By Megan Golden
A senior care marketing plan can be overwhelming, especially when you’re deciding which tactics you should include, and which you should skip. However, whether you operate a hospice care program or an assisted or independent living senior community, you won’t want to put content marketing on the back burner.
We know that most people research online extensively before making big decisions. You can trust that your future residents or their family members and caregivers are doing the same thing before committing to their future living plans. Furthermore, when you’re promoting your senior care community, it’s especially important to make a connection with the prospects you’re engaging, and content marketing is a great way to meet that goal. So it’s important now, more than ever, to add a content marketing strategy for senior care to your marketing plan. Here we share three must-haves.
Blogging for a senior care marketing plan
Blogging can help you grow traffic to your website through organic search, but it can also help you grow traffic from social media, referral links, and email. It helps you to attract those who haven’t yet discovered your company and can also help attract current leads and clients who enjoy the information you provide. If location or region matter for your company, blogging can even help you to improve local search traffic.
Blogging is also a great way to showcase community involvement, find new employees, provide support to clients and their loved ones, and get the word out about the services you provide.
Adding Facebook to your content marketing for senior care plan
As a business, you want to reach your audience wherever they already are—and where they are is on social media. Many senior care communities have personas that include adult children of the elderly who may be planning for the future care of their parents.
Social sites like Facebook provide reviews just like Yelp and Google do, so maintaining an active presence on these platforms, responding to reviews, and encouraging reviews all help your online marketing efforts and therefore your business’ bottom line.
Facebook also has incredible connection capability and functionality for reaching your audience. For example, Facebook Stories and Facebook Live enable businesses to reach their audiences in an informal way. When businesses use these features effectively, audiences look forward to tuning in to the communication and keeping up with your business.
The power of video
When you’re promoting your senior care community, it’s especially important to make a connection with the prospects you’re engaging, and video can allow you to do that. Video has been linked to improved response rates, trust, transparency, and more.
In fact, people are much more likely to purchase a product if they watch an explainer video. In senior care, the same principle applies. When you give prospective families and residents the option to see inside the community before they tour or hear from a current resident, you’re setting yourself up for success.
In closing, content marketing for senior care is an important step in marketing your senior living community. Start with social media, video, and a blogging platform to kick off your content marketing strategy. All of these efforts will likely increase occupancy at your senior care community.