And when theyre online, they spend a huge part of their time on social media: about 30 percent, or 1.72 hours per day. In this guide, well share 10 senior living marketing ideas (along with some real-life examples). Our research and experience tell us that seniors in todays society dont want to be called elderly, although they dont mind being referred to as older adults or seniors. When done correctly, email marketing is one of the best ways to engage people with your senior community. Of course. Marketing to Seniors: 44 Surprising Advertising Insights Our clients tell us that one of the most difficult things about getting older is that people in society sometimes make them feel as though they have less value than they did when they were younger. Breaking Down Myths About Marketing To Older Yes, you already have these folks email addresses, but great marketing for senior living communities is all about building relationships and showing your expertise. At least 77 percent of Baby Boomers go online each month and almost half of them do so via smartphones or tablets. Through this process, an elderly person is more likely to pay attention and remember what you have said if they are in the middle of watching television, cooking in the kitchen, or in another relaxing activity. I know Im at a point where I need assistance, but I want to age in place with comfort and dignity.. When designing content marketing strategies for seniors, keep these eight critical factors in mind: One of the most significant factors for content marketing strategies for seniors is using the language they understand. News could be information about public events at your community, links to items in the media of interest to your target audience, etc. Here are Five Ways to Boost Your Senior Living Marketing Strategy 1. Are they on social networks? In short, you need to market your community online, you need it to be easy for boomers and members of Generation X to find you when they search online and, once they reach your website, they need to: In short, there basically are six parts of a great online marketing plan for your community: Website Optimizing your senior living communitys most valuable marketing asset. While theyre looking to stay as active and healthy as they can and possibly even continue to work in their later years theyre also starting to look ahead and research their housing options for the days of their retirement. Are you a print subscriber? But they do you no good if you dont schedule regular emails to broadcast. Since seniors have limited time and less patience than younger consumers, try to keep messages short and simple, so they dont lose interest halfway through reading. An advertiser creates a small text ad, selects keywords he believes his prospects will use on the search engines, and then the ad appears when someone uses those keywords (it may appear more or less often depending on how much the advertiser is willing to pay per click). Here are six effective email marketing tips to target seniors. By following these tips, you can better market your services as a real estate agent and attract more business from seniors: 1. Just as important as encouraging positive reviews, however, is swiftly responding to negative ones. SEO stands for search engine optimization and in a nutshell, it means your senior living community comes up when prospects search by name, by proximity, by lifestyle, or by question. Direct mail still plays a significant role in the United States. Someone who is already a paying customer. A 2,000-word post is better because 2,000 words allow you to dive deeply into a topic. A landing page consists of some written, visual/audio content, plus a form where a visitor can leave contact information. Often, prospects wont even look at communities that have a sub 3-star Google rating, so its critical you cultivate and maintain loyal and happy customers and do your best to mitigate and resolve negative online reviews. You may have several hundred email addresses already, but you must make sure the owner of each address truly gave you permission to send email. Most article content has been 500 words or so in length, but Google loves long-form now, as in 1,500 to 2,000 words. Dont talk about just the benefits of living in your community talk about the benefits of living in any senior community (and dont forget to mention some drawbacks). so that people can subscribe to your newsletter by putting their business card in the bowl, and you make it clear that putting the card in the bowl means they will get the newsletter. The best way to reach these potential customers is by providing coupons or other items in direct mail campaigns that add value beyond advertisements alone. However, it also increases the vulnerability of older individuals because they become a target for marketers promising deals that may not actually benefit them in the long run. A complete overview of your Local SEO performance in minutes;including Search Rankings, Local Listings, Reviews, On-Site SEO & Social Media. Most seniors enjoy reading about senior services, but they cant always read small print. Let us help you achieve your marketing goals. hbspt.cta._relativeUrls=true;hbspt.cta.load(189441, 'ca04fcbc-edc8-432c-99ec-1a126f21f50a', {"useNewLoader":"true","region":"na1"}); Get our Marketing Hero newsletter & get a free PDF copy of this guide (Privacy Policy). All rights reserved. In fact, seniors spend close to 50% of all purchasing dollars, and yet less than 5% of advertising is geared towards them. Website Your Senior living Community's Most Important Marketing Asset Because digital media is so foundational to modern marketing, it only makes sense to ensure that your The goal is, Read More Senior Housing Marketing is Important, Thats Weve Joined LeadingAgeContinue, Reaching out to senior citizens isnt all about increasing the size of the font and speaking in loud voices. Maybe the most obvious senior living marketing idea is to establish a strong social media presence. As per 2018 records, the senior population comprised 16% of the total United States population? Even more, they give you a way to build community among your existing residents. Lots and lots of content. But, again, it needs to be done well from the beginning. 