Today, let's talk about a challenging topic:
senior living marketing channels.
One of the most challenging marketing demographics out there are seniors and their families. It's a huge demographic as well according to Census Bureau’s Vintage Population Estimates, in 2018, there were 52 million people age 65 and older!
Now, I know what you're thinking - "Why is marketing to seniors and their families so difficult? They're just like any other demographic, right?" Wrong! Seniors and their families are a unique group of people with unique needs and preferences, which means that traditional marketing channels might not be as effective for them as they are for other demographics.
Let's start by looking at some of the traditional senior living marketing channels that are commonly used to reach seniors and their families. First up, we have television commercials. Sure, seniors and their families watch TV, but they're not as glued to the screen as younger generations are. Plus, with so many channels and streaming services available these days, it's hard to reach a wide audience through TV commercials alone.
Next, we have print ads. Now, I don't know about you, but the only time I see a print ad these days is when I accidentally pick up a newspaper at a hotel or airport. Seniors and their families might be more likely to read the newspaper or a magazine, but that still doesn't guarantee that they'll see your ad.
Finally, we have direct mail. While this might have been an effective marketing channel in the past, it's not as popular with seniors and their families these days. With so much junk mail clogging up their mailboxes, they're more likely to throw your mailer in the trash without even looking at it.
So, what's the solution? The answer lies in digital marketing channels
In the next part of this article, we'll explore some of the most effective digital marketing channels for reaching seniors and their families. But before we dive into that, let's take a closer look at why traditional marketing channels aren't working as well as they used to.
The biggest issue with traditional senior living marketing channels is that they're often too broad in their approach. They don't take into account the unique needs and preferences of seniors and their families. For example, a TV commercial might be great for promoting a new video game, but it's not going to resonate with a senior who is more interested in finding a reliable caregiver for their spouse. Another problem is that traditional marketing channels are often too interruptive. Think about it - when was the last time you actually paid attention to a TV commercial or a print ad? More often than not, we tune them out or actively try to avoid them. Seniors and their families are no different. They don't want to be bombarded with ads that don't speak to their needs or interests.
Finally, traditional marketing channels can be expensive. TV commercials, print ads, and direct mailers all require a significant investment of time and money. For small businesses or organizations with limited budgets, this can be a major obstacle.
So, what's the bottom line? If you want to effectively reach seniors and their families, you need to embrace digital marketing channels.
Let's continue the conversation by exploring two more digital marketing channels that have proven to be effective in reaching out to our target audience: search engine optimization (SEO) and content marketing.
Let's start with SEO. SEO is the art and science of optimizing a website so that it ranks higher on search engines like Google. The higher your website ranks, the more visible it is to your potential customers. SEO is important because it drives organic traffic to your website, which means that people who are interested in your product or service are more likely to find you.
Now, you might be thinking, "But seniors don't use the internet that much, do they?" Well, you'd be surprised. According to a study by the Pew Research Center, 67% of adults aged 65 and older use the internet. That's a significant portion of our target audience that we can't afford to ignore.
So, how do we make sure that our website is optimized for SEO? First, we need to research the keywords that our potential customers are searching for. This involves using tools like Google Keyword Planner to find out what people are searching for related to our product or service. Once we have our keywords, we need to make sure that they are incorporated into our website's content, meta descriptions, and title tags. We also need to make sure that our website's structure and navigation are easy to use and understand for both humans and search engines.
Now, let's move on to content marketing. Content marketing is the practice of creating valuable and relevant content to attract and engage a specific target audience.
Content can come in many forms, such as blog posts, videos, infographics, and more. Content marketing is important for reaching out to seniors and their families because it allows us to provide them with valuable information and resources that they might find useful. It also helps to establish our brand as a thought leader in our industry.
When it comes to creating content for seniors and their families, we need to make sure that it's easy to read and understand. This means using clear and concise language, avoiding jargon, and using larger font sizes and high-contrast colors to make the content more accessible. We should also focus on creating content that is relevant and helpful to our target audience. This might include articles on topics such as health and wellness, financial planning, and travel. By providing valuable information, we can build trust with our target audience and establish ourselves as a trusted resource.
There's still one more critical digital marketing channel we need to discuss: video.
Now, I know what you might be thinking. "Video? Really? My grandma barely knows how to use a smartphone, let alone watch a video online." But hear me out. Video is not only one of the most engaging and entertaining forms of content, but it's also incredibly versatile and accessible.
Think about it. How many times have you watched a cute animal video on YouTube or a how-to tutorial on Facebook? Video content is everywhere, and seniors and their families are no exception. In fact, seniors are increasingly turning to video content to stay informed, learn new skills, and stay connected with loved ones.
So, what types of videos should you be creating to reach your target audience? Here are a few ideas:
1. Educational videos:
Seniors and their families are always looking to learn something new, whether it's how to use a new piece of technology or how to stay healthy and active. By creating educational videos, you can position yourself as a helpful and knowledgeable resource in your industry.
2. Testimonials and success stories:
Hearing from real people who have had positive experiences with your products or services can be incredibly powerful. Consider creating video testimonials or success stories featuring satisfied customers or clients.
3. Virtual tours:
If you're in the senior living industry, virtual tours can be an excellent way to showcase your facilities and amenities to potential residents and their families. This type of video content can be especially useful in the age of COVID-19, where in-person tours may not be possible.
4. How-to videos:
Whether it's how to set up a new piece of technology or how to make a new recipe, how-to videos can be incredibly helpful for seniors and their families. By creating easy-to-follow tutorials, you can position yourself as a helpful and trustworthy resource.
But creating video content is just the first step. You also need to make sure your videos are optimized for search and social media. Here are a few tips:
1. Use keywords
in your video titles and descriptions to make sure they're discoverable in search engines and on social media.
2. Include captions or subtitles
in your videos to make them more accessible for seniors with hearing impairments.
3. Share your videos
on your website, social media channels, and email newsletters to make sure they reach as many people as possible.
4. Don't forget about analytics!
Use tools like Google Analytics and YouTube Analytics to track how your videos are performing and make adjustments as needed.
Video is a powerful and effective digital senior living marketing channel for reaching seniors and their families. By creating engaging and informative video content and optimizing it for search and social media, you can connect with your target audience in a meaningful way and drive more leads and conversions for your business. So, what are you waiting for? Get out there and start creating some videos!
In conclusion, there are many digital senior living marketing channels that can be effective for reaching seniors and their families. However, the key is to understand your target audience and tailor your marketing efforts accordingly. Whether it's through search engine optimization, social media marketing, email marketing, or a combination of these channels, the goal is to create engaging and informative content that speaks directly to your audience's needs and interests. By taking the time to understand your audience and tailor your messaging, you can build strong relationships with seniors and their families and help them make informed decisions about their health and well-being.
If You Have A Growth Mindset, Let's Talk.