Digital Advertising for Assisted Living and Long-Term Care Facilites
Word of mouth and good reviews on Google are great, although today seniors and their families are also turning to the internet to find reliable information about senior living options. Digital advertising allows you to target your audience. Google, Facebook, and many other tech companies offering digital advertising have strict policies on targeted housing and employment advertising and recently on Personal Health Conditions including dementia. Even though you’re allowed to discriminate on age for housing (55+) your digital advertising cannot target specifically age groups, ZIP codes, or genders.
This shouldn’t deter the use of digital advertising tools like Google Ads and Facebook Ads. Wynnewood Marketing has an approach to reach your audience while opperating within challenging policies.
Broad Demographic Targeting
While you can't specifically target ads based on age for housing, you can still use other demographic and interest-based criteria to reach potential residents. For instance, we can target ads based on geographic location, interests related to senior living, retirement planning, and healthcare, or even behaviors such as searching for retirement communities or home care services. This broader approach can still effectively reach your desired audience.
Behavioral and Contextual Targeting
Both Google and Facebook offer sophisticated behavioral and contextual targeting options. You can target users based on their online behavior, such as searches related to senior living, retirement, healthcare, or lifestyle changes. Contextual targeting allows your ads to appear on websites or alongside content that is relevant to senior living, ensuring your message reaches those who are likely considering a move.
Engagement and Awareness
Digital ads help in creating brand awareness and engagement with your 55+ community. Even if the ads reach a wider audience, including friends and family members of potential residents, they can share this information with those who might be interested. Often, it’s the children or relatives of seniors who research and make inquiries about senior living options.
Remarketing Campaigns
Remarketing is a powerful tool that allows you to target individuals who have previously visited your website or engaged with your content. These users have already shown an interest in senior living options and are more likely to consider your community. Remarketing ensures you stay top-of-mind and encourages them to revisit your site and take action and can be tracked in your CRM.
Content Marketing and SEO
Investing in content marketing and search engine optimization (SEO) can also drive organic traffic to your site. By creating valuable content that addresses the needs and concerns of seniors and their families, you can attract visitors through search engines. Articles on topics like “Choosing the Right Assisted Living Community” positions your ad as a trusted resource for information than a housing opporunity.
Social Media Engagement
Even if direct age targeting is restricted, maintaining an active social media presence can foster engagement and build a community. Share stories, updates, events, and testimonials that highlight the vibrant lifestyle your community offers. Engaging content can be shared by followers, extending your reach organically.
Email Marketing
Collecting email addresses through your new website or events allows you to send targeted newsletters and updates directly to potential residents and their families. Email marketing is a direct and personal way to keep your audience informed about special offers, new amenities, or upcoming events.