1 of 20 Marketing Tips for Retirement Homes and Communities | Marketing to Seniors Nov. 23, 2010 0 likes 8,965 views Download Now Download to read offline Business Marketing tips and marketing trends for retirement communities and homes about marketing to seniors, boomers. The problem, Read More 10 Effective Ideas for Assisted Living Marketing EventsContinue. Feature an older woman or man busy at her or his hobby whose quote reveals, "I know I need to get more exercise. This form of communication allows you to deliver personalized messages to seniors when they are most willing to listen. Think of advertising online as an additional tool on your inbound marketing tool belt. Are they looking to move themselves, or are they looking for a home for their parents/grandparents? As we age, individualism experiences. My approach to marketing to seniors online focuses on their abilities, rather than on their declining health. Inventive Marketing Ideas for Retirement Communities Ever feel like your marketing team isnt firing on all cylinders? Someone entering his address on a form on your site in order to get specific information. When calling older people for business reasons, your pitch should be carefully planned out. Opinions expressed are those of the author. The survey found that these marketers usually had more say in product development and pricing decisions. For seniors, integrating online and offline content marketing strategies can help. Most seniors enjoy reading about senior services, but they cant always read small print. At the same time, computers were the center of the home. The seniors may, at times, require added explanation and general guidance. Marketing To Seniors | What We've Learned | TA Advertising Expertise from Forbes Councils members, operated under license. Are they retired? In Your social media plan should be one that includes posting on your communitys social media channels, paying for social media ads and as mentioned above fostering relationships with other social media channels. The form must be easy and quick to fill out. An inside-out thinking in your marketing approach means your focus is on the products, processes, tools, and systems youre using instead of your customers perspectives and needs. The needs of seniors are very different from younger generations, and thus their marketing must reflect those differences. Only 7% of senior marketers thought that they were at their best when it came to return on investment, brand purpose and investment in brand-building all at once, according to a survey from Growth From Knowledge. 2. It also must really speak to their wants and/or pain, as it provides information that will help them get what they want or alleviate a problem theyre facing. By reading newspapers/magazines or listening/watching radio and television? The scientific evidence indicates that physical activity is the most effective method for preventing falls among seniors. Even though clarity is a relative term, some things, or technology the millennials have grown up with, might be confusing for an older person. If you dont want to do this yourself, you could engage a market research firm. What do they like and dislike about senior/assisted living communities in general? Please enable JavaScript in your browser to submit the form, 9 Surprising Things Seniors are Looking for Online, Senior Housing Marketing is Important, Thats Weve Joined LeadingAge, 10 Unique Ways to Reach Out to Senior Citizens, Search Engine Optimization for Assisted Living Facility (SEO), Assisted Living Marketing Company Helps Increase Occupancy Rates, 10 Effective Ideas for Assisted Living Marketing Events. A lot of senior living communities use their marketing to tout their accolades, awards, and state-of-the-art facilities. Give them what they want: information. For most senior living community websites, the top three most visited pages (after the homepage) are: So, knowing that your website is usually going to be the first impression your prospects have of your community, and knowing these are the pages/information theyre seeking, here are some tips to help you improve your online curb appeal.. Are they impulsive or methodical? You can offer free e-books, infographics, videos, etc. Because digital media is so foundational to modern marketing, it only makes sense to ensure that your communitys website is optimized so that your prospects will find all of the great information on it that youre going to provide. This form can be simple (name, email and/or phone number) or complex (name, email, phone number, address, company name, title, etc.). Unless an older adult is in the final stages of Alzheimers disease or another cognitive impairment, they want to be involved in the decision making process for their care. Choose a larger font for your web pages to make them easier to read. Sherpa Blankets. As such, it is especially important in being able to offer them those services and activities which they enjoy. Great inbound marketing focuses on building and then nurturing ongoing relationships and email marketing