Social media marketing is a rising aspect of business success. Pew Research reported an upward trend as of 2018, saying that 72% of all Americans are on social media. You may have the stigma in your mind that social media is only for millennials, but Pew Research proves this to be incorrect as well. Age groups ranging from 18-years-olds to those 65+ are on social media, and their numbers are growing by the day.
Whether you are trying to reach seniors, their children, or even grandchildren decision-makers, social media can help. Both organic social media and paid advertisements across social platforms can help your senior living community stand out from the competition. This is especially true as we continue to battle the effects of COVID-19 and all of the restrictions it entails.
KEEP IT ORGANIC 💻
When you talk about the value of social media, you have to consider its impact on other aspects of your community. Whether you're diving deeper into your target audience to better serve them, building awareness for your senior living community, or engaging with your current residents and family members - social media plays a role in nearly every part of your business!
With 53% of the total global population using one or more social media platforms, it's important to remember that social media engagement is critical!
By engaging and building valuable, authentic resources for your community, you're not only generating leads and audience members, but you're also building brand awareness.
Create Meaningful Content
Using your search traffic data, social listening efforts, and on-site engagement, your social media presence helps to confirm what your target audience is looking for in content.
There are three things to remember:
- LEARN & IMPROVE - Build authority, drive connections, and increase engagement!
- EXPLORE & DISCOVER - Find new ways to get creative with content.
- QUESTION & ANSWER - Seek a solution! This type of content serves to meet customer support needs.
What are the Best Platforms to Use for Your Audience?
Social media marketing is an incredible avenue for your senior living community. With over 2.7 billion people on Facebook alone, it's safe to say that your desired audience may be online!
Research shows that the most effective social media platforms for older adults are YouTube and Facebook.
Due to the human touch that social media encourages, these examples can benefit your senior living community’s social media marketing efforts.
- Families and friends love seeing what their connections are doing! You can use social media to share pictures, videos, live events, and activities that your residents participate in. This goes for your team and staff members, too. It helps prospects see more of the behind-the-scenes commitment you have to your residents.
- Share events and activities that you're hosting - this can attract leads and potential new residents. Sharing the fun in your community can help a future resident envision what life could look like there.
- Social media can prove to be a great source for lead generation. Offer a newsletter, brochures, free tours, and other resources that will be valuable to your audience. You can share move-in specials and new features that potential residents will be interested in learning more about as well.
For additional lead generation ideas, consider working with a social media marketing agency like Markentum. A digital marketing agency can help plan, create, and implement a social media strategy, including creating content. In addition, they can help monitor your social media pages and work with you to increase brand awareness, adjust marketing efforts, and increase revenue.
Markentum keeps up with current social trends in the senior living industry and across all industries. We have a passion for senior living and want to help you with your occupancy rates. Our goal is not to "run" our partners' brand accounts but to provide consistency and support to lay the foundation for their brand growth.
PUT MONEY BEHIND IT 💰
When considering paid advertising for your senior living community, you may find yourself asking, “Why pay money to advertise when it’s free to have a social media profile?” While organic efforts are important, they only reach your current social media audience. Running paid advertisements on different social media platforms will give your senior living community further exposure and reach a larger audience than you could organically.
Digital advertising typically includes search advertising, display advertising, and social media advertising. There are a few types of options with each of these, but all of them offer some sort of pay-per-click (PPC) model (you pay whenever a user clicks your ad). Each type also offers different objectives or goals and can be optimized to achieve the varying goals you may have.
Keep Your Ads Visual
When it comes to digital marketing for senior living, you must showcase what life is like at your community. People want to know what their life or their loved one’s life will look like if they move in. Fortunately, various ad types across the different channels can help you paint this picture. From video ads to carousel ads (which offer multiple photo slides so you can share floor plan information, community amenities, etc.), ad formats will show your target audience exactly what they can expect if their family member decides to join your community.
Benefits of Working with a Digital Marketing Agency
Hiring a digital marketing agency is a great way to streamline your marketing efforts. When you partner with an agency, you receive a full team of professionals focused on your advertising efforts and can take the guesswork out of advertising for senior living.
When you use traditional marketing efforts, such as bus wraps or newspaper inserts, you cast a wide (often more expensive) net without knowing if there are any fish in the water. Whereas digital advertising uses specific targeting to find those fish first, then sends out a more controlled net to capture your leads. Not only do agencies have more advertising experience, but they are always researching and learning new aspects of the industry. Advertising is a quick-changing world where best practices are continually changing, and Markentum works hard to stay up-to-date on these trends.
Beyond digital marketing knowledge, Markentum understands that senior living is a highly competitive industry and that choosing a senior living community is a high ticket sale. Your agency can create custom graphics and copy to help relay the value and personal touch of your community.
As an agency, Markentum also has relationships with contacts at different advertising platforms that we meet with regularly to learn about changes and improvements being made. We also attend industry-specific conferences such as the Traffic & Conversion Summit and take courses to learn new things through HubSpot Academy, Facebook Blueprint, Google Skillshop, and more!
DIGITAL ADVERTISING IN COVID TIMES
For the senior living industry specifically, paid advertising has become even more important since in-person tours and/or on-campus visits have been restricted or unavailable due to the pandemic. While you and your communities are working hard to protect your residents, it can be challenging to also find time to grow your marketing and expand your reach. This is where Markentum can help with advertising strategy, management, and optimization of your digital advertising budget.
COVID Changed the Way Users Make Purchases
At the start of 2020, internet and social media usage were steadily rising, with 75% of consumers going online before deciding to make a purchase decision. When the pandemic hit, time spent online and on social media sites and apps grew exponentially. Users self-reported a 9%-26% increase in the amount of time spent on social media during the first few months of the coronavirus pandemic when compared to 2019.
With more people spending their time online and on social media, there have also been significant changes and impacts on digital advertising. If and when quarantine restrictions are in place, people stay home, reducing the effectiveness of traditional advertising outlets, like billboards.
As a digital advertising agency that works exclusively in the senior housing industry, Markentum knows how important it is to differentiate yourself and stand out from your competitors.
If you want to learn more about our social media marketing or paid advertising services, we invite you to contact us for a free evaluation!