- Senior Living SEM: Creating a Sustainable Campaign, By Zgraph’s Matt Fehrmann
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Senior Living SEM: Creating a Sustainable Campaign, By Zgraph’s Matt Fehrmann
When future residents and their families are looking for a senior living community, they typically start with an online search. This is because the buying cycle for senior living is complex and varies depending on the type of senior living services they need. This is not a simple product purchase, but an entire lifestyle change – they need to do a variety of research, talk to the communities, take a tour, consult with family, and figure out financials. As a senior living community, one of the best ways to market and capture these interested leads seeking to make the plunge is by having a sustainable SEM campaign strategy.
If you want to appear in front of some of the 6,000 online searches related to senior care that are made every hour in the US, check out our tips below! We’ll go over how to capture the attention of the consumers that are just starting their search, and how to stay top of mind in a buying cycle that can typically take many months, if not longer. When you partner with agencies like Zgraph and Canopy, we don’t try to apply a cookie-cutter template to your campaign and expect it to work. We know that the senior living industry is unique, and has key differentiators that need a tailored approach.
When it comes to SEO and SEM, there are a myriad of factors that come into play to optimize your online presence and direct leads to your sales funnel. Most of these aspects have one thing in common – content! As the saying goes, content is king, but only if you know how to use it properly. When creating ads, blogs, keyword research reports, website pages, and more, you need to know the target audience’s buying cycle. For senior living, we make sure to have a variety of campaigns to keep you top of mind during any of the following phases:
This is the part of the cycle where those interested have just begun the search. They are researching what they should be looking for in a community, what fits their or their loved one’s needs, and what sets your establishment apart from your competitors. Having content that answers those common initial questions, establishes trust, and positions you as a thought leader is key.
They have already come across your community during the awareness stage, and are now curious about diving a little deeper into your unique services, pricing, and tours. With senior living needs, this could be a long process. There may be a variety of key decision-makers you need to meet with before the family comes to an agreement.
3. Decision Time
Now that they have toured the facility, talked to the staff,and met some residents they are going to start asking more of the complex questions and start asking for the next steps. This is where you want to make it look like the transition will be smooth, and that you are fully prepared to help them in any capacity they need.
This is a huge decision for family members, and they want to feel confident they are making the best choice.
Having content that connects with people from all stages of the buying cycle is key. SEM and SEO make it easier to position your ads and content in front of the right people with retargeting ads, tracking, and keyword research. You are able to position your brand in front of online shoppers throughout the US – you will have a focus on local SEO and SEM, but there are also a variety of distant family members or people looking to retire somewhere new. So, the scope of your search can certainly be expanded further depending on the kinds of leads your company is aiming to bring in.
Digital marketing is a way to have a 24-hour salesperson available to potential leads. No matter what time of day or senior living keywords they search, you can be there as a resource for them and educate them about how your community is a perfect match. If you have questions about SEM and SEO for senior living, we would love to help. You can call us directly at 386-310-0083. You can also continue to keep an eye out for our newsletters and visit Zgraph.com for more information catered to your industry.