Senior Living Marketing: Videos Can Boost Your Website and Your Brand

ID-100205928

As senior living communities seek effective ways to “make their case” to aging senior adults and their adult children who are increasingly involved with “shopping” and selection decisions, video can be a valuable addition to your tactical marketing arsenal.

Adult daughters of aging parents, who comprise roughly 70% of on-line senior housing searchers, have higher expectations for the types of information and media options found on senior living websites today. With advances in e-communications technology in recent years and the proliferation of video on commercial sites, consumers today not only want but also expect high quality videos. They typically find them to be a more appealing, interesting and compelling source of information than the static printed word.

Benefits and Advantages of Video

As a communications medium, video offers you and your prospective customers several functional benefits as follows:

  • A Visual Experience – Consumers like things that are visual and are attracted to them.  Also, seeing and listening is less “work” for busy consumers than taking the time to read something.
  • Expression of Personality and Emotion – By virtue of these capabilities, video can be more personalized, attention-getting and influential.
  • Search Engine Rank – Video can also improve your search engine rankings. Search engines factor in the presence of video on a page when determining where the page ranks.
  • Site Visit Duration – Because video enhances the overall website experience, visitors tend to spend more time engaging with your brand and considering the solutions you offer them.
  • Flexibility – You website video can also serve other useful functions such as embedded e-mail and social media such as Facebook.

Ideal Video Applications

Video has become very cost effective and provides an ideal means of bringing your website to life and adding interest and contextual depth to your site. Video lends itself very well to:

  • Personalized  welcome messages from administrators, medical directors and care professionals
  • Discussion of mission, service culture and differentiating features and amenities
  • Demonstration or “problem-solution” marketing where you can clearly illustrate how your services meet the specific problems and needs of seniors and their families
  • Testimonials from residents and their adult children
  • Facility tours

In his recent article, Why Should Marketers Care About Creating Videos? http://www.mpdailyfix.com/why-should-marketers-care-about-creating-videos/?adref=nlt083013 , author Gary Lipkowitz offers that, “As the means of production, video delivery infrastructure and video viewing habits have evolved, the level of video watching online has soared. As marketers, we are greatly interested in the habits and expectations of our customers. We need to deliver our information in a manner and in a medium in which it will be noticed, consumed, and appreciated.”

Mr. Lipkowitz shares the following compelling evidence to support the view that video is effective and adds value to your website:

  • Having video on a website’s landing page makes it 53% more likely to show up on the first page of Google searches.
  • The average user spends 88% more time on a website with video than a website without one.
  • Email opt-outs can be reduced by as much as 75%.

Today, video productions do not require a large budget. They can be created more cost-effectively than ever before with improved technology. However, as with any other communications initiative that will represent your brand, your videos should be well conceived and effectively created. Be sure your online videos have the professional look and feel that will engage visitors and enhance the value of your brand.

Implications for Senior Living Providers

Today, video is both an important and expected element of your website and social media marketing strategy. It can help you to tell your community’s story in ways the written word and pictures cannot. If your community requires additional support to develop or optimize your video experience for your customers, be sure to choose an organization that operates exclusively in the senior living space and has the specialized expertise and experience in senior living marketing required to succeed.

What Are the Housing Restrictions for Facebook and PPC?

As we know, technology is always changing and adapting. It’s something many of those in the senior housing and marketing fields are used to. One of the most recent changes is making a larger impact on how we target ad audiences on Facebook and through pay-per-click...

The Rise of Senior Living Occupancy

As COVID-19 created a landscape of uncertainty in senior living facilities, experts knew there would be challenges and effects that lasted long after. Although the pandemic continues, many types of senior living communities and...

4 Ways TikTok Is Redefining Senior Living Social Media

Whether you’ve heard about it, tried it out, or use it regularly, TikTok is taking the world by storm. This social media platform, which focuses on short-form video, is seemingly on everyone’s mind in one sense or another, and more often than not, people are following...

The Benefits of Working at a Remote Company

Remote working offers many benefits to employees and businesses. Today, more people are working from home than ever before, offering many benefits to both businesses and employees. Remote positions offer employees flexible work schedules and autonomy while keeping...

The Future of Analytics: What Does Next Year’s GA4 Migration Mean?

Moving Forward with New Updates Whether customer needs, viewing habits or website journeys change – or a better reporting tool emerges – one thing is for certain: Technology is always changing, and the field must adapt as a whole. Among the most recent updates include...

SageTalks

Stories of a Lifetime Senior living residents have lived amazing lives. Now, SageAge is on a quest to share those stories with those in the senior housing and senior living industry, residents and their families, adult children and anyone who wants to be inspired....

The Moment We Have Been Waiting for Is Here

WE have been working hard on something new. Check out our new website today!

Pressing Play on New Possibilities | Seniors and YouTube

Putting You In Front-Row View Gone are the days when YouTube was simply for younger generations to view funny videos. In the era of rising senior social media usage and the high engagement of video content, YouTube is becoming one of the largest search engines and...

Seniors and YouTube | Let’s Get Rolling

Exploring the Possibilities of Pre-Rolls Almost 47% of older adults ages 70 and up use their smartphones for social media access, according to our most recent white paper on seniors and technology use. Which social media platforms are most used among the senior age...

Connecting with Seniors Through Facebook

Making an Impression, Enhancing Engagement For many of us, we’re no stranger to Facebook. From personal use and business to connecting with friends and family, Facebook is among the top social media platforms. In fact, did you know that there are 2.89 billion monthly...
Share This