We have senior living partners come to us all the time looking for someone to build them a brand. One thing we often have to educate them on are all the elements that make up a brand. It’s so much more than just a logo. It is having a consistent image and message across multiple mediums.
When running a senior living community, it is always smart to hire employees who have worked in the industry before. Having senior living experience gives an applicant a considerable step up because you already know they would understand the nuanced language of senior living, reduce the time needed to onboard your employees, and prevent embarrassing mistakes.
The moment a family member walks through the door of your senior living community a friendly receptionist greets them. They can smell the fresh baked cookies laid out by the front door. On top of that, the tour is planned to a “T” and goes off without a hitch.
Storytelling is something that humans have been doing since the beginning of time. From the days around a campfire, it is the best way to evoke emotion and communicate a deeper truth. Of course, as we have developed and advanced, so have our story telling techniques. We now have the amazing ability to capture stories in real-time and have them permanently frozen in time. Not only this, but we can make these videos accessible to every person from their home, office, or on the road.
A brand is everything to a business. It's what can make a half-eaten apple represent creativity, rebelliousness, and beauty all at once. Or, turn a swoosh into feelings of dedication, hard work, and perseverance. It has nothing to do with the image (aka logo) itself. Nike's swoosh famously cost the company $35 and when they received it, remarked "I don't love it, but I think it will grow on me" and then quickly accepted it because of production deadlines. A brand is not a physical tagline, image, or product but a nebulous idea that only lives inside of someone's mind.
Everyone understands that great photos are important in creating a beautiful and user friendly website. In fact, 37% of marketers say it is the most important form of content, only second to blogs coming in at 38% (read the report here).
If you are thinking about your marketing efforts, then the question of paid ads has crossed your mind. Maybe you know of other senior living communities using them, but you've heard a mix of horror stories and great successes, so you have no idea what's right for you.
Marketing is all about understanding your audience. When marketing for senior living, this is no different! So, who is your audience? Through our data, collected by self-assigned personas of thousands of contacts we have brought in for our partners, we have started to understand what the typical audience looks like.
A professional website for a senior living company is a significant investment. You’re often spending tons of money and time to build something that has the potential to bring you a high quantity of leads and give people a great first impression of your community. But the problem is, if you don’t do anything to increase your website traffic you’ll get nowhere near the amount of traction you were hoping for.
The internet has changed the way people are buying, and it has dramatically impacted the way senior living companies are expected to market. It has given consumers a tool to educate themselves on your services before ever visiting a community.