Now that we’ve reached the end of the first quarter of 2018, it’s a good time to step back and take stock of the current marketing strategies and tactics that are playing a prominent role in the growth plans of senior living communities nationwide.
Knowledge is power. And applied knowledge is most powerful.
For today’s busy senior living leaders who are focused on the day-to-day, it can be a challenge to stay current on the industry’s best business practices and latest innovations – and tools that can make a meaningful difference in the success of your organization.
In today’s marketing world, the opportunities and avenues for reaching your audience are vast, sometimes complicated, and often overwhelming. The growth and influence of digital marketing has especially contributed to this; every time you turn around, there’s a new way to reach your audience, whether it be through social media, new types of digital ads, blogging and content marketing, through brand influencers, with video – the list goes on!
Developing an SEO strategy that optimizes both your brand and community locations in the Search Engine Results Page (SERP) is paramount to your company’s digital marketing success. Whether your company operates three communities or 50+ communities, it’s important that you implement an SEO strategy that allows you to maximize your visibility and rankings in the SERP.
When senior living providers ask us which form of public relations is best suited to their target audience (i.e., traditional or online), we usually answer, “Yes!”
The fact is that both forms have their strengths and advantages, especially when you consider that senior living communities have multiple audiences that include older adults, their adult children and professional referral sources.
The senior living industry has grown in complexity over the last decade. With regulatory changes, troubling economic conditions, and a changing consumer market, senior living providers need to be even more vigilant in ensuring each workday yields the intended results. As complexity has crept into organizations, it has brought about longer “to-do” lists. The most obvious place this is seen, is the strategic plan.
Not many years ago, building and marketing strategy was simple and clear cut. The number of marketing channels used by your prospective senior living customers was comparatively limited and it was easier to be consistent with your messaging across all of the media in your marketing plan.
If you are like most senior living communities today, you have a website presence that serves as a first point of contact for consumers seeking information. You probably also engage in a variety of advertising, public relations, sales and special promotion initiatives.