As the population of seniors continues to grow, so does the demand for quality digital marketing services for senior living communities. It can be difficult to target this unique demographic through traditional advertising methods, but with the right approach, a well-executed digital marketing campaign can reach and engage potential residents in a powerful way.
Digital advertising leverages various methods to improve occupancy for the senior living facilities, generate more leads for your home care services, or increase sales for your independent living community. But, before going further, let’s see what exactly digital marketing for senior living is.
What is Digital Marketing For Senior Living
Digital marketing for senior living communities is a method to promote senior living products or services over digital channels such as search engines, websites, social media platforms, email, sales funnel, or display advertisements. The umbrella term encompasses all efforts made to connect with your prospects where they’re spending their digital time and attention, whether on mobile devices, desktops, or tablets.
Online businesses can serve senior living customers with content that is not only personalized but also cost-effective. Moreover, the reach of digital marketing can be increased through various means like email marketing, display ads, search engine optimization (SEO), etc.
Senior Living Marketing Communities
It’s no surprise that today’s seniors are online and whether you’re an assisted living provider or home care agency, or any other senior living community offering some service, then you must consider digital marketing avenues to connect with your consumers effectively.
With more than 80 million baby boomers spending money online each year, senior living providers need to understand how seniors shop online. Research shows that most people over 50 prefer shopping with expert advice rather than indulging in online comparison shopping or consulting friends and family before buying anything.
How to Get Started with Digital Marketing Strategy For Senior Living
Digital marketing is very different from traditional marketing. Without any proper strategy, you can’t expect great results from your digital campaign. If you’re unsure where to start or what you should be focusing on, then here are some of the most important aspects that you should never miss out on when developing an effective digital marketing campaign for senior communities.
Consider Your Target Audience
The first thing you must do is identify your target audience. It’s easy to assume that everyone is looking for independent living services near them or searching for in-home assistance facilities, but it isn’t always true. So, make sure you know exactly your target audience, and how best you can reach them.
Another thing which you need to keep in mind is the competition. Although you’re looking at serving seniors, there are other businesses also offering similar products and services. So, it’s always better to research the competition and find out what they’re doing.
Keyword Research And Social Media Platforms
The next step is to do keyword research and content creation. The more amazing and eye-cache content you will create, the more visitors will attract to your site.
Once you’ve identified your target audience, your competitors and create content, it’s time to come up with the perfect mix of social media platforms. Whether you choose Facebook Page, Instagram, Website, or Pinterest, understanding where your consumers spend most of their time is very important. Don’t miss out on any platform, thinking there won’t be enough prospects to reach out on that particular platform. Always create the best marketing plan.
Regular Updates And Online Reviews
Make sure all your social media profiles are updated regularly with fresh content focused on improving awareness about your business in the community. This will keep users engaged and attract them to your profile.
Online reviews are one of the most significant aspects of ranking high on SERPs. First, look at your past clients’ feedback and determine why they left a positive review or negative feedback. Then, use their suggestions to make your marketing strategy better.
Focus On Traffic Patterns And Mobile Friendly Websites
You need to make sure all your websites are mobile-friendly. According To recent studies, more than half of Google searches now happen on mobile devices, so it would be better to make sure that all your material is easily accessible by everyone who uses smartphones or tablets.
And lastly, remember that nothing works well without tracking metrics, so study your traffic patterns carefully and see what brings more visitors to your page. For example, Twitter works well for some businesses, while Pinterest brings in more customers for others. Understand your audience and make sure you bring them to your website the right way.
Best Digital Marketing Strategies for Assisted Living Communities
A successful digital marketing campaign depends on having the right mix of strategies that can help you connect to your target audience and improve the senior living facility. Traditional advertising is easy but digital marketing is not. Here are some of the most effective digital marketing strategies you can try for improving awareness in the community about your in-home assistance services.
Search Engine Optimization
Search Engine Optimization or SEO is always at the top of any list when it comes to successful online marketing campaigns to increase leads.
The best way to get started is by creating an attractive website with all relevant information about your senior living community, including contact details, map location, photos, service offerings, and more. Include some good quality content that includes keywords related to your services
Quality Is The Key
Content Marketing for Seniors is all about quality, not quantity. If you’re new to this type of digital marketing, then the first thing that you should do is create high-quality content that can help potential customers find your website through SERPs.
Quality content is essential for any successful digital marketing campaign, but it’s especially important when targeting seniors. Older adults are less likely to be tech-savvy, so your content must be easy to understand and engaging. Use images and videos that are relevant to your target audience, and make sure all of your information is accurate and up-to-date. When creating content for senior living communities, remember that this demographic is looking for information that will help them make an informed decision about their next step in life.
Social Media Advertising
Social Media Advertising for in-home assistance facilities is one of the greatest opportunities of any successful digital marketing campaign. Facebook holds more than 30 percent of the market share for social networking sites while Pinterest has emerged as an ideal platform for connecting with new audiences, including seniors.
Twitter and Instagram can also help generate more leads for independent living communities, so don’t forget to use these platforms for your marketing strategy. Make sure you know what social media platforms your target audience prefers and use them effectively.
Pay-Per-Click And Email Marketing
Pay-Per-Click or PPC is another digital marketing strategy that you can try out to increase traffic in your in-home assistance facility. Facebook ads work well in promoting community services and events at local senior centers. You might also consider Google Adwords which can help boost your online presence and improve rankings on search engines.
Email Marketing helps engage with potential residents directly through their inboxes which is one of the most effective ways to communicate about new offers, discounts, promotions, and other messages from your in-home assistance community. If you don’t manage a lot of time to direct mail on a regular basis, then make sure you hire the best senior living marketers to care for all your business goals. Our in-house marketing team can help you with social media ads.
Video Marketing is one of the best investments of marketing dollars as it helps your sales teams to reach out and connect with prospective residents and customers looking for senior living services in their area. Sharing videos on various social platforms and making them go viral can help spread awareness about what you do cost-effectively.
Your in-house team can also share video tours or testimonials from existing residents in your community, which will give interested clients a better idea about what move-ins in your community look like and would in turn help to build trust in your senior living industry.
Local Internet Marketing
Local Marketing dollars help make people aware of everything happening in and around your building, so try to use local keywords that attract more seniors and their families. You can also promote the best activities and events that happen regularly at your senior living community, including educational courses, seminars, guest speakers, and other engaging engagements.
If used effectively by your reputation management teams, these marketing campaigns can help increase awareness about what you do in in-home assistance communities by allowing them to get more info and connect with residents directly through social media platforms or search engines.
You cannot spend all your time posting online or sharing everything about the activities and events that happen at your in-home assistance facility. If you encounter a lot of queries from potential clients through email, then you might want to shut down your personal mailbox and create a separate one for your online communication needs.
But more importantly, make sure you hire a marketing agency with a talented team that can help take care of all your online advertising needs including all the digital strategies mentioned above.