Is your senior living sales team taking advantage of marketing opportunities on social media? Or do they still believe seniors and social media just don’t gel?
It turns out, seniors are actually very engaged. A recent study suggests seniors age 65+ who use Facebook are logging in daily. That’s great news if your community is already using social media to reach their target market. But if your team fails to create relevant content, your community could be losing leads to competitors who are. Maybe it’s time to consider outsourcing your social media management.
As the silver tsunami approaches, the need for in-home care and senior housing is expected to soar. Many providers are taking a less traditional approach, building their brand on platforms like Facebook, and marketing their communities to both prospects, and their adult children, who are spending a significant amount of their time scrolling feeds.
More and more, consumers are relying on social media to make purchasing decisions.
In fact, 78% of consumers say their purchases were directly influenced by social media posts. A good strategy will include community events and reviews in your Facebook feed. A great strategy posts positive feedback consistently to show why residents love your community.
If your social media management team hasn’t mastered these basics, it may be time to reassess your strategy.
Time is of the essence
Your community’s social media content schedule should include several posts throughout the week. Post with intention, engage followers, and entice visitors to like and follow your page. Remember to include upcoming events, community milestones and other exciting news. They key is to create a sense of FOMO, so be sure to time your posts perfectly to get the most impact.
When’s the last time you took a look at your community’s Facebook feed? Are pictures clear and content compelling? Or are blurry images and unflattering photos all too common? If your page’s pics make you cringe, especially those featuring residents of your senior living community, you could be pushing prospects away – not pulling them in. Your Facebook page is a marketing tool. Use images your community can be proud of.
Although the rules around spelling and grammar are a little lax these days, prospects expect your community to take on a professional tone. Spelling and grammatical errors happen. But when they become commonplace on your page, the reputation of your community may suffer. Triple check social media posts for copy errors. And if grammar, spelling, and punctuation aren’t your forte, find help fast!
A reported seven-in-ten Americans use some form of social media to connect with the world around them.
That’s seven-in-ten chances your senior living community has to engage, influence and attract new fans, followers and prospects. It’s an opportunity to rebrand or revitalize a tarnished reputation, and a chance to show your target audience what sets your community apart from others in the industry.
If your social media strategy has fallen flat, it’s time to outsource your social media management and develop a plan that helps you reach your goals. Don’t wait until 2019 to plan for success – draft your blueprint now.