18 min to read

Senior Living Digital Marketing Agency: CodeDesign

Senior Living Digital Marketing Agency

Senior Living Digital Marketing Agency

The landscape of the senior living industry has undergone significant transformation, and in order to remain relevant, your community must adopt a contemporary digital marketing approach. Having a website alone is insufficient; your entire strategy - encompassing lead generation, lead nurturing, and securing deposits - must align with the expectations and requirements of your prospects. Additionally, demonstrating return on investment and maintaining high occupancy rates has become increasingly critical. Gain a competitive advantage for your community by implementing a personalized digital marketing strategy.

We, as a digital marketing agency, can play a pivotal role in optimizing your digital marketing efforts for your senior living business. With the senior living industry experiencing significant growth and a projected surge in demand, it's crucial for us to connect with your target audience effectively. Our expertise can help you diversify your care options, ensuring that you offer a spectrum of services to cater to the distinct needs of senior residents, ultimately enhancing the quality of care and preserving their independence.

We can guide you through the complex landscape of regulations and compliance, whether in the United States or the European Union, ensuring that your digital marketing strategies align with legal requirements. By creating an omnichannel approach to interact better with customers and providing a transparent and detailed view of your services, we help build trust and credibility with potential clients and their families.

Moreover, we focus on online reputation management and the importance of positive reviews to lower the cost per lead, as reviews often influence the decision-making process in the senior care industry. We emphasize the need for personalization and offer strategies for an individualized user experience.

Our commitment to content marketing, SEO, and paid advertising with a focus on ROI can help improve brand recall and generate new leads. By optimizing your paid advertising campaigns, we ensure that your senior living facility connects with the right families online, delivering high-quality leads within your budget.

We have a team of elite digital marketers to take your senior living community to the next level

team of elite digital marketers

Have a proper digital marketing funnel in place.

Our team comprises of certified instructors, subject matter experts, and thought leaders in a range of areas such as advertising, content marketing, Google ads, PPC, SEO, social media ads, and data analytics. All of our marketers hold certifications from top-tier and recognized academies.

Our team focuses on a data-driven and practical approach to maximize value for our customers and brands. You can find a complete list of our elite team members in the "About" section of our website. As a leading senior living digital marketing agency, we are dedicated to assisting you with your digital marketing needs. We invite you to work with us and experience the difference. Read this guide where we discuss ideas on senior living marketing.

Case Study: Salmon Health

Salmon HealthSalmon Health

Salmon Health, a well-known senior living facility in Boston, aimed to attract new clients while using their marketing budget wisely. They wanted a strategy that would reach the right audience effectively and cost-efficiently.

Defining the Target

Salmon Health's target audience included seniors seeking a safe and comfortable living facility and their caregivers looking for a suitable place for their elderly loved ones. Both groups had different needs, requiring a tailored approach.

Personas within our Target

- Retiree Rachel: A tech-savvy 68-year-old retiree considering senior living. She does online research.

- Caregiver Chris: A busy 40-year-old professional looking for a senior living facility for his ageing parents. He prefers straightforward online information.

- Senior Sarah: A 75-year-old widow seeking a community-driven senior facility, relying on her children for online help.

- Planner Paul: A 50-year-old planning for retirement, looking for testimonials and reviews online.

- Emergency Ethan: A 45-year-old urgently seeking accommodations for an elderly parent.

Digital Marketing Strategies for Personas

- Retiree Rachel: Informative blog posts and improved website navigation.

- Caregiver Chris: Targeted PPC ads with clear CTAs and retargeting strategies.

- Senior Sarah: Testimonials, video tours, and social media posts on community events.

- Planner Paul: SEO-optimised landing pages, customer reviews, and email marketing campaigns.

- Emergency Ethan: Clear website information on immediate accommodations and urgent PPC ads.

Integrating SEO and PPC

SEO: Organic ranking for users like Planner Paul and Retiree Rachel who research.

PPC: Immediate visibility for urgent searchers like Emergency Ethan. Specific targeting.

By combining SEO and PPC, Salmon Health achieved greater visibility and reduced the cost per lead by 300%.

