If you’re in the business of marketing an assisted living or memory care community, then you know that it’s a unique challenge. You’re not just selling a product or service—you’re selling a lifestyle. And you’re not just selling to one person, you’re selling to families.
On top of that, the digital marketing landscape is in constant motion. Assisted living SEO, keywords, analytics research, and more are crucial to add to your marketing strategy to reach more people online.
It’s a big responsibility, but luckily, there are some tried-and-true marketing strategies that can help you get the job done. Here are the top 5 marketing strategies for assisted living and memory care communities.
The Top 5 Marketing Strategies for Assisted Living and Memory Care Lead Generation
1. Know your audience, stay with the times. This may seem like a no-brainer, but it’s important to remember that not all families are alike. There are many different factors that go into choosing an assisted living or memory care community, and it’s important to be aware of them all.
Are you targeting empty nesters who are looking for a retirement community? Are you targeting families who need long-term care for a loved one? Knowing your specific audience will help you create targeted marketing materials that speak directly to their needs.
To this end, your website is a key marketing tool. Your website is often the first point of contact between your community and potential residents or their families. As such, it’s important to make sure that your website is designed in a way that is both informative and visually appealing. Below are important things to have on your website:
- It should be easy to navigate
- It should include clear calls to action
- Families should be able to easily find information about your community
- High-quality photos, floor plans, and virtual tours are important for prospective residents and families
- They should be able to schedule a tour or request more information with just a few clicks
- Accessibility is key. Make sure you have a plugin that can assist readers with contrast, text size, and more so everyone can easily read your content
Bonus Tip: What are seniors and families concerned about nowadays? In 2020, it was COVID prevention. In 2022, it is inflation. How is your community combating these pain points? Writing timely blog articles about these topics is key to understanding your audience’s needs.
2. Get Involved. One of the best ways to market your assisted living or memory care community is to get involved in the community. Sponsoring local events, partnering with other businesses, and generally getting your name out there will help build brand awareness and goodwill. Families will be more likely to choose your community if they feel like they know and trust your brand.
Pitching your volunteer or donation efforts and events to local media is a great way to make the news and reach your target audience organically.
There are several opportunities already at your fingertips: the partnerships you’ve made with organizations, volunteers, and healthcare providers who regularly visit your community.
- Performers and musicians
- Schools in your area – elementary, middle, high schools, community colleges, and universities
- Hospice and home health providers
- Hospital case workers
- Animal therapy groups
- Volunteer organizations
Bonus Tip: Make sure to add all of these partners and providers to your social media page! Expand your network organically and reach more people by tagging your partners’ pages in photos or videos.
3. Use Social Media Wisely. Social media is a powerful tool that can help you reach a wide audience with minimal effort. But it’s important to use social media wisely—posting too much or posting irrelevant content will turn people off and make them less likely to choose your community. Instead, focus on creating valuable content that will educate and inform families about assisted living and memory care options.
Platforms like Facebook and Twitter provide an opportunity to connect with potential residents and their families, and to share information about your community. It’s important to post regular updates, and to respond promptly to any questions or comments.
- Post candid photos of your smiling residents and staff
- Promote upcoming events
- Keep families informed with timely updates
- Share your website and the important content on it
4. Get Personal. When you’re marketing an assisted living or memory care community, it’s important to remember that you’re not just selling a product—you’re selling peace of mind. Families want to know that their loved ones will be well taken care of, and they want to feel confident in their decision. The best way to do this is to get personal in your marketing efforts. Share stories about the staff, the residents, and the day-to-day operations of the community. Let families see what makes your community special so they can make an informed decision about whether it’s right for their loved ones.
5. Focus on SEO keywords. One of the most important aspects of digital marketing is search engine optimization (SEO). When families are searching for assisted living or memory care options online, you want your community to be at the top of their list of results. To do this, you need to focus on SEO keywords that potential residents are likely to search for when researching their options. Identifying these keywords and incorporating them into your website and blog content will help improve your search engine ranking and ultimately result in more lead generation for your community.
Marketing an assisted living or memory care community requires a unique approach—one that focuses on getting personal, educating families, and building trust. Researching assisted living SEO and unique memory care lead generation tactics are important aspects of any marketing strategy. By including these elements, you can be sure that your community will be visible to potential residents and their families.
Creating an effective marketing strategy for an assisted living or memory care community takes time and effort, but it’s well worth it. By following the steps outlined in this guide, you can make sure that your community is well-positioned to attract the right residents.
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