to chance, includ- ing whether you’re on the right path to achieving your revenue and business goals. Let’s start with the purpose of marketing: to raise awareness of your brand to get more customers and make your business successful. Marketing is today’s matchmaker—it’s im- portant to connect the right community with the right prospect at the right time.
Your brand Your brand is more than what your business offers—it’s what prospective residents think
Identifying Target Markets T
o effectively market to ideal residents, you must first understand who they are. Going out with a broad message
Gain Partner - Half Page - 7 x 5.pdf 1 3/24/2016 3:11:56 PM
and feel about your community. You can create a lasting brand impression by clearly communicating what you promise. Think of your brand as a person: What is that person like? What can you expect when you interact with that person?
Your target market It’s important to know what makes your brand unique and equally important to know who the best fit is for your commu- nity. By identifying characteristics of the ideal resident, you can create personas you want to reach and segment prospects to tailor your messaging. Draw from your knowledge and experience. Here are some considerations:
Demographics » Age » Gender » Extended family » Income » Education
Psychographics » Activities »
Interest
» Opinions »
Attitudes » Values
Once you’ve evaluated what you know, read what people are saying about you and the industry. You can glean insights on prospects’ desires by regularly doing online research. Ask current residents about why they chose you. By taking time to understand your target audience, you can be strategic with where you reach ideal prospects, how you communicate and messaging to motivate them. Download this white paper to build your
digital marketing strategy:
go.getg5.com/ sle-20-ways-white-paper.
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JULY/AUGUST 2016 / SENIOR LIVING EXECUTIVE 33
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