Creating Innovative Marketing Campaigns for Companies Worldwide

Code Design has received numerous Awards and Recognition for our exceptional certification and accreditation services. As the #1 Top Digital Strategy Agency for Clutch, we are renowned for our problem-solving approach, communication skills, and reporting abilities. Additionally, we are proud to be recognized by Top Interactive Agencies, TDA, HubSpot, and as a Google premier partner.

Our agency takes pride in being goal-oriented, multicultural, and transparent, with a team that can provide super-fast turnaround times. With a presence in 12 different time zones, we work tirelessly to enhance the online presence of growing companies on local, national, and international scales.

Our approach involves working closely with senior living communities and their teams to understand their unique needs and utilize the diverse talent at our agency to create highly innovative marketing campaigns. We strive to exceed our clients' expectations and provide them with the recognition and awards they deserve for their hard work and dedication. Read this guide on what’s a good CPC.

Digital marketing services for senior living companies

Media Buying Experts

Digital Marketing Optimization

Web Development

Paid Search - Google Ads & Bing Ads | International PPC

Digital Strategy and Sales Funnel Optimization

eCommerce Development

Apple Search Ads

Search Engine Optimization

eCommerce Strategy

Google Display Advertising

International SEO

CRM Management

Social Media - Facebook and Instagram Ads

Content Marketing

Email Marketing

Amazon Sales Ads

Content strategy

Amazon Marketing

DSP and Programmatic Buying

Content syndication

E-commerce optimization

Google Shopping

GTM & Google Analytics

Magento development

Youtube True View Advertising

Website migration

Prestashop development


Native Ad

Wordpress or Headless CMS development

We Understand The Complexities of Communicating to Seniors and Their Adult Children

When it comes to marketing senior living communities and nursing homes, it's essential to understand the unique challenges of communicating with the target audience - seniors and their adult children. Seniors are often hesitant to make changes in their living arrangements, especially if they've been in their home for a long time. They may feel apprehensive about moving to a new location, meeting new people, or adjusting to a new lifestyle.

On the other hand, adult children who are researching senior living options for their parents want to ensure that their loved ones receive the best possible care and support. They want to find a place that offers comfortable living arrangements, medical care, and social activities to keep their parents engaged and active.

Marketing to seniors and their adult children requires a unique approach that considers their distinct needs and concerns. You need to speak their language, understand their worries, and demonstrate that your senior living community can meet their expectations.

At CodeDesign, we understand the complexities and challenges of communicating with seniors and their adult children. We have extensive experience in developing tailored marketing strategies that resonate with this demographic. From creating compelling content to managing social media campaigns and implementing search engine optimization, our team of marketing experts can help you attract more potential residents to your senior living facility.

SEO for senior living digital marketing agency

Senior living businesses rely heavily on the trust and credibility they build for their businesses. How much people trust you in this digital world ultimately leads to your success. When discussing the sensitivity of topics like assisted living, we see how much research and brainstorming parents and their child do before making any decision. 

Every research, be it for the top-of-funnel prospects or the ready-to-move-in customers, starts with the search engine. And, when you have a solid presence for every query your prospect might have, you have an amazing chance to see better results.

Everything about the sales process starts with building trust and ensuring your customers believe in your authority in your niche. Talking about senior living marketing campaigns, there might be several questions regarding the health, hospitality, and comfort of the residents, and when you have a dedicated SEO and content marketing campaign that shows your page up every time your customers have a query, then you have a great chance to let your customers have more touch points with you and let you have a chance to introduce your community and services to them.

Now, when we talk about CodeDesign, we have a dedicated team of professionals prioritizing search terms proven to convert website visitors into community residents. Our team is knowledgeable about online sales when individuals and their families search for assisted living options. We understand the important factors that influence their decision-making.

Local SEO for senior living homes

It would help if you made it easy for prospective residents and their families to find your senior living community on Google by ensuring that all details in your Google My Business listing are accurate and up-to-date. Also, with a consistent NAP(Name, Address, and Phone Number) across all directories, Google starts recognizing your business niche. When everything is well, it also starts prioritizing you for similar queries.

This includes your company name, address, phone number, website, and photos, providing a glimpse of your neighborhood.

Gather testimonials from satisfied clients and their families to post on your Google My Business listing. Positive reviews can boost your visibility in local search results and provide valuable insight to potential residents about your community.

To give potential residents a better idea of what to expect when they visit your community, including photos of your common areas, residences, and events.

