The decision to move to a senior living community is never one that older adults and their families take lightly. An Enquire Solutions white paper, Marketing Automation Templates for Senior Living, reveals that leads need a minimum of 22 touches for independent living, assisted living, and memory care, and 28 touches for life plan communities. The sales cycle can range from 107 days (for memory care) to a whopping 400 days (for life plan communities).
Your marketing content needs to meet prospects where they are on the buyer’s journey to be sure it resonates with them and serves as an additional touchpoint that helps move them toward a purchase decision. Here are some tips on how to do this:
1. Understand the Buyer’s Journey
The typical stages include awareness, consideration, and decision. At each stage, your target audience has different needs and is looking for different types of information.
2. Create Content for Each Stage of the Buyer’s Journey
For example, at the awareness stage, older adults are just starting to research senior living options, so you might create content that provides an overview of the choices that exist. At the consideration stage, they are evaluating options, so you might create content that compares and contrasts the different possibilities. At the decision stage, older adults and their families are ready to make the move to a senior living community, so you might create content that helps them make the final decision.
3. Utilize a Variety of Content Assets
The format of your content should match the needs of the buyer at each stage. For example, at the awareness stage, older adults might be looking for a quick overview, so a blog post or infographic might be more appropriate. At the consideration stage, they may want more in-depth information, so a video testimonial or case study might be better.
4. Set the Right Tone
The tone of your content should match the needs of the buyer at each stage. For example, at the awareness stage, the tone might be more educational and informative, while at the decision stage, the tone might be more persuasive.
5. Personalize Your Content
Create your content based on your audience’s interests, behaviors, and demographics so that it resonates with them at each stage of the journey.
By tailoring your content to meet senior living prospects where they are on the buyer’s journey, you can create a more engaging and effective content marketing strategy that helps to move them towards moving in.
Try the Waypoint Navigator for Free!
What if your senior living community’s website had a tool that could greet prospects, meet them where they are in their buyer’s journey, and guide them to the appropriate stage of your sales pipeline? What if that same tool could capture critical needs and preferences data so you can tailor the sales experience for each prospect? Meet Waypoint’s Navigator tool and Lifestyle Quiz!
Communities that have added Waypoint’s tools to their websites are reporting up to a 5x increase in conversions from their site’s visitors.
Contact us today to learn more about how Waypoint can help you make the most of your senior living community’s digital real estate!
