It’s hard to believe we are nearly at the end of November. The Creating Results team has been very much on the go this month, spending time with clients, visiting prospects and participating in various conferences. Looking back on the past few weeks and looking ahead to Thanksgiving Day, I thought this quote was apt:
“If you are really thankful, what do you do? You share.”
- W. Clement Stone
We are really thankful to the many folks who shared their expertise in senior care marketing, as this week’s mature marketing links round-up collects many of those insights.
1. MOST SHARED: A handful of ideas from the first annual Senior Care Marketing Summit held in Chicago last week. This conference drew professionals from both non-profit and for-profit senior living and senior services organizations. And it drew an impressive line-up of speakers, whose insights were retweeted, favorited and passed along. Starting with Amber Naslund:
Senior living creates “real-world” communities that older adults, their families and employees want to belong to. No wonder Amber’s statement resonated with this crowd! (You can gain further insights by following her on Twitter – @AmberCadabra – or subscribing to her blog http://www.brasstackthinking.com.)
Andy Crestodina proved he has a talent for making complex ideas easily understood, and in an elegant fashion. In explaining the ins and outs of content marketing, Andy noted that “the problem with the Internet is that everyone is one click away” from another site. This means senior care websites have to be the best at solving their customer’s problems. How do you do that?
#1 – Skip the acronyms and the insider, technical language. This advice resonated with several of our Twitter followers:
#2 – Listen to what customers want and need. You’ll find content marketing inspiration in your email inbox, in the questions posed to your sales team. You’ll even find it while doing keyword research, which Andy described as “data-driven empathy.”
(You can follow Andy @Crestodina or find his posts at http://www.orbitmedia.com/blog.)
Senior living leaders also shared some great tips during the Summit.
* Jonathan Ruchman, Brookdale Senior Living: “Feedback is a gift and every day is Christmas.”
* Dan Hutson, be.group: Use content marketing to have conversations with people who are not yet sold on housing. His organization does so through a separate website called “My Silver Age” and through materials such as a magazine and PDF guides.
* Lori Alford, Avanti Senior Living: Each week, her marketing team is asked to bring in one of two items — either an example of good marketing from another industry or an example of bad marketing from senior care. Plenty of insights from both samples!
* Kim Kilday, Liberty Healthcare and Rehab: To the “4 Ps of marketing” add Pleasing. We must please our senior customers!
* Lori Woodward, ACTS Retirement Life Communities: The motivation of older adults to embrace senior living remains the same; “we haven’t found a cure for the aging body.”
Sharing is caring! Please forward this post to colleagues who would benefit from the insights. And/or, let us know your thoughts, below.
2. MOST CLICKED: Frank Bruni’s op-ed in the New York Times, “Gray Hair and Silver Linings,” struck a chord with many. After musing about losses (people, muscle tone, ambitions) he wrote:
“But there’s something else that you start to notice, something that muffles all of that, a muscle that grows stronger, not weaker. More than before, you’re able to find the good in the bad. You start to master perspective, realizing that with a shift in it — an adjustment of attitude, a reorientation of expectations — what’s bothersome can evaporate and what only seems to be urgent really isn’t.”
Read Bruni’s lovely piece: http://nyti.ms/1uw4sBZ
Happy Thanksgiving to all!