Suzie the Senior Living Influencer
Are you making the most of your community’s senior living influencers when you are developing your content marketing strategy?
Can you believe summer is nearly over? With the end of summer comes the final segment of our 10-Minute Content Marketing Tips…
This week we wanted to use our time to talk about senior living influencers.
Most senior living communities have team members who are influencers. Those staff members who are known to be experts in their field. Team members who are passionate about what they do.
It might be a life enrichment director who is recognized for her zealousness about aging and wellness. Or it could be a memory care program leader who is an expert in creating meaningful days for adults with dementia.
Communities are usually pretty good at including their influencers in family tours or for speaking at local events. What’s rare is to see these influencers utilized in senior living content marketing.
Are you using your experts online? You really should be.
If you aren’t sure how to incorporate influencers into your content marketing strategy, we have a few ideas you might find helpful.
5 Ways to Use Senior Living Influencers in Your Content Marketing
- Expert column: Create a “Dear Ida Influencer” column for your blog. Have the influencer answer questions families commonly ask and/or use the column to address the unspoken fears families have. For example, many families fear their loved one won’t be well cared for in a senior housing community. Have your influencer discuss the nitty-gritty details on how care plans are developed and updated, how medication management works, and other programs and services that reinforce your community’s commitment to quality care.
- Add quotes: Weave quotes from your influencers in to blog posts. It’s a great way to personalize a generic blog post so your community builds a reputation as a leader online. A few quotes here and there in blog posts can make a big difference.
- Video highlights: Take advantage of Facebook Live, Instagram stories, and YouTube to create opportunities to spotlight your influencers. While they might be a bit camera-shy at first, they’ll probably realize how easy and low-stress video really is.
- Email campaigns: Match your community’s influencers with the personas you write to (you can check this out if you aren’t familiar with senior living personas) and create targeted email campaigns featuring the influencer. This can be especially effective for disease-specific programs you offer like Alzheimer’s and Parkinson’s disease, as well as for prospects with challenges such as vision loss and impaired mobility.
- Referral sources: Don’t overlook creating email campaigns like those outlined above that target referral sources. The discharge planner/social worker who handles the hospital’s emergency room might appreciate articles from your Alzheimer’s influencer. It could be a post with tips for communicating with someone who has memory loss. Or it might be tips for helping a family work through their guilt and accept that memory care offers a safe environment while also improving quality of life for residents.
You get the idea right? Identify those team members who have depth of knowledge in various topics and showcase them online.
Drop us a note if you have any questions. We’ll be happy to help!