If you’re trying to market your senior living community, inbound marketing is the ideal strategy for accomplishing your goals. Inbound marketing allows you to find potential clients who are already interested in senior living communities in your area: those who already live nearby, are looking to move into the area, or who are interested in the type of unique community you have worked so hard to create. Consider these advantages of inbound marketing for senior living communities.
1. Inbound marketing allows you to provide answers to questions for both seniors and their adult children.
The decision to move into a senior living community is a big one for many seniors and their adult children. Both potential audiences may do a great deal of research before they even make a decision to move, much less choose a senior living community. If you want to reach your ideal prospects, starting during the initial research stage is the perfect way to raise awareness of your community and start to develop trust between you and a prospective resident. Seniors looking for a community, for example, are more likely to fall in love with one that’s constantly in front of them when they search for information about communities in the area. Their adult children may be more likely to trust a community that has provided transparent answers to all of their questions online. By creating a solid content library, you’ll find that inbound marketing can provide a valuable tool for answering those questions.
47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Demand Gen Report, 2016) (Source: https://www.hubspot.com/marketing-statistics)
2. Inbound marketing offers the opportunity to further nurture your prospects.
While you want to provide access to a large library of content for seniors and their adult children who are in the early stages of choosing a senior living community, you don’t have to provide access to all of that information right there on your website. Gated content–ebooks that share more information about moving into a senior living community, for example–can help you gather a contact list and connect more effectively with prospective residents and their families. Once they have provided an email address to access that gated content, you can get back in touch, sending out emails about other relevant information or touching base if a particular prospect falls away or stops showing interest.
Businesses who nurture leads make 50% more sales at a cost 33% less than non-nurtured prospects. (Strategic IC, 2017) (Source: https://www.hubspot.com/marketing-statistics)
3. Through inbound marketing, you can become a valuable part of a senior’s life long before they join your community.
Your social media page is an incredibly valuable chance to offer information to seniors throughout your city long before they’re ready to move into a senior living community. Your social media accounts allow you to share information about local events, highlight articles that could be of interest to seniors or their family members, or even invite city residents to events within your community. As a senior living community, you are not isolated from the rest of your city. In fact, you can become a vital part of it, enhancing seniors’ lives well before they’re ready to move in. Then, when they are ready to make the move, many seniors will turn to the senior living community that is already an important part of their lives. They will be more comfortable with you, your name the brand that they recognize when they’re ready to move into a senior living community–and as a result, they will have a higher level of trust in you.
Around 43% of US adults get news from Facebook. (Pew Research Center, 2018) (Source: https://www.hubspot.com/marketing-statistics)
4. Inbound marketing helps maintain transparency.
When adult children look for information about a senior living community, they want to find a place where their aging parent will be well cared for. Ideally, these individuals want to find a community that freely offers information about its activities, seminars, and events as well as the staff on hand to care for their parents. Through your inbound marketing efforts, you can freely and transparently share that information. This creates a higher level of trust with those adult children of aging parents, who may feel that your transparency early in the marketing cycle will extend to a higher level of transparency later, when their parents are living within your community and in need of your care. As a senior living community, providing more information on your website doesn’t just help potential residents make a decision about whether you are the right community for them. It also helps showcase your commitment to openness and honesty.
If video and text are both available on the same page, 72% of people will watch the video to learn about a product or service rather than read the text. (HubSpot, 2018) (Source: https://www.hubspot.com/marketing-statistics)
5. Your inbound efforts will help you connect with customers where they are.
As you build your inbound marketing strategy, you will likely focus hard on finding prospects where they already are. More than 21 million seniors, for example, are on Facebook: checking in with far away friends and family members, exploring new groups, and connecting with causes and places that matter to them. Likewise, many of today’s seniors are familiar with Google and how to use it to look up information. When you take advantage of these platforms, your marketing dollars matter. Instead of spending your marketing dollars to cast a wide net, you’re able to narrow your ad spending to a specific demographic that is more likely to be interested in exactly the services you have to offer: that is, the type of senior living community that you’re providing. Do you have a specialized community–one that focuses on a particular hobby or lifestyle? If so, you may be able to more specifically target your precise buyer persona so that your marketing dollars are even more effective. Through inbound marketing, many senior living communities are able to help their ad dollars spread further, which can in turn aid your budget in other areas.
Using social selling tools can increase win rates and deal size by 5% and 35%, respectively. (HubSpot, 2018) (Source: https://www.hubspot.com/marketing-statistics)
Do you want to learn more about inbound marketing for your senior living community and how you can make it work for you? Are you ready to get started with a stunning inbound marketing program that will make the most of your advertising dollars? Contact us today to schedule a fifteen-minute consultation that will help you learn more about the benefits of inbound marketing and how we can help you accomplish your goals.
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