helps create that relationship right in your prospects inbox. If you provide great information for your prospects and capture their contact information via an attractive and compelling landing page, your sales and marketing teams soon will have plenty of solid, interested leads and you will look like a hero to your leadership team. Whether on Facebook, Twitter, or Instagram, social media can do more than just raise brand awareness for your senior living community. Balancing short and long-term ROI is especially challenging, according to a new global marketing leader survey. But this isnt spam. Posted on 14/04/22 4 min read Here are eight simple content marketing strategies that can help you not only connect with the senior citizen segment of the market The design should be eye-catching. The key is in utilizing direct marketing because it means your business can target a precise audience and make sure youre reaching exactly who you want. Find a stock photo and give the document a face to go with the name; doing so helps you see a real person behind the persona. Marketing strategy: A plan for reaching organizational objectives through the selection and use of marketing tactics Marketing research: The systematic study of market conditions Zero Latency Leadership What Is It Anyways? Price matters in spending and saving money on care when it provides them with ways to make their lives easier and more enjoyable. Are they married (this probably is important for senior living communities), do they have children (if so, how old are they)? Whats more, senior living community inbound marketing strategies provide you with strong and measurable ROI much more so than traditional advertising media such as television, radio and print. Perhaps the best-known direct selling companies are Avon, Amway, and Tupperware; This type of marketing does not involve using social media; rather, it consists of running in-home presentations about products. 1 hour 32 min ago, By Start a blog connected to your website covering topics related to the interests, concerns, and questions of your current and potential residents. Senior Living Marketing Guide: How to Build Trust and Get More Your landing page is the spot where the visitor must give you that information or he doesnt get the free information. Healthcare Marketing to Seniors | Messaging and Distribution Tips Engaging in PPC advertising allows you to quickly find which offers, headlines, keywords, assumptions, and even which landing pages work best. 8 Content Marketing Strategies That Appeal To Senior Citizens. Retirement Community Marketing 101 | Top Web Design, Take a broad but customized approach to marketing to seniors online. In addition, these traditional methods are proven effective at generating high numbers of leads for companies that use them properly. A Guide to Senior Living Marketing: 10 Proven Ideas for Your Community, Get Social Proof through Positive Reviews, Differences between independent and assisted living facilities, How to find a senior living community that fits your lifestyle, What to expect in a skilled nursing facility, Informative newsletters with relevant news, information, and tips, Important announcements about your community, Special offers (move-in discounts, special rates, etc. Hence, content marketing strategies for seniors should focus on the same. Here are eight simple content marketing strategies that can help you not only connect with the senior citizen segment of the market but also to win them over. Its vital to the, Read More Search Engine Optimization for Assisted Living Facility (SEO)Continue, Arlington, TX (January 21, 2022) Aveta Marketing announced today that they will be helping the Senior Housing industry increase occupancy rates through online digital marketing mastery. First impressions are always important, and thats especially important when marketing to seniors. It may not be possible to have web pages with that much content, but blog posts should be at an absolute minimum 1,200 words. A blog is a great place to put that information. And if part of your marketing plan includes generating a high volume of targeted leads who are the right buyers for your community, PCR can help. Understand Their Criteria is Different Than Younger Generations. Additionally, many older individuals are still capable of managing their own shopping rather than over-relying on retailers and brands targeting them directly. Karina Tama - Rutigliano is the Senior Digital Marketing Manager at. The German market research firm interviewed 633 global marketing leaders about how their company marketing stacks up across impact, alignment and investment.. Going to a Chamber of Commerce meeting and adding the email addresses of the people you meet there is not permission. Marketing Implication:Advertising that invokes social status 6 Ways To Target Seniors More Effectively In Digital Marketing On your social media sites (be careful about being too self-promotional, however). Facebook and Twitter can also reach seniors in the 50-65 age range. Using their name while sending out an email or direct mailer, or having a person respond to inquiries with a simple phone call, might be good options. A high-quality user experience on your site. By However, for seniors who generally have more free time on their hands, direct mail is valued higher than other types of marketing mediums which has led to better response rates. Unlike marketing to younger audiences, older adults arent drawn in by trendy jargon, slang or internet acronyms. Marketing to Seniors: 38 Special Advertising Insights - CDMG Inc As an example, generally women do most of the research and make the final