In an earlier blog post we asked if Facebook Ads were a viable option for senior living communities to raise awareness and to generate leads. In short, the answer is a resounding yes, but it requires time and attention like every other bit of your marketing does.
If that blog post wasn’t convincing enough for you, today we wanted to give you a few other reasons why your senior living communities should be utilizing Facebook Ads in their marketing plans to build brand awareness, create engagement with your content, and generate leads that can be further nurtured through email marketing. Here’s five simple reasons why you should be running Facebook Ads for your senior living communities.
5 Reasons Why You Should Be Running Facebook Ads For Your Senior Living Community:
- Reach a Wider Audience: Facebook is one of the largest social media platforms in the world, with over 2 billion active users, including many users over the age of 55 as well as their families. By using Facebook Ads, you can reach and engage potential residents and their families in a very cost-effective way, making it an invaluable platform for reaching your target audience.
- Targeted Advertising: Depending on the content you are working with, you might be able to get around Facebook’s Special Ad Category requirements for ads about Housing opportunities. If you are able to use content that offers information about senior living without expressly offering housing opportunities, you can reach an extremely targeted audience through location targeting, through the use of Facebook’s vast detailed targeting options, or a combination of both.
- Cost-Effective: Facebook Ads can be a very cost-effective way to generate leads and move-ins for your community. There are multiple campaign types, some of which offer different pay structures (ie. when you get charged) but you typically are charged on a cost-per-click model. Like Google Ads, this means that you only pay when someone physically clicks on your ad, allowing you to conserve ad spend but not having to pay for the ads shown to people who weren’t interested in your community.
- Measurable Results: This has certainly gotten harder post iOS 14.5, but Facebook Ads still is able to provide readable analytics and reporting. It might not be as helpful or detailed as it used to, but it is still more than enough data to help you track the success of your campaigns and make informed, data-driven decisions on adjustments as needed. This allows you to optimize your ads for better performance and generate more leads over time.
(Bonus tip: with UTM tracking, you can also measure results inside tools like Google Analytics 4.) - Retargeting: (Our personal favorite) Facebook Ads also allow you to retarget users who have already visited your website or engaged with your content in various ways. This can be a powerful way to stay top of mind with potential residents and their families and increase the likelihood of a move-in. This can also be a fantastic way to move users down the funnel through ad sequencing. (more about this in an upcoming article…🤫)
Facebook Ads can be incredibly effective for senior living communities when set up correctly and maintained. In a future blog post, we’ll talk about all of the pieces of the puzzle that make up a great ad and how to combine them all to work best to generate leads for your senior living community. If you would like to book a strategy consultation with one of our Facebook PPC strategists, feel free to use the form below to contact us today and we’ll be happy to help.
