What is content marketing?
Content marketing is the act of creating and delivering timely, relevant and valuable material consistently to your target audience, in order to change their behavior, without necessarily selling. In a senior living community, content marketing typically looks like newsletters sent out to the community’s database on a weekly or monthly basis. These newsletters should not be promotional or be overflowing with seasonal offers or discounts. Instead, they should be full of valuable and relevant content that is educational and informative.
Why should your community implement a content marketing strategy?
- It positions you as the expert. Providing content that has a focus on education, rather than sales, helps you appear more passionate, helpful, and trustworthy.
- It promotes more move-ins. A prospect who is just beginning the buyer’s journey and drops in after driving by, may not fill out a waitlist application and drop off a deposit; however, a prospect who has engaged with your community before and is constantly reminded of you and the value you provide, is far more likely to provide a deposit for your waitlist.
- It gives prospects an easy “in” for learning more about your community. A simple “Read more” at the bottom of your newsletter can lead a prospect to explore your entire website and ultimately contacting you for a tour.
- It will keep your community top of mind. Your potential residents, like everyone, have a lot going on! Maybe they haven’t returned your call because their grandchild was in town to visit, or because they have been taking care of things around the house in preparation for the approaching season. It doesn’t mean they are no longer interested; they simply got sidetracked.
How do you know if you’re doing it right?
Say your community wants to attract more prospects for a residential living expansion. A content marketing strategy, done right, is not just an email sent out promoting $600-off the first month if they tour within the next 30 days. A content marketing strategy with the goal of attracting high-quality prospects would, instead, clearly answer the questions that hold people back from moving into a community from their long-time family home.
- “How does the move-in process work?”
- “How is moving into a residential community beneficial over staying at my home?”
- “Will I be able to leave my apartment to go to the store, or go on vacation?”
- “Will someone need to know where I am all the time?”
- “How long can I stay in my apartment if I need more care?”
- “How much will it cost?”
These are all questions that you can help to answer through educational and informative content that paints a clear picture of why you believe in your community and why it will improve your residents’ lives. Share a success story or a testimonial, share photos of the community and recent parties that have taken place, and invite readers to send you a question.
Making your content meaningful to readers will keep you top-of-mind and maintain your competitive advantage.
How do I know if it works?
It may take time. “The Rule of Seven” is widely known in the marketing world as the idea that people need to engage with a brand, or community, seven times before taking the next step. If you don’t see immediate engagement or response after you send out your first newsletter, keep going. Monitor results after six months, then after a year. Additionally, measure exactly how prospects are finding you. Ask them when they call to schedule their tour, “How did you hear about us?” or “Did you happen to receive our monthly newsletter?” to better gauge what prompted them to contact your community.
Need assistance with creating an editorial calendar, writing content and measuring results? Contact Bloom to see how we can help create a content marketing strategy that works for your community.