Whether its ensuring your website is optimized, striking the right SEO stands for search engine optimization and in a nutshell, it means your senior living community comes up when prospects search by name, by proximity, by lifestyle, or by question. If you were a site visitor, would you trust the information presented? Seniors are said to spend more than 20 hours on online content per week. If your retirement community is struggling with any of the following issues: Let's have a chat about working together. If youre targeting seniors, use appropriate language, market on multiple channels, avoid fear-based tactics, and never underestimate your audience. Late retirees are 65-75 years who are still working and have a regular source of income. Elderly consumers rely more on relationships the brands create. 6 Ways To Target Seniors More Effectively In Digital Marketing Host an Exclusive Event Events are an excellent way to connect with your prospective residents and their families. Our marketing efforts show seniors how a home-care agency can meet their needs and enhance their quality of life. An e-book on how to know when its time to move Mom and/or Dad. I just don't know where to begin and I don't Are they on social networks? Blog This provides information about your communitys costs and amenities, offers tips for finding the right active living community, downsizing strategies, finding work, staying healthy, living a wonderful life, etc. Much of our client base comes to us through referrals, but we do get a fair amount of older people who find our services online. An email marketing system also makes it very easy for your subscribers to unsubscribe from your list (which is required by law). So youll need to offer something for free in exchange for their contact information. Your prospective residents and their families are going online to vet you long before they reach out for more information or visit your community in person. Targeting seniors specifically over email might be difficult because they might have a diminished ability to input data into webforms on company websites compared to younger generations who grew up. However, seniors also have limited time and attention spans compared to younger peopleso its vital for your message to be concise and to the point. Do they only buy when friends speak highly of the product or service? As per 2018 records, the senior population comprised 16% of the total United States population? Breaking Down Myths About Marketing To Older By Question: What should I look for in a senior living community? I know Im at a point where I need assistance, but I want to age in place with comfort and dignity.. Balancing short and long-term ROI is especially challenging, according to a new global marketing leader survey. Marketing to Seniors Retirees: This group includes seniors who are 65+ years and, have no active income, and live on fixed savings. The general first rule of thumb in marketing is knowing who you are trying to attract. Flowery language and unnecessary verbiage wont cut it with this population. Someone who is already a paying customer. Dont sell products to these seniors; instead, sell them the products utility. While a full-blown community content marketing strategy can become very nuanced and complex (including articles, ebooks, case studies, videos, podcasts, research reports, etc. Someone entering his address on a form on your site in order to get specific information. BONUS: Social media does really well when you use faces in your posts, especially in the highly personal nature of the senior living industry. And when theyre online, they spend a huge part of their time on social media: about 30 percent, or 1.72 hours per day. Having to physically read through letters is not something people are willing to do anymore. Retirement Community Marketing 101 | Top Web Design, Statistics indicate that senior citizens are a highly desirable demographic to reach with direct mail and for a good reason. The best motto that you can have when writing content is: keep it simple for seniors. Ask your sales staff about the ones who came close but didnt move in: is there a pattern as to why they chose not to? Learn more by visiting our online media kit, or schedule a free demo today! 2. An egregious example was 2018's Dear Young People, Don't Vote. That ad, sponsored by the Washington, D.C.-based nonprofit Acronym, showed older people as Our website gives them tidy boxes with short descriptions that hold links to additional, detailed web pages providing them with more information about filling the gaps in their care. Typically, seniors are not a priority in most content marketing strategies. So tailoring senior health communications to older Invitees to exclusive events feel especially welcome. Boomers today are connected. The more touchpoint options you offer, the better your odds of meaningful prospect communication on their terms. senior Senior consumers are an untapped and underutilized market. Peppers platform brings data, teams and content together to prove and improve content RoI, Streamline content creation, publishing and analysis for improved online presence, Drive organic growth full suite of SEO and content tools. 