ASSISTED LIVING MARKETING

If you’re struggling to generate high-quality leads for your assisted living facility, you’re not alone. Without the right leads, your marketing team ends up spinning its wheels, leading to reduced productivity and increased marketing expenses. If you don’t address the problem now, you’ll have trouble filling vacant units, which could make your assisted living facility less profitable.

Download the Assisted Living Marketing Guide, a 10-step action plan for maximizing your online visibility with digital marketing. You’ll learn how to turn your website into a lead-generating machine, use social media effectively and draw in leads with blog posts, email campaigns and other inbound marketing tactics.

assisted living marketing guide

“The ROI achieved in just 6 months will pay for Lead to Conversion™’s services the next 3 years. “

~ Kristen B., Riddle Village Senior Living
“We operate an Assisted Living facility. We hired LTC in October and we have seen a significant increase of inquiries for availability and have had multiple move ins a very short time. They have really enhanced our exposure on the web. Thanks LTC!”
~ Charles J., Bel Air Assisted Living

HOW TO MARKET ASSISTED LIVING FACILITY USING DIGITAL MARKETING

Here are some top senior living marketing ideas designed to make your community stand out.

assisted living marketing website design

Streamline Your Website Design

This is the focal point of your digital marketing strategy and will be the first impression and core source for lead generation online. Your website should be a virtual guide to every service your assisted living community has to offer. Make sure you have a clean and simple design that’s easy to navigate on a smartphone. If you don’t have experience in web design, don’t try to do it yourself — get a professional to design the site for you. It’s worth spending the money for an attractive, user-friendly website that doesn’t look amateur.

Your target market is going to be loved ones or family members (adult children) who are looking for a facility for their aging parents. Provide them with the details they need to make an informed decision. For example, you should include information about the following:

  • How to decide when it’s the right time to move their parents into an assisted living home
  • How they can help their parents with the transition
  • How much it will cost
  • What it will be like for their parents to live there
  • Any other relevant information

The easier your site is to navigate and the quicker it provides information, the better your website will perform.

assisted living marketing social media

Create a Strong Social Media Presence

Even though your blog may be your primary vehicle for presenting information to prospective clients, social media marketing channels (such as Facebook and Twitter) should be your main route to promoting that information and drawing leads to your website. Interact regularly with your followers on social media; it’s a great way to get information in front of as many eyes as possible.

When you’ve added new blog posts and videos to your website, broadcast the information through your social media channels. This will encourage people to go to your website, read the posts and hang around to explore your website for more information. You can also use social media to celebrate events at your assisted living facility, such as open days for prospective new residents.
assisted living video marketing

Create Informative and Entertaining Videos

Video is a great medium for giving prospective clients a firsthand look at what day-to-day living is like in your facility. Ask some of your residents to volunteer to participate in a video; perhaps they could describe what they like most about your facility and how it helps them maintain a level of independence. You can communicate the value and range of your services in just a few minutes of video.

Don’t stop there. You can also create videos commemorating special events, resident outings, activities and what it’s like for your staff to work at your assisted living facility or retirement community (CCRC). In addition to posting the videos on your website, you can share them on YouTube and use them as part of your social media marketing program.
assisted living blog marketing

Implement Your Assisted Living Marketing with Regular Seo Blog Articles

One of the most effective ways to deliver information and convert leads is via blogging and article writing. Make sure your blogs are relevant and evergreen so visitors can go back, look at archived pieces and still benefit from reading them.

Blog posts should be crawlable and easily sourced via a Google search. They should also relate specifically to assisted living topics and provide a tie-in to make your facility relevant to the article. For example, you could have posts on the importance of communal activities for residents, senior health and other ways in which a facility should offer assistance (all ultimately tying back into your community). All blogs should be search engine optimized with relevant keywords so they’ll have a high ranking in the most popular search engines.
assisted living inbound marketing

Make Use of Inbound Marketing

Of the many online marketing efforts and strategies available, inbound marketing is a great way to draw traffic and new leads to your website by giving potential clients the information they want. There are a variety of ways to do this, such as blog posts, email campaigns, videos, e-books, social media and white papers.

For example, you could offer a white paper on how assisted living benefits senior health, then promote it on social media or through other methods of digital advertising and content distribution (such as search engine optimization or pay-per-click marketing). In order to download the white paper, ask visitors to provide contact information such as an email address or perhaps a phone number. Soon, you’ll have an email database of prospective clients to follow up with and continuously build relationships with.
assisted living email newsletter

Use Targeted Strategies Such as Email Newsletters

Once you have email addresses from prospective clients, remarketing to an already-interested target audience is important. If you don’t keep them engaged with compelling content centered on senior living communities, you risk losing your audience. You can send them your monthly email newsletter, links to your latest blogs, customer testimonials and invitations to community events at your facility.

One helpful tactic is A/B marketing. This involves sending out different emails with varying subject lines and content — then waiting to see which email gets the most responses. Ultimately, you want to create value for your readers so they continue engaging with your material until they’re ready to become a client or potential resident.
assisted living marketing infographics

Share Compelling Infographics

When creating marketing content for your senior living community, you want something that can quickly grab the attention of your target audience. Your content should be exciting and eye-catching while still remaining informative. For instance, a flashy graphic might entice potential clients, but you can’t convey much with just an image. Conversely, a lengthy, condensed block of text will provide details but won’t draw in audiences. A great way to strike this balance is by relying on infographics.

