How Retargeting Campaigns Boost Conversion in Senior Living

Retaining interested families is crucial for driving occupancy and long-term success in your senior living community. But how do you ensure you’re talking to prospective residents and their families effectively? The answer lies in the concept of retargeting. This powerful digital marketing strategy offers a cost-effective way to re-engage warm leads and convert them into residents. By strategically targeting individuals who have interacted with your brand, you can nurture relationships, build trust, and ultimately increase your conversion rates.

The Difference Between Remarketing and Retargeting

Firstly, it’s important to clarify the difference between retargeting and remarketing. Understanding the difference can help you make an informed decision on your marketing approach. While the two strategies go hand in hand, the concepts differ slightly.

Remarketing typically refers to re-engaging with existing customers or leads through your own channels, such as email or social media. This involves using your own customer data to target them with personalized messages. For example, you might send a follow-up email to an existing resident who recently attended an event you held or make a special offer to a lead who visited your website but didn’t convert to a tour.

Retargeting is a broader term that encompasses re-engaging with any user who has previously interacted with your brand, whether they are a customer or not. When it comes to senior living, retargeting is of particular importance to your lead generation strategy. Retargeting often involves using third-party platforms to display ads (such as Meta ads on Instagram and Facebook’s networks or Google’s ad network) to users who have visited your website or interacted with your content on other platforms. This can be a powerful way to stay top of mind with prospects and their families and encourage them to take action such as booking a tour.

Interpret Data to Understand Your Senior Living Audience

This is true of any marketing campaign, but especially for retargeting: get to know your target audience. Spend time analyzing the audience data from your online platforms by looking at demographics, interests, and online behaviors, to identify commonalities, then tailor your messaging accordingly.

Once you’ve interpreted this data, you should segment your audience into specific groups related to their stage of interest (otherwise known as level of intent), where they are engaging with you (such as on your website, or on social media), or your intended outcome for them. This will enable you to deliver more personalized and relevant messages. For example, you might need to segment adult children into two different lists: 1. “adult children who have expressed interest in receiving more info” and 2. “adult children who have visited your profiles but who have taken no action”. It’s important to tailor your messages to these lists as this will be more likely to resonate with where they’re at in their journey, and ultimately, be more effective at encouraging individuals to take the specific action.

Craft Compelling Senior Living Retargeting Ads

This is where knowing your audience becomes the game-changer. Create compelling ad creatives that resonate with each segment. This might be the adult child needing help to approach their parent (your prospective resident) to start the conversation about senior living. It might be a couple who thinks they’re just fine in their walk-up apartment, but who have already experienced a few mishaps and need to start considering safer options. Bringing empathy and storytelling to your marketing is a vital component of your success.

Next, remember to spend time creating strong visuals, persuasive copy, and a clear call to action. In fact, we can’t stress enough how deeply important your call to action is. Making sure it zeros in on your segment’s specific pain point will ensure better campaign success. For example, your adult child who is finding it difficult to approach their parents will be more likely to respond to a specific call to action “Learn how to start the conversation here” compared to a more generic “Learn more”.

Finally, the amazing thing about a retargeting campaign: you have the opportunity to incorporate personalized elements, such as their name or interests, to make the ads more engaging. Experiment with different ad formats and placements to determine what works best for your audience.

Measure and Optimize Your Campaigns

Track key metrics to measure the success of your retargeting campaigns, including click-through rates, conversion rates, and return on investment (ROI). Use this data to refine your targeting, improve ad creative, and optimize your overall strategy.

Best Practices for Retargeting

• Create a strong landing page: Ensure your landing page is optimized for conversions and aligns with your retargeting ads.
• Use a variety of ad formats: Experiment with different ad types, such as display ads, video ads, and social media ads.
• Personalize your messaging: Tailor your ads to the specific interests and needs of your target audience.
• Retarget across multiple platforms: Reach your audience on different devices and channels to increase your visibility.
• Set a clear goal: Determine what you want to achieve with your retargeting campaign, whether it’s generating leads, driving website traffic, or increasing brand awareness.

The Benefits of Retargeting for Senior Living Communities

Using retargeting strategies in your senior living marketing can really be a game-changer. Not only does it help you convert leads who might have slipped through the cracks, but it also boosts your brand’s visibility and builds stronger relationships with potential residents. Plus, it’s a more cost-effective way to reach your target audience compared to traditional advertising. It truly is a win-win!

How Does Retargeting Work in Retention?

Retargeting plays a crucial role in retaining interested families and preventing them from slipping through the cracks. By staying top of mind and providing valuable content that your segments actually identify with and can use, you can nurture leads throughout their decision-making process and increase the likelihood of conversion.

Wrap-Up

By implementing effective retargeting strategies, senior living communities can enhance their lead generation efforts, improve conversion rates, and strengthen their brand. By understanding your target audience, crafting compelling ads, and continuously optimizing your campaigns, you can maximize the ROI of your retargeting efforts and drive long-term success.

Need help with your retargeting strategy? Here at CCR Growth, our dedicated team of experts are ready to help you generate highly qualified leads through holistic marketing strategies. Let’s get talking to see how we can assist you with your Senior Living marketing strategy.