Are you busy finalizing plans for 2014? Us too! We are in the final stages of putting together content plans for each of our senior living and aging services clients. We’ve been evaluating what senior care content is connecting with the families of older adults and what changes we need to make. All while keeping the Google infrastructure changes in mind. In the process of doing this, we’ve heard some great senior care inbound marketing success stories from our clients.
As a veteran in the industry, it is exciting to hear how families and older adults are finding our clients instead of the other way around. As someone who has spent considerable time marketing to physicians, churches, hospitals and other key aging services referral sources, the benefits of inbound marketing and social are beyond compare. They are efficient in terms of both human and financial resources. Here are just a few client stories to help you understand the power of inbound in our industry:
- One of the larger brands we write for shared with us that over 60% of their total leads are now inbound. While some have a longer selling cycle (because the family is so early in the process when they initially connect) this brand has truly mastered not only pulling families in, but connecting with them and building a relationship. They are so much fun to work with because they understand how each content tool and social channel work together.
- A geriatric care manager we write for found it nearly impossible to get any quality time with the social workers and discharge planners at a large health care system that dominates her market. Sound familiar? So we added a blog to her site that focuses on topics that can help those folks in their work with patients. We’ve discussed everything from the problems related to “observation status” to how to identify if a frequent flyer to the ER needs home care or assisted living. In addition to promoting the topics through two key social channels, she was able to track down email addresses for the hospital staff and consistently share the articles. Guess who has become the go-to person for elder care issues –and referrals – for the hospital now?
- A medium-sized Midwestern senior living company we work with invested in a site rewrite and an ongoing, weekly blog article that we started last spring. We also provide them with monthly social conversation starters. The combination has helped propel them to the top of the search engine results page and, more importantly, connect them with qualified family leads. Despite being a quality-centric provider at a budget conscious price point, they were consistently outranked by a smaller competitor who produced better content. Now we are outlining strategies to help them stay top of mind with families throughout the senior care decision journey.
I think you get the idea? Having a strong senior care content strategy is more important every day. If you need to learn more, here are a few past articles that will help.
The Senior Care Decision Journey
Engaging Families with Senior Care Blogs
What We Know About Senior Care Decision Makers Behavior Online
If you need help developing your 2014 strategy or need extra support producing fresh, relevant senior care content, shoot us an email. We are uniquely qualified to help. And if you join our client roster by December 1st, we will throw in a complimentary senior care guide of your choice!