If your brand is targeting older adults online and your ultimate goal is to get foot traffic to your “brick and mortar” location, it can sometimes be challenging to turn those website visitors into in-person visits. If you aren’t seeing the conversion results you’d like to see from your online campaigns targeting seniors, start by considering a few things.
First, are your marketing efforts effectively reaching your target audience, or are you, perhaps, targeting too broadly?
Second, are you reaching your audience at all stages of the sales funnel – from initial awareness to decision time?
Third, are your website visitors taking the desired action? Are you effectively getting that “in-store foot traffic?”
Let’s take a look.
The Right Traffic
The first step toward turning web traffic (visitors) into in-person visits is to ensure that you’re generating awareness with the right audience. After all, if you’re driving the wrong crowds to your site, all they’ll do is leave.
Oftentimes, when it comes to generating awareness, you’re starting from scratch. Users aren’t yet aware of your product or service, or don’t yet know that they need it. This is what we refer to as the “top of the funnel.” As a brand new senior living or active adult community, for example, you’d need to start by making those in your city aware of your new community.
One way to do this is by using Google Customer Match. You can upload your existing list of email addresses (at least 1,000) to create a custom user audience that is similar to your existing email subscribers. This helps you to reach users with similar demographic and online behavior.
With Google Customer Match, you can target users on YouTube or Gmail (under the Promotions tab). Similar audience targeting is available through the Google Display Network, where you can use display ads to target users based on demographics, interests, and more. Here, for example, if you are an assisted living facility, you could run ads across the entire Google Display Network next to content related to assisted living, health conditions, etc. And, yes, this can also be geographically targeted, so only users in a certain area would see your ads.
On Facebook, you can increase awareness by showing ads to friends of those who already like your page, or by creating custom audiences that fit your target demographic.
While it may seem obvious that, if you’re marketing to older consumers, you’ll want to gear your content and campaigns toward them, consider ways to narrow your audience around topics, interests, income, etc. There is always additional segmenting that can be done to ensure you’re optimizing your audience to reach the older adults who will find your offerings to be highly relevant.
Creating awareness with the right audience is the first step to making sure that your web traffic isn’t fool’s gold.
Remarketing to Re-engage Already-Interested Consumers
Now that users have visited your site, you’ll want them to take the next step and visit in person.
Because they’ve seen your site, either as a result of other direct marketing efforts or a search query, etc., we are able to monitor user behavior with analytics. If users spend some time on your site but do not complete a desired action (ie. Submitting a form to request more information from your retirement community), we are able to utilize remarketing to get in front of the user again. By tagging visitors with a “cookie” (a piece of code), we can essentially follow users around – showing them ads – as they browse the web. This may sound a little creepy, but it works! Why?
It’s because the people you’re remarketing to have already shown a genuine interest in your business. In cases where there is a long sales cycle or it is a highly considered purchase, it’s not unusual for a user to take his or her time moving forward in the funnel. This is why it can be very helpful to remarket to these users online to keep them engaged. Here are a few ways to do this:
Via Google Display Network
Use graphic (aka banner) ads or text ads to re-engage user. As a senior living or active adult community, a good idea would be to suggest that users return to your site to register for an upcoming event or to tour the community.
Remarketing on Google Search
You can use RLSA to show carefully crafted messages to searchers who have already been to your site, but haven’t yet converted. To re-engage, maybe invite users to view your floor plans or extensive photo gallery.
Remarketing on Facebook
Assuming your business has an active Facebook page, start by placing a custom Facebook Pixel on the pages of your website (if you haven’t done this already). Then, as users visit your website, Facebook gathers specific user data on which pages were viewed. Now you can reach these website visitors on Facebook by remarketing to them and showing them ads!
If those who have visited your website have not also liked your Facebook page, you can show these users Facebook ads that encourage them to like your Facebook page. Since they’ve already visited your site, it’s likely that they’d be interested in liking your Facebook page, and that they’d be highly engaged.
Use ads that send users back to your website with an enticing offer. If your goal is to bring them to your real-life location, make your offer is something that will drive real world traffic, like a site tour that includes a free lunch.
The Full Funnel Approach
From awareness to conversion, turning web visits into in-person visits requires a comprehensive approach to digital marketing. The secret is something we call the full-funnel approach. While we’ve written about this in more depth before, it’s worth mentioning again. All of your awareness generation, remarketing, and offers need to be synthesized into a cohesive, optimized strategy that reaches each customer with the right message at the right time in the sales funnel. The targeting, ads, landing page copy, and call-to-action all need to be strategically planned and work cohesively in order to generate what you’re ultimately looking for – qualified in-person visits.
Are you ready to turn your web traffic into conversions that matter? Get in touch with us. At Immersion Active, we’re experts at creating full funnel marketing strategies for brands marketing to seniors. We’ll work with you to reach an audience that matters, and help you turn qualified web site traffic into in-person visits.No Comments