Assisted Living Marketing Strategies for Taking on the Baby Boomer Generation Posted by Jono Scott | 8.12.16 5:02pm

Assisted living facilities have their work cut out for them. With the aging of the Baby Boomer population, these facilities have to be prepared to accommodate a larger senior population.

Consider these facts:

Fortunately, a growing senior population can mean more opportunity for assisted living facilities such as yours… but only if you properly market your facility and show potential residents and their loved ones why they should choose your site over others.

In today’s world, that means being visible on the Internet. According to a report by comScore, digital media usage has nearly tripled since 2010. In addition to that, in a Google survey of more than 2,000 younger and older Baby Boomers, 75% of respondents said they use search engines to find more information about senior living. If your assisted living facility doesn’t have a strong web presence, it can easily get overlooked.

So how do you make sure your assisted living facility stands out online? Here are a few tips:

Impress & Engage with a Modern, Mobile-Friendly Website

Just like your assisted living facility, your website should be clean, aesthetically pleasing, welcoming, and easy to navigate. Create a site that visually draws your visitors in and invites them to explore further. Avoid using a website design that looks outdated, is overly cluttered, and takes a long time to load as such qualities will drive visitors away.

Part of having a modern assisted living website is ensuring that it is mobile-friendly (meaning it is easy to access on smartphones and tablets). With responsive design, your website is built to automatically adjust its layout and functionality to the screen size being used. According to the comScore report, 67% of people age 55 and up use multiple platforms to access the Internet, and 82% of people ages 35-54 use multiple platforms.

Educate Visitors & Build Trust with High-Quality Web Content

People who are searching for assisted living facilities for themselves or for their loved ones are looking for answers. They want to know about your facility, what amenities and services you have to offer, and how your facility stands out from others. They may also have questions about how the assisted living process works.

If you truly want to engage your website visitors, make sure your assisted living website has well-written content that answers these questions. Anticipate what your visitors will want to know on each page, and make the information easy to find and consume. You can even provide additional educational resources on your site, such as blog posts, e-books, and videos. By educating your web visitors and answering their questions, you build trust and create a strong, lasting impression on those visitors. Educational content can also improve your organic ranking in search engines, which means it’s easier for your website to get seen in search results!

Use Video to Make a More Powerful Statement

There’s something about video that grabs people’s attention, evokes emotion, and drives home a story—even more powerfully than through text alone. Video allows you to showcase your facility and communicate your organization’s mission. It also allows your web visitors to see the faces of your happy residents and their families, and hear their stories firsthand.

Your website is a great place to feature videos about your organization, as well as video testimonials from your residents. You can also share these videos on social media to expand your reach. What better way to build trust with your audience than by showing them what you’re all about instead of just telling them?

Get More Visibility in Search Engines with Pay-Per-Click Ads

The organic (or natural) search results aren’t the only way for your assisted living facility website to get exposure in search engines such as Google, Bing, and Yahoo. Pay-per-click (PPC) ads appear at the top and bottom of the results page. With PPC ads, you bid on keywords that are related to your industry and services (such as “San Diego assisted living”) and use other forms of targeting, which help you ensure that your ads, and therefore your site and brand, appear in the right types of online searches. Assisted living advertising through PPC is a cost-effective way to drive targeted traffic to your website, giving your search engine presence a more competitive edge.

Need help with your assisted living marketing strategy? Contact Scorpion to find out how we can assist you!

About the Author:
As Director of Business Development for Healthcare at Scorpion, Jono Scott helps healthcare clients find the best online marketing strategies for growing their organizations and attracting the right patients. Before joining Scorpion, Jono played a major role in building two startup businesses, which provided him with important insight into the process of marketing organizations at various stages of their development.

Jono stays up-to-date on the latest changes in Internet marketing by reading industry news and staying closely connected with his team members. He is Google AdWords-certified and is a graduate of Bay of Plenty Polytechnic in New Zealand. In his spare time, Jono enjoys traveling, surfing, snowboarding, playing rugby, and being outdoors in general.