Successful online marketing is driven by content. This is as true for the senior living industry as for any other. The most effective content for senior living marketing has a strong emotional appeal and is informed and supported by data. Follow these steps to leverage data from your senior living community for three pieces of content:

• First, identify the goals for your content. Are you trying to increase traffic to your website, generate leads, or establish thought leadership? Understanding your goals will help you determine the type of data you need and how to use it.
• Once you have identified your goals, collect the data to help you achieve them. This could include customer surveys, website analytics, social media analytics, industry reports, or any other relevant data.
• After collecting data, analyze it to identify trends, patterns, and insights that can inform your content. DIY data analysis tools or a professional data analyst can help you make sense of it all.
• Based on your data analysis, create three pieces of content that are informed by the data. For example, you could create an infographic that visualizes the data, a blog post that discusses the insights, or a case study that highlights how the data can be applied.
• The next step is promoting and distributing your content to your target audience. Use social media, email marketing, blog posts, or any other channels that reach your target audience.
• Finally, measure the impact of your content on your goals. Use analytics tools to track metrics such as website traffic, leads generated, or engagement levels to determine the effectiveness of your content. Use this information to refine your strategy and create more data-driven content in the future.

One of the easiest and most effective ways to gather data about your target audience is with a tool like Waypoint’s Navigator that engages with your website’s visitors in real time and provides relevant information, helps qualify leads, and gathers contact information for follow-up.

Navigator gathers feedback from website visitors by asking simple questions and providing surveys, giving you valuable insights into the needs and preferences of your audience–the data you need to plan and create the content for your strategy!

To learn more about how Waypoint can help you make the most of your senior living community’s online presence, contact us today!