“Digital marketing” encompasses every method of reaching out to potential customers using the Internet, search engines, social media, and mobile devices. To understand the importance of digital marketing for senior living communities, you must keep in mind that almost every customer is conducting at least part of their research online.
The majority of seniors (age 65 and above) are online, with at least 82% using search engines for research. As senior living community managers are aware, prospective customers often have help from their children or other loved ones, who are even more likely to rely on the Internet to investigate possible retirement homes and assisted living facilities. In fact, every hour in the United States, there are 6,000 online searches related to senior living communities.
Internet, social media, and smartphone usage will only increase as time goes on, in every demographic. As your most important marketing tool, your website needs to be as accessible, accurate, attractive, and search-engine-friendly as possible. Is your website effectively selling your facility?
Senior Living Community Website Checklist:
- Mobile Optimization. Enter your URL here to see if your site is mobile friendly. https://search.google.com/test/mobile-friendly
- Large Buttons and Text. The size of the words and the buttons to click or tap affects how well older visitors can use your site on both desktop and mobile.
- Easy Navigation. Make it easy for visitors to move around your website and find the information they’re looking for.
- Accurate Information. Make sure all the facts and links on your site are correct, especially contact information.
- Search Engine Optimization. Is your website appearing in search results as high and as often as you would like?
Beyond your website, digital marketing possibilities are endless. Every facility has different services, target customers, and branding, so a digital marketing plan needs to be customized just for you. However, in general these are RSPR’s most recommended digital marketing methods for senior living communities to get the best return on the dollar.
- Local Listings. Starting with Google My Business, local listings are essential to helping people in nearby neighborhoods find your community when searching online.
- Google Ads. We recommend varied Google Ads campaigns—search, display, YouTube, and more—to reach your full target market when they’re searching in Google or viewing content related to senior living.
- In addition to video ads on the platform, it’s important to have a YouTube channel and make regular video posts.
- Facebook reports that 62% of online seniors aged 65+ are on the platform, and 72% of those between age 50-64 are on the platform. We recommend posting to the senior community’s Facebook page at least twice per week. Setting up a variety of Facebook advertising campaigns will increase brand awareness, page likes, interactions with posts, visits to the retirement community’s website, and more.
- Other Social Media. Don’t underestimate the benefits of having a broad social media presence that includes LinkedIn, Twitter, Instagram, and more.
- Online Media Relations. More and more people get their news online. Get your community in the news with a media relations plan.
- Email Marketing. Use a friendly and informative email newsletter to keep in touch with prospects and the family members of residents.
Are you ready to take your marketing to the next level? RSPR Marketing + Communications takes pride in offering comprehensive marketing plans that are customized to get results for you. With experience and skill, we’re the best choice for managing digital marketing for senior living communities.