Bing is the search engine that works best for Arbor when reaching out to older prospects. An integrated marketing strategy powered by search is helping The Arbor Company connect with seniors and their caregivers. Arbor manages 44 senior living and assisted living communities in 44 states, and has 12 different brands. Like just about every other demographic today, seniors are starting their buying process with search, making it a crucial channel for Arbor to have a strong SEO presence, notes Chris Harper , vp of communications. While the company markets to a number of different personas and segments, the typical target for assisted living decisions is often the potential resident’s oldest adult daughter or daughter-in-law. She is typically age 55 or older, and is searching on behalf of a parent or in-law in their 80s. The challenge is not only to gather qualified leads, but to capture those leads before they reach out to a paid referral agency, which can be expensive, says Harper. Arbor works with SmartBug Media on its marketing program, and what performs best varies from geographic market to market, and even community to community within those markets. In many areas, each individual community is promoted with a different strategy, But in Atlanta where Arbor is based, the company has a concentration of communities. It found it was starting to compete with itself on Google Ad Words, so marketing for the area was streamlined for all brands, to funnel down to one landing page. “We haven’t found the secret sauce that works everywhere, and maybe that’s just because there isn’t one,” says Harper. “We just have to find what works best for each market and community.” You May Also Enjoy: Direct Mail Helps EyeMed Get Seen By Prospects Pushing the Envelope: 10 Tips for Direct Mail Success The Evolution of Search: 3 Three Things to Know in 2019 People tend to look for a senior living community only five to 10 miles from where they currently live, only going further if they’re looking for a particular destination, or want to be closer to a relative. While referrals from family, friends or healthcare providers are helpful, many people start the process to search for a community via search. Bing is the most popular search engine for the older target demographic, says Harper, most likely because it is the default engine on Microsoft Windows, and some folks don’t bother to change it when they get a new computer. Organic SEO works very well on Bing works very well for Arbor, with educational content offers for items such as ebooks, checklists to guide their first visit to a site or cost calculatorsImage may be NSFW.
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