WHAT'S GROWING ON

As digital trends continue to change, and social media platforms become a more dominant tool, content marketing continues to be at the forefront. If you look at the digital marketing landscape, it’s multiple networks, tools, and websites pushing out the same thing – content.

The goal of your marketing efforts is to attract your target audience to your community. You create emails, blog articles, resources, graphics, and more to highlight your community’s amenities, services, and beautiful grounds. However, you may not realize that one of your strongest marketing assets are the residents that currently call your community home.

Search engine optimization, or SEO, “is the process of getting traffic from the “free,” “organic,” “editorial,” or “natural” search results on search engines.” This tactic involves creativity, research, and above all else, patience. As SEO continues to grow and search engine algorithms evolve, SEO scammers continue to reach out to businesses promising “fast results and number one rankings.”

A relatively self-explanatory term, marketing automation, refers to software that exists with the goal of automating marketing actions or efforts.

A strong digital marketing strategy does a lot of things – it allows you to build your brand, manage your online reputation, create and distribute information about your senior living community or services, and more. But, what is the end goal? 

Despite common misconceptions, email marketing continues to be a powerful tool for reaching your senior living audience and potential customers. According to Statista 2018, in 2017, “global email users amounted to 3.7 billion users… this figure is set to grow to 4.3 billion users in 2022.”

Managing your senior living contact list can be a demanding task, but a CRM system can provide the necessary assistance. CRM may mean “Customer-Relationship Management”, but these programs are for every lead, customer, or contact that interacts with your senior living community. Whatever lifecycle status a contact is, these programs allow you to fully manage, engage, and communicate with your audience.­

With so many different social media platforms, the social media world can seem confusing or overwhelming to many. However, the purpose of social media is simple – it’s a network to connect people and promote conversation, and as a business, you want to be a part of the conversation.

For many years, the goal of any website and SEO strategy was to rank number one in search results. Being number one inherently meant more traffic, more clicks, more conversions. While being number one in search results is still a solid goal, your SEO ranking and position should not be the defining factor of your senior living, SEO strategy.

As more and more senior living communities begin to adopt inbound marketing strategies, the process of nurturing leads is becoming even more important. However, many companies are unfamiliar with what “lead nurturing” means and how it benefits their community.