To ensure that your listings are complete and accurate, make sure to include the following information:

- Your community's name

- Full address

- Phone number

- Website URL

- Email address

All these details help potential residents and their families easily find and contact your senior living community. Furthermore, maintaining consistent and accurate information across all directories can improve your visibility in local search results.

Paid Advertising

Marketing for senior living communities is highly competitive in every geolocation, as numerous other facilities and services are vying for attention, including various communities, nursing homes, retirement communities, assisted living services, and senior living blogs and directories in the search engine results page. So now, if you are into marketing to get more leads, then paid searches would be a better option for short-term success as you could directly count the return on investment.

To generate new leads for your senior living facility, working with an experienced senior living marketing agency that can manage your ad campaigns effectively is crucial. We, CodeDesign, are a Google premier partner and a leading agency in the field, with certified teams in Google Ads and Facebook Ads. With our award-winning technology and expertise, we can help your facility reach the right families online and generate quality leads that fit your budget.

For maximum impact in the short term, it is important to use PPC and social media advertising to increase your visibility and web traffic and ultimately improve your ROI. In the medium term, paid search and social advertising can be highly effective. Still, choosing an experienced marketing agency that can develop an efficient digital campaign strategy tailored to your facility's unique needs is important. This way, you can effectively target families looking for senior care facilities by location, age, interests, and other factors, while keeping your costs as low as possible.

Content Marketing

Creating an excellent website with relevant and informative content in the senior living industry is essential to influence potential clients to request a tour or further information. To implement effective senior living SEO strategies, content marketing techniques are crucial, focusing on pages that solve your prospect's doubts, internal link building, and dedicated web pages that support a keyword strategy.

The most significant impact of content marketing in the senior care industry is a long-term strategy. The goal is to create pillars of topical content, such as "how to choose an independent living facility," that get picked up by search engines for specific keyword searches and boost authority to primary keywords like "senior living near me." As long as these pages exist, they will continue to build trust with search engines and influence your website's overall page rankings.

Content marketing is a worthwhile investment in your marketing budget, with medium-term ROI. As long as you or your preferred senior living marketing agency regularly develop relevant content, post consistently across social platforms and blogs, and update your website, you will continue to reap the rewards of top search results year after year.

Have a focus on online reputation management.

The main objective of online reputation management is to establish a positive public perception of your online business by utilizing effective strategies and concepts. In the fiercely competitive digital landscape, providing customers with superior resources and keeping a close eye on any content that could harm the brand's reputation is crucial to success. Creating a positive brand image is crucial for attracting potential customers or clients online. Social media channels have become the new normal, with people spending most of their online time on these platforms. Before purchasing, there should be at least seven touchpoints between a brand and a consumer.

From a personal perspective, it's unlikely that you would purchase from a brand that you encountered for the first time through an advertisement. While you may purchase on the same day, search for the brand on Google, check their social media pages for legitimacy, and look at reviews and ratings to assess the quality of their products and after-sales services. The same applies to your customers as well. 

And in this case, we are talking about senior living homes, which require a lot of trusts, so you must have an online reputation management strategy in place.

How we could help you with acquiring leads with lower cost?

CodeDesign can significantly help your senior living business acquire leads with reduced costs through various effective strategies. The senior living industry is experiencing substantial growth due to demographic shifts, with a surge in occupancy rates, presenting an opportunity for expansion. We emphasize the importance of diversifying care options, offering various services to cater to different senior residents' needs. Furthermore, adhering to regulations and compliance is crucial to maintain trust in the senior living industry.

To reduce the cost of lead acquisition, we recommend the use of Customer Relationship Management (CRM) tools to monitor interactions with potential leads, creating a personalized experience for each unique case. In the digital age, seniors and their families turn to search engines for research, emphasizing the significance of a strong online presence and SEO campaigns to answer their questions and build trust.

Paid advertising, such as PPC and social media advertising, will also help to enhance visibility and ROI in the competitive senior living market. Content marketing plays a crucial role in driving potential clients to seek more information and request tours, creating long-term impact and pillars of topical content. Our expertise in digital marketing can lead to a reduction in the cost per lead(300% in the case of our client Salmon Health), connecting you with more potential residents while spending less on marketing efforts. This not only saves costs but also expands your reach and bottom line, benefiting both your business and the individuals you aim to serve.

