2020 has been a year filled with surprises, and the months ahead are filled with just as much uncertainty. The senior care industry is broad and growing, as one in six people worldwide will be over the age of 65 by the year 2050. However the industry has been hit harder than most with changes due to COVID-19, leaving marketers struggling to strategize let alone implement successful campaigns.
There are however a few key senior care marketing strategies and trends you can focus on to more easily and effectively navigate these changing times.
Senior Care Marketing Strategies in 2020
1. Create a Website That Starts a Conversation
You’ve likely spent time researching a brand online prior to becoming one of their consumers, and your senior care audience is no different. Studies show that nearly one-third of people do not take any sort of action upon their first visit to a company’s website, even if they intend to make a purchase. The user experience and site content should be designed in a way to encourage return visitors, allowing them to answer preliminary questions about your organization, possibly download a helpful resource or two, and ultimately give them the opportunity to decide on their own that you are a great fit.
Although you may think of your senior care personas as less tech-savvy, the truth is that they are quickly becoming more comfortable embracing technology. Roughly 7 out of 10 Americans ages 50 and older own a smartphone, and nearly half of all global web traffic has consistently come from mobile since the beginning of 2017. This means that your company’s website should make it easy not only for prospects to do preliminary research, but for them to do it from any device.
2. Be a Bit More Social
Possibly more popular than online research via mobile devices is the use of social media. Social media has become increasingly popular with seniors, with 46 percent of Americans who are 65 and older using Facebook. As a senior care marketer, part of your job is knowing your audience and which channels they are interacting with. Your company’s consistent activity on social media allows prospective customers to become familiar and engage with your brand.
Paid social media advertising, specifically Facebook ads, is another option for putting more targeted messaging in front of those key audiences. This strategy, along with paid search allows you to provide timely information that addresses your prospects’ pain points and shows how your organization can meet their current needs. Paid advertising can help position your brand as the go-to expert and solution.
3. Explore the Benefits of Video
We can all agree that a well-executed video, even just a short clip, is often more effective at getting messages across than written content. It’s no different in the senior care industry. Although videos such as resident spotlights or a virtual tour of your company are commonly used as a source of brand awareness or as part of the initial introduction to your organization, there are also several benefits of using video for leads further in the funnel.
Videos are mobile-friendly which, as we’ve mentioned, will only continue to be a priority for your audience and makes it easier to gain a higher number of views. Video is also a great way to improve your company’s SEO and drive more traffic to your website. Incorporating a call to action (CTA) into certain types of video content can give prospects access to more of your valuable resources. All of this engagement with video will take leads deeper into the Buyer’s Journey and bring them closer to becoming your customer.
4. Let Lead Generation Take You to the Next Level
Speaking of leads, if you aren’t taking advantage of email marketing and other lead generation tactics, now is a great time to start. Not only is email a great way to provide targeted information to your contacts, but it can also help you better understand your lists and segment them to provide more relevant content for all of your subscribers moving forward.
Though they can be used in a variety of ways—from sending initial promotions to nurturing leads following an interaction—emails are just one piece of the lead generation puzzle. Well-designed landing pages are crucial for capturing lead data that helps you better understand the interests of your prospects. Beyond blogs and social content that many of your competitors are also sharing, you can offer unique and more comprehensive resources (such as an e-book or infographic) to give users an incentive to add their contact information to a landing page form. This gives your sales and marketing teams what they need to further nurture leads.
5. Provide a More Personalized Experience
One of the many benefits of using landing pages and collecting data on your prospective customers is the ability to offer them a more personalized experience with your brand. The more you know about each contact, the more you can tailor what you put in front of them. Research suggests that 80 percent of customers want more personalization, and many would show more loyalty to a brand that clearly demonstrates knowledge of who they are. The key to personalization is getting accurate data and using it correctly; better to have no personalization than to use the wrong name or something that feels obviously automated and negates the personal connection you were aiming for.
Tying It All Together with Content Marketing
What’s at the core of making all of these senior care marketing strategies successful? Content. From your website to social media to lead generation and beyond, if the messaging doesn’t connect with your personas, the rest of your efforts will fall flat. Your content marketing strategy is responsible for making the first impression of your brand a lasting one.
Ready to learn more about creating an unstoppable content marketing strategy with measurable results? Download SmartBug’s Ultimate Content Marketing Checklist for a helpful guide to developing resources and, more importantly, getting that content to convert visitors into customers, even amid the uncertainties we are all facing this year.