Your Senior Living Facebook campaign is becoming more important; the fastest growing age demographic on social media is 65+.
Many of your potential customers are on Facebook everyday and they are quick to share content that they like with their social circles! Furthermore, when seniors are considering moving into your community, or their families are doing the research for them, traditional sales material won’t always cut it. You need to appeal to their emotions, and Facebook is a great place to tell your brand’s story, show the human side of your business, and give prospect’s a better idea of what their life would be like in your community. Here are some tips to help you plan your senior living Facebook campaign:
Share Real Pictures
Visual content is great for engaging your Facebook audience, but don’t share an image if it doesn’t add anything to your post. Images should help tell a story or explain something. Use real pictures of your community, staff, and residents to give your Facebook presence an authentic feel.
Let Your Residents Speak
If your prospects could ask anyone about your community, the obvious choice would be to ask your residents! Find your most active and engaged residents and see if they’d be willing to have their picture posted with a quote. Little quotes about advice on aging or still having fun in senior living add a genuine personal touch and appeal to prospects’ emotions.
Facebook is a great place to advertise events because it’s easy for people to share your event with their friends. Your prospects want to see what your community is like without making any commitments, so it’s a great marketing strategy to hold regular events and keep your Facebook followers updated so they can stop by when it’s convenient for them.
Hold a Contest
Facebook is great for interactive posts like voting polls and posts that ask users to leave their thoughts in the comments. Contests are an effective form of interactive social post. Try something like this: “Attention followers: Share this post to be entered for a chance to win a free extended weekend at ABC Senior Living Community” and attach a photo album or video about your community to the post. Your followers share it with their friends (which spreads brand awareness) and then you pick one (preferably someone who’s shown interest in some other form) to be the winner. Hopefully after a free weekend stay at your community, they’ll think about moving in for good!
Share Blog Posts / Relevant Articles
If you have a blog on your website that posts articles on senior living, share links to those articles with a short description on Facebook. You can also share articles from other reputable sources, as long as you think the information in the articles would pertain to your target audience. Facebook shouldn’t be all about advertising your business, but rather positioning yourself as a thought leader and an engaged member of your local community.
Try Paid Advertising
Facebook has a great paid advertising platform. You can target people by age, gender, location, occupation, marital status, and more. Make sure your advertisements have a call-to-action that tells viewers what to do next. Typically, you’ll want to drive traffic to your website or to a campaign-specific landing page online.