After we wrote and shared our most recent ebook (check it out at the bottom of this page, if you haven’t already downloaded it), we received truck loads of great questions. So many, in fact, that it seemed like a logical next step would be to round up the most frequently asked ones and answer them here.
Over and over, we heard from sales team still grappling with leadership teams who don’t understand the value of content marketing in senior living.
The industry, as a whole, was late to adopt content marketing. Today, however, the competition is fierce.
If you work for an organization or supervisor who doesn’t understand how valuable senior living content marketing is, this ones for you!
Explaining the Value of Content Marketing in Senior Living
Question from a subscriber:
I’m a Marketing Director of an assisted living community. My struggle is convincing our Executive Director to invest in online content. He doesn’t think it is necessary because we are in a very small town and “everyone knows we are here.”
While we are well-known, we compete against a national chain. Since they built and opened here two years ago, we’ve seen our census dip by about 8%. They have a beautiful website with great tools and resources.
My ED thinks the census drop is due to the shiny new building and not our lack of online presence. Our site is little-more than an online brochure. Everything from the photos to the copywriting looks dated and bland. No tools or guides. Not even a blog. I don’t think anything new has been added to it in years.
Any advice you can offer in helping me sell my ED on content marketing?
SCCS answers:
First, know that you aren’t alone in this struggle. Though we don’t encounter this issue as much as we did when we launched SCCS eight years ago, we still hear it.
As the community’s marketing specialist, I’m sure it is frustrating for you. Especially given the marked drop in census you’ve experienced.
Here are a few selling points that might help convince your leadership team that content marketing has become a gold standard in generating senior living leads.
Why Small Communities Need Content Marketing, Too
- Online leads surpassed offline: With few exceptions, providers who have thoughtfully designed websites are generating more leads online than offline. Even if a family calls you to set up the tour, odds are good they’ve already checked you out online. Most of our clients say their website is one of their best sources of leads.
- Long distance searchers: Small towns like yours often have fewer employment opportunities for adult children. That likely means many adult children are researching assisted living from a city they’ve settled in to pursue a career. We know adult children are a primary driver in the referral process, so it’s likely they are finding your competitor online. And not you. Have you searched for your community online to see where you rank? Or if you rank? (A site that Google sees as abandoned—which happens when a site hasn’t been updated in a long time— might not even appear in search engine results.)
- Expert positioning: Another reason content marketing is so valuable is the tools and resources you share begin to position your community as a leader long before the family ever makes contact. For example, let’s say an adult child was recently in town for a spring visit. They noticed a decline in their parent’s personal care. While not exactly alarming, it raised some red flags. They likely jumped online to search for explanations and answers.If you had content that addressed the warning signs a senior needs assistance, the adult child may have read it. Along with a warning signs guide you offered as a download in exchange for their email. You start to build a relationship even before the adult child is ready to admit there is a problem.
- Online tours and scheduling: Brands can make it easier to get to know their community and to schedule tours during non-business hours by utilizing virtual tours and online scheduling forms. For communities who struggle to manage evening and weekend calls from families (and let’s be honest and say that is most communities), these features are winners. No more lost leads because a phone call from a prospect goes unanswered or the person who answers after hours forgets to capture the family’s contact information.
- Empower family members: This process is overwhelming for families. If your site is educational, they can read and digest it at their own speed. Some might do that quickly, while others may need time to come to terms with a senior loved one’s decline or whatever is necessitating this transition. When you create senior living content for each stage of the decision journey, you make it much easier for families to self-educate.
Still have questions? Drop us a note and we’ll be happy to help!
Until next time,