at GlynnDevins. With the map, “we can create, adjust and enhance touch points to ensure the most effective buying and service process.”


“Data has the power to tell us where we are, and where we need to go,” Gosselin says. “It is going to accelerate how we understand our customer, and how they can benefit from that understanding.” Those who aren’t jumping in can still apply one of omnichannel’s major insights: Be aware of how different the journey to a decision can be for each prospective resident and each of their friends and family members.


The nano-influencers When many of us hear “social media influencer,” we


think of a celebrity showing off her handbag on Insta- gram. But digital marketing and reputation management experts alike tout a different kind of influencer—unpaid and authentic—as ideal for senior living. An influencer is simply someone who posts a lot on social media, and who a lot of people pay attention to—word-of-mouth made much larger. A nano-influencer is someone who typically has few-


er than 1,000 followers—but they’re the right followers. A nano-influencer can deliver qualified leads, because their followers share or enjoy the nano-influencer’s per- sonality, tastes, and way of life—and maybe neighbor- hood. Another advantage is that they often take their influence offline, sharing opinions face-to-face with friends, says the Association of National Advertisers’ Anne Field, in ANA Magazine: “They’re influencers at the grassroots level.” To find them, start with your community. Who are the social media mavens who post pictures from events, or of the community pets? What family members love posting photos of themselves with Auntie? “The best influencers are those who have already walked the path,” Gosselin says.


Then, recommends Gosselin, look to people related


to established local businesses in related fields, such as real estate or health care. You can also find out who’s talking about you with simple and often free tools such as Google Alerts. Adweek points out that finding and engaging na- no-influencers takes some work and should be thought of as a long-term method to elevate a brand. You can’t control the message unless you pay them, but paid in- fluencers destroy trust—one reason that trend is taper- ing. To prevent this, says Julian Baladurage in Forbes,


don’t rush in to engage—watch the kinds of posts and comments to see if they’re the right one. Don’t expect a nano to post about you daily or even weekly—this an- noys people and affects trust, says ANA. Let it happen naturally and authentically.


Follow-up via remarketing You know those “stalker ads”—the ad that follows you


from website to social media to blog, trying to sell you something you just bought? That’s remarketing at its most basic.


But with more personalized remarketing, you can


reach prospects with more specific messages—bits of information about amenities, a short testimonial, a call to action saying you’re ready to help. 5G points out that with the long online research times associated with senior living searches, remarketing can be highly effective to keep a community top-of-mind. It’s also cost-efficient and can be easily scaled.


Freedom in the future Automation, AI, and machine learning, working togeth-


er, are seen by 5G and many others in digital marketing as the norm of the future. The goal is that your digital marketing essentially will run itself, adjusting to changes in prospect behavior, seasons, and other factors. This will save money—essential with the coming challenges in middle market and affordability.


But it will also free people to do what really matters in senior living sales counseling: Listen, connect, laugh, understand, and find the right solution—for each indi- vidual, inimitable human.


NOVEMBER/DECEMBER 2019 ARGENTUM.ORG 33


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