It’s a new year, a new decade, and time for new ideas and marketing trends within the senior living industry. While we’re still waiting for the silver tsunami to hit, let’s take a moment to reassess what we need to do in order to reach our audiences in order to get our great content into the hands of our most qualified and targeted audience. We’ve done the research, read the blogs, and debated our ideas. In other words, here are the three things you need to be doing in 2020:
- Improve your digital presence.
- Refine your social media strategy.
- Deliver high-quality and useful content.
Improve Your Digital Presence
According to a 2014 Google survey of Boomers aged 50-68, 75% of the respondents said they used search engines to find information about senior living. Like everyone, Boomers and their families turn to the Web when they begin to think about senior living. And in the U.S., the majority of searches begin on Google. There’s just no getting around it. You need to review your digital content and ensure it’s meeting the needs of your audience. This simple quiz will help you determine whether or not you’ve got problem areas in need of attention.
- Is your website mobile friendly?
- Have you tested your site for accessibility issues?
- Have you reviewed and updated your “Google My Business” profile?
- Has your content been updated and optimized for 2020?
- Can website visitors find what they need quickly on your website?
If you answered “no” or “I don’t know” to any of the questions, it’s time to take a fresh look at your website. Test it for accessibility issues, including how well it performs when someone relies on an e-screen reader or disables the CSS. Look at the site on your phone and try to accomplish the top two actions you want visitors to take. Is the site configured to make a phone call when they tap an icon? How difficult is it to complete a contact form?
Refine Your Social Strategy
It’s time to acknowledge that one size doesn’t fit all. We’ve enjoyed the recent #DollyPartonChallenge on Instagram. Her original post has sparked more than 40,000 other posts from individuals and brands. But not everyone got the message. In the original, Dolly (or her media team) clearly understands the different types of content and personas used on four different social platforms. But not every brand shows the same level of awareness. This entry, from a brand that shall remain nameless, is typical. They post the exact same content for each social platform.
Producing unique content for each platform is not easy. It means more work for your social media team. But it is vital that you don’t take the lazy approach and cross-post, especially between Instagram and Facebook. As the successful challenge posts illustrate, the two platforms have different audiences who follow you for different reasons.
Deliver High-Quality Content
Whether we’re talking about a website or social media the quality of your content is going to directly impact how well your website ranks in a Google search. The search engine behemoth hasn’t been shy about insisting that content be authoritative, trustworthy, and useful to its audience. Google keeps most of its ranking factors secret, but they do point to quality content as being crucial.
Are you confident your website content is current and persuasive? Are you posting blog content that is meaningful and converts readers into followers? Are your audiences engaging with you and hitting the Like button? If you can’t answer yes to each of these questions, it’s time for a makeover.
We’re all busy, and tackling new marketing strategies often gets pushed to the side in favor of today’s to-do list. But if you need help, fresh insight into how to reach your audience, a better direct mail list or an improved strategy for 2020, we hope you’ll reach out to Sabal Group. Call us today so we can help you get the right content in front of your most qualified audience!