601 21st Street, Suite 300 | Vero Beach, FL 32960 | 1-800-875-3072 | info@privatecommunities.com. The needs of seniors are very different from younger generations, and thus their marketing must reflect those differences. Someone looking for information on how to start the conversation with their spouse or parents about moving to a senior community could find your post on it. The system itself will add a link at the bottom of each email you send that allows a subscriber to quit your list. Is it written by an expert or someone who knows the topic really well? Senior Living Marketing Guide: How to Build Trust and Get More Blog at least once a week and youre adding at least one new page to your website each week. GfK then averaged marketers answers across the three pillars to generate a CMO Outlook Index. It also must really speak to their wants and/or pain, as it provides information that will help them get what they want or alleviate a problem theyre facing. Using their name while sending out an email or direct mailer, or having a person respond to inquiries with a simple phone call, might be good options. More importantly, your prospects want information. Before we go on, a note: while online advertising can be very effective, a holistic inbound marketing approach is much more so because youve taken the time to provide information that showcases you as an expert as you provide solutions to your prospects needs and wants while building a relationship of trust. As for advertising on social media sites, many especially Facebook are making it tougher to reach your audience organically but also are making it easier and easier to reach them if youre willing to pay a little bit for it. In fact, for seniors, offline content marketing strategies may be more effective as seniors are familiar with it and have lived more in the offline world. Some tips for direct marketing to seniors include: Be very conscious about having too much text in your letter. Although text (SMS) marketing is growing in popularity, it has yet to truly take off with this age group. Start by setting your community up on the following review platforms: Then, send a thoughtful email to new residents and their families (as well as longtime residents who love being at your community) asking them to take a moment to share their thoughts and leave a review about their experience. For example, if youre an assisted living facility in Scottsdale, your marketing campaigns and content topics should go beyond best assisted living communities, and instead target keywords and phrases like best assisted living options in Scottsdale, or Scottsdale assisted living virtual tours., Some tools for checking and improving your local SEO results include:HubSpot Website GraderGoogle Search ConsoleUpCity SEO Report CardSeolyzerMOZ. Image selection is a very important factor when marketing to seniors. Marketing to Seniors To successfully market to seniors via direct marketing means you need to know their preferences. Once you connect, you can promote their content via your blog, social media sites, etc., and they can do the same for you, thus growing your own network exponentially. Visitors to your site immediately begin forming an opinion of your communitys quality, legitimacy, reliability, and trustworthiness. Web1. Copyright 2023 PrivateCommunities.com. She previously covered social media and creators for Ad Age, and is a graduate of the Craig Newmark Graduate School of Journalism. Special offers are just that: move-in discounts, special rates, etc. But, again, it needs to be done well from the beginning. Fortunately, by taking a few measures and utilizing various tools and technologies, you can create custom direct marketing solutions for seniors that will generate more leads than ever before. With many senior living community options from active adult 55+ communities to independent living to assisted living, skilled nursing facilities, and more how can you ensure your senior living marketing efforts are reaching and attracting the right people to your community? Aging is often accompanied by deteriorating vision and memory capacity, so try not to use smaller font sizes than 10 point when creating letters aimed at seniors; this makes it easier for them to read your message. If your community isnt actively involved on social media, youre missing a big opportunity to reach and connect with seniors and their families. It may be hard to track which potential clients were influenced by your companys representatives because everyone in town can attend one of their shows, even if they are not really interested in purchasing anything from you. Email Using email to share additional information with the people whose email you have captured on your landing page. In addition to forging bonds with your social media followers and broadcasting your informative and problem-solving content to them, social media itself allows you to connect with influencers within the senior, aging, lifestyle, healthcare, and assisted living communities. Broadcasting your content as well as engaging with your target audience on social channels is a terrific way to get those relationships started and nurtured. The key is in utilizing direct marketing because it means your business can target a precise audience and make sure youre reaching exactly who you want. Keep your messages brief and concise but also meaningfultry including humorous anecdotes about yourself or the company youre representing. So lets get down to the meat of the matter: how to truly market your senior living community online so that prospects will find you, decide your community is the community for their family, and either become a resident themselves or help their parents choose you for their later years. That tells me that marketing to seniors online works. But thats only the beginning. A Place for Mom (powered by Senior Advisor), Have a clear message with obvious calls-to-action. Internal links within your content help people navigate easily around your site and also can help Google crawl your site all the more. An e-book on how to set up financial power of attorney for a parent who can no longer handle his or her finances. Avoid inside-out thinking in long term marketing efforts. Where do they get most of their