Proceed with Caution: How to Rightly Use Artificial Intelligence to Make Senior Living Marketing Easier

Wow, senior living marketing just got easier! Proceed with caution, though. More and more operators are using Artificial Intelligence (AI) to generate content, chat with older adults and families, and automate marketing. That said, now more than ever the industry runs the risk of losing that personal touch that matters so much in senior living. Here is a short guide on how to rightly use AI-assisted chat, AI-enabled content, and marketing automation workflows to build trust with prospects and support them in deciding on your communities over other options. 

AI-Assisted Chat/AI Sales Assistant

Artificial Intelligence in senior livingIntegrate AI-assisted chat on your website to significantly enhance your engagement with visitors. Seek a web chat feature powered by AI that also includes ChatGPT integration and provides real-time monitoring of website visitors. This means your communities can initiate chats or respond to inquiries promptly, offering a 24/7 customer service presence, which builds trust. Whether you come across “AI-assisted chat”, “AI sales assistant”, or “AI-powered webchat”, don’t be puzzled by the different labels. At their core, these terms are often used interchangeably to describe a similar technology that enhances digital communication and service.

Post-chat, ensure all interactions are recorded in your automation software’s history timeline. This will provide a rich source of data about the preferences and needs of individual family members and future residents with whom you are working. This data supports your team in tailoring personalized marketing automation nurture campaigns, dynamic web content, and workflows, ensuring communication is both relevant and timely. Furthermore, the integration of these chat events with Google Analytics 4 (GA4) enhances the analysis of customer behavior, facilitating the creation of more effective marketing strategies.

If you currently are using ActiveDEMAND, then hooray! Your chat solution already does all this! 

If you are unsure whether your current AI-assisted chat offers these connection-building features, ask your provider. 

AI-Enabled Content for Seniors and Families 

Create AI-enabled content, which generates highly engaging website copy, blog posts, and service descriptions specific to the individual needs of older adults and their families, all with a keen balance between technology and the human touch. Certainly, conducting keyword research and utilizing AI helps in generating relevant blog topics; however, it is critical to train the marketing team to edit the content to ensure it reflects your organization’s brand voice and resonates with your audience, building trust rather than just spewing words. 

Some Tips for Best Results!

To add authenticity, require the team to remove AI jargon and include quotes from real residents and families, perhaps from Google reviews. 

Of course, SEO optimization is vital in ensuring the content effectively reaches your intended audience. 

A final step involves adding a dedicated section in each blog that highlights the unique aspects of your senior living organization, reinforcing your brand’s commitment to trustworthy and personalized care.

Marketing Automation Workflows

Empower your team to create sophisticated trust-building marketing campaigns without programming skills. Ideally, your team will be able to send emails, share SMS messages, make phone calls, post to CRMs without any coding, analyze attribution data, and create reports. This is made possible with marketing automation workflows. In most cases, a drag-and-drop interface simplifies the process of building campaigns, from basic to complex.

Using Artificial Intelligence in senior living with marketing automationThese workflows can be used for a variety of purposes, such as drip campaigns and marketing sequences, which adapt based on the audience’s responses. The customization options are vast, from follow-up emails to sales lead notifications, all of which can be tailored to specific events or broader audiences.

While AI in senior living marketing makes processes more efficient and effective, we must not lose sight of personalized communication. Encourage your team to make good use of AI-assisted chats to provide round-the-clock customer engagement, AI-driven content to speak directly to the hearts and minds of seniors and families, and automated workflows that simplify the choice to move in at one of your communities. 

ActiveDEMAND is a marketing automation software company supporting multi-location senior living organizations in building trust with future residents and family members at scale.  Our marketing automation software is used in more than 3,800 senior living communities across the United States. More than 7,500 marketing professionals nationwide use our marketing automation software. For details, visit www.activedemand.com.