decision on senior health insurance. the methods below. Should it be visually appealing, easy to navigate, mobile-friendly, meet accessibility standards, and optimized for search engines? Marketing to Seniors Were thrilled to be joining LeadingAge and working with their member communities. Print ads. A quarter of them said they very strongly agreed that their company has a clearly defined mission and purpose beyond commercial goals, and also that the brand contributes to the company's commercial success. Seniors dont know all the bells and whistles of todays technology, but they do know the simple basics of how to find information online. Having offline conversations and guiding and educating them about new technology, trends, or prices can help decision-making. While exceptionally effective and providing a fantastic return on your ROI, organic marketing efforts can take months or years to gain traction. . Where do your prospects live, how old are they, what sex are they, how much money do they have? My approach to marketing to seniors online focuses on their abilities, rather than on their declining health. Facebook, Twitter, LinkedIn, Instagram, et al provide their members with a significant amount of data regarding their followers. Its an approach that gives them solutions to their needs and sets their expectations for the services theyll receive when they decide to buy. Direct marketing campaigns should include an alternate method for older consumers to provide their information and potentially purchase products or services through other methods like over the phone. Dont be shy about adding internal links. Read on to discover some of the best direct marketing methods to use with seniors. If theyre old-fashioned about anything, its that they still enjoy perusing colorful brochures and other types of print media. In fact, when it comes to written content, Google and other search engines want longer much, much longer content. 8 Content Marketing Strategies That Appeal To Senior Citizens That tells me that marketing to seniors online works. You may opt-out by. Are they introverts or extroverts? Everyone wants to know more about the people that help them, so sharing posts of your staff helping and interacting with current residents is a great way to further connect with prospects. ), its okay to start small. While a full-blown community content marketing strategy can become very nuanced and complex (including articles, ebooks, case studies, videos, podcasts, research reports, etc. The Distinction Between Digital Presence and Digital Experience Is Critical, Supreme Court Strikes Down Bidens Student Loan Forgiveness, Supreme Court Rules Web Designer Can Deny Services To Same-Sex Couples, Shares Of Europes Most Valuable Tech Firm Fall Amid New U.S.-Led Efforts To Restrict Chip Exports To China, Trump Wins Election In Rural OregonWith Two Votes, Parents Sue To Block Georgia Law Limiting Gender-Affirming Care For Minors. Avoid interrupting the elderly while they are working on a hobby or an important household task. She previously covered social media and creators for Ad Age, and is a graduate of the Craig Newmark Graduate School of Journalism. Social Media Meeting your prospects and building a relationship with them through the channels on which they spend the vast majority of their online time. Why? Therefore, you need to use language, examples, and references that older individuals can relate to if you want to design an effective content marketing strategy for them. But search engine algorithms have definitely changed and now they primarily want content thats useful for searchers. They arent always helpless individuals who need their families to make their decisions for them. Published on June 29, 2023. You also should look at your social media and website analytics for insights. Adrianne Pasquarelli By describing their pain and showing you understand where theyre coming from, you can establish why youre best equipped to provide them with the assistance, comfort, and peace of mind they desire. When Senior Living Centers are thriving, our Seniors get better care. Weve said it a few times before and well say it again and again: content is emperor when it comes to marketing your senior living community today. As you write your buyer personas (you should create at least three), give each a name. If you look around, content marketing strategy examples reign supreme. They also use laptops, tablets and smartphones with ease in order to research purchases and one of the biggest purchases they may make in their lives could be choosing to live in your senior living community. Its advantageous because it allows retailers serving seniors needs to accurately predict demand for items like hearing aids or home service providers. Fifty-seven percent of Baby Boomers use tablets, and 4 out of 10 seniors own a smartphone. Whether its ensuring your website is optimized, striking the right chord with your messaging, investing in senior living content marketing, or encouraging online reviews, these marketing strategies for retirement communities will help you show seniors and their families that your community is the right one for them. 1. To successfully market to seniors via direct marketing means you need to know their preferences. Marketers in technology, durables, and financial and professional services companies had the highest index score at 24, followed by consumer packaged goods and fashion and lifestyle (19), with utilities, telecommunications, and logistics companies having the lowest score at 17. The index also showed that marketers in companies with high annual revenues thought of themselves as best-positioned when it came to effective marketing. In other words: good, meaty information that helps them as they research their options while also positioning you as an expert. In your email marketing campaigns. 