Seasonal sales in senior care make it difficult for marketers to track performance goals. How do you know if you’re on track? How do you choose realistic targets when you have to deal with fickle seasonality? How do you know how many leads you need in Q3 in order to meet your yearly move-in goals?
In order to get to where you want to be, you first need to know where you are. We created a senior care marketing metric worksheet that factors in your seasonal sales fluctuations to help you find the proper baseline and set reasonable goals. This template will help you identify your seasonal swings and will provide realistic lead, traffic, and move-in targets for each month of the year based on your historical data.
This seemingly simple spreadsheet offers a multitude of insight. With it, you can:
1. Strategically Allocate Your Marketing Budget
Having a bird’s-eye view of your historical web traffic and move-in data all in one place helps show you when and how to divvy up your marketing dollars in order to reach your goals. This sheet automatically adjusts for seasonality, so you can see what’s projected based on your historical data and how close you are to actually meeting your goals.
If you’re close to hitting your targets, your budget allocation may not need much of a change. However, if you have a ways to go, you may want to shift priorities around to increase your budget, so you can strategically beef up your marketing efforts during your prime months and increase the likelihood of meeting your goals.
2. Set Realistic, Data-Driven Goals
There’s no more guesswork for you! Now you can see exactly how seasonality affects each month based on your company’s real data. When reassessing your goals, perhaps you want to take full advantage of your peak months and set more aggressive targets, then scale back when the season slows down.
Hindsight is 20/20. Maybe there were times when you were disappointed for not doing enough to meet quarterly targets, when in reality, it was because of a seasonal lull and not from a lack of marketing efforts. With this spreadsheet, you can set goals that are truly attainable, plus it gives you and your team peace of mind so they have an idea of what to expect.
3. Measure ROI of Your Inbound Efforts
Want to know how much of your web traffic turns into leads and how many of those leads convert into customers? This handy little sheet shows you how your inbound efforts translate into ROI. You can see how seasonality affects the conversion rate of each stage of your Buyer’s Journey and where there’s opportunity for improvement within your marketing.
For instance, if you have a lot of web visitors, but see that only a small percentage convert into leads, perhaps they can’t find the educational information that piques their interest and makes them want to take that next step of filling out the form or calling to speak with someone. Check out what HumanGood did to align their marketing and sales, and increase their conversion rate for their senior care company.
4. Show Marketing Data/Metrics that the C-Suite Really Cares About
Your leadership team wants to know the bottom line: Are we hitting our sales numbers? This is why this sheet only includes the metrics that move the needle. Now you can show your C-suite where and how seasonality affects your business, and at the same time, temper their expectations with realistic goals that are based on real data, not personal biases.
It’s important to note that although a high quantity of leads can be good, the quality of your leads is equally, if not more, meaningful. It shows that your marketing efforts are connecting with the people who are more likely to become your customers.
Being able to accurately adjust performance goals for sales seasonality means you can properly forecast your marketing budget, effectively plan your inbound strategy, and judge if your inbound efforts are generating the ROI you need them to.
So what are you waiting for? We made this worksheet super easy for you to copy and customize (thanks, Google Sheets!). Once you have it, you’ll find detailed instructions on the first tab that will guide you through and get you on the right track.
If you’re looking for more information like this, enroll in our comprehensive five-week Intelligent Inbound Bootcamp for Senior Care Marketers for weekly check-ins packed full of helpful tips and resources.