Most prospects visit a senior living website an average of seven to eight times before contacting someone from sales. So getting prospects to come back often throughout their journey is important.
How do you do this?
By giving them a reason to come back.
Here are five strategies for doing exactly that.
1. Lure them through compelling subscription-based content (like a blog or newsletter).
If you have a senior living blog, encourage people to subscribe so that they automatically get notified when a new post goes live. When it comes to newsletters, make sure the sign-up for your prospect-facing newsletter is available on every page of your site. The footer is a great location for this. Fill each newsletter with content that gets prospects to click back to the site—it could be a link to a blog post or piece of premium content or an alert about an event, like an open house.
2. Charm them on social media.
As senior living website visitors travel through your site, make it easy for them to follow your senior living community on social media. Include social media icons on every page of the site, ideally in the header and footer. Then, make sure you have a good social media strategy in place where you regularly post helpful, interesting, engaging content that inspires people to click through and/or to go back to your site on their own.
3. Convey targeted messages with lead nurturing campaigns.
Different from newsletters, lead nurturing emails are just that—a series of simple, short, text-based emails that speak to the prospect and where they are on their journey.
So an adult daughter searching various options for her aging mom might be in one series of lead nurturing emails. And the links in these emails will point to pages on the senior living site that will be most beneficial to her. Another set of emails might be for a husband looking for options for his spouse who needs memory care. You get the idea.
Each email should have a specific message based on where the person is in their buying journey. Someone in the research phase might be sent to blog posts to deepen their knowledge base, while someone who is farther down the so-called sales funnel might receive an email about floor plans.
Again, the goal is to get people to click back to the site and engage with your content even more.
4. Make them never lose sight of you, thanks to retargeting ads.
Have you ever been looking at a product online, and the next thing you know, you start seeing ads EVERYWHERE for the product? All over Facebook and other websites you visit, such as media sites?
This is by design, not chance. Known as retargeting, this type of advertising allows you to “follow” someone as they leave your site so that you can serve up ads enticing these folks to return to your site—or at the very least, these ads will hopefully keep your senior living community top of mind.
Note: retargeting ads are a great way to focus on anonymous senior living website visitors. So if someone comes to your site, but they don’t download any content, you might think you have no way of staying in front of them because you don’t have any info on them, like a name or email. Retargeting helps bridge this gap.
5. Surprise senior living website visitors with unexpected “old school” methods of engagement.
Radio or TV spots with big companies aren’t always within budget, but for smaller, local stations, you might get a budget-friendly ad buy and the target audience you’re looking for since many seniors still listen to the radio and watch TV. Same goes with print ads, since older demographics are big readers of physical publications like daily and weekly newspapers.
But how does this get people to come back to your website? Simple: Because you’ve included the website URL in all print and radio ads. You could even create special web pages so you can track activity from each promotion: www.YourCommunityName.com/radio.
We talk a lot about digital marketing and inbound marketing, and plenty of marketers will tell you to only focus on those methods. But we think there’s still a place for some old school methods (also known as outbound marketing).