Marketing for Senior Living: 8 Strategies To Increase Your Census
Traditional marketing strategies — billboards, pamphlets, television ads — are steadily proving less effective in the senior living ecosystem. There are many reasons for this, but to point to the most obvious: It's because of the internet.
According to a recent Pew Research poll, 75% of adults 65 and older are now internet users, so senior living marketing strategies need to explore new channels to reach prospective residents and convert them into new ones.
Considering the fact that the youngest baby boomers will be 65 or older in less than a decade, marketing to this demographic and their adult children (key decision-makers in senior care) should be a key part of senior living marketing efforts.
A new kind of marketing
A digital marketing strategy for senior living communities can range from simple email and website advertising to more complex tactics like search engine optimization (SEO), personalized content marketing, and data analytics.
Senior living operators have a vested interest in the well-being of their current residents, and their sales and marketing solutions must reflect the same level of care, personalization, and attention when reaching potential residents. Today, we'll look at eight high-level assisted living marketing strategies to help your sales team go from lead generation to arranging a new resident's move-in date in no time.
1. Website Optimization and SEO
Your community's website is your first impression to potential residents and their families. Being visually appealing and user-friendly is critical. In addition, websites need to be optimized for search engines to appear on the first page of a search. Using specific keywords related to retirement communities, assisted living, or senior care can improve your ranking on results pages. Additionally, engaging content on your site, such as a bank of useful resources, testimonials from current residents, or responses to any negative reviews, will help create an online presence with a truly communal feeling.
2. Content Creation
A comprehensive marketing strategy will create a steady stream of meaningful, helpful content relevant to the senior housing sector. Content creation is pivotal, providing valuable information to help prospective residents or their loved ones make a decision.
Content creation can take various forms, including:
- SMS messages
- Blog posts and articles
- Social media engagement
It's also worth emphasizing the value of personalized content. With modern marketing automation software integrations such as Eldermark's, you can take content creation to the next level by creating customized content that directly addresses prospective residents' unique needs and situations.
3. Social Media Engagement
Social media marketing may have only been a small part of senior living marketing campaigns in the past, but times have changed. Besides marketing to prospective residents’ families, social media engagement is a powerful resource paramount to a cohesive assisted living marketing plan.
Social media platforms allow you to directly reach potential residents and their loved ones. Social media can also be specifically targeted, and regularly posting photos and updates of activities can give an accurate view of life in your assisted living community. Sales teams can also use social media platforms for other marketing ideas, including:
- Incentivizing residents with a referral program
- Call-to-action initiatives like seasonal promotions
- Pay-per-click (PPC) advertising to generate revenue
4. Email Marketing
Email marketing for senior living is one of the most effective ways to reach and stay in touch with potential new residents and their family members. Of course, email marketing isn't new, but automation is the latest trend that helps maximize this channel's vast potential.
With automated software solutions, you can be confident that updates, newsletters, promotions, follow-up emails, personalized messages, and all other branches of email marketing are taken care of so your sales team can focus on the big-picture goals of increasing occupancy and ROI.
5. Resident Involvement
Consistent, meaningful resident involvement is crucial to your community's marketing strategy. The more engaged your residents are with the community, the more impactful your marketing efforts will be since your current residents are effectively the face of your community.
The best marketing solutions integrate customer relationship management (CRM) software to create a holistic and seamless system. For example, Eldermark's comprehensive senior living CRM is compatible with marketing automation tools, enhancing the functionality of both.
Check out this guide for more tips on choosing the best senior living CRM.
6. Data Analysis and Lead Management
Using new advancements in data collection and analysis is another marketing strategy senior living operators need to be aware of. Crunching large amounts of data can provide invaluable insights that instantly become actionable decisions.
Data analytics can help you track leads, understand the most effective marketing channels, and personalize your follow-up with potential residents. Data analysis can also show you which marketing efforts yield the best results, allowing you to refine your strategies over time.
To better understand how data processing can translate into retrofitting a marketing strategy that works for you, check out this webinar case study of a partnership between Eldermark and Mount Angel Towers.
7. Paid Advertising
Any sales team or third-party marketing agency relies on advertising, but the real trade secret is the ability to optimize and automate your advertising efforts. Pay-per-click (PPC) advertising and targeted Facebook ads can help you reach a larger audience, especially those actively seeking senior living options. Remember, it's not just about getting views—it's about reaching the right people at the right time.
Want more insights into how sales and marketing teams can save money through automation? To get started, check out Eldermark's free eBook on Actionable Sales & Marketing Insights!
8. Modern Digital Tactics
Finally, sales teams need to evolve their assisted living marketing ideas and strategies as technology does the same. For example, machine-learning algorithms, AI-powered chatbots, 3D virtual tours, and in-person technological demonstrations will all enhance the quality of your marketing campaigns.
Eldermark | The Best in Senior Living Software Solutions
Eldermark has over 20 years of experience in the senior living sector and have built software solutions that truly cater to the needs of a senior living team.
From caregivers and operators to residents and their families, more and more people in this sector are seeing the benefits of incorporating new technologies into the senior living landscape, whether for independent living communities, assisted living, or memory care.
As one of the best senior living software providers in 2023, Eldermark has the solutions you need to expand your marketing efforts, increase your occupancy, and see bigger returns on your investment.
Contact us for a free demo to see if Eldermark is right for you.