September 4, 2020
By Megan Golden
It's more important than ever to reassess your marketing plan and focus on where you can make a big impact. One way you can bolster your senior care marketing strategy is by launching (or refocusing) an inbound marketing plan.
If your senior living community isn’t already equipped with a robust inbound marketing plan, you’re likely missing out on an easy opportunity to reach your customers. Inbound marketing aims to meet your customers where they already are.
Traditional marketing reaches potential customers via outlets such as billboards, newspapers, and television ads. Impersonal, right?
On the other hand, inbound marketing aims to meet your target market by providing content tailored to potential buyers’ current life experiences via blog posts, webinars, emails, free guides, and more. The best part? They don’t have to leave their house to receive any of this information.
So when your target audience is looking for a specific answer to a problem, you’ll be able to provide a solution. For example, when a prospective resident’s loved one has doubts about community living in a senior care center, especially amid the pandemic, your inbound marketing efforts will answer those questions and put their worries at ease.
One way to kick-start or improve your inbound marketing strategy for your senior living community is to create buyer personas—semi-fictional representations of your ideal customers.
Personas help you understand where your customers are, what problems they have, and what kind of solutions they’re seeking. Gathering this information helps you determine where your customers are looking for information on the internet so you can answer their questions right then and there.
Don’t fall victim to thinking the only people you’re marketing to are seniors themselves. A majority of the time, family members are the decision makers, and that’s who you should be marketing to.
The better you understand your buyer personas, the better you’ll be able to reach and nurture them through the Buyer’s Journey.
Customers are looking for a sense of security, and the consumers looking for a senior living community are no different. Fortunately, inbound marketing helps provide a sense of security by answering questions, educating customers on what they need to be looking for, and being transparent about what your senior living facility offers.
Here are some ideas to incorporate into your senior living community’s inbound marketing plan:
Addressing concerns while making consumers feel safe will be a top priority for your senior living marketing strategy.
About the author
Megan Golden is an Inbound Marketing Strategist for SmartBug. She has had previous experience with strategic campaign planning, content development, and implementing inbound marketing campaigns. She really enjoys collaborating with coworkers and clients and seeing new ideas develop into successful marketing campaigns. Read more articles by Megan Golden.