601 21st Street, Suite 300 | Vero Beach, FL 32960 | 1-800-875-3072 | info@privatecommunities.com. Special offers are just that: move-in discounts, special rates, etc. is an enormous factor in shaping their opinion of you. Seniors are used to person-to-person customer support. Despite this drop, there are still some types of businesses that will never stop using direct marketing. Good word-of-mouth from your residents and their families is wonderful, but its made even more powerful when they take to the internet to spread love. Internal links within your content help people navigate easily around your site and also can help Google crawl your site all the more. Unfortunately, inside-out thinking is prevalent in LTC and senior care marketing. In the last, Read More 9 Surprising Things Seniors are Looking for OnlineContinue, We are excited to announce that Aveta Marketing has joined LeadingAge Texas, the Texas-based organization dedicated to improving the lives of older adults. Although text (SMS) marketing is growing in popularity, it has yet to truly take off with this age group. Only about 42% of Americans over the age of 65 own smartphones. Your email list is one of your most valuable of marketing assets, and when managed well will bring you an incredible return on your investment of time and money. Some seniors may request that their adult children accompany them to one of our free consultations, but talking directly to the senior makes them feel valued and important. You only send email messages to those individuals who have given you permission to do so (they did so when they entered their email address on a form on your website), and they always have the option of asking you to stop. For example, if youre an assisted living facility in Scottsdale, your marketing campaigns and content topics should go beyond best assisted living communities, and instead target keywords and phrases like best assisted living options in Scottsdale, or Scottsdale assisted living virtual tours., Some tools for checking and improving your local SEO results include:HubSpot Website GraderGoogle Search ConsoleUpCity SEO Report CardSeolyzerMOZ. Know their needs. A step-by-step guide on how to downsize your housing when youre an empty-nester.. write efficient meeting invitations with samples (And, yes, we said pages: youre going to need several.). Your own website analytic tools then allow you to see which of those people who came to your site via an ad actually engaged with your site (downloaded an offer, filled out a form, emailed you, or bought the advertised service/product). Late retirees are 65-75 years who are still working and have a regular source of income. The easiest way to do this is to use their words, such as I want peace of mind. But thats only the beginning. Flowery language and unnecessary verbiage wont cut it with this population. Another important thing that Ive learned is that they are looking for value in home-agency services. Topics and formats for your senior living community emails can include things like: Email marketing tools like MailChimp and HubSpot make it easy to set and deploy email marketing campaigns. 5W PR October 5, 2021 3 min read. Marketing to the Older Population So tailoring senior health communications to older Every day, 10,000 more baby boomers reach retirement age, and by 2030, one in five Americans will be 65 years of age or older. That is where assisted living comes in. The alignment category focused on whether marketers felt that they had a clear mission or purpose as a brand and whether the brand is an asset that helps with the bottom line. From the search engines point of view to help you rise in search results so that prospects will find you within the very first few results new web pages are wonderful. It can even help you market to the customers who have the attitudes, interests and values that make up what you have deemed to be your perfect customer. Be available and responsive on all your social media platforms, provide contact forms on your website, and consider text, live chat, and chatbots as well. As for advertising on social media sites, many especially Facebook are making it tougher to reach your audience organically but also are making it easier and easier to reach them if youre willing to pay a little bit for it. By Question: What should I look for in a senior living community? When most people think about marketing to seniors, the first things that generally come to mind are showing older people in promotional photos or using bigger fonts. One recent study conducted by the United States Postal Service showed that nearly half of Americans 50 or older prefer receiving offers through direct mail advertising, with a reading rate of 48% to 50% among seniors. Ask your sales staff about the ones who came close but didnt move in: is there a pattern as to why they chose not to? Falls are a significant source of morbidity in people aged 65 and over, affecting one in three people in this age group. More importantly, your prospects want information. The healthcare marketing to seniors mix typically includes: Branding: The creation and promotion of a corporate identity that helps build trust, loyalty, and goodwill. Is it written by an expert or someone who knows the topic really well? Erika Wheless is a marketing reporter covering restaurants and food. Page titles, site copy, image descriptions/captions, and meta data should strategically use the keywords relevant to the page content.