Paid Media is the go-to solution most marketing agencies recommend for senior living communities. But, is it the right fit?
Hey there – my name is Scott R. Wells, founder & CEO of ConversionFormula
And the creator of the SmartChoices Tool
Today I want to discuss a question I often get
Is Paid Media right for my community?
I get this question often – I think mainly for two reasons.
It is a strategy that is pushed by a lot of marketing agencies
And secondly, we at ConversionFormula don’t push it
At least not publicly.
Why is that?
Well, it ties directly into is this a good fit for your community
To jump directly into paid media – and by paid media I mean
Google Adwords, Display advertising, Facebook Ads, etcetera.
These types of platforms can be a wealth of success if done properly.
They can also bleed you dry if you are not doing them with a ton of forethought.
So, here are a couple questions you need to consider before diving into paid media:
Have I narrowed down the Whom properly?
Whom do you serve? You cannot define your community
By your levels of care any longer – not in today’s marketing world.
So, whom do you serve – and how do you take them from
Their current situation, their prison
To their desired end-result, their paradise.
If you don’t define the whom properly your net will be too wide
And, a net that is too wide misses the mark too often.
Ok, next question…
How are you going to capture leads?
What pages will you be driving the traffic to?
Does that page or pages reflect the whom and their challenge?
Or, are you talking about your community?
Too often, I see communities engage in a paid media campaign
Without taking the new searcher into consideration
And the fact that they want to know, what’s in it for me?
Remember, we are dealing with humans – and we need to treat that relationship
Like a normal healthy human relationship.
You don’t ask someone to marry you before knowing their name
That’s just kinda creepy.
You just met them, give them something of value and build trust
And your conversion will rise.
If you do not have a website that consistently converts
You will be pouring water into a leaky bucket – and that water
Is expensive water.
If you are converting typically at 1 or 2% what makes you think that is going to change
Just because the traffic source changes?
So, if you are considering a venture into paid media
Define the whom – know what they want
Know where they are on their resident value journey
And take them from their prison into their paradise
Then, by all means, turn the faucet on with paid media.
This was one of the main drivers behind creating the SmartChoices Tool
To increase conversions without having to completely redesign a website
To give your visitors value in exchange for them becoming a lead.
Ok, hope this helps
If you like this video – give it a like and maybe even go crazy and share it
And, if you want to find out more about the SmartChoices Tool
Send me a message
This is Scott R. Wells – thanks for joining me.