Are you writing for the masses or targeting your unique senior living audiences?
We see a concerning number of senior living websites that seem to be targeting very generic keywords, such as assisted living or memory care.
While you definitely want to target those keywords, it needs to be in the context of creating a site that is rich with relevant resources.
Your senior living website should answer questions. Inform visitors. Connect.
Content That Connects
We’ve talked before about creating different personas for each of your unique senior living audiences.
While it’s an upfront investment of time and resources, nailing down where your referrals are coming from and what audiences you are missing is essential.
Yeah, we know your To Do List is likely overflowing after the rush of the holidays.
And you may be feeling a little sluggish from all those glasses of rum spiked eggnog and sugar cookies.
But taking time to truly define all of the different senior living audiences you should be targeting, along with a true picture of who they are and what they need, will put your content marketing ahead of most other providers.
Potential Senior Living Audiences
There are a few audiences every independent living, assisted living, and memory care community shares, such as:
- Adult child (either in a primary role or that of an influencer)
- Seniors themselves, whether it is an individual or couple
- Extended family members (grandkids, nieces, nephews)
- Concerned neighbors and friends
- Professionals, such as physicians, attorneys, hospital social worker, and care managers
Then there are others who may quietly be advocating on your behalf based on their positive interactions with your caregivers and residents, including:
- Realtors, move managers, estate planners, and other relocation advisors
- First responders and emergency personnel
- Vendors of all kinds who are in and out of your community each day
- Clergy from all denominations (some also have friendly visitor volunteers)
- Agency personnel from organizations like Alzheimer’s Association or Parkinson’s Foundation
Writing to Senior Living Audiences
Once you have created a list of unique audiences, the next step is to think about the stages of the selling and referral cycle each likely encounters.
Think about it this way…
- Carole Concerned Neighbor has lived next to the Walkers for several decades. They’ve looked out for one another for years. Mr. Walker passed away leaving his wife alone in the home for the first time ever.
- While Mrs. Walker was fine for a while, Carole has started to notice changes that leave her worrying about her dear neighbor’s safety. Most notably, that Mrs. Walker is a little unsteady on her feet and doesn’t seem to be eating well.
- Think about the Google searches Carole is likely to make early on. Senior nutrition. Falls and fall prevention. Home safety evaluation. So much more to consider than just assisted living, right?
- Do you have content on your senior living site that would draw Carole to you? And a process for capturing her email address when she does so you can continue to nurture the relationship?
- What if Carole waits a little longer to reach out? Based on your experience talking with people like Carole who tour your community, what is the next step on their journey? Think about what drives them to call or visit. Explore those searches and keywords.
See where we are going with all of this?
If your content isn’t drawing qualified families, friends, neighbors, and more to your site, set a goal for 2020 to be more strategic with your strategy and to tackle these audiences one by one.
If you need a little help, drop us a note! We will be happy to help.
Until next time,