information? (These pages are called landing pages because visitors often land there after they clicked on a call-to-action (CTA) link or button.). When Senior Living Centers are thriving, our Seniors get better care. Spending all of this considerable effort to get more visitors to your site will do your senior living communitys sales team no good if you cant collect visitor contact information. A 2,000-word post is better because 2,000 words allow you to dive deeply into a topic. The market is divided into active retirees and late retirees for senior citizens. An inside-out thinking in your marketing approach means your focus is on the products, processes, tools, and systems youre using instead of your customers perspectives and needs. Facebook is still the most popular social media platform, with over 43% of all seniors using it; Although many prefer Facebook, they do not necessarily gravitate towards it in the same way as other age groups. You may have several hundred email addresses already, but you must make sure the owner of each address truly gave you permission to send email. Page titles, site copy, image descriptions/captions, and meta data should strategically use the keywords relevant to the page content. Someone else wondering how to exercise while sitting down will read your post (if you write about it). What kind of personality do they have? By knowing the general preferences of seniors, you can improve chances of generating leads by using direct marketing methods such as postal mailings and telemarketing. 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Best practice with senior living community email marketing is to reach out to your list 1-2x a month. If your business does plan on sending out text messages as a form of advertising, you should find ways to market through social media or send out eNewsletters instead. We see the Senior Housing space coming out of the pandemic and, Read More Assisted Living Marketing Company Helps Increase Occupancy RatesContinue, Todays seniors grew up in a world very different from what it has become, but that doesnt mean that they are all unable to grasp modern technology. Social Media Marketing to Seniors. . You didnt pay for advertising on Google or other search engines for your high rankings on search results pages you did it organically.. You therefore want to be sure your website: Time was just five years or so ago that search engines showcased those sites that had keyword-rich content. Our marketing materials focus on helping them attain their desired lifestyle rather than on the cost of services. Its vital to the, Read More Search Engine Optimization for Assisted Living Facility (SEO)Continue, Arlington, TX (January 21, 2022) Aveta Marketing announced today that they will be helping the Senior Housing industry increase occupancy rates through online digital marketing mastery. As mentioned in part 1 above, Google wants specific and expertly written information. Readers dont appreciate advertorials.. A website is the backbone of any business, senior living community or otherwise. The real beauty of online advertising comes in two forms: When most marketers talk about online advertising, theyre more than likely referring to pay-per-click (PPC) advertising on search engines such as Google and Bing, etc. Whats more, many younger boomers are looking for a senior living community for their own parents (ages 75 and older) while the older members of Generation X (now entering their early 50s and squarely in their 40s), may be starting to look for senior community for their own older boomer parents (now starting to hit 70). In this post, we will break down our best advice for marketing to seniors and share examples of senior living and retirement community marketing ideas that can help you generate leads and increase sales. This is called permission-based marketing.. Market to seniors with images and content. And if part of your marketing plan includes generating a high volume of targeted leads who are the right buyers for your community, PCR can help. The survey found that these marketers usually had more say in product development and pricing decisions. Of that group, 60% said they spend at least 70% of their marketing dollars on long-term brand building. This is done by those who work for the company and earn commission based on how many sales they make. Hence, content marketing strategies for seniors should focus on the same. Be sure to include a link to the review platform so they can access with a simple click. This form can be simple (name, email and/or phone number) or complex (name, email, phone number, address, company name, title, etc.). Shutterstock Todays seniors dont look anything like the stereotypes of the past when marketing publications depicted them in wheelchairs and walking with canes. Does the content have factual errors, or even spelling or grammatical errors? News could be information about public events at your community, links to items in the media of interest to your target audience, etc. Particularly when marketing directly to seniors (as opposed to their children), a well-designed postcard or brochure can produce a great return on your investment if your retirement community direct mail pieces: We hope the ideas and examples in this guide are helpful. That is where assisted living comes in. 31 min 33 sec ago, By Adding email addresses from member lists from Chamber of Commerce (even if youre a member), trade show and conference attendees. Marketing to Seniors: 38 Special Advertising Insights - CDMG Inc Videos for your senior living community can cover almost anything related to your community, really. Another person is looking for a place to come to learn more about Medicare Part D and could come to