senior marketing

Seniors and their adult children are spending more time online than ever before. We know from studies conducted by AARP and LeadingAge that they're not just conducting research—they're also spending time at places like social, travel, and news sites.

Reaching these seniors with your specific offering, however, is still challenging. And from a lead generation perspective, senior living is a long sales cycle, one where a purchase is often (and unfortunately) prompted by crisis. Reaching these seniors before a crisis allows you to help them be more prepared to make this crucial decision—and to aid them in achieving the type of golden years they've envisioned for themselves, too.

Inbound Marketing Blueprint for Senior Marketing

Be Sure to Design with Seniors in Mind

While many of today's seniors aren't as digitally savvy as the generations that precede them, they've been forced to adapt, just like your business has. To assume they aren't looking for you online would be a tragic mistake. Since your goal should be to create an easy-to-use and intuitive site anyway, doing so will be something this demographic appreciates, probably more so than others. By honing your online presence, you'll speak to today's seniors—and tomorrow's, too. Our strategy:

  • Define personas that represent your buyers.
  • Design an attractive, user-friendly website for your buyers that incorporates your sales process.
  • Add opportunities for website visitors to share their information with you.
  • Continue to optimize your website with the content buyers are searching for.

Devise a Content Strategy Based on Creating Value

Whether a senior is able to ease into a senior living situation or is forced into one, they're still in a buying cycle, even if it's a longer one. You are a problem-solver. And in this case, you're providing comfortable and affordable accommodations at different stages of their lives, along with an abundance of care options, benefits, and amenities, too. This is the value you provide, and your content should communicate that accordingly. Our strategy:

  • Create campaigns that prove you can provide a solution.
  • Develop timely content that positions you as a thought leader.
  • Avoid manual processes when you can leverage digital ones instead.
  • Experiment to see what works and what doesn't.

Attract Your Audience to Start a Dialogue

Even in a longer sales cycle, there's a big difference between a lead and a qualified lead. With your website working as a magnet attracting the audience you desire, you can drive revenue by creating more opportunities for that audience to start a conversation with your sales team. Our strategy:

  • Strategize campaigns based on buyer insights and your revenue plan.
  • Create alignment and coordination between marketing and sales efforts.
  • Convert website visitors into qualified leads.
  • Implement marketing automation to reduce manual effort, delivering the right information to the right person at the right time.

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