Enhancing Your Senior Living Community Marketing with Video

In today’s rapidly evolving marketing landscape, video has emerged as a powerful tool, and for good reason. Statistics show that one minute of video is equivalent to 1.8 million words to your audience, and companies leveraging video marketing witness a 49 percent faster growth in year-over-year revenue compared to those who don’t. Senior living communities should embrace this trend to effectively connect with their target audience.

Understanding the Impact of Video

A Cisco study predicts that by 2022, online videos will constitute over 80 percent of all consumer internet traffic (85 percent in the U.S.). This begs the question: Is your company prepared to harness this trend? Here are some key benefits of incorporating video into your sales strategy:

1. Higher response rates
2. Enhanced viewer engagement
3. Drive organic traffic
4. Build trust
5. SEO benefits
6. Mobile-friendly content
7. Increased transparency

Research indicates that consumers are more inclined to make a purchase after watching an explainer video. While creating such videos for senior living communities might seem challenging due to the nature of the service, the fundamental principle remains the same. Providing prospective residents and their families with a glimpse inside the community, explaining what life entails there, can significantly contribute to your success.

Integrating Video into Your Sales Process

While sales teams are often overlooked in the realm of video marketing, there are several ways to incorporate video into your sales process effectively. Consider utilizing video “voicemails” to personalize responses to online inquiries and questions from prospects. Additionally, tour/demo-style videos and hand-off videos shared with care directors can streamline the transition process for prospective residents.

Generating Leads Through Video

While videos are typically viewed as top-of-funnel content for brand awareness, they hold significant potential for lead generation. Rather than gating video content, strategic calls to action (CTAs) can be integrated seamlessly within the videos. Tools like Vidyard and Wistia enable the addition of pop-ups and forms at the end of videos, facilitating lead collection without disrupting the viewing experience.

Creative Video Marketing Ideas for Senior Living Communities

Here are some creative video ideas tailored for senior living communities to kickstart your marketing efforts:

1. Resident spotlights
2. Employee spotlights
3. Q&A sessions with care directors and nurses
4. Live sessions with engagement directors on platforms like Facebook Live
5. Virtual tours showcasing the community
6. Welcome videos for new residents and their families
7. Educational videos addressing care options and common questions
8. Event coverage with recap blogs and emails for your audience

You don’t need extravagant equipment or elaborate storyboards to create compelling video content for your senior living community. With the aforementioned ideas and real-life examples as inspiration, you can embark on your video marketing journey. Remember to track your video metrics to gauge performance and refine your strategy over time.

Now that you have a few ideas of how senior living are using video to promote their communities, you can get started.