You might recall that Google introduced its game changing “Hummingbird” search engine algorithm a few years ago with much fanfare. Hummingbird signaled a significant change in the SEO world and the way senior living marketers approached their brand’s presence online.
If you’ve been involved in the senior living industry for awhile, you know that expectations for what a community provides have changed. Years ago, the conversation revolved primarily around meeting the physical and medical needs of residents. That’s still obviously very important! Ensuring the safety and care of your residents is, of course your top priority, as it is every community leader’s priority.
If you’ve ever worked on the events-specific side of marketing and sales, you know that hosting, attending or even sponsoring major events and conferences – and minor ones – can be both extremely effective and also extremely expensive.
On our blog, we’ve talked often about the importance of knowing your audience. If you’ve followed any of our advice, you hopefully understand why it’s critically important to know your audience if you’re hoping to create effective messaging and marketing that resonates with them.
At the same time, that doesn’t mean just honing in on the things you think your audience wants, or even speaking solely to that hyper-specific subset of customers you think will convert into paying residents.