In today's competitive senior living market, a robust marketing strategy is crucial for attracting new residents. But where do you begin? This blog post dives into the top 3 insights shared by Natasha Drake, host of The Drake Insights Podcast Episode 6, to help you craft a winning senior living marketing strategy to drive results.
The podcast episode emphasizes the importance of an omni-channel marketing strategy that prioritizes organic growth and a conversion-focused website. Here are actionable tips for senior living communities:
Tip #1 - Embrace Omni-Channel Marketing
Gone are the days of siloed marketing tactics. An omni-channel approach ensures your message reaches your target audience across various channels, both digital and traditional. Ensuring you have the right mix of marketing strategies will ensure they work together cohesively to produce the perfect mix of lead generation and conversion results. Here's how to implement this strategy:
Take a holistic approach: When planning a marketing initiative, consider how you can leverage different channels for maximum impact.
Integrate seamlessly: Ensure consistency across all channels, from your direct mail campaign to your website landing page.
Utilize a multi-touch approach: Reinforce your message by strategically targeting the same audience across various channels before, during, and after your main event.
For example, if you're hosting a lead-generating event, consider promoting it through direct mail, targeted digital ads, a dedicated landing page with a downloadable content offer, and even traditional media placements. By using a combination of these tactics, you'll significantly increase your chances of reaching and engaging potential residents.
By seamlessly integrating traditional and digital channels, you significantly increase the reach and impact of your marketing efforts.
Tip #2 - Go Beyond Paid Ads: Invest in Organic Growth
While pay-per-click (PPC) digital advertising has its place, relying solely on paid Google Ads can limit your reach. Diversifying your digital strategy is essential. Here's why organic search optimization (SEO) matters:
Limited reach: Paid search ads might miss a significant portion of your target audience, particularly younger demographics and tech-savvy seniors who often scroll past them.
Organic Advantage: Invest in improving your website's organic search ranking through Search Engine Optimization (SEO) strategies. This will ensure your senior living community appears prominently in search results when potential residents are looking for options.
Local Powerhouse: Don't underestimate the power of Google My Business profile optimization. Maintain a well-maintained profile with positive reviews to increase local visibility and attract potential residents searching nearby.
Tip #3 - Craft a Compelling Website That Converts
Your website is a crucial touchpoint for potential residents and is the digital face and first impression of your senior living community. Here's how to make it informative, engaging, and lead-generating:
Informative Content: Ensure your website provides all the information a prospect seeks, including pricing, care services offered, amenities, floor plans and clear explanations of your senior living programs. Consider offering a pricing comparison tool for added convenience.
Interactive Experience: Integrate engaging elements like floor plans, videos, images, and downloadable content to keep visitors on your site and provide a well-rounded overview of your community.
Strong Calls to Action (CTAs): Make it easy for visitors to take the next step. Include prominent and clear CTAs, strategically placed forms with downloadable content, ideally above the fold (visible without scrolling).
Chatbots: Consider adding a chatbot to your website. This AI-powered tool can answer questions 24/7, capture leads, and increase conversions by over 40%, as Natasha mentions in the podcast.
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