One channel senior living communities can leverage to address the unique challenges posed by COVID-19 is Facebook. Continue reading to learn the opportunities Facebook advertising offers senior living marketing teams as they look to widen their inquiry net to capture market demand and engagement from prospects.
It’s imperative to remind senior living marketing teams that Facebook bidding functions as an auction and boils down to supply and demand. Currently, there is shrinking search demand for intent-focused keywords such as “independent living” and “memory care.”
Below are CPM (cost per thousand) cost trends in global markets, which has continued to trend downwards. There are numerous reasons to recommend layering Facebook on top of existing paid search budgets to counteract shrinking search demand. Fewer advertisers vying for attention on Facebook equates to cheaper inventory and the ability to drive a favorable cost-per-lead.
Don’t ever forget Facebook advertising is an auction. All supply and demand. Here’s what’s happening to CPMs in some of our major markets: more users on platform more of the time (especially desktop), fewer advertisers vying for attention = cheaper inventory. pic.twitter.com/BiMr4ACLcL
— Tom Hillman (@wholenewwworld) April 3, 2020
Facebook is an increasingly efficient buy that generates high usage among seniors and is used by 79% of adult child influencers (ACIs).
It’s worth remembering:
Which is to say, different people will be in varying stages of the decision process.
Within Facebook advertising, your senior living marketing team can set up campaigns based on different objectives that include: Awareness, Consideration, or Conversion. This combination of options lets you serve relevant and timely messaging to prospects and enables your marketing team to capitalize on opportunity and demand.
For example, if you want to target seniors considering independent living, it makes sense to set up Awareness campaigns.
If you’re targeting someone in a needs-based category and are still accepting move-ins, execute a consideration objective that includes a callout for a virtual tour.
Lastly, if you’re trying to recruit new team members, set up a conversion objective with strong calls to action (CTAs) and links to your application program.
Empathy is key to success with any campaign, especially now. Tailoring your message to people based on where they are in the resident journey will allow your messaging to resonate with leads.
Facebook Ads Manager is an intuitive tool that walks you through the set-up process including:
…and many other campaign variables. As always, should you have any questions about how to set up your Facebook campaigns, our team is happy to help.