In digital marketing, a compelling segment of the population is often overlooked – the older population. There’s a common misconception that older people, the majority of their Baby Boomer generation members, aren’t connected to technology. We’ve witnessed by experience that this is far from the truth.
Today, the proportion of the population over 50 is soaring over the one-third mark and is progressing towards reaching the 50% mark. The people of today live longer and healthier lives than ever before and are no strangers to modern technology. This includes seniors over 65, projected to grow to 32.8 million by 2020. It is now essential to know how to market digitally and reach out to a senile population, mainly those in senior-focused industries such as senior living facilities.
The Challenge of Senior Living Marketing
Senior living marketing facilities have their specific issues. To comprehend the challenges, we must consider the process and events that lead to the conclusion that a senior living facility may be the most suitable option. This could include an event such as retirement, a change in circumstances, and the desire to release the burden and begin new. The road to senior living could involve life-altering circumstances, like the death of a spouse or an illness that has worsened. People choose to live in a senior living facility for many reasons. It’s rarely an overnight decision.
For those in Senior marketing, this is finding ways to reach out to older people through internet-based marketing that considers the long-term nature of this customer journey. It doesn’t matter if a move into a more senior community is in the planning stages for a while or if a demand has spurred an interest; deciding on a community’s choice is about beginning the conversation in the early stages.
Igniting the Conversation
It is essential to be aware of seniors’ importance on social media. Consider that more than 80 percent of baby boomers have at least one social media profile. Although they may not glance at their phones at least once daily, they’re online. While it is possible to spark interest in your community’s senior population through traditional marketing methods, it’s an effective digital strategy that keeps the conversation going and moves them forward on the right path.
Also, we know older people spend less time on the internet than other generations, so your strategy to reach them must be particular and capable of grabbing your audience’s attention before they go off. The first step to grab their attention is to identify their online persona.
We all know lead generation is crucial; however, when you consider various unknown factors in the senior community market, it is a good idea to look into analytics to find leads of high quality who are the most likely to be converted. When we say “unknown variables,” we mean things such as the interval between the first contact and the moment of conversion. It could be anything from several months to years. It is also crucial to determine what portion of your target audience is caregivers of family members, as they will require a different approach to marketing. This is all part of identifying your target audience in generating leads and stimulating enthusiasm.
Let’s look at some ways that digital marketing can assist you in creating leads that are of high quality and continue to keep the conversation going regardless of where they are on their journey.
Elements of Successful Senior Community Marketing
We are aware that each senior community, as well as the public, is different. It’s why it’s so important to look at the various elements in a modern marketing plan, including the development of websites, local SEO, and the complete range of techniques for inbound marketing. We’ve observed enough success that certain elements are common to all successful campaigns. As experts in senior marketing, we take the time to analyze the most vital aspects of your digital marketing strategy, for example:
Personas of the buyer
Design that’s appealing and comfortable for your target users
Strategies to separate superior leads from the rest
Quality content
Concentrate on local SEO and SEO to boost traffic
Solution-driven campaign development
Things that distinguish you as a thought-leader
A strategic aligning your business strategies and objectives
Automatization that speeds up the process
This is just the starting point. Instead of trusting us to tell you the truth, we would like to show you one of our clients, Lexington Square. Lexington Square.