Expanding Your Concept of Content
When someone searches for your community or for the services you provide, what do they see when they get to your website? Most communities will have some general information about their facility and resident experience, and that’s usually it. While this information can be helpful to potential residents or their loved ones who are doing research on their behalf, often times it’s not enough to keep their attention or entice them into ultimately scheduling a tour.
Content marketing is one of the most important aspects of your SEO plan, if you’re not contributing meaningful and engaging content to your website regularly, you could be missing out on potential leads. With more people spending more time online and digesting content in different ways, it’s more important than ever to diversify your content. Here are some areas where you can improve:
Create Quality Content
Consistent, high-quality content marketing is one of the most effective tools you have to improve your search ranking. Search results are mostly driven by new content and relevant keywords. While this might seem obvious, many senior care communities are not taking advantage of something as simple as blogging for SEO purposes. Blogs provide you with the platform to add new content about your community and the services you offer.
Adding fresh content to your website can help it place higher in search engine results than other websites, which could make it more likely to get leads. That doesn’t mean you have to write detailed high-level blogs each time, you can also get personal and show off your community. However, your content should be strategic and valuable to your audience — and it can’t stop after a few published blog posts it needs to be consistent.
Get More Reviews and Promote Them
What better way to create content than to have your residents or their families creating it for you through online reviews? If you make it easy for people to leave a review for your community on highly-visible sites like Google or Yelp, they likely will. When you get a new review — positive or negative — you should always respond if possible. Not only does it show that you care about your community, but their review was heard.
When you do get a positive review, be sure to promote it on other social media sites and your website. Adding reviews to your website is a great way to show your community through the perspective of others, which can be valuable in creating trust with potential residents or their caretakers.
Show Resident Experience in Real Time
Social media sites like Facebook and Instagram offer the unique ability to reach people in real time. With the click of a button, you’re able to show people what daily life is really like at your community to market to potential residents — while also keeping current residents family members in the loop. It really gives people an inside look at what life will really be like if they choose your community.
Taking advantage of this platform doesn’t need to take a lot of time either. Communities host activities and events all the time that get posted to social media later, why not post them as they’re happening? Even if you don’t live stream an event, you can interview staff and residents if they are willing to share. It can be something that you and your staff/residents have fun with!
Stock photos may work on a doctor’s website, but when it comes to senior housing, it’s best to market your community using genuine images of real residents. It’s as easy as updating your website and social media pages with new images from around your community that show residents enjoying the amenities you are hoping to market.
In some cases, a quality camera phone would do the trick. In others, it’s best to hire a professional photographer to capture the community through a high-quality lens. Be sure to explain exactly what you are hoping to capture and explain how you want the images to be used.
If everything you’ve read seems daunting or unattainable, it’s not. You can partner with a company such as Goldn, LLC — not only do we offer comprehensive SEO packages that include consistent content creation, but we can also help you build the website and web presence that your community needs to compete. Contact us today by calling (888) 482-6691 or visit www.getgoldn.com to learn more.