Get In Front Of Your Audience & Reach Your 2022 Goals

It’s that time of the year – that time of year when you’re setting goals, making plans, and building strategies. Don’t let your marketing strategy go stale. As the new year rolls in, take advantage of all the opportunity that awaits within 2022. How are you getting in front of your audience? How are you going to reach your goals?

As anyone in this industry likely knows, you can’t market blindly. You won’t see significant results through the same ole marketing tactics you may have been using for years. Old ways are quickly losing traction, and the only way to stay ahead of the game is by making a strong digital impact. Luckily, we’re here to help you make it happen. Read on for improved digital marketing efforts you need to reach your audience and meet your occupancy goals.

Get In The Game With Search Engine Optimization

Online research is typically the first step taken when an adult child of an eldery parent (ACEP) begins their digital journey. And the first place they are likely going to go to start that research? A search engine, like Google. That is one of the main reasons SEO is incredibly important when marketing your community. It not only builds awareness but also credibility, making you visible and making sure you rank above your competitors.

When a user does a Google search, they typically hang out on the first page of the results to find their answer – sometimes the second. But, the third page and beyond are most often ghost towns for users. Showing up on the first two pages for high-volume terms is a win! But how do you get there?

SEO is a long-game goal. Since SEO is an organic way to build traction on the web, it takes a little while to get to your ideal rankings, and sometimes they even fluctuate. Consistency and patience is everything. Many businesses and brands don’t begin to see themselves on the first or second page of a search engine until about 6 to 12 months of consistent, strategic SEO efforts. If you want to see faster results, you can always back up your efforts with paid SEM work as well. At the end of the day, there is no “one size fits all” route to successful SEO, but there are some good formulas that can help. Research is essential. Content matters. Consistency is key.

Do thorough research into the keywords surrounding your community. What are people searching for? Don’t blindly select words, but rather find a good mix of words that relate to your community and offer a competitive advantage. Then, let your content do the work. Content is the backbone of SEO. Incorporate your keywords into the bones of your website, into your headings and body text, and into your rotation of fresh content, like a blog! As search engines analyze your website, they are going to look for those keywords and rank you accordingly. But remember, no keyword stuffing! Do not just overflow your website with the keyword with hopes that will help. It’s all about a healthy balance and proper distribution. Finally, keep it consistent and be patient. SEO is a long-term journey and on the journey you are going to want to stay consistent with your content efforts, keep your eyes on the rankings from month to month, and don’t make any huge changes that may make you start from scratch unless the data calls for it.

Build Trust With Customized Content

When it comes to connecting with your audience and staying at the forefront of their decision-making, trust is going to be one of your strongest tools. Effective marketing isn’t just about being seen. It’s about building relationships. It’s the reason we’ve been buying the same toothpaste since we were children, or the same reason we shop at the same grocery store. We trust that product to do what it says it will do and that company to provide the experience we expect it to. So, how do you build a trustworthy relationship with ACEPs who are likely recently discovering your community for the first time?

One way is through custom content – content that is fresh, that connects with its reader, and that answers the questions they likely have. The goal here is to sound like your potential customer’s biggest fan, their personal assistant, and their greatest resource. It’s more than providing informational content. It’s about providing content with a relatable tone, backed by research, and illustrating subject matter that is relevant to their situation – all while remaining helpful and hopeful. What do they want to know? What do they want to read about? How can you help them make informed decisions?

And once you’ve found your voice, your rhythm, your strategy, keep it coming! Continued posting of fresh content not only boosts your reliability, authority and trustworthiness but it also benefits your SEO when crafted properly.

Generate Leads With A Strategic Website

Many companies view their website as strictly informational, but an effective website is actually a marketing strategy. While you do want to include important information on your website to make sure all your potential customers' questions are answered, the main goal should be to take the user on a journey. The layout should necessitate a strategic flow for the user. What does that look like?

It looks like giving your user a clear plan of action no matter what page the user lands on first. Not every user that comes to your site will land on the home page, especially if you're incorporating an SEO plan on every page of your site. So, every page should include obvious Call-To-Actions, lead generating forms, and clear navigation. At every phase, your potential client should be invited to go deeper in the site to learn more or to reach out to your team. Let your website do the leg work for you!

Put your best foot forward as you step into the new year with a plan that packs a punch! As you already know, the senior living communities industry is a unique one with a unique buyer’s journey and unique set of goals year in and year out. But as the world continues to change, so does the need for stronger, more curated marketing strategies. At the end of day, the fact of the matter is that your potential customers, ACEPs, want you to help answer their questions – they want your help! And they are turning to the internet to find it. Get noticed and meet your goals this new year with a marketing plan that sets you apart. Looking for more advice? We’ve got you covered! Get inspired: /