Digital (online) marketing, including senior living digital marketing, is evolving and growing in importance every day. It has become a major force in business-to-consumer strategy and is now outpacing more traditional marketing approaches in performance and results.
Experts say that for those of us who operate in the senior living and senior care world, we have a simple choice: keep up with progress or fall behind.
“If you don’t know what tactics and strategies are now trending or are coming around the corner, you could put yourself at a serious competitive disadvantage,” says Sean Ochester, Executive Vice President of Digital & Integrated Strategy for SageAge. “Early adopters will be rewarded and those who are unaware of the changes and advances taking place risk being left behind.
“While senior living has its unique nuances, emerging technologies and strategies that provide more effective message and content delivery in ways most appealing to consumers cannot be ignored. They are now being used with great success in other industries.
“Today, there are several trends that are shaping digital marketing strategy. I want to offer some facts and trends about digital advertising, mobile marketing, social media, content marketing, email and SEO that have significant influence on how senior living providers market to older adults, their adult children and related constituencies.
“For example, we are now seeing a greater desire for digital transactions, online research and a lot more. Keeping abreast of digital trends helps to boost understanding of the value of digital strategies and the many benefits of online marketing.
“We are seeing a great increase today in the promotion of things over social media channels such as Facebook, Instagram, Twitter, LinkedIn, etc. Most companies are using these social media channels for promoting their websites, products and services.”
The Numbers Tell the Story: Digital Marketing Is Now a Force
Digital marketing is quickly becoming an essential component of every successful marketing strategy. According to “75 Digital Marketing Statistics You Need To Know” from SEMrush:
- 99% of shoppers do research online before making a financial decision
- 97% of consumers will consult online reviews when looking at local businesses
- 70% of consumers expect companies to provide personalized experiences
- The top organic search result on Google achieves a click-through rate that’s 19 times higher than the leading paid ad.
Considering these facts, it’s essential for senior living communities to maintain a robust online presence. While paid advertising is effective for driving immediate results, an organic strategy rooted in search engine optimization (SEO) ensures your community ranks prominently in search results over time. Combining both approaches—paid advertising and organic—creates a balanced digital strategy that drives website traffic, builds trust, and attracts prospective residents in both the short and long term.
Coupled with strategic digital marketing efforts, this approach positions your community as a trusted choice during their research journey, ultimately boosting engagement and conversion rate.
Coming Attractions: A Peek Behind the Digital Curtain
Digital marketing continues to evolve rapidly, introducing new methods and strategies. One such innovative approach is native advertising, which seamlessly integrates promotional content into a platform’s editorial environment. Here’s what makes native advertising so effective:
- Blends Seamlessly: Native ads mimic the form and function of surrounding content, making them feel like a natural part of the user experience.
- Multiple Formats: Includes advertorials, search advertising, recommended content, sponsored listings, and instant content.
- Non-Disruptive: Unlike interruptive pop-up ads, native ads present information when viewers need it, maintaining user trust and engagement.
- Higher Engagement: Click-through rates for premium native ads on mobile devices are four times higher than for non-native display ads.
- Audience Targeting: Reaches the right audience with relevant content at the right moment, enhancing the effectiveness of marketing efforts.
Native advertising offers an unparalleled opportunity to connect with potential residents in a way that feels natural and engaging, making it a powerful tool in the digital marketing toolkit.
Tell Your Story and Engage Your Prospects Like Never Before
Sean adds, “For the many compelling reasons outlined above, we strongly encourage senior living providers to adopt digital (online) marketing best practices now. When used as part of an integrated marketing plan, they make a major difference in your ability to reach your audience in ways that are timely, relevant and engaging that traditional forms of marketing simply cannot.”
For any senior care or senior living community looking to maximize engagement, lead generation, and ROI from their marketing budget, partnering with a high-quality, experienced team is essential.
SageAge Strategies has crafted a digital marketing platform that stands out as a leader in the senior living and senior care industry. Collaborating with client-partners nationwide, we consistently deliver measurable, impactful results.
Our leading-edge digital marketing professionals work hand-in-hand with your leadership team as a highly specialized resource and an extension of your sales and marketing team.
We can:
- Share examples of effective social media campaigns.
- Demonstrate how a campaign can help grow your interest and inquiries.
- Audit your email campaigns.
- Create a plan to generate a higher return.
- Review your content (social media, PPC, and native ads) to increase the return on your marketing investment.
SageAge: Leaders in Integrated Digital & Traditional Growth Strategies
At SageAge, we specialize in integrated digital and traditional marketing strategies tailored exclusively for the senior living industry. Our award-winning team excels in implementing best practices that drive quality lead generation, boost occupancy, and deliver measurable results.
If you’re ready to elevate your community’s growth strategy, contact us today at 877-439-7243 to learn how SageAge’s proven expertise can transform your results.