At one time, traditional marketing was all that was needed to grow a thriving senior community. Most senior living providers simply relied on the advertising methods they were used to: print, direct mail, television and radio.
But times have changed.
People are consuming information far differently than they were before. In fact, a recent Pew Research Center study revealed that more than half (55%) of Americans ages 50 or older report getting news on social media sites. That’s 10 percentage points higher than the 45% who said so in 2016, which some experts believe to be a reliable indicator that this trend will likely continue.
If you are responsible for managing and growing your senior living community, are you making decisions based on habit? Or by effectiveness?
Today, a more integrated marketing approach proves, time and time again, that it’s possible to achieve a far better ROI through digital marketing. This is largely due to online marketing’s ability to definitively track user engagement, conversions and new leads.
There are some incredibly exciting benefits that can be gained by using today’s technology to produce proven results for your community. Let’s explore some of the most impactful reasons why you should adopt social media marketing for your senior living community.
1. Social media allows you to give people a real look into your community that highlights the comfort they could be enjoying.
Let’s face it. Your prospects are using social media right now. They’re seeing pictures of their grandchildren on Facebook. They’re staying connected with their family. They’re sharing their own moments online with the people they love. If your community has a community calendar full of events and activities, you have a perfect recipe for creating content your prospects will love.
2. You can use paid ads on social media sites like Facebook to target specific people based on age, interest, location and countless other dimensions.
Facebook’s ad features give you full control over how you want to target your audience and who you want to see your ads. With the right integrated marketing approach for your senior living community, you can generate a steady stream of leads and build awareness of your community at the same time.
3. You can use remarketing to target visitors to your website who haven’t filled out a contact form or converted into leads.
Conversion tracking allows you to measure the performance of your ad — which allows you to truly understand not only the effectiveness of your marketing strategy, but the ROI of your campaign as well. Remarketing allows you a second chance with those prospects that you weren’t able to convert on that first visit to your website.
There are many ways remarketing can give your marketing campaign more mileage and cost savings. For example, say you wanted to target people who visited your website but did not fill out your contact form.
Remarketing allows you to do that.
You can also use remarketing to create Custom Audiences that allow you to exclude people from seeing your ads — like employees and the members of your community — and only show your ads to the right people at the right time. This adds up to more money kept in your pocket and a campaign that produces better results.
Use Social Media to Grow Your Senior Living Community
Countless books have been written about the power of social media. Numerous studies show that social media can be a serious game changer for businesses who do it right. The options are nearly limitless, so the idea that it can be done is not as important as how are you going to do it?
Sage Age Strategies: Leaders in Social Media & Digital Marketing
At Sage Age Strategies, our marketing team excels in the latest senior living best practices that increase quality lead generation and grow your occupancy. If you need assistance in any areas of integrated growth strategy to improve your results, we invite you to contact us today to learn more about our proven strategies that have transformed other senior living communities like yours..
Sage Age Strategies is a multiple-award-winning, strategic growth, marketing and consulting organization that operates exclusively in the unique senior living marketplace. For more information, please call or email Adrienne Mansfield Straub at 570-601-1720 ext.100 / firstname.lastname@example.org.