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Management of Digital Inquiries & Developing Effective Digital Lead Management Strategies#LeadingAgeGulfStates
PRESENTING:Jonathan Hurst-Sneh | Digital User Experience ManagerGlynnDevins
WHY?
“A large majority of U.S. adults – 72% –prefer communication with companies to happen through email.”
- Marketing Sherpa
Channels adult children and seniors prefer by age.
Sources: Pew Research 2014 and GDMetrIQs 2015
Sources: Pew Research 2014 and GDMetrIQs 2015
Sources: Pew Research 2014 and GDMetrIQs 2015
Tech empowers customers
Customerinquiry
responsetime
matters
1 minute
1 hour
1 day
5-minutevs.30-minuteresponse
5minutes
30minutes
100Xgreateroddsofgainingalead
21Xgreateroddstheleadmovesthroughthesalesprocess
Source:InsideSales.com
Potential customers who received an inquiry response within an hour
were 60X more likely to convert
compared to a response after 24 hours
391%
Responding to inquiries in one minute increased the conversion-to-sale rate by
Percent Growth
Only 0.9% of audited companies
Attempted first contactwithin 5 minutes.
Lead cost comparisons
MANAGEMENT OF DIGITAL INQUIRIES
Senior livingmystery shopping
Message received!
We’ll be getting back to you soon.
- CCRC
The Guinea Pigs
• 5 Independent Living requests• 4 Assisted Living requests• 2 Skilled Nursing requests
How did they do?Assisted Living
Noresponseafter2+weeks
Responsewithin3hours,Personalizedanswer
3 -
1 -
How did they do?
Independent Living24-hourresponse,goodfollow-up,answeredquestions
Responsewithin3hours,personalizedanswer
48-hour,cannedresponse
One-hourresponse,answeredquestion
1 -
2 -
1 -
1 -
How did they do?
Skilled Nursing
30 minutes to 1 hour
Make sure to personalize response based on questions asked
How fast?
Learning:
Superstar
Community X
Hour or less response
Good follow-up, personalized response
How fast:
Learnings:
Tips based on Secret Shopping
• RespondASAP
• Answerquestions
• Personalizeresponse
• Thinkthroughprocessandwhentosendspecificmessagesbasedonjourney
• Considermarketingautomationandincludeanonboarding&ongoingnurturecampaign
You wouldn’t ignore your phone,
why ignore online inquiries?
Where are youronline leads going?
Communicatingonline only
Tools for today’s digital sales processHere are some examples:
Mobile devices
Text message reminders
We’re looking forward to meeting you at our
lunch and learn tomorrow!
Calendar scheduling
Email confirmationsfor appointments
Auto-response email
Thanks for reaching out!We’ll be in touch with you
as soon as possible.
FaceTime with other family members
Hey, Joann!Looks great.
Sales counselor to send a video welcome
Nice to meet you Ted. I’m your sales counselor, Sarah.
Packet for first personal response
Marketing Automation
Emailopenrates
Financialservices
Seniorliving Healthcare Nonprofits Retail Travel&
Leisure
26.7%
Emailopenrates
Financialservices
Seniorliving Healthcare Nonprofits Retail Travel&
Leisure
26.7%
22.4%
26.2% 25.3
%20.9%
15.0%
Emailclickrates
Financialservices
Seniorliving Healthcare Nonprofits Retail Travel&
Leisure
4.0%
Emailclickrates
Financialservices
Seniorliving Healthcare Nonprofits Retail Travel&
Leisure
4.0%
3.3%
4.8%
4.2%
3.4%
2.2%
45%ofnewleadssinceJuly1,2014providedeitheraprospectorcontactemailaddress
Pre-Written Sales Templates
• Key Objectives • Appointment Follow-up (24 hours)• Checking In (3 weeks)• Checking In (much later)• Digital Engagement, No Phone• Community Update• Incentive
IL Customer Journey & Marketing Automation
Initial inquiryNameAddressPhoneEmail
DataappendAgeIncomeHomevalueNetworth
Nurturing processFamilyinfoCallhistoryAppointmentsSeminarsObjectionsHotbuttons
Today’s Data
Nurturing processFamilyinfoCallhistoryAppointmentsSeminarsObjectionsHotbuttons
DigitaldataWebinquiry channelSearchkeywordWebsitevisithistoryWebsitepagesviewedVideoswatched
FormscompletedDocumentdownloadsEmailsreceivedEmailsopened/clickedEmailopt-outs
Initial inquiryNameAddressPhoneEmail
DataappendAgeIncomeHomevalueNetworth
Today’s Integrated Data
Everywebvisitbydatabaseleads
Anycombinationofbehaviors
à Highdigital lead
score
Anyvisittoparticularwebpages(e.g.Healthservicespages)
Newwebinquiries
Anyvisitbyspecifiedemail
addresses
Anymediadownloads
(e.g.Floorplans)
SalesCounselorAlerts&TriggeredEmails
OnboardingEmailProgram
Start
OnboardingProgramResults
SalesCycleImprovements
Inquiry-to-appointmentratioincreased
2014:16% 2015:26%
A series of three automated emails:1. Welcome/Thank You – Initial Contact2. Explore Health Services – 3 Days3. Resource/Tips – 3 Days
Onboarding Automation
Customized Content
Onboarding Automation
HOW TO GET STARTED
TODAY
Conduct an audit
Excellent
Satisfactory
Poor
Very poor
Set expectations and goals
Audit results Next audit’s goals
What works?
Differentiating Audiences
Campaign #2Campaign #1
How often should emails be sent?
DAY ONEEVERY 1-2 WEEKS
AS NEEDED
What content works best in an automated welcome series
email program?
Email 1Sent immediately after inquiry
• Include:• Tips for searching &
video
• Ideas:• Lifestyle video• Downloadables
Email 2Lead has done a little research
• Include:• What the community
offers
• Ideas:• Services & amenities• Specific community
features
Email 3Lead has done some searching and knows
specifics about the community
• Include:• What can I afford
• Ideas:• Cost calculator with
specific floor plans that you can afford, based on financials
Email 4Now lead knows what they can afford
• Include:• What their new home
could look like
• Ideas:• Floor plan tools• Interactive tours• Photos
Email 5Lead knows a lot at this point
• Include:• May be researching
other options – like staying at home
• Ideas:• Details of Life Care• Planning ahead is
smart
Email 6Lead is looking for the fine print / anything you
might not tell them up front
• Include:• Specifics such as entrance
fees and monthly service fees
• Sales counselor information
• Ideas:• Explanation of fees• Invitation to set up personal
appointment
On every email we display:
• The community’s contact information• Secondary and tertiary calls to action
(with downloadable PDFs)• Social media links
SUMMARY• Digital continues to outpace other lead sources
• Timely response is critical to increase overall conversion
• Communicate with customers the way they want you to communicate with them
• Consider new tools and solutions to communicate with leads
• Work with your sales team to plan communication processes based on where customers are in sales journey