Get Expert Digital Marketing Advice with CodeDesign's Free Consultation Call

CodeDesign Contact

Schedule a consultation call to discuss the potential work opportunity and assess whether it's a suitable fit. Most digital marketing agencies offer consultation calls to better understand a company's needs and objectives, ensuring that their values and strategies align with the ultimate goal. At CodeDesign, we provide a complimentary consultation call to showcase our expertise and enable prospects to receive advice from top industry experts, ensuring long-term success.

During the 30-minute consultation call, you will learn about industry trends, competitive analysis, and potential next steps to achieve long-term success. Visit our about page to witness our in-house professionals working tirelessly to execute result-driven digital marketing campaigns.

Visit the "Request a Quote" page to fill out the form with your name, company email, website URL, phone number, and a brief overview of your main challenges and goals. This form enables us to prepare before our meeting, ensuring we can focus on more relevant topics and maximize proactive time.

You can also directly email us at contact@codedesign.org to learn more about our services and how we can help your brand succeed on a global scale.

Codedesign Team Answers to Frequently asked questions (FAQ)

How can digital marketing increase occupancy rates in senior living communities?

Digital marketing can significantly boost occupancy rates by enhancing online visibility and reaching potential residents and their families where they spend a lot of their time: online. For example, through targeted social media campaigns and search engine optimization (SEO), a senior living community can increase its presence in search results for relevant queries like “senior living options near me” or “best retirement homes in [Location].” This increased visibility directly contributes to more inquiries and, consequently, higher occupancy rates. Using a multi-channel approach, including paid ads, content marketing, and email marketing, further ensures a wide reach.

What role does content marketing play in attracting new residents?

Content marketing is crucial in establishing trust and credibility with potential residents and their families. By creating informative and engaging content that addresses common concerns, such as the level of care, lifestyle, and community engagement in senior living, businesses can connect with their audience on a deeper level. For instance, a blog post titled “A Day in the Life at [Community Name]” or “Understanding the Transition to Assisted Living” can provide valuable insights while showcasing the community's unique attributes. This approach not only improves SEO but also engages readers, encouraging them to explore the community further.

How can SEO be specifically tailored for senior living businesses?

SEO for senior living involves optimizing for keywords and phrases that potential residents and their families are likely to use when searching for living options. This includes local SEO strategies like optimizing Google My Business listings and ensuring NAP (Name, Address, Phone Number) consistency across online directories. Additionally, creating content that answers specific questions, such as “What is the cost of senior living in [Location]?” or “Senior living facilities with memory care services,” can improve the business’s ranking in search results. It’s also important to consider voice search optimization, as more seniors and their families are using voice-activated devices for searches.

Can social media marketing effectively target the senior demographic?

Social media marketing is a powerful tool for reaching both seniors and their decision-making family members. Platforms like Facebook, with a significant user base of older adults, are ideal for this. For example, by sharing stories from residents, virtual tours of the facility, and information on events and activities, a senior living community can engage with its audience in a meaningful way. Paid advertising on these platforms can also be highly targeted, focusing on specific geographic locations, interests, and demographics, ensuring that the marketing efforts reach the right audience.

What is the importance of online reviews and reputation management in digital marketing for senior living?

Online reviews greatly influence the decision-making process for choosing a senior living community. Actively managing these reviews and maintaining a positive online reputation is crucial. Encouraging satisfied residents and their families to leave positive reviews on platforms like Google My Business and Yelp, and responding professionally to any negative reviews, demonstrates a commitment to resident satisfaction and transparency. For instance, a community with a high number of positive reviews is more likely to be considered by potential residents over a community with limited or negative feedback.

How does email marketing fit into the digital marketing strategy for senior living?

Email marketing allows for direct and personalized communication with potential and current residents and their families. By sending regular newsletters, updates about the community, and personalized follow-ups to inquiries, senior living communities can keep their audience engaged and informed. For example, an email campaign highlighting recent improvements to the facility or featuring resident testimonials can effectively keep the community top-of-mind for those considering senior living options.

What impact does video marketing have on attracting potential residents?

Video marketing can be extremely effective in showcasing the facilities, services, and lifestyle of a senior living community. Videos that offer virtual tours, resident testimonials, and a glimpse into daily life can make a strong emotional impact. This not only helps in boosting SEO (as videos can rank in search engine results) but also increases engagement on social media. For example, a well-produced video tour of the community posted on YouTube and shared across social media platforms can reach a wide audience and generate significant interest.

