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Happy Monday!  This week’s mature marketing stories that had people talking examine the benefits of resident surveys and content marketing. Have something to add?  Please be sure to incorporate in the comment section.

MOST CLICKED: Content marketing (also known as inbound marketing) is all the rage these days.  Why you ask?  Because it generates more leads and sales while increasing your ROI, by highlighting the value of your brand in a non-threatening way.    A recent article examined just how (and why) it is so effective.

First and foremost, the author defines inbound marketing as:

Inbound marketing strives to convert website visitors to customers through tactics that align content with customer interests, nurture these leads along conversion paths into customers, and delighting these customers so they become outspoken promoters of the company. 

Some statistics the article included:

*  80% of business decision makers prefer to receive insights about your brand through a series of pieces.
*  90% of consumers will find the information you incorporate within custom content more useful in their decision making process.
*  Brands that create 15 blog posts per month generate an average of 1,200 leads through that content.
An inbound marketing strategy can be incredibly effective in creating relevant, motivating pieces that inspire your prospects and reinforce why your service or community is THE BEST choice.  How do you approach your strategy?  We’d love to hear your thoughts or discuss how you can take a few easy steps that make your inbound marketing shine.

MOST SHARED: Never underestimate the power of a resident satisfaction survey.  At Creating Results we work closely with many Senior Living clients as they strive to not only attract new prospects, but work with happy residents to generate even more word-of-mouth marketing (and leads) for their communities.  It goes without saying that the more content the resident, the more enthusiastic the recommendation to friends.

A Senior Housing News recent article and webinar discussed just how powerful a resident satisfaction survey can be. The piece followed The Marshes at Skidaway Island, a CCRC in Georgia.  After struggling with resident satisfaction the community decided to do something about it by capturing insights from residents to help improve the community.  The result? Within the first year The Marshes reported positive increases in occupancy, sales and referrals.

Resident surveys can help identify not only areas for improvement, but where your community already is heads above the competition.  But a survey is only as effective as your approach to what happens next, what you do with those insights.

“You get out of a resident satisfaction survey what you put into it,” said Catherine Jenkins, vice president and director of operations management at Life Care Services. “I’m not talking about just the process of getting it distributed, but what you put into those results. … The commitment to put the hard work in [during] the years leading up to that survey is really critical.”

For The Marshes, they received feedback from residents that highlighted the need to make some improvements within their Health Center.  By implementing some changes to their overall approach they were able to move the satisfaction needle from 59% to 90%.  This satisfaction has led to more resident referrals and new members of the community.

Discover more about how you can approach satisfaction surveys when you read the full article.

About The Author

Beth Mickey

With more than 15 years of marketing experience, Beth serves as Client Services Director for Creating Results. As an expert in e-engagement, Beth applies her experience in strategic planning and execution of email and online marketing efforts for her clients to identify opportunities to leverage online and offline marketing avenues as part of an integrated marketing approach. Her experience serving both in a client and agency capacity helps her gain an understanding for her client’s needs and goals to maximize program performance and return on investment.

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