Inbound Marketing a Priority for Senior Care Providers in 2013
Home care and assisted living content development is finally beginning to gain real ground. Some providers, like Emeritus Senior Living and Sunrise Senior Living, are proving to be masterful at it. Each of their sites feature compelling content that combines video, family resources and tools, and an active blogging experience. They engage families wherever they are in the assisted living buying cycle.
And that is what good content does. Makes contact with customers. In our industry, those customers are typically adult children. Usually the daughters and daughters-in-law.
A survey done by our friends at HubSpot revealed that 47% of marketing leaders across all industries are increasing their inbound marketing budgets. They are planning to spend more money on SEO/organic search, blogs and social media. Almost half of them cite the reason for doing so as past success with inbound.
As you finalize your strategies for 2013, we would like to leave you with two interesting statistics we also gleaned from research done by the HubSpot team:
* 84% of consumers expect to find what they need online. If a family is just beginning to educate themselves about the senior care industry, will your content answer their questions?
*The inflection point where traffic increases because of deeper content, links and commitment is 52 posts. What point are you at with your content?
Let industry veterans help you pass the 52 points threshold and create a strategy that meets families where they are in the buying cycle.