Or at least that’s the mindset that prevents senior living providers from utilizing it.
If your community doesn’t have an online presence, you’re missing out on a significant market! With an increasing number of baby boomers on at least one platform, it’s likely that you’ve started considering launching into social media marketing.
As of 2019, 46% of adults over 65 have a Facebook account and one-fourth of them use social media to research information on brands and services.
So, what are the benefits of fleshing out a social media strategy?
Use it boost patient testimonials
You have testimonials on the brochure, on your Google reviews and you may even have them plastered on your website. Reviews are pivotal in the decision-making process for potential residents. When it comes to social media, Facebook is a platform that easily collects reviews and boosts your Google search ranking. By just creating an account, loved ones can write reviews and tag the community during their visits. This encourages others to view your page and check out the ratings for themselves.
Showcase what your residents are up to
You can use social media to share pictures, videos, and live streams of events that senior residents attend. By sharing these activities, you will naturally attract new residents by creating a visualization of them living in the community. This is your opportunity to create a consistent brand identity.
Use a multi-channel approach
Although Facebook is the most important platform for communities, each platform can serve a part of an overall strategy. While you can primarily focus on Facebook for posts and robust advertising. You can use LinkedIn to position yourself as a thought leader and a subject matter expert. For platforms that have younger demographics like Instagram, you can cultivate your employer brand and focus on attracting talent by focusing on the culture.
Advertising advantages
Social media is increasingly becoming more and more saturated, making it difficult to cut through the clutter. Depending on the demographic, relying solely on organic searchers becomes difficult, sometimes impossible.
You don’t want to get too focused on directing traffic towards your organization’s page when the page is designed to drive traffic towards your website. Because of this, most platforms offer promotion options for their posts. When you promote your post, it extends your reach to audiences that you may otherwise not touch. You can target people by age, location, interests, and much more. Unlike Google, Facebook and Instagram allow you to advertise to people that may not be searching.
Senior living has experienced robust growth with a forward-looking 10-year horizon of more growth and innovation. As demand grows, and Senior Living communities offer heightened levels of service and amenities, finding the right leadership is crucial. JDI’s Senior Living practice brings a unique blend of access to the top talent in the Senior Living while leveraging 15 years of experience placing executives in the hotel industry. JDI is uniquely able to offer organizations a blended talent pool comprehensive of top talent from both Senior Living and Hospitality, giving their clients an offering they cannot get anywhere else. If you’re interested in learning more, you can reach out to one of our recruiters here.