Senior living marketing budgets have never been so precious. After what we’ve all been through these last 12 months, communities are likely to be hyper-focused on every dime spent to attract new residents. According to Salesforce, 75% of total marketing budgets will go to digital in 2021 which may seems high for senior living budgets. As a marketing technology company in the senior care space, we believe there is still room for direct mailers, event marketing and print ads on occasion. However, with everyone’s online knowledge expansion over this past year digital marketing has become more important than ever for senior living.
Small businesses spend anywhere between $30,000 and $145,000 annually on digital marketing. Under any circumstances, it’s a lot of money for companies with a small budget. So here is your digital marketing cheat-sheet as you determine where you want to spend your digital marketing dollars.
Type 1: SEM – Search Engine Marketing
Search Engine Marketing is a form of internet marketing with the goal to increase your website’s visibility. With paid ads and strategic keyword placement you can push your brand’s name higher on search engine results pages. SEM comes with a couple of other tools with acronyms attached: PPC and SEO.
PPC or Pay-per-click
This internet advertising model drives traffic to websites by paying the search engine (like Google or Bing) a publishing fee anytime an ad is clicked. When the listing has the word Ad in front of it, know when you click on that it will cost the company a fee. It’s considered the quickest way to gain leads, but it can also be costly.
SEO or Search Engine Optimization
This is the process of improving the quality and quantity of website traffic from search engines. SEO targets unpaid traffic (a.k.a. organic leads) rather than direct or paid traffic. This process requires a search for the most relevant keywords, the use of meta tags and includes the title of the webpages.
Type 2: Content Marketing
This is why blogs, vlogs, case studies and podcasts have become such big business. Sharing free and fresh content on your website to attract a target audience online can be an effective digital marketing tool. However, it’s not as easy as it sounds. Search engines crawl through websites to determine (often with unknown criteria) whether the content is unique enough to pull that website ranking higher. This can take a stretch of time building the content and consistency to gain website volume and ultimately higher rankings.
Type 3: Social Media Marketing
Companies and organizations are utilizing social media platforms more than ever to promote their products and services. It’s one of the least expensive and easiest ways to optimize a brand image however, it can take considerable time to get consumers to follow your company. It tends to be most successful when you have quality content in a well targeted campaign.
Type 4: Email Marketing
This is basically any email that goes from your company to the consumer. It can be a message you send personally to develop a deeper relationship with a potential or existing lead. It can also be a commercial message sent to a group of people you are trying to connect with. Before you go the ‘DIY email marketing platform’ route, read up on the many internet rules around email marketing. Without a professional digital marketing team, breaking the email marketing rules could get your company flagged by internet providers.
If you haven’t done much in digital marketing now is the time to do it. There is a lot of digital marketing information on the internet to learn, however many of our senior living client communities lean on SeniorVu to handle their digital marketing needs.