Great content is at the core of online relationships with families. Great senior care content needs to be a combination of three elements to succeed. It should be Educational – Informal – Conversational. Senior care content can help you build an online relationship that leads to a personal “What can we help you with Mrs. Caregiver?” And that is what leads to the senior care sale.
Without relevant senior care content, you really have no chance of building a relationship. Because let’s face it… You aren’t all that interesting when your website is like the lyrics from an old Toby Keith song ….all about… you, you, you, you, you… One big sales pitch.
We think about family decision makers all of the time at The Senior Care Specialists. What are they struggling with at this stage of their senior care journey? How are they juggling all of their responsibilities? What information do they need right now?
When we work with aging services providers, we initially spend a great deal of time retraining them on how to think about their home care or assisted living content. Most come to us having a desire to talk about themselves and how wonderful they are all of the time. There is a place for that. Families do use senior care websites in their discovery process. They use it to see if you have a Memory Care program or if you offer in-home care in your independent living apartments. But that isn’t the core of the senior care relationship online. We like to think of it as the difference between asking a family an open-ended question when you have them on a tour and a closed one. Which one helps you build a relationship? We all know the answer.
You need senior content that meets families at the touch points and triggers along the senior care decision journey. What is keeping the dutiful daughter up at night this week? For example, an Alzheimer’s caregiver may feel like the unusual behaviors her loved one just started exhibiting will keep her from finding a home care companion or an assisted living partner who will accept them and care for them. When it fact, the behaviors she is witnessing are common ones. Do you have content that addresses that concern? Whether it is sundowning or paranoia if you have senior care content that addresses their concern, they start to see you as an industry expert. That is how you begin to build the bond with the family online.
Have you looked at your site analytics recently? We just finished reviews with each of our clients last week. It’s a great place to start your content audit. What is keeping families on your site and what places are they bouncing from as fast as they can click their mouse? We’d love to hear your thoughts on senior care content in the Comments section below!
