Paid Social for Senior Living: Generate Leads in time for the Holidays

Facebook. If you’re like many people, you probably already checked this at least once today. Social media at large, but Facebook specifically, permeates the daily lives of people across the globe with no sign of stopping. Even if you aren’t one of the 2 billion active users on the social media platform, chances are decent your community has its own dedicated Facebook page managed by a staff member – maybe even you!

And as you know, digitally savvy seniors are using Facebook to do more than keep tabs on family members. But how should your community address this audience? Having a presence alone isn’t enough anymore. In this post, we’ll take a look at promoting your community with paid social media ads on Facebook to impact occupancy this holiday season.

Facebook could be the Stocking Stuffer Senior Living Communities Need

In the multi-channel, multi-device world we live in, closing the loop on conversions is tough. Understanding Facebook’s role in the resident journey is critical, especially if your community has occupancy goals to reach before year’s end. A paid social media post is considered a top of the sales funnel activity, so your expectations should reflect that. Facebook still provides the greatest ROI among social media platforms when taking costs and budgets into consideration. But as our team has mentioned before, social media advertising works best when supplementing your existing marketing efforts. Only when your lead flow sources are working together harmoniously will your community yield the ROI to reach its occupancy goals.

Use Facebook to build and drive awareness to your community. You can segment the demographic characteristics of the people your ad is targeting, and can track any number of metrics within the ad spend. That will ensure your posts are reaching the right users, and will in turn generate leads your community can hopefully win over into a resident.

Before placing a paid social media ad on Facebook, make sure your team outlines the following:

  • Budget
  • Timeframe
  • Target – Are we going after the ACI? The senior him/herself? Both?
  • Campaign KPI’s – clicks, comments, shares, calls, reach, form submissions, etc.

By taking these considerations into account, your team will maximize the traffic and lead flow these promoted posts are going to drive. And isn’t that the point of making the investment in the first place?

Close on Conversions this Holiday Season

When strategically realized, paid social media advertising can be an extremely effective way to drive leads and interest to your community. Facebook allows multiple ways to customize the demographics and ad type based on campaign goals. Play around with some of these options until you land on one that fits the style and tone of your community.

Of course, if your community wants to take advantage of social media advertising on Facebook but doesn’t know where to start, contact our team. We’ll be happy to help. Here’s to preventing a ho-hum holiday season for your community!



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