your facility, if you blog about Medicare Part D and that youre holding a seminar on it in two weeks. As a marketer, digital channels Let us help you achieve your marketing goals. Seniors stick to more traditional marketing strategies, like direct mail and TV. Many businesses treat marketing to seniors as an afterthought, assuming that older consumers are not interested in new products and trends. People today are all about omnichannel communication and content consumption. Advertising Strategic and focused ads on search engines and social media to capture the interest of those who are currently on the hunt for a senior living community. Talk to employees your people on the front lines and so on. Another important thing that Ive learned is that they are looking for value in home-agency services. When calling older people for business reasons, your pitch should be carefully planned out. Are they looking to move themselves, or are they looking for a home for their parents/grandparents? Your content marketing strategy should give easy access for seniors to move from one channel to another, like customer service phone number, web address, email address, chats, etc., when interacting with your brand. The Distinction Between Digital Presence and Digital Experience Is Critical, Supreme Court Strikes Down Bidens Student Loan Forgiveness, Supreme Court Rules Web Designer Can Deny Services To Same-Sex Couples, Shares Of Europes Most Valuable Tech Firm Fall Amid New U.S.-Led Efforts To Restrict Chip Exports To China, Trump Wins Election In Rural OregonWith Two Votes, Parents Sue To Block Georgia Law Limiting Gender-Affirming Care For Minors. Telemarketing is a direct marketing tactic that is underutilized in comparison with email or social media promotions. The German market research firm interviewed 633 global marketing leaders about how their company marketing stacks up across impact, alignment and investment.. As such, it is especially important in being able to offer them those services and activities which they enjoy. When most people think about marketing to seniors, the first things that generally come to mind are showing older people in promotional photos or using bigger fonts. Assume that your senior recipients have limited time and attention spansthey may prefer one-page letters over email or a phone call over a letter. Your job is to make every post as informative and helpful as possible. A very important point of contention with todays seniors is how we refer to them. You can also make telemarketing work for you better by avoiding trying to sell products directly over the phone, but instead try to qualify your leads first that is, find out if a person really fits into your target market before trying to sell them something. One recent study conducted by the United States Postal Service showed that nearly half of Americans 50 or older prefer receiving offers through direct mail advertising, with a reading rate of 48% to 50% among seniors. Keywords should be used but search engines tend to focus on trying to understand the searchers intention. Good, quality information. The best way to avoid these pitfalls while also reaching potential customers is through detailed surveys about customers interests and habits that help determine where they would be receptive to advertisements. Before we deep dive into the senior market, lets know how the seniors can broadly be divided further into subgroups. Are they married (this probably is important for senior living communities), do they have children (if so, how old are they)? Marketing for seniors means paying close attention to tonebe polite, but dont overdo your use of formal titles like Mr. or Mrs. Try to talk to them on a personal level by including anecdotes about yourself or other employees working at your company. There is a huge potential and market gap that brands can exploit in this segment. First of all, ensure that you will indeed have their undivided attention by calling during off-peak times like early morning or during their leisure hours. My approach to marketing to seniors online focuses on their abilities, rather than on their declining health. reward content that closely answers search queries by placing it higher in search results.). Our marketing approach doesnt portray the common weaknesses and inabilities that come with age as devaluing their importance. In fact, seniors spend close to 50% of all purchasing dollars, and yet less than 5% of A telephone call can often have a better personal impact than text messages, emails, or letters because telemarketing allows you to speak directly with the intended recipient. Marketers said they were doing better when it came to the alignment category. According to Smart Girl Digital, 82 percent of families use online reviews to research senior living options. Direct marketing to seniors is a viable, powerful way to get your message across, but its important to know how to reach out and engage with an older audience. As the needs and tastes of seniors are different, the focus should be on effective content marketing strategy when designing content as part of your content marketing strategy for seniors. When it comes to seeing results from marketing your senior living community digitally, be prepared to be pleasantly shocked by the results! Seniors comprise an extremely large demographic, but for many senior living companies, reaching out to them can be difficult. From the search engines point of view to help you rise in search results so that prospects will find you within the very first few results new web pages are wonderful. Direct mail campaigns can be highly successful if segmented properly using demographic information or consumer preferences from existing customer lists.