Can Pay-Per-Click (PPC) advertising be effective for senior living communities?

PPC advertising is a powerful tool for senior living communities to gain immediate visibility in search engine results. By targeting specific keywords related to senior living options and tailoring ads to the targeted demographic, communities can drive qualified traffic to their website. For instance, bidding on keywords like “assisted living in [Location]” or “senior care options” can place the community’s ad at the top of search results, thereby increasing the likelihood of click-throughs by individuals actively searching for senior living options.

How important is mobile optimization in digital marketing for senior living?

With an increasing number of seniors and their families using mobile devices to research senior living options, having a mobile-optimized website is crucial. A mobile-friendly website ensures that information is easily accessible and navigable on smartphones and tablets, enhancing the user experience and improving SEO rankings. For instance, a senior living community’s website with responsive design, fast loading times, and easy-to-use navigation can significantly improve engagement and conversion rates from mobile users.

How can data analytics improve digital marketing strategies for senior living?

Utilizing data analytics allows senior living businesses to understand their audience better and measure the effectiveness of their marketing strategies. By analyzing website traffic, engagement metrics, and conversion rates, communities can identify what content resonates with their audience, which marketing channels are most effective, and where improvements can be made. For example, using Google Analytics to track the performance of different pages on a website can reveal insights into the interests and preferences of the site’s visitors, enabling more targeted and effective marketing efforts.

Who are the primary decision-makers in choosing a senior living facility?

Typically, the primary decision-makers are the seniors themselves and their adult children. It's important to tailor your messaging to address the concerns and preferences of both groups. For seniors, focus on aspects like lifestyle, community, and independence. For their adult children, emphasize safety, care quality, and peace of mind. For example, a campaign might feature testimonials from residents about their quality of life, coupled with information on safety features and care options to reassure adult children.

Should I target current residents for referral-based marketing?

Yes, current residents can be a valuable target for referral-based marketing. Satisfied residents are likely to recommend your facility to friends and peers. Implementing a referral program that rewards residents for referrals can be effective. For instance, a campaign that offers benefits or discounts to residents who bring in new residents can create a positive cycle of referrals and community growth.

How do I target seniors who are actively searching for living options online?

To target seniors searching online, optimize your digital marketing for SEO with keywords relevant to your community and services. Use paid search advertising to appear in search results for queries like “senior living options near me” or “best retirement homes.” For example, Google Ads campaigns targeting specific keywords related to your location and services can reach seniors who are actively researching their options.

Is it beneficial to target the wider community to build brand awareness?

Yes, targeting the wider community helps in building brand awareness and establishing your facility as a reputable option in the area. Participating in local events, sponsoring community activities, and engaging in local PR can raise your profile. For instance, hosting open days or community events can attract local media attention and increase awareness of your facility among a broader audience.

How can I reach adult children of seniors effectively?

Adult children often turn to the internet for information, so digital marketing is key. Utilize social media advertising, as platforms like Facebook offer demographic targeting that can reach adult children in specific age ranges, locations, and with relevant interests. For example, a Facebook ad campaign can target users aged 40-60 in your area who have shown interest in eldercare or health services.

Should healthcare professionals be a target in my marketing campaigns?

Healthcare professionals can be valuable referrers to your senior living facility. Establishing relationships with local doctors, hospital discharge planners, and social workers can lead to recommendations. Marketing to these professionals might include informational events, professional workshops, or targeted email campaigns providing detailed information about your facility's services and care quality.

What role do caregivers play in the decision-making process?

Caregivers, both professional and familial, often influence decisions about senior living arrangements. Marketing efforts should acknowledge and address their concerns, such as the level of care, support services, and respite options. For example, creating materials that detail support services and caregiver respite programs can appeal to this group.

Can I target seniors through traditional media channels effectively?

While digital marketing is essential, traditional media channels like TV, radio, and print can still be effective, especially in reaching seniors who may not be as active online. For example, advertising in local newspapers or magazines read by your target demographic can increase visibility among seniors who prefer traditional media.

How important is geographic targeting in my senior living campaigns?

