Marketing senior living communities can be a real challenge. You’re providing services for seniors; however, there are many people that are involved with the decision-making process. This means that one of the biggest challenges that you face is not only setting yourself apart from other senior living communities but fulfilling the needs of everyone in your audience. This is why how you market senior living communities is so important. Keeping this in mind, the following are a few tips for successfully marketing senior living communities:
1. Know Who Your Audience Is
Identifying your audience will help you target them more effectively when marketing senior living communities. However, since there are several types of people you’ll want to target, marketing a senior living can be tricky. Like previously mentioned, a lot of different people have a say when it comes to a senior moving into a senior living community, from the senior’s adult children to the medical professionals they work with.
Knowing who your audience is will be vital to your marketing efforts, especially when it comes to creating content. You have to write content for the person who is reading it, after all. If you attempt to create content that appeals to everyone, odds are it will end up appealing to no one. To avoid this, you’ll want to create a buyer persona. Creating buyer personas will allow you to more effectively target the needs of your audience when marketing senior living communities.
Buyer personas represent your ideal customers and provide insight that you can use to target them. For example, a standard buyer persona will include a person’s age range, their income levels, their goals, their needs, their challenges, their preferred method of communication, and more. This information can be attained from existing customers, from online surveys and from social media. Because different types of people have a say in the decision-making process, you’ll want to create several buyer personas.
2. Market Your Staff
While you’ll want to market the services, amenities and activities that your community offers, one of the most important elements of a senior living community is the staff. Families who are looking to move their loved ones into a senior living community will want to make sure that the staff is not only competent but that they will build meaningful relationships with the residents.
Because of this, you’ll want to make sure that you highlight your staff as friendly and caring. You should have a page on your site introducing visitors to your staff. Along with that, you should also create content highlighting their interactions with current residents. Video content is a great way to achieve this since it will help showcase their personalities and their connection to residents.
3. Promote Activity
One of the main things that both seniors and decision-makers care about is that residents will be able to live a fulfilling life once they’ve transitioned into a senior living community. Seniors want to maintain as much independence as possible, which means that they want to be able to live an active and social life.
You’ll want to position your senior living community as a place where this is possible. You can do this by highlighting and promoting different events and activities that your senior residents participate in. This can be done by writing blog posts about some of the daily or weekly activities that are available, posting pictures and videos of residents participating in various activities, or promoting upcoming events using social media.
4. Use Your Website As A Sales Tool
You should treat your website as a sales tool to help promote your community as a service. Publishing high-quality content that’s relevant to your target audience can help bring in traffic and will allow decision-makers (who are your customers) to educate themselves via the content you have provided. These are your leads. You’ll want to use your website to capture your leads and nurture them through the buyer’s journey.
5. Spread The Word Using Social Media
A social media presence can be incredibly helpful for a number of reasons. First of all, you’ll put your community in a position to directly address concerns and answer questions that decision-makers may have about your community. This can go a long way in building relationships and trust. Secondly, it allows you to keep family members up to date with any news or events concerning your community. This shows your audience that you care about your community and are regularly engaged in improving the quality of life of your residents. Using social media in such a manner can help to build your reputation and spread awareness as a result.
Marketing senior living communities is no easy task, but these tips will give you a good foundation on how to reach your target audience and to position your senior living community as a safe, comfortable and friendly place that will meet the needs of your residents and of those involved in the decision making process.
The landscape of the Internet is ever changing and Nicole has the energy and aptitude to keep Stevens & Tate Marketing out in front of the pack. She leads an enthusiastic team in strategic planning, development, search engine marketing, online promotions and advertising for the web.