The world of digital marketing is ever-changing. What is trending today may not be tomorrow. And what’s going to be trending in six months might not even be created yet. Of course, you want to help your senior living community thrive and stay current, but how do you know what the next big thing will be?
At Markentum, we know how important it is to get ahead of the curve and develop a marketing strategy that drives results for our partners. To help you get (and stay) ahead this year, we want to share the top digital marketing trends you can expect to see in 2022.
Type of Content
Creating relevant and high-quality content has always been important, and that is not changing anytime soon. In fact, it may be even more important than ever. Producing content that your target audience is looking for builds trust in your brand and improves your reputation.
What is changing, however, is the type of content or medium of content that your audience is looking for. Bitable reported, “by 2022, online videos will make up more than 82% of all consumer internet traffic – 15 times higher than it was in 2017.”
Why is this the case? “Viewers retain 95% of a message when they watch it in a video. Compared to 10% when reading it in text (insivia).” Another statistic from HubSpot states, “72% of customers would rather learn about a product or service by way of video.”
This data tells us that creating relevant video content is becoming more and more crucial for getting your message across and reaching your target audience.
Let’s Get Personal
One of the other digital marketing trends to look for in 2022 is a more personalized approach to engaging with your audience. Gone are the times of formal, all-encompassing messages. In today’s world, consumers want to feel special, and one way for marketers and businesses to make their audiences feel special is to get to know them.
An Epsilon survey found that “80% of respondents [indicated] they are more likely to do business with a company if it offers personalized experiences and 90% indicating that they find personalization appealing.”
For example, a woman is searching for a senior living community for her Mom and has narrowed her options down to two. Both offer similar services and amenities, but only one has taken the time to get to know her mother and shared resources and information applicable to her family’s needs and preferences. Which community do you think she will choose?
Hosting Hybrid Events
People naturally want to connect, but the pandemic has changed how we do this. Even though many businesses are open with safety procedures in place, some people still feel more comfortable staying home. In order to reach and connect with as many people as possible, hosting hybrid events is the way to go.
To improve your senior living marketing strategy, consider offering and promoting in-person and virtual tours of your community. By doing so, you can form relationships with your audience without limiting your community. Additionally, this shows that you are willing to be flexible and cater to what each person needs or prefers, helping you form a more personal connection.
Optimizing your website for mobile use may have been a second thought in the past, but now it is a necessity. Nowadays, many people use their smartphones or tablets to get online, so your website needs to be optimized for these platforms. From SEO benefits to an improved user experience, thinking mobile is a must for your business.
Simple ways to emphasize this in your senior living marketing strategy include Accelerated Mobile Pages (AMP) that increase load times on mobile devices and optimize your content and website design for all device types.
Relying on First-Party Data
Because of increased privacy policies and Google announcing that they will no longer be supporting third-party cookies, many marketers are scrambling to come up with alternatives for their digital marketing strategies. Luckily, you can use first-party data to help you reach your target audience. Therefore, first-party data will be one of the most important digital marketing trends in 2022.
First-party data is information that is collected and owned by a business (or your senior living community) itself. This data could include how your audience interacts with the content on your website and their personal preferences when it comes to what they want in a senior living community.
While you can’t collect data on individuals who visit other senior living community websites, you will be able to target those who have engaged with your community’s content.
Updating your senior living marketing strategy and implementing current digital marketing trends is always important for helping your audience find you. Our team at Markentum can help you do this! To learn more about how we can improve your marketing efforts, contact us for a free evaluation.