Building relationships is the backbone of successful senior living marketing. Effective communication is the backbone of solid relationships.
For senior living marketers, finding the right communication points with the right message at the right stage of the customer’s journey is a strategic job.
While many rely on traditional methods like brochures and face-to-face meetings, there are several underutilized digital marketing communication tactics for senior living operators that can make a significant impact.
Let’s explore some of these methods and how they can enhance your outreach efforts…
In this article we will cover:
Personalized Direct Mail Campaigns
In the digital age, direct mail might seem outdated, but it’s far from obsolete. According to the Direct Marketing Association (DMA), direct mail has a 4.4% response rate compared to 0.12% response rate for email.
Best Practices for Personalizing Direct Mail
- Use variable data printing to include the recipient’s name and other personalized details.
- Include high-quality images of your community and residents enjoying activities.
- Create a clear call to action that can be taken by phone or computer.
- Build a campaign specific landing page to measure results
- Use a dedicated call tracking number to measure call volume increases
- Utilize QR codes for easy access to specific URLs or landing pages
Coordinated and automated direct mail campaigns can be an effective way to increase your touch points meaningfully along the customer journey.
SMS and Text Messaging
Mobile phone usage among seniors is growing. In fact, 91% of adults aged 65+ own a cell phone and 86% of Americans over 50-years-old communicate with text messaging.
Plus…did you know?
- The average open rate for an SMS campaign is a whooping 98%. (With email, you’re lucky if you get close to 40%.)
- 48% of consumers actually prefer getting business communications via text message.
Quick Tips for Crafting Effective SMS Campaigns
- Keep messages short and to the point.
- Address immediate needs or offer quick tips.
- Send reminders for events, webinars, or community tours.
- Have a response plan for when someone replies.
- Make it easy to opt-out of receiving your text messages.
- Ensure compliance with regulations like the Telephone Consumer Protection Act (TCPA).
Map out your current marketing communication customer journey. Couple an SMS message with your email message. Monitor responses. Engage more prospects.
Informational Webinars and Virtual Tours
We all know that an in-person tour has the opportunity to be more impactful.
There is an opportunity for senior living marketers to embrace the use of virtual experiences to engage prospects earlier in the customer journey and elevate your marketing efforts.
Interactive webinars and virtual tours can create invaluable first experiences for a family researching their options for local communities.
According to a 2020 survey, 73% of adults aged 65 and older use the internet and are open to engaging through technology.
With the advancement of Augmented Reality (AR) and video tools, recording virtual tours can give web visitors a realistic walkthrough of the community and apartment floor plans.
Informational webinar sessions can be scheduled to attract Adult Child Influencers who may not be readily available for a tour.
Consider adding 1-2 virtual sessions to your marketing calendar each quarter. The topics can be top of the funnel content to support family decision making like bringing in a local expert to help with key areas of downsizing, financial planning, or other areas related to your community.
The best part about informational webinars is that you can record them and build a library of video resources for future web visitors to explore and watch – truly positioning your community as a resource to local families.
Virtual Experience Best Practices:
- Host webinars that address common questions and concerns about senior living.
- Use platforms that are easy to navigate for seniors, such as Zoom or Skype.
- Offer live virtual tours where prospects can ask questions in real-time.
- Weave these virtual experiences into the fabric of your website content, social media strategy, and customer journey mapping.
- Arm your community teams with the right technology to make these virtual experiences easy.
There are a ton of cool technology tools to help your organization implement any of these virtual experience ideas.
Community Storytelling with Testimonials
Personal stories and testimonials build trust and create an emotional connection with your prospects. Hearing the rich legacy of stories that live within your communities is a wonderful way to highlight all that your community lifestyle has to offer.
There is a huge opportunity for senior living marketing communication professionals to capture and share more of these stories.
Potential residents are going to connect with others who are living in your community. Create a way to capture these stories in a meaningful way to honor your current residents and showcase life.
Keep these videos and written testimonials easily accessible to others who are considering your community. Set a schedule for regularly updating and refreshing your testimonial library.
Collecting and Sharing Testimonials:
- Interview current residents and their families about their experiences.
- Create video testimonials for a more engaging and authentic presentation.
- Share these stories on your website, social media, and in your newsletters.
Storytelling from the resident and family perspective keeps your audience as the hero of the journey. Stories and testimonials can be used throughout your marketing efforts.
Bonus Tip: Look at your Google Reviews. Finding raving fans who are already shouting their good-news story on Google is a great place to find testimonials.
Don’t forget… the same logic works in reverse. Those families willing to sit down for a video interview are fantastic fans for leaving a positive Google review.
Review generation helps support your local SEO efforts! For more tips on proactive review generation strategy for your communities, grab our Raving Fans Ebook.
Gamification and Interactive Content
Another area of marketing communication for senior living operators is in the type of interactive and gamification content that is shared across the various digital channels.
Interactive content like quizzes and games can be both fun and informative. These tools can engage prospects while providing you with valuable insights.
Consider adding these interactive tools to key pages on your website and incorporating them into your customer journey communications. Tools like Roobrik and MoneyGauge can help be an informative tool for families making a hard decision.
Examples of Interactive Content:
- Create a quiz to help prospects determine the best type of senior living community for their needs.
- Develop simple games that educate about the amenities and benefits of your community.
- Use interactive infographics to present important information in an engaging way.
All interactive content can be used across your digital strategy – website, social media, email campaigns, and more. Have fun with creating content that is fun, upbeat, informative, and supports families at each stage of their journey.