One of my favorite new sources of fresh ideas in the content world is Heidi Cohen. Like you, I am overwhelmed by the sheer volume of emails, blogs, and newsletters that come my way. So when I find someone who gets down to the nitty-gritty and gives me actionable items I can use…SOLD! I’m a follower.
This infographic I received in her newsletter today confirmed what I think many of us who write for assisted living and home care blogs have long believed. We know from analytics and increased leads and moves that senior care blogs are one of the fastest ways to grow your site and connect with family decision makers. The frustration has always been getting them to comment and converse online. One of my favorite Harvard professors is a true authority on digital marketing. She shared a similar belief with my class last year that demonstrated this same idea. She called this age group, “The Observers.”
The Observers (a.k.a. adult children) most of us work with in senior care are online and reading what we write. The majority of them have reviewed everything there is “out there” about your community before they even call you. On Facebook, we call them “lurkers.” While that word conjures up Homeland-like characters parked in nondescript vans marked “Plumber,” it really does describe the behavior.
We know we can’t change this behavior, but it is food for thought on how important it is to monitor analytics and continue to craft valuable, actionable CTAs (call-to-action) in our home care and assisted living writing.
And while we are speaking of spies – we were right? Are you psyched to watch Scandal tonight? Who do you think got shot? We have an office pool going if you want to join in. Our pot of cash will go to the winner in the form of an English Gardens gift card! Shoot us an email if you want in…
And if you need a writer for your aging services blog or support with a CTA strategy, don’t be a lurker. Send us a note!