The first step to understanding a subject is to learn the language of that subject. Whether it’s gardening, music or cooking, understanding unique terminology is critical to comprehension and achievement. The same holds true for digital marketing. Here are a few terms worth knowing to make you conversant in this important area of senior living marketing.
Content: Educational, informative or entertaining materials created and shared with a consumer audience. This material can be in a variety of formats, including blogs, videos, testimonials, how-to guides, question and answer articles, photos, etc. Strong content that is relevant and current is crucial to audience engagement and online search results.
Content Marketing: The strategic use of content to engage an audience, build affinity and motivate action for a product or service. This includes defining audience needs and preferences, creating content and delivering content, usually through coordinated tactics centered on websites, social media and email marketing.
Conversion: Any action taken on a website that is deemed to be of value to the client. Examples include users filling out a form to request more information, signing up to attend an event, subscribing to a blog, etc.
Conversion Rate: The ratio, expressed as a percentage, between website visitors and the number of conversion actions taken on site.
Digital Customer Experience: The collective experience, positive or negative, a prospect has interacting with your community via digital mediums. Components include the ease of finding relevant information on your website, convenience of communicating via the Web (website contact forms or email), or the response time and thoroughness of follow-up to a Web-initiated request.
Local Business Listing: Pages created by search engines that summarize business information and are used in association with location maps found on search results pages. These pages and the accompanying maps are prominent on results pages, and are used extensively by those searching. These pages can be claimed and customized by every local business to ensure accuracy and to leverage this space to their advantage.
Local Intent: The vast majority of Internet searches are initiated with a desire to find local products, services or information. This local intent is influencing search engine algorithms and practices to deliver more relevant local content to those searching for local information and expects such resources as business and directory listings to be up to date and customized.
Mobile: A term used to describe Web activity initiated from a non-PC device, usually a smartphone or tablet. Digital assets, such as websites and promotional emails, must be designed to render properly on these devices to ensure a positive user experience.
Quick Form: A form, usually on several pages of a website, that asks for limited information (such as name, email, comments), and makes it easy for website visitors to convert/ask for information, without those visitors having to find the Contact Us section of the website. A quick form is typically shorter than the form that’s used on the Contact Us page.
Reputation Management: The practice and process of monitoring, responding to and soliciting online reviews of your product or service posted on local business listings, directories, etc. Online reviews have become a major influencer in consumer decision-making, and their role is growing within senior living. Reputation management is much more than online reviews, and involves public relations management, message control, and clear and proactive communication with key constituents.
Responsive Design: A website design approach that adapts to the viewing environment or device (desktop, laptop, tablet, smartphone) by using fluid, proportion-based grids and flexible images.
SEM: Search Engine Marketing is the process of optimizing a website’s search results to drive incremental site traffic via search engines. This ever-changing discipline encompasses a range of strategies in three specific sub-categories – organic search, paid search and local business listings.
Website Analytics: The group of website metrics such as number of visitors, sources of traffic, time on site, page views and conversion ratios that allow you to monitor and track website performance.