Since artificial intelligence (AI) chatbot ChatGPT was released in 2022, people around the globe have been figuring out how to use the tool — and others like it — to increase efficiency and decrease time spent on routine tasks that are better suited to computerized brain power. What better way to identify the best uses for marketers in senior living than by asking ChatGPT itself? Below is a conversation we had with ChatGPT, edited only for length and style.
First, some definitions
CREATING RESULTS: What is artificial intelligence (AI)? What is marketing automation?
ChatGPT: AI is a branch of computer science that focuses on creating systems capable of performing tasks that would normally require human intelligence. These tasks include understanding natural language, recognizing patterns, solving problems and making decisions. AI combines elements of machine learning, deep learning and rule-based systems to mimic and even enhance human cognitive functions.
Marketing automation refers to software platforms and technologies designed for marketing departments to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks. This technology helps in streamlining, automating and measuring marketing tasks and workflows so that businesses can increase operational efficiency and grow revenue faster. It typically includes features for email marketing, social media posting, lead generation, direct mail management, digital advertising and analytics. Marketing automation tools are used to target customers with automated messages across email, web, social and text, which are executed automatically, according to sets of instructions called workflows.
Both AI and marketing automation enhance business processes but in slightly different ways. AI focuses on simulating intelligent behavior and decision-making, while marketing automation focuses on streamlining and automating repetitive marketing tasks. Combining AI with marketing automation can lead to smarter automation, which adapts to customer behavior and dynamically optimizes marketing efforts to increase engagement and conversions.
Ideas for using marketing automation
CREATING RESULTS: What are 5 ways someone in the Sales and Marketing Department at a senior living community could use marketing automation to increase leads or sales?
ChatGPT: Here are several ways to implement marketing automation in this context:
- Lead nurturing campaigns: Use automated email campaigns to stay in touch with leads who have shown interest but are not yet ready to make a decision. These emails can provide valuable information about the community, amenities and lifestyle. They can be tailored based on the interests shown by potential residents during their initial inquiries or tours.
- Personalized communications: Tailor communications based on the specific needs and preferences of each lead. For example, if a prospect expressed interest in specific amenities like fitness programs or dietary accommodations, automated systems can send information and updates about these features.
- Segmentation of audience: Automatically segment contacts into different lists based on criteria such as age, interests, stage in the decision-making process and more. This allows for more targeted and relevant marketing messages, increasing the likelihood of engagement.
- Event management: Automate invitations, registrations and follow-ups for open houses or other community events designed to attract potential new residents. Track participation and automatically send thank-you messages and additional information to attendees after the event.
- Feedback collection and management: Use automated surveys to collect feedback from tours, events or general inquiries. Analyze this data to improve services and tailor future marketing efforts more effectively.
By implementing these automated strategies, a senior living community can increase its efficiency in managing leads, enhance the personalization of its outreach efforts and ultimately drive more conversions from inquiries to residents.
Ideas for using AI
CREATING RESULTS: What are 5 ways someone in the Sales and Marketing Department at a senior living community could use AI to increase leads or sales?
ChatGPT: Here are five ways AI can be utilized to achieve these goals:
Predictive analytics for lead scoring: AI can analyze historical data and behaviors to predict which leads are most likely to convert into residents. By assigning a score to each lead based on their interactions (like website visits, email opens and event attendance), sales teams can prioritize their efforts on the leads with the highest potential, optimizing their time and resources.
Chatbots for immediate engagement: Implement AI-powered chatbots on the community’s website and social media pages to provide instant responses to inquiries. Chatbots can answer common questions, provide information about the community and even schedule tours, ensuring that potential residents or their families feel engaged from the first interaction.
Personalized content delivery: AI can analyze individual preferences and behaviors to tailor content effectively. For example, if a potential resident shows interest in wellness programs, AI can automatically send them information and testimonials related to wellness facilities and activities at the community. This targeted approach helps build a personalized connection and can lead to higher conversion rates.
Optimized marketing campaigns: Using machine learning algorithms, AI can help determine the most effective times and channels for reaching potential clients. AI can analyze outcomes from various campaigns (email, social media, direct mail) to learn which strategies yield the best results for different segments of the target audience, thereby optimizing marketing spend and efforts.
Sentiment analysis on feedback and reviews: AI can be used to perform sentiment analysis on feedback and reviews left by visitors and families. This analysis helps understand the emotional tone behind comments and reviews, providing insights into what current and potential residents care about most. These insights can be used to address concerns, highlight strengths in promotional materials and improve overall service offerings.
Feeling overwhelmed? Start small
CREATING RESULTS: What would you say to marketers who feel out of their depth when it comes to using AI or technology in general?
ChatGPT: For marketers who feel overwhelmed by AI and technology, it’s important to start with a reassuring and practical approach. Here are steps that can help ease the transition and boost confidence in using these tools:
- Focus on specific problems in your marketing processes that AI can solve. For example, if engaging with customers in real-time is a challenge, consider how AI-powered chatbots could help. Identifying clear use cases where technology can make an impact will make its adoption more purposeful and less overwhelming.
- Start small with pilot projects or experiments to see what works and what doesn’t. This could involve testing an AI tool for segmenting audiences or personalizing content on a small scale before rolling it out more broadly. Learning from these experiments can provide practical insights and build confidence.
See how we used AI to schedule 24 tours, which netted 3 presale deposits within the first 3 months of launching blue sky presales for our client.