A few weeks back, we shared some background on the Google E-A-T update. We received a flood of phone calls after it published.
One overriding question was about influencer marketing and senior living communities.
People think you have to be one of the Kardashians or another reality TV “star” to be considered an influencer.
Truth is, you likely have influencers working in every department of your senior living communities already.
Taking time to identify them and strategize on how you can incorporate them in to your content marketing efforts is key.
How to Identify Your Senior Living Marketing Influencers
Some of the marketing influencers in your community are obvious ones:
- Your dementia care program director
- The chef and/or dietician on your team
- Your clinical director/director of nursing
- The executive director
- Your rec therapist (if you have one)
- The chaplain
Each of these professionals has areas of expertise that can directly contribute to content marketing strategy.
A few less obvious ones that usually have great stories and experience to share include:
- Your life enrichment director and team members
- The team member who works with the community’s volunteers
- Your transportation coordinator
- The pet therapist who visits and, of course, the four-legged therapist
- The team member responsible for landscaping and gardening
You can share the stories and experiences these team members witness every day. Give the team member a byline, even if you hire someone to write the articles. Add a photo and a brief bio. Quick videos work, too.
These stories help older adults and their families see the benefits of senior living in ways a reporter-style blog article can’t.
Team members see things first hand, such as:
- How volunteering increases quality of life for seniors who volunteer.
- The benefits of transportation for community outings and appointments, including how it allows older adults to remain connected to their religious institutions and local organizations.
- How gardening—even in containers and raised beds—promotes self-esteem in people with dementia.
- And, seriously, who doesn’t love and benefit from spending time with a furry friend?
Look for the true reality stars in your community and think about how you can utilize them in genuine ways.
When prospects see stories like these shared on social media and on your blog, they start to see the people behind them as experts. It contributes to the overall positive impression of your senior living community.
That’s a quick look at how you can use influencer marketing in your senior living content strategy.
Shoot me a note if you have any questions…
Shelley
Do you know who your senior living influencers are? Click here for a few tips on how to better utilize them. Click To Tweet