Seven out of 10 people require assistant living in their lifetime. By far, the biggest challenge isn’t building awareness; it’s standing out as the best option. To acquire new potential new residents, your assisted living facility needs an online marketing plan that identifies your objectives and addresses each of them in strategic ways to deliver outstanding ROI.
A fully integrated marketing plan increases brand awareness, drives qualified leads to your website, and engages those visitors further down the marketing funnel. It has to appeal to your target audience and its influencers. Don’t forget that family members, predominantly adult children, are heavily involved when it comes to choosing an assisted living home for their loved ones. So, here’s how to improve your marketing efforts to yield the best results in 2022.
Baby boomers nearing retirement will naturally research options for retirement communities. For many, the quest begins a few years before to ensure they meet eligibility requirements, or to place their name on a waiting list. In your senior living marketing efforts, you need to consider who is looking for assisted living communities and where they go to find information. Bear in mind; this process often entails the children of parents or next of kin, who inevitably help them decide.
As such, it’s essential to define your audience before developing an assisted living marketing plan. With assisted living, leads come from multiple “personas” i.e., sources, such as physicians, hospitals, sons, and daughters. While we know that each of these leads is searching for the same thing, understanding their subtle differences is important to refine ad campaigns and content marketing sales strategies.
Establishing different buyer personas reminds you to put your audience’s wants and needs ahead of your own and helps you create a marketing strategy that better targets your ideal customer.
Ideally, your target market will be segmented into different demographics, each with its habits, online idiosyncrasies, and pain points. Establishing different buyer personas reminds you to put your audience’s wants and needs ahead of your own and helps you create a marketing strategy that better targets your ideal customer. While you can’t get to know every customer personally, you can create personas to represent different segments of your customer base.
Marketing software developer HubSpot defines inbound marketing as “a business methodology that attracts customers by creating valuable content and experiences tailored to them…it forms connections they are looking for and solves problems they already have.” In essence, it allows you to find potential clients already interested in an assistant living facility in your area.
Some advantages of inbound marketing include:
One of the greatest advantages of inbound marketing is how measurable it is. When your senior living marketing is digital, it’s easier to track every component of your marketing campaigns. Most marketing teams will use customer relationship management (CRM) software to monitor emails, where website traffic comes from, and from what point along the marketing funnel conversions are occurring. It enables assisted living facilities to set marketing goals and track their progress.
Because adult children are likely the ones doing the research, your website should be designed to capture their attention first. Google found that 80% of people use a smartphone to do research, which means that if your website doesn’t work on mobile, you could lose up to 80% of your target market. But what does it mean to be mobile-friendly?
Mobile-friendly doesn’t necessarily mean an assisted living facility’s website is visible on mobile phones; it actually refers to a website offering a good user experience on a small screen like a smartphone or tablet. Therefore, your website design should be clean and simple, supplying important information in an easily digestible manner.
It must serve as a virtual guide to your senior living community, the services it offers, and its unique selling proposition. Prospective residents should be able to find contact information without fuss. It’s helpful to have FAQ sections and a downloadable brochure (in exchange for a lead’s email address #inboundmarketing). Your website should be attractive and informative in the same way that a great storefront entices people to enter, or in your case, learn more.
Local SEO is the marketing practice of optimizing an assisted living website for a specific geographic area. Search engines like Google will automatically prioritize a website to rank for searches specific to a users’ location. A typical local SEO search term would be service + location. For example, assisted “living communities near me” or “assisted living communities in Chicago.”
Over 90% of consumers use the internet to find a business in their local area, and optimizing your website for local SEO ensures a prospective resident can find you on and offline. You’ll need to create a free Google My Business account, and fill in all details as accurately as possible. And if you truly want to drive traffic to your assisted living facility website, you should also include resident reviews.
Google trusts word-of-mouth marketing and factors in the quality and quantity of reviews when evaluating an assisted living website. Relevance, distance, and prominence affect the ranking of each site displayed. The first two factors are easy to understand; Google will present a retirement community within a user’s immediate vicinity. When it comes to prominence, the search engine will evaluate reviews and the effectiveness of a website’s general search engine optimization strategy.
While millennials have a general disdain towards phone calls, they are still one of the primary ways to get the sales cycle rolling, which is why it’s vital not to drop the ball on warm leads. Senior care target audiences are usually older and still deem a follow-up call part of good customer service. Having a lead response management strategy is critical, as most consumers expect a sales team to get back to them within 12-24 hours.
Nurturing leads is about following up in a way that creates value rather than annoyance. Various software on the market allows businesses to provide an automated callback option to request a call straightaway or arrange to be contacted at another more suitable time. A timely follow-up call is still one of the best ways to convert leads into qualified sales opportunities.
Remember, you don’t just want to provide a future resident with relevant information; you also want to move them further down the marketing funnel. If they express continued interest during the call, you should follow up with a content marketing email, for example. A clear recap keeps communication channels open for future reference; just be sure to ask permission before sending additional marketing material.
When you know your ideal audience and their internet habits, you can take the appropriate steps to improve your online presence and develop a stellar marketing campaign. Truly great marketing initiatives bring prospects who you can sell to today, who become brand ambassadors to a network of potential residents. And it’s no secret that sometimes achieving this requires expert help.
Comrade Digital Marketing Agency has managed thousands of incredible marketing campaigns resulting in qualified leads, website traffic increases, and phone calls. From designing attractive, user-friendly websites to finessing current digital marketing strategies and starting campaigns from scratch, we do it all. To find how we can elevate your assisted living marketing in 2022, click here.
Do you want a marketing plan that fits your individual needs? Let us craft a strategy that drives results to your company based on your objectives.
Please fill out the form to the right, and we will contact you within one business day for a free initial consultation.
Unlock a full potential of your website. See which gaps in your marketing don’t allow your organization to scale. Get a complimentary, no obligation marketing performance review.