Did you know that 80% of Americans are now familiar with podcasting and that men and women listen to them equally? That’s according to The Infinite Dial 2021. While listeners still skew slightly younger, podcasts can be just as effective as videos for showcasing your senior living community. Forbes reports that podcast consumers listen to 80% of each episode. This makes them an incredibly effective marketing tool for senior living when used as part of an integrated marketing strategy. They give you an opportunity to highlight the expertise of your staff, your community culture, and the stories of your residents.
Not sure how to use podcasting to spice up your community’s integrated marketing solutions? Here are a few ideas to get you started:
1. Position your team members as experts.
Interview a team member about their role and the importance of it to your residents. Their passion for their work and the impact on community residents will come across naturally when your team members are authentic.
2. Tell your resident stories.
Your residents have so many experiences that the community at large would like to hear. Think of a podcast as an extension of a natural conversation in which your team members simply ask your residents questions. Their stories will be preserved, and future residents and family members will have a front window seat into your community and the people who live there.
3. Answer frequently asked questions with actual salespeople.
What are the activities? How often does the menu change? What amenities do you offer? What’s the culture like? Prospective residents ask many of the same questions during a tour. A podcast is a great way to share that information and gives prospects an opportunity to “get familiar with” the sales team before they meet.
4. Broadcast an event.
What better way to showcase your activities, your culture, and your senior living brand than to podcast from a community event? Use a vibrant team member to emcee the event and pull residents and staff members into the “podcast studio” to comment on the event.
Share a family member's experience. For family members who hesitate to appear on camera, participating in a podcast conversation is an easy sell. In many cases, they can participate from their own home and simply answer staff member questions.
Leverage social media channels
Capturing the podcast content is the hardest part; now leverage it through your marketing channels. Managing social media content is a snap with social media platforms like HootSuite or HeyOrca. Schedule frequent pushes on Facebook, Instagram, LinkedIn, and YouTube to maximize audience reach. Use them as a CTA in email campaigns and on your website too. And don’t be afraid to share your podcasts more than once.
Notice I said podcasts in the last section. Make your community stand out by creating a podcast series with a consistent schedule. This will help you build a loyal audience and increase engagement. Experiment with different lengths and formats, such as interviews, round table discussions, and even solo episodes, and keep track of the formats that garner the most views.
Most smartphones, tablets, and laptops have fantastic audio quality (especially when you use a headset). Test these audio types in a quiet setting before investing in professional equipment. And remember that you don’t have to have a perfect recording. You can edit the podcasts if you keep your sentences short and use a consistent cadence.
Always finish your podcast with a short call to action (most likely to visit your website). This will help you track the results of your podcasting efforts and make adjustments as needed. And have fun…your enthusiasm will come across, and it will reflect well on your senior living brand.
Marketing is ever-changing. We at Markentum are constantly experimenting with new media for our senior living clients to help them stand out. If you’re wondering if your integrated marketing solutions need a face-lift, click here to request a free evaluation.