Marketing and sales tactics are incredibly important to the success of all senior living communities. Especially in times like this where occupancy is at a record low… It is essential to have a marketing plan that attracts as many leads as possible.
According to national data recently compiled by NIC, senior housing occupancy in the primary and secondary markets fell 1.8 percentage points from Q4 2020 to land at a record low of 78.8% at the end of Q1 2021. Providers are starting to get more inquiries, but it’s going to take time and a well-crafted strategy to move prospects past the scare of COVID-19 and back into the sales funnel.
A great way to boost occupancy is by developing a content marketing strategy to position your facility as a thought leader and innovator among a very competitive field. Below are some tips on how to build your content marketing strategy.
Organic search and blogs
Blog posts and white papers will be the core of your content. As you approach written content, the strategy has to be geared towards what your audience is searching. Using tools like UberSuggest can help your team determine what keywords have higher search volume and boost your likelihood of being featured on the first page of search engine results
Narrow down the keywords that are relevant to your expertise or product. Remember, this is about becoming a thought leader for your market. Be selective and choose terms and topics where you have a strong stance or advanced understanding. e. Then, make your white papers and blog posts reader-friendly, yet professional. You want to seem relatable as much as you want to seem knowledgeable.
The next objective is to get this content in front of your target audience and attract them to engage with it accordingly.
With valuable, relevant content, you can easily get in front of your target buyers through email . While email is notorious for having low open rates, it still has high return on investment. In fact, for every $1 spent on email marketing, there is an average return of $42..
Social media is a great way to highlight your content and attract your target audience. Based on your buyer personas, you can leverage the best platforms and invest in them on a consistent basis. Incorporating social media as a marketing channel should be a no-brainer for your business. Use it to make prospects aware of who you are and provide them with timely resources that attract their attention .
Delivering informational brochures or regular newsletters to your target audience can be another way to get your content in front of them. Articles, current events, and tips can inspire and attract buyers to trust you as their guide.
Webinars open your business up to new viewers. With well-delivered webinars, you can attract and interact with people in your market. You can also create additional content from the topic spoken about in the webinar. Leveraging more video in your content provides a more interactive experience with your audience. Positioning yourself as a speaker in industry webinars increases your level of credibility and builds trust amongst your customers.
Optimize Your Content Marketing With Verse
Fast forward a few months into the future. Your new content marketing strategy has been a massive success after using the tips and tricks laid out above. Now, your assisted living facility has more leads than it can handle. Fear not…Verse is here!
With our next-generation lead conversion platform, Verse.io engages, qualifies, nurtures, and converts inbound leads into new clients for our assisted living customers. Our AI technology and human concierges help assisted living professionals by processing new leads and re-engaging old leads generated by your marketing efforts, booking appointments with your sales team, and making your company appear much bigger and more professional to your customers.