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2023 Marketing Automation Trends for Senior Living Communities

marketing strategy

As the senior living sector grows, new providers emerge, and competition stiffens, an updated marketing strategy becomes increasingly critical. Advancements in technology are already transforming how marketing teams operate, and keeping up with marketing automation trends is paramount for any senior living community hoping to stay relevant and competitive in the next decade.

The concept of marketing automation isn’t new, but recent trends suggest that its scope, popularity, and effectiveness are poised for rapid growth. Half of all companies use marketing automation today.

Tip: A lot of this is also covered in our eBook: Turning Numbers into Actionable Sales & Marketing Insights. Grab your copy of the eBook here.

Among senior living communities, marketing automation tools are essential for marketing campaigns, as they directly influence the customer experience, promote lead nurturing, and increase conversion rates. Knowing about the top marketing automation trends, then, can help senior living providers understand what’s available and how to best leverage marketing automation software to expand their community. 

Let’s look at this year’s top nine marketing automation trends to help you choose the best senior living software in 2023 and take your marketing processes to the next level. 

1. Improved Lead Capturing

Lead generation and nurturing are vital parts of any sales funnel. Luckily, marketing automation helps you effortlessly convert qualified leads and potential customers into new members of your community. Using an intuitive platform that relieves staff of repetitive tasks, sales teams can prioritize their marketing efforts and focus on high-level tasks such as client satisfaction, customer retention, and community expansion. 

Top marketing automation platforms will also integrate with customer relationship management (CRM) software, using customer data and analyzing customer behavior to automate lead scoring and improve the user experience. This level of automation can help put lead capturing on autopilot for senior living communities in 2023.

2. Omnichannel Marketing 

For years, digital marketing primarily meant using social media and email marketing. However, recent trends in automation have expanded the scope of these channels, providing a seamless and consistent customer experience across all touchpoints. In fact, recent research by HubSpot revealed that 81% of marketing teams use three or more marketing channels to enhance customer engagement. 

With marketing automation software, you can track customer interactions across different channels, managing social media platforms, email campaigns, websites, landing pages, mobile apps, and SMS text messages. Omnichannel marketing ensures sales teams engage with their target audience through various channels, from lead nurturing to customer retention.

3. Optimized Marketing Automation Funnel

Creating funnel-optimized content is another marketing automation trend senior living operators should be aware of. The best automation software helps segment potential customers based on their position in the sales funnel. This enables the delivery of relevant content tailored to each stage of the customer journey, ensuring that potential customers receive the right message at the right time. This approach is crucial for nurturing leads and driving conversions in the senior living industry.

4. Data-Driven Analytics and Actionable Insights

Data analytics and special algorithms allow senior living communities to collect, analyze, and use customer data to enhance their marketing strategies. Data-driven analytics is a top trend in marketing automation, as advancements in this area have allowed software solutions to analyze metrics across various platforms to provide concrete, actionable insights and help with strategic decision-making. 

For a deeper understanding of how numbers turn into actionable insights, you can read our free eBook for a crash course in marketing funnels, lead attribution, and conversation rates. 

5. Personalized Experience and User Content

In the age of digital marketing, the more personalized that content is, the more likely potential clients are to engage with it. By collecting and analyzing large amounts of user data, you can identify your customers’ needs, desires, and preferences, then tailor an experience that matches them. This hyper-personalization allows senior living communities to maximize engagement by making their audience feel genuinely valued. Examples include personalized email subject lines, a specialized infographic, retargeting of former leads, and customized push notifications.

To better understand how automated marketing can have a direct positive impact, check out this webinar detailing how a partnership between Eldermark and Mount Angel Towers helped the company develop a right-fit marketing strategy. 

6. Artificial Intelligence (AI) and Machine Learning

AI and machine learning have already made their presence felt in various sectors through advancements in language models such as ChatGPT. Integrating sophisticated AI technology into your marketing tasks and future campaigns will enable automated predictive analysis, customer segmentation, content personalization, and actionable insight generation. 

7. Conversational Marketing (Chatbots)

Another major trend for senior living communities in 2023 is using chatbots and conversational marketing. With AI and natural language processing developments, these bots could provide authentic, real-time, intuitive responses to inquiries, enhancing the customer experience. In the senior living industry, the ability to automate a marketing infrastructure that genuinely engages with customers is invaluable. 

Since chatbots can also collect additional data for future analysis, their use in marketing is quickly skyrocketing in popularity.

8. Automated Social Media Marketing

Automating your social media activity workflows sounds straightforward enough, but this is one of the most powerful tools to free up senior living sales teams to focus on the bigger picture. Marketing automation tools also let you streamline e-commerce, schedule content to be posted at specific times, and monitor user engagement.

9. Mobile Marketing

The number of people who prefer handheld devices has never been higher, giving birth to the new trend of mobile marketing automation. Content creation with a mobile-first approach combines search engine optimization (SEO) practices and mobile-optimized content to ensure mobile users are exposed to the same rich and dynamic range of content. 

Eldermark | The Best in Senior Living Software Solutions

Content marketing isn’t what it used to be. 

Today, email, digital, mobile, social media, and account-based marketing are all different prongs of a single, holistic, automated strategy, and Eldermark offers the experience, expertise, and track record of excellence needed to fully take advantage of software solutions for senior living communities.  

Our marketing automation solutions are technology partnerships that connect you with experts that can help you generate leads, increase occupancy, and meet financial metrics. We can provide sales CRM software, EHR, eMAR, billing, and payment processing, seamlessly working together to provide a comprehensive suite of solutions for every element of operating and managing a senior living community. 

If you want to learn more and see if Eldermark is right for you, contact us about a free demo today.

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