“Assisted Living and skilled nursing providers feel they don’t need to pay attention to digital marketing. Their census is controlled by the direct referrals they receive from the hospitals so there is no need for any investment in their online brand.”
You’ve created compelling content, engaged your prospects on social media, and your website is looking (and working) great. Finally, the online leads are rolling in. Phew! All your hard work has paid off, and it’s time to reap the benefits.
Not so fast, partner.
Increasing online leads is only half the battle. If you don’t follow through the rest of the way, many of those leads will never turn into sales. You’ve earned your leads! Don’t let them slip away.
When it comes to increasing occupancy at your senior living community, online leads are extremely important. But a lead is nothing if it doesn’t eventually end with you having a new resident.
So how do you turn qualified leads into bona-fide sales? The answer is lead nurturing.
With how technological we have become, it’s no longer enough just to have a functional website. If you want to make your online endeavors truly effective at increasing the occupancy of your senior living community, a strong social media marketing plan is essential.
Think that social media doesn’t deserve a place in senior living marketing? Think again. Remember, it is often the adult child who is conducting research on senior living communities. Seniors themselves are online too, and they’re interested in social media just like the rest of us.
Why Use Social Media?
Social media is engaging. It starts conversations and gets the attention of your audience through interest and emoition. It inscreased brand awareness and the visibility of your content. And, most importantly, social media increases traffic to your website.
Whether they’re a senior who no longer feels safe living home alone, or a child of a senior who desires a better lifestyle for their parent, making the decision to move into a senior living facility is never easy. Rest assured, extensive research is necessary to find the best option.
Today a new resident is moving in. A few family members are helping to move in her belongings and your staff is doing everything they can to make her feel welcome.
This new resident used to be just a lead.Before she had her first visit to your independent living community, she was only a name—one of your many prospects who reached out to you.
How long ago was that exactly? A few weeks? A month? Many months?
When it comes to digital marketing, knowing your audience is everything. Speaking directly to your audience goes a long way to enhancing the effectiveness of your message.
Think about how much effort and attention you put into making your lobby look good. Your furnishings, wall art, colors, and plants have all been chosen with particular care and you strive to keep everything clean, tidy, and welcoming. After all, your lobby is the first thing people see when they walk through the doors of your senior living community, and you want to make a positive first impression.
Are you incorrectly using and posting photos online to represent your senior living organization? Maybe you found your image via a Google search and then decided to post it with your most recent blog article. Or perhaps you found it on a free image site but failed to give the author credit. There is a lot of confusion surrounding the proper use of online photos. Many people assume that, because an image has been posted on the internet, it is free for any person to use however they wish. This simply isn’t true. It’s also important to note that simply giving attribution back to the original author does not negate the copywriting infringement.