Geographic targeting is crucial, as most residents prefer facilities close to their current home or their families. Local SEO strategies, geo-targeted ads, and community involvement can effectively reach a local audience. For instance, using Google Ads with location targeting ensures your ads are shown to users in your specified area.

Should I consider income level and lifestyle preferences in my targeting?

Yes, considering the income level and lifestyle preferences of your potential residents helps in creating more personalized and effective marketing messages. Segment your audience based on these factors and tailor your messaging accordingly. For example, if your facility offers luxury amenities, target higher-income brackets with messaging that highlights these premium features.

About CodeDesign

Codedesign is a digital marketing agency specializing in e-commerce and B2B online marketing. Our digital team utilizes the latest digital marketing tools and strategies to help clients reach their business goals. We offer comprehensive services such as website design, search engine optimization (SEO), content marketing, performance marketing, social media marketing, CRM and marketing automation, email marketing, and more. Our experts create and implement customized digital marketing campaigns to increase website traffic, generate leads, and drive sales. Our expertise in e-commerce and B2B marketing allows us to understand the nuances of the digital marketplace and create effective marketing solutions tailored to their client's needs.
CodeDesign is leading:
- Digital Agency
- Digital Marketing Agency
- Amazon Marketing Agency

Feel free to contact us to see the unprecedented growth of your business.

It's not senior living but in this Case Study: AVA Clinic there are interesting tips

AVA Clinic

AVA Clinic

AVA Clinic is a leading fertility clinic in the Scandinavian market and is located in Riga, Latvia. They offer advanced fertility and family planning solutions for women. Due to the progressive Latvian legislation for assisted reproduction, AVA Clinic can cater to a more diverse and inclusive population than clinics in neighboring countries such as Sweden and Norway. Therefore, AVA Clinic provides a beacon of hope for women with fertility challenges who are unable to receive treatment in their home countries.

AVA Clinic's challenge was developing a consistent and cost-effective lead generation strategy. As the decision to start a family is a life-changing one, the customer journey includes a long consideration phase. Therefore, the clinic requires a constant stream of leads to convert to clients several months down the line. 

Check out how voice search optimization could affect your marketing strategy.

To address this challenge, our digital marketing agency team restructured AVA Clinic's entire paid search strategy, prioritizing the top converting keywords and creating a clear campaign hierarchy. This resulted in a 336% increase in website leads within three months of implementing the new strategy. Furthermore, the Cost Per Lead from Google Search decreased by 72%.

On Bing, we achieved a near 100% impression share with an average position of 1.08 and a conversion rate of 43%. These conversions occurred at almost 1/10th of the cost of those coming from Google. The personalized experience created by our Paid Search ads allowed AVA Clinic to generate consistent leads and turn them into clients, providing hope to women looking to grow their families. Here is a complete guide for you on developing a business development strategy.

About Bruno Gavino

Bruno Gavino is the CEO and partner of Codedesign, a digital marketing agency with a strong international presence. Based in Lisbon, Portugal, with offices in Boston, Singapore, and Manchester (UK) Codedesign has been recognized as one of the top interactive agencies and eCommerce agencies. Awarded Top B2B Company in Europe and Top B2C company in retail, Codedesign aims to foster personal relationships with clients and create a positive work environment for its team.  

He emphasizes the need for digital agencies to focus on data optimization and performance to meet the increasingly results-driven demands of clients. His experience in digital marketing, combined with a unique background that includes engineering and data, contributes to his effective and multifaceted leadership style.

Follow Bruno Gavino on Linkedin

About Codedesign

Codedesign is a digital marketing agency with a strong multicultural and international presence, offering expert services in digital marketing. Our digital agency in Lisbon, Boston, and Manchester enables us to provide market-ready strategies that suit a wide range of clients across the globe (both B2B and B2C). We specialize in creating impactful online experiences, focusing on making your digital presence strong and efficient. Our approach is straightforward and effective, ensuring that every client receives a personalized service that truly meets their needs.

Our digital agency is committed to using the latest data and technology to help your business stand out. Whether you're looking to increase your online visibility, connect better with your audience, get more leads, or grow your online sales. For more information, read our Digital Strategy Blog or to start your journey with us, please feel free to contact us.

CodeDesign is leading:
- Digital Agency
- Digital Marketing Agency
- Digital Ecommerce Agency
- Amazon Marketing Agency

Add comment