Ready to build your senior living marketing plan? If you haven’t seen our previous blog, please review our initial steps in Senior Housing Marketing Plans first.
Build Your Senior Living Marketing Plan
Once you have a solid grasp of your goals, you’ll be ready to start building your marketing plan. Below we’ve detailed the various marketing channels you can work into your plan based on the goals you are working to achieve.
Digital Marketing Methods
A staggering 97% of people learn about local businesses online more than anywhere else. With this in mind, it’s more important than ever to have your senior living community show up in search results and have an online presence
Having a solid website design in place that reflects your community’s culture, values, and services is vital. Once you have a solid website to send potential residents to, start working to determine which digital avenues are best for your community.
Social media, email marketing, digital ads, and search engine optimization are all major digital marketing approaches we recommend taking.
Digital Ads
There are several platforms on which to run digital ads for your community. Your goals will play a large role in deciding if paid ads are ideal and which type will be best.
If you’re looking to bring in more leads, Google or Microsoft Search Ads targeting people searching for a local senior living community can be a great idea. If your goal is to raise awareness of your community, display and programmatic ads might be a better option.
If you’re ready to put together a plan with creative senior living ads that bring results let us know.
Search Engine Optimization
Search engine optimization is an ongoing and ever-evolving process. There are hundreds of factors that search engines use to determine which local community will show up at the top of search engine results pages. Things like your website’s content, backlinks, Google My Business listing, and other directory listings all play a major role in your rankings.
Finding an expert in senior living search engine optimization is vital to ensure your community stays ahead of the competition organically. Craft & Communicate has a team of SEO experts with years of experience increasing organic rankings for senior living communities. We are ready to optimize your community’s online presence.
Social Media
Social media is a great outlet to share your community’s personality and express what life at your community feels like. Regularly posting pictures of your community is a great way to increase awareness locally for your business.
We suggest researching which platforms are most used by your target audience to determine which will be a focus in your marketing plan. Some of the most used platforms include:
- YouTube
- TikTok
Email Marketing
Emails are a great tool for following up with top-of-funnel leads and sharing news with current residents.
It can also be a great resource to nurture cold leads. Once you have a potential lead’s email address, set up a series of automated emails about upcoming events, unique features your community offers, and special incentives.
Traditional Advertising Methods
Public Relations
Public relations builds trust in the senior living industry. Press releases and local news features can raise awareness for your community locally and also boost your search engine rankings.
Keep track of any major news in your community, upcoming events, or milestones residents are celebrating that you can create buzz around.
Direct Mail
Sending detailed mailers or postcards to a targeted list of potential residents in your area can increase awareness and supplement your digital efforts. Be sure to create marketing material that is targeted to the correct audience (reference your personas), has high-quality imagery, and has a clear call to action.
Print & Radio Advertising
Ads in local magazines, newspapers, or on local radio stations can also be a great way to reach the right target audience.
Research local publications and stations and gather details on their costs, the demographics of their readers/listeners, and the expected number of impressions. This information will help you decide if this is the right choice for your community.
Pairing these ads with call tracking numbers or QR codes can be a great way to measure your ROI.
Ready to Design a Marketing Plan That Delivers Results?
As the experts in senior living marketing, Craft & Communicate is committed to helping communities maximize their budgets and helping seniors find the best communities to live out their golden years. Contact us today to start brainstorming ideas for your community’s marketing strategy.
