Technology has transformed the way people interact and how businesses operate—especially how they advertise. Senior living communities may want to believe that traditional advertising techniques like direct mail and print ads are still the best ways to reach their audience of potential residents, but it’s simply not the case.
Today’s seniors are more comfortable with technology and social media. They’re active, engaged in their communities, committed to lifelong learning, and many are even starting businesses in their retirement years. Knowing how the aging audience is adapting to technology will help your sales and marketing teams make deeper connections with prospects by building relationships, reaching them where they’re consuming media, and offering messaging and programs that resonate with their desires.
Here are the main reasons why digital marketing is important for senior living communities:
Digital marketing includes everything from search engine optimization (SEO) and pay-per-click to social media, email marketing, website design, and conversion optimization. Let’s look at some of the keys to a successful digital strategy—one that ensures your senior living community is top of mind when potential residents are making their decision.
Nearly 75%* of seniors utilize social media. Data shows that they are on social media platforms for an average of ten hours per week, making social media a great marketing tool for your senior living community.
Facebook is by far the most popular platform among this audience, with 47% of seniors saying it is the platform they visit most often—which makes them 23% more likely than other age groups to be active on this platform. Seniors also index high for Pinterest and Google Photos. Connection appears to be a strong motivator for seniors to utilize social media, with 33% saying social media is “very important” in helping them keep in touch with family and friends.
One of the most important reasons to use social media is that it gives you the opportunity to highlight the authentic experiences and vibrant lifestyles within your community. When developing your social media strategy, keep these things in mind:
Create authentic content.
Authenticity is the cornerstone of successful social media engagement. Instead of relying solely on polished marketing messages, focus on sharing real stories, resident experiences, and the unique aspects of your community. By highlighting genuine moments and showcasing the vibrant lives led by seniors, you can inspire and captivate your audience while dispelling common stereotypes about aging.
Encourage user-generated content.
Harness the power of user-generated content to create a sense of community and authenticity. Encourage residents, their families, and staff members to share their experiences, photos, and stories on social media using community-specific hashtags or by tagging your community’s accounts.
Provide educational and/or inspirational resources.
Share articles, videos, and infographics that provide valuable information about aging, health, wellness, and the benefits of senior living. Empower seniors and their families with knowledge while showcasing your community’s expertise. By providing educational content, you position your community as a valuable resource and advocate for positive aging.
Engage in meaningful conversations.
Initiate and engage in meaningful conversations surrounding topics that resonate with your audience. Encourage open dialogue, address common concerns related to aging, and provide a supportive space for seniors and their families to share their thoughts and experiences. This creates an inclusive online environment that celebrates the vitality and wisdom of seniors.
Seniors spend an average of 21.5 hours online each week, and 24% of them say they would feel disconnected without their time online. When they need information, they turn to search engines—32% say it is the first place they go when they need information about something, and 32% say they use the internet to research local information.
So, online platforms obviously play a vital role in reaching seniors and their adult children, who are often involved in the decision of your would-be resident. It is imperative, then, to optimize your website with relevant keywords, clear navigation, and engaging content that speaks to the needs of both audiences. When optimizing your website, remember these essential steps:
Write unique page copy.
Google constantly crawls websites to identify what pages should be displayed on search engines. Typically, Google does not reward duplicate content, so make sure the content is educational and has at least 500 words. Posting unique blogs regularly will help in your SEO efforts.
Include applicable keywords.
Keywords are the industry-related terms that your potential customers are using in Google searches, e.g., “senior living community near me.” So, you need to compile a list of highly searched terms and phrases to sprinkle throughout your unique page copy. This helps potential residents find your website.
Enhance the user experience.
Potential customers must be able to easily navigate your site once they get there. It should be as easy as possible for your website visitors to see what you offer and how to get in touch with you. A user-friendly website that is optimized for seniors should include easy navigation as well as clear, easy-to-read fonts and larger text. And your site should be designed for mobile responsiveness so seniors can view it on their phone or tablet.
Regularly update reviews.
Customer reviews are very important in senior living digital marketing. They help build the credibility and trust your potential customers are looking for in a retirement community. For maximum impact, display these reviews on your Google Business Profile and throughout your site.
Include testimonials.
Along with reviews, testimonials from current residents can be a very powerful marketing tool. Hearing from actual residents about how your community helps them stay active, provides lots of opportunities for social engagement and exercise, etc., can make a big impact on your site visitors’ decision. Testimonials are also very effective in your digital advertising, particularly as targeted Facebook video ads or YouTube video ads.
As the population ages and seniors’ expectations evolve, it is crucial for senior living communities to adapt their marketing strategies to effectively engage and attract potential residents. Today’s seniors are more informed, tech-savvy, and involved in the decision-making process. Like other related industries, the retirement community market has become more competitive, so positioning and differentiation are keys to creating a relevant value proposition for prospective residents and their families.
AcrobatAnt has years of many years of experience in senior living advertising. We can guide you in developing an effective digital marketing and media strategy that fosters connection and inspires action. Together, we can showcase the unique experiences within your community, engage with your audience on a deeper level, and drive the growth of your senior living community.
Ready to chat now? Call Angela Harless at 918-938-7912 or contact her directly at [email protected].
*Source of all statistical data in this blog: 2022 MRI-Simmons Fall