Why Video Should Be a Part of Every Senior Living Marketer’s Strategy
Video consumption continues to increase year-over-year and there’s no signs of slowing. Businesses across the US are investing in video and for good reason — more than 50 percent of consumers say they prefer video content over other types of content. In the senior living industry, video helps marketers drive more move-ins and improves the resident experience by personifying the brand. You don’t need a huge video production budget to have quality video to use throughout your marketing campaigns.
Connect Using Video
In this age of assistance, senior living marketers must connect with prospects where, when, and how they want to connect with you. Consumers consult nearly 20 digital touchpoints before making a buying decision and today’s seniors turn to the Internet as their top source for gathering information, outpacing television and print media. Google reports that 54% of baby boomers/seniors watch online videos versus 65% of the general population. This provides a huge opportunity for brands to connect with people who will be researching senior living communities for themselves or for their parents.
Use Video to Drive Move-Ins
Video is just as valuable to those who have already toured a community as it is for those who haven’t. Many senior living companies use video to reinforce their brand or remind prospects of what they experienced on a tour. You can also use video to demonstrate what a prospect can expect when living in a community. Prospective residents and their families want to know what a “Day in the Life” is like at your community and video helps you show them.
Another advantage of video is that it affords prospects the ability to watch videos at their leisure when it’s most convenient. For example, adult children can watch a video tour of your community or resident testimonials on their phone during their lunch break or while waiting to pick up their children from soccer practice. Sending links to videos after you’re started building a relationship with a prospect helps deepen their connection with your brand.
Improve Prospect and Resident Experiences
Using video provides senior living marketers with measurable results in terms of move-ins and operations. It can also offer benefits in terms of resident satisfaction. G5 partners with OneDay, a video platform designed to capture and share resident stories in senior living communities. These videos of real resident stories provide family members with peace of mind when they want more insight into how their loved one is doing. It also serves as a lasting legacy for family and others.
Platforms like OneDay help your brand connect with prospects and families using highly personalized content. For example, you can create videos in different languages to appeal to prospects in their native tongue. Call on a Spanish-speaking staff member to create a video that engages a prospect and their family. If a prospect wants to know more about a specific aspect of the community, you can easily create videos showcasing the dining options, hair salon, resident outings, and more.
Make Video a Part of Your Senior Living Strategy
Integrating video into your senior living marketing strategy provides you with a unique opportunity to capitalize on the growing number of consumers who prefer video content. Video helps your sales team drive move-ins and helps you improve the resident experience by sharing stories of existing residents living in your communities. The tech-savvy baby boomer generation changes the game for senior living marketers who have focused on marketing to adult children in the past. Seniors have warmly embraced YouTube and on-demand video formats, which emphasizes the importance of marketing to them at every digital touchpoint.
Learn more about the latest trends in senior living marketing by downloading G5’s latest State of Digital Marketing Report for senior living.