Local Marketing Best Practices For Assisted Living Facilities
The internet has become one of the great equalizers, allowing businesses to make connections with customers around the world. But if you run an organization that depends on local clientele, you may not want to set your sights on reaching a global audience.
Instead, you’ll want to focus on local marketing techniques. These tactics can help you connect more effectively with leads in your local area while improving your brand visibility and overall perception within the community.
That said, you’ll want to be thoughtful when developing your local marketing strategy. When marketing for assisted living facilities in Florida, you’ll want to adhere to all promotional best practices. This will make it more likely for your organization to appear prominently in web searches performed by individuals seeking solutions nearby. Here are just a few tips that will improve your ability to market your assisted living facility over time.
Create a Fast, Mobile-Friendly Website
As you boost your marketing for assisted living facilities in Florida, you may be inclined to focus only on keyword optimization, backlink building, or digital ad placement. While these efforts can be highly effective, you need to remember that it all comes back to a single hub: your website.
Without an attractive, functional website, all of your other marketing efforts will be for naught. Your website needs to provide easy access to the information that prospective clients are looking for. If it doesn’t, they’ll quickly change gears and look elsewhere for solutions.
Ultimately, your site plays an integral role in your marketing plan. You need to ensure that your website is fast, easy to navigate, and accessible across all devices. Since roughly half of all web traffic comes from mobile devices — and most people searching for local information will utilize their smartphones to find it — your website has to be responsive. To get the most out of your marketing efforts, you’ll need to knock down any barriers that could keep users from interacting with your website. Improve your loading speed, remove any annoying pop-ups, address page errors, and prioritize simple navigation that gives visitors the answers they need.
Use GMB and Local Listings Directories
Any good digital marketing agency will emphasize the importance of local listings for small businesses. Whenever you’re marketing for assisted living facilities in Florida or elsewhere, it’ll be to your benefit to take advantage of these directory platforms.
Google My Business, or GMB, should be at the top of your list. You can claim your GMB profile for free and include all sorts of information that web searchers want, from hours of operation and contact phone numbers to lists of services and compelling images. Having an updated GMB listing can make it more likely for your assisted living facility to take up more visual “real estate” in search engine results. Ultimately, that will mean more traffic and conversions for your business.
There are other listing directories to consider, as well, including Yelp, Caring.com, Angi, Yahoo! Local, and several other industry-specific sites. Claiming and optimizing these local citations can potentially boost your site rankings and improve your overall authority online. In other words, they can help you outpace the competition and reach the people who need your services the most.
Amplify Your Online Reviews
When you’re marketing for assisted living facilities in Florida, there’ll be plenty of opportunities to optimize for web searches on your own site. Publishing location-specific content or creating landing pages for certain service areas can certainly help.
But these tactics don’t always do enough to build trust. Because caregivers and seniors know that choosing an assisted living facility isn’t an easy decision, they know how crucial it is to conduct thorough research. Ultimately, these clients need to feel confident in their choice and to trust that your facility will provide the highest quality care.
This isn’t something you can necessarily accomplish through on-site optimizations or digital ads alone. You’ll also need to focus on reputation management. Since most consumers trust online reviews just as much as personal recommendations, it’s smart to concentrate on online review generation.
You should reach out to current residents (and family members of former residents) to remind them that leaving a review is a great way to keep your community vibrant and to support other seniors in the area. If they’ve had a great experience with you, sharing their feedback via an online endorsement can help prospective residents gain access to the services they need.
Responding to online reviews should be on your marketing to-do list, as well. Remember to reply with compassion and empathy, making sure that clients and their families feel truly heard. Take their feedback to heart, thank them for their time, and showcase your commitment to quality care in every response. This can allow you to develop your presence online, control your brand perception, and build valuable trust within your community.
As our nation’s elderly population continues to grow, quality marketing for assisted living facilities in Florida will only become more essential. By taking these tips into account, you’ll be able to effectively reach your target audience and ensure your facility will thrive.