By Emma Urbanek
Video is taking the sales world by storm, and rightfully so. One minute of video is equal to 1.8 million words to your audience, and brands that use video marketing grow their year-over-year revenue 49 percent faster than brands that don't. Senior care should be no different.
When you’re promoting your senior care community, it’s especially important to make a connection with the prospects you’re engaging.
The Power of Video
According to a Cisco study, online videos will make up more than 80 percent of all consumer internet traffic (85 percent in the U.S.) by 2020. Will your company be in the mix? Here are a few benefits of video in sales:
- Higher response rates
- Engages viewers
- Drives organic traffic
- Builds trust
- SEO benefits
- Mobile friendly
- Increases transparency
People are much more likely to purchase a product if they watch an explainer video. In senior care, that might seem more difficult because you’re not selling a singular product, but the same principle applies. When you give prospective families and residents the option to see inside the community before they tour, you’re setting yourself up for success.
Examples of Videos in Action
The Arbor Company provides senior care in upscale and caring environments, with options for independent living, assisted living, and memory care, and they’re harnessing the power of video in their marketing and sales efforts. They use video throughout the entire funnel and speak to their audience in ways that appeal to them. I could go on about inbound marketing and video, but that’s for another post. These two videos are just a small sample of what you can do:
Assisted Living Video:
This video—which is embedded on the homepage of their company website, as well as the landing pages of all their assisted living communities—has garnered 16.2 thousand views with a 42 percent average engagement rate.
Arbor Company Culture Video:
A culture video is a great way to give a glimpse of what it’s like to live in your community. Arbor’s culture video is added to the banner of the company website and has racked up nearly 10 thousand plays and a 34 percent average engagement rate.
Whether they’re using video to describe levels of care or documenting the process of construction at a community, The Arbor Company is letting video do the talking for them.
Now that consumers are willing to spend more time watching a video than reading print, The Arbor Company has jumped on the opportunity to expand its reach and appeal to their audience. Showcasing moments of everyday life in a community can have a much deeper impact through video than through other forms of content.
HumanGood offers senior care and affordable housing for seniors over 55. They’re using video in a different way, yet one that still reaches their audience. HumanGood has their videos hosted on YouTube (more than 500 million hours of videos are watched on YouTube each day).
HumanGood uses resident stories to portray their quality of services. They’ve created a playlist on their YouTube channel solely for these stories. Any good video marketing strategy knows that videos should focus on stories, and HumanGood hits this one right on the head!
Now that you have a few ideas of how some of the biggest names in senior care are using video to promote their communities, you can get started too. Already using video in your sales and marketing efforts? We’d love to see them. Tweet us your videos at @smartbugmedia.