Digital advertising is a versatile tool in senior living’s marketing toolkit. Used appropriately, digital ads can drive awareness, build audiences, and generate quality leads by driving interested prospects to your community.
Here are the top 6 paid digital ad strategies in senior living marketing today:
1. Facebook Advertising
Facebook has a vast audience and targeting options, making it one of the most effective platforms for reaching seniors and their families. Use Facebook to engage future buyers and educate them about your senior living community. Because you can target specific interests and behaviors, you can create content that your ideal audience wants to consume and share. Compelling videos, eBooks, and checklists work well on Facebook. Plus, it’s the ideal platform to promote unique events.
Be patient with Facebook and think of it as the long-game and sets the foundation for lead generation for your senior living community down the line. You are building relationships that will pay off in the long run.
2. Google Ads
Google Ads is a powerful platform that allows you to target specific keywords, locations, and demographics. Google Ads uses a pay-per-click model which means that you pay only when someone clicks on your ad. This can be a cost-effective way to get in front of a large audience of active potential customers and generate quality leads for your community.
Adwords attract buyers; use this tool to drive people to schedule a tour.
This strategy on both Facebook and Google allows you to target future residents and their families based on their location, making it a great option for senior living communities. Use this technique to target people who live near your community and invite them to an event you’re hosting.
4. Instagram Advertising
This platform has a significant audience and targeting options, it can be effective for reaching younger generations. Create visually appealing images and videos, and use relevant hashtags to attract the families of seniors and future employees.
5. TikTok Advertising
This platform can also help you reach the younger family members of future residents. Create short, catchy videos and use relevant hashtags and sound bites to attract this audience. Only use TikTok if you can generate a large volume of videos, as it is time consuming to build an audience and you can lose them quickly if you don’t keep your content fresh.
6. Retargeting Ads
Retargeting allows you to serve ads to people who have already shown an interest in your community by visiting your website or engaging with your content. By retargeting these individuals, you can remind them of your community, maintain top-of-mind awareness as they conduct their search and encourage them to schedule a tour.
Digital Ads for senior living can help you generate leads in both the short- and long-term. It takes constant optimization to generate leads consistently. Digital advertising is subject to targeting restrictions based on Fair Housing laws. Like many other marketing strategies, it is not a “launch it and forget it” tool and requires regular management.
When integrated with other marketing programs, digital advertising delivers consistent results for any senior living community. Let us help you build a Digital Advertising strategy that meets your lead generation goals.