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Author: Andrew Ryan

sl-handsWelcome back to the second post in a blog series exploring the senior living industry and three key target audiences: adult children, residents, and grandkids. By examining these audiences we’ll highlight how to reach them and why sales and marketing efforts should be geared to them. In our first installment we focused on the adult children of potential residents. Today, we turn to those residents directly. Although many assume that the adult children often make all the decisions, seniors are increasingly active in the search for senior living options. In fact, a recent Care.com survey found that seniors are overwhelmingly involved in search and decision making process for their living arrangement. Seniors had a say in the choice for a care provider roughly 70% of the time, according to the survey. Put bluntly, you need to appeal to the kids, but you can’t forget the parents. If mom and dad aren’t happy with the community, it’s unlikely they’ll end up there.

SL1We’ve heard the demographic numbers before and the clever slogans that foreshadow the impending “age wave,” “graying of America,” and “silver tsunami.” The plethora of conversation about seniors in America may seem like a lot to some, but the facts are tough to ignore. The U.S. Census Bureau predicts that by 2060, the population age 65 and older is expected to more than double to 92 million people. These trends in aging and longer life expectancy are fueling a massive expansion of the senior living sector. Whether independent living, assisted living, memory care, or nursing homes, there is a great deal of potential to reach this rapidly growing market.

In this newest blog series, we’ll take a look at the senior living industry and three key target audiences: adult children, residents, and grandkids. By exploring these audiences we’ll highlight how to reach them and why sales and marketing efforts should be geared to them. We begin with the adult children. They’re often perceived as making the decisions in terms of senior living choices and there is some truth to that perception. How you reach adult children has evolved in recent years, especially as the manner in which we communicate changed. Increasingly, they search online for senior living communities, which means that a community’s digital presence matters, including websites, search engine optimization, and social media. Online reviews are becoming more important as well. A 2014 report from Caring.com found that feedback from customers was ranked as the best information about senior living communities. Thus, having a robust online review presence will be critical as potential customers look to previous reviews as a guide (this is especially true for adult children who use the internet and social media frequently as they are comfortable relying on reviews from third party sites).

videoThere has never been a more important time to integrate video into your marketing strategies.  Why?  Over six billion hours of video is watched every month according to the Content Marketing Institute.  Add in that YouTube has over one billion unique visitors every month and reaches the 18-34 year old market more than any cable network, according to the site’s own tracking metrics.  Plus, other social media platforms, including Facebook and Vine, encourage videos as our society becomes more video-oriented. Given these trends – heck, YouTube is the second most popular search engine – it is increasingly important to include video in your marketing strategy.

Welcome back to the final post in our three-part series on thought leadership PR! With this final installment, we’ll explore how to leverage your PR results as much as possible and repurpose them for other thought leadership and business development opportunities. For a recap on what we’ve covered already, take a look at our first installment on finding thought leadership opportunities and our second installment on conducting thought leadership PR outreach.

The lives of marketers never seems to slow down – that is especially true during the holiday season. However it is important to take a step back during the month of December and assess your accomplishments from the past year to ensure that you are making smart decisions for next year. More importantly, these benchmarking reports will be greatly appreciated by your boss and/or supervisor, which may help as year-end bonuses are distributed.

Welcome back to our three-part series on thought leadership PR! In this post, we’ll take a look at what happens after you’ve identified your area of expertise. The key question at this stage is how to promote your thought leadership and secure PR opportunities. For a recap on what we’ve covered already, take a look at our previous blog post on finding thought leadership opportunities.

It’s that time of the year! The leaves are changing colors, mornings are a little chillier, and the holidays are right around the corner. For most companies, the Fall signifies budgeting and plan preparation for the next year. This is especially true for marketing departments. As you begin to plan for next year, it is important to take a step back and figure out exactly which tactics are going to provide the best return on investment. Here are some recommendations on how quantitative data can be useful when determining your budgets.

As relationships between organizations and customers/clients evolve, more buyers are looking for individuals and companies they can trust. They want to work with someone who is seen as an expert in his or her field and is a trusted resource. This type of relationship is especially true in the B2B world as every professional service and A/C/E firm knows. Gaining the necessary expertise to serve clients takes time, diligence, experience, and hard work. However, that expertise doesn’t become valuable until you leverage it. If no one is aware of your unique skills they won’t help you land new business.

The official announcement today that Stone Brewing Co. has selected Richmond for the location of its East Coast production facility is a significant economic development victory for the City and the region. Gov. Terry McAuliffe announced the deal this afternoon at the Governor’s Mansion. Stone’s Richmond plant will be located in the Fulton section of the city’s East End and is expected to be a catalyst for redevelopment and additional investment in the area.

According to Alexa Internet, Inc., YouTube is the third most popular website in the world. That should not come as a surprise since most of the individuals living today have been consuming information through television for decades. The next logical source to find video is through the internet. As a matter of fact, a new Neilsen study finds that adults between 50 – 64 years old are now watching at least 19 minutes of digital videos a day.