In-house marketing teams are the backbone of any successful senior living marketing strategy. By equipping these teams with the right skills and knowing when to leverage external expertise, operators can achieve more impactful and efficient campaigns.
On an episode of The Collective, Sarah Sheridan, Lead Client Strategist at Smart Girl Digital, emphasizes the importance of striking a balance between building internal capabilities and outsourcing specialized skills. She also shares her insights into industry trends, challenges, and opportunities for in-house teams. This blog captures the key takeaways, offering a roadmap for empowering senior living marketers to thrive.
3 Current Trends in Senior Living
Increase in Digital Leads
The senior living industry has experienced a marked increase in digital leads. Prospects and families now begin their research online, emphasizing the importance of a robust digital presence.
COVID-19 accelerated this trend, driving operators to allocate more resources to digital marketing while rethinking traditional channels.
“The shift to digital is undeniable, and families are starting their research online more than ever before. Operators need to meet prospects where they are—on digital platforms.”
Making sure your team is equipped with handling this influx of digital leads, whether it be internal or external, is crucial.
Remember…when it comes to digital marketing, there are thousands of things you can be doing, but only a handful that are going to make an impact. It is important for in-house marketing teams to know where to focus energies and efforts.
Blending Online + Offline Marketing Efforts
While digital marketing dominates, there’s still value in offline efforts like direct mail and in-person events. The key is integrating these strategies for a cohesive approach.
Combining digital touchpoints with tangible, in-person moments can create a seamless and memorable prospect experience. The blend of these efforts creates an omni-channel strategy that requires the right people, partners, and platforms.
Shift in Perspective of the Senior Living Industry
The perception of senior living has evolved significantly. Once viewed as end-of-life care facilities with bad reputations, today’s communities emphasize thriving, active lifestyles.
This shift has spurred the rise of care types like active adult communities, offering enriched opportunities for socializing, travel, and personal growth. Digital efforts are helping to expand and change the larger reputation of this industry.
As an organization with extensive experience in the senior living industry, we are pleased to witness this positive evolution.
Biggest Challenge Companies Face When Choosing an Agency Partner
Outsourcing vs Using In-House Skills
Choosing the right agency partner can be daunting. Companies must assess their in-house capabilities and identify gaps that require external expertise.
It’s important to find an agency that aligns with your organization’s goals, understands its unique challenges, and provides measurable ROI. Look for a partner that complements, rather than duplicates, your in-house team’s strengths.
“Make sure your agency partner truly aligns with your business goals, not just their own.”
For more insights on nurturing the relationship of aligning your agency partners with your in-house objectives, check out our blog “Digital Harmony: Aligning Senior Living Agency Partners with In-House Goals”.
Empowering Your In-House Marketing Team
Building Your Core In-House Skill Set Through Education and Training
Developing a strong in-house team begins with investing in education and training. By fostering a culture of continuous learning, teams can stay ahead of rapidly evolving marketing trends. Exercising curiosity and adaptability are key traits for marketers to succeed.
“Marketing teams that embrace a student mentality and continue learning are the ones that succeed in today’s fast-paced digital landscape.” Equipping team members with the latest skills ensures they can effectively support the organization’s goals.
Bringing Marketing Automation In-House
Marketing automation is a game-changer for efficiency and effectiveness. By adopting tools and strategies that streamline workflows, in-house teams can take greater control over their campaigns.
For those looking to dive deeper, Smart Girl Digital’s MAP w/ ME workshop provides hands-on training to build and launch automation campaigns. Sign up here to be the first to know about our next workshop.
Predictions for the Future of Senior Living
More Personalization
Personalization will continue to drive engagement, with dynamic elements woven into campaigns to create tailored experiences. From emails to website interactions, this trend will help operators connect with prospects on a deeper level.
“When prospects feel like the content is designed just for them, it creates a deeper connection and builds trust, which is crucial in senior living.”
Short Form Video
Short-form video content, inspired by platforms like TikTok and Instagram, will dominate marketing strategies. The emphasis will be on authenticity and creativity, leveraging quick, impactful videos to capture attention.
Augmented/Virtual Reality & AI
Emerging technologies like augmented and virtual reality offer exciting opportunities for senior living. Virtual tours, immersive experiences, and AI-driven insights will revolutionize how operators engage with prospects and enhance the resident experience.
Conclusion
Empowering in-house senior living marketing teams is essential for navigating the challenges and opportunities in the senior living industry.
Sarah Sheridan’s insights underscore the value of balancing internal skill development with strategic outsourcing to create high-performing, resilient teams. By staying ahead of trends, integrating innovative tools, and fostering continuous learning, operators can build marketing strategies that drive meaningful results.
Whether through adopting marketing automation or embracing cutting-edge personalization, the future of senior living marketing is bright for those ready to adapt. To learn more about our workshops and resources, you can book a call here!
Conversations from The Collective
The Collective is a conversation series with senior living professionals who are challenging the status quo of the industry. We talk to those who have forged their own path in the industry and learn what drives them and how their passion for senior living started.
Interested in being a guest on The Collective podcast? Click here.