An infographic is a visually based piece of content that shares an important message while remaining aesthetically appealing. Examples include:

  • Pie charts
  • Graphs
  • Diagrams
  • Lists
  • How-to’s

You could create a list that goes through the benefits of assisted living facilities, or you could make a pie chart that breaks down the daily schedule of residents. The possibilities of infographics are endless.

assisted living audience

Connect With Diverse Audiences

Is your senior living home located in a community filled with people who speak a foreign language (such as Spanish)? If so, you should make sure your page is accessible to them. Otherwise, you risk losing out on a huge portion of your potential audience.

The best way to reach multicultural audiences is by tailoring your SEO strategy. For example, if you’re situated in a region with many Spanish speakers, you should build a version of your site filled with relevant Spanish keywords. Fortunately, you don’t have to speak another language to accomplish this — thanks to translating technology, it’s easier than ever to overcome language barriers.
assisted living marketing backlinks

Establish Your Authority With Links

When choosing between senior living communities, one of the main things potential clients look for is credibility. Retirement communities aren’t a product they can return if they’re faulty — it’s a place that’s in charge of taking care of their loved ones, providing health services and giving support. One of the best ways to boost your assisted living facility’s reputation is link building. This involves having trustworthy, high-quality websites link directly to your retirement community page.

When clients discover your site through various pages, it suggests that these other sources believe your home is credible. For example, say there’s a high-ranking blog that lists the best assisted living communities in your area — it would be helpful if your facility made the list. Link building is also a great SEO strategy. The more links you have, the higher you’ll rank on search engines.
assisted living marketing live chat

Engage With Clients by Offering Live Chat

When looking for assisted living facilities for their loved ones, most people research a multitude of homes. It’s important to demonstrate why your facility is different from others. Perhaps you’re in a central location, or maybe you maintain a small staff-to-resident ratio. Whatever it is that makes you special, try to demonstrate it to your audience. While you can do this by including tons of information on your site, it’s impossible to cover every little detail. Thus, it’s helpful to provide an avenue where interested parties can ask questions about your retirement community.

A live chat platform is a great tool for engaging with clients and residents. People can ask questions and learn more about your business without having to wait hours for a response. You might implement a live chat option across all of your business pages, including:

  • Website
  • Social media platforms
  • Google Business profile

By relying on live chat technology, you can bridge the gap between your business and clients while giving people deeper insight into your senior living home.

assisted living referral program

Create a Resident Referral Program

If you’re having trouble filling up vacant rooms in your assisted living facility, consider turning to your current residents for help. There’s a good chance many of your residents have friends or relatives who are looking for high-quality senior care — why not ask them to recommend your home? You can fill up those empty spots and welcome new members to your community while your residents get to spend more time with their friends. It’s a win-win situation.

While you can rely on regular recommendations to get new members, you could make things more exciting by creating a referral program. This involves providing incentives for residents who successfully recruit new community members. For instance, you could offer a discount on rent for every referral or create a competition that awards prizes in exchange for referrals. You could even promote these marketing initiatives on your website. When potential clients read about your referral program, they may be motivated to join your home (and bring their friends along).
assisted living website

Make Sure Your Website Is Functional

When people think of sales and marketing teams, their minds immediately jump to content creation. While this is a huge part of digital marketing, it’s important not to overlook the technical aspect, or your technical SEO. This refers to the functionality of your site, such as visual stability, mobile and web layouts and — most importantly — page load time. These different elements play a pivotal role in the user experience.

In the era of modern technology, nobody wants to wait any longer than they have to. Thus, if you have a slow-loading page, there’s a good chance your audience members are going to click off and visit another site instead. To avoid losing potential clients, aim for a page load time of under three seconds. Don’t underestimate the value of a quick-loading page — after all, there’s no point in pouring time and effort into creating high-quality, interesting content if nobody is going to see it.

Call an Assisted Living Digital Marketing Agency Today

Digital marketing is no easy feat. Not only do you have to connect with target demographics, but you also have to present your business in a compelling, positive manner. Ultimately, when it comes to marketing, it’s best to leave things in the hands of professionals. Lead to Conversion™ specializes in assisted living marketing and can help you harness the power of the internet to reach a wider audience. Our services include:

  • Search engine optimization
  • Website design
  • Social media marketing
  • Video marketing
  • Email newsletters

Whether you’re looking to boost your assisted living facility’s social media presence, create more compelling emails or rank higher on search engines, our team can help. Contact Lead to Conversion™ today to discuss how we can help you craft a successful digital marketing plan for your center.

LET’S GET STARTED

For more information, please call (855) 473-6582 to speak with a digital marketing expert today for a free, no-obligation consultation and assessment.

Whether you’re looking to design a new site, run a PPC or SEO campaign, or deploy a holistic strategy doing it all, Lead to Conversion™ will take the time to put together a customized digital marketing strategy guaranteed to solidify your online presence and precipitate bottom-line results.