Integrating senior living marketing efforts online and off…
Digital marketing has created many opportunities. It’s never been easier for senior living marketing teams to generate leads.
A well-crafted site that is consistently updated with quality content allows families to find you and see you as an expert.
All at a cost that is much lower than most offline referral sources.
Unfortunately, what it’s also done is create marketing teams that work in separate silos.
Some providers have done a great job integrating their strategies, but many still haven’t.
Integrating Senior Living Marketing
When we bring on a new client, we ask them to send us PDFs or hard copies of their offline marketing collaterals.
They are often puzzled by that request…
In addition to reviewing their website, blog, and social media channels, we like to see what else is being used to tell the brand’s story.
We find so many gold nuggets in those materials…
It helps us personalize every piece of content we create. For example, we love to see community life enrichment calendars.
That way when we are writing about the lifestyle and social activities, we can be very specific. It’s a level of detail seniors and their families crave.
Being able to say the community is home to Saturday morning stretches and Wednesday afternoon Zumba Gold is far better than “a variety of fitness programs.”
Using Online Senior Living Content Offline
There is a flip side to that: making sure clients use the great content we create for them offline too.
We’ve written about it many times here on this blog. If you missed it, check out this post or this one or even this one.
If you aren’t using the content from your resource center and blog offline or finding ways to drive traffic to it from offline avenues, you are leaving money on the table.
The bottom line is simple: integrating your marketing efforts online and off tells your brand’s story in a cost-effective manner.
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Until next time,