Increasing occupancy and growing revenue requires more than excellent care options or superb grounds. You also need original content for your marketing and outreach initiatives.
Digital marketing has changed the game for mid-sized operators.
Your prospects will rely more heavily on the internet. And if you want to gain sales traction, you must adapt to these new changes.
With digital marketing comes the demand of producing original, quality content.
It can feel overwhelming, especially with your responsibility to manage operational, clinical, and sales departments.
The good news is that you can focus on your community and produce quality Senior Living marketing content. The two can be symbiotic.
Here’s the key: Use the daily operations of your community as fuel for content creation.
This gives you a powerful tool to drive occupancy without shifting the focus from your operations. Here are 13 ways you can transform happenings at your community into Senior Living content:
1. Use resident memories for blog content.
Producing weekly blog post can be difficult. However, meaningful content can be just down the hall.
Consider incorporating your residents regularly into your blogs. Have your staff across your communities ask residents to relate some of their best memories.
If you get 12 resident interviews, you’ve just cut collecting ideas for your weekly blog by 25%. What’s more, you’ve collected content that can connect with a prospect…and make a move-in easier.
2. Document a resident’s journey to create a case study.
You (or your staff) probably know a resident who came in depressed but is now happy.
You have a great case study on your hands! Obtain permission from the resident and their family, and ask them if you can create a case study.
Before you know it, you have the raw material needed to publish your resident’s experience on your website.
Most important, this case study can prove the value of your community to doubtful prospects, making your sales team’s job a little easier. (Check out HubSpot on creating a case study if you need ideas.)
3. Transform a team meeting into podcast material.
Senior Living marketing content is helped by thought leadership, and a well-produced podcast can build traffic and establish your community as an authority.
If you’re searching for great content to attract prospects, try incorporating details from your latest team meeting.
Whether you’ve met with sales or clinical, take the most relevant points and repurpose them for a podcast.
4. Feature new arrivals in the newsletter.
Newsletters can get old—quickly. It’s important you add a fresh spin on your newsletter to engage prospects.
One way you can do this is by adding a personal connection.
Feature new residents in your newsletter, and welcome them to your community. With their permission, add some fun by sharing…
- Their background.
- Their hobbies.
- A picture.
5. Beef up Senior Living marketing content with regular photos.
This is a simple way to add value to your Senior Living content. Have one of your staff members regularly take photos throughout the year.
- In spring, take pictures of your community grounds.
- At Christmas, take photos of festive gatherings.
- During a dinner event, take a photo of your luxurious dining area.
Do this regularly, and you have content to create a photo gallery or add life to a blog post.
People don’t want to commit to what they can’t see, and great photos can support your efforts to drive occupancy.
6. Take regular videos, and file away for later.
When it comes to Senior Living marketing content, video is a great form of social proof. Since events are occurring all the time at your community, why not video them?
When your next marketing campaign occurs, you’ll have the clips you need for a video to distribute on social media. (Make sure you ask residents or their family members for permission before publishing.)
It’s just one way to educate your prospects without overburdening your staff.
7. Use sales team insights to create a FAQs page.
Your sales department has deep insights into the questions your residents struggle with prior to a move-in. If you can erase these mental barriers before an on-site tour, your chances of boosting occupancy are greater.
A FAQs page is the perfect tool for answering prospect questions.
Have your sales team list the top 20 questions families struggle with during inquiries or on-site tours. You’ll have the Senior Living content you need for a great FAQs page.
8. Use reviews for website content.
Resident or family reviews make great blurbs for your website.
They’re not only interesting, but they also provide the needed reassurance for prospects researching your senior care community.
Go through your files, and pull out testimonials.
When a resident or family member offers a great testimony or compliment, say, “Wow, can I quote you on that?” It’s a free way to get great content to increase revenue.
9. Inspire Senior Living marketing content in emails with resident stories.
Everyone loves a good story. And as a mid-sized operator, you probably have many special resident stories on hand.
It’s time to turn these stories into powerful emails.
As you educate prospects through email nurture campaigns, use these stories to capture your reader. Easily tie the story back to what your community offers to support sales traction.
If you’re looking for a great welcome email for prospects, check out this template by Digital Marketer.
10. Have an advertisement contest.
When it comes to your Facebook ads or other campaigns, you need insight into your prospective resident’s mind. Fun, relevant ads may be closer than you think.
Hold an advertisement contest for your residents, especially if you operate an independent or assisted living community. Ask them to pitch a line for your ad.
It’s better than Bingo, and your residents understand your market better than anyone.
11. Create a free report from department insights.
Your clinical, operations, and sales directors have important insights they’ve gained on their job. And those insights can make a great report to educate prospects.
Ask your directors to write down the things they’ve learned over the years.
But be sure the focus is on serving residents. Compile their answers into a report that explains the expertise of your community, and post it on your website.
12. Refresh your website’s Senior Living marketing content with company meetings.
Your website pages, especially your about page, should always be relevant to your readers. Maybe you have pages for your mission and team that are nearly 10 years old. An update is in order.
Refreshing website Senior Living content doesn’t have to be difficult. Simply pull from the highlights of your latest company meeting and weave these into your web pages. It’s a simple, easy fix.
13. Use common concerns to create a white paper.
Support higher revenue by offering a free guide.
For instance, you can create a white paper that helps the adult daughter work through concerns about moving her aging parents.
Distribute this free guide on your website to gain new leads…and move your prospects to close by addressing their fears.
Creating a white paper or free guide can be fairly simple.
Clinical and sales team members are great resources to cue you in on common concerns residents and their families face.
As with any content-producing strategy, the goal is to get educated leads.
However, if your sales team and operational directors don’t have a strategy that moves leads toward a move-in, your content has been in vain.
Give your operational and sales directors metric-based systems for managing sales. Enroll in sales training to move toward full occupancy.
Simply email firstname.lastname@example.org or text 813-390-3349 with your name and number.
Together we’ll find the training solution that drives revenue, increases occupancy, and puts your Senior Living marketing content to good use.