Answer Top Questions on your Website:
It is very common nowadays for consumers to spend their time researching online before making a decision, especially if they are purchasing something. In fact, the top keyword people used when searching for senior housing used a general term, rather than the word ‘community’. This means you’ll want to tailor your senior care marketing strategies to help answer the top questions seniors—and their adult children—are asking.
A few of these questions may include:
- What type of living options are available?
- Which levels of care are offered?
- What is baseline pricing?
- What do the rooms and accommodations look like?
- Which amenities are available?
- Which activities can residents take part in?
- Are there transportation options to help get from point A to point B?
The user experience and site content should be designed in a way to encourage visitors to browse the site and easily find answers to their questions.
Did you know that social media has become increasingly popular with seniors? Facebook is popular amongst the 65 and older crowd. It is important to have an understanding of who your target audience is and which channels they are interacting with. Your company’s consistent activity on social media allows prospective customers to become familiar and engage with your brand.
Paid social media advertising, specifically Facebook ads, is another option for putting more targeted messaging in front of those key audiences. This strategy, along with paid search, allows you to provide timely information that addresses your prospects’ pain points and shows how your organization can meet their current needs. Paid advertising can help position your brand as the go-to expert and solution.
Create Engaging Videos:
We can all agree that a well-executed video—even just a short clip—is often more effective at getting messages across than written content. It’s no different in the senior care industry. Although videos such as resident spotlights or a virtual tour of your facility are commonly used as a source of brand awareness or as part of the initial introduction to your organization, there are also several benefits of using video for leads further in the funnel.
Videos are mobile-friendly which, as we’ve mentioned, will only continue to be a priority for your audience and make it easier to gain a higher number of views. Video is also a great way to improve your company’s SEO and drive more traffic to your website. Incorporating a call to action into certain types of video content can give prospects access to more of your valuable resources. All of this engagement with video will take leads deeper into the buyer’s journey and bring them closer to becoming your customer.
Increase visibility on directory listings:
When seniors and their adult children are in search of a new home, they’re likely turning to search engines to determine which options are available to them. It’s important to ensure that your community is listed on top senior living directory sites, including but not limited to:
A Place for Mom
Assisted Living Directory
Senior Living Directory
When adding a new listing or updating an existing one, make sure all of the information is displayed properly, including the name of the community, address, phone number, pricing, and levels of care. You’ll also want to pay extra attention to the reviews on these profiles. Ask existing residents and their children to write a nice review, and ensure you’re replying to all reviews–positive and negative.
Provide a more personalized experience:
One of the many benefits of using landing pages and collecting data on your prospective customers is the ability to offer them a more personalized experience with your brand. The more you know about each contact, the more you can tailor what you put in front of them.
Research suggests that 80 percent of customers want more personalization, and many would show more loyalty to a brand that clearly demonstrates knowledge of who it is. The key to personalization is getting accurate data and using it correctly; it’s better to have no personalization than to use the wrong name or something that feels obviously automated and negates the personal connection you were aiming for.
Bring it all together with content marketing
What’s at the core of making all of these senior care marketing strategies successful? Content. From your website to social media to lead generation and beyond, if the messaging doesn’t connect with your personas, the rest of your efforts will fall flat. Your content marketing strategy is responsible for making the first impression of your brand a lasting one.