How do you evaluate businesses and services you find online?
It’s a question many in senior living haven’t really been honest answering as it relates to their own business. You do know that your senior living prospects are judging you right?
Many times getting a website and a blog “done” seems to be the ultimate goal.
It’s something to check off a long “to do” list and move on.
Other than looking up your address and phone number, many providers still don’t understand the role your digital presence plays in representing your community.
There are lingering perceptions that keep providers from fully embracing the benefits of digital marketing. The one we still hear most often is that families “know where we are.”
Seriously. That’s still a thing. Marketers think families know about them just by virtue of their existence.
I’d argue these are people who Google everything from how to make how to make pumpkin spice deviled eggs in an InstaPot (yes, you really can!) to how to clean the sand filter on your new pool.
The average person conducts three to four Google searches every day.
When they are in hot pursuit of solutions, the number is even higher.
We’ve been guilty lately of letting our company Facebook page slide. And, yes, potential clients have let us know they are judging us for it.
We pinned an update to the top of our Facebook page that basically says we largely checked out because the political drama and fake accounts on Facebook was too much.
Our note encouraged folks to connect with us on LinkedIn and/or subscribe to our blog. (Which you should do right now by using the big blue box on this page.)
Yet we continued to get Facebook messages asking if we were out of business since our page looked outdated. Ditto for our blog if we missed posting for even one week.
It’s driven us to reassess our own digital presence and recommit to making sure it always looks like the lights are on. No matter how crazy busy we are helping clients.
What else are senior living prospects judging you on?
Here’s what we’ve heard over and over from our focus group families.
How Senior Living Prospects Judge You
In no particular order, families who’ve participated in our digital marketing focus groups tell us:
- They love tools, guides, and resources. Older adults and their families love things they can download, save, and even print out. If your site lacks these, prospects don’t see you as the expert you likely are. This shouldn’t be a surprise. Senior living is a complex industry that can be overwhelming. Your digital strategy should include resources and tools for each step of the journey.
- Prospects want to see photos. Seniors have a fear that they will be lonely if they move to a retirement community. Their adult children worry about that too. Photos on your Facebook page are an easy way to address this. In fact, communicating with families and prospects is probably one of the best uses of the platform. Make sure the Facebook icon is featured prominently on your digital content. Also be certain your team is updating the page daily with new events and activities.
- E-newsletters and blog updates keep you top of mind. Well-written blog posts and e-newsletters get read by senior living prospects. Those that are fluffy and uninteresting don’t. That doesn’t mean you should skip the tasty recipes shared by your chef, quite the contrary. People love those! It does mean prospects will look forward to getting your updates when they are educational or entertaining.
As we edge closer to the holidays, a season when page views for senior living companies often soar, it’s time for you to get a little judgy too.
Ask team members, residents, and families to help. Their honest feedback about your site, blog, Facebook page, e-newsletters, and everything in between is invaluable.
Shoot us a note if you have questions or need help developing a survey or focus group questions to ask families…
Until next week,