You want to establish and build relationships while connecting with a variety of different users including prospects but don’t know where to start. Have you considered using social media?
There have been positive year-over-year increases in social media adoption as older demographics are continually becoming more comfortable online. While Facebook reigns supreme as the preferred social media site for the adult child, Instagram, the Facebook-owned photo sharing app, has grown in popularity as well. With now 21% of 50-64 users and 10% of 65+ users using Instagram, your social media marketing strategy is more important than you think.
Attracting Seniors and Their Adult Children:
Potential customers don’t become informed buyers overnight. From discovery of community service offerings to finding the right pricing for available floorplans, the journey towards a sale can be taxing for a caregiver, adult child or senior. They require consistent messaging and support over time as they self-educate and build trust with your community. In the early stages of their discovery, caregivers, seniors and their adult children are searching for information and dependable resources to educate themselves to make this large, often emotional, decision.
Users in these key demographics (users 55-64+) are more than twice as likely to engage with branded content on social media compared to those 28 and younger.
Social media provides a platform for distributing information and content as well as building relationships and connecting individuals to each other. By providing users with the information they need to be better informed, they can have the tools they need to move from being interested to fully engaged. It is crucial to develop content to stay top of mind and build trust so that when customers are wanting to engage further, they will come to you, not your competitor.
By using social media to not only deploy your messaging but also to listen, you can get a pulse on common questions and gauge the level of interest and intent with your audience. Track keywords, follow conversations, take cues, engage, and communicate directly with users. You can create content that speaks to their needs and interests by staying informed.
Being There for The Conversation:
Cell phones have paved the way for users to instantaneously communicate with each other. Whether it’s social media, email, text messaging, games or messaging apps, there is never a shortage of communication channels. Today, consumers are increasing their desire to immediately connect with brands with online chat features rather than slower, more time-consuming options like online, email or phone.
Facebook has led the flood towards messaging apps and is encouraging brands to jump on board. . When done correctly, brands have the ability to develop stronger, more personal connections with their customers through Facebook Messenger. Users trust messaging, oftentimes more than filling out a form or using a contact email. It’s important for communities to offer that personal connection and availability to those needing help navigating their options and answering their questions. Communities who use the combination of technology to integrate the human element with the chatbot capability can achieve both scale and quality in their customer interactions.
Other than its ease of use, personalization and reliability, Facebook Messenger offers users “always on” communication.
Oftentimes, users have feedback or questions that they want to share with your community. People expect to be able to contact communities directly. If a potential lead’s inquiry goes unanswered, they’re likely not to return. The lack of communication can even permanently damage your community’s online reputation. Potential customers who received an inquiry response within an hour were 60x more likely to convert compared to a response after 24 hours.
Encourage sharing and conversation by trying to start discussions with your content and posts. Ask questions to get people talking in the comments. Encourage people to share your post on their own timelines which will increase the visibility of your content. Inspire them to advocate on your behalf.
Communities can use social media to nurture and help educate their audiences to grow their brand. You too can nurture your audiences by engaging with them on an ongoing basis. Gradually guide them through their journey with both helpful content and support.