& Developing Effective Digital Lead Management Strategies …marketing.glynndevins.com › acton ›...
Transcript of & Developing Effective Digital Lead Management Strategies …marketing.glynndevins.com › acton ›...
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Management of Digital Inquiries & Developing Effective Digital Lead Management Strategies#LeadingAgeGulfStates
PRESENTING:Jonathan Hurst-Sneh | Digital User Experience ManagerGlynnDevins
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WHY?
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“A large majority of U.S. adults – 72% –prefer communication with companies to happen through email.”
- Marketing Sherpa
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Channels adult children and seniors prefer by age.
Sources: Pew Research 2014 and GDMetrIQs 2015
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Sources: Pew Research 2014 and GDMetrIQs 2015
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Sources: Pew Research 2014 and GDMetrIQs 2015
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Tech empowers customers
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Customerinquiry
responsetime
matters
1 minute
1 hour
1 day
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5-minutevs.30-minuteresponse
5minutes
30minutes
100Xgreateroddsofgainingalead
21Xgreateroddstheleadmovesthroughthesalesprocess
Source:InsideSales.com
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Potential customers who received an inquiry response within an hour
were 60X more likely to convert
compared to a response after 24 hours
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391%
Responding to inquiries in one minute increased the conversion-to-sale rate by
Percent Growth
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Only 0.9% of audited companies
Attempted first contactwithin 5 minutes.
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Lead cost comparisons
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MANAGEMENT OF DIGITAL INQUIRIES
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Senior livingmystery shopping
Message received!
We’ll be getting back to you soon.
- CCRC
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The Guinea Pigs
• 5 Independent Living requests• 4 Assisted Living requests• 2 Skilled Nursing requests
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How did they do?Assisted Living
Noresponseafter2+weeks
Responsewithin3hours,Personalizedanswer
3 -
1 -
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How did they do?
Independent Living24-hourresponse,goodfollow-up,answeredquestions
Responsewithin3hours,personalizedanswer
48-hour,cannedresponse
One-hourresponse,answeredquestion
1 -
2 -
1 -
1 -
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How did they do?
Skilled Nursing
30 minutes to 1 hour
Make sure to personalize response based on questions asked
How fast?
Learning:
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Superstar
Community X
Hour or less response
Good follow-up, personalized response
How fast:
Learnings:
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Tips based on Secret Shopping
• RespondASAP
• Answerquestions
• Personalizeresponse
• Thinkthroughprocessandwhentosendspecificmessagesbasedonjourney
• Considermarketingautomationandincludeanonboarding&ongoingnurturecampaign
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You wouldn’t ignore your phone,
why ignore online inquiries?
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Where are youronline leads going?
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Communicatingonline only
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Tools for today’s digital sales processHere are some examples:
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Mobile devices
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Text message reminders
We’re looking forward to meeting you at our
lunch and learn tomorrow!
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Calendar scheduling
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Email confirmationsfor appointments
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Auto-response email
Thanks for reaching out!We’ll be in touch with you
as soon as possible.
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FaceTime with other family members
Hey, Joann!Looks great.
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Sales counselor to send a video welcome
Nice to meet you Ted. I’m your sales counselor, Sarah.
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Packet for first personal response
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Marketing Automation
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Emailopenrates
Financialservices
Seniorliving Healthcare Nonprofits Retail Travel&
Leisure
26.7%
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Emailopenrates
Financialservices
Seniorliving Healthcare Nonprofits Retail Travel&
Leisure
26.7%
22.4%
26.2% 25.3
%20.9%
15.0%
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Emailclickrates
Financialservices
Seniorliving Healthcare Nonprofits Retail Travel&
Leisure
4.0%
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Emailclickrates
Financialservices
Seniorliving Healthcare Nonprofits Retail Travel&
Leisure
4.0%
3.3%
4.8%
4.2%
3.4%
2.2%
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45%ofnewleadssinceJuly1,2014providedeitheraprospectorcontactemailaddress
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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
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Initial inquiryNameAddressPhoneEmail
DataappendAgeIncomeHomevalueNetworth
Nurturing processFamilyinfoCallhistoryAppointmentsSeminarsObjectionsHotbuttons
Today’s Data
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Nurturing processFamilyinfoCallhistoryAppointmentsSeminarsObjectionsHotbuttons
DigitaldataWebinquiry channelSearchkeywordWebsitevisithistoryWebsitepagesviewedVideoswatched
FormscompletedDocumentdownloadsEmailsreceivedEmailsopened/clickedEmailopt-outs
Initial inquiryNameAddressPhoneEmail
DataappendAgeIncomeHomevalueNetworth
Today’s Integrated Data
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Everywebvisitbydatabaseleads
Anycombinationofbehaviors
à Highdigital lead
score
Anyvisittoparticularwebpages(e.g.Healthservicespages)
Newwebinquiries
Anyvisitbyspecifiedemail
addresses
Anymediadownloads
(e.g.Floorplans)
SalesCounselorAlerts&TriggeredEmails
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OnboardingEmailProgram
Start
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OnboardingProgramResults
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SalesCycleImprovements
Inquiry-to-appointmentratioincreased
2014:16% 2015:26%
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A series of three automated emails:1. Welcome/Thank You – Initial Contact2. Explore Health Services – 3 Days3. Resource/Tips – 3 Days
Onboarding Automation
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Customized Content
Onboarding Automation
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HOW TO GET STARTED
TODAY
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Conduct an audit
Excellent
Satisfactory
Poor
Very poor
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Set expectations and goals
Audit results Next audit’s goals
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What works?
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Differentiating Audiences
Campaign #2Campaign #1
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How often should emails be sent?
DAY ONEEVERY 1-2 WEEKS
AS NEEDED
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What content works best in an automated welcome series
email program?
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Email 1Sent immediately after inquiry
• Include:• Tips for searching &
video
• Ideas:• Lifestyle video• Downloadables
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Email 2Lead has done a little research
• Include:• What the community
offers
• Ideas:• Services & amenities• Specific community
features
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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
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Email 4Now lead knows what they can afford
• Include:• What their new home
could look like
• Ideas:• Floor plan tools• Interactive tours• Photos
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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
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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
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On every email we display:
• The community’s contact information• Secondary and tertiary calls to action
(with downloadable PDFs)• Social media links
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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