While you should always target the seniors themselves, there are other demographics to consider. If a senior needs help to make a community decision, the likelihood that they’re going to turn to their children for guidance is high.
Depending on their parent’s age, this audience may be assisting financially or serving as a primary caregiver. Being a tech-savvy generation, they’ll be more receptive to online marketing efforts. Their influence can make or break your community.
Here are some factors that can impact your appeal to adult children.
SEO
What are most consumers’ main source of information about living arrangements? Google! With a good SEO strategy, your facility should be one of the top communities they see.
The main goal of SEO is to make your facility visible and provide credibility. You’ll have a competitive advantage over other facilities by getting higher clicks and conversion rates. Remember that most clicks come from the top 3 search results on Google. If you’re not making the cut, you’re missing out on a ton of sales.
So, where to start? Focus on keyword optimization, updating your website, directory listings and posting original content.
Establish Trust
Alongside SEO, you’ll need to keep your content updated. When someone clicks on your website, are they directed to an outdated home page? Is your content updating everyone on recent events? Can your audience easily find information on your staff?
What are your most frequently asked questions? Your website should be a hub where users can find easy and accessible answers. When you’re working on your SEO strategy, one of the goals should be to establish yourself as a subject matter expert for all things related to senior care.
Brand Yourself
Every aspect of your brand should be memorable and recognizable. It should be rooted in what makes your facility unique. A good brand has synchronicity.
Every platform, every page should take your audience on a journey. This includes everything from your logo, to your campaigns, to your staff relations. When you release advertisements, they should seamlessly transport the audience to your website, where they should be able to schedule an appointment to visit your community. Everything should be part of a greater package.
If you’re looking for a Director of Marketing and Sales to give your facility the extra boost it needs, email info@jdisearch.com