What We Know About the Adult Child Influencer
Most of us know that the adult child plays an increasingly important role in the senior living decision.
In fact, research shows the adult child influencer (ACI) and/or family caregiver make up nearly half of the initial inquiries to senior living.
Understanding the ACI and how they connect with senior living communities is important.
So what do we know?
- The adult child is more likely to inquire online. Since most ACIs work at least part-time outside the home, the internet is an easy resource for them.
- Most ACIs inquire on work days and during work hours. Mondays are often the busiest. No doubt in response to a visit or call with an aging parent over the weekend.
- When they make an inquiry ACIs are concerned about what services are provided, whether an apartment is available now or in the near future, what the cost is, and how they will broach this subject with their senior loved one.
- Another source of stress is how they will help their parent or older family member downsize and make the move.
- Adult child influencers also like to use the internet to self-educate. Many are DIYers in all areas of their life. They search for more information on everything from how to install a hardwood floor to what options are available for senior care.
- And, contrary to popular belief, less than 11% of adult children are searching for care amidst a crisis. But almost half of them do say they do feel their senior family member is headed for a crisis if they don’t make a change.
Get Your Community in to the ACIs Consideration Set
What is the trick to getting the ACI to consider your community during their online travels?
Here are a few things to ponder as you are developing your content marketing strategy:
- Do you have a learning center that covers all levels of senior care?
- Is it easy for a family member to Subscribe to your site?
- Do you have tools families can download to compare communities?
- What about guides that explain the basics: senior care options, financing and downsizing?
- Is your blog rich with helpful, fresh content on a variety of senior and caregiver topics?
- Do you have an FAQ section to help pump up your SEO?
- Do you have a local strategy for each community?
- Even though Facebook can be a pain in the posterior as far as reach, it is popular with prospects. Does your have new content and photos? A combination of expert links and in-house photos/activity invitations?
These are just a few of the factors we take in to consideration when we help our clients put together their content strategy.
But its probably enough to allow you to see your website from the eyes of the adult child. And that’s an important perspective to have.
If you have any questions, drop us a line. We’ll be happy to help!