The Lost Art of Providing True Value in Communications to Seniors: 3 Ways Top-of-the-Funnel Marketing Can Help
At what point in your marketing journey would you say the older adults and families you serve need you most? Your competitors would likely say at the bottom of the funnel, the moment they become intentional about moving in with one of your communities due to a life-altering event like a sudden loss of cognitive or physical ability. We would argue the real value is much higher up toward the top of the funnel, where you can make prospects aware of how you make life better long before an emergency event. Here are 3 ways you can serve up the right tools at the right time to future residents and families with top-of-the-funnel marketing:
1. Educational Content: One of the most effective top-of-the-funnel strategies is providing valuable educational content: blogs, articles, or webinars that address seniors’ and their families’ common concerns or interests. Topics might range from healthy aging tips to financial planning for retirement living. By offering this content, you position your brand as a knowledgeable and trustworthy resource, building trust with your audience before they even consider moving in with your community. To take this a step further, use ActiveDEMAND’s dynamic website content via automation to customize older adults’ marketing experience on your website based on what you know about each of them. Change calls to action, and promotions, show relevant locations, and more to dynamically engage with web visitors.
2. Community Engagement: The moment you invite prospective seniors and their families to participate in an event is a key time to engage. These events could be virtual or in-person, including open houses, social gatherings, or health-and-wellness programs. Engaging with your community in a non-sales setting allows older adults and their families to experience the benefits of your community first-hand, fostering a deeper connection. And it’s not just about the singular event, it’s about introducing your community and all it has to offer whether or not they move in right away. When folks sign up to attend, train your team to use a universal landing page to ask for and enter details like full name, phone number, and email address. They can assure the prospect to look for useful tips and tricks from the community after the event. Marketing automation software like ActiveDEMAND can take the stress out of creating company-branded landing pages. Most have flexible drag-and-drop interfaces and templates to make the buildout easy – no code required.
3. Social Media Presence: A strong social media presence can be particularly effective in reaching out to the families of older adults. Regular posts highlighting community events, resident stories, and educational content can help build community and trust. Additionally, social media platforms can be used to engage in conversations and answer questions, providing a more personal touch. ActiveDEMAND has an automated social media distribution hub to streamline and make posting to social media more efficient. With this technology, you can see clear data on how people react to your posts and decide how to further engage folks. For those using different marketing automation software, check with your provider to build out social media campaigns.
Attract more research leads than trigger-event leads by delivering to older adults and their families the right tools at the right time, long before an emergency. Now that’s true value.
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.
